How To Run Facebook Ads for Ecommerce | Ultimate Guide | Alex Huston | Skillshare

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How To Run Facebook Ads for Ecommerce | Ultimate Guide

teacher avatar Alex Huston, Coach

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

Watch this class and thousands more

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

Lessons in This Class

    • 1.

      Intro & Lesson Overview


    • 2.

      Creating A Business Manager & Ad Account


    • 3.

      Understanding Your Ad Account


    • 4.

      Setup Your Ad Account for Success


    • 5.

      How to Create a Successful Campaign


    • 6.

      How to Create Successful Ads


    • 7.

      Strategy Behind Running Campaigns | Understanding Data


    • 8.

      Understanding the Power of Custom Audiences


    • 9.

      Lesson Wrap Up


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About This Class

Start building your Shopify store! Click here:

Online retail and eCommerce is growing quickly. In the 4 day span of Black Friday to Cyber Monday in 2018 the eCommerce market broke an all-time high of recorded sales equaling a total of $7.9 billion. Yep, you read that correctly. Not to mention this was an industry increase of 19.3% from 2017.

Understanding the technicalities and strategy behind paid advertising via social media is going to be the #1 contributor to whether or not your eCommerce store will be successful or not. That is why we have put together this course, to help you understand the strategery and skills needed in order to begin your journey into the realm of digital marketing via Facebook.

In this course, we will learn

  • How to set up our Facebook Business Manager
  • How to set up our Ad Accounts within our Business Manager
  • How to connect Facebook's propriety tracking pixel to our e-commerce store in order to collect customer data
  • Understanding our Ad Account
  • Understanding what data we will want to analyze in order to make smart and profitable marketing decisions
  • How to create a successful campaign
  • How to create a successful ad
  • The strategy behind running ads and testing your market
  • Understanding and creating custom audiences to make highly calculated marketing decisions


Ecommerce Mastermind Classes:

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Meet Your Teacher

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Alex Huston



Alex is a determined and focused young professional who has developed an array of skills to share over the past 10 years. With primary focuses on digital marketing, eCommerce, music production, and various creative software, his knowledge is applicable to several different industries.


His zealous passion and worth ethic stem from a love of learning and the application of new skills to the projects and businesses he is involved with.

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1. Intro & Lesson Overview: Alright, guys, back with another video on how we can begin and continue our e commerce journey in this digital age that we're in today, we're gonna focus on Facebook ads. This is going to be an ultimate guide to anybody who is just starting out with the platform and advertising on the platform. We're gonna go into have a stuffy ads. What the strategy is behind running ads and finding successful campaigns that you can then begin to scale on make money off of. So we'll go into the ads manager, talk about all the different settings setting up your ad and what a successful ad looks like and how we can make sure that we are creating profitable campaigns as marketers, we you know, our goal is not to just market. It is also to make money and make sure that that those marketing efforts are profitable. So we're gonna die in. I'm gonna give you the whole overview. We're gonna talk about creating audiences using customer files to make custom audiences, leveraging your data, to grow your database on all these exciting things that we can do with the power of our laptop and our Internet connection. That's what that further do. Let's jump into the computer and let's get started 2. Creating A Business Manager & Ad Account: Okay, guys. So we are inside Facebook's business manager now, in order to properly run ads or the way that I would suggest running ads, um, is you need to first have a Facebook account. So a personal profile You need to go in, sign up with your Facebook, are signed up on Facebook with your email. Ah, and your name, your information. And then you can come over to business dot facebook dot com and create ah, business manager, which you can then create at accounts so you can see that I have several different Ah, different businesses on here. Some our clients, some are personal ventures. We're gonna look at a business manager that I no longer use as this is just gonna be, uh, educational, and we're gonna use it for that purpose today. Eso head over to business dot facebook dot com and you'll be prompted to set up your business manager and you'll put in your information you'll connect your account. Um, and once we get inside, there you go, then be prompted. Teoh, you know, connect the Facebook page and creating that account and and things along that matter. So, um, once you're inside your business manager. This is what it's gonna look like. If you're creating a brand new business account, you're only gonna be able to create one at account until you spend about 50 to $100 on in the business manager. You're not gonna be able to create multiple at accounts. But what I would recommend is after you spend a little bit of money, advertising is to create as many at accounts as you can. And I believe the limit is five per business manager. That way you have other at accounts that you can run ads to in case there's any issues with , Ah, with your operating at accounts, sometimes you're at account will get disapproved, um, or or made an active. And that could be a real hindrance. And shut down your advertising efforts. Eso having a backup plan to be able to get those advertising efforts back up and running is a big, big, um, major key. So make sure we do that. The first thing we're gonna look at is, um, we're gonna go over to our pixels Ah, the entire way that Facebook tracks. It's information and data, um, through all through its its ad platform is through the use of, you know, it's proprietary pixel. Um, so we're gonna want to go ahead and set up our pixel and put that pixel on our store. If you come into here, you'll be able to see your ad accounts, and you can set up pixel if you click on set up pixel and you go through connect with the partner platform. Hopefully we're using Shopify. Um, it'll it'll run through the steps here very easy. It will show you where to go in Shopify How to place your pixel. Ah, where to place it and how to save it. And once you do that, you're connected and you're ready to begin sending traffic to that e commerce platform. 3. Understanding Your Ad Account: Okay, so the next thing we're gonna look at here is actually going into our account. So we're gonna click on one of our ad accounts and we will see the layout for at account, and we will see there are no campaigns active right now, but I'll just give you a brief overview of how this is structured so it makes sense. I know it can be a little intimidating when you start to see a lot of data all at once, and it just gets a little intimidating. So it breaks down into three different levels. We have the campaign level. Ah, we have the ads set level, and then we have the actual add the piece of creative, the video or image that we're going to run the campaign level is going to be what were optimizing for. Ah, in this case, we're probably gonna be optimizing for purchases because we're talking about e commerce here. Um, but you can optimize for sign ups you can optimize for post engagement. You can optimize for video views. So that will, um, that will structure how your ads are being delivered on the Facebook platform, um, itself and then the ad set it. The outset level is gonna be the various different interests or audiences or people that were targeting, um, and how we're targeting them. And then the ad is again gonna be the piece of creative. 4. Setup Your Ad Account for Success: I think the next biggest thing to understand is what data we wanna look Look at when we're looking at our campaigns. Um, and this will make sense as we go through the rest of the videos here, but, um, we're gonna set it up ahead of time so that we know what data we really want to look at. Ah, and our key performance indicators here. So if we go over two columns and we click on customized columns, we're gonna want to set this up. Um, toe, look at data That's really gonna help us make good decisions in our advertising efforts for e commerce store. So if we go through here, we can click out of all of these and we'll go ahead and set this up. The 1st 1 I like to do is delivery as to whether or not our ads set is running, whether it's been published and approved by Facebook will get that status here. The next column I like to do is amount spent so we can see how much is spent either on the campaign level, the ad set level or the ad level, and then the next one, we're gonna look at is gonna be budget, so we'll see how much Ah, how much budget is being attributed either to the campaign if we're if we're optimizing the budget for the campaign or for each individual ad set and again, this, this will make sense. When we go through creating the ads, the next one is gonna be reach How many people were reaching? Ah, with our advertising efforts, the next one will be Link clicks is always a good one having their people who have actually clicked on our ad. Ah, and something very similar is gonna be click through rate CTR all. And then we're gonna want to do add to cart and we're gonna do total. I like to unclip bees. Eso I just have one at the CART column checkouts initiated and wouldn't do the same thing. Purchases same thing here, and then we're going to do We're actually gonna put on cost after that cost per purchase. So that's gonna tell us how much how much in marketing dollars it costed us to acquire each purchase and it'll average that out. The next thing we're gonna want to look at is return on ad. Spend total, and then I like to put in CPM, which is the cost per 1000 impressions. And then what we want to do is go over here and save this preset as e commerce data. Okay, we're gonna apply that. And now you can see our columns are set up for us to look at the data that we need to look at in order to make good marketing decisions. 5. How to Create a Successful Campaign: Okay, guys. So the next thing we're gonna do is we're gonna go through and make a campaign on. We're gonna show I'm gonna show you all the, um, all the pieces of making campaign and how to do it properly. Ah, what? I recommend where to start again. It can be intimidating. Ah, looking at looking at this platform and not knowing where to start. So we're gonna going to create under campaign. And four are, um, you know, for driving traffic to our e commerce store, we're gonna optimize for conversions here again, we can optimize for a bunch of different things, depending on what we're marketing for, but we're trying to sell stuff, so we're gonna optimize for conversions here, and, you know, it's springtime. So let's say that this is gonna be our spring sale for for e commerce store. Okay, Spring sale 2019 and, you know, dependent on. And we're gonna go ahead and set up. There we go. And so now, now we're on the create ads. Set level. So this is where we're gonna dictate who were targeting what we're looking at, um, how we're going to spend our money for ad where we're gonna place are add all these different things so immediately you can see right here we will have the option that shoes are pixel, and we're gonna want to place this as purchase. So you will be a small box here and you click on it and you're gonna want optimize for purchase. Um, you know, we're gonna want to tell Facebook to place our as in front of people. Ah, with the desired result of getting purchases on our website, um and then will come down to audience here. And so for this example, um, will do the same as we did in my course of how to build a highly converting ah e commerce store. We focused on jewelry. So in order to find who your audience is air gonna be and and who's gonna purchase from you , we need to do a little bit of testing here. So this is this is how we're gonna test. We're gonna test broad, and we're gonna test, um, a lot of different interests. Okay, so we're gonna come down to detailed targeting, and we're gonna put in interests, you know, we're gonna be with our example. We're gonna be talking about jewelry, so I'll tape in jewelry. I'll click on that, and then I'll hit suggestions. And typically the suggestions tend to work out a little bit better for me. So I like fashion accessories, and I'm gonna put one interest in there. That's it. I'm gonna turn off expand interests because I don't want Facebook to expand it beyond fashion accessories. This is what I'm looking for. And we're gonna come back up here. We're gonna do 18 to 65 all, and we're gonna do English, and we're gonna come down to placements. And what I like to do is I like to edit placements. I don't like to keep it on automatic placements. This will allow Facebook to choose where they place your advertisement. I don't like to allow Facebook to make those decisions for me. I want to make those decisions for myself. Eso I'm gonna do at it placements and typically where I like to start is in the Facebook feed in instagram feed so that I contest where it's where my products are selling better. Whether it's Facebook or instagram and that's it. That's all do for for my placements. For now, as I start to re target as I start to, um know my audience better. I'll start testing different placements, but that's where I'll start for now. So this is usually a hot topic with Facebook ads. Whether or not we wanna click this box Ah, to show our ads only when people are connected to a WiFi. This is with the idea that people may not be able to load our site. I I usually keep this off. I haven't I haven't really seen a difference whether I have had that honor off, so I keep it off and then we'll come down here to our budget and our schedule so we can run our ads for a certain period of time if we want to start. Um, you know, for this we may want to do it. We're doing a sale. We're doing a spring sale here. So maybe the sale only lasts, um, is only gonna last a week. So it's may 9th or may 8th. Right now, maybe we'll make this sale about 10 days long and we'll allow it to run that amount of time so we can we can really schedule these things out and put him on. I'll autopilot on some fashion. Typically, what I'd like to do is I like to spend $5 a day, $5 a day per audience interest. That way, contest small amounts on on a certain audience interest and see if it's gonna work for me before spending a lot of money there. Um and you'll see why? Because we're gonna make several different audience interests in this campaign in order to test again touched various various different, um, audience interests and figure out where ads are working and where we should spend more money. And so the last thing we're gonna do is come back up here and we're gonna name this. Um, let's see, we're targeting The U. S. Were targeting 18 to 65. We're targeting men and women and we're targeting fashion accessories. And this is ah, $5 a day at that's typical. Like how I like Teoh name, my adds. It makes it really simple to understand what the targeting is inside there. And I don't have to look inside the ad every time I can just look at the name and so we're gonna hit, continue and move on 6. How to Create Successful Ads: Okay. Now, since we're just using an example, I'm not gonna actually create Ah, piece of creative for this. But I'll walk through the ad creation piece of this, um, again, you can name your ads, so we'll do spring sale. We'll do spring sale. Well, we'll make it a carousel ad. You know, we can feature several different products in a carousel ad. They look great. They look like this on Facebook, and you'll have various different products in here. Um, and so we'll go down and we'll choose carousel. And our text is gonna be our ad copy. So maybe it's spring sale shop. Our best sellers today for 25% off use code spring 25. That check out. Okay, um, and then I like to add some type of scarcity today only. And now our at is gonna be running for, you know, 9 to 10 days. But we can add a level of scarcity the consumer, and say, you know, this is only available today, so Ah, hurry up. You know our sales ending. Um, take advantage this while you can. And then we'll go through and we'll upload our images and they'll appear here? Um, our headline. It typically I'd like to talk about the product. What the product is the description. I'll usually repeat something like free shipping, or I'll repeat the coupon code, like save 25% spring 25 something like that. And then the destination u r l is gonna be the u r l of the product that were actually and , you know, showcasing in this image, which is which is different from the Seymour you, Earl, um, the Seymour U r l is gonna be the ah, the girl at the end here, um, typically in the care. So add what Facebook will do is put your Facebook profile and your Facebook, um, your Facebook page. They'll put their profile picture there, and you can you can go directly to the website. So this would be, um, just your home page of of your website, and I skipped something up here. I really like to keep these checked, especially for carousel ads. This is a great um, this is a great, great ah tool here. Automatically show the best performing card first. So Facebook will optimize what order they show your images in, which is really important. You know, some people like to take a piece of creative and split it into three different pieces. In that case, you're not gonna want them toe order. Ah, to reorder automatically. If you're using this in a creative way where these three images really make up, one image, um, you're really you're gonna want Owen click this. But if you're featuring various different products in each carousel, um, then I would recommend clicking this because it will allow your advertisement to optimize itself, which is great. And then I typically always add a card at the end with the profile picture, which is what we just talked about here. Um, the last thing we're gonna wanna look at or the last two things we're gonna want to look at is the call to action. We're gonna choose shop now because again, we're talking about online purchasing. That's important. Make sure that make sure that lines up And are you tm parameters? Are you TM parameters are optional, but there are a great tool we can track. Exactly What ad? It's another level of tracking that we contract. Exactly what add what ad set and what campaign A purchase came from on Shopify, So weaken We can collect that data not only in our Facebook data. You know, Business Manager are in our and our data analytics there. But we can also track that on Shopify End where we can look at the conversion data. Ah, within the sale on Shopify. So I typically like to put these in. It's not a lot of extra effort. I have something that I copy and paste in. This is all you need to do. Um, if you want to I would recommend taking a screenshot of this and just copying it verbatim and it will allow you to see all that conversion data on the inside of Shopify. 7. Strategy Behind Running Campaigns | Understanding Data: Okay, guys. So we're in an old ad account, actually now and we're looking at an old campaign, and so we get to really look at some data, and we're gonna talk about the strategy of how we go about doing this. Um, you know, we've We've we've learned how to set up our ads and we've learned all the data that we want to look at. Um, and I'm gonna go through and talk about all this so you can see, um, within our ah add set name here. You can see how we've got several different ads here. I've pulled up 10 that were in this campaign. You know, this is an old campaign is not running anymore. Um, but you can see that we're targeting different, um, different audience interest. So again, we're using that jewelry example. Um, we're targeting. Fashion accessories were targeting. You know, Pura Vida bracelets, which is another jewelry company were targeting Pandora jewelry were targeting charm bracelets were targeting necklace were targeting Tiffany and CO, were targeting jewelry design. And the whole idea behind targeting all these different interests is to find the interests that are gonna work. And you can even see that we've targeted fashion accessories top twice because it was working, Um, and so that the the idea behind it is to create anywhere from 7 to 10 different audience interests with your ad, Um, and you just change the audience interest, and you target several different audience interests, and then you can figure out which ones are working in which ones aren't. And the way that we figure that out is we've got a general idea of where our break even point is. So if we spend more than $12 advertising to an audience and we don't make a sale, we're gonna want to turn that off. If we have a break even point of $12 that's kind of the game, we're gonna play here. Um, so we're gonna take a look at all of the data here, which is actually pretty cool. We got some pretty good results, and and we're gonna go through and analyze some of this stuff so you can see we spend $167 here. $10 Here, $123. Here. $43. Here. $17. Here. $50. Here. Ah, and so on and so forth and you can see our daily budget. You can see our reach. You can see how many people click through this. And you can see how many people added that product to the cart. How many people began to check out and how many people purchased. And then we can see what the cost per purchase was for each one of these. I believe this product that we were marketing at a break even point of about, ah, $10 or so Ah, 10 or $12. So if any If this cost per purchase grew above $12 we probably wanted to turn that off. Now. We had several different things set up on our site where we were up selling people on products. We were We were getting people to buy more than just the product we were marketing. That's why we see a cost per purchase of $11 here. But our return is almost 2 to 1. So our return essentially is every dollar that we put in. We basically got $2 out. Um, but that's the game we're gonna wanna play here. You can see that our ad sets that. We're doing really, really well. Fashion accessories. We were making 5 to $7 on every sale. Here we were. We were over tripling our money because it only costed us $5 to get that purchase. Us is There really is a really cool and powerful tool. Um, looking at the data in this way is big. Um is really gonna open up a lot of big windows in tow how we can optimize these campaigns ? Um, anything that really is going against spend over the amount that, uh, we're gonna break even on a product. We're gonna want to turn that off. So we would have wanted to turn off this ad set. Definitely this ad set. It went over $12. Absolutely. This adds that you can see we broke even there. We spent $17. It costs $17 to get a purchase. We made $17. Um, we're gonna want to turn that off, and then this is just a rinse and repeat method. Guys, um, typically, what I found in in in my successes is I'll find anywhere from 3 to 7 winning ad sets, based, often audience interest, and I'll just duplicate that I'll continue to duplicate that. Ah, and and market to that. And the entire game that we're gonna end up playing is is we're gonna find a lot of what doesn't work in a little bit of what does work. So there is a period of time where we may lose a few dollars in this effort. There is a period of time where, um where we need to figure out what is working so that we can spend more money there and less money where things aren't working. So this is an investment. You got to keep that in mind, um, that it is just gonna take time to find what's gonna work, and it's gonna cost a little bit of money to do that. Um, but once we're able to find what's what's working, we can then double down on what's working and begin to scale that. So a few other things that I really like to look at is the trail of website. Add two carts to website checkouts initiated to purchases. I think this is really important to understand. Typically, what we want to see is 1/3 at least a 30% conversion from add to cart to check out. And another 30% conversion from check out the purchases to this would actually look pretty healthy. Um, anything where you're getting several. Several website. Add two carts. Um, and maybe one or two purchases. You're gonna want to take a look at the interest you're gonna want to take a look at your targeting. You're also gonna want to take a look at your website. Is your website optimized the way that we talk about in, um, in some of my other courses? All of my other courses talk about how to build a nicely organized, highly converting e commerce store. We also talk about, um, using email, automated email efforts in order to close some of these gaps. It's what I call plugging the holes in the data. Um, so down here, we can see there is a nice big, you know, hold the plug in the data where we had 144 people have this product to their cart. Only 30 people of them bought it. This is still a healthy conversion. You know, we have over 50% of the people checking out. Um and then you know about 30% of the people, a little more than 30% of the people purchasing, which is still great. But there's 144 people that that started that process. So I want to be ableto plug that you know, that leak in the data. And how can I do that? I can do that by sending abandoned car emails. I can do that by I'm trying to re target them with other advertisements as well. So big things to look at here is is that data flow, typically a healthy, healthy balance is, you know, 30% from each and again, we're playing the game of making sure that our amount spent ah doesn't go over our break even point for every purchase that we make that we can actually begin to, ah, profit off of our marketing efforts here. 8. Understanding the Power of Custom Audiences: So the next thing I want to talk to you guys about, um it's something very powerful within ah, Facebook business manager that we can utilize in our marketing efforts. And if we go over assets and head over audiences, this is where we'll be. And this is creating custom audiences and look alike audiences. We're gonna start with custom audiences, but you can create custom audiences from, ah, lot of different sources. You concur? Create him from your Facebook page. You can create him from your your instagram page you can create from a customer file. This is typically going to be the most scene is customer file. What we mean by customer customer file is our email list. So what Facebook does is the interface, um, your email list to people that also have ah Facebook profile associated with that email. So if we're capturing emails on our e commerce platform, um, and if you don't know how to do that, I also have other videos about that on my channel. Um, if we're catch capturing ah, customer emails, we can then put those into Facebook and market to them as well. Um, and we can be very strategic with these efforts, whether they have purchased or not, we can weaken. Try to give them an additional discount, knowing that their ah second time purchaser or we can look and see if they haven't purchased based on you know, our email data of these customers and try to get them to be become a first time purchaser with our brand and with her company. Um and so I typically use the user file it doesn't include in LTV. Um, and this is a very basic basic upload. I typically do one column email, and I do their email address and I upload it right here. Um, and typically the origin of this is going to be directly from customers. Because we're not We're not purchasing our email list, guys. There's nothing worse than purchasing an email list. Don't do it. Um, directly from customers were gaining these emails organically. And we can upload these and really anything, um, anything over 200 emails is gonna put us in a really good position. And guys getting 200 emails is not a difficult thing. And what we can do is then go in and create look like audiences. So what we can do look alike. Audiences are gonna be our most powerful audiences that we can market to and create add sets off of. So within our ad set, when we're choosing our targeting, we can also choose thes audiences that we're talking about right here and that we're creating. Um, so our lookalike audiences, we would choose the source and we could choose our email list. And basically, what I look like audiences is it'll it'll take, ah, the data from your source audience. And it'll tell Facebook to create audiences based off of people who look exactly like those people. So don't you think it would be phenomenal and very beneficial to us as marketers to have a list of anywhere from 200 to a couple 1000 people that we can upload into our our Facebook profile? Um, and tell Facebook. Take these 200 to a couple 1000 people and find me the millions of people that look exactly like them have the same interests as them purchased the same things browse the same things online, don't you think that would be extremely powerful? It is. And that's exactly what we can do here. We would choose our source file here, and we would sect select our location for for us would be the United States. And then we would select our percentile. Typically, what I do is I'll create 01%. I'll create 0 to 2% 03% year to 4%. So this is T process tedious process. You'll have to go in and do this over and over again. I don't do dynamic look like audiences. I test by percentile only. And as you go up from 1 to 10 10 is gonna be the furthest away permit from what it looks like. So a 1% lookalike like look like audience consists of the people most similar to your look like source increasing the percent creates a bigger, broader audience. But even even audiences up to the 7% have performed very, very well for us. Um, so this is gonna be extremely powerful thing that weaken, weaken use. We can also begin to create look like audiences based off of actions people have taken, which is very, very powerful. And so play around with this guy's because we can we can use these things to our advantage again. All these things are available to anybody with a computer and an Internet connection, and that's what makes us so great. It's a free market platform that we can begin to market and grow our businesses entrepreneurs. 9. Lesson Wrap Up: and so that's it, guys, that's gonna be a brief overview. There's a lot of tips and tricks in their, um obviously, it's gonna take some trial and error on your end to figure out what's gonna work. But this is typically the starting point that I that I take for every single, every single venture that I'm, ah, part of and every single ah client that I take on for marketing. Um, so if you have any questions, feel free to reach out to me. I look forward to helping you. Um, there's a lot going on here, and I know it's hard to cover it all in one lesson. Um, you know, when I was first learning all this stuff, I I started to have very specific questions, and it's just important that you asked those questions. Ah, and look for answers to those questions because that's gonna that's gonna change the results for you and your success. So, uh, feel free to reach out. I'm here to help