Transcripts
1. Intro: Are you a small business
owner who would like to get more sales
through Facebook ads? I mean, you have a business
that is offering real value, your product, impeccable,
your service, fantastic. Plus you're also active
on social media. So you're doing everything right and now you're thinking about running ads
for your business. But you don't know
where to start. And to be honest, it might
feel quite daunting. Well, lucky for you, you
are at the right spot. In this course, I share three Jolly Joker ads
you should be running as a small business owner to get results without
having to burn money. Two, I'll also share how much I recommend you to spend month
to month. It's a shocker. It's less than you think three. I'll let you in some
industry secrets no one is talking about. And I'll share my tips and tricks that I've learned
managing ads for double digit accounts from different continents for
over the past eight years. Hi, I'm Diana Do Bradinski and I run an award winning
marketing agency in Hungary. With my amazing team, we help small businesses
such as hotels, bars and restaurants from
all over the world to tackle their social media and use Instagram
as a sales magnet. Okay. Now that you know
that we're super amazing, believe me when I say that. By the end of this course, you'll be able to run ads
in ads manager confidently. You'll know what you'll be doing and it will
be intentional. You'll know what kind of
ads you should be running. You'll know when you
should run certain ads. You'll also know how
much you should be spending on each ad per month. Please note though, that
this course assumes you already have a business manager and an ads manager set up. So if you don't have
one, no worries. Let me know in the comments, and I'll make a video
about that too. So really, let's get started.
2. Project: Skill share courses usually include a projects
for students to do, get feedback on, and
essentially help putting that newly acquired
knowledge into action. Since I'm such a cool teacher, your homework in this
course is going to be super easy. You're welcome. Take a screenshot of the current state
of your ad account, especially focusing on
the metrics right here, like your business is CTR. Or if you haven't been
running ads just yet, then just take a picture
of the blank page itself. Make sure, though,
not to include any sensitive information here, such as your ad account number
up in the top left corner. Just to be safe, once
you finish this course and applied what you could
just take another screenshot. Hopefully you can
already see the change. I'd love to see the
change as well. So make sure to
upload it in it in project section. See you there.
3. Why you def NEED Ads?: You're probably here because you're a small business owner whose product is
impeccable. Your service. Fantastic. You're also
active on social media. You watched my previous
Instagram marketing courses, so obviously you're kicking out. When it comes to Instagram, you're doing everything right. So it's completely
understandable why you're hesitant about running Facebook
and Instagram ads. Maybe you even tried
running a few before, but without any strategy, so you haven't seen
proper benefits from it. You're thinking
completely, right? May I add that? You'll be fine. I'm fine with organic coach, but here's the bad news. You could be doing every
single thing right from Instagram engagement
to your highlights. You're going to need ads to put you in front of your
ideal customer. Why, why, why? The answer is easy. This is where Facebook
gets its money from. They are interested in
you spending that money. And since Instagram is not just an innocent visual
diary that it used to be, but rather a hardcore
sales space, you have to fight
for that attention. We could say it's an ad
eat ad world out there. Now before you get all overwhelmed thinking,
how do I do this? Where do I click? How
much should I spend? The good news is I'm here to help you
throughout the journey. The other good news is that you don't need to
spend the big bucks, just a little to get that ball rolling with
one of my clients, a boutique hotel, in boy, we have spent $50
ads all year round. Yep. All year round. But before you get too excited, this was before Covid, but currently the minimum amount I recommend my clients to spend that brings result
is about $30 a month. Now that's not that
bad though, is it? So in the following videos, I'm going to teach you
three jolly Joker ads. You can start running fast, easy with a small budget
and limited resources. I'm even going to split
it up for you from easiest with the least effort
to a little bit harder one, but still small effort. I'll also share some
industry secrets that I have no idea why
people are not talking about. And some of my own tips which
I learned managing ads for multiple accounts in
multiple countries over the past
approximately eight years. Please note though that this
course assumes that you already have a business
manager and as manager set up, don't worry if you
don't have one, just let me know in
the comments and I'll make a video about
setting up one as well. So let's get started.
4. Jolly Joker Ads - Nr.1 - Boosting: In the following classes, I'm going to talk about
the top three types of ads I run for all my
small buss clients. This is all you're going to need to set you off on
the right foot. These three types of Jolly
Joker ads are effective, cover your whole
marketing funnel while creating and nurturing a
flow of potential clients. These ads are what, in
my previous experience, work the best, especially
with service based clients. They are relatively simple
to do and what's super important when you're running a small business
are cost effective. I'll also share a
few insider tips that no one is talking about
and I have no idea why. But luckily for you, I'm
not here to gate keep. These three types of
ads are number one, the secret weapon campaign, number two, brand
awareness campaign, and number three,
the sales campaign. Because I know that
this is a lot of work, takes time, which you might
not have takes patience, you might not have
takes perseverance, which I might not
pronounce right, but you get it out
of these three. I'm going to start
with the easiest one with the added secret sauce. If you just take away one
technique with you from this whole course is going to be the most
effective one for you. If you want to learn
more, just keep on watching the
rest of the videos. But for now, let's start
with the first ad, type, the secret open campaign. You know that boost this post on every right corner
for uploaded content. This is what we're going
to be addressing here. But with a little twist, I do recommend using this
ad type for everyone, especially for events and posts that are doing
pretty well already. This helps with getting the page more traction, more engagement, and ultimately a
lot more followers, which is pretty
hard to get lately. This is also a super easy, as you don't have to go in
the actual ads manager. You can also adjust the audiences and distances
easily inside there. But it's not going
to cut it if you're only relying on this type
of ad for your business. How to do it? Head to your Facebook profile and click this
Boost Post Button. Make sure that this
is your account here. You could set your
button or goal. It could be a light your
page or a send message, but I don't recommend
the send message or the call button,
it just doesn't work. For this, we're going to
put a no button here. This part is where you could
set your audience details. For example, you could
target people who are similar to the people that
already liked your page. Or you could target people
who liked your page. Or specifically people
that you define by targeting this advantage, audience works if you want Facebook to do
its automatic thing, If you don't have time or
you're just a bit lazy, you could just do that. You could also set
your location. You could do it by
dropping a pin or just manually typing
in where you are. You could easily set
your budget as well. As I mentioned, about $30 a month is the minimum I
would recommend spending. You could adjust the
time frame right here. Basically, on the right side, you could see how the
ad is going to look, make sure everything
is correct and fine, your budget, your location, and you could just
submit your ad. These ads initially show up
on Facebook and Instagram, but I don't like the way they do it on
the Instagram platform. On Instagram, it appears in the snowman world
looking strange for the feet leading out
from the app itself. So no one is going to
actually click on it. I try to leave
Instagram out of it. Here is the secret
sauce for you. If you want to focus on your
actual Instagram account, don't boost through Facebook. When I boost on
Instagram itself, the ad performs a lot
better, like a lot. I've been seeing this for years and I had no idea
why it's happening, so I just took advantage of it. And now it's your turn
to take advantage of it, especially if you want
to go on Instagram. Interestingly, when I had a call at my meta vizier recently, he also confirmed this. He said that they have no idea
why it's happening either, but it's true when no
one is talking about it. Actually, I just
tested this again, specifically to document
it for this course. It's insane how many followers and traction this can bring you. Look at the analytics regarding growth without boosting
a post two weeks ago, look last week with
the boosting I did. Or look at this reel. This
real was doing so well, so I boosted it through
Instagram and it just blew up. It brought in 10% of our following insane and
it continues to grow. What you'll want to do
as well is either boost your reels or when one of your post is already
doing well organically, you'll want to boost that one. It's just better
for the algorithm and it will
potentially do better. I'm going to show you how to do this on Instagram as well, so we're going to use
this real as an example. Click on those three level dots right there and boost this post. Click on more profile visits. This is what's going to
bring the most traction to your page about
your audience. Make sure it's automatic. Don't worry, it's
going to work just fine about your
duration and budget. You could set whatever
you want here. It really depends on you. And there you have it. It's pretty
straightforward and easy. It takes maximum 24 hours
for it to get approved. Any questions
regarding this topic, let me know in the comments.
5. Jolly Joker Ads - Nr.2 - Brand Awareness: In the previous lesson, we have covered
the easiest method to run ads for your account. Now what the struggle is real, you have no idea about targeting audiences or what
kind of ads you should be running. And
I don't blame you. I had years to experiment with this
through trial and error. So I'm going to share
what works best for the small business owners I have been working
with the past years. So add type number two,
brand awareness ads. Let's be honest,
in the beginning, nobody really knows
about your brand. You don't have any brand
recognition at all. You already have your
distinctive assets. You know, we talked
about this before. Your logo, your colors, your fonts, and et cetera. But are you a
florist? An artist? Do you own a restaurant or
do you sell online goods? It's likely no one
knows about you, besides your friends and family who are
liking your posts. And this is what we're going to change with
these types of ads. I was lucky enough
to take part in opening a restaurant
about two years ago. It's quite unbelievable, but
whenever I ask random people from the city I just met if they are familiar
with this restaurant, they are 99% saying yes, and this is a huge deal. I'm still stunned about it. And the interesting
part is that a lot of times they haven't even
been to the restaurant yet, but already have an idea or an opinion about it
only from social media. And this is a lot of hard work. I'm not saying this is what
you have to aim for if you're a smaller hairdresser or whatever smaller
business you do. All you have to do though is get into the head of
your ideal audience. I usually recommend doing this, especially at the beginning
of a business the first year. For sure, you might not see actual related sales coming
from these types of ads. And maybe that's why a lot
of people aren't doing it. But it helps with getting brand recognition that will eventually turn
into sales for you. So let's get into the making of an actual
brand awareness ad. Head to your ads manager, this is what you
should be seeing. You have your campaigns, ad sets and ads. Campaigns in general represent your actual goals like
brand awareness sales. Whatsoever. Your
ad sets are about technicalities like your budget and your audience and your ads. And this level is about the
actual visuals and copy, create a new campaign. This time your objective
is going to be awareness ads. Click awareness. Continue. We are at
your campaign level. You have your ad set
and a level as well. Make sure to name these is just easier to get back
to it later on. For now, it's going to be
first awareness campaign. I'm actually going to name
all of them the same. You don't have to do anything
here. Don't worry about it. Neither do here. Next, now
you're at the ads level. Our goal this time is
to maximize your reach. Make sure that this
is the Facebook page that you want to
run your ads on. Now heading over to your
budget and scheduling, you could set a daily budget
or a lifetime budget. I usually recommend
my clients to spend at least $30 a month, which you could split up for daily clicks or a
lifetime budget. Make sure that this start date is a little bit later than
when you're doing the ad. If it's not, there's going to be a narrow message and it's going to say that
it was in the past. Just put an extra hour. Next up the locations, you could set a location
specifically for your region, your country, or your city. Or you could even be more specific and add a pin
to your exact location. From there on, you could set how far you
want to advertise. This depends on your
business, really. On the side bar on
the right side, you could see how big that audience is going
to be approximately. You could set the age. Recommended to start
from 18 or 21. There's not really a
point to add a language, but if it's specific for
your target audience, then definitely
add that. Add it, okay. This part is Brethvinu, you just have to indicate
that you're the one who is paying for the ad
and it's in your favor. Okay? Next. Now we're
at the ad level. This is where we're going to put together your visual and copy. Make sure that this
is you right here. I recommend doing a carousel, but you could also add a
single image or a collection. But a carousel is the
best because you could shore here to add
images to the carousel. You can add it here, either applaud
photos or just pull out photos from the actual page itself which you already used. This is what I'm going to
do here to add more photos. Just go back to the same
spot or even videos here. This is where I'm going
to put the headline. You'll see where it's going to appear on that right side bar. If you want to spare
yourself some time, you could apply
this to all cards. See it's going to appear in
all of the cards this way. Now about the primary text, this is going to be the
most important part. Make sure that the first
one or two sentences are very onto the point. Easy with some more, because as you can see
it on the right side, this is what people
are going to see. I'm going to add
more photos here. You can upload 1010 photos or videos and easily have a look how it's going
to look at the end. This call to action
is a bit weird for us now because we're in the
brand awareness part. Actually, people don't really want to click on
these, get directions. Either learn more or
book now or something. And just make it head
to your website. You have to put your
website in here, perfect. And you have to add
them here as well and apply to all cards are easy. Go to, you don't have to
worry about these for now. Later on we could talk
about this as well. Head back to check everything. Your budget is,
everything Okay here, did you set your end date? It doesn't keep on taking
off money from your account. Once you're finished, just click next and eventually publish. Let's go back and have a look. You see it's processing
there now. It's scheduled. Perfect. This is
where you're going to see your analytics later on like your CTR Reach and impressions is what
we're going to focus on now. Good joke guys. With these
brand awareness ads, we're going to focus on the metric of reach
and impressions. Flick through rate numbers, meaning how many people
actually cut your ad. Don't really matter
here as we are aiming to reach the most
possible people, we can get you the most amount
of eyes watching your ad, your logo, your photo location, and your distinctive assets. Make sure that people
know what you are about. Don't just post a
logo rather upload the picture describes
what you do in one blink because that's
what you're going to get one blink on the side of Facebook page now that
we cover this part. Bear in mind though
that this never stops. Potential clients often ask me when we start
working together, how long do I have
to keep on doing the marketing or how long do I have to keep on advertising? Well, shortly forever. I'm not just saying this
because you know me, but I'm sure you guys
heard of Coca Cola. They haven't stopped
advertising. If you want to know
more about this topic, let me know in the comments.
6. Jolly Joker Ads - Nr.3 - Sales: Getting into our third ad
type, sales campaigns. Our magic word in this ad
type is going to be lists. Whoever loves lists, You're
going to love this class. In my experience, what
really works well with service based
businesses is you can target audiences who
already bought from you, people that are similar to the people that already
bought from you, and even people who just
checked out your page. And we can reach
them multiple ways. Number one, e mail
list, number two, local audiences,
and number three, previous Instagram and
Facebook engagers. Let's start with the first one. E mail lists start
assembling an e mail list. Like right now, this
is a gold mine, not just because
you have the data. And yes, if you're in Europe, make sure everything
is GDPR compliant. So, not just because you have
the data of your customers, that can be super, super useful if you want
to send out newsletters later or to have backbone for your
business in the long run, whatever might
happen to Instagram or any other social
platform later on, I recommend that you start
doing this straight away. We're going to need at least 100 E mail addresses from
the same country. But the, the merrier
Facebook in general recommends this audience to
be 1000-5 thousand people. The more data you have, the better you're
targeting gets. Once you have your list, the easiest thing to do is, is assemble it in an Excel file. Facebook has a special format
where you can upload this. And I'm going to
show you how to do this step by step in
the following minutes. First, we're going to have
to create a new audience. Head to your ads manager and click at audiences.
So we're right here. Create a new audience and we're going to create
a custom new audience. In our case, this is going
to be a customer list. Hit next. Now you could see that you need a
CSV or a TXT file for this. It can't just be an Excel file, but you could also download a template to see how
it's going to look, but actually you could just save an Excel
file in this format. This Cel needs to have
at least one identifier, which could be an
E mail address. You don't have to
put anything extra, but if you have more data,
that's fine as well. The targeting is going to
be even more specific. This is where you're
going to upload your Excel file here, see it's CSV here. As I don't have any added customer value or
any other data, I'm just going to
that it doesn't have any other value than
an E mail list there. You could see that
it did its magic. And how much like about 900
new E mail address is here. It's going to upploaded and your customer list is uploaded. That's it. Yeah. Yeah, there you can see it. It's about 900. You could either create
a look alike audience for this or just add done. And here you're going to
see your new audience added and it's going to show up next time you're
running an ad. There you have it.
Your new customer list is now added as an audience. From here, you can automatically play around with
adding another list, a looklike audience as well. This is actually
our second topic. Number two, local audiences. These are people
who are similar to your uploaded
audience which is so great your customers
already bought from you. People who are similar to Dam is pretty good targeting
for your business. We're still in the
ad manager and in audiences we're going to
create a new audience, but this time it's going
to be a local audience. You're going to select
your source here. For our case, it's going to be the Excel file
we just uploaded, but actually it could be
your Instagram engagers. I'll get to this point later on. For now, the previous
E mail list, we're going to
select the location. Unfortunately, this can't be
more specific than Hungary. And maybe Budapest, but maybe that's not
going to work either. It's pretty broad,
but it's still fine. Now about the size, before I thought this
should be 1% because, you know, the more
specific the better. But I had a call with my meta wizard and he
recommended that it should be about 3% It worked your
new look alike audience. It's right here. From here, Facebook works its magic with the
data you provided, and we'll aim at
similar audiences. Last but not least,
number three, previous Instagram and
Facebook engagers. You also have the option
to target people who are already engaged with your
Facebook or Instagram account. For example, save
one of your posts, which is the fun
fact, what I've seen, that is the secret ad method for a highly gender cosmetics. These audiences are a
great target for you, as they are already seeing
value in your product. If they see it again
at the right time, thanks to your ad,
they might actually commit this time rather than
just saving it for later. What you'll want to do again, is to go in audiences, create a new audience, custom audience instead of the look like one
custom audiences. This time we're not going
to go to customer lists, rather we're going to go right there at your
Instagram account. That's going to be the, so make sure that the source
is your account. So here you can play around. I like to put in anyone
who engaged with this professional
account because that's like the engagement part. But there you could see anyone
who saved my post as well. Anyone who engaged with the professional account
in the past year. Then make sure that you
name this audience, you don't forget what
it is. For this time. It's going to be
Instagram Engagers 2023. You're going to create
audience and it's done now. After this, you can easily create a local like
audience from right here. Your source is the Instagram
Engagers from 2023. You could add your location,
it's going to be broad. Again, maximum or minimum? Hungary. As mentioned,
this should be about 3% create audience. Yeah, it's right here. Once again, if you create
a custom audience, but this time for
your Facebook page. We're going to go through
the same thing again, but it's going to be
about your Facebook page. I'm going to name the audience
Facebook Engagers 2023, or just Facebook Engagers. I'm going to create a
look alike audience, again for Hungary and once again for 3% Now
whenever you run an ad, these will come up as suggested
audiences in general. I'm going to run a value ad for these previously
mentioned audiences. It's going to involve a more
specific call to action. This is mandatory to put
in these types of ads. And since these are people who are similar to my
previous buyers, I know what their
pain points are, what kind of words
they would be using, what would catch
their attention. We're going to focus on
the CTR numbers here, meaning how good your ad, how many people
actually clicked on. This is the so called
click through rate. This number is considered
good if it's above one or 2% Any questions, feel free to ask
me the comments.
7. Conclusion: Thank you so much for
joining me in this course. I hope you can put everything we learned here into action, which will help your
small business pride. We learned about, number one, why organic reach is
not going to cut it, and why you need Facebook
and Instagram ads to boost your business. Number two, then we
learned step by step how to create the top three ad takes a small business
owner should run, rated from super and effective to more
advanced and effective. I also shared a couple of
examples and insider tips and tricks I've picked up in the past eight years
while running at. Thank you so much. Again, if
you have enjoyed this class, please make sure to leave
a review at the end. It really makes a difference
and it helps me to create more and more amazing
content for you here. Thank you guys.
See you next time.
8. Bloopers: Bosmac. Hello, Bessie. Singer, Banana banana.
Diana Dobrodinszky, Business Owner, Head of Marketing Agency
