Social Media Marketing Mastery 2024 | Justin OBrien | Skillshare

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Social Media Marketing Mastery 2024

teacher avatar Justin OBrien, Facebook Ads Expert

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

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 to Social Media Marketing


    • 2.

      Creating Social Media Marketing Accounts


    • 3.

      Getting Started With Facebook


    • 4.

      The Ultimate Guide to Facebook Ads


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About This Class

If you want to be successful with Social Media Marketing you will LOVE this course! You will learn the principles and strategies that work for us and that we have used to build PPC ads for over 500 businesses successfully! Facebook, Twitter, Instagram, Pinterest, Google, YouTube, LinkedIn, Tumblr, Wordpress, Blogger... any marketing via social media, we have you covered!


Do you want to partake in a CONSTANTLY updated Social Media Marketing course that teaches you PPC (Pay-Per-Click) marketing on over 10 Social Media Platforms from A to Z?!

Three reasons to TAKE THIS COURSE right now!

  1. You get access to all lectures, including new lectures every month (content is added constantly as updates to social networks roll out).
  2. You can ask me questions and see me respond to every single one of them thoughtfully!
  3. What you will learn in this course is original, tested, and very detailed! Learn the Social Media Marketing strategies I implement for clients daily, including what social media pages are right for you and content management options that will streamline your posting process. This course will also lay out step-by-step how to optimize your paid ad strategy on all the social media networks and enable you to reach any type of target market! Make the most of social media marketing and make it easy, so you can get back to what you do best, running your business!

In this course, you will learn Pay-Per-Click Social Media Marketing from beginner level to advanced!

You will be able to optimize your ads for increased conversions and decreased costs. You will be able to create and make use of EVERY type of SMM ad. You will be able to grow your page likes and post engagement. You will be able to find new customers that will drive your brand to new heights via social marketing. Join this course now to learn how to take your brand, product, or service to the next level with the power of Social Media Marketing!


Meet Your Teacher

Teacher Profile Image

Justin OBrien

Facebook Ads Expert


500k+ Students | 500+ Google Ads and Facebook Ads Marketing Agency Clients | MOOCs + Free Online Courses Including: Master SMM / SEO / Amazon FBA / Facebook Ads Expert and MORE Online Courses!

Our mission is to promote and provide lifelong learning opportunities to the masses! We are constantly expanding subjects and providing more examples to students daily.

Our team is made up of a group of marketing, math and engineering majors that are OBSESSED with continued learning opportunities.

If you’re not growing, you’re dying… — Anthony Robbins


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1. Intro to Social Media Marketing : Welcome to my Social Media Marketing Mastery course. Throughout this course, I'll be taking you from a to Z on all the social media platforms. So whether if you're a newbie or advanced, this is the course for you. So why learn from me? I began my path into marketing as an engineering major. So once I began to learn coding in my college courses, I started to build niche keyword websites. And then I use growth hack marketing techniques. I taught myself to build up these websites and then flip them for a profit. So now it's over a decade later. And I built, I've consulted and I've helped develop the marketing strategy for over 500 businesses. So who is this course for? The people I've worked with over the past ten years include small business owners, local brick-and-mortar businesses, social celebrities and brands. Bigger corporate contracts. Really anyone looking to benefit from social media advertising is fit for this course. By the end of this course, you will understand all of the social media platforms and especially be a master of optimizing your paid social media advertising campaigns. Whether it be on Facebook, Twitter, Pinterest, Instagram, YouTube, LinkedIn. Unlike many courses, we really focus on getting the biggest bang for your buck with paid social media campaigns. So our course covers optimizing your Facebook page and your Facebook ads. How to optimize your Instagram account and create sponsored ads within Instagram. We also cover optimizing your Twitter account. And we'll teach you how to use the highly targeted Twitter advertising platform. Next, we'll teach you how to build a robust Pinterest page. Flesh out all your Pinterest boards, and teach you about the various Pinterest paid advertising methods. Next, we'll cover YouTube and how important it is to have the social media channel and be creating video content. And with that, we'll teach you how to create video ads via Google AdWords. The next network recovered his LinkedIn, will cover the basics of building out not only your LinkedIn profile, but your company page on LinkedIn as well. And then how you can create LinkedIn ads. We also touch on Google and how to use it for marketing and its importance for backlinks and local businesses. Finally, we'll cover blogging, the search engine optimization linked with that backlinks. How to use if this then that to mass post to all these social media platforms via a blog like Tumblr. And much more. 2. Creating Social Media Marketing Accounts: When launching a website or starting a new brand, my rule of thumb is to lock up the same social media username or handle on all the social media networks. So optimally try to lock up the domain name as your handle. Or the very next best option is a keyword from your niche. So as an example, Nike, I would love to lock up the handle, Nike because I already have But the next best thing would be Nike athletic shoes, Nike shoes, Nike apparel. So you use these websites to check availability. There's named, CH K, or named So here's an example from named So our first input, the domain name from my client, fitness guru. So as you can see, is taken, the Facebook has taken, the Twitter is taken. The Google Plus is available, the Tumblr is available, the YouTube pages available. So this is just a nice way to instantly check all the social media networks first before starting to sign up at each one individually. So the next one I like his name check. So since I saw fitness guru was taken on a lot of the sites, I tried the fitness guru. So as you can see on the top part of the page, it gives you an available domain names. So the fitness is available, the fitness guru dot guru. So that makes me think maybe I should check the fitness dot guru to see if that's available. Another great one, the fitness guru dot tv. So if you want to lock up some more domains, this site has a great checker for domains and usernames on social media networks. So when I scroll down, you'll see I'm still searching the fitness guru. This one is actually available on less platforms. No Facebook, no Blogger. Now YouTube, no Twitter, no Pinterest. So again, keep checking usernames, keep checking variations of those usernames, domain names, your domain name with a keyword, all those different variations until you get one that is available on most of the social media networks. So don't fret if your handle is already taken or locked up on the social media networks, just try some of these tips. Look at the first example, Julia, obviously her name is pretty long. Possibly it was taken or people misspell it. So she just put official J, L, D. So think about using the term official in front of the initials for your brand. The next one, Donald Trump. The handled Donald Trump has taken, so he put real in front of it. The next one, Ellen DeGeneres. She put The in front. If your brand name has taken an easy way to fix that is just put The in front of it or try what Samsung did. Make it specific to the region. Your brand targets, especially if it's local. Maybe you can put the state name after it or your country. As you'll see in the top-left, their cyber does, That's an application meant for mobile devices. So Cyber Dust was taken, but they added app at the end of it that even helps people understand instantly. Oh, that's an application. So it really helps with your brand recognition as well. Next is J low. If your name is taken, again, try shortening it. Remember it's much easier for your customers to remember a shorter username with maybe just one keyword rather than your brand name. Than it is to remember a long strung out, maybe even hard to spell brand name. The next one I love is just adding and spelling out your actual domain name. So, this guy just created as firstName as the domain name, his last name as this spelled, or maybe it's dot org, dot net, etc. Now in the bottom-left at skateboard. Like I said, if your brand name is taken, if your domain name is taken, try just locking up a great keyword, whatever your main keyword search term is for your product or your service, try to lock that up. Another interesting angle is to put ask in front of your brand name. So ask Dr. Ruth. Finally, adding HQ at the end or co at the end. Headquarters Company Incorporated. Llc. And easy way to lock up your brand name and just throw the actual Company Incorporation sign at the end. So some username or handle requirements I go by. First is a length. Shorter is better, it's easier to remember. My next thing is consistency. People will be able to search across different platforms for your brand. And if it's the same handle or username at each social network, it's gonna be a lot easier. Find your brand. Next is readability. How easy is it to read and say your brand name aloud? Sometimes people try to be cute and add a one where it should have been an L, a three instead of an E, things like that, but that can really confuse a user. Yes, it spells out your brand name in acute unique way. But for SEO, for readability, for spell ability. I don't like doing those unique little things. Next is to try to use your business name. If your business is John's cupcakes, don't use a username like sweet treats, trying to lock up your business name first. And like I said, if John's cupcakes is taken, let's try cupcakes alone. Let's try your specialty cupcake brand. Let's add John's cupcakes. One more keyword after that, John's cupcakes LLC, John's cupcakes HQ and so on. And finally, how easy is your handle to remember? Again, avoid numbers in your handle, as people will forget, if it's numerical or text. Was it the number three or was it a spelled out three? So y is SMM or social media marketing. So important, social media marketing is key for SEO. Seo is search engine optimization. Search engine optimization is the process of effecting the visibility of a website or web page in a search engine's natural or unpaid organic search results. So what does this mean to you? Should you go out and lock up every social media page for your brand? No. But Google algorithm States it takes social media presence and Cloud highly into account in its algorithm for ranking your website. So if you do have a Facebook or Twitter or Pinterest or Google Plus, you don't just want it locked up in the profile to be a ghost town. You want to be engaging with people, creating original content and posting on a regular basis. Those are all things Google takes into account. So yes, have a great website that's mobile-friendly, but also have at least two or three social media networks that you use regularly and post on. Personally, I like Facebook, Twitter, and Tumblr because I can automatically set up when I posted my Facebook, it'll post to my Twitter and my Tumblr. So by doing this, you're creating social cloud and a following on various networks which Google really likes because they see you as a quality item that they want to rank highly in their search engine. So I just want to expand why social media so important? First off, increased brand recognition. Think of social media as new channels for expanding your brand. You're reaching new people and new demographics by creating profiles on all these varying social platforms number to improved brand loyalty. Several studies have shown that companies that are very active on their social media have a loyal fan following. Think about a customer can reach you directly. When has that ever been available? You can pull them. You can ask your audience, what do you want for the next product? What do you want for my next service? It's a very social, friendly environment which really creates this loyalty. Number three more opportunities to convert. Just think about it. In the past, you just had your brick-and-mortar store and your website possibly. But now people don't have to just find your website. They can find you via somebody sharing you on Twitter. They can find you in a Pinterest post. It's more opportunities to convert people in that sales funnel to your website. Therefore leading to number four, which is higher conversion rates. If you have more people, go into your website, more eyes seeing your product. Obviously, if it's a quality product, there's good reviews behind it. A good social cloud on all the media platforms. Your conversion rates obviously going to be higher. Next, number five, higher brand authority, like I mentioned in the loyalty thing, when people love your brand or love the product, where they're gonna go first, they're gonna go post a picture on their Facebook. They're gonna go post them wearing your product on Instagram. Brand authority has been taken to the next level with social media platforms. So number six relates back to more opportunities to convert. Obviously, if your website is on all these different social media platforms getting shared by different people, getting re-posted, retweeted, et cetera. This increases your inbound traffic. Number seven, social media decreases your marketing costs. Yes, we have to pay for Facebook ads. But think about it. Once these items start to get shared, that's all viral. That's not an actual Facebook ad cost. If you share an item that says $10 off today only, I see the item and I know my friend would love this. I'm going to share it. Number eight, better search engine rankings. So yes, you can do SEO and your website have correct titles with keywords, well-written content on your website, blog. But ultimately, Google's algorithms states that social media is a big part of ranking. So if you have this cloud, if you have this sharing capability connected to your domain, it's only going to help you in search engine rank number nine, richer customer experiences. If I go to Target and buy an item, Yes, I can go return it if I'm unhappy. But with social media, I can have instant customer interaction. I post a photo, I can reply as the brand and say thanks, I really appreciate your support. Instantly. That customer had an experience. Wow, they really care that I purchased a product. I'm going to share that with somebody. It's amazing how these little interactions with customers directly can really enhance their purchase experience. And finally, number ten, improved customer insights. Like I said, it's that instant feedback, whether if you're on Yelp or Google reviews or not, you're going to get these comments. You're gonna get that instant feedback that can help you shape your company and shape your products for the better. On the whole. Social media is just so important on all levels, from customer interaction to traffic, to Google rank. So really taking advantage of this asset. So as a marketing consultant, a lot of people asked me what content should I share? And all our reply is test, test, test. Try different things. Test what content gets you likes, what gets you shares, what gets you comments. So for some brands, more like fashion, jewelry, it may be celebs images or Scilab news. But for other brands that may be funny news or a viral video post. So just constantly test and see which posts gets the most engagement organically. Then just do a nice mix of that for future posting. So for me, I really like memes, quotes and E cards. They're just great for viral sharing. Remember, funny equals shareable. Now one little tip when you share content on Facebook, Tumblr, et cetera. Include a link to your website in every post you make. Think of it. If someone shares your mean and your link is in the description when that gets shared 20 times. Descriptions still below, and my content is linked to that original image. I personally like to brand all my memes in quotes. So I'll put my domain right in the bottom corner. So more on what to post. Obviously keep it short. How many people in this day and age are just constantly on the run on their own. Not much time, right? So remember these few rules. I like to post 80 characters or less. From the data I've collected. I get 23% higher interaction then my longer post. Next use photos. Post that include photos receive Thirty-nine percent higher interaction rates. So some more posting rules. I follow the 702010 rule. This is pretty common in marketing classes. So you may recognize this. 70% of contents should add value and build brand recognition. So example, you posting your own memes, your quotes, different viral shares, relevant articles. You're shaping your brand 70% of the time with post you make on social media. Next, 20% should be sharing other people's ideas, articles, content, YouTube videos, Facebook post retweets. But make sure to share things that are relevant to your brand. Other people create awesome stuff, right? So obviously use it 20% of the time. Finally, a lot of people flip this. They're promoting. 100% of the time. You're going to scare your fans away. You're going to get people to unfollow. You only do promotional posts 10% of the time. So do coupons, discount codes, new item on sale, et cetera, only 10% of the time. So for every ten post, you can only do 12 golden rules of content. I love. Commit to posting as much as possible. Once you start to follow some of these Facebook pages on your Facebook Insights, you'll see some of these million like pages posting 651 thousand times a week. It may seem overkill, but you're hitting your entire market throughout the day with different varying types of marketing materials. But remember being mindful to not overdo at some of these brands do. So too many tweets or status updates can cause your follower to hide or unfollow you. Next, engage with your followers. It's all too easy to just push content to your people constantly, right? Butt engage with your community. When people comment on something like it. When people ask a question, reply quickly, build a rapport with your audience and they're definitely going to share it with their friends. Oh hey, this guy instantly answers me on his Facebook page. Really cool guy loved his products. By engaging your followers, your return is going to be tenfold. So by now you might be getting overwhelmed with how am I going to post all this content? How am I going to keep up with all these social media platforms? What's nice? There's a lot of social media management tools in place to help you. Some apps I personally use are ever post HootSuite. If this then that or buffer. And these all allow me to manage and post a multiple social media platforms at once. So the first one I like, obviously Instagram. You can post your photo, your description with a backlink, and then select other social media platforms you want to post two simultaneously. So for this, I like to select Facebook, Tumblr, Twitter, and then create if this then that recipes for my Tumblr to post to other social media platforms. So I'll touch on that in a second. Next is the app every post. So it allows you to use their API setup to create a convenient way to post to multiple audiences at once. So for this you can select Facebook, Twitter, Google Plus Pinterest, Tumblr, LinkedIn. So you can upload a photo, write a post, a video, etc, and posted all at once. Next is HootSuite. So this is one that does cost, but it has a really nice interface. Next, I like using They have a really nice calendar layout. And you can sync up your Instagram, Facebook page, Pinterest and Twitter with up to 33 posts per month. This is another for cost one buffer app. The nice thing about buffer is that they're scheduling. If you don't want to post it right, then you can schedule it to post at 07:00 PM, seven AM, and noon. So you can really schedule out your day and your posting without having to be at the computer at those specific times. Finally, if this then that I mentioned that before, if this then that is a recipe for putting the Internet to work for you. So basically it's a service that lets you create powerful connections with one simple statement. So like I said, it's a recipe for the Internet. I can connect channels, I can connect different social media platforms as triggers and actions. So for my example, when I post a picture to Instagram, it instantly triggers. And if this then that recipe to post that picture to my Twitter. So it's a great way to have a trigger system. So I can simply post on one platform. And my if this then that account will trigger post to various other social media platforms. 3. Getting Started With Facebook: If you're new to Facebook or have never made a Facebook page, you may ask, do I really need a Facebook page? So what I love about Facebook pages, or that they're an instant connection to your audience and instant connection to your customer. So this is a great place to connect and interact and share stories and share relevant info about your brand. So ultimately, this Facebook page gives you that voice and you can build your reputation instantly with fast Customer Service. Reaching new markets with this Facebook page, growing a new social cloud of following and likes with this Facebook community all in one place on your Facebook page. What I love is the instant feedback. Save for one of my clients that are launching a new line and they're unsure about one style versus the other. Posts some mockups of the images on your Facebook page and ask your current customers to vote which one they prefer, which one they like, which one they would buy. So besides all these great things about building a community, there are a lot of additions that Facebook is constantly rolling out. So you have the opportunity to post events, integrate various apps. You, some people I know don't even have They just sell products via their Facebook page because of the apps available enabling that. Then Facebook pages are also great for pulling your audience, like I said, or running contests in different promotions. So at the end of the day, what is a Facebook page? It's basically a specific page on Facebook that enables you to capture your specific audience via a lake. So every time you get a like these people are now liking your page and accepting what you post to show up in their news feed. Now this person is actually lowering organically only ten to 20% of what you post will show up in your audiences news feed. But as I'll explain later, there's promotions and various other things we can do to increase the visibility of your posts. So a common question we get is, what is the difference between a Facebook profile and a Facebook page? A Facebook profile is your personal Facebook profile on This is for sharing content with your friends and family. But you do need a personal Facebook profile to create a Facebook page. But these are totally separate and not linked in any way. Your personal friends will not see the page you created unless you invite them to it. So a Facebook page is a specific web page on Facebook to build a fan following, to create ads for and promote as your business. So you need this Facebook page to create ads. You need it to grow your business following. So again, this is not publicly linked. Your personal profile is separate from your business page. So login to your personal Facebook account. Then you can navigate directly to the create a Facebook page here, slash pages slash creation, or click that menu button. In this menu pop-up under the create section. Select page. On the Creative page, name your page, select a category and fill out the description. So welcome to your new Facebook page. So before you can start growing your brand on Facebook and creating Facebook ads, you need to build and optimize your Facebook page. Now the first thing I want to teach you, he's customizing your Facebook page username. This is important as this username appears as your custom Facebook URL. So it is slash your username, claiming his vanity URL will help people find you and remember your brand. So my rule of thumb per create any username is continuity with my brand name. For my brand course, envy. I want that username on every social media site, platform, service, and so on. I want people to easily find me from website to website. Therefore, continuity in my username on Facebook, Twitter, Gmail, and even my domain course and is all around the keyword course envy. So this not only builds my brand name, but it also makes it easy for customers to remember my page, my page name, and my URLs. So this means you'll change that current long number that you're given by Facebook to your own custom business name. So here's an example. It's slash pages slash long number. Nobody cares about. Is there any keyword clout in that URL? No, not at all. You can change it to slash your business name. But remember, you can really only set this once. So choose wisely in the beginning because if you choose to request a name change later on, you have to request permission by Facebook. And not very often do they allow that? Because think of it. That's like changing your name. That's like changing a big Walmart. Do I change it tomorrow? No, you're establishing a brand. So Facebook doesn't want people wishy washy and changing names constantly and inserting keywords. They want to build a stable asset of all these various Facebook pages. So as you grow your brand, you're definitely going to find out that social media is constantly changing. One thing that changes often, our image sizes. Make sure to check that you're using the optimal image sizes. We have a post on course where we're constantly updating the optimal image sizes for Twitter, Facebook, Instagram, Pinterest, and so on. Just go to course and slash social media dash image sizes. So the first thing we want to optimize on our Facebook page is the profile image. So just go up here, click that little camera, change picture. So depending on if you're a public figure or a business, I'll either use a headshot or white background image of that brand's logo. The next thing to optimize is the cover image of your Facebook page. So right here we can change covered click that little camera. So next we want to go to the About page. So in your left sidebar here, and one of the first things I optimize is the username. And then make sure to fill out the rest of this About section. Specifically, this is your meta-description. This short description is very important to fill out. The main reason being the first 156 characters appear in Google search results as your pages meta-description. So in these first 156 characters, obviously describe your business, but makes sure to include two to three relevant and highly searched keywords for your niche. And if you have room, include your domain name. So look at the short description for my page course envy. Want to learn a new skill, searching for the best online courses. Our mission at course envy is to dot-dot-dot. I have 255 characters that I filled up. But in those first 156, you can see I use my top three keywords, my brand name, online courses, and then best online courses. Search some of your competitors and Google, and add the word Facebook to your keyword search. By doing this, you can see what they're using for their short description. Next, do you want to start to build out that page and post content? Make it look like somebody is at this actual business. You don't want to just make a Facebook page to say you made a Facebook page. You want to build it out, make it look really professional. Post some content. I like to have at least ten post on my page before even push it to anybody before I start ads or before I invite friends, put some relevant texts and relevant statuses, post some pictures and videos. Now this all doesn't have to be original content, so don't get overwhelmed there. You can just read cure rate, other people's stuff and post it on this page. Another great feature about Facebook pages allows you to schedule your post via Creator Studio. So to have your Facebook page or not look like you just built it in an hour. You can backdate post. You can schedule posts for the future. So it really helps you evenly distributed these posts and post once a week, twice a week. You can schedule that. And then once you start to post them content, we can go into reports and see what time of day do you get the most post engagement? What day of the week do you get the most posts engagement? Do you get the most likes and shares at 4PM when people are just about ready to leave work? Or is it at eight AM when people just get to work? Take those factors into account and then you can schedule around that. So once you have your Facebook page completely filled out, you have a profile image, cover image, and at least ten posts. Make sure to complete this call to action button. My personal favorite call to action button is the sign-up option. And then I create that cover image. So the user's eyes flow through the text and write the call to action button. So a great visual. And then my incentive that draws them to the call to action. So next, many clients recourse and we don't want all these default tabs. So how do we edit these tabs? Click Settings. And then in this left sidebar, click templates and tabs, we can configure what template and what tabs we want to appear for our Facebook page. Remember, before I push this out to audiences, before I start marketing, you want everything complete. And like I said, I like a good ten post. It looks like I've been active on Facebook a bit longer. So you can obviously write your own. Or we can go to other pages which I like to do to cure rate other content. Click, Share, share to a page, select your page, and then you're posting as that page. And like I've said in this course, I like to post to my Facebook pages for my clients at least one to three times per day. That can get very busy. And I want to post it peak times. So this is where scheduling comes into play. View your scheduled post on the Content Library page in your Creator Studio. So as you build out your page, build out your content, your call to action button. Manage your tabs. Look at your competition to see you how their pages laid out. What tabs are they using? What kind of post, what kinda cover image, what kind of profile? Think about. Espn has a team of marketers working on their Facebook page and all their social media pages. They're all getting full-time salaries. So come to these pages and take bits of information to optimize your page. The next important part of your Facebook page or Facebook settings. Many things I discuss in this course can all be found via your Facebook page settings. So when you're logging into Facebook, just go to your Facebook page and click the Settings link. So now that you have your Facebook page completely optimized. You want to ensure that it's reaching all the people that it can with optimized Facebook settings. So first and foremost, ensure that you have everything filled out on your Facebook page. You can enable and limit many things via these Facebook settings. Everything from tagging to have users can post to country restrictions, to age restrictions. So really read through them all. Make sure your page is published so it shows up in Facebook search results. The next setting I use most often are page roles. Since you created this Facebook page under your personal account, you will be the admin. That is the highest role. So under this page, roles settings, you can add workers to your page via the assign a new page role option. Just search your friend's name. Click the drop-down menu next to it to select their role, and then click the Add button. As a rule of thumb. I never give admin access to anyone unless they're the co-founder. Remember, admin gives them the power to delete me from my own page. So when you look at this drop-down menu, this ranks by power. Each descending role has less power. Working down from admin. The most common role I assign is editor and advertiser to my staff members. So if you didn't link your Facebook page and Instagram account during the setup, navigate to your Facebook page. Now, click the Settings, then select Instagram in this left sidebar. Then click that Connect Account button to just log into your Instagram. This is required for managing your Instagram via Facebook on your computer. This includes content, ads, analytics, messages, comments, and much more. So let's look at a few of my top favorite ones. First is Cabela's. Instantly landing on this page. You know what this page is about? Outdoors. The world's foremost Outfitters. When I look to these big brands, things, I first noticed profile image clean. I instantly know what the brands about. Cover photo again, to solidify what does Cabela's mean. And then I'd like to notice what they're called Action button is obviously they have a store with the Shop Now button. Next, I go to the tabs. What tabs did they see as important for their brand? This is cool, a good takeaway for you. Big brands run contests. They weren't engaged fans. They even hashtag this one fan of the week photo contest with the instructions on how to enter. So just keep scrolling through and see what gets likes, what gets engagement. And other Facebook page I love Zappos. Again a shop now call to action. Great photos featured right at the top telling me that they sell shoes. And then what does Zappos all about? They're known for customer service. We're here for you. 247, post a comment, tweet, chat, email call. They're giving you every option to get a hold of them. That's rare in some businesses today. So Zappos is all about branding themselves as customer service first, to find trending topics and trending hashtags. I like to use sites like slash trends. So you can see what's trending today this month, this year. Include these keywords within your Facebook post. Or you can even use sites like We can look at popular hashtags, trending hashtags and include those in our post as well. One more page, I love Starbucks, clean. Just their logo for their profile pic. Love these product shots. So they're called Action button. Simply send a message. So again, they're seeking customer services. Here's what I take from that. So make sure to check out our favorite Facebook pages and what we feel makes them awesome. At course n slash best dash, Facebook dash pages. What you wanna do now is to go to your competitors Facebook pages, look at what gets engagement, look at what tabs they're using. What's their call to action button? What's their profile photo and cover photo. Pick and choose all the things that make these varying competitor pages great to therefore implement on your own Facebook business page and make it awesome. So in the beginning you're going to have low followers, not the most likes, but fake it till you make it. Start to copy some of these big brands. And you'll be surprised, maybe some of your post go viral. Some of these post engagements I teach you later on get a ton of hits at ton of likes, a ton of comments. So this is just the beginning. Facebook for business. Facebook Business Suite or manager is a Facebook tool that helps organize and manage your business. You can create and manage AD accounts, Facebook pages, Instagram accounts, payment methods, Keep analytics and reporting separate for proper tracking. Request access to other pages or at accounts. And you can assign other people or workers to work on them all in one place. Whether if you're a business with multiple brands, websites, or if you're an ad agency with multiple clients, I suggest. Everyone that wants to create Facebook ads use a Facebook business account. This is via And this is why this is the first step in the course. Create your Facebook business account and follow along to properly set up and scale your business. Facebook business makes managing everything connected to your business on Facebook so much easier. So depending on when you joined Facebook, you will either have access to Facebook business manager or the Facebook Business Suite. Both do the same thing. Buttons and links are just in different places. So create your Facebook business account by navigating to, then sign in with your personal Facebook profile. This is for login purposes only. And all Facebook business work, he is separate from your personal Facebook profile. Once you create your Facebook business account, you may be redirected to mete Business Suite. See this screenshot example below. This is not the correct page. Everything we teach in this course is via the Facebook business manager page. So make sure to bookmark and navigate directly to slash ads manager. The Meta Business Suite doesn't have the advanced features we cover throughout this course. So a common question I get, What's the difference between a Facebook profile and a Facebook page? Your Facebook profile is your personal Facebook profile. This is This is for sharing your content with your friends and family. But you need a personal Facebook profile in order to create a Facebook page. And this Facebook business account. Your Facebook page is a specific web page within Facebook, such as slash course envy. This is where we build our fan following, likes or followers and share irrelevant content. You need a Facebook page in order to create Facebook ads. Facebook pages are separate from your personal Facebook profile. Your friends will not be able to see the Facebook pages that you create or are an admin of frequently asked question number one, Facebook profile username. What is the difference between a Facebook profile username and a Facebook page username. Changing your Facebook profile username will change the URL of your own personal Facebook profile. This username can be set on your Facebook settings, slash settings. As for the Facebook page username, your Facebook page username is also for setting your URL. I like to use the brand or business name for the Facebook page, username. Your username for your Facebook page can be edited by navigating to your Facebook page in the left sidebar, select Edit page info, then just edit your username. So now it's time to set up your Facebook business. So let's navigate to our business settings page. We've created our business account, we've logged in via our Facebook account. Now, navigate to slash settings. The three basic things you need to create ads on Facebook are a Facebook page, an Ad account, and people in your business manager click the menu in the top left corner. In that drop-down, select Business Settings, truly everything you will ever need for your Facebook page, ad account payment methods, custom audiences, Facebook pixel, Events Manager, Ads Manager ads reporting people, partners. And so much more can be found via facebook business settings and the managed business menu. Back to setting up our Facebook business, we've navigated to the business settings page. Now it's time to add or create your business assets. Again, the Facebook page, the Ad account, and the people. So first on this business settings page, select pages in the left sidebar, then click the Add button. So once we click that Add button, you can see our three options. Add a page, request access to a page, or create a new page. As your business grows, you can add more Facebook pages via this business settings pages option. So a pro tip here. One Facebook page per ad account. Keep your data separate for ease of tracking in the future. So if you haven't created a Facebook page yet for your business, we cover how to in another lecture in depth. So you can create a Facebook page via this create a new page button, or via your Facebook personal profile at this link below. So click the Add a page option. If you are an admin of a page, for example, you created the page already via your Facebook profile and you are the owner. Or if somebody else created a Facebook page and they added you as an admin. You can add this page as well, as long as you're the admin. So make sure to download the PDF to review these step-by-step for adding a page. One more note, if you have an Instagram account for this specific Facebook page brand, you'll want to link it with this Facebook page. So you can place ads not only on Facebook but Instagram as well. So again, navigate to your Facebook page. Click Settings in the left sidebar. Select Instagram on that settings page. Then login to this brand's Instagram account. So this brands assets are now linked. The third option is to request access to a page. Click request access to a page. If you're not the admin of a page and need to work on and or connect it with an Ad account. For example, your ad agencies, clients, Facebook page. Next is add account. Facebook ad accounts enable you to create Facebook ad campaigns and group all your specific activity, including different ad campaigns, ad sets, ads, and billing information. So click add accounts in that left sidebar on this business settings page. Since this is a new Facebook business account, and we need a new Facebook pixel for tracking users on our website. We will create a new ad account. Here's another pro tip, the pixel rule. One, Facebook pixel per ad account, one Facebook pixel per Facebook page or website. One Facebook page slash website per ad account. You can create multiple ad accounts with your Facebook business account. Just like I'm showing you on this business settings page. So treat each new ad account as a new pixel to pair with a new website. Not only will this make tracking your separate ad results easier, but this is also where the requirement per Facebook terms of service, they want you to keep everything separate. You need a separate Facebook pixel for each website. If you use the same Facebook pixel on multiple websites, you'll get mixed reporting, incorrect, custom audience. The list of errors goes on. The benefits of splitting this all up is you can create separate accounts for each client. You can create separate ad accounts for each Facebook page. You can run different ad campaigns for varying businesses at the same time. You can pay for ads with different payment methods. Maybe a business credit card for this one, a personal credit card for this one. And most importantly, you can view insights, analytics, and reporting for individual ad campaigns for each separate business entity. So like I said, click the Create a New Ad account option. When you have a new website, you'll need to select this, create a new ad account, and then install the Facebook pixel paired with this new ad account on your new website. This course is based on building on top of a new ad account. So I suggest you create a new one. So everything is set up correctly. If you've already created an ad account, for example, via your personal Facebook profile, you can add it via this ad, an ad account option. But from our experience with many clients, it is best to start fresh with a new ad account. So we can install the pixel correctly, build out the correct custom audiences and everything else we will teach you in this course. Click the request access to an Ad account. If you need to work on someone else's ad account, for example, your business partners ad account, or maybe even your ad agencies client's ad account. Again, download the PDF for a step-by-step guide. For once you click that, create a new ad account button. And now finally our people. Again via business settings, people in the left sidebar. You can invite other people to work on your Facebook assets you've created. This is perfect for adding ad agencies or employees to your Facebook business. So again, business settings, people in the left sidebar, click the Add button. Then you can just enter their email and assign them either employee access or admin access. Typically, I keep this as employee unless it is a co-founder or co-owner, someone I trust. So once I add this user to my business settings people page, you can click that user, then click the Add Assets button. And in this pop-up, you can assign them Facebook assets to manage, such as Facebook pages, ad accounts, catalogs. You can even manage what you want to assign to them. View page performance only, create ads only, or full admin access. Once you toggle those on click Save Changes. Now finally, we need to assign our Facebook page as the primary page for this business settings. Navigate to your business info page in the left sidebar of your business settings page. And as you can see, course envy is our primary page, and that is done via this edit button. So how do we do this? Go to your business info page at this link. Click the Edit button next to your business name. The primary page field will become a search box. Type in your Facebook page name that we added earlier. Click the Save button. Then your Facebook business account will automatically take on the branding of your Facebook page. Now with this new ad account came that Facebook pixel. So you'll have to install that Facebook pixel on your website. This is a crucial step. So you can have Facebook track the people who visit your website. Then you can create custom audiences of these visitors, which you can then retarget in the future with Facebook ads, I e, a warm audience. So installing your Facebook pixel requires access to your website's code. Therefore, you should contact your website's developer to provide them with this info. So follow our Facebook pixel lectures in this course for step-by-step instructions on creating and installing your Facebook pixel or use the link below. Finally, now that we have a Facebook business account setup, we can navigate to our Facebook Ads Manager page. At this link. We can select our ad account in the top-left drop-down menu. Then we can click that green Create button to create a Facebook ad. So before we start creating Facebook and Instagram ads, you'll need to create a account. So the default view will be the Meta Business Suite. So this is a great central dashboard for checking the inbox of both your Instagram account and your Facebook page. But for in-depth analytics, audience creation, all the things we teach throughout this course, we use metadata, business manager, which is way more in-depth and how we teach this course. So to navigate to my business manager away from metta Business Suite, you'll click the Help menu in the left sidebar here. In some countries, this is also called feedback. So the help or feedback menu in the bottom-left corner, in the left sidebar, click that switch to Business Manager. You'll be no longer redirected to mete Business Suite. And click that switch button. And for this, how can we improve pop-up? We select Ads Manager, other, and we tell them reporting. There's way more reporting options and way more tools via the Meta business manager. And Facebook has no plans to shut down the business manager or shut down the business suite. It's just two different user interfaces for two different types of people. The detail-oriented that people were teaching via this business manager course. Or the people simply posting to their Facebook page checking messages. That's what the Business Suite is four. But we want details, so we'll click Send Feedback. And now we are in our business manager. I'll expand here and select the campaigns page. And as you can see, if we ever want to navigate back to the men of business wheat, we can click that here. But like I said, I prefer and teach via the Meta business manager. This layout. As we have way more options for optimizing your business and improving facebook ads. The basics of Facebook ads. Facebook ads are used to get your brand in front of people and share your story or value proposition. Your goal with Facebook marketing is to create one awareness. Introduce your product or brand to the world. With Facebook ads. Create a story around your product or brand that people will remember. Number to consideration. Offer a value proposition that attracts potential customers to consider your brand or product. And third, conversion, convert the customer, i e, make the sale, capture the e-mail, whatever your conversion is, and then build ongoing customer loyalty that will keep these customers buying from you again and again. When creating an ad campaign on Facebook. These are your three marketing objectives. Awareness, consideration, and conversion. Selecting the type of marketing objective you want to run is the first step of your Facebook ad creation. With the power of Facebook ads, you can reach people based on their location, age, gender, interests, actions they have taken on your website or app, and many more things. So just go to slash ads manager. Then click the Create button on your Facebook Ads Manager page to create a Facebook campaign. So the first step of your ad creation is selecting this marketing objective. Whether if you want to get more people into your physical store, via store traffic adds more visitors to your website via traffic ads. Or two like your Facebook page via engagement ads. Facebook has a marketing objective for every scenario and every type of ad you would ever want. So now we move from our first step of selecting our objective to the second step, the Ad Set. This is where we select the target audience we want to reach. As you can see, the options for reaching your target audiences are truly endless with Facebook ads, including custom audiences. For example, your e-mail list, location-based age, gender, language, detailed targeting, including demographics, interests, or behaviors. Your audience Equals who sees your ad. The audience section of your Facebook ad campaign enables you to show your ads to people you think will care about your brand. There are two basic types of audiences. First, specific, this is targeting a small niche group of people with a potential ad reach between 1001 million users. You can create this specific audience via strict parameters at nearly every option available under your audience section of your Facebook ad creation. The second type is broad. This is targeting a much larger group of people with a potential average of 1 million plus users. Facebook ads implement a machine-learning algorithm and use a ton of data to optimize your campaigns for who is most likely to click your ad. Just because you have abroad ad with a potential reach of 1 million plus users, doesn't mean Facebook will serve your campaign to 1 million people. Facebook is using its algorithm to find the best users based on your budget. They want your ads to succeed. So you keep paying them. Notice that this ad set level, your total ad campaign potential reach change as you edit your audience. Right now, just targeting the US age 18 to 65, both men and women. My potential reach is 230 million people. The detailed targeting step is one of the audience targeting options Facebook enables you to use to refine the group of people your ads are shown to. One interest I love to target Is competitors Facebook pages. Because typically, if people are engaging with my competitors page, product or service, they will most likely be interested in my similar brand. But as you can see, not all Facebook pages are available in this detailed targeting search result. And this is up to Facebook's discretion. So you will have to rely on a broader targeting. Let me show you an example of a broad audience ad. So I'll create a broad audience targeting your entire customer location, age, and gender with no detailed targeting. As you can see, my potential reaches at 74 million people targeting the United States, age 25 to 60 and just men. So there's my broad audience. So that will be a traffic add. An end-user that clicks that traffic add. I'll create a custom audience of those users. And then create a lookalike audience of that custom audience. I can retarget them in future ads for a more targeted audience option. I'll go into greater detail later on, custom audiences and creating these lookalikes and retargeting audiences. But this is just a quick example of how you can use a broad audience of potential reach of 1 million plus to extract your potential customers. With Facebook ad targeting, you can really target your audience in so many ways. Whether it's location or demographics, age, or gender, we can target users interests, such as hobbies or recent activity searches. What do users do in their past-time? What is their career? What is their education target by their college or school? We can target behaviors like what websites they're searching or shopping on. What is their income level? What Facebook pages do they like or engage with? I love this targeting option, because if there's a brand similar to yours, that is most likely your competition. Why not market directly to those people? See if you can pull some of those people away to your brand instead. So really sit down and define your target audience. You should be able to describe your perfect customer down to the very little detail. So you will be able to have greater success with Facebook ads. So with this course, you will not only learn how to advertise to all these different audiences, but also with accuracy and affordability. I am all about return on marketing investment. Making your dollar stretch is very viable with Facebook ads. Whether this is your first or 500th Facebook ad, will be teaching you tips on how to get the best results from each type of app. Which leads me to my final point. Testing. I use AB split testing to find out which type of ad or variable is converting the best with my audience. The key to Facebook ad optimization is testing. What I love about Facebook is that it has great built-in data reporting, right, in your Facebook ads manager. So you can break down ads specifically by whatever your conversion metric is in order to see your results and your return on marketing investment. Did people engage with your ad? Which add image did they engage with? Did people make a purchase? If people opt into your e-mail list, whatever your conversion metric is, you can select that column or breakdown and measure it right here in your Facebook reporting. And now the final step we'll cover in this course is creating the actual Facebook ad. It is on this final step where I will teach you the strategies I use for creating actual Facebook ads that convert. Your goal is to create content, images, videos, and texts that your potential customers will want to engage with when they see your ad. And makes sure to check out courts and for more great resources. The complete Facebook ad copy and creative guide. Marketing one-to-one. Keep your ads simple. Grab the user's attention with your visual, that's your image or video. Then let these potential customers know your value proposition and why it is relevant to them. Tell your customers what you want from them with a clear call to action. When possible, include your brand name or logo in your ad creative and or ad copy to build your brand awareness. Look at this perfect Netflix at Example. Value proposition, unlimited movies, TV shows and more. Watch anywhere, cancel anytime. Call to action. Try 30 days for free. Then you have the brand and logo in the top left and an awesome visual background. Selling with Facebook ads. People are not going to Facebook or Instagram to buy things that are going on Facebook to connect with friends or family or interests they loved. Start treating your ads like you are communicating with friends. My highest Facebook ad, return on ad spend, or ROAS, is when I provide value, build relationships and only promote or sell 10% of the time. So build that relationship first value, then 10% of the time. I will post a promotion on my page or on my Instagram account. The four elements of a perfect Facebook ad. Visual, relevance, value proposition, and call to action. For visual, is the ad visually appealing and professional looking? You always want to use high-def photos and high-def videos. 4. The Ultimate Guide to Facebook Ads: The ultimate guide to creating Facebook ads. This tutorial will help you learn how to create the proper ads on Facebook that will help grow your business. So to learn more about Facebook advertising, go to slash business. So Facebook ads begins with Facebook ads manager. And this is at slash ads manager. Many students are worried about their friends seeing their ads or business Facebook page. So first off, Facebook ads and your Facebook page are separate from your personal Facebook profile. Your personal Facebook profile is just needed to create a Facebook page. And this Facebook business manager, which is just linked with your personal account login information and not publishing to your friends. Unless of course, you invite your friends to your business page or target them via Facebook ads. That said, you do need to create your business Facebook page first. Before creating a Facebook ad. You can do this directly at slash pages slash creation. Now as for Facebook, ad creation levels or steps, I'll refer to these three levels often throughout the course. The first level being Campaign level. This is where you set your ad objective. The second level, the Ad Set level. This is where you set your audience, you're targeting, your budget, your schedule, and your placement. And finally, the third level. This is the ad level where you create your ad. So step one or level one campaign objective. Your Facebook ad campaign objective is where you select what you want people to do when they encounter your Facebook ad. When you create Facebook ads, your first step is choosing your objective. Think of Facebook ads as a giant set of funnels. At the top of the funnel, you were building awareness about your brand and finding new potential customers. As you work people down the funnel, you went to direct them to take action such as make a purchase or sign-up for XYZ. Using the correct campaign objective will help you convert customers at each step of the funnel. For example, if you want to drive people to your website, you will create a Facebook ad campaign with a traffic objective. So step two or level two Ad Set. Your Facebook ad set is the step at which you select your targeting, audience, location, age, language, gender, interests, placement, budget, schedule, and more for your Facebook campaign. Editing your ad set will change the potential reach of your ad campaign. Smaller audiences will cost more to reach, but typically increase your ad relevancy. Since your ads can be laser-focused. These are great for conversion objectives. Smaller niche audiences that you're looking to convert. While broad audiences, 1 million plus reach will be a lower-cost to target, enter better for top of funnel or first touch point ads. Now step three or level three is the ad itself. Your Facebook ad is the step at which you create your actual Add, select your media, your format links, your call to action, and more for your Facebook ad. So depending on your campaign objective, you can select varying formats for your ad, including image, video, slideshow, carousel collection, and Instant Experience. I'll be providing this PDF with this lecture. So just make sure to bookmark these hyperlinks for future reference as Facebook, ads, specs and image sizes and video sizes are constantly changing. So now let's create a Facebook ad, slash Ads Manager. Click that green Create button. So step one, select your campaign objective. Choosing the right objective. Remember when I compared selecting your Facebook ad objective to a funnel, depending on where your customer is in the buying cycle and what your ads ultimate goal is will help you decide which Facebook campaign objective to select. Are you building awareness? Are you looking for customers seeking further information on your products or services? Are you converting interested people or a warm audience to buy your product or service? Or let's say your goal is to increase sales. Here's some example, ad objectives to test for that. First engagement objective. Create posts with an offer coupon or discount, and then increase engagement of these Facebook page posts. Next, app install objectives. You can use these to increase installs of your mobile app. Then there's conversion objective. Increase website conversions. This could include sales sign-ups. I do this by retargeting warm audiences or users that have interacted with your website or add in the past. And then I close the sale. For example, I'll promote an expiring coupon code that will create a sense of urgency to a warm audience. So they make that purchase. Finally, message objective. Connect with customers, answer their questions and drive them from interest to purchase. Campaign objective. First three steps every time. So after clicking that green Create button on the Ads Manager page, the first step will always be to select your campaign objective. Once you select your objective, and you will name the campaign. Name your campaign for easy identification and future report analysis. As you saw my example, CE traffic dash men, 1830, dash USA. I can quickly look at this and know I've created a course and traffic campaign objective targeting men ages 18 to 30 living in the USA. Next, set the campaign budget, whether you went daily or a lifetime budget. Campaign budget optimization distributes your budget across ads to get you more results. With campaign budget optimization, you set the overall daily or lifetime budget for the campaign you create. For example, if you create multiple ads or ad sets within this campaign. This is common when split testing variables. Campaign budget optimization will optimally distribute your budget to all of these ads. This means Facebook automatically optimizes for the best results and distributes your campaign budget in real time to achieve those results. You can also access the help menu at anytime and your business manager by clicking that question mark button in the corner. Until I have an ad campaign optimized. And I am confident about scaling up the daily budget because my ad is converting well. I will start with a small daily budget in order to split test many variables at once via multiple campaigns for just $5 per day per campaign. So what should your budget B, I always advise split testing many ad campaigns. Remember one variable per campaign at that rough five to $10 daily budget PR campaign. As you begin to see winning campaigns emerge and you see a high ROI or return on marketing investment, shut off the losing ads and it continued to split test the winning variables until you have an optimized and highly converting Facebook at. These winning metrics are the average of all my current clients. So they may be different for your niche, but they should be a nice base point for you. First, ad relevance. Anything greater than 60%, which equals average to above average rating. You want your ad to be relevant to the audience you're targeting. Next, cost-per-click, cost-per-click should be less than $1. Next, click through rate. Anything greater than 2% is your goal. Next, cost per lead, less than $10. For most industries, this can be much higher depending on your product or services. Bryce. And finally, lead capture page conversions. This should be greater than 10% of anybody landing on your page to capture that free item or free sign up. One in ten should be converting. So how do you scale your budget? Once I have the winning variables identified and highly converting add running, then and only then will I slowly scale up the daily budget by 25% every three to four days, or 50% once a week. Never jumped from a 10-dollar daily budget to $50 in a day. Facebook will just burn through your ad spend budget. You want to slowly turn up the ad spend on these winning campaigns. For example, $10 week one. For my daily budget, I would dial that up the next week. It would be $15 daily budget. That next week, dial it up a little more. Twenty-two dollars for my daily budget. This way you let Facebook grow with you and optimize correctly for your budget. How to create each type of Facebook campaign step-by-step. First, brand awareness. So our first objective, brand awareness. So when do you use this to increase awareness for your brand? You can do this on the platforms, facebook, Instagram, or messenger with a formats single image, single Video, carousel, or slideshow. The only goal of this ad type is to increase brand recall lift. This is the number of people likely to remember your ads within two days. As well as emotionally resonate with your target audience. Do not try to sell with brand awareness. This ad is for awareness only. So think of this objective as a touch point. The first touch point, a customer needs, on average seven touch points. This is them visually seen your brand. Before remembering and purchasing from your business, use this ad objective as your introduction or ongoing. Remember me add. When I teach clients about brand awareness, I use the comparison on Coca-Cola. You don't see Coca-Cola on sale ads. You see brand awareness ads for Coca-Cola everywhere. So the next time you were thirsty, the seven touch points, or 700 for Coca-Cola will subliminally reminds you to buy a Coke. Some best practices for brand awareness. This video is a prime example of brand awareness. It has subtle uses of the brand Under Armour in the video, which makes the audience associate talent and skill to that brand. This objective is for promoting your emotion, provoking videos, stories connected to your brand. If your brand doesn't have a story or logo that will resonate yet, the next best thing is to promote XYZ, whether that's a pillar blog, post a service, a trial, a newsletter, and e-book, a webinar for free. So people can learn more about your brand. So we're on step two, the ad set for brand awareness. First, you want to name your ad set to describe your targeting options. This will make reviewing your ads performance and identifying winning variables in your Facebook ads reporting much easier and quicker in the future. It is on this ad set level that we will select our target audience for this ad campaign. So keep your targeting broad with brand awareness ads. Remember, this is our first touch point with this potential customer. We are in the discovery phase of identifying our perfect target audience. To stay abroad. I will just use my Facebook page insights to see the demographics. So for this brand awareness ad, I will target men only ages 18 to 34 worldwide. So you can navigate to these insights, go to, slash your page username slash insights. And then in that left sidebar on the Insights page, click People. And there you go. You can see course envy. Seventy-seven percent men, thirty-seven percent eighteen to 24 age, and 28% age 25 to 34. So based on my Facebook page insights, I set the ad targeting for this top of funnel brand awareness at, as you can see, locations worldwide, age 18 to 34, gender, men, language, English all. If you want to target a truly new audience, make sure to exclude people who've already liked or followed your Facebook page via the connections option. Also on this ad set level. Another great connection targeting. I like to test his friends of people who like your page. Next, as we keep scrolling down in this ad set level is placements. So depending on your campaign objective, you can select what device and what platform your ad will appear on, including Facebook, Instagram, there, Audience, Network, and messenger. Unless you only want to target a certain device or platform, such as Instagram or mobile-only. Leave the placement selection has automatic placements. As we see the best results from Facebook, auto optimizing each campaign for the best placement. Facebook calls the different places they can show your ad placements. Removing placements will reduce the number of people your ad reaches. Automatic placement is recommended because this gives Facebook more flexibility to get you not only more results, but better results as itself optimizes your placements. A quick pro tip, make sure your website is responsive and mobile-friendly for Facebook ads. So open your website or Facebook ad landing page URL in the Google Chrome browser. Right-click anywhere on the page, and then select inspect in that menu. And his bottom pop-up will appear. On the left side of it. Click this desktop slash mobile view toggle button. And then your screen, we'll toggle to a mobile view. So scroll your website and ensure it looks good on mobile. Now, on to level three, the ad level, again, name your ad to describe your exact AD Identity, media called action, texts and links. This will make reviewing your ads performance and identifying the winning variables in your Facebook ads, reporting. Just that much easier in the future. So first is identity. Select your Facebook page and Instagram account to appear as this adds identity. Next is format. I get the best ROM I from video ads in brand awareness campaigns. Remember my underarm or example. Now if you don't have a video, at minimum, try to test three image options. So select single image or a video under this format section of the ad. Then scroll down to the media section. Make sure you follow these media best practices for sizing your images and file types when uploading these, click this Add Image option. Then you can toggle between placements to see how your ad looks in every view, such as Facebook, mobile, Instagram, and so on. The goal with brand awareness is to cast a large net and begin building custom audiences of people who resonate with your ad. For example, an audience of users who click your website URL called Action button. Make sure to select, Add a website URL and turn on your Facebook pixel so you can build your custom audiences for future retargeting ads. Also, as far as the ad itself, I will cover ad copy best-practices later in this lecture. Our next campaign objective, reach. In the campaign objective level, select reach. So you use these to show your ad to the maximum number of people in your audience. Reach ads work on Facebook, Instagram, and Messenger. In the format of single image, single Video, carousel and slideshow. Use reach campaigns to promote your business to a highly targeted group that you want to ensure. All see your ad. For example, targeting everyone driving distance from your store. Targeting a warm, custom audience list of past customers that you want to reach entirely with the ad. Or finally, targeting people who have abandoned their carts on your website. So level two ad set for this Reach Campaign. First, select your Facebook page till the link with your reach campaign. Reach ads are perfect for reaching everyone near your store. Hence the word reach. They want to reach everyone. So under Locations, Let's click that menu. For my dentist clients, I will select people who live in this location. So I don't target any users just visiting the city. Locations is a great area to split test to see if travelers versus people living in your city engage with your offer differently. So as you can see, we can target everyone in this location, people who live here, people recently in this location, or people traveling in this location. So I selected people who live in this location. Then I will select my local businesses target, address, or city with a radius of a how far, you know your customers will commute to you. So for example, this client has multiple dog daycares in Huntington Beach, California. So I will do a ten mile radius around the entire city. Then it will select my audience targeting. I want to reach everyone with the interests of dogs for this reach at. So under detailed targeting, I searched dogs. Now scroll down further in this ad set placements, I'm going to leave as automatic. But now look under optimization and spending controls. What is unique about the reach campaign is the ability to set a frequency cap. This keeps people from seeing your ad to often just entered the minimum number of days that should pass before someone sees your ad. Again. Facebook is allowing you to spread your ad, spend over a larger number of people without making customers too angry about seeing your ad too much. I like to follow the one impression every seven days so they can see it the ad once every week. Now on to the ad level for this Reach Campaign, makes sure to split test a single image versus a video ad. I'm always surprised by what resonates and what doesn't from campaign to campaign. Again, when relevant, use a website URL to drive people to a website where you can collect that custom audience with your Facebook pixel for future retargeting ads. Next, the traffic objective. So on the campaign objective page, select traffic. Traffic ads are used to send people to your website or increase engagement with your app. Traffic ads can be used on Facebook, Instagram, the audience network, or messenger. In the formats single image, single Video, carousel, slideshow or collection. The main way I put traffic objective ads to use for my clients is by growing their various custom audiences. By driving traffic to your website that has a Facebook pixel installed on it. And having a Facebook custom audience created to capture that traffic. You can not only retarget these warm custom audiences in the future, but also create lookalike audiences of them as well for future split test ads, traffic equals website clicks. So as an example, if you're trying to get people to your e-commerce store and browse your products. Use a traffic campaign to direct people right to your website. Some best practices. The traffic objective is a great area to fine tune your perfect audience. What target audience is engaging with your content? Test varying interests. Split test, gender, age, location, everything. What ads are getting the highest relevance scores. Finally, we'll add variables are driving the lowest cost per action. My goal is to split test variables to find the perfect audience in the most relevant ads. Now onto the Ad Set level for this traffic, add. First select where you want to derive this traffic. I see the best results from using website traffic ads. Detailed targeting is a great area to split test variables. For example, the interests marketing has 621 plus million people. So I'll select my target location us. That age range, both genders and marketing. So with just the location, age, and the interest of marketing selected, this adds potential reach is 74 million people. And with our current set daily budget, our ad will reach over 9 thousand people per day. You can also exclude or narrow your detailed targeting via the exclude people and narrow audience link. Test one variable at a time at the ad set level to see what targeting is driving the best results for your ads. For example, I chose to target parents all and narrowed the targeting to Jewish parents that had an interest in cats, but also excluded people who match the interests of dogs. This ad will target the 2.2 million people in the USA that are a parent like cats and have no interest in dogs. This is a perfect top of funnel audience to target for my client that sells cat themed children games. Next, the Ad Set level for this traffic ad. One of my favorite traffic campaigns ad formats is the carousel. But make sure to split test against single image and video campaigns as well. The priority of ads I create for clients is first video ads. I get the best results hands down for every type of campaign. Second, single image ads. These are great for split testing those three to five and even more images to see which one performs the best, which one gets the best clicks, the lowest cost per action. And third favorite is this Carousel ad. I love to use carousel ads as a way to discover my best-performing image or video. Let me show you an example. I selected carousel under Format. Scroll down, and as you can see, this 123, that is each carousel card. So select an image or video, a headline, a description, and a URL for each carousel card. And make sure to check this box at the bottom. Automatically show the best-performing cards first. So Facebook will auto rearrange this 123 and more cards in the order of best-performing. So as you can see in my Ads Manager here, I've expanded a carousel ads campaign. So with the Carousel ad, I can identify which carousel image or video drives the most clicks, then use that winner in a new campaign. So as you can see, I split test eight different carousel cards in this campaign. And the clear winner is 80 clicks. This final carousel card drove the most engagement. So to see this breakdown in your ads manager, over in the top right of the screen. The breakdown menu. Click that. And under by action, select carousel card. Next, engagement objective. The objective level, select engagement. You'll use engagement ads to get people to engage with your Facebook page or Facebook page post. This includes post engagement or boosting posts, getting page likes, and getting event responses and attendance. This works on the platform of Facebook, Instagram. But do note event ads are not available on Instagram in the formats of single image, single video, and slideshow. So some best practices for engagement, organic reach, or people who liked your Facebook page and see your Facebook page, posts in their newsfeed has nearly flatlined on Facebook. Less than 10% of your Facebook page followers will organically see what you post on your Facebook page. Facebook is getting greedy to say the least, and therefore you need to pay to get your content viewed. This means you will need to create post engagement ads. But for us before post engagement ads. I like to build cloud for my Facebook page via Facebook page likes. I get my clients to a minimum 1 thousand page likes before we do anything else. When a new potential customer sees your Facebook page only has one or two likes, they will lose confidence in your brand. So build up your Cloud. Trust dependability. First with Facebook page likes. So we select engagement objective. And as you can see, we scroll down. The engagement objective has three sub options to choose from. Post engagement page likes or event responses. So let's start with that page likes campaign. So now we're on the ad set level for this engagement page like so first, select your Facebook page that you are seeking page likes for. I like to split tests my page like campaigns via the detailed targeting field. In one campaign, I will target competitors pages. In another campaign. I will target work or job-based demographics like this example. The split test ideas are endless. Define the best variables for your target market. You also want to make sure to exclude people who already like your page as that would be wasted ad spend. So under Connections, Facebook pages exclude people who like your page. So on the ad level for this engagement page likes add. You have the option under format for a single image or video. I'd like to create two campaigns and split test single image versus a video from my page like ads to see which gets me the lowest cost per page. Like be direct with page like ad copy, EVE users and instant reason to like your page. As you can see in our example, an emoji thumbs up, like our page. Great image leading down to that page Like button. Now it's time to create post engagement ads. So again back to the objective step. Click engagement and then select post engagement. Some best practices for post engagement. Post engagement is only meant to promote or boost a specific post on your Facebook page. If you have a website link in your post, note that this post engagement ad is not a two-for-one deal. Facebook is optimizing and targeting users more likely to engage. These are people who like comment and share. This ad isn't optimized for people clicking on a link to your website. So while it's okay to have a link in your post, you promote, it is best to keep the user right on Facebook for the best ROMs. On post engagement ads. If you want traffic to your website, use the traffic or conversions objectives as they are optimized to do that. As opposed to this post engagement, which is optimized to get those likes, comments, and shares. So now we're on the ad set level for that post engagement add three campaigns, split tests I like to create, and find the best results from. Include. First, target, a lookalike audience of your current Facebook page followers. My second goto. Go broad and target your competitors Facebook page or similar if they don't appear in detailed targeting and enable the Expand option. Number three, target just your current Facebook page followers via the connections option. So let's do that first example. Number one, Facebook page, lookalike audience. If you don't already have a lookalike audience created of your Facebook page. You can do this right within your ad set via the Create New link under the custom audience feel. So click that create new in the drop-down, select lookalike audience. Now in this create a lookalike audience pop-up. Select your Facebook page audience. Select the audience location and the audience size. I see the best results from 1%. So we've created that now that look like he's our target custom audience. This is a great ad for finding people that are similar to your current, people who like your page. So now number to target competitors with the Expand option, targeting your direct competitors and checking the expand your detailed targeting box will enable Facebook to find users similar to your current detailed targeting. This is a great top of funnel add. I used to build my custom audiences, which I can then retarget with conversion ads or create lookalike audiences of for future testing. Here's my competitors under detailed targeting, khanacademy, SkillShare, Udemy. And then I check that box. Expand your detailed targeting. Facebook will go find other pages like these three pages I supplied. And now that third favorite option for post engagement ads. Target your current Facebook page. Fans. Users who are already liked your Facebook page is a warm audience that will be more likely to engage with your post. So under Connections, select Facebook page, people who like your page. Select your page. Now on the ad level, you have two options for selecting posts to boost. First, you can use an existing post that is already published on your Facebook page. This is the most common. Or you can create a new post that is known as a dark post or unpublished post that is only promoted as a post engagement add to your target audience of choice. For this add, the post is not actually posted to your Facebook page, hence the name unpublished post. This is a strategy I use to test post content first to see what gets the most engagement. Then I will post those best unpublished post my Facebook page. Once you create an unpublished posts, that drives a ton of posts engagement, and you want to post it to your Facebook page. Just follow these steps. On this page, post page, select this unpublished post. So click that check box and then click the Actions menu. And in that drop-down, select publish. The final engagement campaign type is event responses. So now we're on the ad level for this event response. For these event response ads, you will need to have an event already created. Type your event name or interests Facebook URL right into this event field. If your event does not have an online ticket link or if it's already expired, this cannot be promoted. So to create an event via your Facebook page, select the event option above that create postbox, where you write in your posts on your page. Just click that event button. In this pop-up of new event for your page. Completely fill out the new event details and then click the Publish button. You notice the ticket URL. That's where you can add a link to your ticketing website. Make it as easy as possible for people to buy tickets to your event. Integrate your Facebook event with one of these top rated ticket sales providers, such as Shopify, event B, or Eventbrite. My best ROM I for my clients with events is to target past customers via the custom audience customer file option. And I will use email addresses of these past customers. A great split test campaign to compare against for events is creating a lookalike audience of these past customers. Then targeting just the location of that event at the Ad Set level. So for example, here's our targeting of a lookalike audience of our current customers. And then I target them in the location of our event. Los Angeles, 25 mile radius. Next, app install objective. So select the campaign objective. App installs. App install ads are used to direct people to an app store where they can download your app. You can promote these on the platform of Facebook, Instagram, the audience network, or messenger via the format of single image, single Video carousel or slideshow. App install ads require the Facebook SDK to be installed on the mobile app, and for the app to be listed on Facebook. While performing this installation, have your web developer register your mobile app for proper tracking of your app install ads. Share these links with your app developer. First, the app set-up for SDK link. Second, the register, your mobile app for app ads. On the ad set level for app installs under the app option. Click that App Store menu. In this drop-down, select the App Store your app is located on. If you have the same app for iOS, for Android, you do have to create one ad for each variant app. Once you have that selected, just paste in the URL of your app. Next you can scroll down to audience, fill out the targeting you want, and then on down to placements still on this ad set level. App installs or ads that you need to split test campaigns, placement, and devices with. I see my highest return from placements on Instagram only adds. Next, select devices you want your ads to appear on. Also make sure you know what OS or operating system version your app works on and specify that as well. Pro tip here, I've seen my clients app installs increased by up to ten when I simply toggle on only when connected to WiFi option. Think about it. When you were on Wi-Fi, you are much more likely to install an app. Now under the ad level for this app installs add. Another area you can split tests for app install ads is image versus video. I personally see the best ROI from simple screen recordings, videos of me using the app. So just google how to record the screen on your insert phone type. Here's a direct link to do this for an Apple iPhone. So I will just start by clicking the app and then navigating, playing in the app, showing people what it's like to use this app and why they should use it. Next, video views. Select the campaign objective, video views. These are used to promote video views. In these videos, consider using comedy, behind the scenes footage, product infomercials, customer testimonials, anything to bring awareness about your brand in a video format. Video views can be promoted on the platform, Facebook, instagram, or audience network via the format single Video, carousel or slideshow. Many of my clients asked me why use a video views campaign when I can upload a video to nearly every other campaign objective. That is correct. But this objective is literally optimized for just getting videos, increased views. Facebook is favoring video content uploaded directly to their platform, more and more over users just sharing a YouTube link. So you should take advantage of this. Never share a YouTube link on your Facebook page of your content. Rather upload it directly to your Facebook page and use a video views add to give it a boost. So best practice for video views. V view ads are great for targeting cold audiences. Remember cold is someone who has never seen your product or brand before. While a warm audience is someone who is engaged with your brand already. And a hot audience is the one that has taken action. I added to cart purchased and so on. Video view ads are a perfect first touch point with your future customer. This is a way for you to get potential customers to see your product logo business and then retarget them with a different ad by creating a custom audience of people who engaged with your video at different levels, such as length of viewing. So go to your Facebook page. In that right, a postbox posted video to your Facebook page. Upload your video, had your title in details and publish your video. Wait for your video to upload to your Facebook page video library. And now we're back in Ads Manager. We selected video views as our objective. We're on the ad set level. So remember with Facebook ads, the broader the targeting, the cheaper, the smaller the potential reach, the more expensive. So to get cheaper video views, I will target a broad audience, such as marketing has the interests in my entire target market of the United States. So this is 75 million total potential reach. So at the add level of this video views, click the Add Video button under media. In this select videos pop up in that top menu, click that and in the drop-down, click Page videos. And then select the video you just uploaded to your Facebook page. I always suggest referring to your website in videos. So you have a relevant website URL you can direct this video view traffic to after they watch your video or during their watching. For example, we're promoting a long-form video on how to create retargeting ads. But during the video, I also mentioned we offer ads management services. Then I promote that again in our headline. Let us manage your retargeting ads for you. And then I have the call to action button, sign up at a website URL, paste in our link to our ads management services. So I'm getting views on my video. People are learning how to create Facebook retargeting ads. I'm building brand awareness for course envy. This is a win, win win. Now you can also create a slideshow with images. If you don't have a video, let me show you how to combine images and texts in this pop-up video creation kit. Create your own slideshow or choose from a template. Slide shows are a great way to describe your products via images and text slides. As you can see my scene two of this slideshow is an image of an herbs product. We have grow herbs at home. So until you can create videos. Slideshows is a great alternative because moving images just performed better in Facebook ads. Next, lead generation ads. So select the campaign objective, lead generation. These are used to collect lead info such as phone numbers and email addresses from people interested in your business. These can be promoted on platforms like Facebook, Instagram, and Messenger. In the format of single image, single Video carousel or slideshow. Facebook users don't like leaving the platform. They are on Facebook for a reason. So the Lead Generation ADD is in place to keep your potential customers on Facebook while they supply their information to you in exchange for your value offer, such as free services, e-book, consultation call and so on. Once a lead is submitted, the leads data, the fields you collected on your lead generation form. Will be available on your Facebook page. So as you can see on the course and be Facebook page. So you can download the lead details to a CSV file for up to 90 days from the time they are submitted by a user. Or you can connect the leads directly to your CRM system. Split tests, legion versus conversions. Lead generation ads are great for split testing against conversion ads that direct users to your websites lead capture page. The Facebook objective with the higher lead conversion rate,