The Beginners Guide To Facebook Advertising 2024 (Step-by-Step) | Aidan Brotherhood | Skillshare

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The Beginners Guide To Facebook Advertising 2024 (Step-by-Step)

teacher avatar Aidan Brotherhood, Building things

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.

      Introduction: What You're Going To Learn


    • 2.

      What To Expect From Advertising on Facebook


    • 3.

      How To Set up Facebook Business Manager


    • 4.

      Linking Your Facebook Page With Business Manager


    • 5.

      How To Create A Facebook Ad Account


    • 6.

      How To Optmise Your Business Manager For Success


    • 7.

      An Overview of Ads Manager


    • 8.

      Events Manager and Installing The Facebook Pixel on Your Website


    • 9.

      How To Set up Commerce Manager For Your E commerce Brand


    • 10.

      How To Create Your First Facebook Ads (Part 1 The Camapign level)


    • 11.

      How To Create Your First Facebook Ad (Part 2 - The Ad Set)


    • 12.

      How To Create Your First Facebook Campaign (Part 3 - The Creative)


    • 13.

      Bonus # 1 - Don't Throw Mud At The Wall


    • 14.

      Bonus #2 - Ad Fatigue is Real


    • 15.

      Bonus #3 - Don't Overlook Your Offer


    • 16.

      Bonus #4 - Focus on The Metrics That Matter


    • 17.

      Bonus #5 - Follow Your Creativity


    • 18.

      Conclusion: What's Next?


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About This Class

If you're a business owner, entrepreneur, or marketer looking to get started advertising your business on Facebook - this class is for you! 

As we enter the 2020s, it's never been more critical for companies to be able to effectively advertise their business online. For instance, mobile advertising spending is expected to surpass $240 billion dollars by 2024.

If you're getting started with Facebook advertising for the first time, it might seem pretty overwhelming, which is why I created this beginner guide to Facebook advertising.

And even if you have run a couple of campaigns before, it doesn't hurt to go over the basics, right?

In this class, you're going to learn:

  • How to set up Facebook Business Manager and optimise it for success.
  • What events manager is and how to install the Facebook Pixel on your website
  • How to create your first Facebook ad campaign (a step-by-step guide)

I also provide you with five bonus tips that will help you:

  • Come up with advertising strategies
  • Analyse your campaign results
  • Improve the performance of existing campaigns

You'll leave this class with more knowledge of the advertising platform and feel more confident in your ability to create compelling Facebook ads.

If you run into any issues with anything I cover during this class, please feel free to leave a comment in the discussions panel, and I'll get back to you as soon as possible with some support.

I've also created a guide with some tips and resources so you can keep up with everything happening in the industry in real-time.

Meet Your Teacher

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Aidan Brotherhood

Building things


My professional goal is to create useful products that make a difference in the world.

My personal goal is to find fulfilment.

Fulfilment in my relationships.

Fulfilment in my work.

Fulfilment in my health.

The courses you'll find on this page are focused on gaining a deeper understanding of the topics they cover.

They are created for both my own benefit and the benefits of others.

You'll find courses covering business/marketing/development, as one of my current projects is building my company ambio (

If you want to follow the development of ambio and any other projects I'm working on you can follow me on X ( and subscribe to my newsletter ( See full profile

Level: Beginner

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1. Introduction: What You're Going To Learn: Hey, there, my name is Adan Brotherhood, and I'm the owner of the digital marketing agency ambo Media. And one of the services we offer is PPC advertising, which means we know an awful lot about Facebook ads. In this class, I'm going to be showing you exactly how to set up Facebook business manager and all the most important parts of that platform. Then I'm going to show you exactly how to create your first campaign on Facebook just following the steps I outline in this class. And then at the end, I have five bonus tips for you that I highly recommend you take into consideration when you begin implementing the strategies that I talk about in this class. So that means if you're a small business owner, an entrepreneur or a Marco just getting started. This course is going to provide you with everything you need to know to make sure you get off to a good start with your Facebook advertising campaigns. And lastly, before we get started, I would highly encourage you to share with me the work you've done after watching this class via the project section below this video. Whether that's pictures of your ads, your ad copy or the way you've structured your campaign, please feel free to share it with me, and I'd be happy to have a look at it for you. Below this video, I've also left a link to a bunch of resources that you can use to further improve your advertising skills. I also have something special to share with you when we get to the end of this class. So please stick around to the end in order to find out what that is. So with that being said, I'm super excited to get into this with you, so let's get started. 2. What To Expect From Advertising on Facebook: All right. Before we get into any of the good stuff, I just want to take 5 minutes to set some expectations and talk about some of the things that you'll likely want to know before you launch your first campaign. Because the truth is there's a lot of misinformation out there surrounding Facebook ads. The last thing I want is come into this class with any false expectations and be let down. The first thing I have here is that it takes time This might seem pretty obvious, but just like any other skill or anything else that you're trying to learn or implement for your company. It takes time for it to work and it can take time to get it right. There's a lot of people out there that would have you believe that Facebook ads work instantaneously. While they are published almost instantly and that they go live almost instantly, that doesn't necessarily mean that they're going to be successful and profitable instantly. It might take two, three, four, five attempts before you actually get it right and before you start seeing the results that you want. It's really, really important to make that clear from the get. Second thing you're going to want to be aware of is that there is no magic secret. There is a massive industry behind Facebook advertising that would have you believe there is some magic codes in order to make Facebook advertising work. When in reality, it's just a case of putting on the work, putting in the effort and doing what you can to make your advertisements work. Really, there is no magic to this. It is a case of just putting in the work and putting in the hours and making sure you're doing everything you can to provide your audience with something that will catch their attention. That's number two. Number three is you have to be willing to test things known that they might not work the first time. It really is just a case of trial and error. A lot of the work you do, a lot of the stuff you do might not work, but that's why we test things. That's why we try things. That's why we come up with a bunch of ideas and let the data tell us what's working and what's not. I'll talk about that a little bit later, but you really have to know you really have to understand that when you launch this first campaign, you're testing, you're dipping your toe in the water and you're trying to figure out what works and what doesn't. That is the thing you should be thinking about when you do this for the first time. You shouldn't necessarily be going into it with the expectation that this is going to make me loads of money, it's going to generate loads of sales and loads of ads because yes, that is the long term goal. That is the overarching thing that we're trying to achieve here. But more importantly, initially, we're just getting our feet wet, we're just testing and you have to know that it might not necessarily work the way you've envisioned it in your head. That's number three. Number four, don't be misled by fake results. Like I touched on a little bit earlier, are a lot of people in this industry that will present you with fake results that really don't mean anything that are totally unrealistic. They might do this for a bunch of reasons. They might do this because they're trying to sell you a course. They might do this because they're trying to sell you on Facebook advertising services. Regardless of the reasons, really try and pay attention to what these people are saying and really try and think about if it's realistic or not. Because you'll very quickly become accustomed to the type of data that is generated by Facebook ads, you'll quickly learn what are reasonable results and what are unreasonable results, you'll learn what are bad results and what are good results because you'll often find that a lot of the people that you'll find on YouTube, for instance, talking about Facebook advertising will present you with results that are designed purely to bit you in and they aren't real. And it's really important you know that. All the work we're going to be doing here in this class is real, it's focused, it's foundational, and I'm not going to mislead you on anything. I have absolutely no reason to do that. That's number four. Number five is stay consistent and focus on the long term. Again, this might not work the first time. You might launch your first campaign and it might not turn out as great as you want it to. There's also the chance it will and I really hope for you that that is the case. But regardless of whether it's a massive success when you initially launch it or whether it's not, it's really important that you stay consistent that you keep testing that you keep trying and you focus on the long term because maybe it won't work today. But there's a high chance that in the coming weeks or in the coming months that you'll find your sweet spot and you'll be running campaigns that are profitable and successful. Please keep that in mind. That is it. Those are the five key things I really want you to keep in mind as we get into this class. With that being said, let's jump into and start learning more about this platform. 3. How To Set up Facebook Business Manager: Okay. The first thing that we're going to want to do here is obviously access Facebook's advertising platform. To do this, the first thing that I want you to do is type into the search bar business do that you can see there. Then what I want you to do is login with your Facebook account. Now, if you've never seen any of this before and you don't know what Facebook business manager is, you don't know what it looks like. Please don't worry. It'll make sense really soon. The first thing you want to do after that is click login, and then you're going to want to use your Facebook account to do so. I'm just going to log in here using these details. When we are logged in here, you'll be taken to a page that looks something like this. This is a page you'll be brought to every time you log into business manager on Facebook, and this is also where you're going to manage your ads from. Now, there's a lot of different components to business manager, and I'm going to touch on all of them. But there's a couple of really basic things that you need to know just as an overview of the important parts of this platform. The first one is that you'll be given an overview of your ads performance here. I'll show you ad account performance. Now, if you don't know what an ad account is, I'm going to get onto that in one of the next lessons, please don't worry. But all your performance and all your spend and all the stuff that you really need to know will show up here. Every time you log into business manager. Down here, your Facebook pages or any Instagram accounts will also show up here and it will just give you an overview of the different pages that you're managing if you have more than one. Then up here, this is where it gets interesting. If we go to this hamburger up at the top, we can click to see all tools. Now, the most important ones that I'm going to be focusing on in this class is ads manager, business settings, events manager, com manager, and I'm going to be touching on creative hub in some places. That is obviously a lot of other stuff here that you'll be able to look at as you get more familiar with the platform. But in terms of what's important, the sections that I just mentioned are all you need to worry about for the purposes of what we're doing here. With that being said, let's move on to connecting your Facebook page to business manager. 4. Linking Your Facebook Page With Business Manager: Okay, now that we know what Facebook business manager is. The next thing that we're going to want to do is connect your Facebook page to business manager. To do that, all you have to do is follow the steps that I'm going to show you here. The first thing you're going to want to do is go to business settings. As you can see just by clicking that button. Then when you get in here, you'll be taken to the page section under accounts in business settings, and from there, you just want to click this blue Add button. Now, there are three different things you can do here when it comes to adding a Facebook page, you can add a page, which is just a page that you already on and you already have access to. You can request access to another page. This is most commonly used if you're an agency owner like me, wanting access to another businesses Facebook page. Then thirdly, you can create a new Facebook page if you don't have one already. Now those last two options, you can use if you want, if that's the situation that you're in. But for the most part, you're just going to want to add a page. We're going to click that. Now, the ambiomedia accounts are already added to a different business manager, so I won't actually be able to do this to the fullest extent, but you'll see how you just by following these steps. I'm going to click ambo Media. I'm going to click Add page. You can see here that Facebook's identified these counts as being connected. We're just going to add all for them. Now, what you see here is how it will look after you've added the page. You'll see the page appear in this left hand column, and you'll see all the people that have access to your page. When you've done that, that is your page added. If we go back to business home, this is what you would see. You would see your pages added to this section on the bottom, which were previously empty. That explains to you exactly how to add your Facebook and Instagram account to Facebook business manager. 5. How To Create A Facebook Ad Account: Now that you've hopefully added your Facebook page to business manager. The next thing that we're going to want to do is create your ad account. Now, you're going to use an ad account for a bunch of different things. It's going to manage your billing. It's going to manage your campaigns, it's going to manage your Facebook pixel. It is really everything that exists above your advertisement. It's also important to note that you can have multiple ad accounts so if you have different segments of your business, especially if you're an agency or a marketer, if you're working with clients, you will use different ad accounts for different companies, and that's a really important point to note here. If we want to go ahead and create an ad account, what we're going to do here on the business manager home is click Go to settings. Then after we've done that, it's going to open up in a separate tab and it's going to take us back into business settings, like where we were when we were creating and adding our Facebook pages. Now what we're going to do is created. Now, much like when we're adding the Facebook page, you have two options down the bottom here, you can add an ad account if it's one that already exists. You can request access to another ad account from another company if that's what you need. Lastly, you can create a new adcant what we're going to do here is create a new adcunt that's also what you're going to do if you're new to this. Click, create a new adcant. Then you just want to name it. I'm going to name this one test ad account, and I'm going to change it to the British pound. There we go. That's fine. And then we click next. When you hit this section, your adcant will be used for your business. Let's hit Create. Perfect. When you've done that, what you're going to want to do is if you have multiple employees or maybe if it's just you, you want to make sure that you've got access to this ad account. You want to click yourself and then you want to click all these on so that the person has access. Then lastly, you're going to want to add payment info. I'm not going to do this because there's no point, let's just cross that out. That's it. Really that you got your ad account set up and this will come into play much more later when we start discussing the structure of ads and how actually everything all ties together. There's a couple of last things that you need to know about add accounts. A accounts can be banned by Facebook. For instance, if Facebook doesn't deem you as following their advertising policies, it's likely that you will get banned or your account will be restricted. Now the way that you're going to want to check your ad account is meeting Facebook's criteria for a good ad account and following the policies is clicking the hamburger up here, and then going to account quality. Obviously, there's nothing that I've really done with this account and it's just going to show the account that we just created. Then this would be for offline tracking, but we're not going to get into that right now. However, if there was anything wrong, it would show up in your account issues. Now obviously, I've not used this before, but if there was anything outstanding or there was anything going wrong in your account, it would show up here. Okay. So now you know how to connect your Facebook page, which you've hopefully done. Now you know how to set up a Facebook ad account. Now the next thing that we're going to look at before we actually start creating campaigns is optimizing your business settings just to make sure Facebook deems your business manager as a legitimate business and so that nothing goes wrong when you actually start creating campaigns and spending money. Let's move on to that now. 6. How To Optmise Your Business Manager For Success: Okay. So now that you've added your Facebook page and created your ad account, I just want to talk about a couple of things you can do to increase the legitimacy of your business in Facebook's eyes. Like I said previously, it's not uncommon for ad accounts to get banned. It can actually be pretty annoying, especially if you've got a lot of campaigns running and you really begin to depend on Facebook for revenue and sales. The couple of things that I'm going to recommend you do here will simply reduce the chances of that happening. So if we're on the home page of your business manager, we're going to go to the hamburger up the top left, then we're going to go to business settings. Now, there are two things that we're going to do here. The first thing that we're going to do is verify your domain with Facebook and the second thing that we're going to do, just add more information about your business, so Facebook can see that it's actually real. When it comes to your website and your domain, What we're really getting at here is that we want Facebook to know that the place you're sending people to with your advertisements as your website, it's a representation of your company and it's a legitimate source of information for them, because what can often happen is that people can pay ads for anything. You could run an ad and you could send it to a malicious site that does not have the user's best interests at heart, obviously, Facebook would not want that to happen. What we're doing here is basically just telling Facebook that yes, this is my domain, this is my business, and this is a legitimate place where I'm sending traffic to. If we go down to brand safety and we collect domains, Now, this is how it would look if you did not have a domain adds. In this particular instance, the ambo media domain is on another business manager, so we will not let me do this here. What I'm going to do here instead is use adm to try and illustrate this process to you. If I type in and click Add. You can see that it has added the domain to my domains list under brand safety. Now obviously, it says here that it isn't verified. The reason it's not verified is because I haven't taken any action that will allow Facebook to verify the domains legitimacy. There's a couple of different ways you can do this. If I click this drop down here, you can see that you can add a meta tag to your HTML source code. I don't recommend you doing that. You can also upload a HTML file to your directory. I don't recommend you doing that. You can update your DNS TXT record with your domain register. I do recommend you doing that. This one here is the easiest one to do out of all three that they've mentioned there. Now, even though this is the easiest way to verify your domain with Facebook, there are different ways that you'll do this depending on where you purchased your domain from. What I would highly recommend you do is just go to Google and type in how to add TXT record to your DNS on and then type in where you borrow the domain from, and it should give you tutorial showing you exactly how to add a TXT record to your DNS. That is the first thing that we want to do. Why I've done that then what I want you to do is go down to the bottom here and go to business info. Okay. Now, people often get confused when we talk about verification because there's two types of verification on Facebook business settings. There's verifying your domain, which is what we've just discussed, but there's also verifying your business status, which you can see here. Now obviously, this business manager has not been verified. Now you only really want to do this if you're selling products on Facebook. It's not really an important thing overall. And when I'm talking about verifying your domain or any kind of verification. I'm not referring to this, and if I am is likely I'm talking specifically about commercial products. But while we're in this section, one thing that you want to do is fill in your business details. This is just a way for Facebook to go, hey, they provided us with this information. Does the information they've provided us with match company information from other sources on the Internet. And most of the time this information will match, it will be correct and it will just add another layer to your verification and your legitimacy when you're using Facebook's advertising platform. Lastly, if we look down here at my info, I highly recommend just checking that and making sure it's okay. Ensuring that they've got the right e mail address, that your e mail address is verified with them. I also recommend that you have two factor authentication turned on. Just add an extra layer of security, and again, protecting and legitimizing your business manager. Now you know a couple of tips that you can use to improve the legitimacy of your business in Facebook's eyes. If you've been following along with me so far, we've basically completed the setup phase of business manager. There's still a couple of things we need to do, but we'll get to that when we come to them. Now what we want to do is actually visit Ads Manager and have a look at how we actually build campaigns and the way Facebook structures campaigns on its platform. 7. An Overview of Ads Manager: Now that your business manager is set up, it's time to talk about ads manager. Adds manager is a place where you're probably going to be spending most of your time. It's definitely more the core of business manager. This is where you're going to be creating your campaigns. It's where you're going to be managing them. It's where you're going to be analyzing your performance. It really is where the magic happens. There isn't a great deal that you actually need to understand about ads manager. When it comes to the actual creation of the campaigns, that's where things get more complex. Just in terms of how it works, it's relatively straightforward. Each campaign will really have its own hierarchy, and you get three different sections for any campaign that you create, and that's what we're going to talk about here. Firstly, you have the campaign level, then you have the ad sets level, then you have the ads level. The campaign level is where you're going to set your objective, and that is what underpins the structure and the type of campaign that you're going to be creating. Secondly, we have adsets. This is where you're going to be deciding on your audience, and it's also where you're going to be deciding on your placement. Your placement is where your ads are going to show up on Facebook. For instance, are they going to show up in the news feed or are they going to show up on the audience network? That is what you're going to decide in your ad set. Then lastly, we have the ads, and the ads are what people are going to see when they see your ad appearing on their newsfeed or anywhere else you might be advertising on Facebook. So when we actually look at this as a hierarchy because it isn't totally clear when you look at it on Ads Manager. You can have multiple ad sets and multiple ads inside the campaign. Adds manager itself does a good job of making you think that it's all one dimensional. When in reality, you can get quite granular here and you can do a lot of really cool stuff with your campaigns. Like I said previously, the campaign is the objective, the ad sets are your audience and placements, and your ads are the creative. Now the thing that you can do here as I said, you can have multiple ad sets and multiple ads inside the campaign. You may be wondering, what is the reason why I'd want to do this? You might want to have multiple asets and say they can paint if you're targeting two different audiences. If you've got audience A and audience B for products A and products B, you're going to have a different set of targeting metrics for each of those audiences. Inside each of those asets you might have different ads that are talking about different things and and are intended to influence your audience in different ways. If we just refer to this one over here as audience A inside that ad set, you might want to test your copy, you might want to test your images, you might want to test the call to action that you're using. There are multiple things that you might want to test when you actually launch your campaign. This is the benefit of having an advertising platform that can do an awful lot of different things for you. Now, there isn't really a limit on how many adsets and how many ads you can have inside each ad set. However, my personal recommendation would be in our time running Facebook advertising campaigns for businesses, would be that you don't want any more than three ad sets inside the campaign, and inside each ad set, you don't want any more than five ads. We found the sweet spot for ads to be 3-5. A more than that you run the risk of over saturating your budget. An less than that and you're probably not testing enough variables and gathering enough data for the money that you're spending. That is really the key things that you need to understand about ads manager. Now that we understand add manager, we understand that structure. Of course, we're going to get onto the more complicated stuff and how to actually create a campaign later. But next, we're going to talk about ads manager and the Facebook pixel. Let's jump into that. 8. Events Manager and Installing The Facebook Pixel on Your Website: All right. The next thing that you want to do here is look at Events Manager. Events Manager is where you're going to be managing your Facebook pixels. If you don't know what a Facebook pixel is, it's essentially a piece of tracking code that you'll install on your website to track user activity. In this particular lesson, I'm going to be showing you step by step how to create a Facebook pixel and then how to install it onto your website. Then lastly, check if it's actually firing and active on your website. The first thing you're going to want to do here if you haven't already is go to events Manager. If you open up the left hand panel, you'll see events manager there, just click that. Now, this can seem more complicated than it actually is. Essentially, events manager is like an analytics tool. For instance, when you actually have an active pixel, it'll show up here telling you how many events have been uploaded and how many have been matched. Then you'll be able to see the different conversions that you've got being tracked and how many of those conversions are being fired off. When you're looking at this page, what you're going to want to do is go to the green create button up the top. So the first thing you're going to want to do when you hit this page is click this green connect data sources button on the left hand side. When we do that, you're going to see four data sources that you can connect. You're going to see web, app, offline, and CRM. These are the four different data sources that you can connect to. Thankfully, we don't need to worry about app offline or CRM. The one that we're focused on here is web. What to do is click Web, then click Connect. Then you're going to want to click Facebook Pixel. We don't want to worry about conversion Z API for the purposes of what we're doing here. Click Facebook Pixel. Then we're going to enter name. I'm just going to put in test. Okay. And from here, I'm just going to pinch the domain from my settings. Okay. And then we're going to go back here and I'm just going to pop that in. Great. Then we want to click Continue. Now when you click Continue, it's going to offer a couple of different things that you can do. If you're using WordPress and actually, I'll just show you this because this is probably useful for you. As you can see here, you can connect your pixel to any of these partners. Now what I'm doing here, I'm using Webflow, but I'm not actually going to use this way of installing the Facebook pixel for what we're doing here, mainly because you can run into issues when you use a partner to edge your pixel, but for the most part, it will be fine. Instead, I'm going to close that and I'm going to go to manually add pixel code to website. Reason why I'm showing you how to do it like this is because if you get stuck using any of the partners, this is going to be the second thing that you're going to try. It's important that I show you how to do this even if it is a last resort when you're connecting your Facebook pixel. What we want to do here is we want to copy the base code, and we want to take that code and paste it into the header of our website. You can see that I've pasted the Facebook pixel in, you can see where it starts and you can see where it ends and I'm going to save changes. Now that I've saved the changes, I'm going to publish the site. Now that the site is published, what I'm going to do is just click continue over on Facebook's end. When we get in here, I'm going to recommend that you turn on advanced matching, for the most part, this is okay to do, and it will improve the capabilities of the Facebook pixel, which is useful regardless of what you're doing. Do that. Hit continue. Then what we're going to do, we're going to come back here in a second, and we're going to add some events. But firstly, what we're going to do is we're going to make sure that the Facebook pixel is firing on our website. I'm going to go here and I'm going to check out the website. Now that we're in here, I actually have a chrome extension that will tell me if the pixel is firing or not. Now, events manager will actually tell you if the pixel is firing as well, but it's good to have another way to test this for cross referencing purposes. If we go up here and click on the Facebook pixel helper, we can see that the test pixel that I created is firing for page views and micro data. And that's exactly what we want. So now that I know that pixel is firing on that site, I know that it's tracking activity and I know it's working. Now we can go back to events manager, and now we can go to the open events setup too. Now this is where you're actually going to create conversion events. Now, a conversion event is something that Facebook will individually track. Since IOS 14.5, you can only have eight conversion events per Facebook pixel. That's a new thing that didn't used to be the case, but now before we actually go back into event setup, another way that you can test to make sure the Facebook pixel is working is like I said, on Facebook business manager itself. When you're in the Facebook Pixel tab, where you want to go is go from overview to test events. Take the link to your website, pop in and open website. From there, if we go back, you'll be able to see that a page view has been processed as a conversion event. Now, if we go back to overview and click Continue Pixel setup, click Facebook Pixel, click Connect, and we're just going to go back through these steps really quickly. Continue. Type in the URL, open website. We will now see the event set up tool on the left hand side. There are a bunch of things you can do with the event set up tool. You can track buttons, you can track URLs. You can track different things going on in the site. What we want to do here is just track the URL because that's the most simplest thing we can do. We're going to take this URL. We're going to select the type of event that we want to track. In this instance, if you're just tracking a page view, if it's just someone visiting the page, you're going to want to mark this as a view content. Okay. Now, you don't really need to worry about the value here. That's not really important for the purposes of what we're doing. You can just leave that as is, or you can click don't include value. Click confirm. Great. Now we have a new conversion event added to our Facebook pixel. We can finish setup. That's done, finish. Yes, it's fine. Great, done. Now we are back in advance manager. If I just refresh the page here, we can see Before Apple's IOS 14.5, this would be enough and the tutorial would basically end here. Since IOS 14.5, Facebook has had to introduce something called aggregated event management. And like I said previously, what this actually means is that you can only track eight conversion events now as opposed to previously where you could track as many as you want. So now we want to do is click Configure Web events. When we get into here, a couple of things that are going to happen and I need to talk about. Now, there are some restrictions to what I can show here because this is a new business manager. Basically, what will happen is you have to add the eight conversion events that you want Facebook to prioritize. Now, it's really important that you follow the steps previously when I was talking about business settings and verifying your domain. Because if you haven't verified your domain, then you will not be able to do this. This is Facebook's way of ensuring that you are a legitimate business. It's really important you do this. What you would have to do is follow the steps that I said in the previous Video, verify your domain on business settings. Make sure it's verified, then if we go back to events manager, I'm actually going to show you what this would look like when it's being completely done. This is the pixel for ambiomia here. This is the active one that we use. We're going to go from pixels to aggravated event management, and we're going to go to configure web events. You can see the ambiomdia domain here and you can see we've got eight events. If we click on that, you can see the eight conversion events that I've added to track. If I click Manage events, I can click Edit and I can change the different conversion events that I want to add. Now, for the most part, if you've been setting up your events with the setup to, then you're not going to be seeing anything called custom conversion. You're going to be seeing the name of your pixel. Please don't worry about custom conversion for the purposes of what we're doing here. It's a more advanced feature and it's something that I'll get onto it a little bit later. When you've done that, you would click submit, save it, let it do its thing and you've added your A and you've prioritized your conversion events, which is exactly what Facebook wants you to do. At this point, if you've done all of this and you're basically going by the book to really low the chances of your account getting banned or your ad account getting restricted. That really is it. Hopefully, that's showing you everything you need to know about events manager in the Facebook pixel and how to set it up. If you have any questions about this subject or any of the other lessons, I'd really encourage you just to leave a comment and leave a note in the discussions panel and talk to you about what issues you might be experiencing. Now that we've done all that, that's great. Let's move on to the next step. 9. How To Set up Commerce Manager For Your E commerce Brand: Okay. The last thing that I want to talk about here before we move on to actually creating a campaign is Commerce Manager. Commerce Manager is where you're going to create a Facebook shop if you're an E commerce brander or if you sell physical products, so you can find the commerce manager if you go to the hamburger on the top left hand side, and you go to Commerce Manager as you can see there. When you're there, what you're going to want to do, it's click this blue add shop button. If you click that, we're going to be taken to a page or a walk through rather that looks like this. Now, you can create a shop on Instagram and Facebook, it depends what one you want to. The reason I just want to touch on this briefly is because if you are an commercial brand, then it's really really important that you know how to do this because it does give you another opportunity to get your products in front of customers on social, which saves them having to actually go to your website to learn more about what you're selling. If we choose Facebook in this instance and click next, and then we want to choose our checkout method. When it comes to the checkout methods, there are a couple of things you're going to want to keep in mind here. If you're in the UK like me, as you can see here, you cannot check out with Facebook or Instagram that is only available to US customers. You can check out with messaging, however, and you can check out on your website. For instance, you can have product information on Instagram or on Facebook and then you can just direct them to your website, check out if they're ready to purchase. You may be thinking, well, that's not too different from just sending them to my site in the first place. You're right. It's not too different. We're still going to have to go through a similar amount of steps. The only difference here is that they can look at your product on Facebook or Instagram and they don't have to go elsewhere to do so. That might be something that you might want to consider because that might be the natural flow of your customers. I'm going to go with that and we're going to go with checkout on another website. We're going to hit next. And then we're going to choose the pages that I want to sell from. For what I'm doing, I am going to click Aden Brotherhood, and we can just use my personal Facebook page as an example. When we've done that, we're going to mark the delivery of destinations that we're shipping to. For what we're doing here, I'm just going to put the United Kingdom. Okay. And we're going to just leave that as is. And we've done that really is. So we've specified where we want people to check out. We've added the page, we want the shop to connect to it and we've added the destination that we intend to deliver in. So all we have to do is click that you comply with Facebook seller agreement, finish setup, and then that we'll go into review. And Facebook will let you know if your shop has been successful in the application process or not. And after that you'll be redirected a page, it looks just like this where you can manage your shop, add catalogs and items and you can see insights about how your shop is performing. But really, that is the basics of commerce manager done. Now we're going to go on to learning about how to actually create a campaign. And this is some of the more exciting stuff that we're going to move on to now. So I will see you there. 10. How To Create Your First Facebook Ads (Part 1 The Camapign level): Now that we have done all that, we should now be ready to create our first Facebook ad. The first thing that we're going to do here is talk about the campaign level, the different objectives that are there and the one that I recommend you using if you're just starting out. If we go to this green create button at the top left, click create and you'll be taking a pop up that looks like this. This is all the different objectives that you can use for your ad. It's broken down into three different sections. You have the awareness section, you have the consideration section, and you have the conversion section. To quickly break that down. You're very rarely going to use the awareness section, really, you're only really going to see big brands use that that have a lot of brand awareness where a lot of people know the name and they're just trying to get their ads out to as many people as possible. The place where you're going to spend a lot of your time is in the consideration and conversion section. The conversion section has anything to do with the Facebook Pixel like we spoke about in one of the previous videos. Depending on your target, most of the time, you'll end up using the conversion objective. And lastly, you can use the objectives in the consideration section, regardless of whether you have the Facebook pixel set up or not, but I would always recommend that you have the Facebook pixel set up anyway. Let's just quickly break each of these down. Traffic refers to if you're sending traffic from Facebook to your site. Engagement refers to if you're trying to get engagement on a particular post. This is things like lights, shares, comments. App installs a self explanatory. This is if you're sending traffic from Facebook to the app store or Google Play. Video views is again, self explanatory. If you're looking for more video views on a particular video you've created, then you can use this to drive more video views. Next, we've got a lead generation. This is one of the really good ones that I'm not actually going to be demonstrating here, but I will talk about it and touch on it a little bit. The lead generation objective basically allows you to collect people's information on Facebook itself. This means that you don't have to send users to a landing page with a form. It means that the form is on Facebook itself. It means it's native to Facebook. Now, this is a really, really useful objective to use, if you're trying to generate leads and if you're trying to drill down the number of steps that a person has to go through before they can take advantage of your offer. I would highly recommend doing this. It's something I've spoke a lot of bit previously. If you want me to elaborate more on this, simply just add a question to the discussion and I can definitely elaborate on this. And then the last objective we have here is messages. If you want people to message your brand, if you have a chat box set up or anything like that, then you're going to want to use the messages objective, and this will send people from Facebook into messenger. Now that we know all the different objectives, the one that we're going to pick here for the type of campaign that we're going to create is going to be the traffic objective. The traffic objective refers to when we send someone from Facebook to our website. I would say that is the standard campaign that you will be creating when using Facebook ads. Let's click traffic. When we go down here, we're just going to want to name the campaign. Now, I would always recommend that you name your campaign properly when you're doing this, it sounds like a really small insignificant thing, but I guarantee you when you get deep into this and you've got 40, 50, or you end up with hundreds of campaigns and your ads manager, you're going to want a quick way to be able to find them. There is a search bar on the Facebook advertising platform that you can see behind this pop up here. Use keywords that are relevant to what the goal of your campaign is. For instance, on the campaign level, I would highly recommend naming it based on the objective and then the date. I'm going to put objective. Then I'm going to put date. And for your ad set, I'd recommend naming that based on the audience and placement. You would put in the name of your audience. However, you've named that, you put that in here, and then you would put in the placement. This is where are you actually showing the advertisement. Then lastly, for the ad, I would recommend just putting in a keyword that you think is relevant to the type of ad that you've created. Again, if you've got multiple ads inside an ad set, you're going to want to name them based on the different types of ads that they are. I'm just going to put in here creative. When you've done that, let's continue. After we've hit the continued button, we'll be taken to the ad setup. This level here you can see is the campaign level. Now we've already named the campaign, but there's a couple of other things that we have to do before we move on to the ad set and the creative. The first thing we have to do is we have to decide if we're going to do an AB test or not. Now AB testing is a totally separate subject that I'm not going to get into here. I just want you to completely disregard that for the moment. Down below and onto a more important point, we can see campaign budget optimization. I would actually recommend using campaign budget optimization because it will allow you to better control your budget and ensure you don't overspend and ensure your budget is being distributed in the right places. Because if you have multiple asets for instance, because what campaign budget optimization is going to do here, if you have multiple asets is take your budget and place that budget into the asets that are performing best, which is a really, really useful thing, and we'll ensure you're getting the most for what you're spending. So we're going to turn it on. And when we get down here, there are two ways that you can manage your budget. You can manage your budget on a daily basis or you can manage it on a lifetime basis. I totally depends on what you want to do. Obviously, if you manage it on a daily budget, there's a higher chance that you're going to forget about it and overspend. If you keep it on a lifetime budget, it means the budget will be evenly distributed from the start date to the end date. If you're trying to make sure that you don't overspend and stuff, that's the one that I would probably recommend. But I'm going to leave this as a daily budget for now because that is what I would personally use. Just as a market in someone who does this all the time, that is what I'm used to. And in terms of how much would I recommend you spend per day. This varies depending on what you're doing. Standard in the industry is always ten pounds per day. That is the place where people tend to start. I'm not sure. But you can go to five pounds or $5, for instance, if you think that's more appropriate, however, I wouldn't recommend going lower than or you run the risk of your ads underperforming and not doing as well because they don't actually have enough budget behind them for them to do anything. That's just something you might want to keep in mind. But let's just go with ten pounds a day and move on from here. That actually brings us to the end of the campaign section. Now we're going to look at the ad set. 11. How To Create Your First Facebook Ad (Part 2 - The Ad Set): So from the campaign level, what you want to do is just hit the blue next button down the bottom, and then you're going to be taken to your ad set. Like I said previously, what we're trying to do here is send traffic from Facebook to our website. We've already named it just like the campaign level. On the traffic section, we're going to leave this as website. We're going to leave dynamic rates of turned off. We're going to leave our offer turned off. Those are two things that you don't have to worry about right now. And for our schedule, we're just going to leave that as is. I'm not too fussed about how long this runs for it and you can and probably should add an end date if you want to Now we are down to the audience section. Now there's a bunch of different things that you can do in the audience section, and there's a lot of different targeting metrics that you can take advantage of. What I'm going to do here is show you everything that you need to know in terms of the different metrics that you can target. In terms of locations, this is self explanatory, but you can target an entire country, you can target a town. I am actually on the West Coast of Scotland, so I'm just going to type in Glasgow because that is the nearest city to me. Uh, but I can type in Glasgow Scotland, United Kingdom, that will come up. You can see here that it will appear as a circle around Glasgow, and you can make this location bigger or smaller depending on what you want to do so we can increase that or we can decrease it. It's entirely up to you. When we picked a location, what we want to do is move down to age. Age, again, it's a demographic, it's something that will be specific to your business. Hopefully, you know, what age your customers are roughly, you've got the best idea of who you can target. Because if it's a product that's targeted at younger people, obviously, you don't want to be targeting people that are 65 and above. Just keep that in mind. Then in terms of gender is your ad intended for men or is it intended for women. I would say that again, much like age is a very self explanatory thing. When we get down to the bottom here, we have detailed targeting, and this is where the magic really begins to happen because there's a lot of different targeting metrics that you can take advantage of here. Can target demographics, which are things like age and gender, which are more tangible and fixed? You can target interests and you can target behaviors. Behaviors are things like purchase behavior? What are people actually doing on Facebook's platform that they can see and understand. What I'm going to do here is add one demographic, one interest, and one behavior. If we go to demographics and we can just add anyone we like here, let's just say it's education level, for instance, and we can say, is the person at university for what I'm intending to sell. Then we can go to interests. I can say, Well, is this person also interested in advertising? Then I can go back to Bros again. I can go to behaviors and I can go, well, what do they do online that I want to tap into I can go, I want to target early adopters. Now I have a fair audience here. Because if I'm targeting someone that's a university, I'd want to take this away from 65 plus and maybe just that down to say 24. Let's go with that. If we go to 24, Great. Now we have a more defined audience. Then down here below, we have detailed targeting expansion. This will allow you to reach more people beyond the targeting metrics that you've laid out in your audience. I'd recommend you turn this on if you're new to advertising and you've not done it before because you might not get your audience perfectly the first time. And if Facebook manages to identify a set of people that it thinks might be more engaged or might visit your website, based on the data you have input or based on how people are engaging with your ad, then you want the algorithm to be able to do its job and match your ad with the people that are most likely to click it. Let's leave that on. Then when it comes to the liages you don't actually have to add much Facebook will know what it's doing, but what I can do is add in English here. Let's just go English. Once we've done that, that really is our audience created. Let's save this audience. When we're naming our audiences, let's just go with a couple of things. Let's go with the keywords that you want to associate with the audience. Then let's go with age, and gender. Great. Now we've created an audience and saved it. Then below that, we'll look at placements. You have two options here. You have automatic placements and you have manual placements. Placements refer to the place where your ad is going to show up on Facebook. So is it going to show up in the news feed, is it going to show up in messenger or is it going to show up on Instagram Facebook recommends that you keep this on recommended. This allows it to test and do some different stuff to determine where it's best to show your ad. But if you want to be more specific, you can go to manual placements and you can get rid of some of these placements that Facebook offers. So you can see here there's quite a few. But at the top here, I can decide if I want to only show my ad on desktop or mobile. Now you can run your advertisement on both. I would just be conscious of the fact that most traffic these days generally comes from mobile. That's like a known fact. You might want to take that into consideration when you're deciding on your placements. Now, if we go down, we can get rid of the audience network, we can get rid of Instagram or messenger. You can really do what you want here. And you might be wondering, well, what are the best placements to target? And the truth is it completely depends on what you're trying to do. When you're just starting out, I would recommend leaving automatic placements on and just let Facebook do what it does, especially if you're a beginner, you don't want to play about with things too much because if you start turning off some of these placements, you'd run the risk of missing out on some of the placements that might actually be useful for what you're trying to achieve. So keep that on automatic. So let's leave that there. And for optimization and delivery, there's a couple of things we can do. We can optimize this campaign for line of page views. And we can optimize it for link clicks, daily unique reach and impressions. I don't recommend you optimize it for daily Unique reach and impressions because that is not the overall goal here. You want to optimize your campaign for either landing page views or link clicks. For what we're doing here, I would recommend picking landing page views. That will tell you how many people are actually hitting your website because the truth is someone clicking the link to your ad doesn't necessarily mean they're going to hit your page and look at it, but if Facebook is tracking landing page views, that means you're going to accurately see How many people are clicking a link and visiting your website as a result. That's something just to keep in mind. When we've done that, we're ready to move on to creating the ads. Just hit that blue next button down the bottom right hand corner and we can move on to 12. How To Create Your First Facebook Campaign (Part 3 - The Creative): Great. The last thing that we have to do here is create the advertisement that the people you're targeting are going to see. Like before and hopefully, like yourself, you've already named the advertisement. Then down at identity, we want to select the Facebook and Instagram account we're going to be using. You're going to want to go for me, would be ambioMdia and then the Instagram account is obviously ambioMdia then when it comes to add setup, you have a few different options. You can use a single image or video, and we're going to be using a single image for what we're doing here or you can use a carousel or a collection. Because you're creating your first campaign, I would highly recommend just using a single image or a video. If you have a video that you can use in your campaign, I would recommend using that because generally, it's more engaging and you'll get a better feel for how people are responding to your ad. But when you've decided on that, let's move down to the ad creative. What we're actually going to do is add a couple of different images and you'll see why in a second. If we go here, The first one we're going to add is just a basic one to one ratio image that you can see here. Let's just open that up. Let's select that and hit next. We've added that image and now we're just going to hit next. Now you can see here that this image doesn't actually fit some of the placements that we've selected. What we want to do is replace the story apps and sets and the right hand column images with one that actually fits the dimensions that it's looking for. For instance, we're looking for a ratio of nine to 16 for stories as and set, and we're looking for a ratio of 1.911 for right column and search results. For the stories and apps, let's just replace this image we've got here with another one. Let's uploads. Go back to downloads and then we have this image here ready for us. Okay. And let's select that one. Let's hit next, and we can see that we've updated that image. Then over on the right column section, we're going to replace that again. We're going to upload an image. This one here, click anyone, and there we go. Great. Now we've updated the images to match the sizes that we're looking for. Let's next. What we can see here is that Facebook is asking us if we will allow them to enhance the images that we've got if we think it will improve performance. Of course, we want to make that yes, when we've done that, let's click done. Now we have the images set and we have relevant images for each placement. Now when we get down to primary text headline and descriptions, a couple of things that we're going to want to do here. I already have some copy pre created for the purposes of illustrating it to you here. In terms of writing copy itself, that's definitely a separate subject that I'm not going to get into too much detail about here. But you'll be able to see from the copy that I'm going to add what this advertisement is about and the words that I've used and the things that I'm trying to do with the copy to motivate people to take an action. If we go over to this tab, I already have some copies prepared. The primary text is just a short form one. This ad that I'm creating was for website design. This was a campaign that we run that did pretty well in terms of conversion rates and some of the soft numbers that we're looking for. That's the primary text. Then if we go back and we go for the headline, turn your website into a selling machine. Let's input that headline. Then for the description, Your description won't always show up, but I would always recommend adding one anyway. You can add more sales copy specific to what you're trying to achieve, or you can add information about your business if that's what you want to do. Then when we get into destination, obviously, here we're looking to send this traffic to our website URL, and I have my website design sales page that I'm going to add in here. Just copy and paste that in. Obviously, the pixel that we were creating earlier is not installed on the main ambiomdia site, so we're just going to cross that off. When it comes to display link, if you have quite a long ur, I would recommend just shorting it to something that is more understandable to anyone that isn't familiar with your brand. I'm just going to make it my root domain, and you can see it showing up there. Then for the cost action, depending on what you want to achieve with this campaign, the highest converting button is usually learned more. I'd probably stick with that if I were you unless you've got something more specific in mind. Then with ages, we don't really need to worry about lineages. Tracking we have our pixel set up. And then when we've done that, we're basically good to go. From there, we would want to publish. You can see that I haven't fully published this campaign. I've left it as a draft. But what you can expect after you publish your campaign, your ad can be in review from anywhere 1-24 hours, sometimes longer depending on how Facebook is keeping up with things. You just want to keep that in mind that your ad might be in review for quite some time, but that's okay. When it is Facebook will either approve it, and it will start running or they'll kick you back with some kind of error and say that it doesn't meet some kind of policy, which is what they usually do. That happens to you, you're more than welcome to leave a comment in the discussion. I'd be happy to talk to you about what you can do to get your ad live. That is step by step how you create your campaign. Like I said at the very beginning of this class, I'd highly encourage you if you've been following along with these steps to leave an image or a video or give me some information on how you got on with this class. If you've created your first campaign, what does the add look like? What a copy did you use? Do you need help with please feel free to leave a question in a discussion panel and I'd be happy to answer it. And we're not quite done yet. I actually have five bonus tips for you I highly recommend you take into consideration as you get more experience with your Facebook advertising. Thank you and I will see you in those top five bonuses. 13. Bonus # 1 - Don't Throw Mud At The Wall: Okay. The first bonus tip I have here is don't throw mud. Now, you might be wondering what the heck do I mean by that. Well, what I actually mean is don't go into your Facebook advertising hoping for the best. The reason why this is the first tip is because it is one of the more important ones. You want to be split testing, and this is what a diagram is here. If you don't know what a split test is, don't worry because I'm going to explain exactly what it is here. A split test refers to when you could add A and add B and you want to find out which one is the most effective. What you can see here, we're following the same structure as what you see in Facebook advertising, we have an ad set, we have ADA and add B, and we can see that a B had a 3% conversion rate, which means add A is the winner. Now, how on earth would we have known which ad was going to be the winner without testing them against one another. This is something that you'll, very frequently run into where you have multiple ideas, you have multiple ways that you can do things, but you don't know what is the best way to do it. Instead of just using your gut and your intuition to try and determine what is the best way to take your campaign, let the data tell you. Actually go into ads manager, create a couple of different ad sets with a couple of different audiences and create a couple of different ads for each. When you do this, what I recommend you do it is test the variables that I'm going to list here. The first variable that you might want to test could be copy. You might want to test short form copy over mid form copy and over long form copy. Do short ads result in more clexan a longer ad. That's the first thing. The second thing you're going to want to consider is that images are videos. So If you have an image, but you also have a video and you want to see what one performs best and results in the most clicks, then test them against each other. Another thing that you can test is placements. Do you want to see how effective your ad is on Facebook versus Instagram? If you want to find out, then why not test it. Then the last thing that I could say that you could test is your audience. That's probably one of the most significant things here. If you have multiple audiences or you have multiple different metrics you can target, then why not create a couple of ad sets and test them. Yeah, that is my advice here. Do what you can to test things to split test, and do not throw at the wall. Let's get onto the next one. 14. Bonus #2 - Ad Fatigue is Real: The second bonus tip I have for you here is don't let advocy ruin your campaign. Advocy is basically where an audience or a group of people that you're targeting get fed up seeing your ad because I've seen it too many times, they've been over exposed to it and it's no longer effective. There's a couple of things that you really want to keep in mind and pay attention to to avoid that happening. The first thing you're going to want to do is keep an eye on your click through rate. Your clickthrough rate is basically going to tell you if people are interested in your ads or not. For instance, if you have 1,000 people that see your ad and only 0.5% of them click through to your landing page, then that is an indication that your ad is not performing as well as it could be. Now, click through rate can be affected for a number of reasons, but you definitely want to consider ad fotque as a factor in this. You should be aiming for a click through rate of three to 5%. That is standard, anything lower than that and there's likely something going on, and advirtie may be what's causing it. And the second thing you're going to want to do is have multiple ads and be ready to rotate them. One way to get past advotgue immediately is just rotate your campaigns and your images and your copy frequently. For instance, you might want to change your ad every couple of months. You don't want to do it so often that you run the risk of hurting the performance of your campaigns even more. You just want to do this when you feel like it's inappropriate. If you feel that advotgue is causing problems for you, then changing your ads is a good way to get around that. The third type I have here is to consider frequency. Frequency simply refers to how often people have seen your ad on average. For instance, if you have a campaign running that has a frequency above five, you're really going to want to consider if the people seeing your ad are fatigued by it, if it's making them uninterested, if they're sick of it, if they're annoyed of it, if it's going to hurt your campaign. Yeah, advote is a really important thing that you're going to want to think of when running Facebook ads. Let's move on to bonus tip number three. 15. Bonus #3 - Don't Overlook Your Offer: Okay, bonus tip number three is that your offer matters and that you shouldn't forget about it. This one might seem obvious, but when we're creating campaigns and we're doing a lot, it's easy to overlook the creative of your ad mainly because it's one of the last things that you're going to be doing. Here's a couple of things to keep in mind when it gets to the creative of your campaigns. The first question to ask yourself is, is what you're offering clear? To the person seeing your ad can quickly identify what you're selling and what you're offering. You don't feel as though it is clear, then you're really going to want to consider how you can make that more compelling. The second thing that you're going to want to do is think about the features and benefits of your product or service. What are the key things that make your product or service stand out from your competitors and make sure they are included in your ad in one way or another. The third thing that you're going to want to do is consider the messaging of your competitors. If you can, there is no harm in analyzing your competitors to see what offers they use and also what kind of messaging they use to entice people. If you overlook your offering and you don't consider it enough and you don't give it the attention it deserves, it's likely going to hurt the performance of your campaign. I can't stress the importance of how important the creative of your ad actually is. It is the most important part above all else. Yes, it might be the last thing that you do, but by no means is it last when it comes to importance. That is tip number three. 16. Bonus #4 - Focus on The Metrics That Matter: Okay. So tip number four is focused on metrics that matter. When you're getting started with Facebook ads and you're trying to benchmark your performance, it's very, very easy to fall into the trap of benchmarking your performance based on vanity metrics, such as comments, likes, shares. These things don't matter, and they do not contribute as much as you might think to the performance of your campaign. Which is why I'm sharing with you now three soft stat metrics that I highly advise you pay attention to on your campaign. I'm also going to show you where you can find them on Ads Manager. So the first one we have here is CPM, which is cost per 1,000 impressions. Your CPM will fluctuate depending on what you're targeting, but this basically dictates the cost of your entire campaign. If your CPM is too high, I, if you're paying ten pounds or $10 just to reach 100 people, then there's something wrong there. A good CPM, in my opinion, is anything below ten pounds. This will vary a lot depending on the location you're in and depending on what industry you're in, and the CPM is often influenced heavily by competitiveness. So please bear that in mind when you're analyzing your CPM. Second thing we have here is cost per click. How much does it cost for you to get a click? Much like CPM, your CPC will vary a lot depending on what industry you're in and who you're targeting. But here's a couple of things to keep in mind when it comes to analyzing your CPC. If you're advertising for B to B business to business, it's likely that your cost per click is going to be higher because there's less of the people on Facebook that will actually be interested in your offer. You'd b2c if your business to consumer, then there's obviously going to be much more consumers than there are businesses, and it's much more likely your cost per click will be lower. Please keep that in mind. The third thing that we have you is your click through rate. If your ad reaches 1,000 people, how many people actually click through to your landing page, regardless of what industry you're in or where you are, you should be aiming for a click through rate anywhere 3-5% or higher. The higher the clickthrough rate, the better it's going to be. For instance, if your ad reaches 1,000 people and only 0.5% of the people who saw it clicks through it to your landing page, and that's not very good. If your ad reaches 1,000 people and 5% of them click through to your Landon page, that is quite a significant difference. That's something to keep in mind. The fourth metric I've got here that I think is probably the most important out of everything I've just mentioned is sales, is it translating into more business for your company. That is the most important metric of all. If it's not generating sales and it's not generating business, then it doesn't matter how good you click rate or cost per click are because it's not moving the needle in the way that you want to, and there could be a number of reasons why that is the case. Now, if you want to see the CPM collect the rate and cost per click on ads manager, what you have to do As go to ads manager, go to columns up the top right here, click on it, and then go down to performance and clicks. This will open up a bunch of new columns for you to analyze the performance of your campaign. For instance, we can see now we can see cost per result. But if we scroll along a little bit, we can see CPM here, then we can see cosper click and then we can see click through rate. You won't see them if you just have a standard performance view as your default, so you have to click to performance and click. That's why I would advise. That is tip number four. Let's move on to the next one. 17. Bonus #5 - Follow Your Creativity: Okay. The last tip I have for you here is to follow your creativity. You might be thinking, well, that's not very useful or that's not as in depth as what some of the other tips or lessons have been. The truth is it's not meant to be. One of the problems that a lot of people face when they're advertising on platforms like Facebook is that they can seem highly technical, for the most part, they are, they require a lot of technical knowledge to use, and it requires a lot of knowledge to get right. If you're watching this as a person who doesn't consider themselves to be tech savvy, it might seem slightly overwhelming and you might get so hung up on this technical stuff that you forget about being creative and creating something that is genuinely unique. When Facebook's advertising platform launched It allowed anyone with money, basically to run ads on Facebook if they wanted to. Before the likes of Facebook and Google advertising, someone had to go directly through an agency to have ads published in big media publications. The likes of Facebook and Google changed that. It made it easier for anyone to create ads and publish them if they wanted. The problem with that is it's driven the quality of ads down overall in the industry. You're likely to see ads are much more annoying than before. Likely to see ads that aren't really useful and aren't really creative at all. The last thing I want you to think when leaving this class is that it doesn't require effort and that it doesn't require thinking differently and being creative because if you can be creative. If you can create a campaign that is genuinely unique, that is genuinely useful and actually means something to the people that it's intended for, then that is going to put you at a massive advantage over your competitors. That is really what I want to leave this course on. Because ultimately what we're trying to do as business owners as entrepreneurs as marketers. What we're really trying to do if we do it properly is make a difference. We're trying to attract customers in a genuine way that isn't overly salesy, that isn't malicious, that isn't deceptive, we're trying to do honestly, and we're trying to do it with a creative flair that is different from our competitors. That is one of the things I think is most important to take away from this course than anything else, follow your creativity and don't be scared of trying out new things and experimenting. Thank you. That wraps up this course. Let's move on to the conclusion because I have something special to share with you there. 18. Conclusion: What's Next?: Okay, so that brings us to the end of this beginners class to Facebook advertising. I really, really hope you found it helpful, and I hope you can now go out and create effective and compelling Facebook ads for your business. And like I said at the beginning of this class, I've left a resource below with links to relevant resources so you can stay up to date with what's happening in the Facebook advertising. W because the truth is this stuff changes all the time, and you're going to want to do everything you can to stay on top of it and stay up to date with what's happening in the industry. And if you remember at the beginning of this class, I said I had something special to share with you at the end. Well, iras. Outside of the courses we create and publish on Skillshare. We also have ambo Academy, which is our online platform where you can learn digital marketing, improve your skills, and connect with like minded individuals who are also in a similar situation to yourself. You'll get access to hundreds of hours of trainings and be part of a community of business owners just like yourself who are facing similar problems on a day to day basis. There are also multiple live calls per week from myself and the people who work in ambo media. So you're constantly getting up to date information on a broad range of topics, including website design, SEO, PPC advertising, social media marketing, e mail marketing chat box and much more. So I'd highly encourage you to check out the link of left below and get started with Ambu Academy today. And if you want to check out any of the other classes we have on Skillshare, I'd encourage you just to hit the follow button above this video and check out a profile to learn more. But it's been a pleasure teaching this class, and I look really forward to seeing you in the next one. So thank you and I will talk to you soon. Thank you.