The Complete Meta Ads Course: Setup, Strategy & Creative Frameworks (After Andromeda Update)

1. Welcome to the Class: Wanted to learn Meta Ads and actually see how big agencies are running them. Not the stuff you find on YouTube tutorials, real systems and frameworks. The systems and frameworks that scaled brands to million dollar a month in revenue. Hey, I'm Jim. In my time as a head of strategy at first page global digital marketing agency, I've developed different scaling strategies for eCommerce brands and service based businesses. In my decade of experience, I've managed $200 million spent and work directly with brands like BIC, Candela, FrassPperty, Judo Bank, Losu and New Balance. I've also worked with six different digital marketing agencies in Australia and had a chance to run Meta Ads for different brands. This course takes you behind the curtain. We will start with the foundations, understanding the Meta Ads algorithm and the ecosystem. Then we will go step by step from Business Manager setup, Meta Pixel or dataset tracking and the campaign structure. There we will cover audiences, retargeting and how the new learning phase actually impacts our performance after the big Andromeda update. You will also learn different creative frameworks from static to video ads and learn the optimal testing strategies that will scale your ads profitably. By the end of this course, you will learn how to build meta ad campaigns like professionals. Clear, controlled, and most importantly, profitable. There's no such a thing as a bad product or a bad service. There's unclear testing and bad Meta Ads management. Whether you're just starting already running ads for your own products or you're managing big budgets for your big clients. This course will help you think, build, and scale like a professional digital marketer. So if you're ready, let's get started. 2. What is Meta Ads?: What is meta Ads? Let's start from the beginning. Meta Ads is a paid advertising platform that allows businesses to reach millions and billions of people, depending on the country that you offer your services or products in. We can show our ads on Facebook, just like this. We can show our ads on Instagram, just like this. We can show our ads on messenger just like this. Or we can show our ads on the audience network. These are metas partner websites just like this. So when people talk about Facebook ads, do not think your ads will only appear on Facebook or when you talk about Instagram ads, do not think that your ads will only appear on Instagram. It is called meta Ads, and meta Ads will use this whole ecosystem, as we talked about, Facebook Instagram Messenger and Audience Network to show your ads to get as many sales and leads possible. Why do we use meta Ads? Meta ads, by far, the smartest algorithm out there. Why? Because it is the oldest when it comes to advertising, and they have a lot of data so they can understand where your ads are going to converge, make the sale, and use that machine learning to show your ads to those people who have the most likelihood to buy what you're selling. So what is meta ads, different than your classic organic posting. So a lot of people confuse this. Social media, when it comes to posting organically on Instagram, posting organically on Facebook, that is organic, and you cannot control how many people see your ads, who sees your ads. But if you run advertisements, meta ads, you can control which age bracket sees your ads, what demographic sees your ads, what interests sees your ads. Or what radius in terms of location sees your ads, or you can only show your ads to people who visited your website, right? You can control everything. We're going to cover that as well. But when you post organically, you do not have that control at all, you're going to leave it to metas organic algorithm, which is totally different than paid algorithm. So we have more control and which is more scalable, right? If you have a business based on just posting organically, you don't have a lot of control. The next day, your posts might get ten views, 200 views, and you cannot build the business around that, right? But if you can control how much you spend on Facebook advertising, you pay money to Facebook to show your ads to people. That's how the Facebook ads or Meta Ads algorithm works. You can predict how many sales you're going to get based on looking at the previous numbers, so you can have a sustainable business using meta advertising. So I hope this brief was clear, and let's jump into the next section. 3. Meta Ads Ecosystem: Everybody, how are you doing? Let's jump in, and my cat is joining us in this section. So we're looking at the meta Ads ecosystem. So we briefly covered where the ads appear, right? So let's deep dive into this. So our ads can appear on Facebook, and this is just a screenshot, just an example to give you some idea. So this is a desktop view, right? And you can see on the right hand corner, have these right column ads. You can also when you log into your Facebook app from your mobile phone, you will be able to see this as well as is on your feed. This is also called as feed ads. So this is not it, guys. We have the marketplace ads. You can see when I'm still on the desktop in this section. When you log into your desktop, if you look at the marketplace, you can see this is a sponsored post, so your ads can still appear on the marketplace as well. So if you move on, if you log into your Facebook app and you can see the ads here as a story or a real format. This is also quite common. And we have Instagram. Instagram ads are super similar to. I mean, the placement we're talking about. This is all in the ecosystem of meta advertising. We can see we have a real placement over here, and on next to it, we have a story ad placement. So you're watching people's stories on your Instagram, the ads might appear on the feed as well, I'm scrolling down on my feet one my friends posted, whatever the case may be I see an ad here. Also, you can see on the Explore page here, right, we can see one ad appear right here, right? So there is a lot of places your ads can appear. Let's move on. We have the messenger ads, as well. So these are not separate advertising platforms. This is all under the meta Ads ecosystem. And I said there's ways that you can control where you manage your ads to appear. I will show everything about that. But I am not a huge fan just to start from the beginning. Of specifically telling meta to place ads on a certain placement, because that usually drops the performance. So we let Meta to place the ads where they think it is most likely to converge because meta is extremely smart when it comes to the algorithm. And when you let the algorithm decide, they're not going to place 90% of your ads on the messenger and maybe 1% on Instagram and 8% on Facebook. That doesn't happen. 90% of your ad placement or of your budget will be on Facebook and Instagram, and the rest two to five per to 10% will be on Messenger and audience network, which is apps and other sites Meta is partnering with. So you don't have to worry about that overall. And the messenger and the audience network usually takes a minuscule amount when it comes to having the ads being placed. So we can see it will appear here, the messenger ads, and then once you click on it, you can see on the right hand corner, it will appear like that. And also, we have the Audience Network. Meta is partnering with hundreds of thousands of apps and sites. So your ads might appear there, just like this example as we can see. Or on the right hand side, we can see one more example. You can see, people can click and go to your website. Again, you don't have to worry about this a lot, but if you're managing Facebook ads, meta ads for your client, and they say, I only exclusively want my ads to appear on Facebook, for instance, not Instagram, not any other sites, you can specifically choose that. I will show you how to do it. But honest suggestion, you shouldn't worry about that. So this is the whole ecosystem that sits under meta ads. So when people talk about Instagram ads or just Facebook ads, they all sit under meta advertising. So I hope this was clear. Let's jump into the next 4. Meta Ads Funnels: Guys, we are now covering meta advertising funnel. So what is this funnel? We're going to be talking about this funnel a lot in the upcoming sections. So you are going to have some questions when I mention it. So I'm just going to cover what this funnel is and what each stage of the funnel really entails. So you're not going to have any questions when we come to those sections. So everybody talks about a funnel, advertising funnel, but we also have a funnel in meta. What is this funnel, right? So we have a classic funnel. What is that funnel? So we have tapon TOF. So if people refer to this in the advertising world, in the agency world, you're going to see this a lot. Or if you watch a Facebook at tutorial video about something else, people are going to be talking about TOF, MOF, which is middle of funnel and BO F, which is Bofu. They call it Bfu MfuTfu as well. But that basically means top of funnel. Middle of funnel and bottom of funnel. So let's talk about what each means. So top of funnel usually refers to cold audiences. What does that mean? Cold audience. Basically, you know where you used to play a game when a person you're searching for a person or searching for an item. When you get close to that item, it becomes warm and hot. But if you're away from it, you are cold. This is exactly the same thing. So if a person haven't heard of your brand yet, that person is a culed audience, right? They haven't heard of your brand before, and it is the first time they're seeing your ads on Facebook or Instagram or Messenger or Audience Network, right? So that is the first time. They haven't heard of you before. They don't know what you offer. So they basically a top of final audience. They haven't heard of you before, and that audience is called. So basically, that is all you need to know about this stage of this funnel, right? So that is also called as people don't know you yet. They need to be aware of your brand and product. Then we have middle of funnel. So you're getting close to it, right? Instead of when you think about that game, getting close, warm, warm, warm, people use the club in that game. And when you're getting close to that, meaning that audience becomes warm that middle of funnel consists of people that kind of know what you have to offer, that kind of know what that product basically helps with. They kind of know they are aware of your brands, but they're not about to buy. They're not ready to buy it, right? So an example, they maybe follow you on Instagram. They know you exist, right? But they're not ready to buy yet. Maybe seen your ads before. They are introduced to your brand and product in the service, but they are not ready to buy yet, right? They may have visited your website before, but they're not ready to buy yet, right? They haven't added the cards. They haven't checked out yet, right? They're not in a stage of buying. They may be watched a video of your Facebook ad till the end, but they haven't visited your website. This is basically a warm audience. What is a hot audience? That's hot, you know, like, you'll play that game. They clap, clap, clap. You're almost there finding that item. You're super close, and that is basically hot. So that person is about to buy. They edit to cards, but maybe something came up. Their mom called, their you know, spouse called or you know, they were driving. They said, You know what? I'm going to do it later. They forgot, right? They edit to cards, they forgot to buy. These people, they seen your ads many, many, many times, but they have a couple of objections, right? They're not sure about the pricing. They're not sure about the shipping rates, so on and so forth, and they didn't they didn't buy, basically. So, or that could be a person who bought, but you want to sell them again, right? That also counts as a t or a bottom of funnel audience. So they will buy eventually, right? So these audiences are easy to convert. So these are really, really, really easy to convert, low hanging fruits. So you have a retargeting ad, and you can convert those people easily. Converting means getting them to buy or if you have a digital marketing agency or a cleaning service getting their information, converting means that. So I hope this makes sense. A lot of people will refer to this when they are building their campaigns, top of funnel campaign, and middle of funnel campaign, and bottom of funnel campaign. But also I'm going to show how meta ads is evolving. So we don't necessarily need to focus on this a lot because Meta Ads algorithm is so smart nowadays. They basically you can set up one campaign, and meta targets all of the stages of the funnel automatically. So you don't have to break down everything in this example. So we also have one more final example. This was the classic funnel. You're going to see this final example everywhere, not just meta ads, not just Facebook ads. So we have an awareness funnel as well. This is my favorite type because it actually covers every single thing. You don't have to necessarily break down your campaigns or, you know, when we come to how we set up meta Ads campaigns, you don't have to break it down just like this, but it is good that you understand the stages of awareness, right? So we have an unaware stage, so they don't know what is your product or what you have. This person doesn't even know that this problem exists, right? Then this person is aware that problem exists. It could be, let's say, bolding, right? He starts bolding. He was 22-years-old. Now he's 30, he starts bolding. Now he's aware of that problem, right? And then that is a great stage where you actually start selling. So unaware, will be, let's say, 70% of the market, right? And then problem aware will be maybe 20% of the and then you're going to see some people about solution aware. So they know there are some ways that they can get a product, get something, you know, to revert their hair back, get their hair back. It could be a hair transplant. It could be a hair product. It could be some other product to cover up, you know, the topics like a powder form. So they know there are different solutions. And then you have your product. They know that your product solves their problem, which is basically easy, easy. Like, there are a lot of people in that, and you're competing against all the other products that person has. And then you have fully aware. So they know your product exists. They know the solution exists. They know the problem. They are fully aware. They know that you have a certain price point and your competitor has a certain price point. And that is easy to convert, right at this very and fully aware stage. So we can also think about when we're writing at Copy when we are creating ads. We have to be aware of this awareness funnel as well. So when we can have one campaign, and our full campaign can actually cover all stages of awareness. That happens a lot. But we don't have to break down. Oh, I want to have an unaware campaign, problem aware campaign, solution aware campaign. No, we don't have to do that. But it is just good for you to understand. This is a concept in marketing. So when we are designing creators, when we are writing Facebook ad copy, this will actually come up and we will have to actually think about which concept I'm writing this ad. Is my avatar aware that my solution exists, my service exists. It could be a marketing agency, right? Think about that, as well. And we're going to cover that, as well. Alright. These was basically two common funnels that you need to know. And in the upcoming sections, we're just going to cover how Meda's algorithm and auction system works, and then we're going to jump into the platform, see. 5. Understanding the Algorithm & Auction System: Right now it is really important thing that we are covering right. Now, it is the auction system and how the algorithm actually works in meta ads. So this is basically an auction system. What does that mean? So every time we want to show our ads in front of a person, or target customer, we get into an auction. And you know how auctions work, right? You go buy an antique or buy a house in certain countries, you say, I'm bidding $200,000. The other guy says, I'm bidding $300,000. But since this is a little bit different than Google Ads and actually buying a house, we usually don't control how much we're willing to bid on a certain auction, right? Because we mostly use it when it comes to the bid strategies, we're going to cover that. But we're going to use lowest cost bid strategy. When that's the case, most of the competitors are going to be using that as well, then how meta determines who is going to take that placement first, right? So you open your Facebook app and then you're scrolling, and everybody, if you are the target customer, is trying to get in front of that if you the first time, right? So that is the most valuable placement, right? When you first open your app, so how does that actually work? So the bid you offer, and most of you guys are going to use lowest cost, so you can ignore this one. And then the most important two, are going to be estimated action rate and the ad quality and realms. So what they all mean, let's cover them together. So estimated action rate is meta predicts if that click is going to convert or not. So what does that mean, right? A person, you, let's say, you're running ads, and then you're trying to get someone's information, let's say, you're doing a real estate listing, right? You run ads, Facebook ads, meta ads, and then person clicks on your ad, and then out of every hundred people that clicks on your ads, you convert, get three people's information. That is 3% conversion. But your competitor, let's say, every hundred people and he's in the same space, he converts 5%, right? Five people out of every hundred. So his estimated action rate will be higher because they are taking the desired action a little bit more. So meta will actually prioritize that guy, your competitor over you. And let's cover the ad quality. So we have signals like negative feedback, engagement rate, and user experience. So what they all mean. So if a person likes your ad, shares your ad, comments on your ad, these are all positive feedback for engagement, and that helps with the engagement rate as well. So if a person actually clicks on your ad, right clicks, and then reports your ad, that is a huge negative engagement. And if they scroll right past, it is a negative engagement and negative feedback as well. So even if the comment is negative, you want to get as many comments as possible, which is amazing, if you ask me. And then Meta will think, Okay, a lot of people are staying on the app because eventually Meta wants people to stay on the app or, you know, get you to take desired action. Right? If they're going to jump off the app, they want Meta wants people to actually converge and buy a product and be happy and buy again, right, eventually, or stay on the platform and basically watch as many ads as possible, what Meta wants. So that is also a good user experience, right? Or let's say a person clicks on your ad, goes to your website and bounces right back because you had a really click Baty. That is a bad user experience, and Meta doesn't like that as well. And they all everything that we covered impacts one key metric, which is cost per thousand impressions, which is called CPM. That means cost per meal. Mel is 1,000. So how much you're paying to show your ads 1,000 times. The lower that metric is the better, right? So if this is lower than your competitors, that is a good sign. Meta prioritizes your ads than your competitors. We're going to cover all the metrics. Don't worry if this is confusing. So meta is always prioritizing the user experience. So as we cover, Meta wants to keep people on the platform. And if meta shows a lot of bad ads and people go to the website and the conversion rate is below 1%. Nobody is completing the desired action. People will look at it and say, Well, the ads on meta, when I buy stuff on Meta, it is always bad quality, and, you know, it's unrelated stuff I see on meta ads. And people generally jump on to, you know, competitor websites like TikTok or, you know, AAT Snapchat, whatever the case may be, and they're not going to stay on Meta forever if they get, you know, scammed or go to irrelevant site, Son and so forth. So meta will always prioritize user experience. Keep that in mind. So how you can also help Meta while making money. So focus on better creatives, better creatives, good engagement, right? So Meta will prioritize. Less clickbait is really important and more engagement. So you win meta win. So this is how Meta prioritizes everything. Hope this makes sense, and I will see you in the next. 6. Compliance and Meta Advertising Policies: Everybody, we're going to cover Facebook advertising policies briefly. We're going to deep dive into this in the upcoming videos, but I just need to underline some of the important things before we actually go into platform and start running some meta ads. Alright, let's jump in. Alright, guys. So what are the compliances or advertising policies that we need to worry about? So first thing first, so before running ads, we have to understand this. After a while, before people understand these, they start running ads, and they have a lot of problems, and when they get into actually active campaigns, they start making some money, and their dicon get rejected or their Econ get disabled, their ads get rejected. They don't know why. And there's some easy answer to this, and we have to cover all of them briefly. And once we start running ads, there are some more specific nuances that we're going to cover. So we have prohibited content. This bracket, no matter what we do, these ads will get rejected. And this most likely will lead to your dicount being disabled. So if your dicount is disabled and you cannot recover that 880 days, that Ed count is gone forever. But we're going to cover that in a later module, but let's just cover what leads to automatic rejections. What are those prohibited content? So we have illegal products or services, which is pretty self explanatory, right? Then we have discriminatory practices, which is also self explanatory, adult content nudity and sexual services. I mean, that's pretty obvious. But then the fourth one is little interesting. Misinformation, deceptive or misleading claims. What does that mean? A lot of people fail here, right? Because the first three ones are really easy to identify, Oh, I'm not doing any of these. That's cool. Why is my ad rejected? So misinformation and deceptive or misleading claims. For instance, lose ten kilos in two days, right, make $100,000 in a month with this amazing blah, blah, course, right? So these type of time frames that you give are misleading claims. You're making misleading claims to people and giving them false hopes, even though it could be true, right? Even though it is true, maybe for your specific product or service, if you give that time frame on metas, they will reject your ad right away. And we have unsafe substances, drugs, tobacco, wapes, which could be pretty self explanatory, but a lot of people fail because even though they're not selling them directly, let's say you have a let's say, a restaurant, right? You have a restaurant and you're advertising your restaurant. And then in that ad in that meta ad, the video, there's a person briefly for a second, smoking a cigarette outside of your restaurant. If your video has that, your ad will still get rejected. If there's anybody wiping or smoking tobacco, your ads will get rejected. Then we have weapons, explosive, hazardous material, that is pretty self explanatory, multi level marketing, herbal life, and stuff like that. That is pretty self explanatory, as well. And payday loans, payslip advances, and bail bonds, those ones are like maybe 1% of you will be in that specific scenario, so you don't have to worry about that. Then we have restricted content. That is a little bit different than prohibited content. The difference is this leads to automatic rejections, but restricted content, you can still run ads, but you have to fill up a form. And where you're going to fill up that form on the right hand side, you can see business partner authorization. Google that and say meta ads, and you will see a page like this, and you will see each category, and they have their unique forms that you can fill. After you fill that up, Meta will review that, and they will give you the pass to run ads given in that given specific scenario, right? Let's say you are doing dating services. I'm pretty sure you've seen Bumble or Tinder ads on Meta or Facebook or Instagram, right? And they basically fill that form up. That form is basically asking you your business information and, you know, your business address. And then if you need a license, for instance, for alcohol, for pharmacies, you need a license to advertise, right? Those prescripted drugs, so on and so forth. And in cryptocurrency, as well, you need a specific license. For gambling, you've seen some gambling ads. Depending on your country, of course, there's going to be specific licenses, and you have to upload them there in that given specific format. And alcohol is the same thing, guys. If you don't take that action, like put fill up that form in this business partner authorization from meta Ads, and then you start running ads, they will reject your ads. Financial services, weight loss products, again, you have age restrictions. And for instance, for gambling, you have age gender restrictions. So they're going to take away some of the targeting abilities, but they will let you run ads. Then we have copy and creative rules. These are universal rules that you have to obey. These are extremely, extremely important. What are those? You should not use personal attributes. What do I mean by this? Avoid implying they are something or someone. What does that mean? So if you have a dating ads, dating app service, and you advertise by say join other, you know, transgender people. That implies the person you're speaking to is transgender. And Meta doesn't like that. If you say join other overweight people who, you know, date people overweight, right? So that implies that you are speaking to a person who is overweight. And Meta hates it, they will reject her as right away. Or, for instance, do you do you need money or struggling with debt? So if you say that, you are basically implying that person is broke and they are in debt. So if you say that, your ads will get rejected. There's other ways of saying this, right? Instead of speaking to them and implying their debt, you can say, This is a service that allows other transgender people meet as a dating. Or this is a service that helps people who struggle financially, right? So you have to change your wording a little bit. And no misleading claims. So we briefly cover that. What does that mean? Basically, you cannot guarantee anything, right? So lose ten kilos in one week. Maybe you managed to do it for your clients, but Meta thinks that is unrealistic and you are using a specific time frame. And Meta hates it, hates it, hates it. Don't do it, guys. And you do not say like, make $100,000 in a month, you should not say that. There was a client of mine that was selling training programs for people who are getting into a new industry, and the promise was get 100 K job, $100,000 plus salary job in, let's say, two months of completing this training. And since we were using that specific time frame, our ads got rejected. So we had to change the wording a little bit, right? Most people who enroll in this training get $100,000 plus jobs in three months. That is how you reworded. And no shocking or sensational content, you should avoid clickbait all times. You should not use clickbait at all, guys. That is critical, critical critical, and you should not use graphic imagery. So that counts as like, there's a blood in the ad or a person falling down, a car crash to gain attention in the first 3 seconds. Those are going to be shocking or sensational content, and they will be banned. Or fear mongering, as well. So, the world economy is collapsing. Invest in housing, real estate, blah, blah, blah. So that is sensational content and fear mongering, they will reject that. And you will think, Oh, I'm doing everything right, but you are not, actually. And now we have to respect the brand guidelines. What does that mean? Every placement that we're going to cover has their own specs, right? If you use a really, like, a banner style vertical ad in an Instagram story, the whole place will be empty in black. Facebook doesn't like that. So you have to respect their specs and create your creatives based on that. So these will lead to rejections. Hope that makes sense. And say your ad is rejected, what can you do? In IMa Ads Manager, once we come to that, you will see that you have the ability to appeal. After you appeal, it will be an automatic auto and once you appeal, a person will review that manually, right? The first review is automatic all the time, and Meta can make mistakes there. And most of you guys, your ads are going to be rejected, and 99% of the time, it's not Meta's mistake. Everybody thinks, Oh, it's meta, you know, but they usually do not follow these rules and regulations. They do not comply with their policies. But meta also makes mistakes. And then once a person views it, Emanual human reviews it, and then they will lift that rejection. And if an ad is disapproved, you can appeal that again within the ads manager has be covered. And that's why we want to have multiple creatives running at the same time if a couple of them gets rejected. In the meantime, you still have some ads running, so you minimize the downtime. So I hope this makes sense, guys, and I will see you in the next one. 7. Business Manager Creation settings: Guys, first thing first, what we're going to do is type in create Business Manager. This is the part where we create our business manager. Business Manager is the governing body of all the assets that we are going to have, and I will explain everything here in a minute. So we're going to click on the first result after we type in create Business Manager. You can see it is asking us Business Meta Business Suite. So a Meta Business suite also sits under business manager, but it is not the same thing. We're going to say start now, and you can see they will ask you to log in with your Facebook address, right, with your classic Facebook profile. So I already have a Facebook profile, a mock one that I don't have any business manager inside this one. So you can see it is just pushing me to an ads manager. That is all good. I'm just accepting everything, and this just threw me in to an ads manager. You can see this is a brand new ad account, and on the left hand side, we have account overview. We have campaigns. We have ads report. Audiences, billing and payment, advertising settings, events manager, and all tools. So you will go on the left hand side to campaigns, and this is the ads manager where you run your meta ads. But the thing that we wanted is to go to the business manager, right? So this ads manager sits under the business manager. To do that, on the left hand side, we're going to come to the all tools here. Click on this, and you can see we have the business settings. Click on the business settings, and this will take us back to our business portfolio, being the business manager so it is asking us, Let's create the business manager. Now you can name your business manager name. So this will be your business manager name, test test. Okay, since I just created this Facebook profile, you are not able to create an account, and I will just jump into an existing business manager where I have my Facebook profile already sitting for years. And if you just create a Facebook profile, to attach a business manager, you've faced this problem and at least to create a business manager. It is just a security reason, guys. Just think about it. They don't want people to create a lot of profiles brand new to create business managers. They want a security. They want a person who is already existing, have a profile on Facebook. That person can create manager. You just need a couple of hours if your profile, personal profile is brand new. But if it's not new, you won't have that issue, and I will show you what you will see. Alright, once you feel your information, this is the screen that you will see. Again, they always constantly change it. Depending on when you watch this video, you might see a different. But overall, you will have a business info on the top left hand side. This is business settings. And we have users, under users, we have people, partner and systems. Underneath that, we have the ad account details. You have the pages underneath that. You can create an Ad account here. We have app and Instagram accounts. Then we have data sources. This is where basically the pixel stays. If you don't know what it is, don't worry about it. I will explain everything. Then we have requests, brand, safety, and suitability. Then we have the integrations, then you have B payments which we're going to cover. Then we have meta verified, Security Center, and many more settings which we're going to cover. Guys, this is important. When you create, fill up the information in, you will need to edit your business details here. So you will have a business portfolio ID, right? This is the business portfolio ID that you are going to have for your business setting. So underneath that, you can create many pages. You can create many d account a. So what I want you to do here, come down and here on the business verification status, I want you to verify your business here. Click. And here I want you to set up two factor authentication. For people who get into your account, they need to verify and two factor authenticate. They are going to force you eventually to create the two factor authentication. It is good that you do it here now. So you're going to come everyone here, and then you need to download an authenticator app, and people will be able to two factor authenticate easily. And we will go back to business information here on the left hand side. After that, come to users here, and you will see people and on the people level, you can add other people, your employees or your managers who you want to work on this account or your business managers, right? Let's say you create an agency and you can add other people who you want to work on this business manager account. How are you going to do that? Click on Invite People, and you can enter their email address here. After you add an email address, you are going to give access to that person. Let's enter a random email address here. Let's say this is a random email address, and we are going to say, yes, I want to give access to this person, a temporary access. Let's or if you don't want to give temporary access, this will be a forever access. So let's say a person is going to you're going to give access to a person, which is going to be temporary. You can say, and I want to give access to this person until 18th of September, let's. You can do that, right? Let's say we're going to say next, and you are going to give access to this person a basic access, and you can say next. You can say, You know what? I'm just going to give forever access to this person, say yes. And then once you say forever access, you can upgrade their access to full control, for instance. This full control is important. I don't suggest you give full control to your employees, and you can look at other options as well. So, for instance, you can give Finance option, they can see full transactions, invoices, which is important information you should not share with anybody, right? And then you can say, You know what? I don't want to give him full access. Let's just basic access, S next, and you're going to select the you are going to select the assets that you want to give this person to work on. Let's say I only have a Facebook page under here, and I'm going to say, I just want to give this person a page access. After you say confirm selection, now you are going to give what type of access that is. So if you select content, this person will be able to create content at or delete stories. Community activity, they can respond to specific comments. Message and calls is important. They can respond to messages that are coming to and ads is basically creating ads or boosting posts, managing partnership, and insights is people can see how the ads or content perform. Partial access is specific access that you can give this person content community ads, but you're not giving full access. If it is a person who is going to manage everything on your Facebook page or icount, you want to give everything access. Then you're going to click Next, and this invitation will be sent to their email address. Let's just X out of this. And we are going to have partners. Partner Access is important. Once you start having clients, you will add the partners of, let's say, another business. They have their ads manager, and this is your business, and you are going to request a partner Access. How this is going to happen is you're going to say ad and you have two options. Ask a partner to assign you their assets or give a partner access to your assets. So if you are going to be the agency managing other people's ad accounts, you don't want to do this. Give a partner access to your assets, right? We don't want them to have access to our assets. We want to have access to their ads manager, so we can manage their ads, right? Then we're going to click on this. And here, we're going to say get started. And now we're going to enter their correct email address and business portfolio ID. And they're going to ask, What is the partnership role? Your brands or your business role is going to be media agency, and your partner's role will be brand or business. Once you say next, and we're going to have the permissions, and then the permissions will be we want everything or adds access, and that will be sent to them. And they will be able to see that request under here. So on the requests section, you can see. So this is partner, and we're not going to worry about the system users. And now under the accounts here on the left hand side, we have pages. Pages are Instagram pages, Facebook pages that you can see or add more pages as well. You don't have to have just one. You can add multiple here. I only have one Facebook page and connect it with an Instagram page here. You can add more by clicking to add. You can say add an existing Facebook page, which is, let's say you already have an existing Facebook page, or you can say, You know what? I want to create a brand new Facebook page. You can do that. And you can have that sit under this business manager, right? And then we have the Ad accounts. Ed accounts is really important. You can see, I do not have an Ad account sitting under this business portfolio. We need to create an Ad account to be able to run ads, right? We previously created an Ad account which you navigated from here. But in this business manager, I don't have one. You can create another one, but you already created since we navigate it to our business manager like that. So you will be able to see your Ed account here. If you want to create another one, you can just click here. I'm just going to create another one here, create another Ed account. And this is going to be important. Since you create it as we navigate it to business manager, you don't have to do it. But I just want to name this, let's say, Jim Ad account. And time zone is important because you won't be able to change this later on. This is set, and I want to make it Australian dollars, say next, and usage is going to be for my business, not for clients account and say next. And yes, so you can see it is asking me. This Account will be sitting under this business manager. So as we guys created previously, this is another Account since the other So in the beginning of this video, as you guys remember, we created navigated with a brand new Facebook profile. So you are going to have your Adcount sitting under this already, and I'm just going to agree and create Etico. Perfect. And once we do that, guys, we created our atico. So if you already have an diccount sitting here, that is all good. You don't have to create another one. What you want to do if you want to run ads here, you're just going to click on Open in Ads Manager. But as you guys can see, I don't have clickable access here. What I need to do I have to assign a person to each asset. So that might be confusing for some people, what I want to do, click on assigned people. For each asset, I am going to assign a person here. This is my Facebook profile. And I'm going to say manage d accounts, assign people. Bam, now I assigned myself, basically, right? Cool. All right. So once you add people here, once you refresh this page, you will be able to click Open in Ads Manager. As we click on this, we will be redirected to our ads manager. So every time you come to your ads manager and you want to go back to your business profile, which is business manager, you're going to click on this three A tools Burger icon. Click on this, and you will have business settings, this gear icon. You can click on this, and this will take you back. Alright, now we are back to our business manager. We were at the AD accounts. We created the AD accounts, and I blurred it here, but you will have an Ataccount ID under your name here. That AD account ID is important. When you have a problem, something, your ads are rejected, you will need to reach out to Meta using this ID. So you will need to you don't need to memorize this ID, but that sits here. Every time you want to go to your ads manager, click on this. And if you want to assign a new person to manage your ads, you're going to go to people, and you're going to invite another person. After you invite that person, you're going to go to Ads accounts, and you're going to assign a person here, and that person needs to be managing that account if you need. So we have business asset groups underneath them. So we haven't created an asset group, which is bundled different assets. We don't need to worry about that for now. Then we have apps here. We don't have an app. If you have an app, you can add that here so you can run ads for your app. Then we have Instagram accounts. Then you have WhatsApp account. You don't need to create a WhatsApp account unless you are running ads through your Whatsapp to get people to contact you. We are going to cover that as well. Then we have data sources. We're going to cover the data sources in more detail. This is really, really important. Look at this. We have under the data sources, we have catalogs. If you are, let's say, an ecommerce business owner, you're going to need to have your catalog, which will be connected through Shopify. Once you click here, you're going to create a new catalog, and it will basically you're going to say use an existing catalog here, and it will be connecting through your Shopify really, really easily. Then we have datasets and pixels. This is, guys, extremely important. We're going to cover what a pixel is, what a dataset is, which is basically the brain of your encon, right? That holds all the information that understands if a person is going to purchase from you or not. That has all the necessary information. So we're going to cover that later on. Then we have offline events. This is basically, let's say you have a brick and mortar shop that you don't run ads through, let's say you don't let's say you have a brick and mortar shop. People buy from you in store, and you can come here and add your offline events here. Then we have custom conversions. We're going to cover that later. Then we have shared audiences. We're going to cover that later as well. Then we have request. As I said, if a person you sent a request to a person, that will be here. And if another business wants to have access to your assets, they will send it here, and you will be able to see that here as well. You can see the send requests, N review, so on and so forth. So we covered overall settings, what is and is not important, and I will see you in the next. 8. What is Meta Pixel?: Everybody, in this section, we're going to be covering a really important subject. This is all going to be theory, so take your hands off the keyboard and just watch this and understand this. So what is meta Pixel, which is also known as datasets. They changed the name, and it is right now known as datasets, and you don't need to know which one is which. You can know it as datasets or pixels. So what is that? Think of it as a brain, and I'm going to explain it very thoroughly. So take your hands off the keyboard and just focus on what I'm showing you here. Let's move on. So Think of it like an invisible camera. What do I mean by this? Imagine you have a camera in your hand and then you can track what people are doing, right? So that invisible camera basically watches what people do. If they click a button, that invisible camera will track that. If they buy something, add something to carts, that invisible camera will see that. They fill up a forum, that invisible camera will see that. But just come to your website, and that invisible camera will see that. If you don't have that invisible camera, meta or Facebook ads or you won't be able to tell if that traffic is coming from meta ads. That's why that invisible camera is so, so, so important, right? So, so without that pixel, without that invisible camera, you are basically blind, right? Imagine you are flying a plane blindly. That is a suicide. So you won't know if your buyers are coming from Facebook Ads, right? Let's say you are also doing organic social media and you are making some sales, and then you introduce meta ads, and then you don't know if they're coming from organic or meta. You have no clue if you have a shop. If you have a let's say, lead generation like a form on your website and you get inquiries, and you have no idea if they're coming from organic or meta. Maybe 100% of them are coming from meta ads and 0% from organic, that it is a great idea to increase your meta ads budget. But if that is vice versa, if meta ads are doing nothing, everything is coming from social media, there is really no need to run meta ads, right? So for you to make that strategic decision, the pixel is so important. You will also be able to tell which ad is bringing that sale. Let's say you have two videos, one single image, just a static ad you designed, and then you don't know which one is bringing the sale, right? And you go into your Photoshop or Canva, you design more ads just like the staticad, but you don't know because maybe the video ad is driving that sale. Maybe a video that you are shooting, you know, how you package up your products are driving the sale. You don't know, right? So, also, on top of that, you can train meta to bring more of the buyers, right? Because that is not only for you, it is also for meta. Imagine meta is a machine learning behind Meta, there is a machine learning algorithm. So that algorithm will be able to understand, Okay, that person is a buyer. I will try to find more just like that person, 25-years-old, let's say, goes to UNI, planning to do his monsters, watches Netflix, loves action movies, kind of stuff. So Meta understands creates a profile and finds more people like that, right? If you don't have that pixel, even if Meta is bringing you sales, Meta has no idea, right? It was just Meta is also working blindly. So so what are we going to do with this information? So let's think about this. This invisible camera is that pixel. And we want to put that pixel or dataset, whatever you want to call it into your website. And there's really simple integrations, and it is completely free. You don't have to pay for anything. If you have an ecommerce website, let's say, Shopify, WooCommerce, whatever it is, there are pretty much free plugins that you use to automatically install them. But if you have a lead generation website, we might need to work a little bit. I will show you how to do that, but you have to put that code into your website. So once you put that code into your website, you start observing your customer's action. And you know this, and also meta knows this, right? That is also so, so, so important. So if you have two identical d accounts, one with the pixel, one without the pixel, and you're spending, let's say, to $10,000 a month in both of them, and you have the same exact creatives, images, videos, same exact ads, and the one with the pixel is going to drive more sales because there's the algorithm learning, not just you, right? So that is learning. So what ends up happening is you will show your ads to more people who are more likely to buy. That is not you specifically doing. Also, you can do that as well. Like you see certain ads are bringing more sales. You design more of those ads. Plus meta algorithm, we're trying to find more people like that. And also, again, as we cover this, which ads are bringing the sale, which ad copy is bringing the sale, which targeting is bringing the sale. Also, there's a little more advanced setting that we're going to cover with advanced way off running Facebook ads, creating lookalike audiences. You can create lookalike audiences based on, let's say, you tell meta that is super easy to do. I will show you as well. When we move along in this course, you will say to Meta. Look, Meta, I want you to find people who are just like my buyers, past buyers in the hundred and 80 days. Just go and find people like that. You tell that to Ma, a Meta is able to do that because you have that dataset and the pixel inside. So that is the pixel. And I will show you in the next modules how to put that code into your website so you can integrate freely easily without a problem. Alright, hope this made sense. I will see you in the next one. 9. Lead Generation Meta Pixel Tracking: Hey, everybody. I'm glad you're tuning in to this section because we looked at the theory part. Now it's time to actually jump in and set up our pixel. The first example is going to be elite generation business. What is Elite generation business? Let's say you have a plumbing business, you are a marketing agency. You are a course creator that you get people's information then you contact them and then make the sale like that. Or maybe you lead nurture, meaning you get the information, email address and then send them emails over a certain period of time, so they get used to your brand, your messaging, your brand tone. So their likelihood of buying from you increases. So that's why we want to get their information, which is called lead generation. That's why we are going to track. This is a little bit simpler depending on the platform that you use, right? If you use we're going to look at Wordpress example, if you use a different like VIX, for instance, a different CMS or a different website builder, the setup might be different. It is hard for me to cover everything here. Again, also the platforms constantly change. So if this view is not like what you're seeing right now, the buttons and the settings are always at the similar places. So it is going to constantly change, and the course that you're watching is hours long, so it is hard for me to update them every single time they make a change in the platform. Right, now we are in the business manager. By now, you know how to navigate to here. You come to the settings here, and then on the left hand side, we have business information, right? So this is the business setting. So we usually come on the left hand side. You can see we went over the settings. We have users, people, partners. What I want to do come to data sources. Underneath that, we have catalogs, and this is the part that I want to worry about. Click on datasets and pixels. And now I want to create a dataset, or you can call it a pixel. I'm just going to click on this plus icon, and it will create a brand new pixel. So, right, we're going to keep the existing one as is. You can keep this ticked on. And I'm going to name this randomly. So I'm going to say James Media Pixel, James Media pixel. 2026, and let's just say create. Cool. So now, this is the name of my pixel, and nobody's going to see this or you can say dataset. We created this, right? So on the left hand side, you will see the data set and the pixel. Once you come in here, you will see that appear right underneath here. So, for instance, let's say you build an agency, you have a digital marketing agency, and this is your agency's business manager. You will have maybe 50 to 60 different datasets. So you want to name them properly. Otherwise, you come here and then you search for Jim's Media, and then Bam, you will see that specific. Of course, we have this here. That's why I did a show up call. Now we can see our pixel. So on the right hand side, you can see the name of the pixel, and I am blurring the ID here. So, you can see there isn't right underneath that, there's a series of numbers. That ID is important. Because you will be able to share that with people to give you access to your data sets. Again, we have to add ourselves here. Even though you own this, you still have to add yourself here, right? So now I'm adding myself and manage everything here. So if you have an employee, again, you want to add that person in as well. Now it is asking me to two factor authenticate, and I'm going to say, I'm going to receive the code, and I will put it in here. That is done. We edit ourselves. Now we want to go to this dataset or pixel, whichever you want to call it. So what we want, we want to actually go to this pixel by clicking here. So Events Manager. Now it is taking us to events manager, where we can actually set up this pixel. So as we covered, we are going to be given a piece of code what we're going to do is we're going to use that piece of code to put into your website. All right. So we're going to go down and we have two options. One is server site tracking, which is basically going through a server and bypassing the Cookie problem. So, you know, you can opt out of tracking if you are using an Apple phone. So if you are tracking with servers, you can still track what they are doing, basically. But if you are like, opting out of tracking one using an Apple phone, you can not see what they are doing if you're using browser activity. That is not going to make a huge difference because if you want to that is not going to make a huge difference. Let's say this server site tracking is tracking 100 purchases. This will maybe track 110 purchases or 90 purchases. So there will be a 10% discrepancy, not a huge amount. It is not going to matter a lot. And if you are a one person business or your client is spending $10,000. You need to worry about this. If your client is spending maybe $1 million a month, then you can think about, Okay, that's 10% makes a lot of money, then we can worry about that. But at this stage, do not worry about it. So setting them up, setting server side and setting the website through browser are two separate things. So for a server, let's say you have you built your website, custom built it, and you need a server. You need to rent a server. So after this section, we're going to do a Shopify integration if you're doing an ecommerce, if you have a store, Shopify already rents servers. So they have servers all around the world. So you don't have to rent anything. You can basically rent their service and it is for free. So if you're using Shopify, they automatically do the server site tracking with a click of a button. But if you are using, let's say, WIX or WordPress, doing the server site tracking will be a little bit more complicated. So that's why we're going to go with set meta Pixel. We're not going to do comersion API. We're going to click and it is asking for a partner integration. So you can do it with partner integration as well, but I will show you how to do it manually. So I'm going to say install code manually, and it is going to give me a piece of code that I will copy. So I'm just going to click Copy this piece of code. Now it is copied. And now I will go to my Wordpress site. Alright, now I'm in my WordPress dashboard. What I will do, guys, here, I will first go to Plug Is I will add a new plug in. I already have it, but I will show you what plug in you need to install. So you're going to type in Header and Footer. Alright, we typed in Header and Footer plugins. So if you're using a let's say, a specific landing page, you can download any of these guys. All of them works the same way, basically. You can install this one, this one, this one for free, and this is the one that I already installed. And on the left hand side, I can see this one appear here. I'm going to click on this called Snippets, and you can see I have header and footer here as a sub head. So you can see, click on this header and footer. So now I will be able to add that piece of code into my heather here. So that is basically asking me to add that piece of code into the head section of H page on my website. So as you guys can see, you can see this instruction, the meta pixel is a piece of code that you add to your website by copying the base code below and pasting it to the header section. So that's why we need to put that into the header section. So I have already Google Tag Manager tag here. You can track this via Google Tag Manager, but I will show you how to do it on just through the website. Now I pasted this, and I will save changes. Now, let's go back. Now let's go back to our events manager. It is now saved. I will go down, and you can see we are all good now. Going to say continue, and I will turn on automatic advanced matching. So we want to verify the customer information that we want to send. We want to send all of these information. You're not going to receive it, of course. You will just help the algorithm a little bit better. So we're going to say done. Now it is loading. So now the pixel is in the website. Now, it might take some time, guys. For the system to understand. You can see the data hasn't received any activity yet. Again, it says there could be 30 minutes, and sometimes guys, you might see two days, full 48 hours of delay. So do not worry about that. So once this is complete, we will be able to track a proper thank you page tracking, which is the easiest one. So we are here and what I will do it still haven't received the Pixel base code yet, but I will just set up the events because I'm 100% sure it is there in the website and a safety changes, and it will eventually fire the base code. Firing the base code means a person visits your site, and then the pixel starts basically observing what is going on on the website. But there's just a pixel there. So they don't know what type of events they should look after, they should track. That's what we're going to say, and that's why we're going to tell Meta to go after certain events. So I'm just going to scroll down on this page, and you will see the event activity. You can see it will show you what type of events being receiving. And since we only put the base code into our website, we will only see the page view. So the page view is basically your default event. It is being tracked by you just putting that code into your website. That's it. But for us to track more, let's say, a lead event, which is what I want to track because I have a lead generation lead magnet, basically. This is my website, and I want people to come here. And then the email is test@gmail.com. And then they put anything freelancer working at an agency. I have my own business, let's say, and I want them to actually download this, right? As they click on this, they will be redirected to a thank you page. So I will show you what goes on here. So as they click on this, the website actually redirects me to a different page. So you can see this is a thank you page. And in my URL, I have thank you here. So what I will do is basically use that thank you, grab that thank you, URL. And this page URL has a thank you slug. This one, you can see. What I will do, I will go back to my events manager. And I will click on set up events. Alright, guys, 20 minutes past, and now I can see my Meta pixel receiving events. How can I say this? If I scroll all the way down and you can see at the bottom, I have this page view event. This event basically tells us Meta pixel is in place, and it is receiving events perfectly fine. Now it is time to actually set up the events that I want to track. Because page view doesn't really tell much to meta, right? You can see, Okay, people isit the page. That's it. We want to track when people submit their information since this is for Lee generation. So how do we do that? First and foremost, we want to go up. And here we have setup events. We're going to click on this, and we want to click Set Up events. So it is loading the page, and it is asking you which page you want to set up the events. So you can use it via code, but I will show you an easier way. So I want to put the website URL here, and I will paste that website URL, and I will say add events here. Just make sure when you're doing this, you do not have an ad blocker on. If you have an ad blocker on when you're doing this event adding the events, it will block the events here. So on this page, I have an Ad blocker, and I will pause on this side. So I will now it will show up my events helper. So you can see on the left hand side, we have Meta Events setup tool. So you can basically track buttons. So you can say track a new button, and you can see I can track all these buttons specifically. When a person clicks on this button, I can track that. But when people click this button, they might not put all of their information in and then clicking the button, right? So it doesn't actually tells me if they download it or submitted correct information. For them to actually download this, they have to fill up all these steps, name, email, and select one thing. Otherwise, it is basically useless for me, right? So I will go back. I will out of this. Instead, since I have a thank you page, as I showed you, I want to track a URL. So I will click on this. And selecting an event will be the lead. So I'm going to be tracking the leads, but I don't want to track the leads coming to this page. I want to change this, and it will be basically thank forward slash, and it will be the forward slash. So you can see if this URL contains this they will be sending an event here. So you can see now it is not showing this up because we are not on this page, but I will just copy this. I will just out of it. I will put random information here. Okay, now I will say, I want my freebie. Let's put something here. I want my freebie. Now it will push me to the next page, and I can still do the tracking here. You can see my meta event setup tool taking me here. Now I want to track a URL here. This is going to be a lead event. And URL equals to I can either track this or if I'm taking people to, let's say, another page, maybe I have something else forwardslash. Thank you. For instance, I have one lead magnet, but if I want to track multiple lead magnets, I might have a different URL, right? That's why I don't want the URL is equal to this. I want the URL contains, and I will delete this front portion. If any of my URLs, people go to a URL that contains, thank you. This will fire elite events, and Meta will say, Okay, I now understand which type of people you want to go after, and I will find more of these people. So this is the value and currency. You can put that in if you know what elite is valued for your business. For instance, if you know for lead is worth $50 to my business. You can say, then, you know, choose value on this page or on this website URL, if there's a number, let's say, $50, it says, you can use that choose a value on this page. But since it doesn't have any value, I'm not going to do that. I will say confirm. And now I'm successfully tracking all the people that are coming to any page that ends with thank you or contains thank you, right? So I hope this makes sense, guys. So it is now all set up. I'm going to click Finish setup here, and I will say finish. And yes, it is good, yes, say, yes, yes, and submit. So we are done and dusted. That is how easy this is. And if you want to test, you can say test events, and we want to test if this is working fine with a website event, not a server because we didn't set it up with server. I'm going to click here. And I want to put that URL and test the event. So the information is there. I want to click I want my freebie. So now we land it on the thank you page, so people can click and download it perfectly fine. Let's go back and you can see we have Elite event. So events received and we have an elite event and just received today at 9:34. Perfectly fine. We can see our events is basically we can track people becoming a lead on our website. This was maybe a little bit complicated for some people, but that is the only way. I mean, you have to track it. You can do it through Google Tag Manager, but you have to understand Google Tag Manager as well. I might take a little bit more time. But that is it, basically. Now, if we go run meta ads, we will successfully be tracking leads, and meta will also understand who is more likely to put the information in on my website, and the algorithm will be way smarter. In the upcoming section, we will see how to do it through Shopify, which is way easier, because Shopify, they are doing through servers with a couple of clicks of a button, we will be able to basically track from purchases, add to carts, web content, all the possible scenarios, and we will also see the value of each purchase, meaning Did they buy a product worth of $50? Did they buy a product worth $100? We will be able to see all that. So I hope that was clear. I'll see you in the next one on the ecommerce tracking. 10. Campaign Adset Ad Hierarchy: But this is going to be a theoretical lecture, so take your hands off your keyboard and let's dive in. So we are going to look at the overall structure when it comes to meta. First thing first, we created a business manager together. You remember that in the previous lectures. So what we are going to look at what sits under that business manager and what sits under the atticu. So we looked at we have the business manager, right? We have pages. We can create pages, and we're going to look at creating a page for ultimate success. We looked at the pixel. We created the tracking. Now we are tracking our specific page views. If it's a lead generation, we're tracking that. If it's an ecommerce website, like, you know, you're doing your sales through Shopify, we are setting up the tracking via a pixel. We looked at that and we created an Adccount. We know what we have under the business manager to run as as an Account. Then we have catalogs. We haven't set up our catalogs yet, which is fine. We're going to look at that later. But I want to show you what is the structure under an Atccoun. So we looked at the Ed account, right? So we're going to go down under the Ed account, you have multiple campaigns. So this is campaign number one. And under each campaign, you don't have a limit. You can have hundreds of campaigns. Under each campaign, you are going to have assets. Assets are basically the things that govern your targeting, your location targeting, your interest targeting, your demographic targeting, your, let's say, job titles targeting, and you can set those specific things, and also you can set placements. Do you want to show your ads on specifically Instagram, specifically Facebook or audience networks? So you can set that up as well. Under each ad set, you're going to have multiple ads. On some cases, you can have up to 50, up to 60 different ads. So we have ad one at two, at three, at four, at five. You can go up to ten, 20, 50. As I said, you can have as many as you want. And then, let's say you are targeting specific business owners here, and you say, You know what? I'm targeting business owners, and I that business owner related ads, video ads, specific, you know, creatives for that, videos, stet cats, carousels, we're going to look at the creative types and styles. And then the second one, you have a different targeting. Let's say, here, you're targeting 18 to 35 young business owners. But here, you're targeting older business owners, and you have specific creatives for that, right? You are targeting maybe 50 plus older business owners, and you have a different video speaking to those specific people. And underneath that, you have, again, unlimited. You can have up to ten, maybe up to three, four, five. Depending on your budget, we're going to cover if you have a certain amount of budget, how many ads you should have underneath that. But I'm just showing you the stretch here. And if you are already familiar with that, you can skip this part. Then you have maybe your third aset. You don't necessarily need to have three here. This is just an example. And you are targeting those specific different audiences, for instance, we targeted business owners, and here you say, You know what? I'm not targeting business owners in this section. I'm targeting at interest, right? People who are interested in finance, New York Times, and then you have different creative sets for this targeting. And let's say this is one campaign and you're spending $100 a day. And then you have, let's say, a Black Friday sale going on, which is not going to last forever, right? Black Friday is only for a week maybe maximum. And for that, you have another campaign. And this is also sitting under your atticum. And this campaign, let's say, is going to run for a week, and you have multiple ad sets. As we covered, you have a different targeting here, different targeting, different targeting. And under each, you have different ads. It doesn't mean necessarily you need to have different ads for each asset. You can have exact same ads under separate assets. And you basically test different targetings and how they work in different scenarios. And let's say you have another campaign or you do your retargeting, right? This is just an example. And again, you don't necessarily have to have three campaigns. You can have just one campaign and make it work successfully well and one adset underneath them. I've seen many cases you have one campaign and one asset, just one broad targeting and have multiple ads, and Scale successfully increase your budget. Again, at this day and age where meta ads is heading towards, you don't need multiple campaigns. You don't need multiple assets. Maybe one campaign, you're targeting your basic photos and videos to people, and underneath that, you have multiple assets, and you have multiple ads. That is fine. You can do that. You don't need multiple campaigns. You only maybe have one adset underneath that targeting broad targeting. And the second ad said, we're doing re targeting. We're going to cover what a re targeting is targeting people who have seen your ads, who have visited your website, who follow you on in the SRAM or so on and so forth, who edit to cart your products, but haven't bought yet, right? We're targeting those people. And this is the campaign structure. And under the ads, you set your creative, you set your ad copy. You set your website and a lending page, you determine where those people are going to go when they click on your ads. So this is the whole structure. And on the campaign level, you don't have much options. You set the objective of the campaign. Basically, you say, is this a LA generation? Is this a sale campaign, or is this a traffic campaign, or is this awareness campaign, right? You set that, and they all give you separate specific settings under the assets after you set that up. So this is the whole structure, guys. So we looked at the business manager. Again, we set up the business manager where we have assets, who controls the business manager? We can add people to manage stuff underneath them. You can have multiple pages under one business manager. You can have multiple pixels under one business manager, multiple add accounts. They all might have different payment information there, and you can have multiple catalogs. And again, if you're running a lead generation business, you are a plumber, you're a marketing agency, you don't need to have a catalog. Catalog is only for ecommerce. Under one account, this is the overall structure. You're going to have a campaign here that is going to have a specific budget. Underneath that, of course, in the campaign, you're going to set your objective is this sale campaign, a lead generation campaign, or awareness campaign or a traffic campaign. You just want traffic to your side. Underneath that, you have assets. We covered it again. You do the targeting, demographic targeting, location targeting, you only want to target New York, for instance, or maybe you are just a coffee shop and you are setting a radius. You know what? People are most likely to travel maximum 5 kilometers to drink my coffee. Then you set that location targeting in the asset level. And let's say you have multiple locations. You are a franchise, you target around a certain radius in one aset around a certain radius. In the second AdSet for a different location, you do that on the third aset on a different location as well. And under each one, you have specific creatives for those specific locations, right? So again, we covered the ads. You don't have basically a limit. You have a limit, but you're not going to hit that up because you can have up to 50 ads and more per atset. And again, these creatives can be the same depending if you're targeting specifically different and you want to show different ads to those different people, you can set a different set of ads under each AdSet. And again, you can have multiple campaigns under each aticom. You can pause each ad campaign. You can pause each ad set. You don't have to run them simultaneously, but if you want, you can run them simultaneously. So overall, this is the structure that you are going to have under a business manager. And under the business manager, you're going to have an Ad account, and this will be the structured. This is the hierarchy that you need to know. And after everything that we do, will be basically based on that hierarchy. Hope that made sense, and I'll see you in the next. 11. Campaign Objectives: Everybody, in this section, we're going to be covering campaign objectives. Again, to get you familiarize with the platform, what we're going to do. We're in the business manager. We are going to navigate to accounts, under accounts, we have pages. Under that, we have ad accounts. And then you're going to come and click on the Open in Ads Manager to the account that you created. Click on this, and now you will be launched into the ads manager. So this is our ads manager. We have no campaign whatsoever here. They are going to ask us some information. So it is asking us, does your business focus on political stuff? We're going to say no, of course. And now before we launch it, they want one more verification. But we're going to cover that later on because the purpose of that video is campaign objectives. And now we are going to click on this green and now to create a campaign, we are going to click on this green icon. So we covered how the hierarchy works. We have the campaigns. We have the ad sets, and we have the ads. So it might look confusing, but I will cover the rest of the settings in a later module. So we're going to click on this Create icon here, and now you can see we have the campaign objectives. So these objectives are really, really important. So I do not want you to focus on the buying type because the buying type only matters if you want to run a reach and awareness campaign. And you don't want to focus on that because meta chooses people who are less likely to buy your stuff, who are less likely to become a lead, and that is good for certain cases which we might cover in the future. So, first and foremost, we have an awareness, right? What is an awareness? Awareness is that particular campaign will focus on showing your ads to people, more people, and showing ads to more people more frequently, depending on what you focus on in the adset level. So basically, meta is showing you what this campaign type is good for, what is objective good for. So you can see awareness campaign is good for reach, meaning you can reach more unique users. You have brand awareness. You might be saying, Jim, how can meta track brand awareness, right? Meta tracks the brand awareness. They don't track necessarily, but they estimate brand awareness with a metric called brand recall. Brand recall, they estimate it by saying, what is the likelihood of them remembering your brand if they're asked in the next following two days? Then we have the video view. So if you want to get people to watch your videos till the end and increase their brand awareness, via that, you can choose that as well. So is this a campaign type that I suggest not really? Unless unless once you start working with big brands, they're going to have certain marketing budgets. Say, I was working with BIC, a lighter company, and they came to us when I was working in the agency, they came to us and said, Look, this is going to be an awareness campaign because literally, they don't have an online store that people can buy their lighters, right? Bi is a lighter brand. And they shot a video with Snoop Dog and Martha Stewart. Everybody probably knows Snoop Dog here, but Martha Stewart was another famous person. So what ended up happening is so there is literally no place that you can online. Now maybe you all can order online and but they have multiple stores they work with, right? In every gas station, in every shopping mall, they have partnerships. So what the goal was basically increasing the awareness of the big letters. So they came to us and said, Look, our goal is awareness. We want you to come up with a campaign brief. So they told us specifically, we want awareness campaigns, and our KPI will be, you know, the key performance indicator. At the end, we're going to judge you with the brand recall as a metric, right? How is the brand recall? What is the cost of brand recall? And that was the goal of that campaign. So when the client comes to you and says that, you can run an awareness campaign. But other than that, you cannot really tangibly see the revenue coming into your business with a brand awareness campaign. Like, those people, those clients come to you and say that because they literally have to spend a certain amount per year. They have this marketing budget. They have to spend that amount. And they are literally not selling anything online, right? If that's the case, yes, you can consider awareness campaigns. But most of you guys, even if you are, let's say, a person that you not getting online bookings, let's say you are a coffee shop, right? A coffee shop doesn't get online bookings. Even if that's the case, I would still run an engagement campaign, right? That will be a better campaign type because Meda is going to choose and show your ads to people who are more likely to take a certain action. Engagement is still an action. So, this awareness campaign, again, I do not suggest to most of you unless you are working with big brands, you're not going to need an awareness campaign. What is a traffic campaign? Traffic campaign could be utilized in certain scenarios. Maybe you are going after a really top of funnel audience, but I still do not suggest a traffic campaign. Some clients might come to you and say, Jim, I want a traffic campaign. I want people to come to my side. But even that's the case, Meta will find people who are less likely to buy your stuff. So you have to keep that in mind. The hottest and the best campaign objective is going to be sales because meta is going to show your ads in that given interest pool, who are more likely to buy stuff online. Otherwise, if you go with traffic, yes, you're going to get cheaper traffic, but you're going to get less sales. So you can see Meta is saying, This is good for inklix if you want to get more inklicks, landing page reviews, that's why this could be a good top of funnel. We covered top of funnel. Is a cold audience in the beginning of this course. Instagram profile wisits, yes, that could be good. Messenger, Instagram and WhatsApp. So you send people to there and to get calls, right? If you have, let's say, dentist and the only way you take appointments is getting calls, yes, that could be one option. Then we have engagement. I really like engagement as a campaign objective. Why? Because if I want to get more post engagement on an existing video ad, and I pin that video ad on my profile, Instagram profile, and this is advanced strategy, we're going to cover that later on. But you get tons of likes, shares, comments under one post, which make you look like, Oh, this guy's going ir. And you can use that ad with all that social proof, all that people cheering you on, and then run it as an advertisement and as a sales campaign, meaning. Once you run it as a sales campaign, it will give you an extra, extra boost. So what this is good for it is good for messenger Instagram and WhatsApp. Get people to contact you there. It is good for video views, again, viewing the video till the end is a form of engagement. That post engagement, you know, liking, sharing, commenting, and conversions is good. You know, they take a certain action on your website, but not the best actions, and then calls. So if they're interested in, you know, booking a restaurant, dinner on the phone, they can call you, and you can run that. And that will be a little bit of a cheap campaign compared to a lead campaign. And again, do I suggest this depends on your goal. If your goal is to get a lot of Instagram or Facebook followers, let's say, yes, engagement campaign is a great campaign. You can do that with engagement campaigns. But other than that, if you want to get a lot of calls or leads, I do not suggest engagement campaign. Then we have the lead campaign objective. This is by far, my favorite if you want to get people's information. As we set up the lead generation to get people's information on our website, as you guys remember, that is basically the best sort of campaign objective. If you have a dentist, a chiropractor, a marketing agency, I mean, that is the best campaign objective that you can select. And once you select this, meta will give you a lead generation basically option that you don't even have to have a website. You just create a form on meta and actually run the ads there and get their information without taking them to your website. So you can take people to your website or the instant form, as I said, you don't have to take them to your website, either or we have the Instant forms, which is really good, and the cost per lead will be really, really low. Then we have messenger on Instagram. You don't have to take them there. You can take them to your Whatsapp. You can take them to your messenger. You can build the conversation. There there, you can get people to message you on a DM direct message. And then maybe you have a form like I have on my website on a lead magnet, and then you get people's information via conversion or you can still get a I mean, the quality will be higher on this campaign objective than the engagement campaign objective. Alright, let's move on to app promotion. It is really unique. That is only viable if you have an app guys. So app installs, yes, you will get the cost per app installs will be very, very cheap. I mean, less than $1, usually. And app events meaning you have to have a specifically different tracking. And once you have that tracking, you will be able to see what like, you can actually get meta to optimize towards getting people to buy a certain token in your app. Take a certain action in your app, but that will cost, of course, more than specifically getting app installs. Then we have sales. Sales is everything related to ecommerce, right? If you have an ecommerce store, that will be the best course of action, and Meta will try to find those people. Guys, sales and leads campaign objectives are going to be the most expensive in terms of cost per thousand impressions. We covered the calls per thousand impressions briefly in the previous videos. But if you do not remember that, it is basically how much meta charges you to show your ads to 1,000 people. The higher is the more expensive, the more competitive. So that is basically how you're charged here. If you're familiar with Google advertising, they charge you by clicks. But here, they charge you by impressions. Impressions, meaning if you see an ad for a split second, that is an impression, right? So thousand impressions, how much you pay for 1,000 impressions. That is basically that CP and they all charge you by that metric. And looking at this metric, you can see how competitive the environment is in meta Ads. So the awareness, you will have the cheapest CPM, like $1, $2 to show your ast hundred times. You will be like, Yeah, that is a bargain. But you know why that is not a bargain because those people are not going to take any action, right? Meta is basically shoving your ads to those, you know, with the garbage can of meta, right? They don't do anything. And then once you come to sales and leads, Meta knows their actions on, you know, once they click on Meta Ads and what they do on the website. They become a lead. They buy something, so on and so forth. And if that's the case, everybody is smart, so they are going to choose those campaign objectives, right? So a sale campaign objective will become more, more expensive. Your CPM sometimes go about ten. On lead, let's say you target business owners, you CPM, business owners over 50, 45, your CPM could go as high as 45. $50, right? So it depends on the competitiveness of that specific industry. Keep that in mind, please. And then the sales, it is good for normal conversion sales, catalog sales, which we haven't covered yet. Catalog, you're going to connect your product feed to basically meta from Shopify, and your catalog feed will be there. And Meta will choose pick and choose how to show your products. Then we have messenger Instagram Masa, which is not ideal. I never recommend it on a sales objective, but you can see, these are the objectives. So if you choose one objective and then go and basically start editing the campaign settings, you will be thrown into the campaign level. You can see, and you can still change your campaign objective by coming here. So you can see that campaign objective was sales. You know what? I changed my mind. I want to do sales. After you publish though, you won't be able to change your campaign objective. So you can see this is a campaign settings. Hope this was clear, guys. These are the campaign objectives, and I'll see you in 12. Campaign Level Settings: Everybody in this section, we're going to be looking at the campaign level settings. First and foremost, we're going to click on Create, and you can see we have the campaign objectives. So the main thing we have on here is the campaign objectives plus the buying type. Again, as I suggested, go with auction and do not choose reservation. I will briefly cover the differences between the auction and reservation. Auction is something that happens in real time, meaning, you go to buy a house, maybe, you want to buy an antique, something, right, antique ways, and you say, Oh, I'm willing to bid, you know, 500 your competitor comes and says, Oh, I'm willing to bid $600, the other person 700 SLT and then they sell it for 700 bucks, right? But here, if you do auction, that is real time, right? So your prices can increase or decrease. You cannot really predict. But if you say reservation, you basically reserve a give cost per thousand impressions as we covered what cost per thousand impressions is CPN. You're being charged by that metric. We're going to cover the metrics in the upcoming videos, but here, I want to cover that. So when you choose reservation, you are only going to have two options in terms of campaign objective. Number one is awareness. Number two is engagement. So when you select those, they will give you a certain number prediction. So let's say we select awareness, and then we say continue, you're not going to have the same settings when you do this, guys, and I do not suggest you a reservation type campaign. So look at this. I don't have many options here. And if I say next, I will have a certain number of impressions that are given to me on the right hand side on the at se level. You can see. So reservation estimates. So these estimates are not going to be given to you if you do auction based bidding. Again, I do not suggest you do this. I'm just showing you what a reservation type buying is. So this is only feasible if you are running a huge auction, like a huge campaign, let's a big company, Fortune 500 company comes in and they say, You know what, Jim, I want an average frequency. They want to see how many times a person will see our ads before they run the ads. If they want a specific estimation from you, then this option will be feasible because you can see before you run, you can see the budgets. If you spent $18,000, these are the numbers that you're going to get. You're going to reach to almost 3 million people. You're going to pay $2 for every 1,000 impressions, and you can see average frequency, like how many times a person will see those ads is three, and so on and so forth. So this is basic a overall a buying type, which I do not suggest. So let's go back and let's go with our classic buying type, which is auction. So auction is the good old buying type where you have all of the settings that are given to you, meaning, so let's select, click on this campaign objective, and let's change it to sales, right? Let's say we want to do a sales campaign, and most of you guys are going to be either want to try sell products or want to generate leads. And I usually suggest if you're running ads for your clients, 90% of the time, you should be using either leads or sales. So the other ones have their places. As I said, if you are running for a Big Fortune 500 company, they don't care about if you increase the sales or whatnot. They just want an awareness. They have that budget to spend, then you can use awareness, traffic, engagement, so on and so forth. So let's say we do sales, right? COP, we selected this. We are in the campaign level still. On the left hand side, you can see, this is the campaign level, new awareness campaign. Then here we are going to name our campaign. After this, I'm going to talk about naming conventions, but I'm not going to do that here, how to name your campaigns properly. So let's say you go work in an agency and then you say new campaign here, they will know you have no experience, right? So you don't name campaigns like this. There's usually a naming convention, and I will talk about that later on. So let's say we say test here, and I will go down sales campaign, yes. And if you say show more settings, you have a campaign spending limit. I do not usually set this. So this is usually a safety reasons. That means, basically, if I spend $1,000, pause everything, right, basically. We're not going to do that. We have Advantage plus catalog ads. Since we haven't connected our catalog yet, we're not going to have anything here, so do not worry about. Now we have the budget. Do we have a campaign budget or ATSAT budget? So previously, this was known as ABO and CBO, CBO means campaign budget optimization, ABO means atSAT budget optimization. So we're not going to focus on this too much because we are just looking at the settings. I will cover the differences, but I will just briefly touch on this. So when you say campaign budget, this will basically be whatever let's say you have five targeting underneath this campaign, five different assets. And this basically will distribute the budgets in those assets depending on the performance. So you're not going to spend equally in each asset. So if you do atsAT budget, though, you will set your budgets in the atsAt level. You can see this is the atset. This is the campaign, and this is the ad level, right? So campaign atseT if you do atset budget, you set your budget on the atset level, and you can say, I want to spend, you know, $10 a day on this audience. I want to spend $10 a day on this audience. I want to spend $10 a day on this audience. If you do that, that will make sense. I will talk about the common campaign structures. You can choose which one is for you as well. So this is basically it, guys. So in this section, let's say we want to do campaign budget here, and you set a daily budget. Let's say you can set a lifetime budget as well, but I usually suggest a daily budget, mean by the way, guys, the minimum budget I suggest should be $10. I'm talking about Australian dollars. If you're in US, it will be, you know, $8 or something, and it depends on wherever you are in terms of location. So you can also set lifetime. When do you set lifetime instead of a daily budget? If you set lifetime, it hurts the optimization a little bit. The reason I mean is, you will give a limited time for that campaign. Before it pauses, the campaign ends, you come in and extend the time like it ends. But usually, there are some use cases. For example, let's say there is a Black Friday campaign, and you are saying, You know what? I'm just going to run this campaign from, you know, 20th of November till 25 November, just five days, I'm going to spend $1,000. Then you should use lifetime budget. But unless you're doing that, you don't need to set a lifetime budget. Sets our daily budget is going to be 20, let's say, and then we have campaign bit strategy. So, guys, this bit strategy is the easiest one to understand because you don't have you shouldn't choose other bit strategies here. The one that we're going to use is the default one, highest volume one. I'm going to cover the other ones as well, but never use other ones. But it is super, super rare that you see a really experienced Facebook ad specialist using, you know, other bid options like BitCap, Cos per results goal, highest or the other ones, oASGal, right? In this case, most likely, 99% of the people will use highest volume, and it is the most effective. Let's say you scale to a certain point, and then you know what you want to optimize it even further, then you can look at choosing specific bit strategies. But we're going to go with highest volume. So we're going to come. We have show more settings. We have budget scheduling and ad scheduling. So these are two different things. By the way, if you don't know any of those meaning meanings of any stuff in your ads manager, just hover over that, you know, exclamation mark, the I, and it will give you the definition. So it calls for a result call, blah, blah, blah. You can see if you don't know what budget scheduling is, hover over this, and they will tell you what that is. So, basically, guys, budget scheduling is giving you the ability to increase your budget on certain times of the day. So let's click on this pencil icon, and you can see scheduled budget increases, and you can set an increase of your daily budget on certain days. So, for instance, let's say I want to have a budget increase. Let's say, I'm just going to run one campaign. But let's say tonight, let's say tonight and at, you know, let's say 10:00 P.M. Let's do Let's let's say 7:00 P.M. 7:00 P.M. To Tonight, again, let's say till 230, zero, cool. So in this time frame, it is like, seven, eight, nine, ten, 11. We have 4 hours to run this, and then we want to increase our daily budget by $5. Or you can say I'm willing to spend more here. I'm going to spend $20. So meta will aim to spend that extra 20 here. Or you can say increase daily budget by percentage, and you can increase your daily budget by a percentage. So let's give an example for this time frame. Let's say you have one big campaign and you don't want to create or separate or put a separate campaign, and you just want to have your campaign, but increase your budget on a certain time frame. Why? Because let's say you have a new product drop that is happening, and then you can use, You know what? I have a product drop. I want to increase the budget in that time frame when I have that can't do that in this time frame, right? Or you have, let's say, a brand new or grand opening or whatever. You can increase your budgets by, let's say, 300%, and after that, I don't want to spend anything else, right? So you can see Meta will aim to spend $80 if you increase it by 300%. So we're not going to do then we have at schedule. At scheduling is basically you adjust when you want to run your ads. Let's say you have a cleaning business and you only answer the phones on the workdays, Monday to Friday nine to five, and you can set that here by saying, You know what? I'm willing I only want to show my ads on given days of the week and certain hours, right? Hope this makes sense. We have the AB test feature. I do not suggest you use this one. I'm going to tell you how to use it properly without this. And then we have audience segment reporting. Going to cover that in a more advanced so this is a more advanced section, but you don't have to do anything because it is a brand new Ad account, and we don't have any audiences defined yet. So we're not going to worry about this. And then we have special ad categories. This is really, really important, guys. The reason it is so important because if you are in one of those categories, and if you don't declare your special ad category, meta ban or reject your ads most likely, and you won't be able to run ads, right? So let's take a look what are those. So if you come here, and we will see financial products and services, right? So if you are advertising a crypto, something crypto related, you have to claim this that it will let you run, but you need a document as I covered previously in those in the first videos that I covered. So if you say this and you have to select the specific country that you're advertising, and if you have your legitimate, you know, I'm allowed to blah, blah, blah. This is my company registration paper. I covered this previously where to find this, and you can go watch the first videos. And then once you know and, you know, submit your information, you will be able to run your ads, but they will just take away some target. For instance, we have employment, and there's a good reason why they do this, guys. Let's say you put employment and you only target women aged 18 to 25. That is discrimination, right? So they take away the age and gender targeting, so you don't focus on specific genders like that. So most of you guys are not in those categories, if you're in insurance, insurance falls under the financial products and services. If you don't ads will be rejected. They introduced this mid or beginning of 2025. And social issues in politics, again, if you fall into that, select it housing as well. If you do property listing, home insurance, mortgages, or related opportunities, you want to select that as well. Since this is just a test, we're not going to select anything. And then we're going to say next, and we will be on the left hand side. You can see this is blue. Now we are in the asset level. This was the campaign level. This is the ATSAT level, and I will see you in the next one. 13. Ad set Level Settings: Buddy, we are in the asset level. We're going to cover what each settings. Our asset level has most options that you can choose from, and it has a lot of stuff going on. So it might be a little long, so buckle up. Let's start. So let's say we test, let's say, test in the asset name, I will talk about the name and combinations. So conversion, this is really important. As you guys remember, we selected a campaign objective as sales. But now it is asking you what is the conversion location? Where does this sale happen, right? So is this website and shop, meaning you have a shop that's connected through commerce manager, and you have a website. Or you have, for instance, you can see website, which is just driving traffic to your website, which we're going to choose. We have an app. Let's say, do you do a sale, but we cannot select this since it is not available on a sales campaign. We have website and app. Again, this is not an app campaign, so we can't select this. Then we have message destination. Let's say you sell whatever you sell through message destination, then you want to do that. Some people drier traffic to Instagram, Whatsapp we're going to cover how to do those as well. But most likely you're not going to do that. Let's say you drive sales and conversions through the phone. Let's say you are a flower shop, and most likely flower shops, people don't buy flowers all online, right? They want to speak to a person, so on and so forth. And if you are in that category, you want to do calls, right? And then we have website and I store. If you have a physical store, this will be viable for you. Or if you also do sales on your website and over the phone, you want to choose website at calls. So once we go down, we have performance goal. So this is a little bit different than the campaign objective. This is basically going to tell meta what to optimize towards, right? So we have maximized number of convergence. That is what we're going to keep it at. Then we have maximized number of landing page views. We don't want to do that. If we choose this, meta will think, Okay, you chose sales as a campaign objective. But now you're saying I should actually focus on driving you more landing page views, meaning people visiting your website. You don't want that. Or you basically can select maximize the number of clicks, and you don't want that as well, right? You want sales. Or you can say maximize daily unique reach and basically it will show your ads to as many people as possible, and we don't want that. Maximize number of impressions. I reach and impressions are different. Reach, let's say, I show my ads to ten people, and that is ten number of reach is ten. I reached ten people. But if I show my ads to those ten people 100 times, my impressions are 100 and my reach is ten. So we don't want that as well. So what is the difference you might ask? So that is basically how you measure success on your campaign. So MD we'll get into a learning phase, which I'm going to cover what a learning phase is. They will try to maximize the number of performance goal converging events, which is sale right now. We want sale, so we want to choose convergency. And then we're going to come down and we have a pixel. So we're going to say we already have a pixel, but you guys can see we cannot select that pixel. I will show you how to do that. First, to select your pixel, you don't have to create a new one. We already created a pixel. The reason it is not showing up here, we have to go to our business manager now. And since we are in the business manager, we want to attach that pixel that we created into the atticum. How are we going to do that? We're going to come to data sources because our pixel was under datasets and pixels. And now, since we created this pixel, we want to say connected assets. Click on this and you can see there is no asset connected. That's why we're not able to find our dataset. We're going to click on Connect assets, and you can see other business assets, and this is the one Jim Atticu. Now we're going to say ad and I'm refreshing this page. Again, without you refresh, you won't be able to see that. Since we refreshed, we will be able to see that dataset, the pixel that we just created previously. So let's go down, and let's try to see, cool. You can see the dataset, the pixel is now showing up. And you can see the conversion event is showing the lead event because the lead event is the one that I'm tracking here, but the sales one, I did it on a different dataset, different Atticount, different business manager. So that's why I cannot see that sale event. The only active event is leads, right? So just imagine this is just to go over the settings. You do not have to like, Okay, this is not showing sales, don't freak out. This is just to show you the settings. So let's go down a number of conversions. Cool dataset, cool converging event cool. Now we have cost per result goal. So this is guys, once you start running ads, you can say, You know what? Meta, I'm not willing to spend more than $100 to get one sale. And if you have that number in your head, you can set it up here as well. So then we have value rules. We're not going to worry about that. Let's go down. We have attribution model. We're going to keep it as standard. Then you have incremental, and that uses a prediction model, which is basically is more accurate to find if one ad caused or contributed to a sale. You have let's 100 ads. It will be a little bit messy and there is going to be misattribution, as well. So let's go down. Then we have the budget and ad schedule. This is the part where we can schedule our ads, saying, I want to start my ads from, you know, today till I want to set an end date. Let's say, I want to stop running ads on December 14, right, or 13th. I do not usually set that. I come in and manually pause it. But if you say, I might forget it, then you can set up an end date. So you can set up a start date here. I usually suggest setting up a start date the day after, and at midnight, the reason mean is Meda will try to spend all of your budget, for instance, from 6:00 P.M. Till 12 in the morning, right? If they do it, it won't be super, super accurate and smart for the algorithm. So what I will usually do I come to 21st and then it will be just midnight, so I will do 01. So once it's 21st of September, it will start spending properly. So if you come to show more settings, you will see budget scheduling. So we previously sold the budget scheduling. So we are using campaign budget. And since we are using campaign budget, and we do not have to select anything here, so we are all set. So what we're going to do, guys, calm down, and we are now going to focus on the audience section. So we have an Advantage plus audience on. That's good. We don't have to worry about that. So we have the audience settings like the control audiences and the audiences that we want to target. To control is basically a safe zone where you set. You know what? I do not want to expand because meta will like to expand beyond whatever you give, right? You say, I want to target 18-years-old. They will try test should show your ads for 25-years-old. They want to see the optimal results by testing different audiences and not listen to what you give to them. To avoid that happening, guys, you want to set your controls. So let's say you set your location control as Australia and you do not want to expand beyond then you have one more control, you have your minimum age. You can set that, for instance. It is up to 25. Let's say, my minimum age is 25. I do not want to show my ads beyond or below anybody that is below 25, right? So that is control. That is a hard zone, right? That is the minimum you set. That is saying to Meta, that is a hard no, I do not care about optimization. Do not show my ads below this age. Hope that made sense. Now we have the exclusion, the customis. We haven't covered the exclusion Custom Audiences yet. We're going to cover that. But this is, guys, basically, you can say, You know what? I do not want to show my ads to people who visited my website because they are what warm audiences or hot audiences. We covered cold, warm, and hot audiences. So you can exclude those people saying, You know what? I do not want to target those people, just exclude them. Since we don't have any audience yet, this is empty. That's all fine. You can select your language here. I suggest keep it at all languages, since you are targeting this location anyways, and we're going to go down. Now we have all these suggestions. So what is a suggestions and why we are suggesting and not directly targeting? Guys, Meta's algorithm right now is super smart, so you don't have to really tell Meta to specifically go target one thing because those audiences that you're going to see are not very, very accurate. So those are a little less accurate, and the more restrictions you give to meta, the performance will verse and verse and verse. So you don't want that to happen. So let's click and add a suggestion. So if we click on this, you can see we have custom audience inclusions. So custom audiences, again, we can exclude and include those people, meaning people visited our website, people who engaged with our Instagram, who watched some videos of ORS. We can include and exclude those people. Then we have the age. As you guys can see, the age is starting from 25. The reason that is is because we set a heard no below 25 above. So that is the minimum age that we set. So, again, guys, even if you set, let's say, 46, metal will try to show your ads to people older than this because this is just a suggestion that you set. Right? If you have a really nuanced age range, you want to further limit your reach of your ads. We're going to cover what that does. So here, let's say my target audience is this, but I'm happy for Meta to test people, let's say, 47-years-old, 50-years-old, maybe, you know, 57-years-old. I'm cool with that. Then you have your genders here, men, women, and all. Then you have your detailed targeting. This is the part where the most gold lies. So click on this pass icon, and now you can type in whatever you have in mind in terms of targeting, and that will come up. Let's say we want to target soccer, right? And it's related stuff will come up, and some of them have behaviors next to it, and some of them has interest next to it. Behavior means usually, like, that is whatever they engage with or they are friends but interest is depending on what they are interested in and recently engaged in in a longer time frame, right? So you can see beach soccer, there's a couple of audiences here as we go down, we have less relevant audiences, and you can rank them by size as well. So if I go up here and you can see it is ranking by size, but you get a little less less related audiences here. So I will go back to relevance, and I want to see by relevance. So we have soccer, friends of football fans, we have Let's go down indoor soccer, and these are interests. And you can see we have fields of study. So men's soccer. So this means they are in that industry and studying that, right? So either PhDs or masters, so on and so forth, then we have employers, as you guys can see at the top. So what I will do, instead of that, you can also do if nothing comes through your mind, you can click on this browse here, and you will demographics. Under demographics, you will have education and finance. You have life events, you know, away from hometown, away from family. You have date of birth. You have friends off people, you know, coming up with birthdays, friends of women with a birthday in seven days. You have long distance relationship, new jobs. So these are all life events, right? Then you have parents. So what does that mean? Are they a parent, right? You're selling something for their kids and whatnot. And parents with adult children. So you have limitless options when it comes to targeting, and Metals targeting was really accurate, but nowadays, it is getting less and less accurate. And if you're watching these videos, guys, you are not going to be really obsessed over the targeting because targeting a lot of people nowadays are just targeting gender and age and letting Facebook decide what to target. That is a good idea, but since we are doing as a suggestion audience, Meta will just take this as a suggestion and that's going to stick to it. If they find good results, you know, they might stick to it, but if they don't, they want. Click on Browse and we have interests, right? So if you click on this, you have all sorts of interests. So entertainment, if you do come here, we have leisure, we can let's go down. We have music related stuff, blues music, classical music. Country music. You have limitless options, guys, which is absolutely amazing. You have hobbies, for instance, art, music, home and garden. If you're selling pet products, you have a lot of stuff pet related. You have, you know, travel stuff. I mean, it is limitless, guys. There's hundreds of different audiences. So if you want to go back, click on Browse then you have behaviors, right? So anniversary, their anniversary is coming. You have, you know, specific behaviors, mobile device users, right, what they use, and you can target them by, you know, specific device, right? Or you have cost consumer classification, like what consumer they are, what they consume in terms of, like, which country, and you go down. You have digital activities, you know, creators here. If you're selling something to the digital creators, you have console gamers, if you're selling console related products, a lot of stuff. Then you go down. Let's say you're offering a digital marketing service. You have, for instance, you can say Internet and browse use. Let's say we don't want that, we have newly active business, newly active business, 24 months and below, new active business, six months and below. So you can see there's a lot of options we have to target, right? Expats, purchase behavior, engage shoppers. So these people are clicking on Shop Now button and going to the website, not necessarily buying Metas detection is clicking on the Shop Now button. So we have a lot of options. So we have more categories. Guys, we have millions, almost millions of options, so you just have to play around and find your ideal audience. When it comes to what should be the number of audiences, you stack into one atst. There's not one number, but what ideally is suggested is you want to have at least 1 million audience on the right hand side. So let's say I put an audience in here, I will start to see some estimated audience, right? Let's say I say Um, let's say, soccer here, and friends of football fans, cool, football fans. I'm targeting that, as well. So we can see if you click on this one now. So I have two audiences. I can click Show estimated audience size. You can see I have 3.7000004 0.3 million people in that range, something in that range. And you want to keep it about 1 million people. The reason is Matos algorithm works the best about 1 million. If you're targeting a really niche age range, because, for instance, if I restrict this, my estimated audience size will go down. So if I restrict it, I just you can see, now I have one age 25 and 26. You can see my estimated audience size drop down to 335,000. So you don't want that to happen to you. If you are specifically targeting, again, a really niche age range, I mean, the minimum you should have here is 500,000, and I do not suggest going below 100,000. The only exception to this rule is re targeting. If you are targeting people who visited your website, and if you don't have that many people, that's right. Cause the purpose of it is not to leverage Meda's AI, is to show your ad or a separate set of ads to people who visited your website previously. So then let's say you're not happy with this, right? You don't want meta to control anything, you can click and say, further limit the reach of my ads. Once you click, it will ask you this. Look, your potential turn setup is going to do great. But if you switch setups, it's not going to do so. So depends. I do not suggest you do this. Again, it restricts the metas algorithm, but say you do this, you have a unique business setting that you have to do it for some reason. Now, it is the age range is going to be specific. So look at this. We have one option here that says you can untick this use as a suggestion. So now if I untick this, now it will strictly target people who are 25 and 26-years-old, right? So that is strictly set. And then you can come down. You have your detail targeting, and you cannot select to, you know, not go beyond this because Ma can always go beyond this, right? You cannot specifically say to Meta, you have to switch to this, right? You only target football fans. You cannot do it because this is still a suggestion, right? Meta will do whatever they want here. You can see the detailed targeting is still suggestion. They will expand beyond what you said. That's why the targeting is not extremely important. But when you're talking to your clients, they really want you to sound, you know, we're targeting X person, Y person. They want to hear that, so you really should be on top of what targeting is available here. That is good to know. So let's say I want to switch to my recommended setup, I will give Meta, you know, the flexibility to target people older than this if they think my ads will convert better. Then we have ads transparency. That means, guys, in the meta Ads library, people will see your ads, and that is totally fine. And this ad set includes ads related to financial products and services. I, yes, you have to tick this, and in our case, it does not involve anything related to that. Let's go down. Then we have placement. The placement, guys, we definitely want to keep it on Advantage plus on here. That means they will automatically show our ads to wherever they think it will convert. So let's take a look what we have in the placement. So if you click on this Pens icon, and if you click on Edit placement control, then my business can only advertise on specific placements. Now you see some options. And then if you click on C controls in advertising settings, it will take you to a specific section and you can set your odious controls here. But we're not going to do that here. Let's go back. Now, you can say, I don't want to show my ads on apps and sites, so you can exclude those absence sites. And as I said, guys, Apsu sites, they do not spend much on absent sites anyways, so it's not a big investment. I mean, a couple of dollars are going to be spent every single month. They do not spend a lot. Keep that in. Facebook Marketplace and Facebook write column are, again, small spending placements. But if you do want to exclude them, you can. And let's say you want to and you review changes and confirm. Now you basically excluded those placements, right? So if you want to get them back and use Advantage plus placements, which is what I suggest, you're going to say, Cool and review changes and confirm. Now I'm going to target my ads everywhere and wherever meta things they're going to converge. And then we have show more settings that will show you brand safety inventory and audience network ads. We're going to cover them one by one. So device and operating systems keep it all unless you have a really specific reason why you should not, right? You can say, I only want to show my ads when they're connected to their Wi Fi. I mean, if your Internet carriers in your country is really slow and only Wi Fi works great, then you can do it, but doesn't make sense, right? All mobile devices you can say only Android devices. Let's say you're selling an Android Android's iPhone case, then that makes sense. Or if you're selling only iPhone cases, then this makes sense, right? So you can target the devices here and put them one by one. You can say iPhone ten, iPhone 13, whatever the case may be. And you can exclude iPads and come here. Let's say I type in iPad, you exclude Apple iPads, right? So now exclude just this Apple iPad and all other iPads, iPhones and iPods are included. Again, I do not suggest this. You have to have a really good reason why. And just so you know you have that ability. Then we have the platforms and ability to exclude platforms. Threats, I don't want to show my ads of threads, let's say, and I exclude that. A audience network, again, you can exclude that up to you, but I'm usually a big fan of that, keeping everything on. And once I have enough data, I look at the data and make a decision. So I'm going to keep everything on here for now, and then we have placement control. So we can have a more detailed look on how ads and where they appear. So you can say, for instance, you can see how that appears, right? So, for instance, it looks like this, and you have Instagram feed, Instagram profile feed. You have stories, for instance, if you don't want to show your ads on stories, you can exclude. Again, we want to keep it Advantage plus. We don't want to exclude anything. Maybe maybe, maybe absent sites. So the only exclusion I do if I'm working with a really high quality brand and they really care about where the ads are shown, I then exclude absent sites. This just makes it premium. And I'm just going to keep it all on. And as I said, apps and sites and audios network spends guys, I will spend $2, $10. It's not a lot of money, and let's go down. So then we have skippable ads. So do you want to show your ads on skippable ads? So, for instance, if you're watching a video on Facebook usually happens, you want to exclude your ads there, right? So, up to you, usually do not exclude this. I keep it as is, and let's go down. We have brand safety and suitability. So in content ads, expended, moderate, and limited. If you're working with a Fortune 500 company, say they are spending $500,000 minimum per month, then you want to go moderate or limited. So ads might show after a like violence or racist content. And that is not a great association. Years ago, that happened to YouTube, actually. They showed the Toyota showed the ads. I think Toyota ads showed right after, like, a really violent video, so that created a lot of problem. And if you click on this, you can see excluded contents here, right? And then we have all these network ads. You can do limited, moderate, and expand if you are just advertising your business or your client is spending less than $10,000 a month, keep it at expanded, guys. Here, you want to keep it expanded as well. If your client is spending less than $10,000, why 10,000? Again, such a small budget, you do not have to worry about this, and it won't impact the performance. Again, if you choose limited, it might impact the performance negatively because you're giving less room to Meta to operate. Then you have the same setting here, keep it expanded. Then you have blocklist. Again, if you don't know what a you know, definition is just come over a certain come over this eye icon and see if for instance, this one is giving you the definition. For here blocklist, you can add a blocklist. So, for instance, you have a publisher in the absence sites. You want to put that here, a specific blocklist, and right now we don't have that permission, since we do not have enough spent. Then you have content exclusion. You can exclude certain type of content. We have Facebook in stream real ads. Again, Facebook videos. You can exclude them sometimes live videos as well, but this is not that you can keep it as is. Go down. Then we have topic exclusion. So we do not have that ability to select topic exclusion again, since we haven't started running as we have zero at spend and we do not have the ability to select certain settings. Well, we covered basically all of the AdSetGuysOset settings, and we're going to look at how to strategically actually launch a campaign set up a targeting. What is the ideal way of doing things, but this is just the settings. Overview, and I will see you on the ad settings. 14. Ad Level Settings: Everybody in this section, we're going to be looking at the ad level settings. Don't worry. We're going to dive really deep into creative strategy. This is just to show you the current settings Meta has. Let's jump in. Alright, as you say, next, it will throw you to the ad level. On the left hand side, you can see this green button, the green place basically is the campaign level. Underneath that, we have the AdSet level. Underneath that, we have the ad level. So we're going to name our ad, and underneath that, you will see all the pages that you have that you created previously that is sitting under that not specifically business manager, because you will also see other specific ads that you have access to from your personal profile. Right? So in this case, I am going to go with this Facebook page. I will show you how to create a page. And I also showed you how you can actually create a page inside the business manager. I will show you again. Let's jump in. Alright, guys, I'm on the Business Manager. If you want to create a new page, new Facebook page, come under the accounts, go to pages. And we are in the business manager. If you want to create a new page, you're just going to come under the accounts. Underneath that, we have pages. And here from here, you can click on this ad button and then create a brand new Facebook page. If you click on this, it will actually take you to that specific page. So if we say test, category could be anything, and then bio could be anything. Let's actually do select a category here. I'm going to add something else, as well. This is not going to let me to create this page and test test. Cool. I'm just going to say next, and I'm going to agree the terms, create this page. Alright, guys. Now the page is being created. You can see the page has been successfully created. I'm going to say done. And if you want to go to that page and properly edit what is sitting as a banner, as an image, we're going to cover everything there as well. You want to basically go to that page by clicking on V on Facebook. As you click on this, this will throw you to your Facebook page that you just created. And then this is the page that you can edit, set specific image, set a specific background here, add your bio, build more trust, basically. As you run meta ads, Facebook ads, you are going to actually, some people are going to check this. Some people are going to come here. Is this person legit? Is Does this person have some existing content that I can see if this is legit or net? That's why it is important to know where this actually how you can create. And I'm going to cover how to edit and create Meta page. So let's go back to our ads manager. Since this is just a test, I'm just going to keep it as is. I'm going to go down. At Instagram account, you can select an Instagram, but there has to be a Facebook page linked to your Instagram. If not, if they're not linked, you're not going to be able to show your ads on. You will be able to show your ads on Instagram, but people cannot visit your Instagram profile. I will show you how to do that in a letter module, but this is you can just run as with a pay page and then show your ads or Instagram still. Let's go down. This is the ad setup. You are giving three options. So one is creating an ad. The second one is boosting an existing content. That means you have a Instagram post that you already posted, meta ads post or Facebook post that you already posted that you can select that and then run that as an. Or you can use a creative hop mockup where you design the ad, manage how it looks, and then use that. But we're going to go with Create ad. And here, we're going to remind this remind Admed later because we haven't edited the products yet. So we have creative source. That is basically What is your source? So are we going to upload the ads or are we going to attach our catalog? Since we haven't edited our catalog yet, we don't have the catalog. We're going to upload it manually. We're going to go down under the format, we have three options. Flexible, I do not suggest using flexible. And this is basically shoving your ads as a video format if they think it is going to convert, but we are going to go with single image or a video, or you can do a carousel. So there is the multi advertiser ads is automatically ticked on. So this will basically show multiple ads back to back on certain placements. We're going to keep it as is, and we have more settings. This more settings is you can specifically select when a specific ad runs or when a specific ad poses. Let's say you have one big campaign and inside this campaign as you do a product launch, let's say, for your ecommerce store. And then for that product launch, you're going to run one at from, let's say, 9:00 P.M. To 11:00 P.M. Right? That is going to run in a short period of time, and you can do that by adjusting the time frame, where this creative starts and where this creative basically pauses, right? So we're not going to do that here, and this is the destination where people are going to go at the end after they, you know, click your and then we have the display link. This is basically not the URL, but what they see, what you want them to see. For instance, my website could be www dot, let's say jimsmedia.com, and I'm talking about talking about, let's say, Facebook ads, right? And I want to in my ads. So I want to grab this URL, put it here, and I will say forward slash Facebook ad, right? Facebook ad. Even though this URL doesn't exist, people think they will go to this URL, right? But you will especially taking them to this URL. And then browser add ons, these are specific add ons that people will see. You have the call button. You have the Instagram direct. We don't want any add on buttons. We just want people to go to our website. You have the WhatsApp button. If they click on it, they can go to your WhatsApp and open up a chat. We have the instant forms. If you want to generate leads, this is important. They suggested as a functionality as an add and we have the Instant experience, which is a little bit specific and different. I'm going to cover that later. Then we have Facebook pages. In this section, we can just going to go with none. As we go down, this is the part we add at creative. So how are we going to do that? We selected single image or a video, so we can either add an image or a video. So if I click on this, and it gives me two options. Let's say I want to add an image here, and this image will be basically any image that I upload. And there's going to be specifications for each image. And the images has to be squared. We're going to cover those settings later on. So what I want to do, I want to come to media and I want to add an image, right? So let's say I want to click Upload. Okay, now I it, upload it image here, you can see, this is not square, but we usually want to add a square image. Let's say this is our image, and we're just going to say next, you can see they are giving us three options. So square version, you have the vertical version, and you have the horizontal version. So, the square and vertical versions are extremely important. That's why for every image that we advertise, we want to create two version of that image. One version will be square just like this. And if I say original, there's going to be a little bit gaps on the side, and we don't want that. We want an exact square image. And for the vertical version, which is going to appear on the story, on the real sites, on messenger story, Instagram story, Facebook reels, Facebook stories, all those placements, and we don't want this image to look like that. Number one, it looks unprofessional, and number two, the clients won't like it. And number three, you're giving away, you're basically not using this real estate at the top, this real estate at the bottom, and you're not using it. And if you let them use the recommended, you can see the whole text is chopped up, which you don't want. And I'm going to show you how to do that, how to edit the creatives, so on and so forth. And for the horizontal, this is such a small placement, just the right column, Facebook, right column, and you can use this as original. This real estate is so minuscule, you don't have to worry about it. So let's just for the sake of this example, let's say, next. And here, they are asking us to write the primary text. This is basically is the top part, the top text that appears. And you can make it as long as possible here. By my products, we're going to look at some existing ad copy of how people use it. They write long paragraphs, guys. There is literally no limit. But for the headline, we want to keep it short. Let's say, limited time only. Limited time only, and then description, you can write anything else. Let's say 100% cotton, and then we go down and call to action. Of course, you want to make it as specific as possible. If you're selling something, it should be shop now, and then you say next. So they are giving you creative enhancements, we're going to cover them in a later module in more detail. But we want to right now turn all of them. So these are going to be a little bit specific. And in the next module, we're going to dive deep into these creative enhancements. So I'm going to say down, I'm going to say done. And then I will go down and we have basically put our ads and you can see how it will look on the right hand side. So on the Facebook feed, it will look like this, on the Facebook feed as well. I will look like this. You can see it is on the Instagram feed, it will look like this. You can see if I go down on Facebook stories, it will look like this. And you can see as this shows up, we are wasting a lot of real estate. If you don't want to wait till it loads, you can say advanced preview, and it will take you to a page like this, a pop up. You can see all the placements, how it appears. Instagram Explore, appears like this. You can see Facebook video feeds. It doesn't look good at all. We have to create a square version of this, and then you can see all the placements if the client wants to see how my creatives are going to look before you go live and publish this, you can click Share and click on Share Link, and Link sharing is on now and days active 60 days, you want to keep it. And then now you can copy this link and then send it to your client so client can see before you go live. So, let's exit this, and let's go down. So you can see format display options. Carousels, we don't want this, so we want to tick that off. You might not have the setting. This is they're introducing new stuff to every Atccount separately. So do not freak out if you don't see the exact same settings. But overall, these are really similar. And with the collection, you want to tick that off as well here. We don't want this right now. Format display options. Then you can see the primary text looks like this, and it will appear at the very top of your image on the feed Instagram and Instagram, it will appear at the bottom. But for meta, for Facebook, it will basically appear at the top of your image. Headline will appear underneath that. You can see limited time only, and then 100% cutting will appear underneath. And you can see we have optimized text per person. This will basically show the headline instead of the primary text, they will switch the locations where what appears before what, basically. So it will create a mix and match there. Then we have info labels. Info labels are additional real estate that you can add about your business for people to have more trust. So, for instance, what we have, if you have free delivery, you can add that. And let's say free delivery only applies to orders about 200 bucks, right? So you can say add more options, payment options. You can say you can pay with Afterpay, PayPal, Klarna, Google Pay, Apple Pay. Let's say you say next. So you can see here they will appear like that. And these are additional information that you can show on here, right? Meta will basically underline specific information if they think people are going to convert. If you're, let's say, you know, they join Instagram is 2025 or 2026, super recent, you don't want to enable this, right? If you have been on Instagram for ten years on Facebook pages like live since ten years, you want to tick that on because it gives trust to people. Shop hours and operation, we definitely do not want to have it if you have an ecommerce store. Price range, if you're in expensive business selling expensive products, you do not want to show that. Shop location, if you don't have a brick and mortar, like in person real life store, you don't want to show that. Instagram followers, if you have at least 1,000 followers, do not tick this on. Let's say, in this case, below 1,000, I'm not going to take this on. Pay check ins, again, if you think you're not sufficient enough in any of those, you do not want to show them. That is the main goal. But if you're working with a client, say, they have a lot of pay check ins, a lot of page follows, you want to tick them on. So people when people see the ad, underneath that, you can see 25 people like this. So it creates a good buzz deal. Let's say we are happy with this and say and we are good with the info labels. So we're going to cover the advantage creative enhancements in the upcoming section. Then we have the event details. We don't have an event. Now, we have the tracking. You can see since we already have the tracking, we have showing the website events. And if you set this up, via API, servers via Shopify, if you have an ecommerce store, for instance, you will not see website events. You will see the server events, but your pixel and dataset will show up here. And that is all you need to know. If you say publish, that ad will basically go live. And in the next section, I'm going to talk about the creative enhancements, and then we will see how actually people set and structure their campaigns. 15. Meta Ad Creative Specs: Guys and girls, we are in Kena, which is a free tool that you can go and basically sign up for free, completely free tool that you can design as basically yourself, right? You don't have to be a designer, you don't have to be anything. The website is kenwa.com. Type that into Google and completely free. What I want to do is talk about the creatives and the creative specs. These are really, really important. So the first creative spec that you need to know is 1080 by 1080. So I'm just going to click on this button and create and the first one you need to know is 1080 by 1080 square image. So I'm going to click on Custom Size, and I will type in 1080, and the height will be 1080. So this will be the core design that you need to know. So I'm just going to say create design, and it will take me to a page like this where I can go and create my design. Then I will go back, and I want to also do almost exact same version, but a different height which is going to be vertical for stories and reels. I'm going to do 1920, which is going to be the Instagram story specs, and I'm going to say create new design. So, guys, basically, this is the story size placement, and this is the feed placement. So let's say we just use a basic design. I'm going to dive into creative strategies. Let's say we have a hamburger shop, right, hamburger shop. Let's just type into designs, and we'll give you some options here, right? So let's say this is our ad. So we're happy with this ad, right? So what I want to do I want to come click on Share, and I want to download this, and I want to download this as an image, right? Cool. So we have the story size in our pockets, basically. We have the feed placement, right? We downloaded this. And I want to grab all the elements here and copy and go to the story size placement and paste it here. So here you can see the background is not there. I just want to grab the background here. Grab it and paste it cool. We have the background. Now, what we have to know, we want to keep a little bit of space at the top and a little bit of space at the bottom, because we're going to have certain elements placed by meta. So maybe we can make this bigger at the top, and then we want to take it down a little bit and notch. And then we can put maybe a little bit more information here. We can have this happy International Burger Day, make it bigger a little bit, shop now. Maybe we can use that button and add a little bit more text, maybe, you know, 50% off, and then we put that underneath that, right? So 50% off, cool, and change the color to red here. Nice. And now we want to download this, and maybe let's take this up a little, make it bigger. Cool. Okay, now I'm going to click and download this. I just want you to understand how this looks when we go into the platform. So now we downloaded this one as well. So let's go to our ads manager. You see this is the ad level on our test campaign. What I want to do go down and find the ad creative. I'm on the ad level, campaign adst and ad. On the ad level, I just want to remove this media, and I will show you how important this is. Click on Add Media and click on Ad Image. Now we want to add the two images that we just downloaded. We are the creative setup. I just want to go down and we have media. Click on the media and now click on Upload. Now you're uploading the images that you just downloaded. So I'm going to select both of them. And now both of the images, the square version and the vertical, the story placement version are being edited. So now I'm going to use the square version first. I'm going to say next Cool. You can see how this doesn't look good on the vertical. So we're just going to keep it original and keep it original here as well. And what we're going to do is say next. So we're going to keep the primary texts and everything here, and then we're going to say next. I'm going to show you the Advantage plus creative enhancements later on because this is a really important part, and we're going to say done here. So what I want you to do since we edit this. So this, you can see, is the feed placement, and the story placement will look awful, guys. So what I want you to do come to the stories, status, reels, search results, absent site. So I want you to click on this pencil icon, and here I will change this with, you can see how this will look ugly. It is not showing the ad. Sometimes it happens. It is sometimes like a glitch in the meta ads interface. You're going to come to the change here. Click on this, and you want to add this vertical version. As you click on this, it will look way 100% better, guys. So we're just going to save it. And here, it will look way, way better. For us to see this, we can just publish this, and it is not going to let us publish because I haven't put my credit card information in here yet. I will just say advanced preview and we will be able to see how it looks on a story placement. So you can see on the right hand side it is loaded and the Facebook real placement, it might take some time for these other placements to load. You can see it looks way more professional on this right hand side, as you guys can see. Otherwise, if we didn't do this, Meta will pick a random color to put on this top hand side. So let's go back and I will show you how this otherwise would look if we didn't have that. So I will change this to the previous one, and I will say next, and I will say AdV preview. And I will show you how this look on the stories placements status, reels and you can see on the right hand side. Check this out. You will see that black complete blackness darkness on the top hand side, and then at the bottom, it will look really, really ugly. And also, the clients will be really unhappy, and most of you will tell you what is going on, Jim. This doesn't look professional, right? So what you want to do again cancel this. Go back after you publish your original one. Come here, click Edit Group, and come here and change this. You can change it to the vertical version and click Save Next. So with the right column and search results, do not to worry about it. Just use the square version. It will be just fine because it will they will not put random darkness on the right hand side, and it is not a big deal. If you want to specifically design something else for that placement, you can just get that specific placement off that right column. You can see it will still look nice. Like you can some real estate if you had a wider version. But I'm quite happy with this because it doesn't generate random darkness on the right hand side, right? It looks pretty awesome if you ask me. So I don't need to add anything else on this right hand side, right? Looks perfectly fine to me. Maybe we can, you know, marketplace results, we can add something else, but still looks really good. You can see, I don't need to add anything or any larger version of this so I'm quite happy with how this looks in creating a ad. So you want to do this in the video version as well as you add a video. So, you want to have a square version of that image of that video, and you want to go back and create a vertical version of the same video, right? That will be the ideal case scenario. Alright, this was basically designing creatives for specific specs, which is extremely, extremely important. Alright. I will see you in the 16. Advantage + Creative Enhancements: Guys, now we are covering the enhancements, which are really important when you are adding whatever image or video you're putting on. But especially on an image, it is even more important. So let's say we put our image here, that's perfectly fine. And as you guys remember, it was asking us the enhancements, right? So they are suggesting advantage plus creative enhancements. So as we turned all off, they still turned on two of without our permission, they are really sneaky with this. So you have to actually double check and come, click and turn them off. But, of course, I'm going to give you the decision to think about do you want to turn certain stuff off or do you want to turn certain stuff on? Let's cover one by one. Number one, we add overlays. What does that mean? So if you turn this on guys, they will add a specific overlay on your image using AI. So it could be a specific overlay. Let's say on top of your image, it could be a random overlay of text, right? We put the primary text there, we put the headline there. They might have an overlay here, maybe a square overlay with a random text. Do you want that? I recommend this. So I definitely suggest you turn this off, and it looks really, really ugly guys. So we can see a couple of examples. Look at this. So this is one. So we already put our text, and we already have our copy. We don't need meta to go off brand. So there are really going off brand. They're not using our specific colors. They're not using our specific, you know, fonts. We can customize this by coming here. Click Customize. And you can pick a specific customization of a font, but they don't have all the fonts, right? Maybe you have a different font. Like, you can change the font of the text they use, right? So this limited time only we change the font. You can change a color here. Let's say I want them to use this color. Let's say, cool. And now it will change color. So I will just save this, and it will look a little bit different as we customize it, right? So let's take a look in one example. You can see now it is using our font, but maybe your font is not there, and it is using our color that we picked. Again, still looks unprofessional. I do not suggest it. Do your design, do your creative. In Canva or Photoshop or get a professional designer to do it. Do not do it in meta. So I'm going to turn this off, and we have the let's turn it off. Cool. Now we have the visual touch. So visual touch ups is really annoying, guys. The reason I say this because they will use everything to make your creative look ugly. Ideally, they want to make it look beautiful, but I will show you some images. So they expand the image. They make it shrink. And sometimes if you have text on your image, it will make it so big, your text want fix fit in the image. So you can see now this looks great, but they expanded the image because on the right hand side, we do not have any text. So for instance, I'm luckily making it look good with the visual touch ups on, for instance, right? So this rarely happens, guys. So usually they will make it look ugly. In this case, we are just lucky because we don't have any text on the original image, right? So if I pick up the original image here, you can see on our original image, we do not have a huge text on the right hand side, top corner, bottom, bottom placement here. So that's why it doesn't look ugly if they expand. But imagine if you had text at the top, it will cut the text off. So that's why I urge you to not use this one guy. So visual touch ups. And definitely on a story placement or when you're watching Instagram Stories, Instagram Reels, they will make it way more ugly. Okay, now we're covering the music part. Music part is sometimes I turn it on because on an image, inherently, you don't have any music, right? That's why I usually turn this on, and it kind of keeps people on the image itself a little bit more because it adds a little bit more traction to whatever you have. But they will usually pick really random music. So they usually AB test the music as well and pick the music that is more relevant to the user. But if you want to customize your music, you can come down and click on Customize, and you will be able to manually select the music that you want. So I'm going to come here and I like, untick all of them now and go to manually select music back on. And I'm going to untick the music that they selected for me. And I'm going to select my music. Let's say I want to select something about like rock music, and I'm going to listen to the music before I pause them. So I will just listen to the ones. Let's see. Let's say I like this music. It really goes with my brand. If my brand is really fitting to this style of music, I'm just going to click on this, and you can add multiple. So those music will rotate on a real placement and Instagram story placement. Let's say we want this one as well. Let's say this is cool. I'm going to tick this on as well. Let's say we're happy with these two tracks, right? And we're happy with it. And we're just going to save this. If you don't customize it, they will randomly pick any music they want. We're cool with that. Now we are onto the text improvements, guys. Text improvements is I sometimes turn it on. The reason the reason being they they don't change the text you put in. They just change the placement. Sometimes they take your primary text and use it as a headline, and they sometimes take your description and use it as a primary text. So I will let them do it. So you don't have much customization on this, even though they have customized, so you can just turn it on and off. That is up to you. Text improvements. I'm just going to keep it on. They just change where they appear, basically. I'm just going to keep it on. So these basically are the only optimizations, only enhancements, I will turn on. I will go down and we have enhanced call to action. What does that mean? They basically add some emojis at the end of the call to action that you select. If it's, let's say, sign up, they will add a specific emoji next to it. If it's shop now, they will add a specific emoji next to it. So if you're running ads for a brand, that recently happened to me because I used to keep that on usually, that doesn't change much in terms of performance, but sometimes the clients might come back to you and say, Jim, we don't want emojis. This is off brand. And this recently happened to me actually a month ago. I was running ads for a client, and the client came back to me. They have a really specific brand tone, selling clothing for a woman over 45, and they have a really elegant tone and really high end as well, expensive clothing. And they said, Look, we don't use emojis. We never did. Why did you put that on? And I said, You know, I didn't put it on, but the an enhanced CTA was on, so I had to come back and turn this off. So I usually suggest you turn it off if you're running ads for a client. But if it's your business, I mean, it doesn't hurt the brand as much. It doesn't hurt the performance as much, so I keep it on sometimes. Animation it's a, no, no, never turn this on. It will create an ugly animation, if you turn this on, and it will make your image look like an animation, but in a poor way. So don't keep it on. Flex media never turned this on, and this will basically croup or increase the size of your image depending on where they appear. So as you guys remember, we created a square image, right? And if they show this on Instagram feed, they will expand it a little bit. As they expand, the text will disappear. Most of the time if you're using text on your ads or faces on your ads, it will make it look really funny and it won't look good and professional. If you think we're done, not really at the bottom, we have show more enhancements, click on that, and we have two more. So just brightness and contrast, I don't like it. They basically add filters randomly. They think and they say this improves performance, but I don't like it at all. Turn this off as well. And we have relevant comments. I suggest keeping this on up to you. If you have a positive comments, they will show that. But sometimes if you have a negative comment under your ad, they might highlight that just like this. That is why I'm kind of hesitant to use this, but uncertain, 80% of 80% of the cases, they usually highlight a positive comment that is kind of relevant to the user, right? Maybe the user is really critical of what they see what they buy and that's ad automatically, AI doesn't pick it up and show a negative comment there and highlight it, that hurts your conversions, meaning how many people buy from you. That's why I'm a bigger fan of turning this off just to be safe and we can save it. After you save it, double check, please double check. Go down, and here you can see advantage creative enhancements. Check which ones are turned off and check which ones are turned on. So make sure the ones that you turned on are only turned on, right? Music is turned on, that's good, and text improvements turned on, that's good. And we didn't turn on anything else. That is so, so improvement because it will mess up how your ads look and get your client to be a little bit angry and then won't trust you as much in the future. So you don't want that, just double check it. And then once you do adjust your enhancements, you can click Publish and your ad will be live in a couple of days. I will see you 17. Meta Ads Metrics: Everybody in this section, we're going to be covering important metrics. This part is really important. And if you're new to meta advertising or advertising on digital platforms in general, I strongly suggest you stick around because we're going to learn a lot of new stuff. But if you're familiar with meta ads, you can skip this part because some of the stuff might be quite beginner friendly. So let's start. What are those important metrics? If you skip this part, you will be confused when we come to the advanced sections. Because most of the stuff, we're going to talk about we will use these metrics, and you need to know what they all mean. So let's start with the click. It sounds super, super obvious, like, Okay, we get a click. That is the click. But not exactly. The reason not exactly because this click metric, in parenthesis says A. That means this contains all of the clicks. So when someone clicks on your profile picture, that is still a click. When someone clicks on your ad to go to your website, that is still a click. A person clicks on the comment section to look at the comments. That is still a click. So that doesn't mean person is going to your website. So you have to keep that in mind. This is really, really important. Conversely, we have Linklik Linkliks. So when you have, let's say 100 clicks, you possibly have 80 inkliks, right? So clicks will be always higher than Linklix. The reason being is so Linklk could be a click, a person clicking on not the comment section, but meta at specified Technologies or your website. So what do I mean by this? Let's say we try to optimize to get people to our Instagram profile. That case, in that case, people are not going to go to a different destination outside of Meta. Then it will still be Linkliks, right? Because your end goal is to get people to your Instagram. But if your end goal is to get people to your website, that will still count as a inklik, right? So if you want you have a, you know, Shop Now button, under your ad and people click on your profile picture. That will not be Linklick. So keep that in mind. Then we have unique inklicks. So a person could click on your link five times. You will still have five Link Clicks. But in unique link clicks, you're going to have one unique inklick, right? Not five link clicks. So a person like your ads will show ten times to a person's profile in a given timespan, maybe a month, maybe two months. But that person will see your ads, maybe ten times, but click on your ads five times, right? But then you will still see one unique inklik because that is from one account center. And we have unique outbound inkliks. What is an outbound inklik? So you can see I put a note there which is outside of meta. That is the key part. Meaning, if a person clicks on your app and goes to, let's say, your Instagram profile, right? Because there is a portion there is a campaign objective where you can get people to your Instagram profile, Facebook profile, or an instant form, we're going to talk about that as well. So that means that when you go to their Instagram profile, Facebook profile, that is not outside or outbound inklik. Outbound Link Click has to take people from meta ecosystem to a different domain, right? So for instance, you're going to not going to have any outbound leaklk with Instagram follow over campaigns, Facebook engagement campaigns. So it has to take people to different domain from meta. Then we have CPC. So cost per click, and you're going to have cost per inklick, cost per out bound link click. So you're going to have the cost of each of these cost per unique inklick, cost per inklick. So if you ask me, this is going to get confusing. If you're new to meta advertising, just look at inklix as your core click metric. That is what I always look at. That is the most, I would say the accurate representation of a link click because you're going to look at clickthrough rate, right? Click how many people click on your ads, and you have to look at is all click T rate is it unique inklickT? Just focus on inkliks that will make your life way easier. But I have to explain all of them. Then we have Cos per click. Again, if you're looking at CPC, look at Cos per link click. So how much you're paying to get one click, right? So don't get confused because on Google Ads, you pay per click. This is just showing you the overall cost to get a click. Then we have cost per linklic. Again, as I suggested, you just look at cost per linkli and that will be idea. So the average on meta advertising, the cost per linklick will be around, let's say, $0.50 $2.50 to $2 such and such. So it won't be way lower or way higher than that, depending on the campaign objective, of course. As we covered the campaign objectives, if you choose let's say awareness campaign is an objective. Your cost per link click will be maybe $0.50. If you choose, let's say, a sales campaign, your costs per link click will be maybe $2, $3 since there is more competition, right? Then click through rate. This is a really, really important metric. You want to get this as high as possible. This is a hugely important metric, guys. You want to have this really, really high. So what is a good click through rate metric? You want to have your click through rate above 1%. This metric determines how good is your creative. Does people actually see your ad and click to go to your website? So how do they calculate this? They take the overall percentage of impressions where a click occurs out of your total number of impressions. So it's basically, um, take the total number of impressions, which will be in the denominator, and then they will put the number of cliques that you get from the impressions. They put it at the top. That is a simple calculation. And you want to have this above 1%. Again, if it is below 1%, you need to work on your creative. If it is below 50%, your creative is the problem. If it is above 2%, your creative is doing really good. And then we have the link click through rate. Again, you want to focus on that. This link click through rate will be lower than click through rate. As I said, always, clicks are going to be higher than your link clicks, and click through rate will be higher than your link click through rate. Again, I want you to aim about 1% here. Link click through rate is going to be lower, but still aim about 1%. It is normal that sometimes you have link click through rates below 1%, which could be possible. You're going to have that happening overall, but I want you to aim about 1%. If it is about 3% 2%, you have an amazing creative. But if you're hovering around 1%, you're still good. Alright, reach, what is reach and what is impressions? Impressions is, let's start with impressions impressions is the number of times you're at basically show on meta screen, right? So it doesn't matter how many different people. It matters how many times show on the meta screen. But reach is basically how many unique impressions to how many unique people, right? So, let's say, John, there's Mark and there is Marcus. There's three people, right? And your ads in total, showed, let's say, 25 times to those three people in mix. But what happens is your impressions will be 25, since it's 25 times in total. But let's say five times to John, ten times to Marcus, ten times to, you know, what was the other person? Anyways, you have reach in terms of reach, three people. But in terms of impressions, you have 25. So there is going to be a difference there. So reach is going to be always, always, always lower than impressions when you look at your metrics. Then we have frequency. Frequency is an important metric. It will determine. I will tell you if you should add new creatives in or if you should, you know, refresh your creatives because it means a person is seeing your ads too much. Average number of times each unique person sees your ads. That is the definition. And what you want to do, your frequency will be around two to 3%. On a re targeting campaign, though, it could go as high as six to 9%. So it's six to nine X. So meaning a person on average, sees your ads nine times, right, which is sometimes quite high. But some people find great results with that overall frequency. Frequency, you're going to not going to have below 2%. It is really rare to have a frequency below two. I mean, sometimes you're going to have 1.2, which is really normal, and that means people are not seeing your ads enough. You need to increase your budget. I feel usually 1.8 to two its frequency is ideal. To get a healthy number of purchases. Then we have CPM. CPM is the holy grail of meta advertising because we are charged by this metric. If your CPM is high, that means there's a big competition there, and meta ads, they don't like your ads, basically, right? So, people are reporting your ads or people are, you know, saying, Oh, this ad is not relevant to me, and that's all adding up to get you having high cost per thousand precious. How are you going to lower this? Better creatives, people liking your ads, more engagement under your ads is going to lead to a lower cost per impressions. So M stands for mil here, which is 1,000 for Latin. That's why that stays there as a cost per thousand impressions. What you want to have, guys, is having your cost per impressions as low as possible. It varies a lot. So if you run an awareness campaign, your cost per impressions will be sometimes $1. It will be super cheap. But if you're running a sales campaign or a lead generation campaign and targeting business owners, your cost per thousand Impressions CPM will be maybe, you know, 2025. Depends. And if you're targeting an older demographic, it sometimes goes as high as 50, sometimes. I've seen 60. But, you know, don't really get caught up in that because you're going to look at important more important metrics as well, but this is the biggest and the first needle mover when it comes to your metrics. Now we have results. So you're going to see results metric different than let's say purchase. So they sometimes mean the same thing, but that result will show up based on what you are what your objective is, right? Let's say your objective is sale, you will see results and purchases, which are going to be the same number, right? So sometimes people get confused. Oh, I see results, but I can't see sales. So that means basically the same thing, what your achieved outcome is, what your objective is when you are setting your asset and campaign. So if your let's say goal is here impressions and you selected awareness campaign, your results will be number of impressions. If you selected landing page views and traffic campaign objective, your results will be landing page views. If you selected LEADS as a campaign objective and you're optimizing towards the number of leads, your campaign results will be leads. And now we have estimated at recall. So this will be only important if you're running an awareness campaign. When you're running an awareness campaign, how can you actually track a metric that is so awake, such as awareness? You cannot see it is not tangible. So that is Meta basically came up with a metric which is called brand recall ad recall. So they will show you a number, which is an estimate number of people who after seeing your ads, if asked within two days, remembering seeing your ads. That's basically a metric they came up with. And then we have the cost per estimated ad recall, so how much you're paying to having that ad recall metric. So you should have your awareness campaign, and after seeing your ads, if they're asked, Oh, do you remember seeing Jim's ads? If they say, we have ad recall and how much you pay in average on average to get that ad recall? Then if you have a lot of video ads, this would be a good metric to look at. Three second video views. So the number of times you ad played at least 3 seconds. So if you have a shorter ad, of course, that is going to be like you shouldn't have a shorter ad than that, but that will be important. The second video views is an important metric to have. So to observe, actually, so if you have two videos at the same time and they have the same impression, one of them is going to have more three second video. That means the hook of that video is better. Then you're going to have cost per three second video place, and you have to also take note of that. Which one is cheaper, which one is expensive. We're going to come to video ads strategically designing or editing our video ads. We're going to underline everything. Now we have through play. You got to see this through play metric, which is an important metric. If you have a video view is a campaign objective, even though if you don't have that, this is still an important metric because you can analyze your video ads. So the number of times that your video was played to completion, let's say, till the end or at least 15 seconds. So if your ad is less than 15 seconds, they will look at till the completion. But if your ad is longer than 15 seconds, they will look at at least 15 seconds. So that is an important more important than the three second video play, but that will tell you how good your video is at getting people to a certain point of the video. Not till the end, but to a certain point of your video. So that's why you want to have this through play as high as possible. And you're going to have Cost per. You want to have this as low as possible. And then we have video average playtime, right? So what is the overall average time that they play your video, right? So you have a three minute video, and then you have another video that is three point, let's say, 3 minutes, 20 seconds. And then you have those two videos running at the same time. So what is the average time they play your videos still, right? So one video has an average playtime of 2.5, which is a better video. The other one has a video average playtime of 1.2. So the other video, apparently, and if that video is also getting more sales, better video at keeping people on the platform. And since you keep people on the platform more, meta will like you more. Then we have landing page views. So Landing page views, you can only track this if you have pixel. If you don't have the pixel, didn't go through installing it, you're not going to see landing page views. So this is the first pixel based event that you are going to have page view. And remember, landing page view is an important metric because you can actually calculate your commercion rates from, let's say, a purchase, right? You're going to have a bunch of people clicking on your ads, link clicking, outbound link clicking. And then this tells you how many people actually land on right? 'Cause let's say I open my phone and I see an ad. Oh, that's a really good ad. I click on it, and then at the same time, my girlfriend is yelling behind. And then, you know, I'm driving, and, you know, there's a police stop, you know, pulling pulling, pulling the cars. And then and like, what is going on? My, you know, father calling me, son, you know, did you forget XY z and, you know, big mess and I forget, Okay, you know, I will look at that, you know, website later, and I close it. Even though I clicked on the ad, I dot land on the website. Keep that in mind. And then we have at two cart. So these are ecommerce metrics. So people clicking on the at to Cart button, basically. Then we have Webctent. So I clicked on the At to Cart button, landed on the product page. That is the product page views, basically. Then we have initiate checkout. I Add to Cart and then click on Checkout after adding to Cart. And usually, of course, your at two cards are going to be way higher in terms of the number than you initiate checkout because there's going to be a drop off in every stage there. Then you have purchases. Again, if you have purchase sale as an objective, your purchase will be equal to your results metric and you have, let's say, number of people about ten belts and you're going to have ten purchases there. Then you have a cost per purchase, how much you spent on meta advertising to get one purchase. That is that, basically. I want to have this as low as possible. Then you have purchase value. Okay, they bought a belt, and then at the same time, they bought, let's say, a jacket and a bag. So they bought three items, right, at the same time, one person. It will count as, let's say, one purche let's give it another example. A person comes in. One person buys a jacket, one person buys a belt. The jacket, it will count as a purchase. The belt will count as a purchase, right? Both of them are the same, but the value of each product is different. Belt is, let's say, 60 bucks. The jacket maybe 300 bucks. So you're more profitable with that jacket sale. Then we have RAs. This is a really, really important metric. This is the end all BO metric almost for ecommerce metric, end bell metric for an ecommerce store. So the ratio revenue generated to and at SPEP What does that mean? So basically you spent $200 and made $600 in sales. That gives you a three Robs. If you spend $1 and you get $1 in sales, that will give you one Robs, which is not great, but that gives you the return on ad spend. But you also have to understand that person who's spending $1 in ads, getting $1 in sales, there is the cost of products. There is the, you know, cost of delivery. You have a lot more costs because you're spending $1 and getting $1 in sales is not great always. So you have to calculate cost of the products you have, the cost of other stuff, the cost of Shopify, whatever the case may be, you have a lot more cost. So that's why you want to achieve higher than one Ros. Three Rows and more, I mean, depends on what you're selling, what your profit margin is, we're going to cover those as well. Then we have leads. When someone submits their information, becomes a lead, and if you're optimizing towards that, the lead number will be equal to the number results. And then we have cost per lead. You want to have this as low as possible. Let's say you spent $150, you get 15 leads. Your overall cost per lead is going to be $10. So these were the important metrics that you are going to see in meta Ads Manager, and I will jump into the ads manager and show you how you can see those metrics depending on your goal. Alright, see you the next one. 18. Creating a Custom View (Coloumns): But in this section, we're going to be looking at creating a custom dashboard since we know what metrics are. When you're in your Adcount like this, you will see you can arrange which metrics you want to see first when you run ads on Meta. So this is an existing add account which has some ad span. So I'm just going to scroll it to the right. Will see these metrics. So we have recommendations not important. Okay, the results. Okay, we covered the results. What is the result? Depending on your optimization goal, it is basically that. So let's say I'm optimizing towards sales, website purchases, and you can see I am seeing the website purchases here. That is good. If I scroll right, I can see reach, frequency costs per result, I can see my budget, daily budget here. Amount spent, I didn't cover the amount spent because it's so obvious, like the cost how much you spent in that given time frame here. So if I say last seven days, I will see a different number here. Then I have impressions costs per thousand impressions, which is CPM. Again, since this is a sale campaign, you can see the CPM is a little higher here about ten. I have my link clicks here. I have my costs per linklix here over $1 almost $2 here. Click through rate. Again, you can see, I need to focus on my click through rate on this active campaign. It is below one here, 1%. So I need to get this about 1%. I can see my clicks, and you can see clicks is 1007. If I go left, you will see Linklixs almost half of that. So a lot of people clicking on maybe comment section, my profile picture, anything could be a click swiping. That could be a click, as well. And the Linklix is different. I can see my click CTR. This is not Link click through rate, but it is click through rate. So this is all clicks. This is inkClick. So this is the half of it again, and we have the CPC as well. So if you want to change this, maybe we want to add return on at span here. How are we going to do that? On the top right hand here, you can see this three columns next to each other. Click on that, and then we have a bunch of options. So you have the preset columns that you can use that is up to you. So if I click on this, we can see the preset columns. So you will see performance delivery performance and clicks. Right now, this is selected. If you're running an engagement campaign, you can select to those app promotion, traffic, engagement, video engagement. So if I click on this, it will show me more video engagement related metrics. Let's click and see how this looks. So you can see the through play metrics we are seeing Cost per through play. We covered that as well, either 15 seconds or completion of the whole video. On the left hand side, we have three second video plays, and then some metrics which I didn't cover, video plays at 25%, 50%, 75%, 95%, and 100%. So these are pretty self explanatory as well. Like how many people watched till the end of the video here on the 100% video play. This is how many people watched till the half of the video, 50% video play, and video plays at 25%. These are good metrics to see where you have the biggest drop off. But again, you need to if you look at just one video, you cannot tell much. You need to have three or four videos so you can compare if there is a bigger drop off on one video or maybe one video has a really strong hold of people from, let's say, 25 to 50%, and you try to mimic and go back to the video, see what is going on there. And then we have all the video related metrics. So let's click on this again and let's click on Discover Me column presets. As we go down, we have sales related stuff now. So we sales related metrics, but this is not my favorite guys. I want to go back and I will go all the way back and click on customized columns. So I usually customize my own columns, and you can see on the right hand side, you will see which one you want to see first. So let's say I don't want none of them, and let's create our custom dashboard, basically, and we will see our columns together. So if you're running a sales campaign, in this case, we are we want to see a couple of important metrics. Reach I always want to see my reach impressions and frequency. So these are my base metrics, right? I want to see how many people I reached, how many impressions, and what is my frequency. So these are the base metrics that I use. And I will go down here. I will now want to see cost per thousand impressions. It is the first important metric that you want to see if people are actually responding well to your ads. So this is the one that I want to keep, how expensive that is, if if my ads are resonating with the audience that I am targeting. And let's go down here. So these are not really important engagement stuff because we're not running an engagement campaign, messaging not really important, not running a messaging campaign. So media, if you're running a video heavy ads, this will be important, but I am not in this case, I will go down. Okay, now let's add some click metrics. I want to add Link Clicks. I want to add Link Click Through Rate. Let's see where is my link click through rate. I will want to see that. So, okay, link click through rate here. Okay, I will go down. And we are good to go. I don't want to add cost per click here, guys, because we are not charged by clicks. That's why not important. I want to focus on CPM instead of cost per click. Let's go down, and now we have the conversion metrics which are really, really important. At to card, I want to add this. Okay, we want to see the checkouts initiated. So I want to see the drop off from at two cart to checkout initiated. That is important metric, and I want to see, of course, purchases. So we're going to go down. We'll see purchases here. So I will add this, and if you go up, you will see total value and cost. What does that mean? So you can see the value of your purchase. So what is the basket value, right? If I add, let's say, a belt and a jacket into, like, one purchase, the value will be higher and the cost, how much I spent to get that purchase. So I want to add those as well. Let's go down, value. And here I want to add the cost. That's good. I will go down. We have the custom events. We haven't created a custom event, so we do not want to add anything. Goal, budget, and schedule. You can add your goal, but we already know our goal, that's all good. Let's go all the way down, and we are all good. So I want to add ROS as a metric, as well. So here we have the purchase return and at spend. I want to click on this. Now I can see my return and ADSpen it is asking you which ROS in app purchase? We don't have an app, so I'm just going to keep this. And on the right hand side, purchase conversion value. What type of purchase conversion value? Just website. I want to keep that in and nothing else and purchases, website purchases. I will go up and website initiate checkouts. I will go up and website at to carts. Cool. We are all done and dusted. Now, I want to save this because every time you log into your dashboard, you won't see this unless you save it. So I'm going to say Jim's view, let's say, and let's save this bad boy. Cool. Now I can see them in the order that I want. So you can see it is not in the exact order, but we have to work towards adjusting the order here. But we have all the necessary metrics. If you don't want to see it, you can see under if you click on this, you have the gyms view that will show up here. Okay. So if you can't see it, you want to come here and view your column presets and I will be able to see my gyms view if I can't find it. So I have my website purchase value here if I hover over this or make this a little bigger. Okay, purchase conversion value. So in total, we've sold $390 worth of products, and we want to drag this to the right, and we can see what is our return and aspect. It is 1.3. Every $1 we put in to Meta for advertising, we get purchases in value of $1.3. And it is not amazing because there's the cost of goods here. We want to make it three or 3.5 to be actually profitable for the clients. So we are going to do that. We are going to optimize it. We have 76 at to carts. In the last 30 days, we have 38 checkouts, and out of 38 checkouts, we have 15 purchases, which is a normal drop off guys. I Shope fide default pages. This drop off is quite normal, which, okay, we have frequency is a little too high. Maybe we want to check something. We don't do any re targeting in this campaign. And even though we have a quite high frequency. So we might actually adjust our targeting a little bit, maybe exclude website visitors, so on and so forth, and you can see our frequency is a little too high. That might be the case why this is impacting or calls per thousand impressions, people might be reporting if they see our ads too much. And link click through it, we want to get this as high as 1%. Maybe about 1% would be ideal. And we've gotten 70 per sorry, 15 purchases, and we paid $70 to get one purchase. So if I say, You know what? I want to look at the last seven days, so I will just click on this date range icon. And I will say, You know what? I want to look at last seven days here. So if you look at last seven days, you can see our purchase return on at SPAD ROAS is a little bit better. So it is going to a better direction. And we were at 1.3 if you look at the last 30 days, but in the last seven days, you can see we are improving our campaign performance. It is now 1.5 here. So instead of 1.3, it is at 1.5. Linklkthrate is still the same. Frequency is less. So we can say if the frequency is lower, our performance is getting better. Per thousand impressions is still the same here. Impressions and reach, we're not going to look at that as much in this case. We have five purchases 11 checkouts and 20 at the cards. Again, like four to one ratio from website purchases to at to cards, which is quite normal. And we can see overall website purchase conversion value is 502 from all the sales that we've done. You can see we can make some adjustments, but the number one adjustment I want to make is definitely the CPM. And I will show you what are the main three metrics you always want to look at when you're optimizing your campaigns, but we still have time. I just wanted to show you the dashboards here, how you can change your custom dashboard. We're going to click on this and then come here and you can select what metrics are important for you. For a sales campaign, these are all important metrics. But let's say you are not running a sales campaign, you don't want to include checkout to initiate it or, you know, return at span. You can take them all out. You can just put in leads or results as a goal here. So where was our results here? It was at the very top underperformance. So you can just include this and we'll show you the number of leads. You don't have to include the rows at all. So we're going to cover everything in more advanced level. So this was the beginning, and in the next section, we're going to be looking at retargeting and really get into the meaty parts of Meta advertising. See you in the next one. 19. Common Campaign Setup Examples: Body in this section, we're going to be looking at really common campaign builds. I will show you on a spreadsheet, and we're going to jump into a couple of actual campaigns that are live, and I will show you how much we are spending, and I will show you some advanced ones as well. So if you are new if this gets confusing, don't worry. We're going to dive into every single bit later on in the upcoming video. So let's jump in, and we can see one campaign built. So we have one campaign, so you know what campaigns our assets are and ads are. So this is a really common campaign built, and you will see this all over the place. Why, why, why? Because meta Ads is so smart nowadays. You don't have to do multiple targeting. You don't have to have multiple asets and target different audiences. Metas algorithm will take the audiences that you give and take this as a guidance. So we have one campaign, and under this campaign, we will have one adst under this ad set, we will have multiple interests and behaviors stacked in one AdSet like the example that we covered, right? And underneath this one, we will have one, two, three, four ads. So this is a really common structure that you will see. Let's say you're running four ads simultaneously, and after a week, you come back and you see one ad is not doing so well and you can actually pause that ad and design a new ad and put it in. Usually, if you have $10 a day budget, four ads will be great for you. And you can even do with three ads if you have $10 a day budget. And this structure, guys, with the current meta ads, algorithm, you can go as high as $1,000 a day. The reason being is it is such a smart campaign, such a smart algorithm right now, and you don't have to add multiple, multiple adsets, multiple re targeting atsets, multiple different assets that you target, different age ranges, different interests because meta Ads algorithm will learn faster with this type of campaign setup. So you're going to have one ad. It could be a carousel. It could be a single image. It could be a video. It could be anything. You can have a catalog here. And if you don't know what those are, we're going to cover everything in later videos. So this is a really common AdSet. You can start as low as $10 a as long as you are profitable, as you increase your budget, you want to add more creatives because meta algorithm will run through the creatives faster. Let's say you're running with $10 a day, and you increase the budget slowly, and you see you are profitable. You can increase the budget to $20 a day, 100, 200, 400 and even up to $500, maybe 1,000 they with this campaign built. And even with this built guys, you will still see great results. The reason I say this is because Meena's algorithm is so smart, they will find the best user for you to actually go off shove the ads to, right? So you can put an interest stack. Why do I say multiple interests? Because you don't need to test single interests anymore as you used to back in the days? Now you can put multiple interests that you think are relevant, and Meta will take that as a guide. If you let's say increase your budget to 1,000, four creatives won't be enough, right? If you let's say increase your budget to $100 a day, you want to have at least six to ten creatives. And let's say you increase your budget to, let's say, $1,000 a day, you want to have at least 20 creatives running simultaneous. So let's cover one more popular campaign setup. And this is a really similar campaign setup. We have one campaign. We have one ad set and four ads. The only thing different here is we are doing a broad targeting. What does a broad targeting mean? We basically do not target any interests like we did here. We don't target any behaviors, any job titles, nothing whatsoever. We are just targeting age and gender. Let's say, 18 to 35 male or 18 to 35 all genders. And we let Meta find the ideal users for us. And you will see in most cases, especially with e commerce, if you have an e commerce, like if you're selling products online, ecommerce works extremely well with this broad targeting guys. So of course, you still want to target a certain gender and age if you have a specific gender, but do not add any targeting because man's algorithm is so smart. In seven days, they will find the ideal user in just, like, a click, right? And the only difference you have is the target. You're just targeting literally all the interests. The only, it is the similar structure in terms of the budget. You can start with $10 a day with this one and go as high as $1,000 a day. I mean, you can go as high as $10,000 a day. I've seen at accounts $10,000 a day in one AdSeT and they just add new creatives here. They maybe have 50 different creatives here add one at two, at three, at four, at 50. Like, up to 50 ads running simultaneously. They are doing broad targeting. And it works like magic, you will be surprised. Let's go down, Let's take a look at another campaign setup. This campaign setup is a little bit different because we have two campaigns running simultaneously. We have one campaign, and this example is using, let's say, $100 a day setup. I don't recommend if you are running $10 a day budget with this campaign structure. The reason I do not recommend this because for a retargeting campaign, this is a retargeting campaign. You need at least a certain budget, which is, I would say, at least 60 to $70 a day. If you don't have that, do not have a retargeting campaign. And why this works so well is, guys, you are using 90% of your budget on cold audiences. So 90% of budget goes into this campaign, and you have broad targeting, just age and gender targeting, and then you have four ads. Again, you don't necessarily need to four ads minimum, I suggest four ads, but if you have $90, you want to have six to seven ads here. And then on the retargeting campaign, you have $10 a day, and you are targeting retargeting website visitors, right? You are targeting people who visited your website and people who haven't bought yet. The reason I introduce retargeting campaigns, and I'm going to cover what a retargeting is, the stage of retargeting how you should launch a retargeting campaign in later videos, but I just want you to see a common campaign bill. So we have two campaigns. Under this campaign, we have one AdSet and four ads. And under this retargeting campaign, we have one adset and only targeting website visitors. Why? Because our budget is still small here, right? Our budget is still $100 a day. And here we are only allocating 10% of our budget. And since we have $10 a day, we don't need to have multiple ads like more four ads here. Two ads will suffice. Maybe we have a catalog ad. If you're running a let's say ecommerce, if we have an ecommerce brand, we have a catalog ad, and other ad where we just handle objections. Let's see one more campaign setup. So we have one campaign here, and we are using campaign budget. So, guys, by now, you know what a campaign budget and an at set budget is. So if we have a campaign budget, and let's say we have $100 at spend here. So if we have a campaign budget, MEDA will decide where to spend that budget. So let's say you might spend that budget, 60% might go here. Uh 30% might go here and 10% might go here. Depending on the performance, right? They will start testing with small audiences, and once they see, let's say, this audience is doing well, they will pour more budget into this adset. So that is campaign budget means, which is also known as CBO campaign budget optimization, but now it's called campaign budget. So we're going to have, let's say, four ads here. These will be the same ads. So same four ads, same four ads, and same four ads. So we have one interest stack. What does that mean? So I want interest stack. So the reason we have two assets, we want to test different stacks of audiences here. Let's say I have a clothing store, and I have some clothing store competitors, right? And let's say I'm running ads for Nike. And I have competitors here. What does that mean? For instance, Adidas Reebok, let's say, I don't know, all these all the other competitor shoe brands I have here as an interest. And I'm targeting those people. And I have the same four ads, and under this one, I have different stack of audience which are meaningful together. That could be running shoes. That could be, you know, running accessories. That could be fitness accessories, fitness shoes, tennis shoes. So I have a different stack of audiences here, which makes sense together. And I have the same four ads. And on the other adset I have broad targeting, and I'm letting Meta find the audiences and after a while, you will see these two assets, let's say, after two months, are driving majority of the sale and very profitable, and then you can come in and pause this asset. This is a really common one, as well. And keep in mind, we are using adst budget sorry campaign budget optimization. So Meta will decide, let's say you have 100 here, they might spend only $5 on this one, $50 on this one, and $45 on this one. So it will be up to meta, basically. And if we go down, we have one more campaign setup, which is almost similar almost exactly the same as this one. The only difference is we are using ATSAT budget optimization here. Does that mean? So up there, we let MA decide what to spend on each atset. But here we are controlling what we spend on each atset here. That is the difference. So what we're doing, let's say, on the AdSet one on interest SC atseT we're spending 40% of the budget, right? We're controlling the budget. So we are spending, let's say, $40 here, right? Let's say it is $40 on this one, 40% of the budget, and we have $100 a day in total. And we have here a broad targeting atseT and we also want to spend another 40% of the budget. So we are basically spending the equal amounts, and we have a re targeting asset. So you don't need to create a separate retargeting campaign if you are using asset budget optimization. So in our case, we are using a set budget optimization, and we have $40 on this asset and interest stack. We have $40 on this one, which is broad targeting, letting Meta decide, and $10 on, let's say, people who visited our website, right? We covering the full funnel, middle of funnel, top of funnel, and bottom of funnel. So we're targeting cold audiences, warm audiences, and hot audiences in just one campaign. The only thing is, we want to have different creatives for our re targeting campaign. Keep that in mind. This is also a really common campaign built. You will see that a lot. Let's go down, and this is a little bit more advanced campaign built, and you will see why. So we are going to have three campaigns, and you want to have at least $200 a day for this campaign built, guys. If you want, you can screenshot this, and let's start covering. So number one campaign is a scaling campaign. So we are scaling. We have one assets, one campaign, and we are targeting everyone. So we are only restricting algorithm if we if we know a certain age range is going to buy from us and a certain gender. So only age and gender targeting here, and this is the adset number one. Since we have a quite big budget, we have, let's say, eight to ten different ads running simultaneously. And here we want to use the proven ads, proven winning ads. So you don't start a brand new ad account with this campaign structure. So you ideally want to start either this campaign structure, this or this or this, the first one. So these are really simple structures. You start with those. Ideally, you want to start with this one, guys. So one interest stacked and four ads under one campaign. Then once you increase your budget, you are ready to scale, you can come to this campaign structure, right? And we have the second campaign. This second campaign will be using a retargeting campaign, retargeting audiences. So you can stack all the retargeting components. People visited your website, P edit to card, people engaged on your social media. So this will target warm and hot audiences at the same time. And you can have three to four different creatives. One could be a catalog ad, two and three could be video ads. It is up to you. We're going to come to creative testing strategies, and you will know what I'm talking about. And this is re targeting only. And you want to have again ten to 20% of your budget on this here, no more than 20%. Most brands I work with, they are not profitable after 20%, and some brands, they're not profitable after 10%. So your cost per acquisition and cost per purchase will increase. People get bored of seeing your ads, depending on the number of people visiting your website. I ideally suggest keep it maximum 20%. Ten to 15% would be great. 10% is ideal. Sometimes if your budget is so high, 5% will do the job of your entire budget. Then this makes sense. You are familiar with the setup. We have a second campaign that is retargeted. What the hell is this third campaign? This should be the third campaign. So what is the role of this campaign? So in this campaign, we are using ATSAT budget optimization. So you know ATSAT budget means we control how much we spend on each ATSA the whole purpose of this campaign is to test at creators. So in each at set, we are going to target broadly, which means basically just age and gender targeting, and the targeting has to be identical. So if you're targeting 18 to 25 male, we have to target 18 to 25 male. If you target 18 to 65 all genders, you have to target 18 to 65 all genders in all four. So and under each headset, you are going to have one creative. That's it. And this creative will be different than this creative, and this creative will be different than this creative, and this creative will be different than this creative. So the whole purpose of us doing this is we are AB testing these creatives at the same time. So at one point, we are spending, let's say, $20 here, $20, here, 20 here, 20 here, and we're going to end up seeing a winner at the end of one week. So the ideal creative testing strategy, which I'm going to cover, but I will briefly talk about it. You want to spend $20 each and wait one week. If you're spending $10 each, you want to wait two weeks. If you're spending $5 each, you have to wait longer than that, right? Or if you're spending $50 each at set, which is $200 for this creative testing, and then you don't have to wait for a week, three days or two days even, you will be seeing your winners. So let's say at the end of this week, you're going to have one creative has, let's say, ten oasRturn on Aspen, right? Driving most of the purchases, and this one is maybe two Roas. This one is one Ros. This one hasn't driven any purchases yet, right? This one is not a winner. This one is clear winner. So what you're going to do at the end of this week, you're going to take this winner and then add, let's add number X. You're going to take this winner and put this into this campaign. So you're going to use exact same creative and add one creative into this campaign. So this is your scaling campaign. So you want to have your winning creatives in this campaign here. So let's say in seven days, are you going to pause this campaign? No, you're going to launch another four different creatives. So you keep running this creative test simultaneously, and at the end of every week or every two weeks, depending on your budget per each at set, you're going to have a winner, and you're going to use that win in here. You're going to add this winner here. So this will basically get and use the proven at creators and scale scale. You're going to increase the budget, be more profitable. And here, you're going to be testing at creatives. We're going to talk about how to test at creatives in the later modules. But this is just an example. So hope this is clear. And I will show you how this all looks in an active aticoun. Alright, we are in one dicoun and you guys can see we are spending quite a bit on this atico. How much we're spending, I think we're spending $200 a day. So if you have one campaign and one at set, it doesn't matter if you're using atset budget or campaign budget because you only have one at set, right? That doesn't matter. So we are spending $200 a day, and you can see our cost per lead is $50. And we're driving real estate leads for this business. And we don't need multiple lead. We don't need multiple campaigns. We don't need multiple at sets Mana's algorithm is so smart. The main thing we focus the at creative. We use AI generated at creatives, user generated at creatives, just static ads, just offer ads. We have a lot of ad formats that I'm going to show you in the later videos. But this is just one campaign. And if you click edits, and you will see all the settings, what we are doing basically here. So we can see campaign objectives leads. We are using atset budget doesn't really matter because we only have one. So as we go down, and if I click on the AdSet level, you will see what I'm targeting. So 25 plus in terms of the ages and real estate stacked. So you will see everything is stacked, so we're spending $250 a day, and everything is real estate stacked. So look at this targeting. So property finder related stuff, all property industry, real property, zero and property related, as well. And my estimated audience size is 1.8 million to 2.1 million. And you can see this, and we're using advantage placements as well. We have a quite large audience, but we are targeting a 20 kilometer radius. And you will see as we go to the ad level, you can see I have maybe five active ads at the same time running one, two, three, four, five, six, and I can add more, and you can see all of the ads are driving great results here. All of my ads are performing well. So I'm not going to pose any ads here. So this ad is not doing so well. I might pause this one because meta is not spending on this campaign. You can see my ad creative is doing the heavy lifting. We're testing hooks, we're testing the style of the video ads, and I will talk about all of them in a later module, and you can see just one campaign and one adset and multiple ads. So that is one common structure. Let's take a look at another example. So we have here, do we just launch this one actually? We have ecommerce. The previous one was basically a lead generation business, B to B to C lead generation business to consumer. So this one is basically an ecommerce store, right? We are selling ecommerce products, which basically apparel, T shirts. So what we have here, you will see the same common theme here. So we're going to click on this one, one champagne and you can see we have one active ATSet here. So I tested both of them here. I used campaign budget optimization like the ones that I showed you, one broad targeting and interest tat. So the interest stat performed better than the previous one. You can see my return on ATSpNROS is way higher on this one than this one. So in this one, we are profitable on this one, we are not. We are losing money. So that's why we are using just this ATSet. And under this atset, if you click on this one, you will see we have three to four different ads. We have three different ads live running at the same time. We have one causel which is catalog ads connected to the catalog and two video ads. So one video, yes, one video and one staticad. You might be asking, Jim, why do you have less, like less number of ads compared to the previous example because our budget is small here, guys. So if we come to edit here, most likely we are using campaign budget on this one. Yes, we are using campaign budget, and you can see we are only spending $47 a day. And the previous example, we were spending $250 a day. So that's why we don't need more than three or four different ads. So let's take a look another example. On this example, this is a really advanced campaign. Reason this is an advanced campaign because the client has some requests from us, and their request was, Look, I want to have an awareness campaign where we have an awareness campaign objective. I want to This is top of funnel. I want to have a middle of final campaign where we have a middle of funnel campaign where we target warm audiences with specific creatives to get them to the website using traffic objective as Landing page reviews, and we have a creative testing camp. Our budget is quite big on this campaign. This account, that's why we are able to do this. And we have a bottom of funnel campaign, and we have one sale campaign. This is not ideal, but sometimes clients will request stuff like this. Then you will have to run an awareness campaign where you target certain audiences, exclude everyone who interacted with your business, so you basically show your ads to brand new eyeballs because this brand is really big and like everybody knows this brand, it is an existing brand, so that's why we don't want to show our ads to people who already know this brand, right? We want to show our ads to people who have never touched or seen or interacted with this brand before. That's why we are using this strategy, and this was clients specific request because I told them awareness campaigns are not going to fill the pockets. Awareness camp. You're not going to see the impact of this awareness campaign in real time. But they wanted to have this funnel, so we worked with this client in this way. And we also have one more example, which is gym example. So this is a gym franchise. You can see we have one campaign and a traffic campaign for each location of the gym, and we have four kilometer radius around each gym, and we are using traffic objective. The reason we are using traffic objective instead of ecommerce and sale is we cannot have tracking on this campaign setup on their website. It is impossible to do tracking. They are using specific software that disables us to set up conversion tracking because that's our only way of basically running ads and giving something to the algorithm. Because if you run a sales campaign and don't have tracking, the algorithm will get confused and not give you great results. And you can see our KPI is basically clicks and click through rates. So I am focusing on having as high as click through rates, and you can see my click through rate is quite low on this location. So I will change my creatives here, and I have three to two different creatives since the budget is really small. So I have one active ad on this and these ads, by the way, inner ads. We AB tested these ads, and they work quite well. So you want to have at least three to four at creatives regardless of your budget, and I'm going to add new creatives on these ones as well. So this was a brief overview of common campaign setups. You are going to see different common setups as well. These are just a brief overview. And if you just don't take anything away from this course and just know this, that will make you succeed. Basically. You want to focus on your creatives and not the campaign setup so much. There are multiple setups as we went over, but setup is not your winning ticket. Your winning ticket is finding the winning creative, right? You will have one creative which will drastically improve your performance instead of finding a really good audience signal for Meta to find Meta's algorithm is way smarter than you think, especially nowadays. Alright, guys, hope this was clear, and I'll see you in the 20. What is Retargeting: Everybody, in this section, we're going to be learning what is retargeting. So if you know retargeting, I still suggest you stick around because you're going to learn new things because meta as is changing constantly, and how we do retargeting is going to change, as well. We're going to start with what is retargeting. We're going to start with the basics, and then we're going to learn how retargeting stages and re targeting era change in today's day and age in advertising and meta ads. Then we're going to cover the common retargeting creative example. So let's start. What is retargeting? So basically, we are showing our ads to people who already seen our brand, right? They already interacted with our brand. Not necessarily they don't necessarily need to see our ads before, but it is a tool that we mainly use to show our ads to people who visited our website who engaged with our Instagram ads, who viewed our video somewhere, and we retarget those people, right? So how do we do that? There are many ways we can do it. Meta allows different ways for us to use this retargeting function, and it is super effective. Usually, retargeting ads are going to be your most profitable ad campaigns. Number one is meta Pixel. So you guys remember we set up our tracking for lead generation via meta pixel, right? That's when you do that type of tracking, you will showing your ads to those people who edit to card, purchased the product, or maybe edit to card and didn't purchase a product. Via this pixel? If you do not have a pixel in place, you're not going to be able to use that functionality, right? But on ShopifiR for instance, when we set up our ShopifiR tracking, via the API, you know how we talked about they have their own servers. That is basically how we do the retargeting on the server side. So these Meta Pixel and the API are basically super, super similar conversion API, via the service side when you have Shopify store, for instance, since they have their own service, this is going to be a little bit more accurate. Ten to 15% more accurate data. Or if you don't have tracking, or you have tracking, but we can still do re targeting on meta platform, such as let's say they interacted with your Instagram, they interacted with your Facebook content, they interacted with your let's say, ads on platform. Let's say they liked your ads, viewed your videos, opened your lead form and visited your business page, so we can retarget show our ads to those people again. Or we have a first party data. What is a first party data? First party data is a list that you somehow have. Let's say you have that list via your brick and mortar store, right? You people visited your store. You got their email address to process the payments, and then you can upload that list to Ma and re target that. That is really efficient for businesses who have their brick and mortar stores, right? I'm going to show you some ads or I work with some brands that have, let's say, they make 500,000 a month, what their stores? Like, they have ten stores in Melbourne, Australia, but they also do online sales, and they have a majority of the sales coming from online, 600,000, 700,000. So in total, they make a good amount, but we also want to use that customer information that we own for ourselves and upload it to meta ads. That will be your first party data. We will use that as well. And then why are we targeting work? So we know our normal ads, they can convert anytime. We're going to cover the creative strategies, and you show your ads. And some people, they don't need many touchpoints, right? Let's say you're selling a T shirt and they really like the ad. They really like that T shirt. They visit your website and they buy. But it is rare, guys. It is quite rare that a person sees an ad and they immediately act. That sometimes happens that usually happens on Google Ads. For instance, they are actively searching for something, and on meta ads, that's not the case, right? We interrupt. That is an interruption based marketing. We interrupt their daily lives. We interrupt their scrolling on meta on Instagram. So we sure as to those people. And again, since that is the case, our conversion rate is not going to be as high as Google, for instance. On Google, if a person that person, let's say, lost their keys to their home, right? They are searching for Lock that person has to find a Locksmith. They're probably going to click or leave their information on the first Locksmith ad they see on Google. But on Mena Ads, it's a different case story, right? And most people don't buy on the first touch. Sometimes it requires five to eight touch points before making the purchase. So that's why retargeting is really, really important, right? So your brand is being seen by your potential customers, and you're using the retargeting to make that extra nudge, right? You're just poking their shoulders and saying, You know what? You forgot this. You should buy now and take action now. So that is really, really powerful. Let's say a person visits your website and looks at a product, right? And they leave without buying. There could be many reasons why they leave. There may be wife shouting in the background, they're having an argument. Maybe they're scrolling through Instagram at work, and their boss just walks into the room and they, oh, let me put my phone into the pocket. I want to look like I'm working, so on and so forth, right? They leave without buying. And later that day, they see an ad for the same product on Instagram. And they are reminded, they're pulled back in and they are more likely to convert that data. So that is basically what retargeting is. You're basically reminding people that they forgot to make a purchase. And in the next section, we're going to be looking at the retargeting stages and how it is changing in the new era. 21. Retargeting Stages & New Era in Retargeting: Guys, let's dive into the targeting stages. So we briefly covered beginning of this what top of funnel, middle of funnel, and bottom of funnel is. If you haven't seen that, go watch the first videos, and then you will understand what I'm talking about. So top of funnel is the first touch point of that customer with your brands, right? As I said, there are going to be some people who are going to buy right away. That is a small minority, though. It's not really common. Middle of funnel, they are actually using those things, but it is not that strict. So Google and Ma, they give the seminars. They're billion dollar companies, and they invest ton of money into research, like how people make purchases online. So they know it is not a strict, but it is a good visualization that a person sees, get introduced to your brand, and then they get warmer, and then you do your retargeting. But overall, we want to do is make it simplified. So we want to make things simplify and our creative and messaging and targeting will change based on that. So we call retargeting as middle of funnel and bottom of funnel. Some people call retargeting as just bottom of funnel, right? But you have to understand we can call middle of funnel and bottom of funnel as retargeting. We're going to cover them as retargeting in this stage, right? So we cover top of funnel is also called cold audiences haven't heard of your brand yet. They don't know of a problem, maybe. Maybe they're aware of a problem they have, but they don't know you have the solution. They don't know who you are, basically. Worms, they know you exist, but they don't know why should they buy from you? And bottom of funnel, they are fully aware. Maybe they converted or about to convert. So let's cover what they are. So middle of funnel, let's start with the middle of funnel. This is called the warm audiences. You will see MOF in a lot of advertising accounts. If you start auditing meta at z accounts, you will see this as MOF, middle of funnel. So they're not total strangers like top of funnel, right? They're not called audiences, but they are not in a ready to buy mode, right? They're not going to buy right away. So we want to give them some extra reasons for them to buy. So they might be engaging with your Instagram, maybe they visited your website. It could be all middle of funnel. But if they add it to carts, maybe they checked out, they're not middle of funnel. They're almost bottom of funnel. Middle of funnel is just kind of in the middle stages, right? So they're in between, right? They're curious, they're considering, but they need more reasons to buy from you, right? So they don't trust you as much, or they might have other objections that we're going to cover. So the role of this middle of final stage of retargeting, number one, is educate. We need to give more context about who you are and why they should listen to you, right? So you are educating them about the problem, about the product, about who you are, basically. And we want to nurture those people, right? We want to provide some credibility, testimonials, case studies, how the product actually works. And we want to also overcome some objections, right? And middle funnel is basically turning that, you know, consideration stage into ready to buy stage, right? Maybe they get into that ready to buy stage, but they're not really in the mood to buy. Maybe they forgot their, you know, credit card information. Like, don't their wallet is in their cars, so on and so forth. And then what are common middle of final audiences in meta ads? So, number one, I would consider website visitors, which are also known as WV. You will see that as WE in a lot of meta Ad accounts, but not purchased yet. So video viewers, let's say, we are running a video ads, and they viewed 25% of your video 50%, 75%, 95% of your videos, and that also classifies as a middle of funnel audience. Maybe they engaged with your Instagram posts, Facebook page likes, and they liked your Facebook page, commented on some of the posts, shared it or saved. They also count as engagement metrics, or maybe they viewed a product page, but not added to card or not initiated checkout, and they didn't by either. So here we are actually basically covered this middle of funnel audience. And you might be asking, G, what is the difference of that from bottom of funnel? And we're going to cover that right now. So on the bottom of funnel is basically, these are the hottest audiences. They added to carts, but they just didn't purchase. They might have common objections. Maybe that wasn't the right time, right? That person maybe only buys when they're at home, when they're chilling. They don't want to make a rushed decision. And you just show your middle of funnel ad maybe to them at their work. And they're not ready to buy at this stage, right? They want to think, they want to see more reviews. They want to get their head into the right space, right? So they showed a strong intent to buy from you, right? Then we just need that nudge, little nudge by showing proof, creating some urgency, and get them to take action so the role of bottom of funnel, right? This audience type is the most profitable audience type, right? Why? Because top of funnel and middle of funnel stages of your funnel basically took or have done all the heavy lifting, right? You're just giving them a little nudge and they will convert. That is the most powerful thing, right? Converting leads into paying customers, removing the last objections, and creating urgencies offers 10% offs to that last bit, so they actually buy. So what are the bottom of funnel audiences in meta advertising ecosystem? Number one, people who added to carts, but they didn't purchase. They showed a great intent to buy, but they just didn't do it. Maybe they think the shipping is expensive, so on and so forth. People who initiated checkout by didn't buy, right? So you add to cart, initiate checkout, but when they see the shipping cost, maybe, they just didn't want it. Or you can qualify website visitors, but in the one to seven days as a re targeting as a bottom of funnel audience. Why? Because they visited your website in the last seven days. Or lead form opens but didn't submit. This is for lead generation, not for e commerce. But let's say they open the lead form. They are lead form ads in Meta, which we're going to cover. But they open the form. They filled out some information, but they didn't submit their information, right? So those are also hot audiences, bottom of funnel audiences. So maybe there are some existing leads who haven't booked a call or converted via the salesperson, maybe they just need they just need to be facing your brand a little bit more online, more touch points. Also we can consider repeat customers bottom of funnel, meaning they bought before, previously, and that is going to be the easiest see, and you will increase the lifetime value of a customer. So how much a person buys from you in their lifetime, right? So you sell them a product every single year. That is going to be a high lifetime value because it's not going to be as hard as to convince that person to buy from you again because you they come through the funnel of top of funnel, middle of funnel, bottom of funnel, and now they already know your brand. They already experience the product that you have. If they have good experience, of course, they will be easier to convert again. But if they have a bad experience, that will be a really hard sell. So let's cover the new era. What is the new era in retarget? So the new era is basically consolidation of middle of funnel and bottom of funnel. Back in the days, we used to have separate campaigns for middle of funnel, separate campaigns for bottom of funnel, and we used to be really nuanced in terms of what we targeting and what messages we used to put. But the audience signals are really inaccurate these days, even if you do the IOS 14 plus, whatever. Even if you do the server site tracking via Shope f. So server site tracking is more accurate, but you're going to see still some inaccuracies with your audiences, right? So you think that person, you're targeting the person who, you know, put their information in in the checkout stage, and they just didn't buy. But in reality, that person might have bots, and there might be an inaccuracy in that audience bracket. That's why we don't really rely on these specific audiences too much, and we want to consolidate them into one big campaign in meta ads. So we put middle of funnel audiences, people who engaged with you somehow, and you put the audiences that added to Cart didn't purchase, opened up a lead form, didn't purchase. You want to put them into the same audience segment and have as many objection handling as possible in the ads, and Ma is so smart. They will understand what type of which type of audience will face because they're not going to tell you what type of objections they have, right? So you have to provide meta all the possible creatives, right? We're going to cover what type of objections people usually have. And we want to show give meta all the weapons, all the possible ammunition so they can use and see which audience reacts the best to which type of creative. And let's move on. And going to have, as I said, since we have inaccuracies, a lot of overlap. So if you split them into separate campaigns like middle of funnel, bottom of funnel, and I've seen some AD accounts, guys, I can't believe it. Some brands, they make quite millions a month, and they still use this structure. And every time they get me to audit their meta Ads accounts, I consolidate them, and when they listen to me, their return on ad spend increases, and they trust the meta algorithm more, and it takes less time nowadays. Yes, if it was six years ago, I would understand that, but now meta ADS is changing, right? So, for instance, you don't have to separate a video view or audience in a different adset or campaign or a site visitor into a separate campaign or an AdSet. You put them all in together, have a big chunky retargeting audience. The algorithm is smarter than we are. And we think we can outsmart the algorithm by manipulating small tiny audiences. If they have seen this video, I will show them this video. But most likely that audience is not going to follow your funnel as you think they are, right? Because there's going to be leakages in every bucket. So you want to give the algorithm the best possible ammunition in terms of advertising creative, and meta ads will do the heavy lifting. So why one big AdSet works better? So we want to give them a mixed creative batch that is maybe depending on your budget, of course, like ten to 20 different creatives, or maybe your budget is really small for retargeting. You just put like three or four creatives on retargeting. And then Ma will understand each user's journey and show your ads to those people. Hope you're getting this guys. In the next section, we will go and see what type of retargeting creatives we can use, and we will see some examples. Alright, I'll see you in the next one. 22. Common Retargeting Creative Examples: Everybody in this section, we're covering the most important aspect of retargeting, which is why don't they buy it? Because you're not using the right creatives and giving the right ammunition to meta advertising. So when you give them the same creatives, and I've seen some people do it, even in the agency world, you think of agency people as, you know, smart, you know, they jack of all trades and stuff. But, you know, I've seen a lot of people who are in the senior positions, they don't understand the core principle of your retargeting ads should be different than your top of funnel. Reason being is, imagine you go ask someone out, they say no, and you go to them like an hour later and ask them out again. I mean, what are the chances they're going to say yes? Maybe 0.01. Like, it's almost impossible. You have to maybe, like, get to know that person, maybe show a different face of you, make jokes, you know, give them a flower, buy something like. I mean, you have to be creative put something in front of them different so they have to consider you as a prospect. So let's cover. So why top final ads fail at retargeting? As I said, some people use topo final ads in their retargeting campaigns, and it is to wake guys. So the topo final ads are designed to have a strong and not convert. Again, there are going to be certain instances where you're going to convert those people. I showed you a Lead Generation campaign example where we went over one d account, and I'm just using one campaign, one headset there. I'm not using any retargeting there because it's not a purchase action that I want them to do, right? It's just simple put their information. And for Lead Generation, re targeting is important, yes, but not as important as ecommerce, because on ecommerce, a person is pulling out his credit card, putting it on a stranger's website. There is a lot more commitment than putting your email and phone number. Keep that in mind. And no proof. Like at retargeting, people want to see what others think. Like, before you make a decision, think about you walking down a busy street. There are a bunch of Chinese restaurants. One of them is empty. One of them there's a huge queue. Which food you want to eat? Of course, the one that is crowded. Why? You think other people are trusting that, and you want to show that online. Exact same thing online. And urgency, you want to use urgency, as well. Is there a rule that you cannot use urgency on top of funnel ads? Of course not. You can use that, but on retargeting, it works way better. And right, let's move on and cover why they didn't buy and what type of objections we can hand them. So these are really common objections they have like on your top of funnel ads or, you know, warm audiences, they don't buy. And number one is the most common one. It is too expensive. They it is common. I mean, what are you going to do to solve that problem? Usually coming you know, 10% off on your first purchase type of offer on re targeting works quite well. We're going to see some examples. And I don't trust this brand. It is really common. The most common one, usually. They don't know who you are. Maybe they've seen you a couple of times organically, maybe a Google ad, right? They don't know you that you exist. They don't trust you. So we have to build that trust. Secondly, thirdly, we have, I don't need it right now, so it's not an urgency for them, but you have to show your ads. Maybe you have a marketing agency. They are happy with an agency. But let's say there's a problem happens with their current agency, and then your ads popping off, popping off. They don't need it right now. But a month later, your retargeting ads keep showing up to them. Oh, you know what? I'm having problems with my agency. And I remember seeing these guys, they trust you now, right? You built that relationship with your meta ads. And they when they need it, you're right there. And then what if it doesn't work for me is a really common one. Then now, if that's the case, that's the objection. You want to show them you have a money back guarantee, a certain guarantee that you have, right? Then some people might not be sure about the quality. Then you do quality testing. There was a really famous viral, like the first days or almost off YouTube, like when it first came out. There was a blender brand, right? And the Blender brand created a video series where it blended a series called Will It's Blend. And they blended, you know, iPhones, you know, they put stuff in the blender, and it was just crashing stuff up, and it became so entertaining, their sales boomed. So they basically demonstrated that the product is really quality. And they've just made a lot of sales with that specific campaign. It's just creative. You don't have to do that, of course, but just think outside the box when you're doing. I don't want the hassle of returns. Maybe you do free returns, maybe you display certain models and what they weigh, what their body shapes are. And then you say this person is wearing small. You can do that with your ***, you can do that on your website, as well, which we're going to cover. So I need to think about it is a really common one. Maybe that person really likes what you have to offer, but they need some time, which is extremely common. And that's why we do retargeting, right? You're going to have a lot of people that they don't want to buy right now? They have to think they're at work, people are busy. They're at school. They come home, chilly in front of the couch, looking at their phones, they see your meta ads on Instagram or Facebook or an audience network. Bam, then they're ready to buy. They think about it, and they buy. And then I'm confused about how this works, usually in complicated products or complicated offers. Then on your retargeting, you want to be really explicit about explaining each and every step, right? So if they're confused, you want to show a demonstration type of video. That is important. I've seen this before, but I wasn't convinced, meaning they are aware of that problem. They are aware of that solution, but they are not just comnced. So you have to make that convincing. And having simple guarantees, like if you think this is not going to work for you, we're going to give you a money back guarantee. Doesn't have to be money back guarantee. It could be like first month free for subscription based businesses. If they say, I already have something similar, which is a common thing, but you have to explain your role here is come with different angles and say, Hub this is a different, slightly different product and enhances their life in a different way. Let's see some examples. So we have one ad from True Classics, which is a great brand that I like, and you can see their ads on ME by going to Meta Ads library, which I'm going to cover half to see their ads as well. So you can see they are creating some urgency. This is also a scarcity almost sold out. Full colors almost sold out. So I know the brand. Okay, I'm introduced to them. Now, they regardless of am I in the middle of funnel or bottom of funnel, this is a retargeting ad. We can say that, right? Major deal alert. They're not introducing me to their brands anymore. I visited their site, but didn't buy, and now they're creating an urgency. Okay, I need to act now or they are sold out. We have a reminder. So the reminder will be basically acknowledging the past relationship with the prospect. So, this guy is doing this really well. Sabi Subi the owner of King Kong, and I like his ads, and he's doing really good job at retargeting, putting little humor into his ads as well. So look at this, so sorry to bother you. And, you know, he's acknowledging that you are seeing the ad again, and that kind of creates or takes away the annoying factor of the ad. So it is just a reminder. We have a comparison ad. This is more on the bottom of funnel stages. So if Meta shows this and Meta is so smart, they will show this to the people who are warmer, you know, middle of funnel stages, stage audiences, they will convert really, really well. Why? Because, like, they know your product exists, but they're not sure how you're different, right, basically. So this is doing that. This comparison style at us versus them it is also called as. We're going to cover all the creative strategies, which you will see this really commonly. So this is giving you why it is different than the other brands. So this will give you that nudge to buy. Then we have a really common one. This is meat and potatoes of basically re targeting ads, having testimonials, right? So this is a Jujitsu clothing, and you can see everything you need to start your JJSuoy journey, and this is like a testimonial from a past customer. And we have really happy with this purchase. Great quality for price. We'll be purchasing more hooks gear. So this is giving you more. Again, this is a video, but you can see this part of the ad aesthetic, and giving more testimonials never hurts. Again, if these are video testimonials, photo testimonials, they're better, but having this still works. And you're basically creating that environment where people are trusting you more, right? As I said, in the Chinese restaurant example, you will trust the brand or the restaurant that has more people waiting outside. And we have a great one. This is Simon, the founder of culture Kings. It's a really big apparel brand in Australia. They're actually a reseller, but they have a good brand. And this is a great ad where he is actually reacting to a really common objection, right? He has this paid community, and apparently he's claiming he sold his business for, like, $100 million or something, and he is, like, trying to get people to his paid partnership. As a common objection, a lot of people will think, like, Well, if you're so rich, why are you trying to get me to sign up to your program, right? Really common objection. And he's handling this and see squeehoting this and answering this with a video, right? Really common and a great way. So you can handle all objections yourself like this. Even you have, let's say, a ecommerce product, right, ecommerce purchase. We have a before after. This is ka. So ka is the brand of at pet products brand, I would say, like a pet food brand, and you can see they are shoving a great before after, which is also a testimonial, but as you guys know, dogs can speak, so we're just seeing the before and afters. And we can see this testimonial text from the owner, right? My chunky monkey is not so chunky anymore, and we can see the puppy is human and we can see the person's name, and that's great. So you can see the problems are gone with this product, and we see it before after, right? That's great. Let's see one more. So this is a really common creative type, which doesn't require any effort at all. It is just creating the catalog, and in Ya with your Shopify, I will show you how to do that. And you will be able to show your ads dynamically depending on what they're likely to interact with. Maybe they visited your site and seen this product like the green shirt, and Meta as will most likely show this catalog from your catalog. Maybe you have thousands of products, we'll show this product to that person because they've already engaged with this product specifically. That is amazing. And what will happen, guys, most likely, that is a really common not a problem, but people see that as a problem. 80 to 70% of your budget will go to this catalog ad because imagine the number of ads this will create. So this will be a carousel format, and there are hundreds of permutation, thousands of permutations, this product first, other products second, this product first, the other products second. And there's a bunch of different combinations that can happen in this catalog carousel. So you will see a lot of ads. So for instance, Amazon does that a lot. If you look at Amazon's ads, a As library, which I will show you when we come to the creative section, you will see they have dynamic catalog as a single image format, and they don't have to create a separate ad for each of the billions of products they have on Amazon website, right? Let's see one more example. So we have a reminder ad. This is a lifestyle. The person, the model is wearing the product. But the reminder is in the copy. This plus U equals meant to be. Again, a humor inserted and a reminder acknowledging the past relationship with the customer. Not handling any objections, but this is more of the reminder. Maybe it was not the right time that person didn't buy and maybe this is the right time. Let's see what more. We have a discount ad. This is a really old ad, but this will still work. It's a lifestyle ad. You can see the person is wearing Puma and look at the discount. So this is basically handling the expensive objection or maybe they didn't have time. But if they see this ad, most likely they will convert because you can use code extra ten for a little something extra off off your order. And if that person has been thinking the product is expensive, that little extra 20, you know, 10% off will get them through the door. Then we have a money back offer. Which is great. This converts really well. So 60 days to wash it and wear it. If you don't love it, returns are free. So look at this. What if I don't like this is an objection, right? And if you put that type of an offer, if they don't like it, they can bring it back and get their money back. I mean, that is the easiest way to convert those people, but not everybody can do or provide that type of offers in their ads, and that's alright. We're going to cover a lot more creative strategies. And this was it, guys. Again, think about this portion of this presentation. What are the common objections the people see. And when you're scrolling through your Facebook ads, consciously think Facebook and Instagram, if you see N A. Oh, okay, did I see this ad before? Or are they acknowledging the past relationship? Because that is really important. Think about it. And if you can determine up that is probably a retargeting ad, you are learning this as a great digital marketer. Alright, guys, I will see you in the next. 23. Setting Up a Retargeting Campaign: Section, we're going to be launching a re targeting campaign for a clothing brand. The only thing we are going to do here is not a complex setup, again, really low budget campaign. And if you want to look at the campaign here, click on this campaign, and you will see we have a stacked audience, one of the common campaign types, and you can see the ROAS is not great, 1.88 and the client is barely profitable. So if you click on this, you will see the daily budget being really, really small, which is, I think it was 47 something dollar. Let's go and if it is at SAT budget, no, it is campaign budget. So if you go to campaign, we can see the budget is $47. So I'm going to make it almost 10% for the retargeting campaign budget. I will drop the budget to 40 bucks here. The reason I'm doing this, I'm going to use that $7. I know which is not enough, but we're going to use that $7 as a retargeting budget. So I'm just going to click here. And as I said, if you are doing a campaign budget optimization, you don't want to put your retargeting campaign at in side of one campaign. And since we are doing an campaign budget optimization, we want to create another campaign. If it was an asset budget optimization, I could have just put this retargeting in here and then just the budgets like that. But in this case, it will be different. So I will just create a campaign, and the objective for this campaign is going to be sales, and we're going to click next. So this is going to be a retargeting campaign, retargeting, cool. All right, so everything is clear, campaign details buying type is auction. Campaign objective is here. And here, this is the Shopify catalog guys. This is automatically going to be selected, and we want to use catalog ads. As a retargeting ad, this is important. Once we set up the tracking from Shopify, the catalog is automatically connected to your business management. So now we don't have to actually change anything here from the catalog. If you want to see your catalog is connected with no errors whatsoever, you can click on this view. But I know I have connected this perfectly fine, and I'm going to enable this Advantage plus catalog ads, and it will automatically show the relevant products to that relevant user, and it will be dynamically showing the right products to the users who have seen the ads. And you can see the budget will be the $7 that we took out from our daily available budget, giving from the clients. So our highest volume is going to be the one that we're going to be using, and we haven't defined the audiences yet. I'm going to talk about those later. And I will say next. Now we are in the atset level, guys. Now we will say re targeting stacked. So, okay, now we're stacking the retargeting and performance call is nuts number of clicks. It will be sales. We want to change this. So maximize number of commercions, yes, and commercion events will be purchased. That's good. We're not touching anything else. Okay, so you can see it is created, but you have the ability to create different sets. What are those sets? Sets could be anything like you know, trouser sets, you know, T shirts, hoodies, different sets like that. I will show you that later on, but this client doesn't have many products. So there's no need for me to create specific sets. So you can see we have 309 products. That's not a lot. And we're going to go down. Okay, now, if you are using catalog ads, this option is given to you. If you're not using catalog ads, this won't show up. So this is Advantage plus on for audiences. You're going to click on retarget ads to people who interacted with your products on and off Facebook. So that is a really powerful setting that we are going to use here. So we're going to click on this, and they will give you some suggestions. Okay, viewed or added to cards but not purchased, and you can have a specific days. So, you cannot add 180. The hundred and 80 will be the maximum. You can see if I put 181, they won't let me do it. So here I want to since depending on the traffic that is coming to your side, since this website doesn't have much traffic, I want to keep it as high as possible, right? I want to target all the people who have visibly, you know, added to cart, didn't buy. And I want to target all of those people. But if your website gets quite a bit of traffic. I wouldn't say with traffic because it will be dependent on the number of sales. That will be a better baseline. So if you are making $10,000 every single month with your products, then you can lower this. If you're making $100,000 every single month, then you can make it 60. If you're making $1 million with sales in your shopping fire products, you can make it 30 or less. So in this case, we are making less than 10,000. So I will just delete this whole thing. Okay. And since we are doing less than 10,000, I want to make as maximum as possible, which is going to be 180 days. Okay. So we also have the ability to select this, which is added to cards but not purchased. So this will be a smaller subset of audiences. There's going to be more people who viewed and add it to cart, but not purchased and upsell products. So people who viewed edit to cart, and you will show different set of products. You can see you have to select a set of products, and some of the products will be created by some of the sets will be created by meta. So you can see Meta created Bini sets for me and some homepage products. You can see early access heats. We just have one heat eight different items here and 69 variants and different signature series, long sleeves, nine items only. So we don't have much options. And if we don't have enough traffic and sales coming in for us to use that functionality, right? So you can show your ads that people visited a certain product set, and we can show them a different product set, right? So like you bought this, you also want this. Let's say they bought a pair of socks, we offer them trousers. If they bought a jean, pair of jeans, we offer them T shirts, so on and so forth. But cross selling is also similar and we don't want to use that one. Or you can pick a custom combination, meaning, you know, they interacted with beanies and they also add it to cart viewed in the last 14 days, Edit to cart, let's say in the last, they will be higher intent, let's say, just 90 days. And you can add an inclusion here. Let's say purchased in the last 118 days, but you can exclude people. Let's say we don't want to purchase, and we want to exclude people who purchased in the last 14 days, right? You can create multiple custom combinations here, and I'm not going to do that because we don't have enough traffic. And I suggest you don't really nail down these combinations too much. Meta doesn't work so well. If you like, specifically create minuscule audiences like that. Meta doesn't like it. Depending on the audience size, again, as I said, and the revenue that you make, we are going to choose this, and I want to make it as big as possible, 180 days. So it will be a nice healthy size audience. So usually when you select a retargeting audience, they won't give you a number on the right hand side. Usually, they give you an audience size if it's healthy or not, but in this case, we don't have that. And we have custom audiences that we can add, right? So in this case, I want to create a custom audience, which we will cover that later on, but it will be custom audience that is meta based, not website based. So website based is via pixel or API as we cover. We can create a customer list as we covered, like upload our list online, which is going to be name in email. We're going to cover how to do that, which will be first party data or data. We can activity, which we don't have an app, so it's not use. We can do catalog activity. If they swipe the catalog, we can target those people, but we don't have a catalog yet for the top of funnel campaign. What we will do, we will do videos or Instagram account. Since the Instagram account is quite healthy for this client, we want to target people who engaged with our Instagram. So as I said, we're combining bottom of funnel and middle of funnel together, this is the new way of retargeting. So I'm going to say next. Okay, now you can see it will ask me what type of days you want the engagement to be. So you can see the maximum here is one year, which is too much. I don't like that. So if I do 100 366, it won't let me it won't let me create it. So I usually do 90 days. And since the audience size is quite healthy, 90 days will have enough people. If I say, let's say, ten days, it will be a really small audience because I'm giving ten days of engagement. So we have more options here. If I click on the drop down, you can see who started following this professional account. That will be a higher intent. Who engaged with this professional account, so they don't have to follow us for this to happen. People who visited the professional accounts profile, right? They don't have to follow us regardless if they take action or not or who engaged with any of the posts is a good one if you want to select who sent a message? I don't really suggest this. Who saved any post or an ad? It will be a really small subset of an audience as well. If you have a really big social following, you can do those three maybe last three will be up to you if you have a big following. But I usually do not go usually go with the first three. So who started following this professional count is a good idea. Or we can say people who engaged with the profession count. Let's say they don't follow us, they see a couple of our posts online organically, and maybe they like, write a comment. And I want to show my ads to those people as a retargeting audience. I'm going to select this. And you can see this is not a good length. So I want to make it 30 days, so they still remember and I'm going to name this audience. 30 days Instagram, engages, and I will click Create, and now this audience is created. So you can see you can create a campaign specifically for this audience. You can create another custom audience or a lookalike audience. We haven't covered Lok alikes yet. I will do it later. So I'm just going to say that. So you can see we have also also is good. I want to have also here. If you say only, this will make people who fall into this category, but they also at the same time, only have to match this 30 day Instagram engage. So it will be a narrow down version, so they have to match this audience bracket plus this audience bracket. And I don't want that. I want them to be either one or the other, so I'm going to click on Also and my audience size is fairly broad. And I don't want Meta to expand beyond this audience because this is a retargeting campaign, and we don't want meta to go beyond this because it will defeat the purpose. And I will create one more custom audience, and it will be basically a Facebook page if they engage with our Facebook page, right? So I selected the Facebook page that is going to be advertised, and you can see under the events, we have similar options. People who visited your page that is good, who engaged with your page, which is the one that I will go with, and the rest of them are almost same as Instagram. And I want to make this 30 days again, and I will name this 30 days, Facebook, engagers. Engages. Cool. Now we're going to create this audience. Okay, the audience is created. I'm going to say done, and I want to add one more audience. That audience will be targeting people who have viewed some of our ads. So I'm going to create click on Custom Audience, and now we have meta resources. So if it says meta resources, guys, you don't need a pixel or a server connection to target those retargeting like functionalities. But for the top, your resources, we need a pixel except the customer list. So we going to say video and click Next you can see we can choose the engagement here. So what type of an engagement? So, people who have viewed at least 3 seconds of your video, you can choose that. But again, these people think about it. You see a three second of a video. Are they going to be inclined to buy a product? Not really. We want to say maybe 50% of the video is great. If you say 95% of the video, you want to have a lot of people viewing your ads. Otherwise, this audience will be really small. This audience will be really big, again, depending on the number of people viewing that. And 50% is a healthy amount. I want to go with that, cool. And now we have to select which videos those are. Now, these are going to be the videos that we advertise for our ads. Okay, now we're going to select the videos that we want to basically apply that 50% view rate, and those are going to be all of the videos, and you will be able to see on the right hand side, how many people view those videos. You can see we have three second video views. They are really small audiences, right? So we want to go. This one is maybe a little bit better. We want to go to the second page. Okay, a lot of people seen this video. That will be a healthy audience. So you can see almost 17,000 people viewed 3 seconds off the video. So if you do 50%, we will probably have maybe 7,000 people viewing this today half of the video, and I want to select this one. I will say confirm. Cool. So what is the date range? So I want to make this 180 days here, and I will name my audience 180 days 50% at video views, video views. Okay, so when I look back at this audience, I will be able to know what this is. So I will create this audience now. Okay, now our audiences are created. We have 30 days Instagram engagers. We have 180 days, 50% of video views, and we have 30 days Facebook engagers. And at the top, if they will be also targeting them if they viewed or edited to Cart but not purchase. So let's go down, and we don't have to touch anything else. We're going to just go next, and we will name our campaign. We will do carousel Carousel, catalog, and retargeting. Okay, we selected the specific Facebook page and Instagram account, and I will scroll down. We are given an option. We can either do single image or a video or we can do carousel. Again, if it is a single image, it will automatically show the specific products that they engaged with. But I will usually I would prefer carousels in this section. Since this is a re targeting ad, I want them to be able to swipe. You can see and see more products that they are more likely to buy. And I will keep it as is. You can see default Destination is, of course, website, and we're going to add the website URL. If they don't click any specific product, they click, let's say, Learn More or Shop Now, they will land on the homepage, and I will put that homepage here. Okay, now the URL is edit. I will go down the dynamic media is enabled. That is really important. So you can see your catalog is automatically updated with products, videos that your business has uploaded to Ma or publicly shared. That is important. So you can see we will be able to show we you can see, we have two options. You can either promote product categories, which are like beanies, T shirts, trousers, or specific products. So I don't want to do product categories, and I will show you how this looks. If you select product categories, you will be able to see product category by category in a carousel format, which is not ideal. I mean, you can do that if you have a vast variety of different product catalogs. It may take some time to load, but in this case, we will go with multiple products. I will go down and I want a single image. You can see sometimes depending on the placement, it might turn this into a video, for instance, on a story placement, it might turn this into a video, that is up to you. So we have some creative tools that we can play around with, and that will be a specific different module, but I will just cover that briefly. So if you click on Edit Creative, you can crop images or add a frame but let's say we want to go with at a frame. So now we can add the custom image, right? So behind it, behind these guys. Or let's say we want to crop, we can zoom into the products. We can, you know, have white background for all of the products, which will pick an automatic let meta pick a different color depending on the product. Or we can say, You know what, trim and fit those products images to the given box. So I'm just going to say zoom out and fit and keep white background of all of the images. And you can add a frame which has to be transparency in the middle. So we don't have a frame. We're not going to touch that. We are happy with this for now. And we have more options to edit that. And as I said, I'm not going to cover that in this video. So now we can add a headline, headline. You can add dynamically. So what I will do here, you can say click Plus Sign and you can automatically add the product name. For instance, name, and let's say is and then you will dynamically add the price of it, right? So now every headline will show product is X amount. So you can see product name is 55 bucks. So you will see the dynamically pulling the product name and the product price. So since the prices are a little bit higher for this brand, I'm not a huge fan of adding the product prices here. I'm just going to keep the product names, which will look better. So now we have a primary text. We will add a primary text here. We're happy with the call to action. As we go down, we have enhancements, we will look at that later. But for a primary text, I want to add a primary text that acknowledges that previous relationship. They've seen the ad, so on and so forth. What I want to do is have a text here. You can see on the Facebook feed, appear acknowledging the relationship that we had. So I will just grab that URL, and I will go back to here and say, This is the website, write a re targeting very short at Copy to that goes under a catalog ad. So, okay, now we will let ChachiPT use its magic. Didn't grab it last time. Your cart misses you could be one. Click reclaim your style. Stocks Limited. Click to reclaim your style. Stocks. That is not bad. We could use that. Let's go back. And primary text is this, and then let's use an Imoge maybe, since this is a little bit of you know, hard metal ish brand or let's just keep it as I or let's maybe, you know what? Let's use an Imogi. Let's use this flames icon. And you can see they are giving you other suggestions. So if you not tick this or keep it as is, it will basically use those other AI generated at Copy. And usually they perform quite well. But since this is a client's account, I'm not going to use that. I will keep them unselected. They might not be happy with the ad copy itself. So what I will do in the enhancements for the enhancements, I will keep the music and I will look at generate backgrounds, and the backgrounds they generate are not going to be so ugly guys. I'm going to keep it as is if it was a specific client that is really, really focused on, you know, I just want to see my ads as is, but this dynamic catalog ads has more dynamic features. So we have to really let meta to use those enhancements a little bit, specifically for this catalog other than that, you don't want to use them, but for catalog gets, you can add or adapt placements. So let MIA decide how to use those specific products, right? So yeah you can be a little bit flexible when it comes to the catalog guts. You can see dynamic overlays. We don't want that. If we want it, we could edit this. Product tags, we don't want that. And hence CTA, yes. Dynamic description, we don't want. So and we can click on Show More Enhancements. We will see hide price. Yes, we want to hide the price. If they go to the website, they will see the price. And adding standard labels, such as if it's on sale, they will see that. You know, if there is a free shipping, those sorts of labels will be visible. I'm going to keep it on, and I want to hide the price. If your prices are really cheap than your competitors, you don't want to hide the price, right? So let's go up. Let's go over what we did. Adapt placement, ticked on, generate background, ticked on. You can test this. Again, I don't have a firm opinion on this generate background. Unless the client doesn't really like anything auto generated, and expand image doesn't look good, keep it off and add music that's cool, and we are just going to save. And rock and roll guys almost done, and we have a perfect catalog ad which will create multiple combinations of different products depending on what they've engaged with. You will see the campaign score at the top. Here, don't worry about it, guys. They will keep it 100 if you enable every single suggestion they have, and that is basically a nonsense. You don't have to worry about that. Alright, we're going to publish, and as we click Publish, this will take some time to go live because Meda usually reviews the ads, depending on how old is your Atticun. If your ticun is brand new, it will take quite a bit, maybe two days to get these ads approved. But if you've run ads before in that attic, you will be live in a couple of hours. So we're going to say cancel and cool. Our campaign is launching, you can see retargeting campaign. Alright, that was a campaign built really simple, one created because our budget is super small, a catalog campaign and using the retargeting audiences to target those people with our dynamic product catalog at. Alright, see you in the next 24. Core Audiences - Detailed Targeting: Everybody in this section, we're going to be talking about audience targeting. There's a lot of layers when it comes to audience targeting, and we're going to cover everything from look alike audiences to custom audiences to basically the core audience settings in meta advertising. So let's start with the core audiences, which is also known as detail targeting. So when we were in the asset level, looked at the settings, we found some interests, demographics, and behavior. So, these are the core audiences, and these are the most basic audience targeting. It doesn't mean that is not good. It is basically the given audiences. So when you start a brand new account, you are most likely going to start targeting people with these detailed targeting options, right? So these are predefined, and meta uses how they react overall these users that you're targeting in meta advertising platforms, right? Let's say you follow all the sports related stuff, basketball related highlights, and Meta sees that and says, Okay, this person is into basketball. Right? So let's cover how they actually based on that, right? Let's say you click on a lot of Facebook advertising related ads on your meta, right? You see a lot of advertising agencies talking about Facebook advertising. And what do you do? Let's say you click on those ads, visit their website. Meta thinks you are interested in Facebook advertising, and you're looking for that type of service. And from now on, if you go and select meta advertising in your detail targeting is an interest, you will be able to show your ads to that person. Or let's say, as I said, a page that you engaged in. Let's say you're really liking pages that are related to cats, you know, cats, funny cat videos, cat food, so on and so forth. And Meta will put you in that audience saying, Okay, this person, Jim is interested in cat food or cat pets related stuff, and you will be in that audience. Or any other comments that you leave in those pages. Let's say also like those pages and comments in posts that are related to cat stuff, PET stuff. Meta will also think, Okay, you're engaging in those audiences, and they will put you there. Also, when you create a Facebook account or Instagram account, Meta asks you questions such as, you know, the location that you're in, the age and gender. Also, that will play a role when it comes to selecting your specific target. Also, there will be the mobile device that you use. Meta will recognize that and also speed off your network connection. So you know how we went over, you know, only target people who are connected to Wi Fi. You know, actually Meta knows that, and you will be able to target that as well. So let's take a look at demographics. So when you go over the demographics, when you see that selection, we went over this. You can either type in a specific interest that comes to your mind. You can do that, or you can just click on this arrow icon, and you will be able to see all of the demographics that you will basically see. And these are guys you have to click on the browse and then you will be able to see these. And these are basically where they are at in their lives, financial situation, education, who are in a field study of, let's say, economics or parents, you know, parents of a 9-year-old, you will be able to target works full time, works from home, has his own business. Those are basically the demographics where they are in at life, right? Also, you will have interest, and this is the widest pool of people. And Meta is a little bit more accurate in this sense, because it is based on engagement, right? So this is more like what they claim, you know, and, you know, let's say claim, meaning, you know, they say work from home in their bios whatever they post on meta and meta or Instagram platforms. This is more about the engagement signals that meta takes, right from those platforms, Facebook or Instagram. And let's say an example could be a fitness and wellness or travel or luxury goods or entrepreneurships. And as I suggest, you want to layer these audiences and not target one by one, because the bigger the audiences, the better learnings Meta gets. And keep in mind, meta will use these as a suggestion and not just pinpoint these target audiences. Let's move on. Then we have behaviors. Behaviors are beyond the targeting that we looked at. They're beyond the interests. And this basically looks at how people act online and offline, right? So, for instance, purchase behavior, purchase behavior is an online activity. How they look at it, let's say, if they clicked on a recent ad that uses a sales objective. And they go to their website, and if they add to cart there or, you know, take a certain action, Meta will know, Okay, these people are more likely to buy. That's why they put them in engaged shoppers. That doesn't necessarily mean they bought something, but Meta thinks they are engaged shoppers since they clicked on a shop now button on a sales objective campaign. And device user, as well, we can target those, let's say, smartphone buyers or, you know, IOS users, so on and so forth. And we have patterns like frequent travelers. For instance, they are looking at international frequent travelers or domestic international or domestic travelers, or they can look at, you know, business business owners could be one of them and anniversaries, as well. So, let's say, your anniversary is coming up and you can show them some gift ads, gift related ads, and a lot of gift businesses using that type of targeting, right? You know, you have your, you know, wine package, gift basket, so on and so forth. You know, those gift related businesses, they use behavior related targeting as well. And again, keep in mind, they are not 100% accurate. Then we have age, gender, and location. This is the most accurate one. Why? Because people create these when they sign up to Meta and Facebook. And, of course, there's gonna be people lying about their age and gender, but we cannot be 100% sure, and we have to take Meta's word for it, and it is not going to be always 100% accurate. Keep that in mind. So this is basically when we select the controls in meta advertising, we actually set strict lines. What do I mean by this? So when you come to in the atset level, you see the controls. If you set a location, you are telling meta not to go beyond that location. Also, you can set a minimum age here. You cannot give a radius, for instance, 18 to 35 as a strict guideline. You can only set 18 as a minimum age or up to 25 as a minimum age, but over that age, meta still will be likely to show your ads to older people from your limit, since we don't have that, you know, top limit of age that we can control. And you can also further limit your reach, and you can set age and gender as a strict guide to meta. If you don't click on this further limit the reach of your ads, meta won't be able to know if you actually want to strictly target those age and genders or you want to go beyond that. I will show you an example in platform so we have a better understanding. And we also have narrowing down function. So, for instance, we set target people who are in fitness, and we also want to make sure we want to have an intersection of that fitness audience with vegan foods. Let's say we are selling, let's say, high protein vegan vegan food, right? So if you only targeted fitness interest, there are going to be a lot of people who eat meat. Let's say we also we want to target just vegan food, there's going to be a lot of people who are not into fitness. So that narrow down function is actually giving you the intersection of these two audiences, and that will be more accurate. But the only thing you have to know is, do not go below 1 million in this ais. And we're going to jump into the platform and go over these settings together. Alright, we're meta advertising platform under one campaign. And under this campaign, as you guys can see, we are on the asset level. This is the outset. This is the campaign. So what I want you to know if you go all the way down, you will see the audiences. Guys as we covered, we have this controls function. This control function basically sets the limit to meta to not go beyond a given location. If you select that location here on this suggestion, it might go beyond your given location. What we want to do is set that location to a given place. Let's say we don't want Meta to go beyond Australia, we want to select this in controls. Plus, we go down. You can see we have this minimum age. And as we covered the minimum age, we can only set up to 25. And once you set this 25, the age that you will target under the suggesting audiences will start from 25 because you basically set a really strict guideline to meta saying, do not go below that. Unfortunately, we cannot control if you cannot set a maximum age as a strict guidance. So this is how we set these controls. And if you said 25 here, meta will never ever show you ads to people below that age range. So that is the control. The control is important, but what is even more important is the suggested audiences. So let's cover the function that we looked at where we want to not further limit the reach yet, but we will look at narrowing down our audiences. So let's say we are targeting this stacked audience, and we have a healthy audience size of 10 million to 12 million. If I click on this pencil icon, and you will see this audience stacked, right? We have some interests, interests, interests, mainly all of the targeting are interest based. If I click on this browse icon, you will see demographics, you will see interests, and you can see entertainment, leisure, for instance, we can target, you know, movies, life events, or let's say we ace out of this and go back and go back from interests to maybe behaviors, we see other behaviors like digital activities, and we have mobile device users, so on and so forth. But it is not going to be relevant to what I'm selling in this section. What I want you to see here, I can actually narrow this audience a little bit more, meaning, I can say, include people here, and this is an or function. So either it could be this audience, it could be this audience, it could be this audience, this, this, this, and it doesn't have to be all of them at the same time. It could be one or the other. What I want to do this stack is also matching a certain audience that I will give. What I have to do here is, let's go back. So you're going to come and click this detail targeting, and at the very bottom, you will see this defined further. So if you click Define further, you can see end must also match. This is important. Now you can select any other thing. Let's say this audience also has to match fitness. Let's say I can say that, right? But again, this is going to be not super related because I mean, metal and fitness. They also have to be in that, you know, intersection. Let's select this. And you will see my audience size went down to 8 million. So there's only 8 million people who are into fitness, physical fitness, also matching one of those ten different audiences, right? So it is going to be intersection, and keep in mind, you are going to go below a certain audience in terms of size. And if I want to target this, like people who are into metal plus and also they have to match physical fitness as an interest, I would easily target that audience. Because it is about 1 million, and I'm fine with that. But in my case, it doesn't really make sense here. That's why I'm not going to target. Maybe you can say, if you're doing lead generation, that really makes so much sense. And for e commerce, I do not really suggest narrowing down by clicking Define further. So let's give an example, for instance, let's say we discard this draft, where you can look at other audiences. Let's imagine we have a lead generation business. We are generating leads, and let's imagine we come to this assets, and what we want to do is we want to target people who are business owners and they are in a specific industry. Let's create this audience, right? So we're going to come to detail targeting, click on this pencil icon, and let's say we want to type in business owners. Cool. So now, small business owners. Okay, now you can see on the right hand side, some of them are interests, some of them are behavior, some of them are demographics, and some of them are interests and behaviors. Keep that in mind. But again, I usually that's how I target people. I type in what is relevant to me, like business owners because I made my research about this business, and let's say we are targeting business owners. Okay, this is digital activities, right? And I want to narrow this down and you can on the right hand side, still check the size of the audience. So there's almost 10 million people who are small business owners in Australia in this given age and my location with the genders as well. So let's say I click on Define further. And I want to target small business owners who are also in, let's say, manufacturing industry. So I want to type in manufacturing and manufacturing industry. You look at this, we have manufacturing industry, and this is interest. So I'm just going to click. You can see business owners who are in the manufacturing industry is not so big. On the right hand side, estimated audience size is quite small. 255,000 to 300,000. Again, if you are in a case like this, what I would do, I would add more stuff here, right? So let's just not say just business owners, I will add entrepreneurship maybe, and maybe I would add, let's say, business as an interest, I would add, let's say, small business finance because they are all related, right? Maybe I will add owner and CEO. Owner, manager, and CEO, there's going to be a lot of different interests and job titles that are similar to each other. So I will add those, add them, stack them together, executive director, yes, founder, managing director. Like they are decision maker. So once you add and stack those people in, you can see your estimated audience size will slowly increase about 1 million. Now we are at 3 million. So what you need to know, though, once you add those in. So it could be small business owners and manufacturing, it could be chairman, managing director manufacturing or director general and manufacturing, executive director and manufacturing. So it could be either or keep that in mind. So this was basically narrowing down the audiences. And we also covered the further limiting the reach of our ads. So we don't, let's say, want MA to target, go beyond, let's say, a certain gender, if they think they are going to convert. If you want that, we have to click on this further limit the reach of your audiences. Of your ads. Click on this. And now we want to say switch setup. Okay, now, since we switch the setup, we just got to go back here. Once you click on this age, you will see this icon pop up, which is a box that we can tick, use as a suggestion. So if you keep it as this, it might go I will basically go about this maximum limits. And if you have a really strict age range, you want to say, no meta, I don't want you to go beyond this audience, go and target these people. That is all good, and you need to know this really, really important. Also, your targeting is going to be still a suggestion. Even if you say further limit the reach of your ads, your audience, detailed targeting will still be a suggestions. You can see on the right hand side, you will still be suggesting this instead of directly targeting those people. So you need to keep that in mind. And you can see if you want to go back to the other suggestion like this original setup, not a lot of things will change. The only thing that is going to change is going to be the age here. You can see we don't have that option to tick it off. Other than that, most likely, most stuff will basically be the same, and you will have your control back here. So I hope this made sense, guys. These are the audiences. And what I suggest is, again, the main most important thing is the estimated audience size. You want to keep it minimum 1 million, even though Meta suggests you want to keep it at minimum 2 million. 1 million will be good for the algorithm to have enough room to play with. And also on the detailed targeting, you can keep in mind that you have the ability to say, also must match and click on Defined further. And again, it doesn't have to be this and just this. You can also still define it even further. So you can create three different also match. So, for instance, I have this, also match this, and they also have to be interested in metal, for instance. Like you can create these random combinations, but it will be really small, right? So you can see the business owner or, you know, decision makers who are in manufacturing industry, and also listen to metal. You can see, right? Let's add one more just for the sake of it and who are interested in fitness, right? Their interests have to be in those, let's say, men's fitness publication. So you can see this audience size will go down drastically. So you can define further this but I will say, it will hurt your performance. Just make sure you are adding to define furthest, not more. Keep in mind, you want to make your audience size about 1 million, if you are targeting, let's say Europe or big population countries. I mean, if you're just targeting Slovenia, for instance, it is a smaller country in terms of population. I mean, you don't have to stick to that 1 million as a rule of thumb, right? Alright, hope this was clear. I will see you 25. Custom Audiences: Everybody in this section, we're going to be looking at custom audiences. So what are those custom audiences? As we looked at briefly in the re targeting section, we created a custom audience. That was actually a custom audience when it comes to creating a re targeting audience. So these are not provided by meta, and you create your audiences, right? So basically, core audiences, like we cover demographic, age, gender, behavior, interest, those are basically telling Meta who to target. And the custom audiences, basically telling Meta to find people who you already know, like people viewed your videos, people visited your website, so on and so forth. And you can build your specific custom audiences that are high intent, like your website visitors or some warmer audiences like people who engaged with your ads or maybe just visited your Instagram page, or even you can say offline customers, right? Let's say you have a list of people, and you can go here and click on Create New and target those people, basically, really, really strong. Let's move on. Let's start with the really common website visitors. So we can use Meta Pixel or basically the server site tracking from ShopifI to track people who visited our website, right? So we can retarget them with the custom audiences. Some examples could be like people visited the homepage but didn't buy, who it to cards but never purchased, or maybe they completed checkout, but they haven't purchased yet, or maybe they bought, but you want to upsell them something else, a product that goes well with the product they already bought, right? And we have engagement related custom audiences. These are inside meta audiences, and these are going to be really, really accurate. The reason being is there's no pixel involved in this. There's no server site tracking involved in this, and Meta owns this data. Since it is all in meta, this audience will be almost 99% accurate, guys, meaning, let's say you can target people who engaged with your ads in the last 90 days or people who engaged with your Instagram profile in 90 days, these audiences will be really, really accurate, right? So these audiences are not going to hyper, hyper, you know, warm, and they're going to buy right away. They're kind of going to be warmer audiences, not super, super ready to buy yet. Keep in mind, but it is good to add them into your re targeting stacked audiences as I covered, right? These are warm, like, as they interacted with your business. Some examples who liked, commented or shared your posts, organic posts on Instagram or Facebook or like, watched any of your ads to 50%, and you can select which ads you want. Or people who opened a lead form but didn't submit, right? So they showed some sort of an interest, but they didn't trust you, right? They didn't trust to put their information in yet. And you have the ability to retarget them. Let's take a look at app activity. Let's say you have an app advertising your app on meta. And you can say, if you like, meta can track user inside your app, you have to have your app tracking here. Some examples could be like they installed but never opened the app. You can retarget those people to show some fun stuff that they can do in your app, or active users who made an in app purchase and encourage them to make more purchases or people who reached a certain level in the game, and you can remind them to take that action. And let's take a look at offline data. What is an offline data? So not all sales happen online, right? Like, for instance, as I covered one example on the re targeting section, there's a client. They have ten in store in, like, literal stores, brick and mortar stores in person. And they also have like we get their email addresses, phone number, so on and so forth. Or let's say you have, you know, do like a real life seminar and you get their email numbers, attendance attendance for attendance, how do you track attendance? Or you get their emails, you get their name, phone number, whatever the case may be. And then you can upload it to Meta and say, Look, these people are my, you know, target audience. Find people like that on Meta. You can upload that list. Right? So you can target those people on meta. Now we're going to jump into the platform and see a couple of examples how we can actually do those. Alright, guys, we are in the aticon and now it is time to create some custom audiences and how we can actually create these audiences. So you can create that inside of meta, or there is an audience manager that you will see. On the left hand side, you can see you have your audiences. If you click on these audiences, it will take you to your audience manager. I mean, you don't have to create them here necessarily, but you can easily create them here or in the at set level when you're target. So you can see, these are all the audiences that were created prior to me managing this. So we can create this audience and click on Custom Aodiens. We're going to click on Custom Audience here. And it is giving you the resources. What type of resource you want to create your Customodien? As you guys remember, and on the Retargeting section, we created a Custom Aodiens via website. We created via videos, Instagram and Facebook, now I want to target via lead forms. We're going to create some lead ads together as well. But this is basically an instant form that we can create in meta. We don't have to take people to your website. You just create that form on meta, and with one click, people can fill their information up. And since this is a lead generation business, this is a different business. And in this business, we're doing a lot of lead ads, lead Instant form ads. So what I want to target, what I want to do, create an audience, and that audience will have all the people who opened the form, but didn't fill up their information. So we're just going to click on lead Form and say next. And you can see it is showing you the events. So we have some options here. Number one, anyone who opened this form. Second one, account center accounts who opened the form but didn't submit the form. That's what I want. Who opened the forum and submitted the form will be good if you want to do an upsell, right? I want to target these people who opened the form but didn't submit, right? Because otherwise, we already have their information. And we are going to select the lead forms. We're going to have multiple lead forms if you made any changes to your lead form. And now we're going to select that specific lead form that we want to target is going to be. And in this case, I want to select all of the forms that I will target 16 forms that we created so far. And the audience retention, what is the date range that you want that audience to be? So you can see maximum is 90 days. We cannot do 91. It will give us an error. So this is a good time. 90 days is good. They opened the form, but didn't fill up their information and submit, right? So I'm going have this. You can include more people or exclude people here as well. So you don't have to have just one. So you can say include more people, or you can say people who opened the form and didn't submit. What I want to do is exclude, just to be sure, exclude people who actually not open the form, but who opened and submitted the form. So I'm just going to have people who opened the form and didn't submit. So you might be asking Jim you already have this and didn't submit the form. This is just a layer of security guys. So I'm just going to select all of them. Cool, and now it is good. So I'm excluding all these people who opened and submitted, and I'm targeting people who opened but didn't submit. So keep that in mind. So 90, I'm going to name my audience, 90 days, open the form, the form, but didn't submit. You can write a description about 16 forms, included, 16 forms, included. Cool. That description will be enough for me, and then you can click on Create Audience. And you can see the estimated audience size is below 1,000. This is not ideal. We want to have more than 1,000 people opening this. But you can still sometimes this is not 100% accurate, especially with these custom audiences. Meta sometimes is not super accurate when it comes to creating these custom audiences. So this might be above 1,000, and you can still target this audience. Keep that in mind. And sometimes, again, Ma makes mistakes as well, specifically when it comes to custom audiences. So you might be asking, Jim, Okay, you created this. How are you going to target this as a retargeting campaign? So what we need to do is go to all campaigns. And now I can create a separate campaign or I can maybe create a separate ad group. I will not add this now because I don't want to add a retargeting campaign for this, but I will show you how that works. Click on edit into any ad set you want and come here, and you will see saved audiences. And this is not the one that I want. I will go down and you can see Customoiss. So you can either click on Create and create a Customois here or select the Customoians we basically created. So I'm just going to type in 90, and this is you can see showing up perfectly. And estimated size, again, it said below 1,000, but you can see here it is populating it says. So again, that's why the number you will see in the audience manager is not going to be 100% accurate. So you can add this spam, and now it is in my targeting. So I'm targeting these people and this detailed targeting. You can combine these targeting options. And again, you should test, right? You should test these people. And since this is going to be a re targeting related custom audience, I'm not going to save this, but I just wanted to show you that. Alright, now let's talk about adding a list. Targeting that list of people if you have that list. Now we can come to audiences again, or you can do that in platform that is totally, totally up to you. And now in the audiences, we are just going to click on Create Audience. And that will let you create an audience. Here, we're going to say custom audience. And in this section, we want to select customer list, or you can select offline activity. Let's do offline activity, and you can see it is asking you what event that you have. So you can say, these people became a lead offline, right? So you can say that. But I do not suggest you do this. What I usually like is customer list. So I add this as a customer list, and now it is giving me a specific specific structure of a list. So we have to add this list like this. So these are fake names, like, not real. So you can see we need to have a column hea and we need to have an identifier. So it will say email address. Column heather will say email. And underneath this, we want to have, you know, something something atstsmting.com. And here we want to have a phone number. Column Heather will be phone, and we want to have specific phone number with the area country code. It is really, really important. And then if you have other stuff, of course, you can add that. But name, email, and phone number will be enough for meta to understand if that is correct. So if you're not sure, like, Oh, how do I create this, you can basically download this file template, which is now downloaded. I will select it. And you can see this fake list, and you can see how this is supposed to look like. So edding a customer based for WhatsApp, so you don't have to have this. You can delete this. So you can see, you don't need these two. You can delete these columns. So I will select and delete these. Delete selected columns. Cool. So now you have the zip. Let's say you don't have their zip or address. You can delete that. Let's say, delete column, and let's say you don't have the values. These values are useful. For instance, this person, you know, this Elizabeth person, both $20 worth of product. And you have, let's say, this guy, Andrew, bought $1,000 worth of products. So this guy is more valuable in terms of your targeting. So if you have that option, if you have the purchase value with you, you want to include that, right? If a person, let's say, is a really high quality let, you want to add that here, and Meta will use that value if you create a lookalike audience. Let's say you are just generating leads that is not valuable for you and you don't have the gender. You don't have anything else. Aside from these, let's delete these columns together. Delete selected columns. Country is important. Street. Let's delete this sorry, state. We're going to delete the state. Let's say you only know name, phone number, email. That's it, right? So you can easily upload this list and start creating your email at the phone number of that person. The Facebook name, sorry, the name, the last name. Even if you don't have those, that is still fine. But the more data you have, the more accurate that will be. But again, phone number, country, and email will be enough, and then you will download this, and after that, you will be able to say next. And then you can add your list here. But there's a caveat the carry out is basically is it has to be CSV or TXT files. And you can easily convert your documents to those formatps. And then you will click on here and then it will basically start uploading your list. So it is showing you this customer value and value based Lkalex. So the value that we covered, remember we had this value. Elizabeth worth, both worth products of $20 and Andrew both worth products like $1,000. And that $1,000 is really, really more valuable for us. And that's why if you have an ecommerce store, that is going to help you tremendously. That's why you want to include that. And after that, you upload your list, and basically, you have the list that you can re target or create another audience based on. Hop, that makes sense. Alright, we basically covered all of the audience types, and the most important one guys is going to be the website audiences, which is, let's say, people visited your website, people visited your whatever the case may be. Since we don't have a pixel here, it is giving you the warning. Like, you don't have the active pixel to target people based on, you know, the website activity, on this account, we are just running the lead form events. That's why we don't need to track pixels. But if you want to track website activity, create look alikes based on that, you definitely need a pixel bear. So, or you can create a custom audience based on app activity since we don't have the app there, you won't have any source. And then, let's say we want to create a custom audience based on Instagram account, we have Instagram connected, so that will make sense for us. If you have a lead form, like we created, that will makes sense for you. A video, we have a lot of video ads like we did on WTargeting. You can do that. Instant Experience is unique for mobile. We're going to cover that when we come to the creatives. Facebook page, we covered that as well. And on Facebook listings, if you have active listings on marketplace, so on and so forth, and shopping will be unique if you have an ecommerce store, and that will basically be tracked or be understood by meta Okay, this person has shop connected to their Instagram. You know, the shop that automatically connects when you do the Shopify tracking that I covered in the beginning of this. Alright, hope that makes sense, guys. This is audiences, specifically custom audiences. They're extremely valuable. And we're going to look at certain cases, how you can use those utilize your custom audiences. See you in the next one. 26. Lookalike Audiences: But in this section, we're going to be looking at lookalike audiences. What are lookalike audiences? It's pretty self explanatory if you look at that name. It is basically similar audiences. But what is that audience is going to be similar to is the question. It is going to be similar to a seed audience we put into meta. And that seed audience is almost always the custom audience. We covered custom audiences, right in the previous section. And that custom audience is going to be used by Ma's algorithm to find similar people. Basically, you're going to upload that custom audience and tell to Ma, Look, Ma, this is the audience, and I want you to find people who are similar to that audience, based on demographics, interest, behaviors. Whatever the case, may be I want you to find people similar to that, right? Based on their purchase behavior, so on and so and meta will use its machine learning and try to find people who are exactly like that list. And that is why this lookalike audience performs really, really well. So how actually this works? So basically, the first thing we need to do is have a seed audience. Seed audience is the first step. That is basically a custom audience we put into Mt. Some examples could be past purchases. It could be top 10% highest spenders, website visitors who edit to cards, or people engaged with your videos, right? These are some common examples of seed audiences. They're basically custom audiences. And we say to Ma, Okay, these are the audiences. This is the CD audience. I want you to find Lo alike off. Then you have to tell Ma which country to find those similar audiences in. And, of course, if you're in Australia, you have to find similar people in Australia, right? That makes sense. And then you pick a similarity range, and it varies 0-10%. So you can select zero to one, zero to two, zero to three, or maybe one to three or five to six. Like, you can pick any range 0-10, but the 1% is the closest match. The smaller audience, higher quality, but the most similar to your seed audience. The bigger that number gets, the broader it is, the broader the reach, the higher number of people, and less likely they are similar. But you will have that question, guys, meaning then everybody would be using 1% look alike, and it usually performs the best. Then why do we bother using, you know, 10%, 8%, 7%? And the answer to that is, it is not usually the case that 1% works the best. It is quite rare, guys. So you will test, what are the common testings. I will cover that once we jump into the platform. But usually three p two, six, zero to three, three to nine, you should test one another, and you usually see, like, a random number, like three to six or six to nine or maybe five to ten performs really, really well and not the closest one, not the smallest one, not the 1% or zero to 1% works the best. So keep that in mind. I mean, the more similar doesn't mean works the best. And also the important thing is the SD audience, the bigger your seed audience is, the better it is going to perform. Say you only have 1,000 people who bought from you in the past 180 days, and it will be hard for Meta to find new people because they only have thousand. The sample size is so small. But if you have 100,000 people purchased from you in the last 180 days, meta will have a lot of data points to find similar people to that 100,000, a lot more commonalities. They will see, Okay, these people do this at this exact time and show you ads at those exact times. So keep that in mind. And when do we use these look alike audiences? What are the common times or ways when we use alike? So for low ticket ecommerce, meaning if you're selling products, below $100, and you have a clothing brand and you're selling T shirts, right? And your average order value is, let's say, the common basket value, if you look at Shop five, let's say, $60. Usually, look alikes don't work really, really well. And lookalike audiences are usually expensive audiences. So you know how we're charged. Cost per thousand precious. And CPMs on Lookalike audiences are usually the highest compared to detailed targeting. So we usually use Lo alike audiences for lead generation. The reason we do that because we upload a custom list or we say, Okay, these are the leads I've gotten, or you can say, you know, you have the leads, and some of those leads converted, right? Let's say you get some people information, and let's say 10% of that converted. Instead of uploading the whole people became a lead, you only upload those people who converted, right? You sold them over the phone, and those are high quality. And if you upload that and create a look alike off of that audience, that will be really, really high quality. So for lead generation, it becomes essential essential essential. And then high ticket e commerce, as well. So those are not your average people. They buy products about $200, $300. And then that becomes a really high ticket product, which is extremely, extremely good for you to create a lookalike audience. And let's jump into the platform, and I will show you how to create Lookalike audiences. Okay, we're in Meta Ads manager, and let's say we come into one of the AdSets. And usually, guys, if you are doing lookalikes, I do want you to create these lookalike audiences in a separate AdSet. Not mix lookalike audiences and your interest targeted. It usually messes up the learning and it doesn't help you. Here, let's say we duplicate this AdSet and I say duplicate with this original setup, and it is going to be sitting under this campaign. And now I duplicated this AdSet. The reason I duplicate this, guys, I don't need to add all of the ads that I have running one by one. Basically, I have all the ads in an existing atset and I just duplicate this to create a look alike audience. So now it is asking me the AdSet name, and I will just X out of this and I will put that name later. So I go under the audiences. Okay, we have the classic controls, the location. We have the suggested audience. We're not touching any of this. Now we want to come to custom audiences, guys. So here we have include these custom audiences. So you're going to click on this pencil icon and select a custom audience that you want to create a look alike off of, right? We have a bunch of audiences here. Let's say I want to create a lookalike audience from my website visit. Reason I usually do this is because we don't have enough people who purchased from this brand before. If you are in that scenario, the best lookalike audiences you can create is people who visited the website, right? They at least show some interest to your brand. So now, since we clicked on this, we want to create a lookalike audience off of this brand. Usually, when you will have a drop down, the reason we're not seeing a dropdown to create a lookalike audience is because we haven't selected defined further. So I'm just going to out of this, and I will come here. I will click further limit the reach of your ads, and I will say switch setup. And now, if I click I'll add this same audience, I will be able to see, so it was 180 days website visitors, Yes. And now, guys, you can see, I will just tick that off. I will come here and go to the right. You will see this arrow appear. I will click on this arrow and I see create Lookalike Audience. Click on this bad boy, and now you are seeing the look alike setting. So here it is asking you to select an audience location. It is going to be Australia since the core audience is basically my seed audience is in Australia. And now what I want to do is select the percentage. Now it is important. So, guys, as I covered, zero to 1% is going to be most similar to the people who visited my website, right? So you can see your source for that lookalike audience is this. It is basically the seed audience. And you will see, now, what is the range, and you will see how many people in that each range of, you know, look alike. So zero to 1% we 228,000 people in that audience in Australia. So this is really, really similar, and as I said, this is a small number. That's why I would suggest if you make this a little bit bigger, zero to 2%, you will see almost 500,000, zero to 3%, you will see 600,000. And if you do zero to 4%, you will have almost 1 million. That's why I suggest at least move with three brackets. So zero to three should be the minimum for you. So then you can create this audience or you can do, let's say, 62, zero, sorry, three to 6%, right? So that is another three bracket. And these are really common brackets that you can test. And we have six to 9%. That is also common. Another common way of using lookalikes is you can drag this, by the way, like this, zero to 5%. That gives you 1.1 million. And you can also do five to 10%. That is also a really common lookalike audience sizes in terms of, you know, percentages. So what I will do here is zero to 3% first. I know this is under 1 million, but I will also test stacking these alike. So let's say, source audience is this, I will go down, and I will say, create this audience. Yes, I'm happy with this, how this looks, and I will create this audience. Now my lookalike audience is basically created, guys. And how can you see this lookalike audience, and it will appear right here. Look alike Australia, 3% website visitors, 180 days. So since we edit this, we don't need this anymore, and you can out of that, right? I will out of this. Cool. And we only have those lookalike audience. And we are good to go, basically. So if we go up and name our assets, 3% look alike of website visitors in 180 days. Cool. So now I can publish this. And once I publish this guys, I can create a duplicate of this and I can duplicate this and then test this against those three per 6%. So how I'm going to do this? Let's imagine I published this and duplicated this exact assets and I will create a look alike of the same one. But it will be a different percentage. So I will see which one actually works better. So I will find my 180 days website visitors here. Nice. And I found it. I click Hover over and click on this arrow and create a look alike audience. And I will drag this all the way to six. I will drag this to three, and it will be basically three to 6% look alike audience. So I will create this. And again, guys, that's why I suggest, do not go below 3% brackets. The reason is your audience will be really, really small, and let's ex out of the website visitors. Cool. Now we have three to 6% of people that we can target from the lookalike audience. Now I can go up here three to six. Perfect, and I can test this against the first audience that we created. So that is basically lookalike audiences, and you can create the lookalike audiences off of anything, guys. It doesn't have to be website visitors. So let's say let's see if you click anything. We will see the existing custom audiences. So what we have here, let's say Instagram engaged, right? So we have existing audience, existing customers, that will be a better audience that you will see better results, but you never know you want to test everything, guys. Instagram engaged. So we have an all right size. You can see the size of that audience. This is going to be very, very accurate, as opposed to existing customers or people visited your website. The reason is Instagram engaged, meaning this is meta own numbers. So these are going to be really accurate, but people visited your website is not going to be as accurate because it is tracked via a server or a pixel. So keep that in mind. So let's say we want to test against, Okay, let's do this. Instagram engaged. So I want to find people who are similar to my Instagram engaged audiences in the last 90 days. So I will click on this arrow, create a lookalike audience. And let's say I don't need to be really specific here. I want to have a big audience, and I will do zero to 5%. I will create this audience here. Boom, my audience is created. Now I will X out of this original core audience because I don't need to target them again, right? We are finding new people. We are not re targeting. So I will out of this and cool, and I will go up and name this audience, and boom, I'm ready to rock and roll. I will show you a couple of case studies what you need to do. Usually, what I suggest when you are targeting lookalike audiences. Meta tends to target those seed audiences as well. So what you need to do, I will cover exclusion in the upcoming video, but I suggest here, once you add your lookalike, come here and exclude that original audience. So we created a look alike audience from a seed audience, right? What is our SED audience in this lookalike audience? It is Instagram engaged. So we type in Instagram Engaged, and you can see this is the one that we created Lookalike from. And I click on this. And now I want to go and click Arrow. Let's back. So come here, click this arrow icon, and then click on exclude this audience. Now we are excluding this core SD audience, so you can see this look alike is included, and SD is excluded. This is great when your client comes and says to you, Look, we don't care about rows. I just want you to find unique audiences, right? I want you to find people who haven't heard of our brand yet. So this is going to be essential. That is going to be specifically essential if you are cre purchase Luc alike audience, right? That will be extremely, extremely important. So I hope this makes sense, guys. I will see you in the exclusions in the upcoming video. 27. Audience Exclusions: Body, in this section, we're covering exclusions. What are exclusions? Exclusions is basically like we covered in the previous video. We don't want to target the same people that we already target, we already sold to, and we don't want to waste our budget, basically, right? So we want to exclude certain people. I'm usually big fan of letting Meta find those people, but Meta is also an AI. And that machine learning AI learns from things. And if you give them some wrong signals and it doesn't align with your business goals, Meda's AI want to know the difference of your goals and some numbers you let meta to optimize towards. So you optimize towards sales, and as a campaign, performance goal it is convergence, purchases, and then you try to get purchases. Meta will maybe try to get purchases from your existing customers, people who visited your website, who are already aware of your brand, and Meta won't know the difference between acquiring new businesses, acquiring new customers versus just sheer number of sales, right? So I will cover how the attribution works, so you understand how meta sometimes makes mistakes. But now our goal is to understand how we can exclude people so we can align our goals with Meda's goal. So let's move on. Number one, I meta is not 100% accurate, right? These exclusions aren't going to guarantee you that those exclusions never going to see your ad. So that happened to us a couple of times, so you have to actually let the client know that these exclusions are not guaranteed. So they are a good guideline that will let you know, okay, you know, you're excluding these people, but just so you know, that is not 100% guarantee because these each audience bucket that you have are going to have some leakages, right? Imagine that as a leaking bucket, and those are going to have some holes in the bucket because it is not 100% accurate, especially if they're not on Instagram on Instagram audiences. If it is let's Instagram engagers or Facebook engagers because they are owned by Meta, there's going to be 100 accuracy. But if you are, you know, adding those exclusions as website visitors, purchases, act to cards, they're not going to be 100% accurate. Keep that in mind and inform your clients. Common exclusion strategies. So you can exclude people who bought from you. That is really common. Exclude people who visited your website, and you want to do that maybe for top of funnel campaigns. And if the goal is customer acquisition, you can exclude engage users from your top of funnel ads and go really cold audiences. And you can exclude certain demographics or locations, or you can exclude overlapping custom audiences, right? You can create custom audiences as we covered. Some of them might overlap, so you can exclude them. So a case study, let's cover the case study, and I will jump into the platform. I will show you how you can actually exclude this. And this, by the way, happened, guys. This is a real case study. So a pet food brand with a strong repeat purchase. So once you buy from this pet food brand, you tend to stick to them, right? Let's say, I mean, it is a hassle to change pet food. Like, I have two cats. It is a hassle to find a new brand, and then once you find that brand, you start ordering them on a repeat, right? Like you have there. You sign in to that platform. You card information is there, just click repeats. And then you buy from them. And the client doesn't care about the ROAS, right? They have a really high ROAS, and they're not impressed by it. Their goal with Meta ads is to get brand new people because their business is automatically inclined to get people to buy again and again and again. So they need to acquire new customers. So what is the problem there? So, from the repeat purchases, Meta was claiming the sales because Meda's algorithm is interesting. We have seven day clicks and one day view. If you are already buying from that brand, there's going to be some targeting there, which is, let's say, I'm interested in pet food already, and I bought from them, and I will probably see their ads again, if there's no exclusions, right? I will see their ads and Meta will think, Okay, this person bought from us because there was seven day click, one day view attribution window. That means if you've clicked on the ads in seven days, last seven days, or you viewed the ads in one day and then bought, Meta will claim the sale. So let's say you didn't click the ads, but you saw the ads, but you were already going to purchase from them, right? And then you buy from that brand, but Meta will say, Okay, this person bought from you just because of the ads, and that is a wrong signal. Meta is claiming that sale, and the rows will return that spend will look really, really hot. And you will think, okay, you're getting the sales, but not really. And this brand this brand didn't want that. This brand basically didn't want an existing customer that sees the ad and buy again. That brand was purposefully going after new audiences. And Meta's algorithm is now learning the wrong thing, right? They think they are driving the sales, but in reality, those are repeat purchases. So what is the solution? We basically came in and set heavy exclusions. So we excluded the list from their Shopify. We downloaded the list of all of the purchases in their brand history, and we addit that as an exclusion. We excluded 180 days purchases as well from their pixel, and also we excluded the email list. So we excluded all possible customers, and we tried to update that Shopify list every two weeks, because that list is quite accurate. We literally uploading the list and it is basically an offline list. And I showed you how to upload the list to Ma as a customoian. So we edited that customoians and updated that, uploaded a brand new list of people to Ma. They're not all brand new people, but that list keeps growing. So keep that in mind. So we are basically I mean, after two weeks, there's going to be let's say 100 new people in that list. So there will be 1,100 after two weeks, there's going to be 1,200, so on and so forth. So we are uploading and updating the list every two weeks, because we have 180 days purchases, also covering from the Pixel. So we are basically making sure we are still excluding different layers of audiences. On top of that, that wasn't enough. So we also wanted to make sure we excluded the email list because email lists, guys, they converge quite well, so we didn't want to actually claim the sale from the email marketing that we have going on. So what is going on in meta and how did we actually track the success of our campaign. So we didn't look at return at SPAD at all, and we tracked the new customers acquired a Shopifide. And we also looked at Google Analytics for more accurate numbers in terms of last click attribution. We're going to cover the last click attribution, and we calculated return on ADSPan and customer acquisition costs. We didn't mainly focused on return on ADSPan. That was the secondary metric for our success. The main metric was basically customer acquisition cost. We wanted to keep that low, and we wanted to have new customers coming in via meta ads, and we tracked ia Shop IF and Google Analytics four. So I hope they make sense, guys, and let's jump into the platform, and let's see how we can actually do those exclusions. Alright, guys, we are in meta Ads. And as you guys can see, we can exclude people from our basically targeting. So let's do that and let's exclude some people here. So we have custom audiences, and we said switch let's go back to the old setup, and you will see this here. So you can also exclude people here, but I wouldn't suggest doing this here. So you see include these custom audiences, and these are inclusion. So let's say you include 30 days Facebook engagers. And once you hover over, you won't see that arrow. So you cannot exclude people from this section. So let's ex out of this. How you can exclude these people is you need to switch to further limit my reach, and you will say switch setup, and now you can exclude these audiences from here. So click on this custom audiences and select whatever you want to exclude. Let's say I want to exclude people who visited the website, right? So I edit that and you can see this audience is being right now targeted, but I will come here. This arrow icon, and I will say, exclude this audience. And now I'm making sure I'm not targeting people who visited my website, and on top, I'm excluding people who bought from our brand before. So I will go down and find an audience that actually says people who purchased from us. Let's find that audience. Lo alike purchases, not that one. And these are all custom audiences that we created previously. I want to see an audience that has, you know, purchases, look alike purchases. Okay, Clav purchase. So these are people who purchased. This is, I think, an audience that is created via a Clavier integration. So let's see let's add that again, ClaviaPurchase. Okay, we edit that. Now we are basically excluding this audience as well. So exclude people who are in at least one of the following. So, that's good. Now we are excluding these audiences, and you won't be able to target them, but it is not 100% guaranteed, just so you know. So keep that in mind. So that is how you do it, and I will show you one more thing, which is defining existing audiences. Alright, now to see the defined audiences, we want to come to a creative campaign basic and once you create a campaign, let's say it's a sales campaign, and then we will say continue, and you will see the defined audiences where you will be able to see the reporting. That is not about mainly targeting, but it's more about reporting and once you see the reports. Oh, how many of my sales came from the existing customers or engage audiences. That will usually be seeing that in the audience segment reporting section on the campaign level. So if you want to see that, let's click on the audience settings there, and you will see we are in the audience segments. So now we can actually create or define our audience segments and we will see additional insights. Now we are in the under the audience segments. We can now define the engaged audiences here and existing customers. So I will just start by creating the defined audiences under existing customers. That will help us to see how many of these people are actually buying from like, are coming from my existing customers, right? So you can click on this and search for some existing customers. So you can see the ones will show up here. So, Clay purchase, I will add that audience. This is an existing customer, right? So existing customers as well, I will put that in. So basically, I will see the reporting as, Okay, how many of these people are buying is an engaged audience? So I will add from the engaged audience or existing customers. So let's now add some engaged audiences. We're just defining. So when we look at from the breakdown from the reporting over, let's say, last 30 days, we will be able to see that. So this is important, guys, when you are just using no re targeting, just targeting with one big campaign, one week headset, you will be able to see the breakdown and say, Okay, 30% of my people are already engaged audiences. So let's select some engaged audiences, not existing customers. So it will be basically if you can't find the audience that you created, you can actually create a custom audience, and that custom audience, guys, will be from an audience source. So it could be a Custom Audience website, a catalog, offline activity, lead or shopping, and you will only see that those people, you won't see the Instagram related meta sources. It is the big one that you need to understand. Let's say I say not existing customers or catalog view product. Okay, so that person is kind of engaged, right, looking at my catalog ads, visited at Tokarts not really, let's say 180 days in visitors. So that is done. I will just go down and click Confirm here. So now we created our audience segments, and I will just confirm this. Okay, now it is created, and I will say confirm here and perfect. And now we can go to our ads manager and see it in the breakdown. But of course, it has to populate. And now I can see I will just out of the two, these are basically, guys, not published campaigns, and I will just delete these campaigns. Okay, now we can see this in as a breakdown. How are you going to see those? So you will come to this one. These are the columns. You can see the metrics, set the metrics. What I want to do is click on this one here, the breakdown, and as we go down, we will be able to see those by audience segment. So what I want to do come to time and time, you have demographics, and under that, you have audience segments. So if you click on the audience segments, you will see how many of those audiences are actually your custom audiences. So we don't have that data because we just created these audiences. But after a week or so, we will be able to see the engaged audience here are bringing most of the purchase value or the audiences that we created, not engaged, but past purchases. So maybe they are repeat purchases, so you will be able to see that here as well underneath the ad. So what did we do? Came to this icon here, right next to the columns and go to the right under the demographics here, age and we had demographics and age and gender, and we clicked on here audience segment. So once you clicked on it, you will be able to see the breakdown. Hope that was clear. That wraps up the audience section of this, and I will see you 28. Meta Ads Learning Phase: But in this section, we're going to be covering learning phase, what learning phase is, and this is really, really important. So pay close attention to this section. So learning phase is basically they're trying to find out who is that ideal person that buys gyms or your products and services or reacts to your ads. So it is basically a period where the delivery system or the algorithm tries to learn about, you know, which person reacts the best or each is the best place that you get the most sales or leads. So how is this happening? How can you see if your ads are learning? So when you are in the AdSet level, you will see the learning in the AdSet level as you guys can see here. And also, we will have to enable that delivery column. So go to the columns and click on delivery, and you will see this learning right here. So that means basically you are in the learning phase currently. So how do you get out of the learning phase, right? So it is a phase. So, you know, you want to get out of the learning phase. So Meta understands your ideal avatar and gets you the best possible results. So you need to get 50 results in a week after a last significant edit. What is a result? So, guys, we selected sales as a campaign objective and then in the at set level, we looked at what is the optimization result, right? So you can choose, let's say, at the card purchase, conversion, but we want to say conversions. But when you said conversions, you need to have 50 of them, 50 of the sales leads, whatever the case may be in one week. So that is a big, big number. So that is the reason why I suggest do not make big changes. So you need to have 50 results, meaning converging events in a week after your assets last significant edit. So what is a last significant edit? So meta considers these as a significant edit. Any change to targeting, so you add an interest or remove an interest, change to add creatives, and a change the optimization event. So let's say you are optimizing towards sales, and then you change it to, let's say, to cards that is a significant edit as well. Adding a new ad to your asets also a significant edit. Pausing AdSet for seven days or longer, that puts it back to the learning phase. And if you change the bit strategy, for instance, at cost cap BitCaP, we haven't covered that yet, but if you change that. So what to do, wait until your ATSAt is out of the learning phase. Again, if your budget is too small, you are not going to get out of the learning phase, and I have different strategies for that. But this is if you have the ability to get out of the learning phase with enough budget. Avoid unnecessary edits, guys. Like, put the creatives in and do not touch it too many times. Do not create too many ad sets. So that's a big one, guys. So as I said, even on the retargeting section, do not create, you know, minuscule, different targeting interests, stuff in different at sets. That is not going to help you. That is going to hurt you guys. So the reason I say, you know, amalgamates and put all of the assets into one and have a one big stacked audience, one big stacked at set that will help you get out of the learning phase way faster. And don't set budgets too low. Let's say if your daily budget is $10, $40, $100, you're not going to get 50 conversions, at least 50 sales in one week, right? $100 a day. I mean, your cost per purchase has to be I mean, you have $700 a week, right? So your cost per purchase has to be extremely low for you to get out of the learning phase. So you have to have realistic budgets. Alright, let's move on. And let's say you don't have enough budget, and then for you to get out of the learning phase, cost per purchase is high, you will be in learning limited phase. So that is basically not a phase, but that meta is telling you, Look, I got stuck and you're not receiving 50 optimization events in a week after your last significant edit. That is basically keep you stuck in that learning limited phase. So meta is not achieving that optimal phase where you can find better, better, better people or better target audience to get your ads to convert in a really better. So I don't expect a magical number if you get out of the learning phase. I mean, it's not going to improve like 100%. Just consider your going to improve by 20%, 30%, right? If you get out of the learning phase. So being in the learning limited is not end of the world, so do not really get upset about it. So I've seen many Add accounts. Keep in mind, the client is going to tell you, Look, Jim, my cost per lit is a hundredths. Let's say, they're selling something really expensive. And their cost per lit industry average, the minimum is like 50 bucks, let's. Their budget, they cannot go beyond, let's say, thousand or let's say, $3,000 a month. With that calculation, your daily budget is going to be small, right? Like, what is that? 30 bucks, 30 bucks a day, something like that. There's no way you're going to get out of the learning phase with that budget. And if that's the case, you do not have to, like, um, think of, Oh, okay, this is not going to be profitable for the clients. There's no way we are going to get out of the learning phase. I mean, don't get stuck in that mindset because you still can be profitable and you still can get great results. I've seen many clients they make such good results, such good money with learning limited in many of their assets. So it also depends in different factors. Like, that is not the only thing that impacts MDA. So that will maybe hurt your performance by 20%, 15%. That's it. Not not more. So keep that in mind and don't get really stuck. The main thing that is going to impact your performance is your creative. Keep that in mind. So, if you want to get out of the learning phase, there are a couple of things we can do. Combine assets and campaigns. As I said, but I've had a lot of different campaigns, I've seen like some Atcuns they have separate calie campaigns. I mean, there is no need for a alike campaign, right? You can maybe have look alike assets, but maybe you don't want to have, like, separate interests like shoe interests, competitor interests, behaviors, engage shoppers, different assets. You don't have have separate access, put them into one, and you will get better results. Raising budgets is the best one. I mean, if your budget is too low, you're not going to have enough optimization rents, and that is not going to get you out of the learning phase. And if you have bit control or cost control as a bit strategy, you want to raise that, we're going to cover the bid strategies as well, and that will help you get out of the learning phase as well. Another one where people do, but I don't do and suggest, I just want you to know what other people do, changing the optimization events. So that will help you get out of the learning phase a lot faster. But again, with a small budget, you will still be in that phase. I will show you what I mean by that. So you come to your ads manager here. What they do, guys, they click Edit to an AdSet. And here, let's say we are in our assets, we will go down, so we can see the converging events. They change this to Linklix or something like that. So which is not ideal. I know. So I will show you how they do it. So they just duplicate this adset and duplicate with the original setup. Yes, so let's say I'm duplicating my atset here. What they do, this is the converging event, right? So they change this from purchase to at to cart. So, of course, you're going to get a lot more at two cards in a week, maybe 50, up to 50 at two cards with a small budget, but you're not going to get 50 purchases, right? So I'll say an example could be you get maybe 70 at two cards, but like 20 or 20 or 15 to 30 purchases. So there's no way with that budget, you're going to get out of the learning phase. And if you're running ads for client and they can't increase their budgets, you can say, Look, I'm going to change it to at two cards and Meta will find who is adding to cart then once you have that, if your performance improves, you duplicate that atset and then at, let's say, change this to a purchase, right? Or some people do like we have content as well. This is the easiest one. You can get out of the learning phase a lot faster, a lot faster. Conversion if you change the conversion events. So, guys, that is basically it, and really not my personal suggestion to do it Meta will try to find more about more of those people who are going to add to cut instead of purchasing and they're going to they're going to optimize towards the wrong thing, which I do not suggest really. Alright, guys, that was it for the learning phase. Don't get too attached to it, mentally. But if you have the ability to increase the budget and amalgamate the different audiences into one asset, do it. That's your number one thing. Increasing the budget is also one of those important things. But again, if your client is not going to, do not think it is going to hurt your performance crazy. So you will see 20 to 30% improvement if you get out of the learning phase, and you will have a green box which says active. So if that's the case, Kudos, you're doing great job. Sometimes you get out of the learning phase at 49, 48 conversion events per week, so it is not exactly 50. But again, don't get too attached to it. Creatives matter the most. Alright, I'll see you the next one. 29. The Role of Creatives in Meta Ads: But in this section, we're going to be talking about meta Ads creatives, and this is going to be an intra a soft intro. So we're not going to get super, super technical in this section. I'm just going to talk about how meta ad is evolving. So the role, the core role of meta Ads creative is changing. The targeting is getting less and less accurate, and meta algorithm is getting more and more smarter. So that's why creatives are more important than ever. For those of you who ran meta ads before and you are watching this to refresh your knowledge, you will know Meta As at one point, you could have just upload an image ad that is really ugly, just showing the product with no background whatsoever, and just the price tag, you will, if you have good targeting, you would have gotten great results. But nowadays, targeting is not really important, right? A lot of people don't even do any targeting. They just have broad targeting as we covered, just agent gender and location. Just let it run with different creators. And as they find new creatives, they will see great results. They don't even bother doing any targeting whatsoever. So this is the ultimate hierarchy that you need to know when it comes to meta advertising. This is so important, guys. I wanted to cover this first in the beginning of everything, but we didn't have enough. If you're just, like, learning meta ads from the scratch, you didn't have enough context to understand this. What is creative, what is targeting, what is ad copy. Since you know all of that now, it will make more sense. The number one thing, the most important thing is the offer. That is the offer. That is the most important thing. You have a cleaning business, and you're cleaning houses, right? You have a competitor that is charging $99 to clean one room. And if your home has three rooms, you're going to be paying 300 bucks. And if you have an offer, saying, completely free, regardless of how many rooms that you have, the first cleaning service, the first booking first booking is completely free. That is simply a better offer. If you have just white background, black text on it, you run that static ad image ad, you're going to get way better results than the other guy who has fancy creatives. Why? Because your offer is simply more appealing to the user. So we're going to look at how we can craft better offers. But if you're in ecommerce, for instance, you don't get that chance to create really tricky, fancy offers, right? Because you're selling your product at the end of the day. So that's why we're going to look at after offers, creatives. That is the second most important thing. For ecommerce, let's say, you cannot really, you know, you can test different angles, different pinpoints, but the most important thing is going to be creative. Then they add copy, then we have the targeting, right? So the targeting is the least important when it comes to meta as right now. So there's a great saying you can get better results with great creatives and awful targeting then a bad creative with pinpoint amazing target. So if you like, even if you reach your ideal avatar, like the perfect avatar, if you don't have that great creative, that is not going to appeal to that user because they are subjected to millions of different stimulus on social media. So Amanda's algorithm is changing. Basically, you can target people with their creative and messaging. You're going to be thinking, Jim, like if I have ten creatives, how do I know Ama targets the right users? They have billions and billions of data points. You're not the only user. They have billions of users there. And there are also thousands and thousands of hundreds of thousands of meta advertisers. So they know the data points. And I will show you an example some people, some advertisers actually using this tactic where they just advertise. They don't have a retargeting campaign. They don't have a retargeting headset. What they do is a next level thing, which is basically letting Ma decide, and they push all of the creatives into one adset or one campaign and let Meta decide which one is basically retargeting creative? How can they do? Basically, there's going to be one ad taking majority of the spent, but that is going to have a low return on Nspen. That is going to be determined by meta as a top of funnel creative. That is the prospecting creative. And there's going to be one ad that is going to have relatively lower Nspan that is going to have a higher frequency, let's say, three X, four X frequency, and that ad will have a higher return on NTS. So that means if that ad has a higher frequency, that ad is acting as a retargeting ad so that you can see mana can exactly detect which person or which creative is more, you know, user friendly in the bottom of funnel context or top of funnel contexts. So there is 90 to ten rule. There's actually 80 20 peta principle, but I use it as 910 in meta advertising. 90% of your efforts in meta ads should be on your creatives, and only 10% of your effort should be on targeting and other settings. So with one winning creative, you can skyrocket your profitability. That happened to us. I was running ads for a print on demand company. Like, the owner of that brand was really young, 20-years-old kid. And he was basically, you know, print on demand shops, right? Like, there's Printif you know, there's other websites that are like apps in Shopify. So you can basically once a person buys a product, they ship the product right away. You don't have to haul. You don't have to have any manufacturing. You don't have to have any products sitting in your warehouse or your home, basically. So it is really, really convenient. The only downside is, like, the quality of the t shirts are not great, or the apparel is not great. So that client was basically we just focusing on the creative. Like we were doing testing, some targeting. But at the end, we realized broad targeting, even though the niche of that brand was super hyper specific, hardcore metal Christian lifting brand. So there's a lot of intersections of different niches. But that brand, we did really, really well on a broad targeting because meta was super effective into finding good creatives. And the client was providing the creatives. And he was really talented in terms of creating really good video ads. And we were just rolling those video ads into that broad targeting campaign. And after we found those leading creatives, broad targeting, targeting anyone and everyone, just age and gender targeting. But Ma found those ideal users with the focus on creatives on our side. And then the store was making ten K per year, and then we skyrocketed to 150 k per month in revenue. So imagine you have 20% profit margins, you start making 30 K, 20 K per month profit. So it is that strong. So for success guys, what you need to know, you want volume and variety. I know I said 1 minute creative could take you to the moon, but you have to focus on volume and variety to find that winner creative, right? So if you look at Mt I actually suggest do not rely on a single good ad because that ad eventually will die off. That is called fatigue, creative fatigue, which we're going to dive into that later on. So you want to test many formats, angles, cuts, hooks, different things to feed the algorithm to find the ideal combination. So if you are one of those people who say meta Ads don't work, you basically have to reframe that too. I haven't found a inning creative yet, and that's fine. So the top advertisers, including myself, we test hundreds of creatives before winning a vining ad. And until then, we do not focus on, Oh, okay, we're not profitable yet. We don't say, Oh, okay, meta ads don't work. Let's switch to another platform. We don't say that, we stick to it. We just test different creatives. And if you found one really good combination of a hook, a body, a call to action, an angle, a unique selling proposition, you will do really, really well. So that is the rep, and then the next section we're going to be talking about ad formats. And what budget brackets, how many of those creatives you need to include in your adsets specifically ad formats. See you in the next. 30. Creative Formats: Alright, guys, now we are talking about creative format. So this is the basic one. When you go to the ad level as we created the ads, you see a couple of options. Number one is static ads, which are also known as single image ads. So they are basically just one ad, which is not a video, right? Just one single ad. But also, you need to keep in mind, you want to have two variations. One is for the feed, and one is this specs, which is called story specs, 1080 by 1920, which is going to be vertical. And the other one is going to be square, which is super simple, and we covered that previously. So what are the pros of static ad? So super easy to create and also fast to create. And I will show you some static ad formats, not formats, but styles that you can implement right away if you haven't done them already. That are proven to work all the advertisers are using right now. So FAST to Create, if you have Canva, if you have Photoshop, or any free editing software, you can just dragonrop easily create one of those. You don't need any editor whatsoever. And works well with direct offers. If you have a complex product or a complex service, it might not work really well. And it is an amazing retargeting, but also it works at any other stage, as well. Middle of funnel, bottom of funnel, again, I'm not really a big fan of funnels, but I mean, for you to understand, I'm a bigger fan of one big campaign and then maybe one retargeting campaign. So nowadays, you can run these ads at any stage, and you can create as many of them as you want. You can test, for instance, this creative, but like 20 different headlines with this creative. And metal will tell you which one is the better one, right? What are the cones? What are not good with staatic ads? I mean, I wouldn't say not good, but downsides. So easier to scroll past. I mean, weaker thumb stopping than videos. If you have a strong hook versus an image ad, I mean, that is not going to be comparable, right? A lot of people will stop for a really strong video hook, but for a static ad, not really. Limited storytelling. You cannot tell much on one frame, right? You can stick to one messaging. Here they are sticking to one messaging. You don't need to overpay for premium chinos here, you can see really sticking to one messaging, which is what? Basically, affordable Chinos, right? And quality affordable Chino. And at fatigue sets in quickly with these ones. What does that mean? Like it performs quite well, and after that, people get used to your ad and that adds fatigues. And with study cats, that happens quicker than video ads, and less data for the algorithm. So there's no play rate, no watch time, no hook rate. There's not many specific metrics that you're going to have on the video ads. Let's cover those. What are the pros and cons for a video ad? So we have a stronger attention storytelling hooks. So a person, well, if you have stronger of those like storytelling, hooks on and so forth, people are going to stick around compared to a static end. And you can this allows you to have more product demos, more transformations, more before and after narratives you can do those with aesthetic ad with a single image. Why? Because you can show if you have a complex product, let's say, a unique, really innovative product. The best way to actually show that is through video ads. If you have a really classic product like a Mug, for instance, or an iPhone case, yes, static ads work really well because everybody knows what they are. But if you have some sort of unique product, you need to show that demonstrate that with different angles on a video ad. Otherwise, people don't understand and the confused mind don't buy. Never forget that. And we're going to have higher engagement signals. We can see a lot more data, such as watch percentage, 25%, 50%, 75 to 100, compare different video ads to one another. Clicks, comments, I mean, the engagement rate, the hook ratio, which we are going to build as well. And this performs usually better in top of funnel. And this scales really, really valga scales super easily. What do I mean by this? This can eat a lot of budget in a good way, right? If you have just statics, I mean, they're going to take some spend, but after a while, the performance will drop. But if the video is good and quality you found that winning angle, it will perform quite well and it won't die off so easily. So I wanted the cons, like downsides, more expensive and time consuming to produce. It is the case, unfortunately. I mean, we're going to see how we can create AI videos with a basic footage, but this is the reality of it, right? Editing a video takes longer than editing a photo. I mean, if you need to do a proper like a video shoot with the product demonstration, it is going to take hours and days, right? It takes time. And if your hook is weak, and even if the rest of the video is amazing, with a weak hook, first 3 seconds of a video, your performance is going to suffer. Then we have carousels. These carousels are great guys. Like the one I showed you for a re targeting ad was basically a caerse ad, right? Causel ad, but a catalog attached to it. So it was dynamically shoving products in a carousel format. Of the pros, multiple cards. You can showcase different products, features or steps. And my favorite way of doing this is showcasing multiple products with a catalog ad. You can do that in top of funnel. You can do that in bottom of funnel, right? And interactive, they can swipe, gives a different signal to the algorithm. They can see who are more engaged with those ads. And it is great for retargeting, like view the product X, here is the Y item, right? And that works really well as we set up in the catalog ad as a retargeting. What are the cons? It doesn't scale so well, guys. Like, it does quite well in the re targeting. It gets quite a bit of big budget and gets the purchases, yes, but you're not going to hit like $2,000 a day, $10,000 a day, in some certain cases. If you are going to be a media buyer, Facebook ad specialist, you're not going to hit those, like, really high $50,000 a day budgets with carousel ads, unfortunately, right? And also, if the first cart isn't engaging, like, there are separate cards you can call them slide cards as people swipe, they are not going to stick around. That is unfortunate reality, but it's not a big con if you ask me. So if it can feel clothed, I mean, on a story placement, these caausels also look like esteticat, so not a huge problem on a story or a real placement, but on like a feed placement, it could be a problem, compared to, let's say, estheticat, right? And we have one more, which is not super, super common. It's a collection ad, and it is only for mobile. You have to keep that in mind, and it is also in the cons. I put that here. So what are the pros? Like, it is great for ecommerce. And if you have ecommerce and connect it to catalog, which is super easy, you just download the meta and Instagram app, and then you attach your datasets and then click Continue Continue automatically attaches the catalog there, and you can show a video at the top and the products at the bottom, which is great. It basically creates an instant experience like a storefront, right inside of meta. So they don't have to go to your website. Let's say, your website loads really slowly, and it takes a lot of time. You don't have to actually go through that hurdle. They just see the products and a video at the same time. And it allows dynamic product retargeting. Like you can show people what they browsed previously. And this works only if you have multiple skews to showcase. What is a skew? It's like a product ID, right? And then if you have, let's say, just one product, it won't work. You want to have multiple products, and most ecommerce stores do have those. And it doesn't scale. Unfortunately, since it is only showing about mobile and it doesn't and only also, since it's mobile specific and you need to certain things at the same time, like, it has to be and the placements are limited with this one, as well. It doesn't work on certain placements, like marketplace, so on and so forth. So that's why it doesn't scale we around, but it's a good edition. I sometimes include that, but for sure, I do not rely on it, right? So let's see some examples of your daily budgets and what type of creative formats that you could include. I didn't put in the collection here. I mean, you're going to have maybe one or two collections and not more than that. The reason I didn't include this because it only works on mobile. Yes, mobile traffic will be almost 80% of your traffic, maybe 90% of your traffic. But again, collection ads are not so so popular, and it's not going to be your winner ads. That's why I didn't include that in here. So this is a matrix that you can look at, and these numbers are you can do plus five minus five. These are not like set stone numbers, so you can be creative, exceed those numbers, go below those numbers a little bit. I mean, do not stick to it by heart, but that is a good guideline for you. So let's say you have $10 a day, one campaign, one at set. I mean, ideally you want to three creatives, not less than that. I do not suggest less than three creatives. And you can have two static ads, one video ads. I suggest at least a video, start with a video ad there. But two statics, one video is a great combination for a small budget like this. And let's say you start running this, you don't see good results. You're not profitable. You pose the ones that are not even getting any at two cards and include new versions of those formats. Then you have the second one. What is that? Let's say you're spending $100 a day. It could be 150. It could be $75. Like, minus you can take minus five, I add plus five here, and you can do the same here. Like, of course, don't minus five here. Sorry, don't minus five, it doesn't make sense. You will be $95 a day. You can do plus and -50. Like, it is a range. Think of it like that. Um, if you're spending $100 a day and you reach that budget, you're profitable. And you have that amount of money to spend to make that amount back. What I suggest at least have three creatives. Of course, you can have more. Again, do not stick to it. Maybe you want to have five here and two video ads. And if I have $100 here, I would include at least one carousel. Below $100, I would bother including a carousel app. And I usually use that carousel for retargeting, and I would put that into a different at set. But if you want to use just one campaign, just one at set, and no retargeting, you can still do that, right? You can have that carousel, and Meta will use that as a retargeting creative. So Meta is smart like that. Yes. And you can have two videos now. It was one video here, and you can increase that to two videos. I mean, again, it could be three videos and three statics, just a guide. Let's move on to, let's say, you started scaling $500 a day. So that is almost 1,000 sorry, $10,000 a month. That is a really healthy budget. So now we're getting serious here. So you don't want to have below ten creatives. Below ten is not good here. You will fatigue so fast, and every three days, you have to add new creatives. So like, people will get bored, people are going to start reporting your ads, and then it will get more and more expensive, and they're not going to get good results. So aesthetic ads, I suggest at this point, and almost half of them, maybe 60% of them are not going to do well, so you're going to replace them right. And then you want to have four video ads. That is a good point to have four videos, maybe five, and I will keep my one carousel still. Say you include increase your budget to $1,000 a day. Now we're getting serious here. Why you want to have around 20 to 25 to 30 creatives here? 15 statics is a good point. I want to have six video ads. I'll start testing video hooks here once I have enough video ads to test, and I would start testing hooks, angles, unique selling propositions. Now I can have two carousels. Maybe one catalog ad and, like, automatically added catalog carousels, and one specifically designed carousel, maybe I put my top selling products here. Let's say you have $5,000 a day. I would at this stage, want to have more than 30 creatives here, at least 20 statics, and I want to increase the number of videos to 11. Now I'm getting serious with testing videos here. Of course, you're still testing maybe angles, headlines on your static ads, but you want to increase the testing scale on your video ads. At this point, you probably have two to three really good video ads with strong hooks, so you can change different angles, backgrounds, some, you know, pacing of the video, test different stuff. If you have $10,000 a day spending, and I have multiple accounts at this stage, running with this type of budget, which is quite common. Like, if you are not used to running ads for big brands, it may sound scary, but it is quite common. There's a lot of brands, especially ecommerce brands doing ads with this scale on meta advertising. Suggest if this is under one headset, you want to have 45 creators, at least, guys. 30 statics. I mean, you're going to run out of statics really fast. You're going to come in every two days. You're going to pose some ads, add new statics. But you want to give more time to the video ads because you need some spent to see if they're performing or not. Because I've seen many cases, a video ad doesn't do anything for a week, and then after a week, it picks up like crazy and becomes the best sale producing creative. And I still stick to two carousels here. If it is under one AdSet if I'm duplicating this and dividing the budget, maybe $10,000 I wonder at one atset and I have multiple other campaigns and multiple other assets that I do some other testing. And let's say this is my scaling campaign and ast, you know, that's enough. Two carousels are enough. And if you are spending $10,000 plus a day, meaning it could be $20,000. I mean, you're going to hit like $50,000 a month. It is quite rare. You're gonna have a lot of $10,000 a day, but 50,000 plus, it is quite rare. At that point, 50 plus creatives, 30 minimum carousels, I'm sorry, 30 minimum statics here. And if it is one at set again, I still suggest two carousels is enough. Like, you can add more to maybe different showcase different product, let's say, you know, product categories, let's say, genes. It could be, kenos testing different and showing different images of them. Then you can add more. But I usually am a big fan of one big catalog ad and one best sellers, two separate carousels. And again, if you're testing, you know, different product categories with carousels, then feel free to add more. Carousels. You can have up to ten to 15 carousels. I mean, the best way to show this is go to big ecommerce stores and go to Meta Ads library. I will show you how to navigate to Metads library, but it is a place I will show you in the upcoming modules. It is a place where you can see what other brands are running. And if you go to Amazon's Facebook Cats, if you go to La Su's Facebook cats, Ebas Facebook Cats. So like big ecommerce stores with thousands of different products, you will see like they cannot possibly create specific ads for each product. I almost impossible, right? So it is not feasible at all. So what they do, they do dynamic catalogs all the time. Like, they have ten to 50 to 100 Amazon ads. They have 100 different carousels that I just checked today carousels, 100 different carousels, and they're using catalogs. And all of their ads, they're showing different categories. Let's say, you know, home related stuff in one carousel. You know, clothing related stuff and we carousel, cleaning related stuff in one carousel. And there are some other carousels that they show based on retargeting, based on the likelihood of what people are going to buy. And look at TemuTm Tim's product, Tim ads are all carousels. They are now recently engaging with more, you know, eye catching, strong hook type videos, investing more into their video creatives. But you will see they are relying a lot on carousels. I mean, if you are a big reseller, like you're selling other products that you not that is a really common strategy which we're going to cover. Alright, guys, that it's like an intro to creative format. We're going to dive really deep into Ad creators because that is basically how you run Meta Ads right now in this day and age. Alright, guys, hope you're having fun. I'll see you in the next one. 31. Introduction to Basic Static Creatives: Following section, we're going to be looking at basic creatives that you can create. And if you don't know how to create static ads, static images, I will show you different ways that you can get to those images. And there are four ways that you can use. Number one is going to be creating in Canva for free. Is the free version of Canva, and you don't have to pay anything. Just sign up with your email address, and then you will be able to create the following creatives that I'm going to show you. The second option is Cava Pro, which I'm subscribe to Canva Pro, which is a paid version, but you have a lot more options like removing background, HD, enhancements, so on and so forth, which definitely is worth it if you want to be serious with your Facebook advertising efforts. Number three option, you don't have to create any ads at all, and I have a lot of advertiser friends that they don't know how to create ads, right? They don't know how to design images, videos, whatsoever, which is fine. And then you have to actually go and outsource this work to someone else. And here we have our first option, which is upwork. You can go to Upwork, and you will find people who will basically design those creatives for you just like this. And they charge certain amounts, and these are simple creatives that you can create. Doesn't require a lot of skill. Basic creative, so it's not going to be so expensive, but you will have to test a lot of different ads, then it might add up. The fourth option is basically fiber, which is a similar platform to Upwork, and it is exactly the same. Some people like freelancers, designers have their own rates, and they charge certain amount for certain creatives. And you will say, Okay, I want five different static ads, and I want them to be created in, let's say, three days, and they will charge you a certain amount. And a lot of different people have a lot of different rates, right? You can find from $10 to 50 to $100, right? It is d and the amount varies depending on the person's experience. So these are the four options that I'm given to you. What I suggest, have some basic skills in Canva, how to design those ads because they are going to be simple. And once we jump in, you will see different variations of creatives. They're basic to go create right away and start testing in Facebook ads. So these ads ad styles are proven guys that I'm going to show you. They work, and you can right away, start testing. And I have some explanations with them, and you can just get to work and see which one is working for you the best. Alright, see you in the next one. 32. Basic Go-to Creatives | Us vs Them: Guys, let's start with the basic go to creatives. The first one is going to be us versus them. This is such an easy creative type to create. Basically, you're dividing the screen into two just like this, and at the top or at the bottom, or you can divide it horizontally or vertically as well. This example divided the screen into two separate horizontal segments. You can see you put your product here, and you put your competitor's product. Right? It doesn't have to be exactly you don't have to mention your competitor's name, but I will show you a bunch more examples. This is great because it basically tells you or your prospects why you should buy, right? You basically answers, why should they buy from you? It is easy to fast to create. I mean, you can create it in Canva in 10 minutes, and it works better if you are going to mention the price, it works, of course, better if you're cheaper than your competitors. Or you should not mention your price, right? It doesn't work if you are more expensive. Don't mention the price. You can compare other stuff. Like, whatever your unique selling proposition, you want to mention. It works at every stage of the funnel. The only thing is the user or the prospect has to be aware of the problem and the solution, right? If they don't even know there's like a hair pill that helps people to, you know, grow hair back, there's no need for you to compare yourself to your competitors. I mean, if the user has to be in a position where they have a problem, they know the solution, and they know one product, which is your competitor, and now you're presenting yourself as the alternative to that product. Let's see one more example. We the Ridge wallets. Again, guys, again, if you want to see some ad examples, Ridge wallets ads are great. So you can also use a Instagram style headline here. My girlfriend thinks this looks tough. I mean, look at this, guys. They use a different ad here. You can use this comparison us versus them. Plus, on top of it, you can test different headlines just like this, right? Like POV style, like looks organic, really organic. So you can see this is the old wallet, the competitor, which they're going against the norm, basically bulky, wears out, doesn't fit in the pocket. The ridge wallet, on the other hand, stainless steel, sleek, you know, blocks, whatever super durable compact, it doesn't have that bulky look. And you can have another headline here, for instance, you can test different headlines with this one. Again, this scales really, really well and it doesn't die off as fast. So another example, we have rash cards. So Rash cards is what people wear during jujitsu training, so on and so forth. So they're comparing this to a normal rash. You can see extreme gee rash cards. So silicon belts, customized design, they don't have the customized design. So they're comparing what the competitor doesn't have, but what our brand has, basically. Flat lock stitching. They don't have that lightweight fabric. They don't have that. And on this brand, they have all of it, right? So again, us versus DM style creative. Let's see one more. This example works because, again, they are going with the price specifically. If you do not have a cheaper offering, do not compare with price, right? So, for instance, these guys, most likely, more expensive than the normal RSH cards than the norm basically. And they don't compare with the price point. So here you can see these are cheaper than the alternative. You can see there's ours. You can say us versus them on you don't have to mention, you know, other brands. You our brand versus the other ones. You know, you don't have you can put your logo here and don't put your competitors logo, of course. You can up. Some people do it and they don't get flagged, but they might, you know, sue you for defamation. And you can see there's a huge price point difference and BM. So you can see Tom Ford, they're using the competitors. They're probably not going to get, you know, slander, they're not going to get sued for slander because they're not saying anything else, putting the price, right? And then we have a couple more examples us versus them. So traditional multi vitamins versus Smart supplement, right? You can see a comparison as well, and they are using they're probably more expensive here. That's why they are not using the price point as well. Let's see. Smart probiotic versus green sludge. So, you know, the green juices, they are using this word sludge to make them look really disgusting and so on and so forth. You can see they are apparently cheaper. They're using this as a price point at the bottom in pounds, 20 billion CFO, 7 billion something something. And again, a comparison. Like, you put the USPs that you offer. You can put what they don't offer or you can put what they lack in. One more. So you can see they are dividing the screen into vertical lines. Usually dividing the screen into vertical lines is more popular as opposed to this one. This is a horizontal versus them. This is vertical. And this is comparing to other types, right, not just one. So $1 per fill more cheaper, non toxic, pace saving, high efficacy. You can see expensive, expensive, a couple more options tablets, other tablets, existing liquid. So they're doing the comparison for all brands, almost, right? All different type of competition. So let's take a look at this base supplies versus other brands. So you can use that comparison as well. And it is a good idea to use a different color background as well when you're doing your comparison. In all of our examples, except this one, you can see they are using a different color background for each part. This one, as well. This one didn't use different color, this one used, but it is more common than not, right? So we can see, again, whatever they have, which is a negative, there's a cross sign here. And irritates the skin like nutrients, nutrient rich, gentle on the skin, and you can see the comparison here as well. And we have one more us versus them, which is for like an immunity supplement. You can see us versus them. They literally using the us versus them as well. So the product image just remove the background super easy. Ten calories, one added sugar, and you can see the competitor. They literally put the product of the competitor, 35 calories, 6 grams added sugar, which is not great. And we're going to jump onto the next one, and let's see what else, what easy to go creatives we 33. Basic Go-to Creatives | Testimonials: Guys, we have testimonial ads. So why do we use testimonial ads, and they are all over the place? Number one, it builds trust. Number two, it is super fast and easy to create, like us versus them creatives. I mean, you can handle objections with this one, right? The best thing, you don't have to create the random testimonial or just make up a testimonial. I mean, you can use the actual testimonials, but I've seen many brands make up testimonials. Like, there's not such a testimonial that exists. But what you want to do is, what are the common objectives that you have for your product, for your niche, right? Let's say, how do you find those common objections? You go to read it. You go to Chachi PT and ask them these are, what are the common objections for my product XYZ? These are the alternatives, right? You're going to have a lot of common objections. Let's say, for instance, I've never had such loudly poops. Ever I'm so grateful this is for digestion at, right? And then a common objection would be like, this is expensive for a supplement. There's no point buying this instead of, like, eating clean, right? That would be a common objection. So what you want to do is use that and turn it into Chachi PT or sorry, turn it into a testimonial. How are you going to do that? Example would be, I was thinking this is really expensive. Instead, I thought, you know, eating natural foods would be way cheaper than buying this supplement, right? But as a result, I thought I was thinking that. However, it turned out, you know, I was wrong and it became cheaper because I'm now more time efficient. My digestive system is way better, and I'm getting extra nutrients, so I don't have to buy multi vitamins. You see how I'm turning this around and making this an objection handling in and of itself. So we can do this objection handling in the ads as well. We need to do that. So you can use this for bottom of funnel super common for bottom of funnel creatives, meaning retargeting ads. And I've seen this many, many times. You can use this in top of funnel again. And in one campaign structures, you can use that as well. Like meta will find which user to show your ads to. You don't have to, you know, create multiple, multiple campaigns. Let's take a look at this one. We go to skincare brand, which is a really famous brand in Australia, must have, like super simple. I mean, they're not trying to handle any objections here, just must have a testimonial. One more, let's take a look at this. So you can use multiple testimonials. So there is a benefit at the top, a product image and smells heavenly and is not greasy. Being greasy is probably a common objection here, and they are using this as a objection handling. I love the scent but sexy. Again, not an objection handling, but just a proper testimonial basic. So I meditate, so running becomes more than just running. You can see for headspace is basically an app that people use, and this is coming from a running coach. Like, you can use this style as well. And we have fun for Lumen Lumen is, again, a skincare brand for men, but now they turn it into, like, this red light therapy thing, a new product they launch. The future of skincare is lumen they don't miss. Again, this is for creating some trust for the brand. But I'm not really a huge fan of this because it doesn't really handle a new objection, right? So 100% cheaper than XY, that would be better, you know? I was skeptic. The improvements on my skin changed how I look at lumen. That could be another way of handling an objection. Maybe they don't want to make up testimonials. Maybe they're literally using actual testimonials, but again, it is up to you. So we have one more here. So they literally using this verified buyer text here, which is good as well. Again, some of them are basically story mode, some of them square. So doughnuts get hung up on it. And within 48 hours of using this product, I could see my skin plumber and line softened. I'm 62, best product ever and at an affordable price. So this is a really great testimonial that you can use. And long ones are usually better ones. But again, the long ones are going to be harder to read. People are not going to spend so much time. But if they're on the edge, they're not sure that is going to help a lot. We have one more from sheet society someone who always wakes up often during the night, but since I've been using sleep well, I have such a deep sleep. So you can see, again, covering some objections and creating that trust with the bread. So that was testimonial example, super easy to create. And you can just we're going to create some of those together as well. Don't worry. I'm just showing you the go to style creatives, the basically steady cats that you can create and such an easy creative styles to create, guys. Like, you don't have to have anything, just a product your logo on top and a testimonial. You can see how easy that could be, and once we create some, you will understand how easy that could be, as well. Look, move on, and let's see the other creative style. 34. Basic Go-to Creatives | Callout Benefits: One is quite common, guys. You've probably seen this all the time. But if you're not looking at the ads as an advertiser, you probably missed it. So just pay postage, a big headline or best selling impact way protein. Okay, that is not the one that is call out benefits, but what makes this ad a call out benefit style ad is they are using showing the product. Usually the background is removed, and there are some small arrows showing the benefits and features of the products, right? So, this one is 18 18 grams of protein per serving, which is a benefit. We can see over 40 delicious flavors. Benefits, less than 2 grams per sugar per serve. That is basically a feature, less than 114 calories. That is a feature as well. The difference between features and benefits is features is a features is basically something that is features is basically a specific thing about a product. Benefit is basically how that specific thing benefits you, and how we can turn features into benefits is you can put so that. So, for instance, let's put less than 114 calories feature, so that it becomes, you know, you don't have to you don't have to worry about the calorie dense protein shakes, right? 'cause it is super low in calories, right? So so that and you can say, o how that benefits me. You put so that in there, and then you see how that benefits you. And there's a testimonial at the bottom. I mean, that is not a testimonial style ad, basically a call out benefits style ad, but you can use that as well. So you can display benefits and features easily with this creative style faster and easier to create again, and great for top of funnel and great for scaling. It doesn't die off fast, and you can run this for months. Let's see other one. Hull is, again, another protein shakes style brand and meal replacement mainly, and they are testing different headlines here, but you can see more vitamin C than an orange, that is a good benefit, more protein than five eggs. So they are making you quantify those specifics. More Omega three than a salmon fillet, more potassium than a banana. So you can see how they're using these features with benefits, right? So you don't have to actually how many grams, let's say, instead of more protein than five X. So if I were to say here a feature such as, let's say, 30 grams of protein, right? That is a feature. So that it is more protein than five X, so you don't have to sit down and eat five X. So more vitamin more vitamin C than an orange means, basically, let's say, 10 grams of vitamin C, which doesn't mean anything for a lot of people. Instead, they are seeing more vitamin C than an orange, so it becomes, you know, tangible in your head. Let's see the other one. We have a Nike shoe, basically, right? You can see they are basically using the call out, not benefits, but here quick and easy entry that are using this as a feature, as a feature, as a feature. And you can use it just with features as well. Doesn't have to be always benefits. We have one more rice. Say no to bloating, which is a common problem, you can see they are showing the ingredients here, right? Ingredients and what they do. So turkey tail, Okay, what does it do? Feature, and benefit is digestion. So Raichi what does it do a feature and stress relief. Ingredients and the benefit. So what is that? Sht? What does it do Immune support. So kink trumpets, what does it do anti inflammatory. So you can see rice supplements are doing this really great. And you can see there's nothing going on in the ad, right? There is a big headline, and usually you want to combine this with a big headline there to, you know, create grab the attention because your headline is the hook of aesthetic ad. Super easy to create again, there's no background whatsoever, the product I mean, you add a background color if you want, but these guys just put the product image here and some ingredients and their benefits. Super easy to create. Let's take a look at this Eukora. Again, what is so they're using a big headline here. Why not try Eukora and they are using these benefits with arrows. You can use it with arrows or just lines up to you all natural, you know, whatever five star reviews, how many of that, whatever the case may be, research back, again, another benefit, money back guarantee, another benefit here as well. So we have one more from Hue. Huh is using this arrow benefit style as well. And this time, instead of saying more protein and five eggs, they 40 grams protein. They're using features here, right? So they're testing as well, guys. Like every advertiser is testing. You need to test different variations so you find the winner format for your ads. Again, there's another benefit here, 400 calories, 27 vitamins and minerals and vegan. So you can see how they are doing this really, really well. Alright, next one, we're going to jump on and cover a different basic to go aesthetic style. 35. Basic Go-to Creatives | Offer Text: Guys, this is a really overlooked at style. This is offer text. What does that mean? So you have an offer. You put that offer on the image and you don't have anything else in the background. That usually works better with services because I mean, usually with products, you want to have the product image, so at least people know what they're getting, right, if you're using that stuff. You need good offers with this creative style, guys. If you don't have a good offer, let's say, you're just a marketing agency and you say, hire us digital marketing agency, we're not going to have a lot of people coming knocking your doors, right? Why? Because I mean, it doesn't make it doesn't entice them to take action. You need good offers. Instead of saying marketing agency hire us, you can say, two months free SEO. And in my previous agency, we did that. And so then you get a lot of traction, even though you're creative is not really appealing, right? And also doesn't work with classic products. As I said, ecommerce doesn't really work fast and easy to create and works really good with top of funnel with bottom of funnel, doesn't really work well. I tried, and a lot of advertisers tried as well. So what the art they're doing? Still relying on expensive influencer or agencies to provide UGC videos. Get high quality UGC starting at $119 licensing included and delivered in less than ten days. So you can see their offer is pretty good. Not an amazing offer, but you can see $119 high quality UGC licensing and delivered in less than ten days. So that is the offer basically they so one more, there's a little image in the background, number one ranked realtor on Google Local Search guaranteed. So this is coming from an advertisement agency again, but they included that product, but you can see they're basically an SEO service, right, local SEO. And their offer is just a text, right? There's nothing going on in the background, just an image here for the image of house. Let's take a look at this one. Amazon FBS store owner, we make for you great Amazon PPC ads or work for free. So this is, again, a really strong offer. So you don't if you cannot succeed with Amazon ads, Amazon PPC ads, we basically work for free until we get this stuff done, get this stuff working. That is a strong offer, so there is no text whatsoever. Let's take a iron. Become a certified media buyer in 24 hours. For only $27. That is a strong offer, right? Oh, okay, I'm going to get my certification. I'm gonna only pay $27. And in 24 hours, I will become a certified media bar. I can get a job, so on a software, right? Strong, strong offer. So you don't need a lot of creatives. Of course, we I mean, this is just one ad. You're probably going to have 20, 25, 50 ads in one ad set. So we have one more. If you have a strong offer, you don't need much in this offer style text. So you can see up to 80% of vintage, Black Friday sales, so huge offer, up to 80%. With Black Friday offers, you're going to see a lot of these. Like, they usually go target everyone. And also including their retargeting audiences, most people know this brand as well, and then say, Okay, Vintage, they're going to get 80% of vintage clothes, and then 20% of all sneakers. That is great. Let me click and see what they are about. Let's see one. Now casting entrepreneurs and business owners for new TV show. Again, there's not a great offer, but they're using just this, you know, offer text. The offer is subpar. I mean, what am I going to get? You know, am I going to get out of this? Am I going to get paid or am I going to be famous? So you have to take or you have to underline what they're going to get at the end of this thing. So we have one more here. So paper, hey, pay per person, 15% off your next order. This is basically re targeting at, saying, Okay, this is for you. I acknowledge the relationship. And if you buy this now, you're going to get 15% off. And you can see the offer, 15%, not amazing offer. But if you have an offer, you can use this creative style for variation. Alright, guys, that was it for the offer text creatives. In the next section, we're going to be looking at a different style of creative. 36. Basic Go-to Creatives | UGC: Guys, these are, again, one of the basic ads that you can create, not static, but this is really, like a generic, basically, a creative style that I have to briefly cover this. We're going to look at creating video ads. They are going to be a totally separate section. But I want to underline how you can leverage user generated content. UJCmes user generated content. And you do not just test one user generated content creator, you test million things in them. But I'm just going to show you the benefits, the downsides and some examples. And once we come to the video section, you will understand how to do those as well. So again, as we covered, you can create Canva free, Canva Pro. We cannot do them here, right, because we need a person to become our user generated content creator. For that, we need to go to fiber and upwork, and there are people, professionals who are basically user generated content creators, so it scales really, really well if you find a good combination and a good offer, but it is hard to create. That is the problem with these ones, guys. It is hard to create because they literally have to find a person, give them a script, so on and so forth. No cheap as well. Like, you have to create the script, pay them, send them a product so they can test, so on and so forth. So hard to find a winning version, but if you find a winner, it doesn't fatigue. Let's watch this one, for instance, let's get an idea. So we watched it briefly. Once we come to analyzing winning ads, we will look into in more depth, but you can see a person literally testing your product. And at the end, you will see a person is suggesting, Oh, you can buy now here. That is basically the whole premise. Let's see another example. So putting four bet and pants on, this is more of a like, again, a user generated content, but a little bit more like lifestyle, right? Let's see. So it's a short one. Again, it's like a meme style, more of like how people would react. Looks organic. And forbidden pens is kind of like forbidden because, like, it makes your like apparently the butt more butt bigger so on and so forth. So her boyfriend is really like, you know, oh, oh, my, you have something I want. It's like kind of fun kind of skit. We have another one from Lumen. Let's your watch how they went about creating this. You just generated content style. Let's watch. I Okay, see, they are using very different cuts, not just one guy speaking in front of the camera. There is a lot of money spent in this production of this video, but the premise is the same. If you pay a lot more, again, expensive. But you can get this kind of video, right? There's editing going behind this. There's a lot of efforts went behind this, right? Different scenes. One user generated content creator, but a lot of cuts as well. Let's watch another one. This is really long, but again, looks really organic. This is really classic style user generated content in person in front of the camera testing the product. So, UK see guys, they are basically trying the product in front of the camera. It could be T shirts, pants, makeup, skincare, anything or service as well. They do, Oh, I tried Jim's X Y Z course. That was amazing. You can get that done, as well. So user generated content testimonials, they are great, but it is not as easy as, Okay, I tried one thing, I didn't work, or I tried one thing. I did. Not as easy as that. You have to test a lot of stuff when it comes to user generated testimonials, because there is a lot going into creating those. I will cover them how to make a winning ad in terms of a video ad. But this is just one really common example that you can get done by sending this to someone on upwork and fiber. I will show you how to source that, but you can get it created and really common creatives that you can try. I will see you in the next one. 37. Basic Go-to Creatives | Podcast Style: Body in this section, we're going to be looking at podcast style videos. Podcast style videos work extremely well for some reason. Scales really well. I had one example which I'm going to show. We tested this, not this one, but the next one in one of the clients campaigns, and this basically started spending 95% of the budget in all assets. And we tried different creators, right? We tried testing different ads, but that one was the winner, and it's scale to the moon, right? With one creator, we probably spend maybe $100,000 on just one creative in a year. And for a year, the creative didn't die. So once you find a good winner, it goes really, really vill, especially the podcast style. So expensive to produce, yes, works well on top of funnel, and it doesn't fatigue easy. Again, I ran this creative for a year. Hard to produce and looks native. So this was let's watch the first one first, and let's watch this one. This was the ad that we ran and ran for a year. Let's watch. So you can see a short ad, but we did such a good job with these ones. So let's watch this example. So, again, a person is talking about how he is finding this product useful. Let's watch Omer here. But the key here is the person shouldn't be looking at the camera, and there should be a microphone in front. So those are the two key points when creating a podcast style video. So it is a long ad, but you can see this person is talking and going on and on about the products, how this is helping him, so on and so forth. So you can see we have one more, and there's a question from the customer. And again, this person is not looking at the camera and looking this way and almost doing a podcast style video. So you can see, you get the point this person is speaking this way and talking about not looking directly into the camera like he's being interviewed. So this is the podcast style ads guys that you can utilize and get great results with it. Alright, guys, that was it. Again, in podcast style creatives, you can go to Upwork or fiber, any of these two sites and get a person. There are specific people who do podcast style creatives. They focus those as user generated content creators, right? They know how to create those. You can pay them amount and get four to five different scripts to them. We're going to come into how to write scripts, so on and so forth. But those are important things when you need to consider when you want to create a podcast style ad, and these work black magic. They are great. Service based businesses. It could be. So, for instance, this is a service based business. This is a service based business. This is a service based business. This is basically an ecommerce business, right? It works with everything. So again, give it a shot. You will see a lot of great results. See you in the next one. 38. Basic Go-to Creatives | Tweet Style: But in this section, we're going to be covering tweet style ads. Yes, Twitter changed to X, but these are still called Tweet style ads. So what are those? Basically, you are portraying a creative or portraying your offer in a tweet style or meta ads. And the reason this style became popular was it looked really organic. Like, everyone knew they were on meta, right? You're not tweaking them. On and looks organic in that way, but it is an organic content type. So since you push that on meta Ads, people don't have that better blindness. So it is fast and easy to create, looks better and works better on top of funnel, but it dies off really fast, and it doesn't scale so well. And it is getting outdated. So I'm going to show you a better version of this, which is now popular and it's not dying yet. So you can see this Russell Branson is a really popular marketer, three steps success formula, log on flow socials, dive into nobs newsletter, which he's promoting this. Watch your marketing game transform. Ready, question mark. Click below. Again, you can see everything is a tweet format, basically. And still there's a call to action involved. We have one more here. This is a specific creative. The reason why is, like, they are shoving a video inside, but the video is captured in a tweet style. So let's say a person tweeting something here, what the ****? I wish I knew this before buying more body wash. And you can see at the bottom, underneath that, we have a video. Still a tweet style. Let's see one more. So we have a tweet. My boyfriend has bad acne scarring. Is there anything he can do about it? And then a response to that, which says, Get him looming, Caracol, scrub for sure. This is the real deal. So they're kind of capturing a conversation here and trying to make it look real. We had one more, which is also a little bit more popular. You can see the Grock sign here, like, which is X, not tweet anymore, but still the same style. Do not buy this led LID ED face mask unless you're ready to stop looking exhausted all the time. They're using the reverse marketing or anti marketing. They're also called as, and you can see there's a lot of images and slides before after there. And in the next one, I will show you the one that works quite well nowadays, which is taking over the tweet style. 39. Basic Go-to Creatives | Iphone Notes Style: Guys as promised, this is the iPhone notes style. So this is the one that is taking over and working better than the Tweet style. The reasons are still the same. Dies off fast, doesn't scale well, but the only difference is it is getting more popularity compared to the tweet style. So, for instance, let's take a look. And it is so organic. I mean, you see this every day. You open up your iPhone. It is in the notes tab, right? And people using this as kind of like a person sharing his notes, right? My intermitate fasting plan current, wait this, go wait this, and then there's a call to action. This is taking people to a free test. Let's take a look at this. Give shoes to a waiting child for just 15 bucks. And this is again for a donation related ad we are seeing. Free Google *** checklist, right? This is a lead magnet. We're going to cover the lead magnets. Free Google *** checklist. We scale brands seven to eight figures using this exact resource, save time and money, optimize that quickly. Beat your competition, a small image here. I know you don't put images in your Google notes here like this format, but doesn't harm your performance. And you have a call to action, and it looks organic and native. Let's see one more. Again, this person, this brand, put this magic mind brand, put the image in here as well. Get more out of your day. Supports your mind, manages stress, fights brain fork, fog helps you think, boosts energy. Feel superhuman, call to action. And there's an image of the product as well. We have one more. Reminder, it's okay to be sensitive noise, right? Noise. It's okay to sensitive to noise. So that is basically kind of an ear plug. You block out the nose, overwhelmed by the nose, as you can see, again, Shop loop engage earplugs. There's a call to action right then and there. So you can buy the product right away. Again, looks organic. One more, again, you guys can use the white version, Black version. You can change however you want, test it. I tend to find white version works better, and the quality of leads if you're doing lead generation is a little bit better. Let's see one, do yourself a favor, stop wasting time on social media, sign up morning. Boo. It's free. Get smarter in five days 5 minutes a day. Click Below and it call to action. Alright, that was it, guys. Give it a shot. Let me know why you think. 40. Basic Go-to Creatives | Value Pack: Yes. Now, we have value Peck style creative. So this creative style is one of my favorites, to be honest, and you can display what you are offering by editing them on top of each other, even though it is a intangible product, just like a landing page, like or Facebook ads, you cannot hold Facebook ads in your hand, but this person is showing the value here with different creatives. Done for you, Facebook ad just for $97. So why I like this one? Looks better at and works better at top of funnel, bottom of funnel, it works both ways. A scales fast, fatigues, fast though, keep in mind, so you have to refresh this style a lot. Great to display the total value. And also, it works great for bottom of funnel and top of funnel, both of them, and easier to create. So let's see some examples. So we can see one here. So this is an ad copy ad, right? So they're selling like how to write ad, like a copywriting. So how are you going to advertise this? So you create some you make it to look like it is a tangible product, right? So you're edding them on top of each other like this in a cheatsheet format, 12 at copy frameworks, 16 or 18 at creative frameworks, ad planning production, video editing hundred million dollar at Swipe File, and you can see some camera stuff and everything and extra bonus, best offer. So you can see, this is kind of an advertising type of product, but they're showing you, even though this might be like, just three page something, they're making it look like it is in a lot of value you're getting for the price. One more. So we have Russell Bronson here again. He's showing you what you're getting over on top of each other and for free. So he's creating a higher perceived value. So marketing advice anywhere. So this is like 400 bucks. Lou, your dream customer, 100 bucks, 100 bucks, 100 bucks. So you add them all together, it adds up to $19,000, but now they're giving it away for free. If they said free, it wouldn't look so valuable, but now they're making it look like, Oh, there's a lot of value in this. So if you have a product like this, I suggest you give this a we have one more free LinkedIn blueprint. Again, they are showing this. Okay, if you add all of these Sepe on top of each other, this is $4,000. But you can see now with this offer, you have it for free, and it increases the value of this freebie, right? You can see how it looks. Like, you can do this like this, like a paper stuff, like almost like a hard copy style, or you can do this with green screens with a lot of TVs or laptops or iPhones. Works both ways. Alright, that was it for the value pack. I will see you in the next one. 41. Basic Go-to Creatives | Before & After: Buddy, we are looking at before and after. So this looks similar to us versus them, but again, it is really common to use this line divider vertically and different backgrounds vertically as well. So words great for top of funnel, bottom of funnel, scales really fast. And if you show skin before opts or weight loss before and afters, your ads will get rejected. Not a lot on the skin, but weight loss before opts, you will get rejected right away. Skin people get away with it. I will show you how they do it. But overall, this is a really easy way of, you know, advertising your stuff. So let's move on and let's get started. So we have one before and after here, as you guys can see, which is a really common skin before and after, and they got away with it, how they can do it. Again, the only thing is you do not promise anything, you know, the only key result in this before and afters in 60 days in 30 days. If you say that, you will get rejected right away, right away. They won't even listen to you. And then there's a testimonial at the bottom. Let's see this one. So old me, New Me, and they're using AI. We're going to cover how to use AI for at creatives and knee wraps, slow walks. Again, new version, look at this perfect, and the benefits are written here. I suggest you use it and use it with a vertical divider. Let's see this. So this is not before and after, but they're showing a process. You can see trust the process in quotes, and we have a product that, you know, grows the hair, makes it healthy. Supposedly, they're not promising any timeline, but looks great. Let's see this one. So we have a before, after. Again, a hair serum or something, and we have the before. We have the after. It's curlier, thicker hair. You can use hair before and afters like this, as long as you don't promise any timeline. We have one more lumen skin care. So again, skincare, it's really common for skin care, but do not do it with weight loss. Try to display your products in a different way. Fade dark marks now, you can see start for under ten bucks after pay before and after. Really simple creative type. Again, you can add another layer here and show the product. For this one, again, they are showing the product here. Here, they are showing the product here, and they are showing the product here. And let's see, yes, we have it here as well. It is common to show the product. And if you have a marketing agency, for instance, something like this, you cannot show the product, right? Maybe you show the results like this. Alright. This was before after I was in the next 42. Basic Go-to Creatives | As Seen On: Is as seen on or as seen as or as advertised as type of creative. So this is also known as advertorial style. What do I mean by this? So, this looks like you see actually like an article 0R linked to an article, and this looks organic, right? The main thing with this one is it looks really organic, but the key with this one is you don't want to drive people to your homepage. To your product page. You want to have a specific landing page where you get the person warmer because there's going to be an incongruency from what they click on and what they see on the landing page. So I would have a landing page like a website page where I talk about other like get people used to it, right? Don't pretend, of course, your website is Forbes, but I talk about how this, you know, from lockdown to operation freedom, you know, the zero to seven figure. And then at the end, I offer my product and service. If you just say, Oh, where are the agency just sign up, they probably not going to the reason they clicked is different reason. So it works great at top of funnel, doesn't scale so well, 'cause you need to test a lot. People get used to it. And potential for being sued, yes, that is a potential you have there, right? It's a risk you want to take. If you fake this and Forbes sues you, I mean, I mean, I worked with really big entrepreneur in Australia, and I was running his ads, and he has a saying, um so do it and then say, sorry, right? It's not a great thing. Like, ethically, it's not great, but, I mean, that's what he did. And again, he used to steal a lot of other people's contents, a lot He's like a really famous entrepreneur in Australia, and he used to steal all the other people's ads, right? Like, literally not changing anything, using them for his businesses. And I was telling him up front, like, this is not, you know, blah, blah, blah. But, he has such a big business. If he gets sued, he has more problems than an average Joe at a shopping fight store. But he's saying, like, if he gets warned, we will take the ad down. So that was the initial um, philosophy of him. So again, I've seen a lot of businesses fake this. So do not really worry about it. New York Times Forbes, you can do this and looks native and builds credibility. And if you don't want to fake it, guys, if you want to get really featured in these, you have to pay them at least $2,000. So they're PR firms or, you know, promotions, promotion firms that specifically focus on those like Forbes, New York Times, Yahoo Finance, whatever the case may be, they charge you quite a bit to show talk about you, basically, right? And let's see some examples. We have one agency top Melbourne agency celebrates birthday, giving away three months of Google At. So this makes sense, right? So a person clicking this, they want to see waited three months of Google At. So as I click on this, I land on their, you know, information page where I can actually put money put my email, phone number, and basically, you know, become a lead for them. We have one more. So they are actually mimicking channel news. Seniors are overspending on health insurance despite little known service. Oh, what is this service? And they click, right? So, this would be a This would work better on an adveritorial page, on a lending page. If you take people to a product page right away, it won't work. And we have no idea if they actually got this specific article published, literally, or they just edited this to appear like it is showing up on Channel News. It is a big news place platform in Australia. We have men's health one. So this is basically not maybe there. We don't know the relationship. Are they really, you know, featured in men's health? It is a brand called True Classics. It is a T shirt brand. Voted Best T shirt by 5 million men globally. You can see we have this text over here, and it looks like they are published on men's health, and they might say, Oh, you know what? The brand, the Men's Health text is not written. Like, you cannot see it fully, and they can claim if they are sued, we didn't really actually try to mimic men's health. It could be something else. There could be another word behind this guy's head, right? So it is a little bit of a tricky tricky point. So abd with your like, take your own risk. I'm not responsible for this. And again, it is fine. A lot of people fake this. And again, as an example, as I said, this famous entrepreneur was doing this with his, like, big businesses, and he wasn't really stressing about it. Alright, we have one more as seen on Channel News. This is a women's clothing brand. Motto fashions miracle pens are wait listed and preparing to return after going viral. Again, this is a fake article, and we can see this I mean, you're probably not going to the channel news wouldn't really publish an article like this. You can see a lot of brands are faking this. So, or you have the second option where you just can't pay these platforms like Channel News or New York Times, or Malls Health or, you know, whatever the case, maybe Forbes, New York Times. And they have there at the very bottom of their pages their email addresses. So email them and talk to them and see how much they charge for an article. And if they charge X amount, you can use that right away, and you don't have to worry about being sued by day one day. Alright, see you in the next one. 43. Basic Go-to Creatives | Lifestyle: Hey, we are with the lifestyle creative. So lifestyle creative, basically, there is no text, no edits, a person in the wild and he's wearing the clothes or using the product in the wild with no editing whatsoever, right? So works create a top of funnel, and usually one ad won't be a top performer on your lifestyle ads, but it is a great addition. And most of the brands, I suggest using this. If you have a clothing brand, 100% and keep your niche in mind as well. Like, if you have a really hardcore lifting brand, and if you go out there like this guy and then take a photo shoot there and use those photos, it wouldn't really make sense. If you have a hardcore lifting brand, you want to go to, like, a dark gym, like a dungeon, right? Like, look hardcore. So you want to match the environment with your native ads. And look organic guys. Like, your friends don't publish photos on their Instagram or Facebook, really highly edited stuff, right? By this, buy now. It doesn't look native, but this looks native. You will see a couple of your friends posting a post like this. Looks native, right? Because, yeah, that's the point. We want to look native. We don't want to look like an app. So we have one brand from a true protein brand. You can see they are a protein brand, no call to actions. You don't want to put any buy now, shop now, anything like that. Maybe a logo here and there could be alright. Maybe a small text. That's about it. And ideally you want to make it look like this, which is a great addition to your overall creative mix. We have one more from Rog, which is a lifting equipment brand, and you can see it is they are putting their logo here, but other than that, everything looks native, really native, looks great. Let's see one more. We have one more here. This is a brand for jewelry, and you can see how native this looks. This person in the while at home, you know, holding some stuff, basically, but it looks really organic. And I wouldn't say this is an ad right away. I have to you know, my brain has to process this for a while. Alright, I'll see you in the next one. 44. Basic Go-to Creatives | Meme Style: I have to tell you this upfront, these I don't find them working really, really well, but here and there, I see popular brands using this, so I have to show you. So these are basically using memes and incorporating into your brand, and you can see true classics. I love their ads. I will have a list of brands that you can mimic that you will find great creative ideas, suggestions, so on and so forth. So again, me and Black Friday sale, he's peeping the girl out, and then we have his actual girlfriend and the gift my wife thought I wanted. So he's actually wanting true classics. So it doesn't scale so well. So these are going to get a couple of sales here and there, but they're not going to be your top performer, unfortunately, unless it is extremely hilarious. And works well almost any niche. So you don't have to think, Oh, I have a really high end brand. I cannot use this. I mean, all the brands, almost all of them uses this guys. You just have to get over that, you know, like a Louis Viton type of brand mindset. You just have to get over that idea. So let's see one more. My boss after I finish my week's work load on Monday, he doesn't know yet I'm using motion. So this is a motion app they're promoting, and which is quite funny. I mean, Witty I wouldn't say you wouldn't laugh at this, but it's funny. It looks native, so, right? You see a lot of organic social media, so a lot of creatives on your organic feed. And this looks one of them. We have one more Milk road holding the guy crypto investors. This is FX FTX. And, again, a funny meme. Let's see one more. I will find you eco brands wanting to scale to one K to two K. If you have seen the movie taken, you will get the get the, you know, get the joke. But other than that, it's just a meme. And again, you know, take it with a grain of salt. I use it here and there, but I never see these ads become the top performers, so do not rely on them too much. Don't spend too much time on them. Alright, see you in the next one. 45. Basic Go-to Creatives | Remarketing: We are seeing some retargeting ads, and retargeting ads could be a broad spectrum. You will see a lot of different styles used in retargeting ads, but we will see some commonalities. So they're easy to create. If you use statics, of course, its recovering statics, doesn't scale so well because it's retargeting. There's nothing wrong with the creatives. The only thing is there's nothing wrong with the creatives, since it is retargeting, that's why it doesn't scale. Works well almost any niche, and it's not going to be top performer in terms of bringing the most sales, but since they are retargeting ads, it will be the most profitable. So you can see another deal more happy customer. It looks native, showing the customer almost like a testimonial and showing how they are seeing great results. And this is, again, like a happy customer type style photo, attic ad, and the person just put some text at the top, right? They just bought the car happy. And this is such a simple ad to create. And how do I see this is a re targeting ad? So, this guy is saying another deal, more happy customers. So he's acknowledging the fact that you actually interacted with his ads before. Let's see one more. Verified comfort. So we see some other testimonials, one, two, three testimonials, the product here, and at the bottom, free shipping on orders 100 plus. So this is basically saying, I don't know what is your objection. Is your objection? You found the shipping expensive? Is your objection? Do not trust the brand. Look, we have a lot of happy customers, real reviews from Amazon. Or if you're not sure if you don't like it, you want your money back. Try it free, risk free for 30 nights, right? So you can see they are handling a lot of objections, and that is the commonality. You will see in retargeting ads, handling objections is a big thing. We have one more here. Again, nothing in the creative, but you can see the ad copy here. I highly recommend it, blah, blah, blah, as the pat owner here. So we can see the logo and just a PAT, nothing crazy, but the retargeting is on the ad copy. Let's see one more. We have a lot of organic looking creatives, organic looking photos of customers. A lot of testimonials here. And we have five star hundred plus stories. Book a free strategy call. So it is actually trying to get them over that, you know, line of, Okay, if you're not sure, look at all these happy people that are, you know, raving about my product and service. Let's see one more. We can see this King Kong. Alright, I like Sabi Subi's ads. This is an ad basically showing you or acknowledging the fact that you've interacted with his brand before. This is a sign, right? And then he had a really long ad copy talking about why you should, you know, contact and get his stuff, basically, right? He's acknowledging the fact that we have interacted with that prospect. We have one. So this is a catalog ad, we looked at creating a catalog ad together, but we can see there's nothing going on in the ad creative itself. It is automatically pulling the products, but we like this for you. So it is acknowledging the fact that we kind of interacted with their brand before, and it is showing us if we actually want to purchase the product or not, right? So let's move on. We have one more. Again, you can do us versus them in retargeting, as well, and this is what they're doing here. So if you're doing on the retargeting or top of pole, you usually compare yourself with the market leader. So if a person is not sure about, you know, why they should choose you as opposed to the most common competitor. You want to give them those reasons. And here, maybe a testimonial would be better at the bottom. So we have one more from Amazon music. Get an echo dot for, and we had this, you know, huge discount, and we have this $4.99, and it is, you know, an urgency discount, basically, right? If you have an urgency discount, that is also re targeting. We have one more. Get 20% off for your first online order. So if you say your first order, x percent off, your first order, 10% off, that is basically getting people through the door to become a customer. Once they become a customer, you have their email address, you can retarget them. They have experienced your product before and they are ready to buy more. We have one more urgency and scarcity. Hurry. The clock is ticking, so they're getting you to hurry up, you know, create some urgency. And that is a sign of, again, retargeting. But again, there's nothing being handled, no objection. Like, I need to have a reason to hurry, right? Maybe is the sales running off or the price is going to go up? I need a reason, right? It is just a little generic. You want to put handle, no objection there. Get it before it's gone. And again, so hyper lime wallets. So this is good. They're giving me this is, again, I think the Ridge wallets. They're really famous. I think we looked at one example with Ridge wallets us versus them. But what they're doing is it is a valid reason. Get it before it's gone again. So it is limited stock. So that's why if it is gone, you're not going to see that again. Alright. That was it, guys. See you on the next one. 46. Basic Go-to Creatives | Team Photo: Body, now we're looking at team photo for service based businesses. This is a common one, guys. Easy to create. Works great at bottom of funnel. The reason it works great bottom of funnel is because you're creating that connection with a person who have visited your website, but didn't buy, maybe weave your video ad but didn't buy or weed your XYZ or social media, but didn't put his information and now we want to show them, we legit business, look at us. We are suit and tie, a lot of people working together. And again, this doesn't scale, but creates a genuine connection and amazing touchpoints to your under retargeting ads. So let's see this. So we have a healthcare place, healthcare brand using this and showing their staff members, right? So getting people to, like, getting people to meet the staff or it could be a pharmacy. We've done ads like that for a pharmacy, and I use the people, and the ones with people perform better than just a photo of the pharmacy. We're creating genuine connection in the bottom of funnel. So we have a law firm. You look at this, these are not robots. We can see they're real people, injury and car accident lawyers. So now you don't have to have any fancy editing here, but it is a re targeting. It just creates another touch point for me to trust these guys. Let's see one more again, injury, family lawyers, exactly the same style. And if you are a service based business, if you are one, two, three, four, up to ten people, or if you're one person, you can just have a headshot photo of yourself and say, You know what, I'm a one man this is great for retargeting, creating a connection. That is important. A lot of people don't want to be scam. People are risk a worse. So we want to have as much reasons as possible to eliminate that or handle objection they have in their heads. Alright, I will see you in the 47. Basic Go-to Creatives | Delivered Results: Body in this section, we're covering delivered results in a grid or tile format. What do you mean by delivered results? What I mean is basically we're showing what they get at the end of it in a tile format. So not just one, big least, you're dividing the screen into four. It could be five, six, up to you, how you want to divide the screen. But in each grid section, we have another success story or a delivered results. It could be, let's say, if you're cleaning toilets, clean toilet one, clean toilet two, clean toilet three, clean toilet four. You have clean, clean, clean, clean text on it, right? Easy to create works great at bottom of funnel again for re targeting. Doesn't fatigue well, right? Sorry, doesn't fatigue at all. So you can't have this running. I had an ad running for one year, had the same cost per cost per lead for a year, and the volume didn't drop. So it increases the trust and converse at a higher rate, so people see the results right away. So we have one here more than thousand tested and proven ads. So you might be asking, Jim, how do I see This is actually delivered. Like, literally, they created these ads. So you can see the ads here and they make it look tangible. It would be better if I saw a Facebook ads dashboard with good results, but we just see the delivered ads here. Still not bad guys still I will do the job. Let's see a couple more we can see before and after for hair loss clinic. So we have 1 second, 1 second, different angles. It could be the same guy, but we are seeing divided into four different results divided into four, one tile grid format. We have cleaning. Look at this. So they divided the screen into one, two, three, four, into four again, but in a different look. So you can see first cleaning free, and they have delivered results. Everything looks tidy, super clean, and I am happy with the results. So that was it for the delivered results. See you in the next one. 48. Basic Go-to Creatives | Google Search Style: Looking at Google search style. You will see this ad here and there, come up in your feed on your Instagram, on your meta, on other apps and sites. But it is never going to be the top performer. I've tested this with multiple clients. It never is the top performer. It is a touch point. I can say that it works sometimes for certain brands, easy to create and good for variety, but don't rely on this. So what we're doing is making it look organic. How are we doing this? Basically, you're typing something into Google, and when you enter, results pop up, right? And instead of that, now we are showing your product and services. What is the best running shoe in Australia. If I say that here, I will have my running shoe products here, right? So that is the main goal. For instance, best shampoo bar in Australia here, and we can see the results basically off that product. If they click, they see the result. Super clear, kind of funny, but it's a good ad. You can have this as a variety. So they use this also in this format. It's like an iPhone search. Moto fashion, we have, and the other results show up, but other results are basically benefits. So you can use that style as well. Multi fashion, multi fashions free shipping, multi fashion thir days, free returns, so on and so forth. You can see the other benefits one by one. So we have one more and also this person is using this as a not to display product, but to display his offer, up to 60% of everything winter sale and showing his products and just the offer is being shown, probably retargeting it. Let's see one more. So number one hair supplement in Australian pharmacy, we see the results again, super simple, super clear. You can use this in, you know, a mobile format, a desktop format, doesn't matter, up to you. Give this a go as variety. 49. Basic Go-to Creatives | Breaking News: Now we are looking at breaking new style. This was really, really big five years ago, but nowadays not a lot of people use this. Sabr subi from King Kong is still using it, and it still works. I mean, it has to has some novelty. This has created breaking news. This has created 58 millionaires, right? Mysterious Millionaire maker breaks a silence. So easy to create works great at top of funnel. It fatigues fast. Again, since it is not as popular as it used to, that's why I think one of the reasons why it is fatigue and if you have a good offer, though, it works extremely well, right? So again, there's no offer visible. We can say, Breaking news, this shoe company is closing down. They're offering one, get one by one G two free or something like that, right? If you have a good offer, this will make it stand out. We have one more business. So it's making it appear like a breaking news, but still Aussie company behind the number one Google Rank strategy, and it is showing it as in it's kind of like, you know, like an Australian business, and it is big news and they're revealing this, right? We have one more breaking news. Insurance agents selling more insurance than ever before, lead vendors terrified. So he wants us to think, Oh, okay, how's this going on? Like, I want to learn more about it and click the ad and see what is going on, most likely, we on his landing page. So that was it for breaking news. Again, you can try test it on your top of funnel, especially for service based businesses, or you have a huge sale that works well, and good offers, again, works really well. Again, if you're not going to do well with digital marketing agency offers SEO services. I mean, D, right? Like, of course, it offers SEO services. It's a marketing agency. Alright, let's move on, guys. We have a bunch more coming. 50. Basic Go-to Creatives | Organic Viral Style: We have organic viral style. So you will see this on Instagram a lot. It looks organic, and it is basically created as an organic format, works great at top of funnel, scales fast, looks organic, and that's the goal. And the landing page is ideal in advertorial style. We covered the advertorial ads, but this is also the same, right? So full video, we crack the code, have to go viral along TikTok wheels, and we can prove it. So there is a big text on it. There's a person behind, and there's a circle image. I will show you a couple of examples. So this is the layout. You can have this circle on the left, but you want to have a background image another image on top. This contrast is a little higher and a great out portion for the text. So let's move on and see this. Manges viral after revealing the shocking cost of living in Miami. So we can see a background image, a small photo circle, and a big text with almost dark background. Let's see more. Same concept. We have an image. On top of it, we have another image in circle, and we have some blacked out portion, and we have the text. The video reveals the real method Bill Gates used to get rich. And again, if you take people to an ecommerce buy now button or like a lending page for a marketing agency, it won't work. You want to actually inform the user on an advertorial type landing pitch which we're going to cover in the future. And then we have this one. Again, this guy didn't use this circle here, but if he used the circle, it would have worked better. But still the similar strategy, men reveals how to beat the algorithm on first TikTok video, 2.7 million and counting. Again, intriguing and people want to click. Okay, he's using the formula, the style now. Image himself. And again, one more image looks organic as hell and exclusive or breaking news, you know, the most recent exclusive news, anything you can put there. And then there's 60-years-old man share secret to 2.4 million views on his first TikTok. Anyone can do this. So let's see a couple more. So this is another organic viral style. This is Blinkist ad. So you will see this as well. So what do you want to do, guys? You want to see what is trending organically, and you want to use that style as an ad. And these guys are doing that as well. You know, that Sigma Alpha style, you know, quotes, a lot of quotes, you know, disappear disappear one month, take cold showers, you know, like those kind of funny stuff they're trying to pump out in the media. And on social media, this is basically they are turning this into a specific like read these books basically and then turn into, like, the most interesting man in the room. This is basically like a book thing, like an audio book we have one more here. This is how billionaires read 52 books a year. This is basically an app and makes you read faster, I guess, and they're using that as a method. Alright, this was it for the organic viral style, and I suggest, do not just try one and say, it doesn't work, guys. You can test a lot of stuff. I mean, guys, you can test like ten different images in the circle, ten different images in the background, and ten different headlines. So it gives you like 10,000 variations already. So you want to test a lot, and this style works. I'm 100% sure it works. And right, I'll see you in the next one. 51. Basic Go-to Creatives | Big Idea: Let's work, big idea. What is this? So this is basically creating, you know, a fictional, big idea that is, it could be anything. Let's say you have a marketing agency, but we are inserting a fictional fictional thing that makes you look like you have this amazing invention, right? It is called the Big idea in copywriting. What does that mean, basically? Let me explain this first. So the so called Jaka effect, this what the hell is a Jaka effect? You don't know when you're curious. And you can see here, the sales start to increase. And it is probably nothing. It's probably he's going to say, Oh, do this, do that. You know, it's probably generic information. But he's packaging this as a big idea. And you want to have a reason, we call it this Jaka effect because when we, you know, do this, do that, it becomes look like Jaka or you can do it with anything, guys. So we have one here that's sick of brand that flops are out of the box ads, square 17 X ROI. So they're using this, you know, out of the box ads. So what is your big we have this out of the box, never done before. Or he could have said, O, you know, mystery ad formats converts better than anyone. So we have one video here, and you can see you will be able to see from the text, and it will be on mute. But let's just watch this and demonstrate this really well because this actually gets people to an agency website. There's nothing big idea about that, but how he's packaging it is really good. So you can see that he's saying this isn't a normal funnel. So this combines AI. This does Tiktok viral hooks, and a secrentbln or blah, blah, blah. So you can see how he starts his video. Check this again. Today, I'm going to show you the $1 billion double secret on generating five, ten, 30 or even 50 plus high value dream clients each every month like child's play. So you can see he's showing you a special way or pretending he's showing you a special way, but he's using the big idea. And basically, this is just another agency service, nothing really secret, but that is how you package that. And you can do that with steady cads. You can do that with a video like this. Right? That was it for now. I will see you 52. Basic Go-to Creatives | Holding Sign Style: We are looking at holding a sign style. So this is a really common meme that is floating around. But you can use this with everything here. So megaphone News, agencies exposed for providing sub bar service. What are your agency rate flags? I know this ad doesn't convert well, but it is a variety, and it's actually a thumb stopper. So people stop work easy to create great at top of funnel, doesn't scale well, but I want you to focus on anti marketing. So for instance, they are not doing a great job in focusing on that. I would say agencies suck do this instead, like anti marketing, even if you have an agency, right? So you want to go after what is currently being done in the market. Holding a sign style, this is a sign. This is for re targeting. We covered this one, but again, similar. We have one more. Stop buying hair products at the pharmacy, and, you know, you have a specific websites that you actually, you know, sell people, so on and so forth. And that could be your offer, basically. Alright, that was super simple, small one, and you can find the one versions that are completely blank, so you can edit them. And then holding a sign you can type in, or you can just literally create the sign and take a photo like that. Alright, see you in the next. 53. Basic Go-to Creatives | Sensitive Content Style: Sensitive content. You're probably seen when you send a sensitive content to your friend or before you see it, you will see this thing, right? This eye, there's a blockage on the eye. And what they're using this for it's a good thumb stopper, right? It usually underperforms, but compared to the rest of your ads, but it could be sometimes get a lot of topo funnel traffic. You get a lot of clicks. You're not going to be it's not going to be a top spanner, but you will get some traction. Let's see some examples. As agencies best kept secret. Alright. Why is that? And we have one more sensitive content. This image contains contents of mystery pack. So it is still showing here mystery pack, great for top of funnel. One more sensitive content. This photo contains the secret to reducing cellulite for good. Again, providing like presenting differently, but providing a solution to a problem. Sensitive content. This photo contains clinically studied enzymes and actives to combat ceolite and smooth skin. And again, they were doing solving a problem in a way. And we have one more here, content warning. The answer to your noisy word is hidden in this image. These are for the earplugs. People are wondering, Oh, what is that? What is the solution to my problem? Alright, we are almost done guys. We have a couple more static Bs and go to creatives, and then I will see you again. 54. Basic Go-to Creatives | Authority Style: Alright, guys, now we are covering authority style ads. So, ideally, you need to be on stage for this type of creative. And if you don't have any sort of on stage activity, that's fine. You don't have to use this creative style. But if you are offering a service, that is the ideal that gets you a lot of authority and builds trust. And this scales quite well. You can have some text, as we're going to see in a minute. Works great at top of funnel, bottom of fun and do not ever photoshop yourself because otherwise you will look funny, right? Even if you make it really believable and people eventually find out you're not actually on stage, and that will really hurt your reputation. So let's move on. So the second example I'm going to show you is Russell Bronson. So Russell Branson is the owner of click funnels, and you can see he is using a lot of testimonials at the top, at the bottom, a lot of different testimonials. So this is an amazing bottom of funnel ad, but, of course, can be used with top of funnel. So you can see the credibility he is building as he being on the stage, and also you can see huge crowd. Which adds up on it. So we have one more Nick Bell's first page, I was actually working at First Page as head of strategy previously. And this ad is basically he was on Shark tang Australia, right? So now they are using this image as an authority, right? Shark Tang host is offering two months free SEO. So that is another way that you can leverage the authority, right? You can use that as part of your service. We have one more. Again, Russell Bronson, this time, they actually cropped and remove the background, but you can see the microphone. He's on stage, live challenge, selling online challenge. So basically, they are using this authority style ad as a figure here, he has the microphone. Of course, he's not faking it, because in the previous example we saw he has, you know, hundreds of thousands of people in the audience. Now we are seeing this with the background removed. So that is an authority style. Again, even if you are in any type of service based business, you are educating people could and would give you a lot of authority and trust. And even though you are giving the speech maybe for free, or you are paying the audience to actually do your, there are some speaking gigs like that, right? You paid to be on stage, right? So it's just your entry speech, but make sure you get a lot of photos taken and you can actually use those in your advertising. Alright, see you in the next one. 55. Generating Static Ad Creative From Chat-GPT: But in this section, we're going to be using HHIPTAI to create some of those images that we covered. Again, this is just one option, and I do not prefer this way, but some people use it because it is extremely, extremely fast. So it is not my number one goal to create creatives for Meta Ads, specifically Sticds since we are covering static creatives. But I will show you how to actually get creatives done without paying anyone. So I'm using ChachiPTFV or you can use the four models or the previous models, which is GPT 40. But I'm using the latest version, and let's get started. So what I'm going to do, this is an imaginary project that we're going through, and I want you to do it at the same time as well. So let's say this is our product, and this is a product that I just got from the Internet. So this is a real product. Let's imagine I will drag this so you can see this. So this product, let's say, is our product, and we want to actually get this image, get this product, and create some images, right, for Facebook ad. So what are we going to so let's say first ad is going to be us versus them, right? So I want you to create an us versus them Facebook ad creative. So what we also need to do, and we have to write it like this, be creative, I want you to design this and generate this ad in 1080, which is the square format that we covered 1080 by 1080 format as a graphic experienced graphic designer. So as an experienced graphic designer. So let's say divide the screen into two vertically on the left, have our product and have the title ux and have these bullet points with green techmji instead of bullets. And then we're going to write the points. Let's say fast shipping, fast and free shipping, fast and free shipping. Let's say our product is completely organic. Completely organic. Let's say 15 days, let's say we have money back guarantee, money back guarantee. Let's say we do guarantee results, right? But it's the same thing as money back guarantee. Let's say complete organic free shipping, let's say $39. Let's imagine. $39 only. Okay. So on the right hand side, on the right hand side, have a blurred blurred image of a different hair products and have a title of others underneath, se bullet points. But instead of bullets, use red crosses, and let's write our bullet points here. And then let's start writing. Let's say the first one was fest and free shipping. Let's let's talk about the shipping, because we have to compare shipping to shipping, you know, no free shipping, no free shipping, let's say, and then completely organic, full of chemicals, let's say, full of chemicals, these are the competitors, right? And then money back guarantee, no guarantee, let's say, the competitors don't offer guarantee guarantees. And then we have to do one more, actually, let's pause this. Let's grab everything. I forgot to put one more line, and then no guarantees. And then the last one is going to be, let's say, $100 plus. Alright, let's get it started. So we're going to wait maybe 2 minutes, 3 minutes, and then it will generate the creatives for us. And after the creative is generated, we usually want to have some iterations. We're never going to use the Chachi PT's image right away. We usually want to do some iterations. And I've seen many advertisers running the ads right away, which is not bad if the image is, you know, generated perfect. Fine. But we usually want to create some iterations, give some extra prompts to Chachi PT to give us some new at creatives based on our feedback. Everybody, now the ad creative is ready. What I would ideally have is these are perfectly fine. The price is looking great and the blur is here, but I want to have others here. And we are going to say now now, put the others headline on the right side of the image above the blurred product. Alright, now we are iterating, but you can see it is almost ready to rock and roll as a creative. Looks great. It took all of our basic prompts, but you can see it changed the product image a little bit, right? So we want to use this exact product image on the left, and we are going to give that prompt as well. And we will say, for the product on the left, I want you to use this image. Keep the product on the right as is. So these are the iterations we are going to give Chat GPT, but let's wait for this iteration with a different headline coming in, right? So now we want others to be read here. That's the iteration we're waiting for right now. So you can see now he gave us the other here, but it is not looking great. It's not a line, and it took out one of the benefits. So I will say that as well, have headline on the right hand, and then on the headline should be on the same line. And I will also put have all the bullet points. Stable. You took out one, don't do that. So now we want to generate it again. Alright, the at Creative is ready, and now this looks good. It is ready to be run as an app. So I'm quite happy with this. It is using the exact product image. It is in line ox and others. You can see this is blurred and no branding. This looks different, fast and free shipping complete, organic money back guarantee, and it is a proper us versus them. And you can see the price differences as well. So let's create one more. And for each prompt, we don't want to assume GPT knows what our product is. So we want to upload this and we want to rewrite the prompt. Yes, Chat GPT has the function to keep that in mind, but I don't want to leave it to chances. This is my product. Now I want you to generate add, like an award winning graphic designer. Graphic designer. This following is your is your, let's say, guideline. The image in the middle with Chao and under the image, have a testimonial that reads this. Start I was, let's say, the person is saying, I wasn't expecting great results, and now he's really surprised with the results. I was expecting little to no results, but I am shocked in only two months, I started getting compliments from my colleagues. And then let's fix this compliments compliments from my colleagues. Let's fix this. Perfect. And this is good. And this is Mark, let's say, he's 39-years-old. From LA, right? So let's have it. Last name, let's say, Mark C 39 LA. And then this is a customer and have big five stars above five stars under this testimony at the very top of the image, have this big headline. Let's say, we're going to say get compliments on your get compliments on your hair. Alright. So let's see how this generates the image. If we don't like it again, we can always write a fixing prompts or prompts to fix the ad creative, and this is going to be 1080 by 1080 again. So let's see what we get at the end of this. Alright, let's see. Alright, so you can see it confuse this with the previous at creative. So we're going to say, This is my product. This is a brand new at creative. So we have to say that. So this is a brand new ad creative testimonial format Forget about the first one. Alright, let's see what it creates now. Again, that's a downside of creating with Chachi Pitt. It's really hard to communicate if you are not a prompt engineer and properly engineering those prompts. And you can see when you forget to say something, and they will come back to you with not ideal prompt. So I'm not cutting these, it's showing you the whole process, and these are the things that you might actually face, right? So if I cut it and show the perfect prompts every single time and don't show these things that is going to occur in your process of getting the creatives Cha HiPT, you will face these problems. And again, as I said, this is not the ideal way of using Chat GPT for creatives. I use it in a different way, which I'm going to show you later. So let's wait for our creative to be generated. Alright, now it is looking good, and we can ask Cha chiPT to give us different background color you can see it is really clean and neat. So if you have a clean brand that is using not a lot of, you know, hype colors, simple colors like black and white and really keeping it clean, and you can see there's a slide shadow here. It's almost like a product shot, and you can roll with this creative. So now what we're going to say, we're going to do a benefit call out type of creative. So we're going to say now forget everything and generate a new creative. And this is the brief you will follow, right? Now, let's say we want a different background color. Now, use a different contrast background color and have the image in the middle, have arrows pointing out of the image to each of the following benefits. Let's say, organic, fast acting, free shipping, money back guarantee. Let's say, I don't know how follicles is written, but yes, use this. Existing follicles. All right, cool. Now we are going to rock and roll with this, but at the top, I want a headline. Now, have a headline, but use a more creative font for the headline, get compliments, let's say, compliments. And then smaller sub headline will be, let's say, get compliments. Look ten is younger. But this is the main headline. This is the sub headline, and we are good to go have a Shop Now button CTA. Alright, and then let's say Shop Now. Cool. Alright, let's see what they come up with, and we have to also forgot to upload the product image because we say forget everything. Let's say if he remembers to have the product image and gets a little creative for us. Alright, let's see. Alright, now the ad creative is ready, and it looks absolutely amazing. You can see the prompt that we set use different fonts to be creative, and you can exactly tell the font you want Chachi PT to use, and you can see the call out is looking great. The Shop Now button is looking great, and we didn't pay anyone to do it. So if you don't have any editing skills on Canva or whatsoever, you can literally create it here. Another way to do this, you can upload a visual guidance. So, for instance, now I will upload this knowing the benefits of my product, mimic everything in the attached example. Change the headline, have my product have my product in the middle, in the middle, but change everything and mimic the given example in terms of layout and colors. So let's see what they come back with. And you can basically I'm just giving a visual guidance to Chachi PT. And you have two options. You can either be really specific with your prompt, what you want CahiPi to create, or you can upload an example, basically saying, like, we can make this a little bit more detail, of course. Instead of, you know, one's main, have this. Instead of the small image, put this image. And instead of this, you know, headline, use a different color, so on and so forth. But now we're letting Chachi PT to mimic the example, the given at creative, which is call out benefits and features. Alright, now we can see we just created a same version, but you can see the only difference is the specs are different and you can see they didn't change everything. So, this one is fast acting is here, but we have to fix that word here. So there's a little bit of an alphabet issue, and get compliments is great. And we are going to actually get rid of this because if we keep this it won't look good and this doesn't really say no to bloating doesn't really matter to us because this is a hair product. And again, we need to be kind of cautious when it comes to the style, and it is not exactly mimicking the style. It just gotten exact the colors, basically. Other than that, it is not using everything the same. So if we say follow exact steps exactly the way it is and don't change anything else. So we can say, instead of instead of say no to bloating, just say, just say compliments and no subheadline, and then the image should be exactly like the example. The only things changing is the text. So let's see what they come back with, and we are doing some iterations to our prompt, to our results. Alright, now our ad is exactly looking like the example. Again, I would definitely do this quicker in Canva, which I'm going to do that in a minute. But I'm showing you the options, what you can do here. And this is how we basically can create the ads in ChachPT. I would usually use ChachiPT in the other format for basic image generation, not like the whole creative generation, but just the image generation. So that was it. This is how you create ads on Chachi PT, if you have zero creative or, you know, editing skills, so on and so forth. And this is one way, but this is not my favorite way at all. And this will you know, you will spend a lot of time here, but you will get good at prompting ChachiPT, but I wouldn't say you will get good at getting good ads. So again, I had to show you this. This is one way of generating ads. I mean, like, a couple of years ago, you were not able to get any proper texts from ChachiPT. Now look at what it can do, right? Pretty cool if you ask me. Alright, see you in the next one. 56. Generating Static Ads in Canva: Everybody in this section, we're going to be creating our creative static Ads on Canva, which is my favorite tool, and as I said, I'm not affiliated with them by me. So we're going to come and click on this first result, and then you will sign up with the free version. Again, as I said, there is the paid version, but you can start with the free version, but paid version is definitely worth it. I have two subscriptions, active subscriptions. Sorry, three, and two of them is KNOA and the other one is Chat GPT. And the other one is VDIO. We're going to come in when we are actually designing Video you can still do video ads in Canva, but I prefer the other tool, which gives me more flexibility for video ads. So we're going to click on this first result, and as you click, you're going to land on this page. So here we're going to click on Create, and we want to create a custom size. So we're going to type in 1080 by 1080. And yes, this will be our basically creative. And we're going to say create new design. And are we done yet? Not really, we're going to go back, and we want to do this story version as well. So, 1920, and we're going to say. So we have two versions opened up already. So this is this tab, this is that tab. And you might be asking, Jim, what are we creating here? I usually start with the static version. And you can type in anything on the left hand side, and you can you know, you will see a lot of stuff if you, let's say we are advertising something about a house, right? You can see all house related designs. You can come to elements and type in home or house, and you can see a lot of photos that you can use. For instance, this one looks pretty cool. We maybe want to use this totally up to you what you want to use, right? So you can drag and, you know, move it around, so on and so forth. In this case, I want to do an offer based text based act, but in the background, I want to have an house image. But these houses doesn't look like houses from Australia, Melbourne. What we want to do is go to Chat Chi PT, and I will say, I want you to generate me a very common home in Melbourne. So when we look at the image, it should look like a Melbourne home. So we will wait for this generation, and we will also see how we can use image generation in Canva, as well. So it is totally up to you which one you want. But Chachi fit do create they do create tend to do better creatives when it comes to image generation. So we have magic media on the left hand side. If you click on that, you can say, generate me a Melbourne Melbourne home. Home. And you can say what size you want? Let's say if you want a square size, yes. And then we say generate image. And let's see which one we like the most. So we have this Chachi PT version here, and we have the Canva version here. Okay, this looks pretty cool. Actually, they create it pretty fast, and this looks really great, actually. And this looks pretty right as well. So maybe we use this. This looks like Malbon as well. So I really like this one. I will probably use this one, guys. This one is pretty cool. So again, you can just go with Canva, and let's see what Chachi PT does, and we want to see the results and compare them, and let's wait a little bit, and then we will compare them together. Alright, our image is ready, yes. This one looks more like a Melbourne home, which is really common. You will see here in Melbourne, Australia. And I will download this. And let's go back, and I will create two different images, right? So I will use both. So this looks great. And when people see this, this looks like Melbourne, right? So what I want to do go up, and I want to have a black gradient, and I will basically add that gradient to the top so I can have space for my text, and it is visible, right? So here, you can see it is making the top part darker. I will click on the text, and I will see some headline examples. So I will use some of them. This looks great, actually. I will use this. So let's type in our offer. No cell. And then the bottom text will read no charge, no cell, no charge. That's great. You can see it is visible. I'm just going to change the colors here. I will change this to maybe this color. It looks a little bit better now. Alright. And I will change this bottom text. Let's click on this and maybe I will change this to white. Let's see how the slos no sale, no charge. I'm quite happy with the overall look. And if you're not sure if this color is your brand color, you can actually go to the website that you want to go to your website, basically. And here, what I will do, I have a Chrome extension, and I will click that Chrome extension, which is basically picking a color from the website, and you will be able to hover over whatever you want and actually get that color. So here I save that color, so you can see this is the color that I will use. This is the one that no, not this one, actually. This is the one cool, and we copied this to the clipboard. Let's go back, click here. And now we're going to say Come here, and we want a different color, and different color will be here plus and then paste that color code here. And now you can see, I found and I uploaded the perfect color that I want to use. So, this looks great, and now the offer is really, really good, right? You really roll with the offer here. You don't need to add anything else, and the offer is really strong in and of itself. If you want to add maybe a text sub headline or maybe something about something about the business, you can do that. Let's say you want to add something. You know how you remember the viral content style, there is like a circle. And in the circle, we can add something else. So let's do that. If you want to, again, this is not so the offer is strong in and of itself. You don't have to. But let's say you want to add this offer here. And this image that you want to add here in this image like we have with the, you know, viral content styles as we covered. So let's say I want to upload the Melbourne map. Cool. You can see we edit the Melbourne map looks a little bit better, and people will say, Oh, okay, these guys are, you know, around where I'm at. Basically, I will create more trust and more relatability. So we edit that here. Nice. It stays here, perfect, no cell, no charge. And we are happy with how the stocks. Maybe we keep it on the left and then we have this here maybe like this. This looks a little bit better, and maybe we have some space in between two texts. We can do that. Alright, now it is looking way better, guys. You look at this. It looks great, and now we are covering the whole screen. So this ad is good to go, ready to run. And I will just download this and I will basically be able to run this right away. But what I will do, guys, I will also grab everything here, since we are going to want to use this for two different placements and go back to our store placement and paste it. So once we paste it, it won't look great, so we have to make some adjustments, right? So we want to make this bigger, of course. We want to cover the whole screen. Yes, it looks good now, and what we want to do we want to take this to the top and get that gradient little bit bigger, right? So we take this no cell, no chart here. And you have to make sure when you're designing this, there is a safe zone on static Ads. So I will show you what a safe zone is. I will upload this safe zone chart here. You can see I have to be extra careful when I am basically designing Ads. So I will show you what I mean by this. So I will put this forward and let's analyze this safe zone. So you can see when I post this image. Let's imagine my whole ad is like this. This part, no go zone. We don't want to have almost approximately 420 pixels. We want to leave blank. We don't want to have text. And at the bottom, we have a no go zone as well. And here, they will have like comments and share, and we will have the profile image and some stuff. So these are the reals, right? So we want to make sure we want to keep everything in this section. It doesn't mean we're going to leave these parts blank, but we want to make sure we don't put any text on it. So let's keep this here. We will see what I mean by this. So if we have this post, let's say, Instagram, real ad here, you can see if I scroll this, we want to keep this little bit down, right? So we are actually able to see what the hell is going on. So here, now it is in the middle. It is not covering the no go zone, and also we want to take this grab this bad boy, make this a little bit more visible. And also, I want to make sure this is still looking like Malvin and cool. Now this looks way better. So if we can maybe use this in the middle like that, let's move it to the top, make this a little smaller. Now it looks a little bit better, right? So if you get that no, let's make it bigger. There's some space at the bottom. Cool. So we don't have text here, and the only text is here and cool. So we are happy with this almost 400 pixel gap there. So nothing is wrong. Everything is looking perfect, and we have the Malbn map. No cell, no charge. Perfect. And we want to download this, and we want to run this as an ad. So we have two placements perfectly ready to rock and roll. So also what I want to do here, guys, I also want to design the same one just changing the background because as you guys know, we want to test a lot of stuff here. So I will just remove the background and then put the other image. We just download it. We just ask ChachiPT to create for us, right? Where was this image? The image was basically here, right? So, let's say, and also the one that ChachiPT gave us. So we downloaded that. Let's use it here. Let's put that image here. So call looking like a Chat GPT ad. Perfect. Call. Now it is looking better. Perfect. Maybe we want to have that gradient a little bit bigger. No cell, no charge. Perfectly fine. And we want to grab it and go back to our original story format and make this bigger. And we just want to have that is too big now. Let's make it a little smaller, little more smaller. Okay, now looking good. Cool. So now we will click position, take it all the way back. Alright, now looking good as well, and we are ready to rock and roll with this. No cell, no charge. Let's make this a little bigger. Cool. And we have other offers as well, other creative types we are going to do for this brand. This is just one format, and I will show you other ones as well. But this is basically how you can create ads on Canva. And if you want to do a call out format for service based businesses, it doesn't work so great. But let's imagine we have let's say, unique product. Let's say you want to create this here, and I want to do this again here, create design. The good thing with this is you have a lot of templates. So if I come to design and I will say call out, for instance, and I will say a lot of designs. Let's say it doesn't look good, let's say, hair product I type in, and we will say a lot of stuff. Look at this. So we don't even have to design anything. Again, some of them are pro versus, just make sure. So if there's a crown icon, this is for pros, again, pro, meaning you have to pay for it. So let's say we don't want this and we want to upload our products that we download. I'm just dragging this. And I will just click on background remover, and this is also a pro function. But as I do this, guys, look at how easy I can just remove the background and make it look super clean. And this might look, okay, not real, but I can add a specific shadow behind this. Click on Shadows. I click Edit and clicked Shadows and now I will click Backdrop. You can see I am now adding my shadow here, and I can adjust where the shadow drops, right? So I have full flexibility when it comes to creating this image, so I can drag and drop. Look at this. It looks beautiful. So I'm perfectly happy with how this looks, and then we can change what we say in the ad, and then we say get So this doesn't look good as a font, I can just click text here and click on this. So we now have a different font. You can change the fonts by clicking here. And let's say you want to use this font, and let's say get compliments. And then we want to use a different font, get compliments. Let's say, daily. And if you want to get that space a little bit shrinked, click on Advanced Settings and drop the line spacing. Nice. We dropped it. Perfect. Looking great. I'm happy with the overall look and feel of this, and strengthen hair, that's good. Let's keep it anti hair fall, that's good. Plant based, that's good, nourish hair. And let's say if you want to add more specific benefits, you can add that, right? And if you don't like it, you have to write a specific prompt for Chat GPT to edit this again, but you don't have to do that, right? Don't have to wait days literally Chachi piece takes forever. You can just edit yourself. So I'm just like in seconds, right? And if I want to add a little bit shadow, click effects, and I can say, you know, add shadow. Now I edit the shadow. I can change the background color of the shadow here and click black. Look, look at this. Now it is sticking out, right? So perfect. And let's say I want to add something else. Like, I want to move this a little bit to the side, right? So let's say this is not moving super easily. So let's grab this and I move it to here. You might be asking, Jim, What are you doing this? Maybe I want to add something else. Alright, let's wait what we're going to add. So we are going to use this like the organic style that we solve, like organic Instagram viral content. So I'm going to use that and mix them together, and it will look amazing. So we use that here, strengthen here. Cool. I will drag this, get that here, nice and get it here. So I will position this to the front. Nice. And Cool. Let's make this a little smaller. So we have some space, right, and we are using the whole thing. Alright, get it here. Perfect. Now I want to add this thing that I want to add. Now I want to add the organic style. Lo by clicking here, and this will stay on the right hand side, so we have some space, right? So it is going to be here. Let's say, I'm happy with where it stands right now. That's good. And we want to add a guy with full of hair. Hair, let's say, a guy with full hair. Long hair, guy, long hair guy. And then we will see what we have in the photos, and we will use that, right? So let's say we want to use this. This hair looks good, and then let's make it big, cool. Now we can see we have the emphasis on the hair as well. So once people see this, they will be like, Oh, I wish I had that hair, right? Like, they're gonna feel that. So that's what we want with that style. So you can move them however you like. So right now, I'm moving them here a little bit, so we get more space for this. Then cool. So overall, you can see how we can adjust this look and get it running. And it took me literally minutes, a couple of minutes. On Chachi PT, I have little cuts when we were creating this ad, but you have to wait for a while for Chachi Pi to create. And you now can grab this and actually go back and type in 190. So these are the specs as we covered 1080 by 119, 190 is the height. 1080 is the width. Click on Create New design, and we're going to paste everything that we just created, right? So now we are pasting here and it will just paste everything we created. Cool. We pasted. The background color was different, so we want to get that background color here. So what was this background color? Okay, so we want to grab that code. And now we copied this and then go back. And now you can actually paste it here like this. Perfect. And now you can make this bigger a little bit. So now, keep in mind, we want to have some gap at the bottom. I mean, not gap in terms of, like, space, but we want to have the gap in terms of we don't want to have text there, right? So keep in mind, we want to keep our text basically in the healthy zone. So we maybe want to keep this guy here, and we want to maybe have this on the left, maybe get compliments daily, and then maybe we keep it like this or no, I don't like it. So this is good. Alright, we want to keep it like that. This guy is here. And this is here. And then maybe we increase the size of these because they're looking really, really small. So now I grab all these and grow them in size. Now looking way better. All right. And that's cool. Let's get this in the middle. Where is our handsome guy. Let's get this guy here. Perfect. Now we're talking. Now we can run this ad and see great results. And if you don't like it, just click position, take this one step back. Now it looks way better. So you can again change this, play around with this. But what we want to make sure is we want to have some space at the top. And if you don't know how much space you want to have is basically go to Type in Instagram. So you can just type in Instagram story placement, safe zone, and then you can go to images, and they will basically give you a lot of templates. The templates I got was from here, right? So you can now get this one, story size placements and real size placements. They are really similar. So we have one example, one more example. I mean, you can grab any one you want. For instance, this one is pretty good. Like, you can grab this one. This is the safe zone, basically, right? So again, this is good for the text. You don't care about the images, right? You want to have the images covering the whole thing. The only thing we want to make sure we don't want to have, so I just dragged and dropped. So let's come back. And if I want to put this on top, we will be able to see what are the safe zones, right? So now, I want to make this a little smaller. Right now still too big. Okay, now, almost there. Well, let's still too big. Okay, now almost there, right? So it will look like this. So you can see we can take this one down a little bit, and we can maybe get this one a little smaller. So it stays in the perfectly safe zone. And now, once you do your adjustments, again, there is nothing covering here, and you can get this thing out of here, right? So then if you want to adjust how this looks, take them down a little bit like this, you know, drag them down up to you if you don't like to look and feel of it. So now I can drag this down. I can drag this one down, as well. So you get the point. Now you can create your own ads while making them look great on Canva. So this is a classic call out ad. We mixed it with a Viral style ad, but again, you have a lot of options on this one. So type in, let's say, ad and you will see a bunch of different templates that you can use. Some of them are free. For instance, this one is free, and if we add this as a new page you can see we have this completely free, and we can adjust, right? So you have a lot of options while using Canva, and you can mix and match with Chachi PT, just like I did. You can get some generated ads and use them in Canva. And keep in mind, Canva image generation is a little bit better than Chat HiPT and it is a lot faster, and you have more options Alright. Hop Tis was clear. That is how I create my ads, usually on Canva, basically, unless I have something really specific and complex and can't create, then I pay someone to get it designed, right? So that is how I create ads in Canva in a nutshell while still using AI ChachiPT here as while using AI CHiPT. Hop Tis was clear. I will see you 57. Generating Static Ad Creative From Chat GPT: But in this section, we're going to be using HHIPTAI to create some of those images that we covered. Again, this is just one option, and I do not prefer this way, but some people use it because it is extremely, extremely fast. So it is not my number one goal to create creatives for Meta Ads, specifically Sticds since we are covering static creatives. But I will show you how to actually get creatives done without paying anyone. So I'm using ChachiPTFV or you can use the four models or the previous models, which is GPT 40. But I'm using the latest version, and let's get started. So what I'm going to do, this is an imaginary project that we're going through, and I want you to do it at the same time as well. So let's say this is our product, and this is a product that I just got from the Internet. So this is a real product. Let's imagine I will drag this so you can see this. So this product, let's say, is our product, and we want to actually get this image, get this product, and create some images, right, for Facebook ad. So what are we going to so let's say first ad is going to be us versus them, right? So I want you to create an us versus them Facebook ad creative. So what we also need to do, and we have to write it like this, be creative, I want you to design this and generate this ad in 1080, which is the square format that we covered 1080 by 1080 format as a graphic experienced graphic designer. So as an experienced graphic designer. So let's say divide the screen into two vertically on the left, have our product and have the title ux and have these bullet points with green techmji instead of bullets. And then we're going to write the points. Let's say fast shipping, fast and free shipping, fast and free shipping. Let's say our product is completely organic. Completely organic. Let's say 15 days, let's say we have money back guarantee, money back guarantee. Let's say we do guarantee results, right? But it's the same thing as money back guarantee. Let's say complete organic free shipping, let's say $39. Let's imagine. $39 only. Okay. So on the right hand side, on the right hand side, have a blurred blurred image of a different hair products and have a title of others underneath, se bullet points. But instead of bullets, use red crosses, and let's write our bullet points here. And then let's start writing. Let's say the first one was fest and free shipping. Let's let's talk about the shipping, because we have to compare shipping to shipping, you know, no free shipping, no free shipping, let's say, and then completely organic, full of chemicals, let's say, full of chemicals, these are the competitors, right? And then money back guarantee, no guarantee, let's say, the competitors don't offer guarantee guarantees. And then we have to do one more, actually, let's pause this. Let's grab everything. I forgot to put one more line, and then no guarantees. And then the last one is going to be, let's say, $100 plus. Alright, let's get it started. So we're going to wait maybe 2 minutes, 3 minutes, and then it will generate the creatives for us. And after the creative is generated, we usually want to have some iterations. We're never going to use the Chachi PT's image right away. We usually want to do some iterations. And I've seen many advertisers running the ads right away, which is not bad if the image is, you know, generated perfect. Fine. But we usually want to create some iterations, give some extra prompts to Chachi PT to give us some new at creatives based on our feedback. Everybody, now the ad creative is ready. What I would ideally have is these are perfectly fine. The price is looking great and the blur is here, but I want to have others here. And we are going to say now now, put the others headline on the right side of the image above the blurred product. Alright, now we are iterating, but you can see it is almost ready to rock and roll as a creative. Looks great. It took all of our basic prompts, but you can see it changed the product image a little bit, right? So we want to use this exact product image on the left, and we are going to give that prompt as well. And we will say, for the product on the left, I want you to use this image. Keep the product on the right as is. So these are the iterations we are going to give Chat GPT, but let's wait for this iteration with a different headline coming in, right? So now we want others to be read here. That's the iteration we're waiting for right now. So you can see now he gave us the other here, but it is not looking great. It's not a line, and it took out one of the benefits. So I will say that as well, have headline on the right hand, and then on the headline should be on the same line. And I will also put have all the bullet points. Stable. You took out one, don't do that. So now we want to generate it again. Alright, the at Creative is ready, and now this looks good. It is ready to be run as an app. So I'm quite happy with this. It is using the exact product image. It is in line ox and others. You can see this is blurred and no branding. This looks different, fast and free shipping complete, organic money back guarantee, and it is a proper us versus them. And you can see the price differences as well. So let's create one more. And for each prompt, we don't want to assume GPT knows what our product is. So we want to upload this and we want to rewrite the prompt. Yes, Chat GPT has the function to keep that in mind, but I don't want to leave it to chances. This is my product. Now I want you to generate add like an award winning graphic designer. Graphic designer. This following is your is your, let's say, guideline. The image in the middle with Chao and under the image, have a testimonial that reads this. Start I was, let's say, the person is saying, I wasn't expecting great results, and now he's really surprised with the results. I was expecting little to no results, but I am shocked in only two months, I started getting compliments from my colleagues. And then let's fix this compliments compliments from my colleagues. Let's fix this. Perfect. And this is good. And this is Mark, let's say, he's 39-years-old. From LA, right? So let's have it. Last name, let's say, Mark C 39 LA. And then this is a customer and have big five stars above five stars under this testimony at the very top of the image, have this big headline. Let's say, we're going to say get compliments on your get compliments on your hair. Alright. So let's see how this generates the image. If we don't like it again, we can always write a fixing prompts or prompts to fix the ad creative, and this is going to be 1080 by 1080 again. So let's see what we get at the end of this. Alright, let's see. Alright, so you can see it confuse this with the previous at creative. So we're going to say, This is my product. This is a brand new at creative. So we have to say that. So this is a brand new ad creative testimonial format Forget about the first one. Alright, let's see what it creates now. Again, that's a downside of creating with Chachi Pitt. It's really hard to communicate if you are not a prompt engineer and properly engineering those prompts. And you can see when you forget to say something, and they will come back to you with not ideal prompt. So I'm not cutting these, it's showing you the whole process, and these are the things that you might actually face, right? So if I cut it and show the perfect prompts every single time and don't show these things that is going to occur in your process of getting the creatives Cha HiPT, you will face these problems. And again, as I said, this is not the ideal way of using Chat GPT for creatives. I use it in a different way, which I'm going to show you later. So let's wait for our creative to be generated. Alright, now it is looking good, and we can ask Cha chiPT to give us different background color you can see it is really clean and neat. So if you have a clean brand that is using not a lot of, you know, hype colors, simple colors like black and white and really keeping it clean, and you can see there's a slide shadow here. It's almost like a product shot, and you can roll with this creative. So now what we're going to say, we're going to do a benefit call out type of creative. So we're going to say now forget everything and generate a new creative. And this is the brief you will follow, right? Now, let's say we want a different background color. Now, use a different contrast background color and have the image in the middle, have arrows pointing out of the image to each of the following benefits. Let's say, organic, fast acting, free shipping, money back guarantee. Let's say, I don't know how follicles is written, but yes, use this. Existing follicles. All right, cool. Now we are going to rock and roll with this, but at the top, I want a headline. Now, have a headline, but use a more creative font for the headline, get compliments, let's say, compliments. And then smaller sub headline will be, let's say, get compliments. Look ten is younger. But this is the main headline. This is the sub headline, and we are good to go have a Shop Now button CTA. Alright, and then let's say Shop Now. Cool. Alright, let's see what they come up with, and we have to also forgot to upload the product image because we say forget everything. Let's say if he remembers to have the product image and gets a little creative for us. Alright, let's see. Alright, now the ad creative is ready, and it looks absolutely amazing. You can see the prompt that we set use different fonts to be creative, and you can exactly tell the font you want Chachi PT to use, and you can see the call out is looking great. The Shop Now button is looking great, and we didn't pay anyone to do it. So if you don't have any editing skills on Canva or whatsoever, you can literally create it here. Another way to do this, you can upload a visual guidance. So, for instance, now I will upload this knowing the benefits of my product, mimic everything in the attached example. Change the headline, have my product have my product in the middle, in the middle, but change everything and mimic the given example in terms of layout and colors. So let's see what they come back with. And you can basically I'm just giving a visual guidance to Chachi PT. And you have two options. You can either be really specific with your prompt, what you want CahiPi to create, or you can upload an example, basically saying, like, we can make this a little bit more detail, of course. Instead of, you know, one's main, have this. Instead of the small image, put this image. And instead of this, you know, headline, use a different color, so on and so forth. But now we're letting Chachi PT to mimic the example, the given at creative, which is call out benefits and features. Alright, now we can see we just created a same version, but you can see the only difference is the specs are different and you can see they didn't change everything. So, this one is fast acting is here, but we have to fix that word here. So there's a little bit of an alphabet issue, and get compliments is great. And we are going to actually get rid of this because if we keep this it won't look good and this doesn't really say no to bloating doesn't really matter to us because this is a hair product. And again, we need to be kind of cautious when it comes to the style, and it is not exactly mimicking the style. It just gotten exact the colors, basically. Other than that, it is not using everything the same. So if we say follow exact steps exactly the way it is and don't change anything else. So we can say, instead of instead of say no to bloating, just say, just say compliments and no subheadline, and then the image should be exactly like the example. The only things changing is the text. So let's see what they come back with, and we are doing some iterations to our prompt, to our results. Alright, now our ad is exactly looking like the example. Again, I would definitely do this quicker in Canva, which I'm going to do that in a minute. But I'm showing you the options, what you can do here. And this is how we basically can create the ads in ChachiPT. I would usually use ChachiPT in the other format for basic image generation, not like the whole creative generation, but just the image generation. So that was it. This is how you create ads on Chachi PT, if you have zero creative or, you know, editing skills, so on and so forth. And this is one way, but this is not my favorite way at all. And this will you know, you will spend a lot of time here, but you will get good at prompting ChachiPT, but I wouldn't say you will get good at getting good ads. So again, I had to show you this. This is one way of generating ads. I mean, like, a couple of years ago, you were not able to get any proper texts from ChachiPT. Now look at what it can do, right? Pretty cool if you ask me. Alright, see you in the next one. 58. Video Ad Structure - Hook: Now it's time to cover video ads, which is one of the most important ad formats when it comes to Meta advertising. And whatever we're going to cover in this section, you can apply that into Tik Tok ads. You can apply it into LinkedIn advertising. You can apply it to any type of advertising format or video ads on YouTube, like any type of video advertising format that you advertise on. All right, let's start. So overall, when we run any type of video ads, you can dissect that video ad into three main parts. Number one is going to be the hook. So the hook is the first 3 seconds of the video. And after this section, we're going to be diving into the hooks and get really detailed about types of hooks that you can create. Then we have the body section of the video. Every video has those three components, every successful video. You will see some videos have bad hooks, some videos have bad bodies. So videos have no CTAs or bad CTAs. And if you nail all of these parts, you will have a highly converting, good sales driving or good lead driving at number one is the hook, the first 3 seconds, right? So if you capture that user, cool. Now they will watch the rest of your video ad, right? But if you cannot capture the person, even if your body, even if you have the most amazing, the offer in the world, if they don't stay around to listen to this part, you basically lost that user. That's why the first 3 seconds is extremely, extremely important. Then we're going to talk about the body, right, details about our product and service and how we can actually keep people watching what we have to say till the end of the video, right? So if they listen to it, maybe some products and service, but we have an amazing guarantee, and we talk about that amazing guarantee in the end in the call to action. So that's why we want to keep people on the ad on the platform till the end. So they watch the call to action at the end, right? So the most important part, again, is the hook, as you can see from this reverse py then we have the body where we talk about the products features, benefits, you know, what they're going to get at the end of our product and service. Then we have to call to action. Call to Action is basically CTA and we ask them to make a purchase or put their information in if it's a lead generation form, or if we want people to go to the website. If that's the call to action, we ask that, right? So if we have to be really blatant about when we ask them to do Right. So our goals is to creating scarcity if you want to create scarcity, urgency, you want to do it in the call to action, right? If you have some sort of guarantees, you want to do that in the call to action part. In the next section, we're going to jump on and start with the hooks right away. So let's start with the hooks and why this is the most important thing in the whole video ad. So it is first 3 seconds, right? And after metas Andromeda update, which I'm going to talk about Andromeda update, they are making the video ads more and more important. And then the hook of the video is giving more signals to the metas Andromeda update, the algorithm, right? So if you have a bad hook in the past, it was, you know, okay, it's still important, but, you know, it didn't hurt you as much. But now with that update, it is even more important. So they are pushing more weight to the first 3 seconds watcht and people if they skip the first 3 seconds, they're going to push it back and not show it to a lot of people. So why we need that why we need a strong hook basically? The goal of the hook is not to describe your product, is not to do anything about your product or service. We want to keep people engaged watching the rest of our video. Otherwise, we lost it, right? Let's say you have an amazing offer. Let's say you're selling your Ferrari for ten bucks, $10, no catch, nothing. Pure offer, amazing offer. Like, nobody wants to miss that offer. $10 buy a Ferrari. But you can say that in the first 3 seconds, right? But of course, if you have a full on video where you explain this is not a scam, you have to have a proper body of a video. But if you can't keep people till the body section of the video, what is going to happen? Let me tell you what's going to happen. People are just going to skip it if they don't stick around for the first 3 seconds. And then you don't get to present your offer in the body section, right? So they cannot hear that you are selling your Ferrari for $10 at all. So we want to keep people there so they can hear our offer. What we need to do is keeping people curious. So they need to be curious what's going to happen in the hook. That's the role of the hook, and we have to keep them engaged. So keep those things when you're creating your hooks. Those are the main things that you need to focus on. So there's three parts to a hook, right? Every hook contains three separate parts. Number one is what you say in the video, right? There's usually a person and the person is talking. It could be a voiceover. It doesn't have to be, let's say, some person speaking. There could be a voiceover, something's happening, and then a person is speaking over as a voiceover. And text on screen, that is the second most important thing. And then thirdly, we have what happens in the video, the visual parts off the hook, right? So let's watch some examples and see what is going on. So the first one is from true classics. Let's watch it together. A secret to confidence, try this. Stop wearing Baggy stretched out shirts. You can see in the first 3 seconds, we can see what is going on in this hook. So what you say, what they are saying in the hook, secret to confidence, question mark, try this, right? That is basically what they say in the video. Text on screen is not available. Guys, the captions are not text on screen. So if you have, you know, what you say and what you say, it has to be also with the captions, and I'm going to show you how to do that easily. But if you only have what you say appear as a text, that does not count as text on screen. Text on screen to have a hook component, you have to have a separate text line or sentence going on. Otherwise, that is exactly the same as what you say in the video, and that is basically captioned. That does not qualify as text on screen. So that's why we have not available. And that ad that hook off the video could have been better if they had another line of text on screen that is separate from what this person is seeing. And what happens in the video in the first 3 seconds. Man is testing t shirts, holding his T shirts here, and it could be even better. Again, not super engaging hook. I'm not curious. I'm kind of engaged but not super curious because I know already that is going to be a T shirt at. So let's watch another example here. This wallet isn't just function. It's literally art in your pocket. The Ridge kinsugi wallet. Inspired? All right. So let's see what you say in the video, what they say in the video. This wallet isn't just function. It's art in your pocket. And we can see they are using Textile screen hook as well. This is a company called Ridge Ridge Wallets, and they're amazing guys. Check their ads. And why this is so good is they have a different type of text. Why this wallet is a conversation starter. Again, look at this. Text screen is completely different than what you say. So if I'm not hooked with what they say, I might be hooked with this. Oh, how is this a conversation starter? And what happens in the video is wallet close up. Again, that is good presenting the product right away, but it could have been better if they did something little extra with this wallet, maybe splashing some water onto this wallet or maybe, you know, putting a lighter onto this wallet, trying to burn the wallet. Like, I need some more engagement. But the what you say and the textile screen part is really engaging and curiosity driven enough. So what happens to the video in the video, that is fine. Like, they're not going to lose a lot of people in there. Let's see one more example. So this is from Lumen skincare. We saw some ads from Lumen, especially Static ads. Let's see this video. How to look ten years younger for free. So I went on a date. Right. Now, you can see what you say or what they say in the video, how to look ten years younger for free. So there is a lot of curiosity in that ad, and you can see text on screen is exactly the same. So it's basically an A, not available. So I've tweak this ad and have a separate text on screen to keep people engaged. And what happens in the video is extremely engaging. So that is a proper hook. What they're doing, he's literally wrapping broccoli to his face, right? That is an engaging ad, what we call an engaging ad. So they're doing a great job with this. So that is a good job, looming, and that's it. In the next section, we're going to dive deeper into elements of the hooks, and we're going to start with what we say in the hooks. Alright, see you in the next. 59. Hook - What You Say: Everybody in this section, we're covering what we are going to say in the hook of the video. That is so important, right, because we will have captions and people will see that as well on top of the text on screen. So rules for scripting are first line. So these are basically the top things that we need to keep in mind. We want to start with you or a bold statement. So they have to have a reason, right? People don't care what we do. People care about what they are going to get. And we want to address the product problem instead of the product, right? So if you start with what we do, yes, okay, you know, if your product is really unique, and there might be a demonstration purpose, but usually good hooks, especially what we say, is a good starter if we address the product. So also, we can add an open loop and something that is unsolved that demands continuation, right? Like the previous example we saw, and we need to avoid filler words, guys, like intros explanations, who are you or who you are and what you do. We don't need that. Specifically for fonder style creatives, we can have that. But in a good if you want that add to scale, you want to avoid it. So what we say, like, let's cover some examples of what not to do and how we can actually turn that into a working version. So we have one example. Hi, I'm John from XYZ Agency. They usually start those. Like, you see those bad ads, right? Hi, I'm, you know, John from XYZ agency. I've been running Google Ads for ten years. Like, nobody cares about you, right? Like, I mean, who nobody gives a damn. So they lose that, you know, even if you're offering three months free Google advertising and you're paying for their ad span, they lost it. They cannot hear what you have to say they don't watch it after the first 3 seconds because this is boring, right? What is a strong start? So, if your ads keep dying after three days, this is why. So there's a curiosity, and there's an open loop like this previous example. So you can see we haven't something unsold, something open loop, they need to continue. The second one, we created a product that, you know, we created a product that solves male pattern baldness. But if they don't watch the rest, they don't hear them. Everyone's been doing this wrong, including me. You don't have to go to Turkey anymore to get your hair transplanted. This is the product you need to then you can continue saying that, right? So instead of saying we created X Y Z, you can talk about a problem first or everyone is doing this wrong. Do not go to Turkey for hair transplant. This is the solution. Then you can introduce your product there. This skincare brand, it's a bad hook. Nobody cares. I was ready to throw the serum in the bin until this happened. Look at this curiosity here, guys. Amazing curiosity, and you don't have to talk about your brand like a corporate brand, right? Let's see this one. Let me show you something. Okay, if it's a demonstration style video ad, that might work, but if it's not, you're losing customers. Watch this. It made me $22,000 in seven days. A lot of curiosity there. So let's see some brands and how they are using the style of books. So let's look at a Jim Shark ad. This one leg workout made my jeans impossible to wear. So what they're doing is they're doing like a day in a life type of ad. This is kind of like an influencer ad, day in a life, and it is relatable, and there's a visual curiosity in that, right? Oh, what is this? Like, what is that leg workout? And that is assuming that's a subtle introduction of the products. Monday.com, you're wasting 3 hours a day in emails, and here's the proof. There's a lot of curiosity and also problem solving, as well. Monday.com is a really big software. And native deodorant. Let's watch this. I stopped using normal deodorant for a week. Big mistake. Why? Story tension, and there's a personal risk there. Let's see magic spoon, cereal that tastes like childhood, but with protein. So again, guys, this is you cannot really solve a problem with this type of product. That's why they are using some story driven ad, but again, not the greatest one, but some examples. Alright, let's move on. So everything every type of hook you say falls into these categories. So we have a problem call out hook. That is the number one, which we're going to cover. There's the shock or contrarian hook, which is kind of like you won't believe what happened, right? There's a curiosity gap, hook, the one that we saw a couple of examples. There's proof authority hook. There's the relatability hook. Like, you know, that smell when you leave your gym session that is coming from your running shoes, again, relatable, right? Now we have story teaser hook and we have demonstration hook. Demonstration hook is kind of like, watch this. This is how you use that product. And as I said, in the previous example, if it's a demonstration product, you don't have to solve a problem. So because, like, Meta is so smart when to use your witch creatives, right? You demonstration ads will probably be served to users who already engaged with these type of hooks or these other type of ads. And they're going to show this to, let's say, people who are aware of your product. Let's start with the problem call out hook example. So you can use this template, guys, super easy, put in your problem and the pain that your customers face, and then frustration, frustrating outcome they face, and then insert your product at ten. So if a pain problem keeps happening to you, watch this. What that could be. If people guess your age ten years older, watch this. Okay, the problem is people guess I'm older than I look, right? Or so I look older than I am. Basically, how we can solve that problem is this hair serum, right? Hair products could be that. Tired of not seeing results going to the gym five days a week, try this workout program, right? Here's the real reason so you can insert anything. If your product and service solves a problem, you can insert that. Or if you have a marketing agency, if your Google ads not performing, even though your product is on point, watch this, right? We can put anything here. So let's see some examples. Your ads keep dying after three days. Here is what you're missing. So that is problem solving. Still paying full price for protein powder, stop. So that is a frustrating outcome that they are doing. Let's see another one. That is the shock and contrarian hook. So it is shocking. Stop doing the common thing. It's killing your results, right? It's shock and contrary to the popular belief. So what is a popular belief? Eating protein you know, builds muscle, right? If you say eating protein kills your gains. Here's why. So you want to say something so against the contrary, people will be like, What? Wait, what is you talking about? Right? So if you are studying hard to score better at your exams, stop what you're doing and watch this, right? So you're doing it wrong, and that is the common thing that you're doing is not really the good thing, basically, what we're trying to say. And the whole purpose of that is keeping people engaged. Look, what the hell is gonna talk about? Usually, this works the best, right? I'm about to say something every ad agency will hate me. So this is not really contrarian, but this is shock driven, but I really like the contrarian. So stop split testing audiences. Meta already does it better. But right now, yeah, everybody knows this. Like, if you're in Meta advertising, your skincare routine is aging you, literally. So this is really good contrarian, right? People think skincare routine usually doesn't age you or helps you with anti aging. But here we're saying the exact opposite. How is this possible, right? Or we can say, you know, your pet food is slowly killing your pets, right? What the hell? How is this even possible? And if you're using this, there's this, you know, every pet food has these type of three ingredients that are, you know, detrimental for their health. And this is why we developed X Y Z product, and this is going to help your pets live five years younger, right? Longer. So I just created a script based on this contrarian hook. We have curiosity Gap Hook. Let's see this one. So this one setting changed everything. So there's a curiosity. What changed everything, right? What happens next shocked me. Again, a curiosity gap. So they don't have anything. Again, they don't have enough reasons to watch it, but they're curious, right? You're not solving any problem. You're not introducing a problem, but it is really curiosity driven. Let's see this example. I ran the same ad twice. One made $0, the other 23 K. Oh, okay. I'm curious now. Watch this. It shouldn't be even possible, right? So it's a great verbal, verbal hook. Again, you should use this, and you need to test all of them, guys. Whatever I'm showing you here, you need to test. There is not one thing that works great. One combined with a great visual combined with great text on screen. So you can see there's a lot of variations. That's why Meta is demanding a lot of creative volume. That's what I'm saying, guys. One is not going to save you. You have to test a lot of these and record your separate hooks. In one batch, record your separate bodies in one batch and record your separate call to actions in one batch. So you have ten, ten, ten, and you can mix and match those and have thousand different ads to test, right? And one of them is eventually going to do really well. Have proof and authority hook. So for digital marketing and advertising space, that really works for me. And if you have that type of educational, knowledge driven type of service you're in, you can do really well. After 1.2 million at spent, here's the truth. We tested this with 4,000 customers, and the data shocked us, right? Again, some shocking detail here, but you are the authority in the figure. Let's say you're a doctor. You can say that or skin care you know, the salon owner, you can say, last week, I've had 100 customers, and this one thing is really disturbing me, right? That is one example. So you are positioning yourself as authority. You're seeing a lot of patients, a lot of customers, so on and so forth. This $39 serum got me compliments from strangers. So, again, this is proof, not full authority, but again, a proof. We've spent 10 million testing this, and one rule keeps winning. So one rule keeps winning. This is more of an authority instead of proof. So you can combine and see which one works for your business. We have relatability hook. This one works really, really well for any niche. Again, this is you cannot go wrong with this relatability hook because people like relatable stuff, right? You know those memes, like all over the place. Video like image memes or, you know, funny videos. Why people laugh at? Because they're relatable, right? Let's say you start doing start you get a hobby, right? What you do first, you go to Instagram, start seeing those funny stuff about your new hobby, let's say, maybe painting, maybe Jujitsu, maybe kickboxing, maybe basketball, maybe, you know, movie critic, being becoming a movie critic, whatever the case may be. And you will watch those videos because, why, they're relatable, right? So let's see. You launch an ad. I tanks you tweak it, it takes again. Like, it's a problem, but it's relatable, right? So we're not saying this is the solution again, we're leading with relatability. And some of them are going to, you know, have interminglness. Like I don't know if even if it's a word. They're going to have some, you know, intersections, each hook type. But again, you can approach it differently. Ever walked into a gym and felt like everyone is staring at you. So this is great. This is super relatable, not a problem exactly, but it's relatability, right? We're not saying this is the worst problem you're facing, but it's just a relatability, right? You spent 2 hours designing your ad zero conversions. Again, this is more like a problem, but you have the relatable sense to it. This is what every new marketer do does wrong. Again, relatable. Let's see the couple of last ones. Actually, this is the one before the last story teaser hook. This is great, guys. But again, doesn't work so well with every product and service. You have to test and see for yourself. I almost quit running ads after this happened, right? And again, as I said, this type of hook style doesn't scale with every product and service. So I'm sitting here at 2:00 A.M. And my dashboard crashes. Again, for an advertising agency will make sense. I thought I would waste it. I had wasted $500 until this kicked in. It started as a joke. Now it's my best selling product. So again, advertising style, you can do this with everything here, but it is not a guarantee that it is going to work. So we have the demonstration. And this basically starts with watch this, and you don't have to say, watch this. And this, again, hook is not going to scale to the moon, but some ads, I've seen this. But this type of folk usually works right away when you start using or showing how to use your product. Again, if they're not aware of that problem, Meta will probably not serve that ad to that specific user. This ad with this type of hook will probably be served to a user who is aware of your product, who is aware of your problem. So you don't necessarily pinpoint try to match this ad to that specific user Mena will do it for you, right? That's the thing you have to keep in mind. Other than that, this type of ad drives conversion sales leads like crazy because you're literally demonstrating how to use that product or service. So you can say, even if you have an agency, you can say, This is let's say you paid someone to create this demonstration type of ad, right through fiber, find the user generated creator. And you're basically doing this is saying that person to say, This is how you use Jim's digital marketing agency. First, you contact them and they will do this MM, they will start running your ads, and then you pay them a monthly fee. Basically a demonstration. This is how you unpack and then, watch this. This is how I unpack my airpods push this, pair with my phone and start listening to my music and cancel enable the noise canceling. Again, demonstration, not going to hook all of the users, but going to hook the users that need to watch it. Alright. Hope this was clear. This was the verbal, what we say, basically, as the hooks. Hope this was helpful. I will see you in the next one. 60. Hook - Text on Screen: Alright, guys, now we are covering text on screen. This is also really, really important. Why? Because text on screen hooks are almost as important as the verbal hooks. But why this is so important, even sometimes more important if people are not using captions in their ads is because 80% of the meta users are watching their videos without sound on the first few seconds and sometimes the whole video without a what you have in the first 3 seconds is extremely, extremely important. So your spoken hook doesn't really matter if your text on screen doesn't capture them visually. What you need to do though here, guys, really, really important. I cannot stress this enough. Do not confuse captions with text on screen, cause captions will be throughout the video, right? You, you have your verbal hook, and then basically, it will follow whatever you say throughout the video. Why you have in the first 3 seconds is like, almost, think of it like a headline of your video ads. That will be headline of your video ads, right? It will be a written version of your hook, and I suggest you have a separate text than what you say in the video. Most videos people are lazy. That's why they use the text in there as whatever they say, they don't put a verbal hook or a written hook story. And that's why they lose. You have to test different variations here. That will basically make one of your ads winner and the other one not a winner, right? So text on screen, we should have contrast. So it should it should have a bold statement, emotional statement, or it should be unexpected. We have to put something there. We don't need context. We have to get them engaged instantly, right? And also, what we can do, we can also create some curiosity as we covered in the previous section in the viewer in the verbal hooks. So there are some core principles, guys. Let's cover one by one. And these are so important. This is the most important part in the text written text based hooks. So use six words or less. Let's say some example, stop wasting money on the ads that die. Your audience size doesn't matter anymore. I spent 1.2 million to learn this. You're going to have that as just the text as super plain and simple. I'm going to show you how you can make them stand out a little bit when we're editing them. Contrast in color. People get this wrong. People get fancy, use different colors, pink, yellow, red. Guys, they don't work. I tested AB tested them multiple, multiple times. Use black text on white background. And use the iPhones, like, you know how you create on Instagram, the organic reels, as the default one, right? You have on TikTok, you have on Instagram reels, the organic background, which is white background, black text. If you don't like it, use black background, white text. Those are the defaults. Always have a background that works better, right? Dark text on light backgrounds or vice versa, improves retention. And I tested this again, white on black or black on white. Do not test other stuff. I did it for you. Trust me on this one. So sync with your visual hook, right? So what do I mean by this? Do I mean use the exact verbal hook. And then, whatever you say in the first 3 seconds, have the same text? No, I'm not saying that. What I'm saying is if you're pin like if you're zooming in in the first 3 seconds, which we're going to cover in the visual hooks that you can do. I'm talking about, you do the same with your text. If you're at, let's say, the visual part of the first 3 seconds coming like this, your text should also follow that, right? Let's say your text is here, and then your visual coming like this, it doesn't look good, right? So you want to get them pop at the same time as your other visual components, right? So we have our text hook types. These are important. These are almost almost exactly similar to what we had in the like spoken hooks, right? So we have the problem call out. Let's say, your roles is fake. Again, like, there were calling out a problem, right? And then curiosity, I turned this one setting data, dat. We have authority, $47,000. At spent three lessons learned. We have the relatability here. This happened every time I run ads. I cannot be the only one that experiences this. The only thing with this one, guys, then, compared to the verbal hooks, I mean, the hook types are almost the same. The only difference is we want to keep it less than six words. That's the difference, a otherwise, it looks chunky and people swipe. If it's two lines, three lines, people swipe. Keep it one line. That's the key. And as a bonus, we have offer beers, guys. So these are also text hook types, but they stay on the video throughout your video, right? So I will show you why that is really, really powerful. So this is relatable. First 3 seconds, ladies, here's why you need to upgrade to this wallet, right? So talking to all ladies, and here is why you need to do it. Relatable. Everybody can relate to this, right? So curiosity, gonna see what he thinks. Excited. So let's see the boyfriend's reaction here, right? We're excited here. So look at this, and you can see a pattern here, Black, so white on black, black on white, black on white. So you can see top winners are always using these color schemes. We have a problem called call out how guys make their under bags disappear for free, common one, and also could be relatable one. Let's move on. So offer Benner, I talked about Offer Benner. It is not super common. And I created this ad. I wrote the script for a really big agency in Australia, first page Australia, and it's been running for a year, guys, more than a year. This script, the one I wrote the script, and I had this at the top. The reason I have this at the top because we didn't the hook wasn't so powerful. I knew that. And since the hook wasn't so powerful, I said, Okay, how can take this video and get it to perform even better. So I said, All right, let's move, use this offer better at the top. And if people don't stay in the first 3 seconds, due to any particular reason, they see what we have to offer right away. So we don't have to hook them. Since our offer is so strong, we use that at the top. So if you have a product in service that is unusually great in terms of the offer, let's say, this is a market disrupting type of offer, right? If you have that type of an offer, you can use that in your video as at the very top. Just stays there, guys. It doesn't change, right? So it just stays. This person, talks, talks, talks, verbal hook, visual hook appears. But the text hook stays there, right? So there's the caption, but there's a text hook at the top. So we have disrupting warning. These genes will make you want to grab his Mt. Again, disruptive, not that we now used to see this type of stuff as an ad. So we have one more proof. Again, I do not condone this style of text or the reason, a couple of reasons why, guys. And the first reason is more than six words, again, but only reason I'm showing you this is because it's kind of like falls into that proof bucket. You can see they're not using a background here, like white on black, black and white. They're not using anything like that. That's why I do not suggest I heard 90% of participants reported a positive impact on triglyceride levels. I had to try it for myself. So, guys, these are the six different separate text hook types that you can use. Again, pay attention to six words. You can see more than six words. The less, the better. Keep it at six, seven, sometimes eight, but no more than that. Keep it at one line as much as possible. Sometimes two lines is okay, but this is definitely too much. Get the gist. It is almost exactly the same as the verbal, but what we speak in the first 3 seconds should be different than what we have as a text because we already have captions, right? We want to have one more reason to keep them on the platform, and on top of the verbal ones, we have that offer banner, which stays at the top of the video if you have a great offer. Alright, I'll see you in the next one. 61. Hook - What Happens (Visual Hooks): Guys, now it is time to cover what happens in the video, the visual hook. I know everybody likes this one, but this is the least important out of the other ones. Yes, visual elements for some people, it is important, but these are just, of course, if you haven't something unusual happening, they stop the scroll right away. But what we say and what we have as a text, I think, in my experience, is a little bit more important. But let's see what we have to do because it's not YouTube, guys. YouTube, yes, this is important. But for an ad, I think the visual parts, sorry, the text and what we say is more important. So let's start. Sob, guys, it is important because they have a microdcision, right? So they hear your voice. And before even they scroll, if you have something like groundbreaking happening in the video, a transition and some sort of an action, visual action, in that first 0.5 seconds, the brain makes a decision swipe or not swipe. If they keep if they keep engaged and what you say also engaging in the hook, they will stay. So that's why we want to keep the visual hooks a little bit faster than the verbal hooks. So that's why a lot happens in the first almost second first second of the video. So, you know, the Andromeda update, Meta just recently came out in May 2025. In this update, they also pay attention to the visual rotation metrics. And these visual retention metrics make or break your ad performance. Meta uses signals to understand the early content energy, which also impacts your cost for 1,000 impressions, right? So let's move on. So visual hooks can a lot of things. We're going to cover and I put them into different buckets. So it makes more sense for you to understand because when you have a script, and you think about how you should start recording your video, you have million ideas. And you client asks you, Oh, Jim, so you start your own Meta Ads agency, and the client asks you, Jim, how should I record my video? And you have million ideas. So to break that cycle, I'm giving you six different buckets, and you can easily think of ideas and putting them into different buckets. And you come up with some examples which I'm going to show you right now. So a gesture, pointing, hand over face, sudden movements. This is quite common. They do stuff like this. Are you really and then there's a sound effect, L sound effect. Are you tired of, like, you know, like hand gesture, so on and so forth. We have a transition. This is really common. A jump cut from an engaging video. Or you have a camera movement, a push in whip, a twist in the camera, right? Instead of me using my hand, a camera moves, right? And we have peter interrupts. And I think the most successful ones are Peter interrupts, like a person holding the microphone with a stir pry fan, right? Or they're using like they clip the microphone on top of their sunglasses and talk to you like that. So these are also Pet and interrupt unusual stuff or weird item that you use. Like, some people I saw one ad, a person was holding a banana. They attached the microphone on top of the banana speaking in front of the camera like that. Again, a pattern interrupt weird item. You can break some objects. Again, break glasses, you know, pour water on top of you, so on and so forth. Those get a lot of you. Even organically, they get a lot of you. On an ad, they will do even better. Facial expression or reaction could be laughing hysterically or disbelief or in shock starting an ad. I cannot believe this. If I do this, you will more likely to be staying if I were to say, I cannot believe, guys, people do this mistake in Meta Ads, right? There's a huge difference. There's a huge facial expression there. Let's start. So we have this gesture. So what is a gesture? Again, it doesn't always have to be, let's say, I'm doing this. It could be like a physical gesture as well. So you can see those first 3 seconds from true classics. Again, there's a movement. There's a gesture, not exactly like a hand gesture, but, like, some sort of a movement that falls into this bucket, right? So there's a good text hook. You need to get your man these t shirts or shirts, and you can see how they using this text hook and combining this with a great visual hook. This is one gesture hook, visual hook. And we have the transition. Take a look at this. This is really common. So they're using already made video and combining this and using the ending has to match what you're doing, right? So I had a couple of videos like this. It was organic videos, but you have to use that existing transitions and convert it and attach it to your video, basically. You can go to a website called Transition Hooks. Type in transition Hooks to Google and click on the results, and you can download. There's like millions of these first clips, and you can use it with your videos, right? Let's say, Of course, how are you going to use this? If you're just talking in front of the camera? You're not going to use this. But there's a person throwing something and you just catch it and then start talking about whatever you're talking about, right? And then let's move on. We have the camera movements. In this video, I think this is the brand name, I forget the brand's name. They have really great ads. I think they're like ugly T shirts or I love ugly. I love ugly clothing. The name of the brand. They're using this greatly. Like, you can use push ins, whip pens, quick tilts. This is not really common. They're twisting, turning the camera. But what is really common is basically like sudden movements into the camera. Like, they use that sound effect. The camera moves in, right? The or the focal point changes. We can use the pattern interrupt. Again, it has nothing to do the first 2 seconds or first even 1 second, nothing to do with the T shirts, right? So again, I think a true classic ad No, it's different ads, different brand of ads. But we can use this pattern interrupt with anything. I can break a glass. I can, you know, pour some water on my products. I can you know, like, fall down. Again, I can do I can hold a weird item and attach my microphone. Agency owners or info product sellers. If you have, like an intangible product, you're selling something information based. You can hold something and then attach your microphone and speak to it. That will usually break that pattern. You can see, I mean, a doughnut is literally exploding. What it has to do with anything, right, about it. Like there's no correlation with a t shirt, clothing, but they're using this to break that pattern. We have one more facial expression and reaction. This guy has a direct disgust in his face, right? You can see. And trying a t shirt, this has nothing, nothing to do with this, right? But that exaggeration is showing you how he's not liking this not good fitting t shirts, like, not properly fitting t shirts. That is the main point. So these are visual hooks that you can use, guys, and every hook falls into this a gesture, a transition, a camera movement, a pater interrupt, or a facial expression, right? If you fall into, when you're thinking brainstorming, we're going to look at some other examples how we can combine all of them. But what you want to do, guys, is you want to think about, Okay, what do I have? At home that I can use to create a visual hook, right? The easiest one is the facial expressions, right? I mean, you don't need any equipment, right? A pattern in rep, you probably have a fork, a spoon, a banana at home you can use, attach it on top of it, right? Camera movement is easy, like whoever the person holding the camera, they can use that thing, right? A transition, a gesture, a hand thinging, right? You can't do that. Transition, you need some editing skills to really match that thing, match that, you know, ending of the first, you know, engaging video to your existing video, that is a little bit tough, but you can easily do that. Gesture is the easiest. Use your hands, have some action in the first 3 seconds or first, 1 second of the video. Again, you don't have 3 seconds in this visual hook part. You have almost just 1 second. Alright, guys, hope this was helpful. We broke down every bit of a hook, and now you have all the information, and now we are basically ready to move on to the body of the video while we actually talk about the product, when we actually talk about the product. Alright, if you're ready, let's jump in. 62. Body - Frameworks For Video Ads: Everybody, now we're covering the meat and potatoes of a video ad. So we're going to cover the body section. As I covered, every video ad has three parts. The hook. We covered the hook, all important components of a hook, and now it is time to cover the body. And we have a bunch of different frameworks. I'm so excited to share them with you all. Let's jump right in. So let's cover the purpose of the body. So why we have this section of a video ad? What purpose does it serve, right? So the hook stops the scroll, and now we want to do the selling. We have to convince this is a product and service for them. So this is not just about shoving the product. It's about also we want to build trust, prove that this product and service is for them, and we want to get their emotional buying, right? So our goal is basically getting those curious customers who just stopped because we had an engaging hook. And with this body, we want to answer three core questions. So these questions every time you write a script of your body, we're going to cover and jump in and then write a script together. But now with everybody, you need to know what is this, what is this product, right? You want to have clarity with your product and service. Otherwise, it confused mind never buy. And why should I believe you? That is a really common question, right? You say all these things. But if you have no proof, no testimony else, why should they believe you? Also we want to cover the part where there is self interest, right? How does this help me? How does this help the basically target audience, target customer or the person who is watching our ad. Alright, let's move on. So we have a bunch of different flavors, basically the four core frameworks I want you to focus on here, and this will be more than enough for you guys. Like, you won't need any more frameworks than this. Like, you can use this with any type of ad, any type of video ad, and most of the video ad you see are going to be falling into these four framework. Number one, we have Bb before, after and bridge. This is amazing for problem solving products. Even though you don't have a specific problem solving product, you can still use this with a normal product that doesn't solve a problem, right? It maybe helps the transformation. It could be anything. Then we have problem agitate solution. This is mainly for problem solving products. But again, don't think about, Oh, my product doesn't solve a problem. Like, true classics, the ads that we basically analyze, they are selling a T shirt. You never thought of, you know, T shirt solving your product, but they are positioning positioning their marketing in such a way that they are saying, Okay, classic t shirts, they're not great. They make you look fat. And this t shirt is specifically designed for, you know, like men with dead buds, it hugs the arms, hugs the chest, hugs the shoulders. And have a little bit of room in the belly section. So that's the point. That's how they use and leverage PAS frameworks problem agitate solution framework when they're running their ads and using their body section. Then we have the hero's journey. What is that? So we have an ordinary word. We face a challenge, and then we discover the product or service, then we transform ourselves. It's basically any type of action movie, you have a hero's story, right? And this is the hero's journey framework that we can use for any types of product or service. We have a testimonial story. This is basically relate, reveal, react, and results. We're going to see that, but most of the user generated content, most of the testimonial videos fall into the testimonial story framework. Alright. So you now have an understanding of these frameworks. Let's dive deep into each framework and see some examples. Alright, now we have before, after and bridge. This is one of my favorites. I'll use this all the time. And this works great, guys. Like, people don't buy products. They buy the better and the next version of themselves. And what you portray with this buddy framework type is basically showing them the next version they're going to become, right? So we have a before, then we will have an after the future them, and then you're showing your product the service with the bridge. And, of course, when you're bridging, you want to show a lot of social proof. A lot of people who bought from you are happy customers now, so on and so forth, and how to use the products to guarantee, so on and so forth. Um, this works for basically everything, guys, coaching, consulting, services, agency service, beauty clinics, overall beauty products, fitness or lifestyle brands, right? Like t shirts, for instance. It could be any apparel business, any service based business. So the structure is pretty self explanatory, right? We have the before. So their problem, we want to portray the problem that they're facing, right? We want to actually salt the open wound so they really feel that pain. So they need to feel that problem because if they don't fall into that category, if they don't have that problem, they're probably not going to buy anyway. So really identify that specific avatar that we're trying to sell. So before my skin was dull and nothing worked, again, this is the before, right? The pain. And after that, we actually showing them the next version of themselves after they solve their problem. Now I get compliments daily, and it actually feels effortless. So people are going to be naturally curious. How did this happen? Can I have this happen to me, as well? And then we're going to reveal our product with bridge. So there's before and after, we're bridging that gap. Now we introduce the product as the reason. All I did was start using Lux every night. Lux is the skincare product, for instance, right? So let's see one script, which I basically wrote using Chat GPT and using this framework, and we're going to write more together. So don't worry, we're just understanding the frameworks now. Then we will write the scripts together, and we're going to edit the videos together. So do not worry this is the formula of a winning app. So let's see the before. Before my hair kept getting thinner. And again, this is an imaginary product that has like I say, hair serum, right? Hair serum that has pinstrit in it that helps grow hair for male pet and boldness for bald men, basically. Before my hair kept getting thinner every month, I tried every shampoo and serum out there. Nothing. And I also scared of getting the hair transplant. So hair transplant is the obvious solution, basically. People are not stupid, right? So, people if they are suffering this problem, they probably know all the other solutions. Of course, there's stages of awareness, awareness, right? Some people could be not aware, and then they slowly lose hair. Then they start searching for other solutions for their hair loss. And if they're at that stage, like buying ready, a solution aware, and they are probably product aware as well, right? So we have to acknowledge the fact that there is this hair transplant, but some people don't like to have surgeries, right? That is basically a surgery. And let's see how do we have the off? Now my hair actually looks thicker and fuller. People keep telling me, it looks like I've got way more volume. And some of my friends think I had a visit to Turkey Turkey is quite common for hair transplants, so on and so forth. So this is the after, and now we have to introduce the product. All I did was start using the fenestrot driven hair powder that my buddy told me to use. I'm glad I did, because I have a skeptical. So we are basically saying I have a skeptical. We don't buy anything that we see online, and most of your customers are going to be like this. So you have to acknowledge every step here. It covers the thin spots instantly and helps new growth come through at the same time using the active ingredient fenestride. So again, at this point, we will show when we come to the visual parts of the buddy, we will show visuals using B rolls and so on and so forth, or people really happy with the product and offers testimonials, right? So what we say doesn't have to match what is going on visually. So this is basically the script part of the body. So you can see a great way to start writing your script BAB framework. And don't forget, guys, we do not start the ad like this. We have a hook, a really strong hook in the beginning of every ad. Then this is the body section. So let's move on. Then I have This is by far, my favorite, then BAB coomesPASPblem agitated solution. This actually, guys, is a really famous copywriting framework, but now everybody's using with scriptwriting, this framework, right? So it mirrors how people think, right? They feel the pain first, then they seek relief, and then they take action. So this works for everything, guys. Education, B to B, problem solving products mainly, like if you have a really high end brand, let's say Gucci, Louis Vuiton, Rolex, right? It's hard to use problem gutate solution, but there's also still a problem. You can still insert a problem, inject a problem. What is that? The status? People seek status, but it is not as big of a problem it is. So it is not an inherent problem, but there is a problem that we can insert. As I said, true classics is basically inserting the t shirt brand the selling just T shirts. They inserted this problem into a Bs products, and all of their ads are basically using this PAS framework. So let's see the structure. So we need to identify the pain here, right? We start with the pain. My ads kept dying after three days. That is a big problem if you're running ads. And then we have to agitate, right? We have to really make the pain. We have to really go deeper to the pain, right? So add emotion and frustration. How can we do it? We just go more detail and how painful it is, right? I tried changing the copy, the targeting, nothing worked, and I kept losing money. An example. We have a solution reveal what fixed it, and then insert your product and service. Then I discovered this one setting in Meta as manager. Oh, what is that? And then you introduce, right? Let's see an example. So before, again, we were using the same product, the hair powder with fenestrate, right? What is the problem? Every morning? I've seen hair in the sink. I tried to style it differently, use thickening sprays, or even change shampoos, but nothing really stopped me, stopped the thinning. Honestly, it started affecting how I felt by myself. So it is a big problem, and now we're agitating I will catch myself checking mirrors everywhere I went, trying to hide the spots. Photos made it verse. My head looks flat, thin and just tired. It's crazy how sometimes so small can mess with your confidence that much. So now we are getting into a daily life. It is now affecting us deeply, right? Now it is a great time to insert our solution. Then I try this new finstrothay pire powder. It's not just a cover up. It blends naturally, looks fuller instantly and actually helps promote new growth over time. Within a few weeks, my hair felt thicker, and I started getting compliments again. Now I just tap into every morning and it feels like I've gotten confidence in my hair back. So you're not just getting your hair back, you're getting your confidence. So it's a huge transformation. So, we have the hero's journey. This is also an interesting one, not my favorite, but a lot of good ads use this script writing framework, that buddy framework. So it is a classic story of any movie, right? So we have a person suffering in the daily life. It is not a problem. At first. They're not blending in, and then they start filling the problem, and then the hero at the end wins the story. So we have to really these hero journey style ads are usually longer because we have to connect with people emotionally, right? So this works for high ticket offers. Like if you have something expensive, you have to do a little bit more emotional investment in the ads. B2b says for course creators, it works really well. Brand building ads, problem solving products and services. Basically works with really low ticket products, as well. What do I mean by low ticket? Less than $100 products. What do I mean by high ticket? It is expensive, over 300 $200 products, right? So let's look at the structure. So we have the ordinary word, right? World. So basically, in the ordinary world, we're not really seeing a huge problem. It is a relatable struggle, but our hero is not really dying right now. I was running ads nonstop, but I still couldn't scale profitably. Alright, that's a problem, but we're not dying yet. Then we have the challenge, right? The obstacle comes in. Every campaign failed during the learning phase, and we are actually really, really at this point at the challenge, you can get in more emotional here, and we really face that problem. Then when the discovery happens, introduce your solution. Then I found this optimization system how do I optimize it? I use maybe software. I use X Y Z course, I use X Y Z cheat cheat, anything. The transformation. Now we show the results and emotion maybe a lot of happy customers visually. And now my role as has tripled and I barely touch the dashboard. So this is the journey, basically, right? We have the ordinary world, and then we have a change, sorry, the challenge that we face, we can insert more emotions here. Then we discover the product and service. Then we have a transformation where we can display a lot of happy customers at this stage. Right, let's see one example. So I have always, this is a different product that we're just using. This is basically, you know, like the height shoes for short people. These are like there's, like, a small platform hidden in the shoes, but it gives you, like, a couple of inches, like, maybe 8 centimeters or so. Right, let's start with the ordinary world. What is the ordinary world for our hero? I've always been the shortest one in every group photo. I would laugh it off, but honestly, it got me. I started avoiding certain shoes, even certain places because I didn't feel confident next to taller people. So now let's try the challenge. I tried insults, lifts, everything. So he is now facing the challenge facing the problem, but he is using the competitive stuff, but it's not working for him, right? They either looked fake, felt uncomfortable or made me walk weird. That is a big problem. It was like I had to choose between style and confidence, and I was tired of choosing. So now we're getting emotional. Now we discovered the product. Then I found these height boosting shoes from a Facebook app. They just look like any other premium sneaker, clean design, comfortable fits, but they add a few inches instantly. No one notices the difference except me. I just feel taller, sharper, more myself. Look at this beauty. And then we're going to move into the transformation. Now I don't overthink it. I stand straighter, talk louder, and, yeah, I feel confident walking into any room. It's crazy how a few inches can change, how you see yourself, and how you see how others see you too. So it's a huge transformation. At this point of the video, now we can introduce a lot of happy customers, five stars, like, visually, right? So this is the script, basically. Then we have the testimonial story guys. This is the last framework we're going to cover, and now we're going to jump into what goes into the visual stuff, and then we're going to write a script together, right? So I hope this is making sense so far. So why a testimonial story work? So it humanizes, and it basically gives them the proof right away. The whole ad is just full of proof. You're using a person who tried and tested your product, and he's saying it is great. You can use a lot of people in one ad, as well. So, let's start. What is this best for UGC video ads, all types of products, any type of product. There is not one type of product or service. This doesn't work. Let's start. We have relate. I didn't think this could work for me, right? So a lot of people have the skepticism. They start with this. Of course, we have the hook beginning of the video. Then we have the relatability. Then we have the reveal. After two weeks, I started noticing the results. Now that person is using now react. People actually started complimenting me. People are reacting, and he's reacting to himself, as well. Then we have the result, a really happy customer. He cannot, you know, recommend this enough, and that is the beauty. Again, this is basically it. And in the next section, we're going to dive deep into analyzing the visual components of a video 63. Body - Visuals: Buddy, in this video, we're going to be covering the visual. So previously, we looked at script writing what basically you say in the video in the body section of the video. But, of course, you cannot always sit in front of the camera and talk all the time, right? Because people have short attention span, as we said, there needs to be something happening on the video itself. And in this section, we're going to be covering that. So this is the part, and the most important part is basically the pacing, right? So you've probably seen some Mr. Beast videos. There's always something happening in the video, right? I'm not talking about what he's doing. But let's say, the first 10 minutes off the video, there's always a different camera angle. There's always a different video coming up, maybe a different like a different shoot, a different person, something else happening to keep you engaged watching this, right? So the main thing that does that is basically pacing of the video. So it's basically the rhythm guys, rhythm. So we want to we want to have a scene change, a sound cue, or an expression sheet, some sort of change in the ad in the video ad to keep the viewers engaged on our video so they don't skip it. We're going to do this with pacing, and we're going to edit a video together from scratch. That will make more sense. So what we want as a rule of thumb, every two to 3 seconds, we want to change what we show on the video. It doesn't have to be we always have a B role. It can be anything something simple like changing the camera angle, zooming in or out, having a B role maybe a different video footage on the ad, maybe a tone shift, maybe a pause, maybe a transition. But every two to 3 seconds, maybe we can add a meme. Every two to 3 seconds, we have to have something happening because man's algorithm literally detects those micro transitions and interprets them as engaged views, right? So we have visual pacing techniques, and we're going to be seeing some examples and actually creating one, right? So we have micro movements. So the micro movements are basically what you do inside of the video, right? As we covered in the hook section of the video, you can do something like this, and then a transition sound comes in. So, for instance, let's take an example. I do this. And then a transition comes in. That could be a micro movement, right? Nothing is changing inside of the video, but you have a micro movement and a sound effect in the background that basically keeps people more engaged. Then we have alternating angles, right? We have a close shot and then a wider shot. So these actually also keep people on the platform and engaged. So you usually see when they start the video, they start with these close up shot. So we covered that in the hook portion of the video, but this is basically used for pacing as well. So, for instance, you're talking about something, and then you mention something important, you zoom into your face, close up, you say something, finish it, and then you zoom out, right? And the most common one is basically layering graphics. It could be memes, it could be a B roll video, right? You might be asking, Jim, what is a B role? B roll, basically what I'm doing, what you're seeing right now, is a role. I'm speaking directly to the camera. This is my A role footage. And B roll is what I add on top of this as an extra scene. For instance, you're seeing something else, and that is called B role. And you can add anything that is related to what you're talking about in the video, right? And that will help you keep people engaged, as well. So also we have matching cuts with oye Cadence. This is also really, really important. This is not going to be in every video, but let's say I'm talking about, you know, like a car show room, right? I'm talking about car show room. And I'm saying buying Mercedes, buying BMW, buying OD every time I say those brands, there is a transition effect coming up with those different cards. So I'm matching what I say with the edits and the cuts, right? You want to sync this basically with music. You can do this with music as well. But in this case, we want to do this with transitions and what we say, and we want to sync those transitions with what we say, basically. And then we have using silences or pauses that is important. For instance, I'm speaking right now, and I say something really important, and I slow down like at this time, that is actually changing the pace of the video, right? I'm not using a different angle. I'm not using a different anything. And in the background, I can maybe have a background music moving along, right? And I cut that background music together, right when I'm saying that's something important. So that is basically using silence or pause. So let's move along and watch some ad. And some of the ads, guys, you've seen the hooks of these ads. And after we watch the whole thing, we're going to analyze, break it down point by point, how many cuts, how many different pacing techniques they are using in the video itself. So let's watch it first and see what they're doing. How to look ten years younger for free. So I went on a date, and the girl literally asked me, Are you really 25? I instantly knew she was talking about my skin. My skin made me look like I was 40, oily, wrinkly, tired look. Nothing I tried worked. Then a friend told me about Lumen. I took their online quiz, got a free personalized trial kit, and started using it. Within weeks, my skin cleared up, my pores shrunk, and my under eyes brightened. I finally look my age, maybe even better. Lumen helped me regain my confidence, and now I actually enjoy looking in the mirror. Take the quiz, try your free personalized Lumen kit and see the difference for yourself. So, guys, you can see there are a lot of cuts, a lot of techniques used, and we are now going to analyze them one by one. So if you start the video now as we're analyzing, there will be no sound guys because we are basically analyzing the visuals hum. So keep that in mind, there's going to be no sound in this one. The video starts with the strong hook, and you can see, even with the hook, they are using this alternative wide angle and close shots. So you can see they're also using the micromvement, something happening, right? The camera doesn't change, but they move something. They're moving this, for instance. You have that small zoom, and they are using this broccoli as in the hook of the video. So the hook ended. Now we have our first scene. In this first scene, we have this person looking at the camera. And then the scene changed again. This is a totally different scene, different video shot. They are using this as a B roll. So the scene changed again. It is a close up. They're using the close up because otherwise, that will be really similar to what they had previously. So they're using the close up function here. You can see in this video, this portion of the video. Now, this is close up and different angle. So what they did here is you can see they laid graphics, and they also use some micro movements in the video itself. So they're not doing any silences or pause, but they're matching the cuts with the voice, basically cadence, voice cadence. If you watch it watch it with the son on previously, as we watched it, you will understand what I mean. So let's go back to where we were before. Okay, now he changed the scene again. Now you can see we have a Zoom into girlfriend walking in and catching the guy doing this thing. We have another scene. We have another scene, the person receiving the product again. You can see there are too many different video cuts in one video, maybe ten to 15. But you can see every even 1 second, the scene is changing. They're using many different video shoots and editing them back to back. We have the swan receiving in the car. Now we're back to the guy looking in the mirror. Looking at the camera now, this is a micro movement online, another person with the box, handing the box, and ending that with a call to action. So you can see different like every two to 3 seconds. And in this ad, they're doing every 1 second, a different version of the video. Now we're going to watch an ad from Rich together with Sound on, and we're going to turn the sound off dissect the ad piece by piece. Let's watch it with the sound on first. This wallet isn't just function. It's literally art in your pocket. The Ridge Kentsugi wallet. Inspired by the Japanese art of turning broken pottery into gold line masterpieces, while the military grade build and air tag ready design makes it genuinely practical. It holds up to 12 cards and cash comfortably, and it fits seamlessly into a minimalist setup. With a 99 day risk free trial, free shipping and free returns, it's no wonder Ridge is in the pocket of over 5 million men worldwide. So if your wallet's going to be seen every day, shouldn't it look this good? Find yours now at ridge.com. All right. So you can see the culture action is a little bit too long, but they are not overdoing like true classics. The example with true classics, they did it. They did have a lot of cuts. So at the beginning of the video, they have an interesting hook, but nothing exciting. This is the hook visual, basically. And then here we have the second scene. After two to 3 seconds, this person holding this wallet, holding this product, and talking about it. And we have a macro movement. He's moving that little wallet that he has in his hand. And now we have a scene change in 2 seconds. A scene change in 2 seconds. Now two products are there. Now a scene change. Again, this is to keep people on the platform and they're showing how this looks. Again, this is really visually engaging a totally different B role they're using. Another one, we have the 2 seconds after 2 seconds, another scene 2 seconds. Even after 1 second, guys, the scenes are changing at a certain point. Here the person is sliding the products in another 1 second, 1 second, and this is how he's using this product in real life. Put it in this back pocket. Scene change back to our A role, the person explaining whatever he's explaining here. We are in the B role. A person is doing something, putting back, doing a free return, basically. This is B roll, we're back to the A role again. We're seeing some lifestyle footage, two, three, one, two. You can see every two to 3 seconds, the scene is changing, and then we have our call to action. Call to action is like an animation. So you get the point. They're using a lot of different elements. So let's see, we have a micro movement and then once the sound was on, they're matching the cadence. They're not using the last technique that we had, but they're using the rest, basically, guys. So you can see, we have a lot of movement in the videos itself. We have a lot of cuts paced transitions, really fast cuts, a lifestyle footage here, and every two to 3 seconds zooming, you can see this is zooming in as well, and this one is not zooming, this is zoomed in. Again, you can use that zooming function with every video that you have. Let's watch this one, again, add from true classics. We will watch it sound on first, then we will dissect it sound off. Alright, let's start from the beginning. Try this. Stop wearing baggy stretched out shirts or trying to squeeze into something you bought last year hoping it would eventually fit. Confidence starts by looking your best, but that's impossible when you're wearing the wrong fit. Men have been forced into teas that are not designed for their body type. Shirts made for models who look nothing like the average guy. That's where true classic comes in. These shirts are made to fit real guys. They hug your arms to show off your muscles, are more relaxed around the torso so you feel comfortable and are designed to be buttery, soft, but very durable. When you look good, you feel good. You don't even have to break the bank to afford them. You can save 50% by trying one of their six packs, and feel the difference yourself. Don't trust me. They have a 100 day money back guarantee if you're not convinced. So what are you waiting for? Try true classic, the right fit, the right feel. Real confidence starts here. Alright, the video has ended, and now we're going to basically dissect the video. So this is the hook. We went over this hook section together. You guys remember this part, and now we are changing the scene. Okay, this is the first actual scene in the body, right? So the guy is shocked. There's a micro movement and zoom in, both of them happening at the same time. Other cut, so we have an exaggeration of the problem. There's a problem agitate solution. You can see they're agitating the problem here, and we can see another person, another B roll actually testing this product and not being happy. Zoom in, we can now see another guy trying the product right now, this guy, and he's not happy, as well. Zoom in, again, we're back to this guy, and now this is basically before after bridge, not problem agitate solution. So they're showing the before, they're showing the after and how they are bridging this. You can see we are in the first 12 seconds of the video. After that, rest of the video for the 40 minutes, they are basically doing the before after and then the bridging, right, how this product is solving and bridging from before and after, right? So we have another scene, one, two, three Zoom in, change the scene. So let's count one, two, three, another scene. You can see this is almost almost a universal rule. Every two to 3 seconds in an ad, there's a different scene. You can put an image there. You can put a video there, but there's something happening in every two to 3 seconds because otherwise, people will swipe away. One, two, three, four, another scene. This is a really good scene. One to again, change the scene. One, two, three, change the scene, one to change the scene. So let's go back to where we were one changed one, two changed one, two, three changed one, two, three changed one to change one to changed one to 123, two, three, one, two, three, this is a little bit longer, and you can see every two to 3 seconds, the scene is changing, and they are using these micro cuts. You can see if you go back here, they're doing like layering and be rolls all over the video. They have like maybe 100 different be rolls in that video. Well, they did matching cuts with voice and cadence. We cannot see it because we're dissecting without a sound, and they have a lot of zoom ins, close up shots and tes, and they're using a lot of micro movements, as well. Didn't use any silences and pauses. But if you watch it again, you will see, and this part was actually a little bit silent. And again, every two to 3 seconds, the important thing is the pacing. They're nailing down the pacing portion of the video. After this one, guys, we are going to look at a call to action and what we actually have to do in the call to action section. And then we are going to basically get a script, write a script, have our have our body, have our visuals ready, and then full on edit the video with our call to action in mind and rock 'n roll, put it into the market and get great results. Again, guys, this is not as easy as it looks. You can see, we have a lot of components, but, you know, having winning ads and printing millions of dollars is never easy. Alright, let's get into work. See you in the next one. 64. Call to Action: Everybody now it is time to cover the call to action, the end part of a video ad. And a lot of people really overlook this. They think about, Oh, okay, I'm just going to say bye now or I'm just going to say, you know, put your information in, and that is done and dusted. Not really, it is overlooked, and what we are going to cover is going to make sense to you, and you're going to approach it more strategically with a framework. So frameworks always help you guys. Let's start. So call to action CTA is not just the ending, right? Why? Because Meta new algorithm, which is Andromeda algorithm, right? They're using a different or a brand new improved version of their previous algorithm, which is called romtaNw. They are looking at after you viewed the video, let's say they finished watching the ad, post view interaction signals. So, meaning they click they visit your profile, they visit the website, they buy, or they save the ad, or they share the ad, right? Those are post view interaction signals which help Meta to understand. Oh, okay, is this ad for this person? Is this ad for that person? And that will help Meta to deliver your ads to more people who are more likely to take action. That's why call to action is even more important nowadays than it was before. Let's move on and let's see the framework actually. So before we get into that framework, I want you to see the three function of a call to action. Number one, we want to be extremely clear what they're going to do next. Guys, you won't believe how many comments we get about, you know, put your information down here, and they say, comment down below. I'm interested. Like, people I sometimes say people are not stupid, but sometimes people are, right? Like, you have to be extra clear. Think about there's, like, a fifth grade kid who it's his first time using Facebook or Meta or Instagram, and you are basically telling them how to take action. Think about that or like an 85-year-old, you know, grandma who's never used social media before. And you were telling that person. Imagine that. Like, you have to be that clear. Because we sell a product. It is super simple, right? We are selling your product, and they have to visit the website and purchase like super simple. You don't have to be a genius to understand that. There's a By now button, Shop Now button. And then we say, at the end of the ad, buy now, and they comment down below, interest what do I do next? And there was a Lead Generation ad when I was running Meta Ads for first page, and we were saying, you know, two months free SEO, put your information down, you know, take action now, so on and so forth. And people were saying, messaging going to our profile, messaging us saying, I'm interested, and they're commenting their phone number. Like, if you just click Learn More, and there will be a form pop up for you to put your information in. But they are sometimes really stupid. They don't even do that. They take the extra step to go through a really longer process, right? That's why we need to be really clear. That's why clarity is important when it comes to call to action. Then confidence. This is the part where we eliminate the hesitation. We don't handle the objections because we handle the objections in the body section of our video, right? So because there's going to be a lot of objections. So we don't have that much time. But we want to add some proof or guarantees, like 30 day money back guarantee. You know, no questions, ask guarantee or, you know, one year warranty, whatever you have there, you're going to put that and we have continuity, right? So we want to have continuity, instead of saying, like, you have your body flowing nicely, and then at the end, by now, of course, it doesn't make sense. We have to have that flow, which we're going to see when we come to doing this. So it doesn't feel like a culture action. It kind of feels like a story coming to an end, right? That's what we want to achieve with our ads, basically. So let's cover the framework. So, number one, we want to restate the transformation if they have a transformation or you are using PAS or BAB frameworks when you're writing an ad script. So remind them what life looks like after taking action, right? So because every ad, every product is changing how they feel, how they look, how they, you know, interact with the world, how they make money, so on and so forth. That's why we want to restate the transformation. We have to remind them how they're going to look like. And we then explain the guarantees here. So that is really important. Even if you don't have a guarantee and you can state that we don't have a guarantee because we only want action takers, right? You can say that, or if you have a guarantee, of course, that will work better, but then next, we have the urgency or risk reversal. So, of course, risk reversal can be understood as guarantee, but the main thing we want to do here is they're not taking a risk because this offer is not going to be there anymore. And I suggest having a reason why that urgency is there, right? Scarcity and urgency are two separate things, and people confuse them a lot. Scarcity is the lack of units. Let's say you have five t shirts left in your warehouse, and you're not going to have that t shirt in one year because there's something in the production. So on a so forth, maybe it's a limited time. That is scarcity. But every scarcity has some sort of urgency, but not every urgency has scarcity. Urgency could be they have to act fast, right? Maybe your offer is gone tomorrow, right? That is not scarcity, but that is urgency. They have to act fast. Maybe you have 20% off, and that is going to be gone. So they have to act fast there. Keep that in mind. And you want to put, like, the reason why when it comes to the urgency, right? So a limited time offer. Maybe you put an artificial deadline which might work, right? Let's say, at the end of October, this offer will be gone. That makes sense, right? But don't say this will be gone soon. Like, people know it's not going to be gone, right? And then we want to give a clear visual next step. So this is the part where the clarity is really, really important. So what they're going to do, right? Click the link below, go to the website and buy or click the link below, fill out the form, and our team will contact you back, right? So they want to also know what is going to happen when they fill out their information. That's why when it comes to lead generation Ads, a lot of people making the mistake. When we are designing our Lead Generation ad, we will know that people once they put their information on an instant form, our team will call them back in let's say 2 hours, 3 hours, whatever the case may be. Let's see an example. So restating the transformation, let's say we have this hair product, right, and finally feel confident looking in the mirror again, you're thicker, healthier hair is waiting, right? While we're saying here, you have that you know, you're going to have that transformation. You're going to have that beautiful hair back. That is our claim, right? That is the transformation we're restating. Then we have explaining the guarantees, right, if you have a guarantee, of course. Try it completely risk free with our 30 days money back guarantee, you've got nothing to lose. Again, like, this call to action is this if you follow this call to action framework, guys, like, you're going to convert like crazy, I'm telling you. And then we have adding urgency or risk reveal. So this offer won't last forever. Locking your results now before it's gone. This I intentionally put this in because this could be improved. I'm asking you guys, this is your turn. How would you improve this? We covered this 1 minute ago. I'm waiting. I'm going to count 10-0, and I want your answers. Yes, correct. Because there is not a time limit there, and there is no reason why this offer is not going to last forever. So that is the part we want to say. This offer is not going to last forever because we have XYZ, because the prices are going to go up, because we cannot serve as many customers. So on and so forth, right? We need to have a reason and we want to give a clear and visual next step. So tap the call to action button and below and start your transformation today. Again, this could be a little clear based on what I told you guys, but this is the framework. If you follow these steps and if you have a really good hook, and if you follow one of the buddy frameworks, as I showed you, like Bab transformation, Hero's Journey, problem agitate solution. And attach a good call to action like this, you're going to have amazing results. And what you ideally want to do is record these different bits, right? You record, let's say, ten different call to actions, right? You're going to have a call to action, ten different versions. You're going to have a buddy, ten different buddies, and you're going to have, let's say, 20 different hooks, and then you're going to combine the mix match. You have hundreds of creators that you can rock and roll with. So hop that made sense. And in the next section, we're going to be creating a script and designing editing our video, basically. Alright. I'll see you in the next one. 65. Writing the Full Script: Everybody, now it is time to write a script for a product. And this product is going to be a service based product, right? What I mean by this is basically a service, right? We are going to use this and write a product. But for you to understand, we have to talk about the product first, and then we're going to dive in and come to Chat GPT and get it write a script for us, right? We're going to use all the frameworks we learned so far and we're going to write them together. But first and foremost, let's cover the product. So this is our product, and this is basically a real estate agency which is helping people to sell their homes, right? So, and we have some unique selling propositions. They sell your home with $0 upfront cost, and then take the marketing fees later on. So if I face something like this, what I do is I grab everything on this website. So I copy everything, and you can see happy customers. So there are some you know, you can see this, for instance, here, $475 million plus transaction volume. I grab all this. I go all the way down, and I copy this, copy all of this about this landing page. I come to Chat GPT, and I will say, don't produce anything yet, don't produce anything. I said, Don't produce anything yet, but this is the service I want you to keep in mind. Right. So we're pasting everything on this lining page, basically. So we pasted everything, all this information is here, all the ad copy is here. So there are some stuff like some irrelevant stuff, for instance, you know, some names and stuff off the testimonials and people who are in there. But Che Chi PT is quite smart to understand. So you can see, it's a real estate service in Malburn focusing on $0 upfront cost. Agency covers advertising until sale. It's really good. And we have to also underline one thing, which is really powerful on their end, and the client always telling us this is important for them as well, how much they charge for the advertising fee until when the property is sold. So we're going to grab this and also copy this part, and we're going to say, This is also really important, keep this in mind. So I basically said, This is also really important. Keep this in mind. Cool. So Chachi PT now understands our business, what the business is and who we are actually serving, who is our target persona. Now, Chachi PT has an idea. Again, if you're using the free version, that's fine. No problem at all. You can do everything as I did here. So you can see this we now have and Chachi PT has a great idea about the business. So that is the first part when it comes to writing a script for a video app. The second part is we have our frameworks for each component of that ad, right? So what we're going to do is we have to give every framework of the video. So we are going to want different types or different number of hooks, different number of bodies, and different number of call to actions. So let's start doing that. So you can get Chai Pit to create more here. But as you guys remember from our previous presentation, we want to I personally want to use the I if you're suffering the problem, this is for you type of hook. So I'm going to use that hook, existing hook formula, and I will say this. So this now you will write three different hooks for a video ad based on this formula for this business. All right. So now we're typing this tired of frustrating outcome, here is the real reason why. Okay, let's put that in, and let's see what Cheti PT comes back to us with. Right. Tired of agents asking thousands upfront before even listing your home. Here's the real reason why most sellers lose money before they even make sale. So you can see here here's the real reason why most sellers lose money. We don't want this. So we are actually talking to a property owner, not sellers. Here's the reason why most listing fail to say that is good. And then here, tired of stressing about how much it will cost to advertise your property, that is good. So these two, I'm really happy with these two, right? So we're going to keep these in mind. And now now I will give you a framework for a body of the ad. So now I'm saying now I will give you a framework for a body of the ad, and you will give me two ad scripts without call to action because we're going to do that separately. And without the hook. Just the body details offer based on framer. So we're going to save this. And now let's go back and look at the buddy framework that we want to use. So we can use before after bridge that is up to you. We can use or let's say, we want to use the problem agitate solution that is up to you, and we can use the hero's journey. That is up to you as well. So in this case, since we started with a problem, we, let's say, want to use problem Agutate solution framework. So let's go find that slide. And, okay, now we want to use that framework Alright. And I want to use problem agitate solution framework. Let's go back. Now, write the two scripts using problem agitate solution framework. Alright, now let's see what GPT comes back to us with. Absolutely cool, two body ad scripts, no hook, no CTA. Okay, the problem, most sellers don't realize how much risk they take when they hire the wrong agents. You're told to pay thousands in marketing upfront before Home is even listed. Then weeks go by, no buyers, no offers, and suddenly you're out of five grand with nothing to show for it. The agent shrugs and says, This is just a market. That is really good. I'm really happy with the solution. At blah, blah, blah, we don't play that game. That's good. We cover everything, professional photos and listings, 360 virtual tour, brochures, copywriting, all of it. We only win when your property sells. That is really good, guys. So I'm really happy with those two. I'm going to use this one as well, so I'll look at this. Selling your home could be exciting, not stressful. But most ages make it a nightmare. Endless bills, confusing updates, and you're left wondering any was even doing the work. So we're now agitating, you're juggling open inspections, marketing costs and sinking fee every time you get another invoice. It's no wonder most people dread the process that we now agitated a lot, right? Now the solution. That's why the name of the agency and does it differently. We front the entire this advertising package, listings on certain websites, professional photography, brochures full, and you get the results, cool. So now we are happy with these two buddies using these frameworks. Now let's just go back to the call to action frameworks that we just did, and we want to add that here. Now, I want you to give me two call to actions based on the given frameworks. So now we're going to give the frameworks, but also we have to explain to Chat GPT how our sales process works. Like, do we contact them? Do they fill up a form, visit the website? Which one is it? So that is going to require some detail, let's add our framework first. So this is our framework. Let's add that here and copy and paste. Cool. Now we're going to also tell to Chat GPT what is our process in Meta Ads in Meta Ads, once they fill out the form, they will be contacted by our friendly agents via phone. So don't wait, fill out the form. Cool. Now this is everything we need, and we need two culture actions from Chachi PT, and let's see. Alright. Now the first one. Alright, real estate transformation. Imagine selling your home without stress, without upfront costs and walking away, knowing every dollar went towards results. With our no sale no charge policy, you don't pay a cent until the property is sold. We take the risk. We're only running this offer for a limited time, so don't wait until another agent locks you in into fees before the results. Fill out the form. One of our friendly Malbn agents will call you exactly how we'll sell your home and show you how we'll sell your home with $0 upfront cost. Let's see this one. Picture this. You picture, your property beautifully listed, marketed across every major platform and sold all without paying $1 upfront. We covered this something something dollars ourselves, and this tour explaining the guarantee. And then it's risk free. It's a risk free way to sell, but only available while we can absorb the campaign cost for a new list. We will fill out the form, fill out the quick form. Our local team will call you to get your digital property report. We're going to delete this. We're not offering this anymore and start your sale plan today. So that is amazing. We're going to use the second one. And now, guys, basically, we have a script, right? So now, right, now we don't actually have to get CheiPT to write it, right? So this is the call to action. And so we delete these headlines here. Cool. So this is basically our call to action. And let's find the let's say we want to use this one. This is our body, right? Again, you can make the body longer and shorter. You have the full flexibility. Perfect. Our body is ready. And let's see this is our, let's say, a hook of the video. And we are using this. Cool. This is basically our script. So we are going to use this and create a voiceover on an app. And I will show you in this one since this section of the video is already too long. And I will show you in the next one which software I use to create these videos and create a voiceover. Canva, you can do it on Canva. You have that voiceover availability. I'll use another tool, which is, I think, way easier and faster to create turn this script to a proper video voiceover. A person is reading what we wrote here, and I will show you in the next. 66. Editing Our Video Ad: Guys, the website I use for editing my videos is it dot IO. So I'm going to click the first results, and that is the site. You have the free version and paid version. Now I'm using the paid version again, but you can do basically literally everything with the free version. So now I'm going to say new projects, and it will throw me to a 1080 by 1080 or depending on what you selected previously to a format like this. Now it is wanting me to add a base video. So the core video, what that videos going to be. Now, I'm not going to do that. For now, I will just X out, and I will say, I want a square image. So this is going to be 1080 by 1080, and we will create the vertical version as well. So first thing I want to do is go to settings, and now I want to change the size of this to a 1080 by 1080, which could be Instagram post. Now on the left hand side, I clicked Audio. Now I will actually generate audio from the script that I so what I will do, I will say AI voice here, and now it is asking me add text to speech. Now I will add my whole thing, not this one. Let's go back to Chat GPT. Let's grab this whole thing. Now we copied our whole script. Let's go back to dot IO, and I pasted this. So this will be basically our whole script, right? So again, make sure you select the specific language, and this is going to be, of course, Australian English since we are going to advertise this in Australia. And you have actors here. You can listen to how they sound. Tired of stressing about how much it'll cost. That's pretty good. You can use this one. You have like tens of tens of hundreds of different voices you can pick. Tired of stressing about how much it'll cost? This is a female, for instance. Let's see, male one. Tired of stressing about how much it'll cost? That's right. Adan was better, I guess. Aden little Robotic. Let's find Anthony. Tired of stressing about how much it will cost. Anthony is better, little older guy. So I'm going to say now generate. So this is the pro plan. They will give you a certain time, and I have like thousands of minutes that I can generate to create this text to speech guys. So now you can see the length of my video is almost 2 minutes. This is a little long, but I like it. Because the reason is the longer the video is, the more qualified my audience is going to be the qualified the leads is going to be, right? Let's take a look if we have everything right. Cool. Yes, that is perfectly fine, and that is good. And let's go back. And we can actually increase the speed of this person. How are we going to do this? Now I'm going to say convert to audio clip, and I will say convert. And now it turned into the audio clip. I will click on this. And now I will increase the speed of this, right? So now I will say one point let's say 1.1. And let's see now you can see it is a little bit less the bottom here. Let's listen to the guy and how he sounds. How much it costs. All right, maybe a little bit faster, we could do it. Let's say, let's increase the speed to one point maybe three and listen to it now. Let's see how that sounds. About how much it will cost to advertise your property. This is a little too fast. I will make 1.2. All right. Now we change the speed. Again, I could do a totally separate tutorial on how to edit videos, and that might take 10 hours on VDI O. And I will show you how I do editing on DaventRsolve, as well. And again, that might be another 10 hours so you doing these little bit faster, so don't worry, don't stress. Again, I'm just showing you how I do it. You can always outsource this process after you have your hook and script and everything, right? So let's say I'm happy with this, right? So we are good to go. Now it is time to have the visual. So what we're going to have when it comes to the visual? So first of all, having a core Arole is really important. I have my Aroll already. I downloaded this video from their website. So they already have this video ready, and now I'm going to use this, right? Alright, this is basically our full version, full Arol you can see there's people here, so on and so forth. They're doing business, which is about in the business, basically. What we're going to do here, guys, take this actually, move it along a little bit, because in the beginning, we need to use some hook related stuff. So we're going to have a strong hook, right? So we need to have that. And then let's delete the call to action here. Cool. We are overall happy with this. Projected out. And we need to mute the audio. That is what we need to do here. So that is good. We might make this a little bit faster. Actually, maybe 1.3 is going to better. Let's see how this sounds now. Good. Yeah, I'm quite happy with this. So now it is time to add a hook visual, and then once it is ready, we're going to watch the video, and we're going to add new images on top. So the hook is really important. How much it cost to advertise so as I talked about, guys, the podcast style works really well, so I'm going to generate a guy talking about a podcast. So first of all, I will just go back and tired of stressing about how much this part I'm going to copy and let's go back. And now I will come to video. And here I will click on Generate and now I will click on this maybe get a person to generate this, talk about this. Podcast style works really well, actually. I will click on this. But now this guy is doing something else, so that's not I want. So I will go to video, click Generate, and add a character. So let's say we get, let's say, relatable character, this is podcast style. So we're going to use this, which is relatable. And this is an existing character already. So we're going to use this existing character. And a speech, now we're going to add that speech, cool. And now we can and now we don't want Australia we don't want American. We want Australian and Australian. Let's see. Do we have an Australian accent? We have American American American. Let's we need Australian here. Let's do this. That is fine. I'm cool with that. Let's see, English, if we switch to Australia. Oh, okay, here we go. We have these names, and call the first one. We don't necessarily care about this. Tired of stressing about how much it'll cost her. Tired of stressing about how much it'll cost to of stressing about how much it'll cost. Cool. Now it is going to be generated. Perfect. We're going to click Generate. The video is being generated, and this will be the first portion of our hook, right? A guy is talking in the podcast on the podcast in front of that whatever the case may be that thing is, right? That podcast microphone. Then we need to change the scene every two or 3 seconds. Again, this is going to be hard, but the good thing is our A roll, the original video is already has a lot of 2 seconds cuts. No 2 seconds, but if it is longer than 3 seconds, we maybe introduce a different cut there, and right now it has some good cuts, so we can use those. All right. Let's see how that video comes back. All right, our video is ready. Let's add this to our video and let's see how this looks. We're going to make it bigger, of course, to fit the screen. All right. Let's make it even bigger. Let's see how that looks. Cool. Let's watch this together. How much. We're going to mute this guy because we already have the audio in the background. All right. That's all right because it's not matching perfectly because this is a little bit fast. Let's maybe make it 21.2, and I think it will look better. That looks better. Now we're going to have a different video here. Don't pay a cent upfront. So we're going to add another video here, most likely thinking, let's put this here. Let's see how that looks. Cent upfront. We don't want to introduce our products right now, so we want to keep it a little bit off here. So we That's good. Let's trim this a little. Here you don't need to pay a cent upfront. All right. So now I may want to add some other additional videos. So I will click on videos. Here. Let's look at the stock videos, guys. Let's see what we have in the stock videos, real estate. Let's type in real estate. Let's see what we have here. This is right. This is pretty cool, actually. Let's use this video. Let's use this video. And then there's a 2 seconds cut anyways, and we're going to put the subtitles at the end. So a lot of people watch it without without the sound. So let's watch it. Let's put it here, and this is going to be muted again, of course. So we have our original sound. This is not loading yet. So in the meantime, let's edit it our hook, right? So as we talked about, the hook has three components. So we want to zoom in to this guy's face in the beginning of the video like this. So let's see how this looks. How much cost. That looks good. Cool. And then here we also want to have a text separate text hook. So watch this if you're trying to sell your house or something, let's have a text here. Let's use this. I watch this if you are selling. Watch this if you're selling. So that's good. That's quite appealing under six words. That was the role, as you guys remember. Let's keep it here. How much it cost. That's good. That is good as well. So let's say a happy family. Let's put a happy family here. Family let's find a happy family here. Let's use this. All right. I'm going to use this video. Guys, you can find these videos here as well, or you can go to websites like pexels.com or pixabay.com. So I will show you one website. So this is a website called pixabay.com, completely free, and you can download free videos come here to videos. Again, type in real estate. You can see all those videos, not related to real estate, but of course, you can type in real estate and find all sorts of free videos that you can use, right? So I'm just choosing to use this one since I have a paid subscription, right? So I'm going to put this here. Maybe I use a transition in between those two. So I will look at a transition. First, let's wait till we edit everything. And then we're going to look at transitions. And then now it is going to be agents Now, let's make it bigger. And now, guys, we're going to be talking about agents, right? The script, the voiceover is talking about the script. Since it is talking about the sorry, the agents, and we're portraying those other agents as bad guys, we have to make sure we include an evil guy. But most agents make it a nightmare. Endless bills, confusing updates. And you're left wondering if anyone's even Alright, cool. So we now want to add generate a video of an angry, angry agent, right? So what I want to do here, I will maybe download it through Canva or you can create the video here as well. So I'm just going to click video. Now I will say generate. I think I previously generated one here as well, but I will click Generate. How much it'll cost to advertise your property? No, we don't want this. Let's X out of it. It's going to be a different one. I'm going to say upload. Or, actually, let's generate. I want you to give me a cartoonish that real estates agent asking for money and has evil love. So, cool, now we're asking them to generate this. I want you to give me a cartoonish bad real estate agent, asking for money and has an evil love. Now we're going to introduce that here. We're going to keep this tab open. And once it's ready, we're going to insert this. Okay, you can see our images are created. The characters basically are created. This one is good. This one is good. I literally like this one, actually. And evil agent that is asking for money, that is quite good. I'm happy with that. So the character is created. And now the speech could be anything, you know, give me money. So we're going to mute this anyways. Give me more money. I am your real estate agent. Ha ha, ha, ha ha. I will take your money. Cool. Let's get this guy started. And now it will actually turn this into a video, and let's see how this turns out. Alright now you're going to see generate. And now our character is created, and this person is going to ask for money bad guy, right? We turned this into a bad real estate agent, and this guy is going to speak like he's wanting money and so on and so forth. So let's see how this turns out. Super excited. And we're going to use this as our voiceover is talking about other agents. And then we're going to portray and put our, you know, solution and then we're going to use our A role, which is basically our agents, more professional and we have this perfect guarantee, so on and so forth. Alright, our video is ready. It looks really funny. I'm excited to put this in the generated version. Not here, actually. I want to put that. Let's say we put it here and we say add, and we're going to drag that. Let's drag it. And then we want to mute this because we already have a sound in the background. So we're muting this. Let's see how this looks. But most agents make it at nightmare. Endless bills, confusing updates, and you're left wondering. Alright, that's good. Using updates. And you're left wondering if anyone's even doing the work. You're juggling open inspections, marketing costs, you know, updates, and you're left. So let's keep it a little longer. I'm wondering if anyone's even doing. This is too long. Confusing updates. And you're left. And we're going to put a guy confused. Another video he wants. Let's say, stock videos, confused. Let's use this video as well. Let's add that on top. So as I click this, this automatically adds the video. That is good. Let's make it bigger so it fits the screen. Call. That is good. Now we are talking about what we do. So here, but I want a three. So now I'm doing some editing basic hygiene. So you can see in our original video, I'm just going to mute it so you can hear me easier. And you can see every two to 3 seconds, they're already cuts, right? Let's click and watch. One, two, three, one, two, three, one, two, three, one, two, three, one. So you can see every 4 seconds, there are always already cuts here. So let's come here. I will just unmute this video. Let's see what we have. And start at the end, we have this digital property report thing. We definitely don't have that anymore, so I'm just going to cut that part out. Quick our local team when it's sold. It's a risk free way to sell, but only available while we can absorb campaign costs for new listings, fill out the quick form, and our local team will get your call you. Here we're going to split to get your digital property report. Split again, cut that part. Today. That's really good. So I'm overall really happy, and now we can actually cut this part and and start your sales plan. That's really good. So now let's see the video from scratch and let's see how that looks. So let's watch it together. Tired of stressing about how much it'll cost to advertise your property. Is the real reason you don't need to pay a cent upfront to get results. Selling your home should be exciting, not stressful, but most agents make it a nightmare. So now maybe we need some transition to the other video. I'm clicking on transition. So let's see push right is better. Let's see how this looks now. Ensue. I'm just going to click and push right. Push right as well. Most agents make it a nightmare. Endless bills, confusing updates, and you're left wondering if anyone's even doing the work. You're juggling open inspections mu. So I'm using those little transitions here. Maybe I use this one here. I wonder if we didn't mute this. It is muted, actually. Upfront to results. And here we need a voice as well, a sound portion of the hook. So I'm going to say I'm going to look at sound effects and the swoosh. Yes, I'm going to use this, add So now it edits, I'm going to make this bigger. So it matches that Zoom. As we covered guys, the editing is important. Going to put it here maybe. That's good. So we're going to use the swoosh guys a lot of places. So I'm just going to lower the volume of the swoosh, and we have a lot of transitions. So we're going to use them maybe here when this is pushing the screen, right? So let's watch it. Cool. Let's switch it again. That's good. Copy, put it here. That's good. Copy. I get pasted here. It here a little bit nice. That's good as well. Let's move it to the right a tiny bit. I want to do the same here. This is good, nice. Overall, it is looking nice. So now it is looking right. What we need to do here, guys, we want to add the subtitles, because we know most of the people watch these with subtitles, sorry, without the sound on. So now I'm going to add subtitles here. So I will say which project is going to ask you which project you want to add these subtitles to, and this is going to be the tired of selling and that is Australian English is being spoken. And I'm going to say Autodtect and create the subtitles. Cool, the subs are created. I'm about how much it'll cost to advertise your property. That is good. At the bottom, I like how it appears. That is nice. What I will also add is a smooth video smooth sound, smooth music in the background. So let's go sound effects. No music. So let's take a look at music. Alright, the music is back. Let's see how that looks. Upfront. That is good. I will change the style of the subtitle here. I'm not really happy with this style, and I will go back to styles here, and I will use the one that was shoving first, which I enjoyed a little bit more a retro style, not these ones, this one. It annoyed me. That is way better. So I'm overall happy with this. I'm going to export the video. Make sure you burn the subtitles. This is toggled on, and we are downloading with a four K quality. We're just going to click Export, and now we will be downloading this video. So our hook is there, our script is there. Our Aroll has two to three second cuts every single time. We have a good hook and a good pace of the video, and we have Zoom ins transition sound a clear culture action. So we're going to download this, and we're going to watch it together once it's done. Stressing about how much it'll cost to advertise your property is the real reason you don't need to pay a cent upfront to get results. Selling your home should be exciting, not stressful. But most agents make it a nightmare, endless bills, confusing updates, and you're left wondering if anyone's even doing the work. You're juggling open inspections, marketing costs, and that sinking feeling every time you get another invoice. It's no wonder most people dread the process. That's why we do it differently. We front the entire 1,000. $185 advertising package. Listing is on real estate.com dot aun Domain. Special photography brochures, for plan. Even a 360 degrees tour. You don't pay a cent until it's sold. We handle the stress, you just get the result. Picture your property beautifully listed and marketed across every major flat and sold. All without paying $1 upfront, we cover 1480 $5 advertising package ourselves, real estate.com dot u comma domain, photos, 360 tour, everything, and you won't only pay when it's sold. It's a risk free way to sell, but only available while we can absorb campaign costs for new listings. Fill out the quick. Now a local team will call you and start your sale plan today. Really good. So now we're going to download this, and that is it Se. 67. Meta Ads Library: You might be wondering, Jim, where do I get inspiration from? Like, you only get served a certain type of ads, right? Maybe you're into fitness, maybe you're into, let's say, makeup, you're into surfing. And then you get served all those ads which are related to surfing, makeup, and gym let's say, right? But you want to see other industries and how other brands are running their ads. I will show you a tool where you can see other brands and maybe your competitors ads that are running right now. You're going to type in Meta Ads Library into Google, click on the first link, and they will take you to a page like this. So this is the part where you can select the location. Let's say I'm in Australia, and I'm going to select the location as Australia. I want to see ads that are in Australia, right? And you're going to come to ad category, and you want to select all ads because issues, elections and politics, it is a different ad category in terms of, like, they don't have any targeting whatsoever, and they are categorized differently, basically. We're going to cover that. And now you're going to select all ads, and you can type in any type of competitor you want. But if you want to learn which brands are good at Meta Ads, you need to look at ads that are growing with Meta Ads. So I'm going to give you a list here, and we're going to look at them one by one. Number one is going to be Jackson. So Jackson is a jewelry brand where they sell jewelry for men. So this is the first result, and we're going to click on this. Most likely, we're not going to see a lot of ads in Australia. Yeah, we only have one ads in Australia. If I change this to, let's say, United States, and I will see more ads for sure, for this brand, right? So I will come here and select this again, and I will see more active ads running at the same time. Perfect. So we have one, two, three. These are active ads, by the way, four, five, six, seven, eight, nine, ten, 11, 12, 13, 14, 15, 16, 17, 18, 19, 28 goes on and on. You can see they actively have more than 50, 60 different ads. And after you will see some people also doing like combined partnerships like this. And you will see those ads here. For instance, we have aesthetic ad you will see the ad copy here. You will see the image here. And if you want to see when they started running that, you can see this note here. This is all public. By the way, this is the ID, library ID. You will see these started running 23rd, September 2025. And then the only good thing that I want you to focus on is look at the ads that's been running the longest. That means that ad is doing really well, right? So you will see some ads that's been running maybe just four days, five days, two weeks. Those don't a lot. You can take inspiration. But if you see an ad, like majority have been running for now, if I look at my date, three weeks or so, right? If I see an ad has been running for six months, that tells me that ad is doing extremely well, and they didn't pause that ad. And you can see these are really recent ads, really recent ads, recent ads. So if you see one ad that's been running for a long time, if you scroll all the way down, maybe see one here. So we have one from February. So this ad has been doing really, really well, for instance. Look at this. And they have this product layout. And a big offer. Most likely, this is a re targeting ad since they've been running this for a long time, and these are quite new as well. And if you want to see the ad in different formats, let's say we click, and this is quite old as well. So this is most likely performing. So we're going to say see ad details, and they will show us how this basically looks and different versions. So you can see this is a story version. And if you click on this, we can see the feed version. This is 1080 by 1080. This is 1920. They have two versions of this ad. So if you want to see where does this ad basically take people to, you can click on Shop Now here, and you will basically taken to their landing page. So you can also see where each ad takes people to, right? So we can see, for instance, these are cross necklaces, pretty good necklaces, actually, you know, you can see where they take people to, and they have a pretty big sale on each of the products. So I don't I doubt they are not performing, they most likely are performing. And let's go back. Again, Jackson is really good and look at their video ads, guys. Their video ads are amazing. So if you want to watch that, just click and you can watch that video. We have one static ad here, and I think this looks good overall, like sweat, swim, shover so this doesn't get bad or anything like that. Cool. So let's say we want to see the other brand, which is quite good with their ads, I want you to follow and take inspiration. That is, I love ugly. Again, United States based brand, American brand. So we're going to click on this. And they are really different when it comes to their clothing and video ads. So their video ads are a little unusual if you have a little bit of high ticket brand, and you don't want to do those like AI generated videos, and you can definitely mimic this brand here. So their videos are a little bit more high end. So if you want to see, click on this, and they're running less number of ads compared to the Jackson, and we're going to click on C Ad Details, for instance, and we can watch that ad together, I'm going to mute this. You can see this is a gift, basically, an animation and not a really big ad. Again, if you look at this, it looks a little bit low quality, but every time you see ads on Ads Library, they will look low quality a little bit. So they have a carousel here and one static, one video. If you click on this, you can see this person turning um, doing 180, showing the pens, so on and so forth. If you come down, we have some lifestyle images, no text. Let's see this one, for instance, and this is a partnership with an influencer, partnership with an influencer. They are running a lot of ads, but also I will look at all countries. Maybe they are running ads in different countries, right? So if you want to check that, you can say, all ads, I love Ugly and select that brand again. And you most likely will see a lot more ads. Right now we are seeing a lot this is maybe running in UK, so on and so forth, and we can see a bunch more ads, right? So you can see, maybe this brand is more popular in different countries. So we have that idea. Also, another brand is going to be Huck Berry. So it is going to be Huck, Berry, and we are going to click here and we will see their ads. So I want you to also look at this brand and take inspirations. So this is more of a like a guys brand, but they are, let's say, over 30, over 28, busy but kind of sporty lumberjack style brand, and they are using all sorts of ad formats, right? You look at this lifestyle, some influencer content, a person speaking, crafted in USA. American brand, we have lifestyle videos. We have a person speaking in front of the camera. We have lifestyle images. Products layered on top of each other, a lifestyle. Again, it's a good thing to mimic them as well. For instance, we have an A roll here and the person speaking in front of the camera. If you want to see that, click on it, and then we can see what this guy has to say about this product, and let's just click. So this guy is basically talking about the product here, an A roll and a B roll. Now we're seeing a B roll. I mean, nothing crazy here. Really basic ad, but gives you some inspiration what you can do. I mean, with the things that I taught you, you can definitely do better ads than these guys. Also we have MT and B, right? We're going to type in MT and Bo is going to be the brand, is this one. And most likely this is an American brand as well, but we're looking at all countries that is fine. These guys are a little bit closer to true classics as we saw their ads. We've seen their ads. You can see it is basically they are focusing more on the pants and jeans than the t shirts, but you will see they're still advertising t shirts, but they're focusing on how true classic focuses on T shirt that hugs the buddy. These guys are focusing on the pens, jeans that hugs the butt, and then it makes you look better. So you can see their fall proposition is this. And if you see details of that ad, you will see it is they're saying basically see ad details for men and making, boost the confidence. You can see they have the arrow, call out with the benefits, Matt and B, focusing specifically for men. And they have a lot of static ads and video ads. And I definitely suggest you mimic these guys as well. The other one, we've seen many examples of this Lumen skincare. It's one of my favorite brands for advertising, especially on the video ads. They do a great job. We dissected some of their ads, but you can see they have really good ad scripts, especially like what is written is not super unique, but the different effort, the amount of effort they put into each video is exceptional. So they have a lot of different shoots, a lot of different hooks, a lot of different videos. They combine each other and a bunch of different versions for each ad. So definitely 100% suggests you check these ads. So we have true classic. We also check this a lot. So we're going to type in true classics, and then now we will see the true classic so Alright, we have true classics, and you can see we are basically seeing in many different countries. You can see they have some Arabic text. They have some here. I think this is French in France. We have some German Dutch. Like, you can see this brand is advertising all over the place. If you just want to see, let's say, Australia, and I will do all, and I still see the true classic ads, I can see the true classic ads running in Australia. And if you go down, we're just looking at Australian ads. And if I go all the way down, we're still seeing we have to refresh this other country's ads as well. Look at this. My husband looks better than the day I met him. Can we go back in time and so on and so forth, and you can see all types of different ads. And again, video ads, scripts and effort they put into these is exceptional as well, Lomin and through classics, their video ads exceptional guys. So definitely I suggest mimicking that. And also, you will see some ads running for a long time. So look at this has been running till from May 2020 5/6 months. So that means that is a top performer. Most likely, are we targeting ad again? Most of them are static cats. So if you go and find some video ads, 22nd of August, yes, this is probably a really good ad. Let's watch it. And it's been running for over three months. And with this new version of the algorithm with Andre Meta algorithm, if an ad has been running over three months, that is a good ad. You should mimic that. So if you watch this, you can see it starts with social proof here, a comparison person receiving the product here and is really happy and look at this how he looks now and a lot of different cuts, a lot of different scenes, and a lot of different testimonial, so we can see a lot big mesh up of user generated content and happy people, so on and so forth. So, you get the gist of it, guys. We're going to see one more brands that I definitely suggest you to look at their ads, the perfect gene. So these are mainly men clothing brand stuff. But again, lumen is skincare. A lot of women brand that I will show you as well. So this is perfect jeans, and they are great when it comes to like you can see they're selling for women as well. Women heavy brand, this one is. There's motto fashions that I will show you. If you are selling women's clothing. I definitely suggest looking at their as, as well. I gave them a consulting actually year and a half ago, which was quite successful, and they really took my advice, and I will show you that one, as well, motto fashion. So let's see ions. Yes, they took my consulting. They took my suggestions when it comes to creative variety, and they are using really different creatives. If you see if you are a woman's brand, you can see that they have a lot of variety fonder style ads. You can see a founder is talking about how to wear a combination. So let's say we have one more, a founder and her mom. Well, let's see one. They have a lot of user generated content style. We see a model speaking about the product. A different variety. They do a lot of green screen stuff like the product in the background, a lot of ads actively running at the same time. And their edit you can see a Sinon style, and their dicon was basically guys really specific to, like, dissected into, like, a top of funnel, bottom of funnel, middle of funnel. And I definitely suggested against it and hope they took my advice there as well. Now it is more consolidated. Hopefully, if they had one big campaign, middle of funnel, sorry, just top of funnel and Retargeting campaign. Underneath that, that's it. And Meta algorithm, the new update. Is going to shape how we actually run the ads. So these are the brands that I suggest, and you can check out how each brand is running their ads in Meta Ads Library. So I hope this was clear. I will see you in the next. 68. Creative Testing Frameworks: Alright, boys and girls, it is now time to cover creative testing frameworks. How are we going to test these creative? So we created some statics. We had some carousels, maybe. But the most importantly, we have static ads. We have video ads, and we are using basically, let's say, carousels, but we don't usually test carousels, but main testing happens, if you want to scale, will happen on the static ads or basically on video ads. So how are we going to do that? And we're going to cover how those testing frameworks actually work. So what happened to all testing? So basically, with the Andromeda update in the algorithm, creative testing became easier than ever. Back in the days, people used to test audiences, really specific audiences, right? Meta actually allowed when it wasn't Meta, when it was just Facebook ads, they allowed us to just pinpoint a targeting target audience, not expand beyond that. And people were ridiculously testing audiences. Back then, it worked, right? Like, five years ago, maybe, it was working like crazy, and it was really accurate. And then IOS 14 came in and then it started to die down. People stopped using those audience testing. People focused on creative testing. But now with the Andromeda update, now creative testing even took a step further. What do I mean by this? Back in the days, creative testing and Meta had to have some time to actually test those creatives. Let's say seven days, 14 days, so on and so forth, to receive enough impressions. But now, algorithm, the Andromeda update allows Meta Ads algorithm to test more creatives a lot faster than it was before. Now we can basically put live, five, ten, 20 different brand new ads and let Meta find and get those signals right away and find which one is to kill. They basically kill those ads for you. They don't show it to many people. You will see some will not get any impressions at all. And that basically telling you from Meta, that ad is not good. Like, I'm not going to show that ad to people. It is not converting, and I have enough data to know, even if you see maybe 100 impressions or so. And that 100 impressions is enough for Meta to test with the smart signal. So I hope that makes sense. This is so important. And let's move on. And there are now two ways of testing. And AB testing was more popular before this Andromeda update. But with the Andromeda update, the batch testing is now going to get even more popular. What is that? So if your ideal if your daily budget, let's say, around $500, right? $500 or $15,000 per month. So if your daily budget is lower than $15,500. So it doesn't matter 15,500. It doesn't have to exactly be that number. It could be 15,000. It could be 16,000. It could be 14,900. Like, around that benchmark. So what I suggest is 400 to $600 per day. If your daily budget is lower than that, do not even worry about AB testing. Right? If you have new creatives, put it in the existing asset. That's it. You don't have to AB test anything. But if you have budget about 15,500 per month, which translates into $500 per day, you can do AB testing, right? And I've seen many ads, and I've seen many AD accounts, and I work with right now many AD accounts that are spending more than this. We don't even need to do AB testing Andrometa is so smart. They do the AB testing for us, and they kill the underperformance right away. If you put a new ad, which is performing really good, Meta gets the signal really fast and now pushes that ad all the way through, and it becomes a top performer right away right then and there. I hope this is making sense. And as I said, batch testing, you can do batch testing in both of them and not do AB testing, but I definitely do not suggest doing AB testing under $15,000 per month budget. So let's cover each of them. So we have, let's say, batch testing here. What is batch testing? So what do we do? Let's say we design four new ads, four new video creatives, just like we did. We have different buddies, so on and so forth. And we're spending, let's say, $10,000 a month. Our budget is, let's say, 200 bucks a day. That's it. So let's create a scenario. We have a one campaign. That's it. We're not doing Retargeting. We have one broad targeting, and the second AdSet is interest stacked targeting. We have a bunch of different interests, and both of them are running the same five Ads. One, two, three, five, one, two, three, four, five. Cool. And now we have brand new four Ads, and what are we going to do? We're just going to add those four ads into the existing AdSets and at the same time, we're going to look at out of these five, which are the ones that are not performing. I'm going to look at them, and I will kill the worst performance right away. Bam, let's say, four and five are not doing good in both ad sets. So I will just kill those two, and I will introduce these brand new four ads. And Meta will basically show you these two ads are not receiving any impression enough clicks, and they just kill it automatically anyways. But you are going to manually pause those ads and push these brand new four as into this adset and then you duplicate and then put it into this adset. Now, this is basically a letting Meta test your ads, and you come a week later. You don't even have to come a week later now because they are testing a lot faster. In three or four days, you will see if those existing ads are working better than your brand new ads. Brand new ads are doing way better than these ads. So what you do, and then you can say, Oh, okay, these worked really well, let me try a different cult action like existing hook and buddy. And I will do a different body with the existing cult action and hook, so you can test different hooks, and every four and five days, you can introduce these new creatives. Hope this is making sense. And we have the AB testing. This is a little bit more complex. What do I mean by this? Let's say we have two campaigns, and one campaign is scale campaign. This takes 80 to 70% of your budget, right? And then let's say you have one asset. This is out of the learning phase. We're going to cover what a learning phase is. But let's say you have ten ads underneath. As I said, you need minimum $15,000 budget to do this AB testing. And you're spending 10,000 so, as I said, $15,000 minimum on this in total in the Adcount. So we have ten ads, right? They are performers, and they are doing quite well. Some of them, of course, are going to be doing a little bit better than the other ones, vice versa? We're going to have the second campaign, and this is purely for AB testing, right? You're going to have a separate campaign. This is really important. You have to use atset budget optimization. ABO. This is also known as ATSeT budget, right? So we're going to do asset budget, and you can have multiple tests running at the same time. And those tests make sure you are targeting broad targeting. That's how you do an AB test on at Creative. This ATSet will target the exact same audience, meaning broad, but you can do gender and age target. Let's say 15 sorry, 18 to 35 male audience, 18 to 35 male audience. And you have an ad number one, you have a completely different ad here. So you are testing which ad is performing better, and then you're going to spend, let's say, $20 a day on this, $20 a day on this, right? You can spend more on each ad set, meaning 100 on this, 100 on this, and you are going to be sure which one does better in three days. But if you're spending $20 here, $20 you're going to be having a result at the end of, let's say, a week or ten days. At the end of that, you will see a clear winner, either this or this, and you're going to take that winner and put it into your scaling EtSA. And it is quite common. I've seen many cases where my winner in my AB test underperforms when it is under the scaling capaig. That is all right. That's why we're not doing at one test at a time. For instance, I wrote hook testing. Maybe everything is the same, the hook is different in between those two ads. I'm going to say, Okay, this hook did clearly better and I will put it in here, right at the same time, maybe I'm testing a body of a completely different script, right? So also you can do bigger tests. You have a static ad here, you have a video ad, completely different thing, right? So you're testing formats. Again, you don't have a specific framework of what to test, you have to do as many tests as possible. Take the winners and put it in here. And here, of course, you're going to see underperformance, you can pause them, but at a time, I suggest running three tests simultaneously. What does this look like? Right now, we have two tests in this structure, right? So two tests, we design four new Ads. We're testing two of them against one another, one ad per atset. So you're going to have one ad under one atset, one ad under one atset. They're using the same budget. Have the second other two ads, one at under one at set, one at under one at set. So right now we have two simultaneously running tests. And I suggest minimum three simultaneously running tests at a time. Otherwise, it doesn't make sense. If you have one test at a time, it is so slow, you're better off doing batch testing like we did here. So you just batch introduce the ads. I suggest minimum three simultaneous tests, and per at set budget should be $30. So ideally, that looks like 30, 30, 30, 30. What is that 120? And then you have another 30, $180 a day allocated just for testing. So it makes sense for you. So let's say you have a winner, you have a winner, put them in here, and then you conduct a totally separate test, a totally separate AB test, right? Hope this is making sense. So this is the AB testing. And again, you can test a lot of stuff. Like, once you know you're really profitable and you have really good winners and they look similar, they share the same body, share the same hook. Now you can test smaller thing. Such as the music in the background, the background color, right, the text font. Now you have the right to test smaller things. But if you're not at that point, if you haven't spent, let's say, $100,000 on one at only, if you haven't come to that point yet and scaled yet, you are not at that point. You want to test bigger things, totally different scripts, body frameworks, hooks, a lot of different stuff at a time. And I've got some questions from retargeting testing. Do we need a separate retargeting testing? And you definitely do not read separate retargeting testing, meaning you don't need to AB test retargeting. Retargeting testing is done in a batch style guy. So you definitely do not need to set separate AB tests for that. Really unique scenarios. But with the Andromeda, Ma is so smart. Just if you have, let's say, designed three new ads, you got them with you from the designer, let's say, and you just going to roll the top performers in and kill the ones that are underperforming. Hope this makes sense. That is the only thing you need to know when it comes to retargeting creative testing. All right. That was it for the testing structure. I'll see you in the next one. 69. Hook Testing: Boys and girls, now it is time to hook test. We're going to test hooks for our video ad, and basically, I'm going to test the hooks on the recent video ad that we just created. So it is going to be this one. We already created this. Now I'm going to click Edit, and I will edit the existing app. So now this hook, you can see, is that person speaking about, you know, if you are struggling with the problem, and the visual hook can be still the same. We can maybe change the persona and we can test or we can test a different persona and a different script, but we won't know what is difference. But what I suggest, start testing with bigger chunks. So we can change the person. Plus, we can change whoever, or the script basically at the same time. That's what we are going to do. I want to start testing bigger things, like whoever's speaking in the podcast. I still want to do a podcast style, but I want to change it also the text, right? So let's see what we are saying in the first couple of seconds off the video. Tired of stressing about how much Ivo cost to sell your property, right? So that is the pain that our persona is going to face. So now we can go back to the previous section where Chachi PT basically suggested us a bunch of different hooks, and now we can actually test another hook that Chachi PT suggested. Right, now we are back here. We are going to use this one because we use this one, tired of stressing about how much it would cost to advertise your property. Tired of agents asking up thousands upfront before even listing your home. So we are going to use this one as a it will be a different person speaking in front of the camera. So I just copied that, and we're going to go back and we can actually cut until this part because we really don't not need it. I'm just going to split this part. I will just delete it. Cool. And now I will also delete this guy, as well, we're going to add someone else. So we're going to keep the text hook the same and let's go and generate another version of we will be testing this. Actually, I will test multiple things, not just two, since this is a batch testing and our budget is below $15,000, as I suggested, we do not want to test AB test in a separate ASAP. The reason as I explained, so now we're going to say generate, and let's add a character. Maybe we use a different character this time and maybe a different person. Since you have to also think about your target persona here, guys. Since our target persona is a home owner already, using a really young person poor looking person wouldn't really make sense for us. We want to use a person who looks at least, you know, well put together. Maybe we can use this one. This looks really interesting. A older lady, and maybe that will gain or capture a lot more attention. Still not a podcast style, which I would have preferred, but I'm just going to want to test this one, right? So I will just put my text here. And instead of English, it will be Australian English, and it will be a different person here, right? So it will be a little bit different, so we can record different narrators at different portions of the video. So in the beginning, there will be a woman and later on, later on, the video, there will be a man speaking. That's fine. And I never seen a problem with that, basically, like, different portions of the different video is narrated by different people. That's totally fine. Tired of agents asking for thousands upfront. That is not great. Sounds really amateur. Let's listen to Emilia. Let's take this. Tired of agents asking for thousands upfront. Like this raspy voice. I will use this, and I'm just going to add speech. Now, it will generate the speech for us and we will be good to go. And now I will say generate it is being generated, and we go to pop it in the first seven or first 3 seconds of the video. Right, our video is ready. Let's watch this and let's see how this looks. That's pretty good. I'm happy with that. I edit this. Now it's going to be sitting right before everything. And here we have a little gap. I will delete that gap. Cool. Let's see how this looks. And I'm going to make this bigger, of course, because she has to fit into the screen. That's the goal here. And let's make this big a little, cool. Perfect. And we're gonna get that text. Stay at the bottom here. And let's keep it at the top, because we're going to have subtitles here, right? Cool. Let's see how this looks. Tired of agents asking for thousands upfront before even listing your home. The pay upfront to get results. Thousands upfront before even listing your home. So you can see there's a bit of discrepancy in the video because this sound is too high. We have to get this a little bit lower the volume of the lady a little bit. Let's see, we have to match this. That's pretty cool. I just I will just put it here and I will just make this a little shorter. Cool, let's see how this looks now. Tired of agents, asking for thousands upfront before even listing your home. Is the real reason you don't need to the scene. That looks good. I'm quite happy with this. I will also still lower this and match to the man that is speaking in the medio. Maybe we can increase the sound by just clicking the narration and increase the sound by here. I want to exactly match the point this lady stops speaking and our main guy starts speaking. Alright, so now it is time to since we shifted some stuff, we have to use the transition sounds at the right place. So that's what I'm dragging here, as you guys can see. And I'm going to drag this tear as well. Alright, everything looks great. So let's go back. And I want to drag this one as well. Let's drag it here, and I want to make sure everything looks good. Alright, overall looks great. So now I want to add subtitles to the Lady, as well, because most of the people guys are going to be watching without a sound on. So what I want to do is click subtitles, and here I want to generate subtitles for this portion of the video, right? So I will say subtitles. I will also go back. Alright, that is good. No these subtitles. I want to actually generate this one, not this one. I will say subtitle another clip. Now I'm going to click, and it will be this lady, right? So 4 seconds, not US English, it will be Australian English. And let's auto subtitle this. And now everything will look perfect. So after we get this, and we will go to Meta, and, of course, I want to test another thing, another hook in this video as well. And that will be a different style of hook. But let's see, right now I want to use this version, and I want to see how this looks. Let's watch. Tired of agents asking for thousands upfront before even listing your home. Is the real reason. That's perfect. So I want to test how this overall performs. I will just download this, and now I will export it. So you can either export it with four k. It is totally up to you. I'm just happy with HD. And once I download, I will go back and test another hook. So basically, guys, we're hook testing, but we're testing it with batch format. So it is basically a batch test. So now we're going to say Lady Hook, so we know which video that is Lady Hook. Cool, done, and now we want to download it MP four format. And once this is downloaded, right, downloading really fast, that is good. Now this is done, right? So we're going to go back to edit this. And we want to edit it with a different hook. And again, in the hook, I want to have a different person this time, and let's see how that overall works for us. And watch this if you're selling, that is good. And I want to use a different hook, let's say, this time a verbal hook. I want to use a different one. So I want to generate again and add character. Let's say we this time generate by this lady, right? Instead of that lady, we want to use this lady. Alright, so it will be lady number two, right? So speech will be, let's say, a not US, of course, Australian. That is really important because you have to nail the accent. Otherwise, you won't work, right? They won't feel cause if I come out and speak, I don't have an Aussie accent, Australian accent, people won't trust you. The quick brown fox jumps over the lazy dog. Alright, she sounds pretty good. We're going to use this. Now I want to use a different hook, not a problem solution. Let's go back to the hooks that we looked at. So we still have problem related hooks. This time, I want to use a curiosity based hook, right? So curiosity based hook is going to be interesting. We're going to say we're gonna say this might be the biggest thetak home owners make when they decide to sell. Cool. So that is intriguing. This might. This might not. This might I don't like this might we want to be intriguing. This must. This is, let's say, this is the biggest mistake home owners make when they decide to sell, that is good. So we're going to add speech, and now we're going to generate this. Perfect. And this is going to be interesting because in the previous two hooks, we're basically problem based hooks. Are you this person? Are you suffering this problem? This is going to be a little bit more generic. I bet the hook rate of this video, meaning how many people who watch the first two to 3 seconds are going to be higher because we're speaking to a bigger audience, right? In the first two hooks, we were speaking to people who are tired, like, tired of paying those agents, and they're tired of paying for the advertising cost this they just decide to sell their home. It's a bigger market. So I bet we're going to see the hook rates or how many people watch the first 3 seconds of the video after these run for a couple days. But I bet from now, I can see this video and the first 3 seconds are going to get more views, basically, which is going to end up giving us more leads the rest of the video is literally the same. Alright, the video is ready. Let's give it a watch. Let's add it right away because I know it is good, but let's just put it here. And it is a little slow, so I might make it a little faster, but let's watch it first and then decide. So that is good that she's not looking into the camera. I like it because it gives that podcast wipe, right? Let's watch it together now. This is the biggest mistake home owners make when they decide to sell. That is pretty good. I'm happy. So, again, it is quite loud, so I will just lower the sound of this compared to the rest of the video. Let's watch it again. Unas make when they decide to sell. So here, it is good. I will just cut it short because there's an unnecessary pop pause here. That is good. Let's cut this here. That is good. Now works great. I will cut this short, as well. So let's see if we have any other cuts here. There's a bit of a gap on the right hand side. I will just remove that nice, and I'll remove this as well. That's good. Let's remove this as well. Let's see what he has to talk about. That is good. That is good. So it is looking nice. I'm just dragging night. Let's see. So I want to use the, you know, Zoom in effect, as well. So Zoom off course, a shallow Zoom nice to her face, maybe like this. Like, Alright, works better. Is the biggest mistake homeowners make when they decide to sell that is good. Now, what we need to do, guys, is we want to add a subtitle. Click on the subtitles, click this subtitle another click, and this is the clip that we want to subtitle. Not US English, Australian English. Bam. Now we're going to add our subtitles, and we are basically good to go. We have two brand new hooks that we are going to test against the one that we just did. And this is a live account, guys. I'm literally doing it with you. And not doing anything mock up. So this is a legit account that we're testing together and see great results. Alright, so let's wait for the subtitles. Perfect, guys. Everything is done and dusted. Now we're going to export this again. It will just have a different name. So this is going to be a generic, let's say, biggest mistake as the name of the video. Alright, so as this renders, and we are going to name this separately, and then we will put that into the aticon. Alright, guys, now we are in the aticon. We're just going to come in, and this is the first ad that we created together, right? That was the video ad with a guy speaking, right? So now I'm just going to duplicate this. And I will say existing campaign. And I will say duplicate, and we will wait till it duplicates. Now it duplicated the ad, and now the form is attached. That's good. And I will say, and lady Lady one hook and not a podcast this time. I'll just take that out. So we know which hook we're testing, right? So now I will come down. I will go up a little bit, find the video. Okay, this is the video, I will just remove it. I will add media, add video, and I will click on Upload. So now we are just going to look at the downloads. These are the two downloads that we edit. And I'm going to add these two videos to my computer. So Lady two is the generic one, the biggest mistake one. This one is the first one that we want to rock with. Alright, guys, both of our videos are uploaded. Now this is the first one that we are going to test, and in three days, we will have a good idea which one is doing better. Select this. I will say next. And now we want to use the full video, and you can see this is the Lady that's saying, watch this if you're selling fast. This is the biggest mistake homeowners make yes, so this is the first lady. Actually, we wanted to use the other ad. So let's add a video, and this is the one that we want to use. So the other lady, tired of agents, asking for thousands of dollars, let's say, next, we're going to use the existing primary text and headline, and we turn everything off except enhanced CTA and text improvement. In this case, this is specific to this particular client, and cool. So now we can publish this. We are just doing instant forms, and I will cover what an instant form is. It's a lead generation tactic that we do without taking people to the website. So if website didn't convert well for this client, we thought, Alright, you know what? Let's actually get the leads on Meta and see how that goes. So we just duplicated this ad, and this is the duplicated ad you can see, and we have $0 spent on it because it's brand. I'm just going to duplicate this again. I'm going to say existing campaign. So now we are duplicating this inside of the same ad set. So it will be Lady to hook, and it will be the generic one, right? So let's say biggest mistake use she mentions biggest mistake in the ad, so we know which ad it is. So we're going to add media, add video. This was the one that is our This is the one, generic one, cool. We're going to say yes, next, and these are the existing copy. Nothing really changing. We are happy with everything else. Say, yes, make sure we turn off these enhancements and enhanced CTA and text improvement is fine for this client, and we are happy with everything, and I'm going to publish. So in a couple of days, we will have a good understanding of which hook performs better. I mean, if we had, let's say, 500 teas, you can see we are spending 200 packs a day. If we had, say, 500 and more dollars a day, I might have a separate campaign to test these hooks in separate at sets, right? D one at set, and then we'll see which one performs. But that is basically how you test hooks, right? You can test different elements. Maybe I can keep everything the same and just test the first line, which is the written hook. But we are keeping the written hook the same to see which sentence and the combination of the AI generated person is making more sense and relatable. Alright, that was it for this section. I'll see you next one. 70. Text Hook Testing: Everybody, we covered this briefly, but you're going to see the least impact when you're testing the text hooks. This is going to be important if you keep everything the same. So let's say we go back and let's say you want to do this on an absolute winner ads. So you know the ad is generating quite good results for you and you went to a point. You got to a point where it is generating quite Hey, everybody, we covered this briefly, but let's cover the text on screen hook testing. So this guys, you want to do this when you get to a point where your video ad is already generating really good leads and you are extremely profitable, right? Other than that, this is the weight of this is not going to be so significant. Yes, it is going to be important, but not as important as the visual hook or the verbal hook of the video, right? So again, this is important. I'm not saying this is not important, but I would suggest testing this if you have an absolute winner, keeping everything the same and you're just testing this again absolute winner video ad that you already have, right? Let's say this video is the absolute winner, and now we are just changing this and testing this against another one. And the really important thing is, we want to when we're doing text on screen hooks, we want to use this Instagram format. What do I mean by this Instagram format? Guys, as you know, when you create any type of post or real on Instagram, this is the default. So I can use any, like, really fancy looking feel of text here. I can use this one as text on that looks better, and that visually is more appealing. And, guys, if you use this, this shouts that I am an ad, right? You don't want that effect. You want it to look like an organic reel that you, you know, it pops on your explore feed on your for you page. Basically, like on TikTok, for you Page, Instagram, you're scrolling on your homepage right. You want that effect. You want it to look like an organic post. If you see this, you don't see a lot of organic posts using this type of fancy, fancy font. So if I change this to a fancy font, let's exit this. And let's say I'll change this font to a fancy version, I really looks and shouts like I'm an ad, right? I don't really want so the thing I want, let's say, I delete this, and I use this simple version. The reason being is it looks organic guys. Either this or I use the background is, let's say, I use the text as white, and the background, I want to use the background as black, right? So either that or the other. So I don't want to use, let's say, you can use the black text on white background. Or vice versa. If I go to styles, I can change the background color, for instance, to black, and I change the text color to white. So I can either test this. Let's say we are going with this black on white or white on black is the best version, best ones, I suggest. I definitely do not suggest using those fancy fonts. They look and shout like an ad. So we don't want that. Let's say we say, If you are selling, pay attention. So let's say we use something else. Let's say MalvinHme Melbourne home owners attention. So this is another hook that we can test, Melbourne home owners attention. That is good. You can use emojis here, guys. That is totally fine. That is up to you. You can add an emoji here. That is perfectly fine, and we're going to keep it as is here. Maybe I want to add an emoji. Maybe I come here to elements, and I look at emojis. And again, the emoji should be present. And on an iPhone, right? But most of the people are using iPhones. Keep in mind you don't want to use something really, really fancy. Maybe I type it alert something really alertly, right? I want to have an alert look and feel, right? So we're saying, pay attention, you know, Melbourne home owners, attention. So that type of thing. So let's say I look at alert here. All right, this looks good. Maybe I want to use this one, right? MalbnHmeowners attention. Cool. We are going to, let's see, test this against the other one. This is basically text on screen testing. I'm going to do the Batch testing again. We're going to test which variation metas Andromeda update algorithm picks up. I'm just going to say done, and we're literally keeping everything the same. Just the text on screen hook is changing. Again, the Hook text on screen hook is staying in the first two to 3 seconds off the video, and we are just going to download it by name a version two text on screen, right? So we are mentioning Melbourne home owners attention Melbourne home owners, right? Maybe they want to sell their homes. And again, this text on screen Hook is speaking to a wider audience. That's a little bit of a difference here. So I'm just going to come here testimonial and I'm just going to name this a little bit differently here. Big mistake, and I'm going to name it home owners Text Hook, right? So we have all the details ready, and we will just download this MP four format and put it into our Ads manager and test it. Right. That was it for this section. 71. USP Testing: Body in this section, we're going to be talking about testing unique selling propositions. So every brand, every product has some unique selling propositions, because otherwise we will buy the competitor's products, right? It wouldn't make sense for us to have the exact same product of a competitor, right? It wouldn't make sense at all, right? Let's say you have a product, but you have a product that is in some way different than your competitors. So you are presenting them a reason to buy from you, right? Maybe you are a T shirt brand, but you are 100%, eco friendly, right? It could be that, 100% sustainable, or you are, let's say, a microphone brand just like this, but you are offering, let's say, sorry, echo canceling, right? Let's say when you are recording yourself, it automatically cancels the echo. It could be any unique selling proposition. The thing that we're going to do is basically test those unique selling propositions, but we're going to do those testings in aesthetic format. Of course, you can do it in a video format, but in a video format, there's going to be a lot more moving elements, so it will be a little bit harder to see if that unique selling proposition actually made that impact. So keeping that in mind, we're going to be testing USPs on aesthetic app. We're going to be having estatic headline at the top we're going to be testing different unique selling propositions of our brand. I was talking to one of the clients and they said, Our biggest USP, meaning unique selling proposition is being eco friendly. They were actually not using anything non sustainable, and we took their word for it, right? We started running ads, but what it came to be is actually once we tested that against other unique selling propositions, one that the client said underperformed than what we actually tested against, right? So do not take what the client tells you with face value, right? Because they are not going to be always the reality. Why you need to do is you actually need to test it against what you see in the client's website, what you see as a unique selling proposition, right? That is your role as a marketer. We're going to be testing those, and you might be really surprised, basically what people or what your customer sees as a USP more valuable than what you initially intended to be, right? Let's jump into the platform and let's do some testing. All right, so we have an ad template in Canva. What I'm going to do here, guys is super simple. So this is, you can see, a pretty basic static ad, which is using the callouts and we have a headline. So this is a template. We're not going to use that what I'm using is a Lumens website, right, Lumen skin care. Again, the one that I got, I think, dark Circle defense, right? This is the one that I screenshot at. Yes, dark circle defense. Cool. So amens right, we see some against wrinkles, suitable for all skin types, last two months with standard usage. So we don't know these are of all benefits, but we don't know which one is more unique selling proposition. So for us to really see that, we need to test it, right? We can also look at benefits and a lightweight gel. This is basically a feature not a benefit. It is also a feature. The appearance of cross feet and temporarily reduces the appearance of puffiness. That is good. We might use that one. It's basically espresso shot for your eyes. That is pretty good as well, and included in clinical results, we have some clinical results. Let's see, a premium eye cream for dark circles, right? So we can say, reduce the dark circles right away. So we can use that and test it test it against another unique selling proposition. So we have the key ingredients, okay, fight against dark circles. Those are pretty common ones, and Alright, so we actually going to use the ones that are in the benefits and in the product description. So we're going to say suitable for all skin types. We're going to test this with so let's put that in as a headline. So suitable for all skin types. Cool. So that is going to be one unique selling propositions, right? Maybe some products, their unique selling proposition is going to be, let's say, they're cheaper. They're suitable for maybe only oil skin, only dark skin. It could be that. So that is one that we are going to say, and I'm going to name this as lumen static, and USP will be basically suitable suitability, right? Suitability. And I'm going to download this. After I download this guys, I will download it call. Since it is downloading, now we can go back and test it against another thing, which is going to be, let's say, for this ad, no animal cruelty, right? So as you can see, this thing here, it says, No animal cruelty. So we can use that as a USP, right? No animal cruel. So no animal cruelty, that's good, and we're going to test it against this, no animal cruelty, right? So this is another unique selling proposition. Again, maybe you have one that really stands out, but in this case, these are not really standing out ones, right? So these are really small benefits that one of them would not really make a huge difference. But you will see one or two or three different unique selling propositions will make more sales because we're keeping everything the same. And that means your target audience basically responding to one messaging more than the others. That is the beauty of what we are doing, basically. So now we're going to use, let's say, fine wrinkles. So let's say reduces puffiness, right? Ultimate solution for puffy under ese. So it was basically dark circles. Now we are leading with the puffy under rise, right? So we are going to test this. Basically, these are kind of messagings, but one could be, you know, how we portray the product in a way, right? Against puffy ness. All right. We're going to download it. So by now, we already have three separate leading messagings that we are going to be testing. Right? Let's go back. Espresso Shot for eyes basically means the same thing, instantly plumps hydration lines, fights the appearance of crow's feet. That doesn't really make sense. Using this will help you look less of a empire. Not really. All right, wrinkles, dark circles, we cover those too. We also want to cover another one, which is, let's say, we have a percentage off here, right? We have subscribe and take 10% off. Like, I doubt this will make 10% is a really small small amount, and that really doesn't really make a huge difference when it comes to getting people to, you know, take action. Let's say, 10% off, and we're going to lead with this messaging as well. 10% off. Let's say we can say limited time, some urgency, limited time, 10% of cool, and we're going to download this, and we're going to name this as 10% off, right? 10% off. And then we're going to be downloading this. Now, guys, we have four of these, right? I don't suggest you change a lot of stuff when you're testing messaging or USP because there's going to be a lot of changing variables, and you won't know which actually leading unique selling proposition you are driving the sales from, right? And that's what we want. And we can maybe lead with carbon neutral ship that could be a unique selling proposition, right? But as I said, usually, guys, usually, the carbon neutral sustainability, those are not strong unique selling propositions. Even though the strongest brands with eco friendliness and so on and so forth, I tested this a lot with a lot of brands who are eco friendly, that messaging doesn't lead a lot of sales. Like you have a tiny bit of population. That really values that, and that impacts their buying decision, right? So now as we speak, we're downloading this one as well. Now we have five. I usually want to have one more. I want to test six different messaging at a time. So that will make more sense. So let's say we have a lot of testimonials, but again, that is not a unique selling proposition. That kind of means a lot of people trusts us. You know, we can maybe use clinical studies. Let's that's good, agreed 87% agreed that D circle improved the appearance. Um they have a clinical, that's really good. Clinical results, so we can use that as a USP. Not a lot of brands do clinical studies, clinical studies. Proved the impact, right? So, okay, we're going to test that clinical studies, clinical studies. Cool. Now we have six different messaging that we're leading with, and now we can see which one actually drives the results and which one does not. So that was it for this section, and I'm just going to batch test all of those because there's not many big differences. And if the At account is really small in terms of, like, the ad spend, as I said, not more than $15,000 per month, I'm just going to put them and use the same ad copy, and we're going to cover what ad copies you should consider. But basically, we're just going to put them all in and activate all of them at the same time, and let's see which one performs. I will most likely give that a seven week period, and Meta will show us which one is the actual winner. Alright, see you in the next one. 72. Testimonial Testing: Everybody in this section, we're going to be testing testimonials. Yes, this is really unique. Previously, I said guys with testimonial re targeting testing is just batch testing. Yes, that is correct. But what we're going to test here is going to be a little bit different. That will tell you what your customers actually value when it comes to what your actual customers say, right? So your customers say something, is it testimonial. I love this brand or I love this brand because I had a son who was struggling with um, you know, dark circles, and now it is gone. We're basically using the same example, Lumen skincare. It could be something else, right? I was struggling to find a great gift for my boyfriend, and then now I got Lumen skin care for him. Now he's treating himself. Like, that could be one testimonial for this type of product, or it could be, let's say, you know, my grandma always struggles to find me a perfect gift. But finally, she got me a perfect lumen skincare kit. Now I can treat my dark circles. Again, that is another example that we test against one another, and we can see which one target audience, our target customer actually values the most. So we can actually test our testimonials against one another. And once we see an absolute winner or two, that basically tells us that resonates really, really well. So we can use that piece of information on our emails, like meaning, let's say a person has an objection about a certain ingredients in that product, right? They're not sure if this is, you know, cruel to free or, you know, allergenic, right? They they maybe are concerned about allergic reactions. But let's say if that person uses it, no allergic reaction whatsoever, and that is the best skin friendly product. Let's say, when you use that type of testimonial, you get really good responses compared to other testimonials. You can be like, Okay, when this is antialergenic, or, you know, when sensitive skin uses that they have no reaction to this product, that is a really good sign, and we might use that in our email marketing, organic social media or user generated content. Again, that will be important, and that's what we're going to do. So let's say we are going to test testimonials here, right? So instead of using names, like, we can still use names that will increase the believability, but let's go to the website, and let's take a look at the testimonials, right? So there is one. Again, I don't suggest using really long ones because those are going to be hard to fit. Thank you for taking the time to leave a review. No, this is the answer, reply from Lumen. It does work, and I'm satisfied. So this doesn't mean anything, right? I really do as just using this sort of a testimonial. Not sure how I like it yet, still using it. Again, nothing. Let's see. I'm amazed by this product. I can feel the difference in days. That is really good. So we're going to copy and paste it. Perfect. And now, of course, we want to put that quotation marks and cool. If they make a grammar error, you don't need to fix it. I usually keep it that and that boosts engagement here. I usually want to put this, of course, if you want to be grammatically correct. But I'm not going to put that in because it increases the believability of this testimonial because nobody speaks in perfect grammar, right? So we don't see a name or anything like that. So that's why we're not going to put a here. Oh, okay. We have a name here. Richard Raymond. So we're going to put that in and put that Richard Raymond. Cool. Maybe we drag it here, and maybe we want to put five stars underneath that, right? So we're going to add five stars here from the elements. Nice. So we have this perfect. We put it here. Now it says five stars, Richard Raymond. Cool. So we have testimonial number one. So we're going to get this testimonial number one. We're going to download this. Cool. Now we're going to test this against another testimonial. So, it gives us really good number of testimonials we can test against. Again, fast acting. So what is the messaging from this testimonial? What do you understand? It is fast acting, right? This person feels this working right away, right? Let's go up. And we have hundreds more. So we're going to say show more and noticeable differences in just a few weeks. Again, the same thing, compliments perfectly with bags, B gun patches. Use this as a part of 12 punch. Do minimizing bags. That is good. I'm seeing big results with my eyes, no coffee. It's helping a lot. I look younger. That's really good. So we're going to use that one as well. So that is a really good testimonial and a specific messaging. So if it looks too big, you can reduce the line spacing here. So what I'm going to do is grab this and click T and reduce the line spacing cool. It looks way better and put that. And I will drag this right here. All right, so it looks way better now. Let's get this quotation mark nice, and I will make it a little bit smaller. Nice. Looks great. So what I will do, go back and see who this person is. It is Donna. I think it's a woman, right? Donna is a woman name. Alright, we put that here, five stars again. We're going to download this, and this is number two. By the way, guys, as I'm doing this, you also want to with every type of creative, especially steady cats, you want to do the vertical version as well. What do I mean by this? Like 1080 by 1920. So this is for the feet, right? For the store placements, you want to come here adjust the height to 1920. Copy this whole thing, as I'm doing this with all of those creatives. Yes, I know it takes time and then paste it here and adjust it for displacement, right? It is going to take so much time. That's why I'm not going to do it with you because I have I'm showing you how to do it basically. Now let's see some. And the long ones are great. But again, it looks really congested and people are not going to read it, unfortunately, and if it is too long, we want a really medium sized one, right? This solution is very calming, lightly dabbed around my area. Minor wrinkles tend to slowly disappear. So this looks really realistic, right? From Richard S. So we're going to use that. That's nice. Perfect. And here we want to put that quotation here, nice and Richard a perfect. And let's get this testimonial in the middle. Cool. So you are hopefully getting what I'm doing here. So this is going to be done. Of course, you can still test it in the top of funnel. As I said, testimonials can work everywhere. But what I suggest that will be working better for you if you test that bottom of funnel in your retargeting campaigns. Again, of course, do not only have just testimonials, use different creative styles as well, but this is a great way to see what your customers value when it comes to what they say, right, what they say about your product and service. Hope this was clear. I'll see you in the next one. 73. Meta Ads Primary Text: Everybody, how are you doing? In this section, we're going to be covering the ad copy, which is also really, really important because not a lot of people are going to watch your ads, right? Like, if you have a video ad and not a lot of people are going to stick till the end. But if you have whatever you have in your ad copy, we have really big importance. So we have three big components when it comes meta advertising at copy, right? We have the primary text, we have the headline, and we have the description. We're going to start with the primary text now, and we're going to look at the best practices, what you can do in the primary text, and then what are the options, how other businesses are using this section. Alright, let's start. So on Facebook placement, you will see that primary text appear at the very top like this. So you have your logo, Facebook page, logo here, your name off the Facebook page, the business, basically. And then the text appearing right here will be your primary text, which is pretty self explanatory, right? Primary, the first text that appears, first at copy. And the good thing is there's almost no limit, guys. Like, you can write as long as possible. However, on Instagram placements, like on Instagram feed, for instance, this is an Instagram feed ad. The first line is not the primary text. The first line is the headline. It sounds confusing. Yes, I know, but don't worry. You can see this is the long version here, is the primary text. On Instagram, though, it appears like this is just one big chunk of text that we put in here. So keep in mind when you are writing your ad copy, we're going to see some more examples. So we have reels placement. On this reels placement, we can see this is the primary text. All our 2025 workshops are nearly sold out, so now you have to wait until January, so on and so forth, right? So you can see this primary text is appearing right here and doesn't cover a lot of real estate, especially on stories and reels. Not a lot of people are going to read what you have to say on the ad copy. So what are the best practices? So you can keep it as long as you want. There's literally no limit, but there's 125 characters before the cutoff. What do I mean by cutoff? I will show you in a second. So the amount of text that is shown before the cutoff varies from placement to placement. You cannot control it, and I do not suggest controlling it, right? We're going to see what we can do. So, for instance, what appears on Instagram or what appears on Facebook, before the cutoff changes a lot. So 150 characters usually is the recommendation for engagement from meta side. But I suggest if you keep really engaging 150 characters, then you continue to write because there's gonna be some people who would need extra proof, extra context before they click to go to your website. So you can use that to actually give them or make the convincing for the rest of the primary text, so if you decide, however, to write more than 150 characters like I suggested, you want to break each sentence and each line with a gap, have a space and don't write anything there, keep the sentences short and keep the sentences fifth grade level. That is really, really important. We're going to write at copy together so you will understand what I mean. So let's see some examples. So this is using 150 characters Max style. So again, guys, what I see, what I suggest with the hundred and 50 characters, it is suggestion of meta, not my personal suggestion. But if you decide to keep it short and concise, you want to write it like this. So you don't want to have breaks under each sentence, right? The reason being is we don't want them to see the Smur button here. Once they have a SMR here, they will have to click and read the rest of it. So we're basically saying whatever we have to say before them having to click on the Semor button. So let's see one example. For instance, this ad, primary text is longer than 150 characters, right? So you can see, there is this cut off here. We can as crazy as it sounds, this is Meta Ads course taught by someone who actually manages million in Adspat every month. And then we have the C more. So the key I said here is if you're not intrigued, but whatever the ad has to offer here, and you read the primary text, the first hundred and 50 characters, and if you're not still intrigued, you're not going to click on C More. So whatever you have to say in the first 150 characters has to be really, really appealing. So this person decided to write a long copy, which I like. You can see as we click on C More here, we will see every sentence is broken, is broken by different lines. So every sentence is broken by a line spacing here. You can see an empty space, another sentence, empty space, another sentence, empty space, another sentence, empty space, and a cltcti. The only thing that this guy is doing wrong is here, his sentences are too long, guys. Look at this. And he's using this Chachi PT hyphen here. So this hyphen is used a lot a lot by Chachi PT. So when you see this more than twice or three times, you can see this is just auto Chachi PT at we see one here, we see one here, we see one here. I mean, it's literally copied and pasted from Cheh. Nothing wrong with that, but it makes it really obvious that it's written by Chachipit. So we don't want to make it obvious. I will show you how to do that. But you can see he's doing a great job in terms of having a census and a gap, breaking the space, creating a space here, and going down one line below, and writing one more cents. So let's see a good way, a good application of this method. So we can see the properly used blanks. We have one sentence and a space here, one line space, one sentence, line space, one sentence line space, one sentence line space. It goes on and on. You can see when you're doing the bullet points, you don't have to have those line spaces, but that is a really good application. Plus the sentences are really short. That's why we want to have short sentence and line breaks every time because it is easier to read. Otherwise, when you see this chunk of a text, users do not want to read that, right? We want to keep that in mind. Let's see one more example. We have a Instagram placement here. Done for you. So what is this done for you is out. So you can see this is the headline. Cause if you read this together, it doesn't make sense. The first thing is the headline. The second one is the primary text. But you can see, as I said, how much they show before the cut off varies between the placements. So on primary text, let's go back. You can see there is almost 150 even more characters here. 15 to 16 different words. But if you go here, you can see one, two, three, four, five, six, less than seven words here. So if you click on more, we will see the rest of the ad copy. And they are doing a great job here. You can see they are breaking each sentence after the sentences with an empty line here. Empty line, short sentence, sentence here, empty line here, breaking after the sentences, having a space, which makes it really easy for the users to read. And in the next section, we're going to be covering headlines. See you in the next one. 74. Meta Ads Headlines: Guys, now we are covering headlines and headlines are really so headlines are basically not headlines when it comes to meta ads. The reason I say this is because it is not the first thing that appear on Facebook placement. However, on Instagram placements, headline will appear first. So we have one example here. This is basically a Facebook ad, right? Since this is a Facebook ad, there is a primary text that will appear here, but I didn't put that here just so we can see where the headline appears under the image, you can see start free now, and under that, we have the description so usually we will see one more example. So this is Write column at. Right Column ad only shows the headline. We can see on Facebook, if you go to your Facebook profile on desktop, you will see this appear on the right hand side. And you will see the headline and no primary text, no description. And we have marketplace ad. So this is going to appear on your marketplace as you're scrolling down. And you can see this is the headline here. This is the name of the business. It looks like a headline, but name of the business, and underneath that, we will have the headline, learn more or meet our team. Let's take a look at how headline appears on an Instagram placement. So this is an Instagram feed placement done for you is out. You can see it is being shown as basically a proper headline, right? Because it appears the first. There's nothing on top of the ad on top of the image, basically. We will just have this texture. And underneath that, as I covered, the primary text will appear. So what are the best practices when it comes to headline? So we want to keep it as short and concise as possible. So as we covered briefly, on Instagram, the headline appears first on meta, the headline appears second, right? So 40 characters is the recommendation, but if you can, you can keep it shorter. I do not suggest. Again, you will still have that cut off, but people want have a Seymour button. So this is even more important to keeping your headlines short and concise. The reason is on the primary text, people can click on the SMR and they can read and read what you have to offer like, there is no limit, basically. But here, you will have da da dt. So people won't be able to read what you have to say after a certain limit. 40 characters, it is a recommendation. Again, depending on the placement, Ma might cut it off. So, I suggest using Emojis using all capitals to cover as much real estate as possible and do not have more than four words. Do not have more than four words. So let's take look at one example. So you can see this is basically a Facebook placement, Facebook feed placement. We have the website name appear. This is the headline, Master, Google, and meta Ads, four words, pretty concise. And if it was longer than that, we would have dot dot, dot, not appear enough, and people won't be able to read it, right? So let's see one more example Hotspot certification. Pretty concise what this has to offer. What is the unique selling proposition. Again, if your product and service is a little complex, you can mention the name of the product. You can see HobSpot is doing that here. If your product and service is pretty well known, you can offer, whatever your unique selling proposition is. If you have a free shipping, you can offer that as well. You can say, Oh, we have free shipping or you can say, you know, some unique selling proposition could be, let's say, 100% cotton, 100% organic, 50%. Some numbers do really, really well here, and I would have liked to see one Emoji here because Imogis stand out especially on the headline. So we have one more example. This is Instagram. As I said, after the name of the brand or whatever the sponsored post is, and you will see right next to it, the first thing that appear will be the headline, all real, nothing fake. Again, good, short, less than four words, basically just forwards concise. So these are the headlines. Don't worry. We're going to jump into the platform and write it together and show you how it cuts off at what point and what are the best practices. But next, we're going to look at descriptions. See you in the next one. 75. Meta Ads Descriptions: Now it is time to look at descriptions, meta ad descriptions. Guys, let's take a look at a couple of examples, and we're going to cover best practices and see how other brands are doing those best practices, or are they following them or not? So we have one example here. You can see this is instant formad When something is an instant format, it will say form instead of the website URL here. So that is one small tweak, which is not related to what we're covering right now. Have the ad here. We have optimized catalog ads for every placement. That is the headline. Right underneath that, we have the description. Find out how to work with adapt to placements. So this is basically the description. Let's see one more example. So we have the school.com. He's taking people to school as a platform, and underneath that, we have start for free. Now, Start free now. Underneath that we have our description. Get instant access. And this is the call to act. So we have one more from magnetic Marketing. This guy is a really famous copywriter, Dan Kennedy. So let's see, okay, we have the website URL. Underneath that, we have our headline, and underneath that, we have three quotations, three step system, master class. So that is the description. So let's take a look at the best practices, what to do, what not to do. So we want to keep it as short and concise as possible, just like the headlines, basically the same practices. So the description, the only caveat I have here Headline usually appears on feed, right? It's like almost 100% guaranteed on a Facebook feed or Instagram feed. The headline will appear right here. But on some instances, meta will not show your description. So it is not 100% guaranteed that your descriptions will show. On Instagram as well, Instagram might not show your descriptions. So it is really up to meta, depending on the placement, device, so on and so forth. They might not show your description. Keep that in mind, right? So we want to keep it under five words. Why? Because we have a little bit more real estate due to the font of the descriptions. So you can see it is a smaller font than this one, and this is bold and this is not. So that's why we have a little bit more space to write five words. And you want to keep it under five words again, short and concise. That is the goal. So in this example, you can see, we have a meta ad, and I screenshot of this from my desktop. And desktop has a lot of real estate. But even though I do not see a description here, right? So again, the person might not have put description in the ad because they're not forcing you to put a description in, right? You can leave it blank, but they might have put it in and Meta decided to not show the description. We have one here, trusted by 763 plus members. So this guy is doing great, and he's like a Facebook ads instructor, basically. That's why you will see he is following the best practices really well. So under five words, short and concise and really good unique selling preposition, you can, again, here, use another unique selling preposition that you are not using on your headline, I suggest. So you don't want to say the same thing, right? You want mention whatever is really important about your product and service in your description. So if you said that in your headline, use another one in the description. So the thing, the psychology we want to use here, Okay, people see this headline. Maybe they're not really driven by that specific unique selling proposition, so you use another one, increase your chances of whatever they're attracted to, right? So we have one more from, I think, at Creative AI, the brands. So this is a Facebook ad. You can see this is the headline generate high performing ads in seconds. And underneath that, we have our description. Start your seven day free trial. It's kind of like um call to action. I wouldn't really suggest saying that. I would put a specific, you know, unique self proposition that might entice them. And this doesn't really entice people. Alright, guys, these are basically the headlines, descriptions, and the primary ts. You know what they are and how they appear. And we're going to jump into the platform and write together using some frameworks. 76. Writing Ad Copy (Framework + Style): Everybody, in this section, we're going to be writing at copy based on what we've learned so far. So we know some copywriting frameworks from writing the scripts, right? So we're going to use those. If you haven't watched that section of this course, I suggest go back to writing video scripts for the body of the video, which is really, really important because we are going to need those frameworks here. So, first and foremost, we are going to select one of the frameworks that we want to write at copy with. So this is going to be used for the primary text mainly, since we don't have a limit for the primary text. First and foremost, we have PAS framework, which is problem, agitate and solution framework. Then we have BAB framework, which is before, after, and bridge. So we basically talk about how they are right now as before, and then we will get them to imagine how their life will be when they take the product. And then we will say, the bridge is basically your product and service. Then we have the hero's journey. Hero's journey is like a hero, like an action hero in a typical movie, right? So we have a person, the hero. In the ordinary world, he is struggling and he starts to realize there's a problem he needs to solve. And then our product and service solves that problem. So that is the third framework we're going to use. We're not going to use the testimonial framework because it is basically used for scripts for UGC, but not for ad copy. Then we have copywriting style. This is what Chachi PT will use to write our copy. We will select one, and they will basically use that framer. Then we have the style. So if you don't say any style to Chachi PT, it will basically write it like a robot, any other Chachi PT at copy. And let's start with Sabri Subi. Sabri subi, we checked his ads previously. His at writing style at Copy style is a little bit in your face type of style. What do I mean by this? He uses a lot of cuss words he really doesn't regret or he doesn't pull back from attacking the customer's pain points and a little bit in your face. So if you want to use Sabr Subi style, your product and service or your avatar should be, let's say, plumbers, trades, you know, electricians, handymen, or people running small businesses, but their age range is lower than 55, 45. And generally male audience, right? If you, let's say, use Sabrzubi style AdCopy and your target market is women CEOs or women CFOs, women accountant over 45, that really wouldn't work, and that will backfire because they don't like that language. So we have to really identify who is our target Avatar, Avatar, and what we are writing for. Secondly, we have Joseph Sugarman. He is like I have his book, really good copywriter, and he is a really old school copywriter, as well. And Joseph Sugarman and Gary Halbert, you can use these two guys' copywriting style for anything. So these guys are not using a lot of cuss words. So ChehiPT will basically look at all of their content online and write the ad copy based on how they write, right? So, as I said, they don't have a specific tone of voice. They are mainly using the triggering what triggers the human psychology, right? Gary Halbert is my favorite, all time favorite copywriter, and he's probably the best copywriter ever, guys. We can put David Ogilvie here, as well, but David Ogilvie's copywriting style is super similar to Gary Halbert's copywriting style. So we literally don't have to put it here as well. We have Seth Godin lasting. Seth Godin style a little bit different. He used a little bit more corporate jargon language, but tone down. So like, people who are, let's say, fifth grader, sixth grader, middle school kids can understand. So he uses a really interesting language. He doesn't use that psychological triggers as much as Gary Halbert and Joseph Sugarman and Sabr Subi. But if you're writing something corporate, maybe a B to B product, right, writing ad copy for a B to B, product or B to see product. But, you know, let's say, what do I mean by B to be business to business, B to see business to customers? If you're writing a software for customers, again, you can use the Seth Godin style. He is a really famous author as well in the marketing niche. So, so these are the copywriters. We want to select and mimic their style. And then we have the instructions. So these instructions are going to be for every one of them. So we are going to select one here. We're going to select one here. But when it comes to instructions, we're going to keep it as is, right? We're not going to delete anything. Number one is we don't want to use this hyphen ever. Chachi PT uses that a lot, and that's the biggest giveaway that you can see a person wrote that ad copy with Chachi PT. Then secondly, we have keeping the sentences short. That's really critical. And once we have the ad copy, we're going to have a break line under each sentence. And then thirdly, don't use advanced words because we want our ad copy to be understood by everyone. That is critical. Don't use advanced words. Don't use any Jark. Once they give us the ad copy, we can say we can basically tweak it by however we like, right? Alright, let's start. Let's say our product is a weight loss PDF, right? We have a product. Of course, when we are explaining the product, we have to explain the product. Otherwise, Chachi PT cannot do anything with this information. So our product, let's say, our product is a weight loss guide, and the USBs USBs meaning unique selling propositions are they are people don't have to exercise, let's say, exercise one day use our weight loss plan, and they can be busy. Men are target avatar, let's say, is busy. Men are target avatar is busy men and this product is comprehensive, including a lot of meal recipes for busy individuals. But they still still taste great. Plus, they don't have to count calories. So these are unique selling propositions. Why? A weight loss guide, you usually need to count calories. So it is complex and people don't like to do it, again, we're saying you don't have to count calories, a big objection handling. And then you don't have to exercise. Busy people don't have time, right? So we are really targeting a specific avatar. And then we're going to say, who can get this product for, let's say, 780-98-0809 bucks. And it is down from, let's say, 289. Huge discount discount ends in 48 Rs. All right. So this is our product. Once you explain the product, who's your target avatar, so on and so forth. Once you have all that, we're going to now select a copywriting style. So the copywriting style I want to go with is Gary Halbert, since it's my favorite, and we can talk to everyone. But with this product, actually, Sabri Subi style will be really good. But again, we are targeting really busy people. But still, Sabri Subi will be like Saber Subi style goes really well with targeting men. But I want to use Gary Halbert because I like his style a lot. And then I want to use BAB framework. So I'm going to delete all this. Just keep before, after and bridge. And right, this will be a meta as copy, right, long form. And give me give me headlines and descriptions, less than five words. Alright, now it is going to provide us with primary texts, headlines and descriptions. So our Gary Halbert copywriting style at Copy is basically here. So we are going to delete before and after here, but here it is. You wake up tied your shirts feel tighter. You promise yourself you'll start Monday, but Monday never comes. You tried diets, you tried cutting carbs. You even tried skipping meals. Nothing sticks because you're busy. You don't have time to count calories or spend hours at the gym. Now imagine waking up lighter. Your clothes fit better. You've got more energy. You actually enjoy your meals. You're losing weight without tracking every bite, and you didn't step foot in the gym. That's exactly what this weight loss guide does. It's built for busy man who want results without wasting time. Inside, you will find simple, tasty meals made for real life, no calorie counting, no endless workouts, clear steps that fit your schedule. Normally, this guide sells for 289, but right now it's only 89 bucks. That's over 65%. And it ends in 48 hours. Don't wait another Monday, get the guide, start losing weight the smart way. So look at this beautiful primary text, guys. That is absolutely amazing. If I was in that exact position that I wanted to lose weight, but I didn't have time, I would have bought this, right? That how powerful a copy can be. And keep in mind, on certain placements, as we looked, let's say, Instagram reels placements. Most people don't read the reels placement ad copy. So that's why we want to use a similar script on the video ad itself. But it's a study ad. Again, not a lot of people are going to read that. That's fine. But we have a lot of real estate that we can a lot of people will read the copy on, let's say, a primary, let's say, on the feed or Instagram feed or Facebook feed, right? And then let's take a look at the headlines. Lose weight without exercise, built for busy man, that's great. Eat smart, lose fat, under 55 words. They are great and simple weight loss guide, perfect, and we have descriptions under five words. That is amazing. All right, so let's go to Ads Manager and add those in. All right guys, I'm now in the ad account. Let's say this is a PDF that we're selling. Just imagine this is we have the ad, have the ad creative, edit the ad creative here, and now we're on the ad level. We're going to go up. Now we selected the identity, pages and everything. This is the media. We go down, and this is the ad copy. So this is the primary text. Let's delete this, and let's delete the headline because we're going to use the ones that we want to add. Let's go to ChatPT and let's copy the first bit. So let's grab this whole thing. Perfect. Let's copy, go back to our ads manager and paste it. So we're going to delete the afters and before, of course, the bridge perfect. Now, what we need to do, guys, as I said, we want to have a blank space right under each sentence because it will make it really easy for people to read. Back in the days, they didn't have that ability when it comes to newspaper ads, right, article ads because, like, they used to pay for a space in the newspaper. But right now, it's a different story. Like, we are showing our ads, and we want to cover as much real estate as possible, right? Because we are basically paying for impression. So we want to add those. If you have, let's say, a separate paragraph, you can have two blank spaces, two blank lines. So that's what I'm doing here. I'm going to add one more. So it is really clear. Add more BAM. Let's add one more. Perfect. And now we have our call to action section. This is the information. Cool. Don't wait another Monday, get the guides, start losing weight to smart weight. So it looks great. And if you look at the advanced preview, it will look really easy. But of course, people have to click C More here to read the rest of it. Don't think this is too long, guys. I will show you some ads at Copy that you will see how long long ad copy is. This is pretty, pretty normal if you talk about a long form ad copy. And let's get our headlines. So that's good, lose weight without exercise. That's a really big unique selling proposition. We edit that and percent 65%, and soon we edit that as well. So we have the ability to add more up to five more, actually. So we have here, you can see primary text up to five. And you will see not optimize. You can see, so they are asking us to add more for meta to optimize different primary text. What they will do, basically, guys, they will show this one and they will show the other one that we add. And whichever gets more traction, they will show that at copy more and more and. Keep that in mind. Now I want to do I want to add more headlines here. So let's add I will talk about how we can AB test this. This is for another section. So I'm now adding separate headlines. So meta basically has options to AB test at Copy, right? Basically, the headlines, not the primary text because we don't have additional primary texts yet. And now, I'm going to click on here at Description option. So I'm giving the option to Ma to test AB test my description, and my headlines. So, cool. We edit the description, we edit the headline. Now we can add another primary text because we only have one primary text here. So let's say this time, I want to have so that is good. I want to use this one, and I want to have a short form at Copy. Now, instead of using a long form, I will just come find that portion where I say long form instead of a short form, short form, 15, characters. So 150 characters, right? So people don't have to click the Show Me button. And you can copy and paste this part, guys, totally up to you. And for short form, busy man lose weight fast. No gym, no calorie counting, just test, tasty meals that work. Now only 89 bucks. Offer ends in. Perfect. Look at this. 150 characters, and they're not gonna click see More to read the whole thing. And I'm going to say, come down look at this. I'm on the primary text. Come down, come down, come down, and click at text option, BM I edit this, and now I will come back a week later, so maybe a month later, I will see which ad copy is performing better. Usually, usually, people who read the long copy tends to convert. Because you get more emotional investment, so on and so forth. But we're going to add one more here because we're giving meta enough ammunition to test creatives. So let's say this time, I want to use Sarisubi style, and I want to use a long form copy, right? Instead of short form, long form copy. And instead of this, write hero's journey, Hero's journey, and writing style will be, let's say, Sabi Subi this time, right? Sabri Subi. Sabri Subi. Cool. Let's go one step down, and let's see what they give us. So I'm not needing any more headlines and descriptions. I will just out of that, and I will just cool. Now let's see what ChachiPT gives us based on different specifics. So you can see they gave us a short copy because we forgot to take out 150 characters. We're just going to copy everything, paste, and let's delete the hundred and 50 long form, cool, short sentences, and long form. Cool. Now we can see it is quite short again, make it longer and write line by line. So now we are getting it to write he used to hate mirrors. Every morning felt the same, tired eyes, tight close. Another day of promising he would start soon. He tried everything, diets that made him miserable, plants that demanded gym, but he didn't have counting every bit, every calorie, every failure. Look at this. Saisugi style is a little bit more in your face, like really going under the fingernails of the avatar and really poking that pain, right? Work got busier, meals got faster, and the belly got bigger. Look at this. He felt stuck. Then he found something different, a guide made for men like him, men who worked hard, men who don't have hours to waste in the gym. Men who still want to feel confident again, the guide was simple. No workouts, no calorie counting, real food that tastes good. Meals built for busy days. He started following it. No stress, no guilt. And week by week, something changed. He felt lighter, his shirts fit again, his energy came back, and for the first time in years, he felt proud. You can do the same. This isn't another diet. It's a plan made for real life, easy to follow. Fast results, perfect for busy man. Normally, it's this, now it's this. That's a huge saving offer ends. Cool. Look at this, guys. Don't wait for Monday, start today, because it's the only thing standing between you. And the new is this guide. So that is absolutely amazing, guys. So if you use the prompt I gave you, that will give you the best option. So this is the prompt. And again, you have a bunch more to select from, and now we're going to go back and we're going to paste this bad board, and we want to do the same thing, right? So we delete, of course, Chachi PT set, and we want to add space after each sentence, like we did, right? So I'll come here. Add here, come here, add space, add space, add another line, add another line, come another line, other line. Let's start adding, cool. We are doing well. Alright, our add is ready, looks amazing. Now you can publish this and after a while, see how your performance goes. One more thing we need to do. So you can see this is the specific primary text we put in here. Then we had our headline here. If you keep once you go down advantage plus creative enhancements on, specifically the text improvements, they might take the primary text and put it in the headline. They might take the headline and put it into the primary text, and they can switch and shuffle the positions or where they are. So if you don't want that, and if you have a really good ad copy, you shouldn't turn this on. And I'm going to say this. In some cases, I have really two short forms at copy which are not really strong, and I know they're not good at copy, and I will probably just, you know, turn it on. So I really don't care. If my ad creative is strong and my ad copy is weak, I don't care, but right now, our ad copy is really strong. It's literally in a story format, it's driving people's emotions and getting them to take. So if you have a good copy like this, since I'm providing you, you definitely want to turn this off. And if you have a client that are kind of specific what appears where, they might freak out as well. So it is good and wise for you to turn that off. Alright, guys, this is how we write what frameworks we use for the primary text, for the headline, and for the description. Hope that made sense. We did it for an example which has a problem solving, you know, overall core. The core of the product is basically problem solving product, right? If you don't have that, they will still write good copy. Let's do one example. So let's say instead of this product, write the same for a men's, let's say, T shirt, right? Men's T shirt or let's say instead of men's T shirt, let's say, a business software for appointment setting. Again, like every product has some sort of a problem solution in it. So instead of this, it's easy to find a problem here. Bright same for A, let's say, Nike Airforce Nike Air force one, let's say, light blue. Cool. So let's see what happens if we change the product, and we will still see a really good at copy. He used to wear the same shoes every day, scuffed, heavy, lifeless. They didn't they didn't say anything about it. Just another pair blending into the crowd Again, look at the story story driven at copy. Amazing. And then he'll see others walking past, clean kicks, sharp style. Every step looked effortless. He wanted that feeling again. Then he found them. Like Air Force One Light blue, crest white, cool blue, a mix of classic and bold. He laced them up instant difference. Every step felt lighter, every move felt cleaner. He didn't just walk. He owned the room. People noticed the compliment started nice shoes, man, and it hit him. Style isn't loud. It's confidence. These aren't just sneakers. They're statements made for those who move with purpose, built for comfort that lasts all day, crafted with unmistakable Nike feel. Once you wear them, you get it. The color, the fit the energy, it all clicks. Stocks are low, styles don't wait, get a pair before they're gone. Nike Air Force One, blue, fresh, effortless, unforgettable. It's like a plan, guys. Like when you use those top copywriters, you will see really good results when it comes to and also give them the framework what the product is. Again, we didn't say who is our target avatar in this case. We just said the product name. Again, it wouldn't be so great. But if you have the avatar and everything, it will be so crips. I cannot tell you how good these will perform. Alright, hope this was helpful. See you. 77. Ad Copy Testing: Everybody, in this section, we're going to be covering how we can test at copy. There are actually two ways to test at copy. Number one way is going to be AB testing the ad copy properly in two separate at sets, like we covered on the AB testing and how to AB test creatives. And the second option, which I would definitely suggest batch testing at copy. How we're going to do that, basically what we did in the previous section, adding multiple copy variations. But if you want to truly test, which one is the top performing at copy, you want to have one creative and one ad copy, one creative and another ad copy in another at set. So I will show you how do we do the first one, which is the batch testing at copy. Let's jump into the at we will see how we do it. Alright, we are in the Ad account, and if we scroll down, we see we have two separate ad copy here. Number one is sell your property with $0 upfront cost. Number two is no cell no charge, and this is not a hype. That's our limited time offer, so on and so forth. It's quite a long copy, and we have two separate variations. So by the way, I can see how these perform after I have my testing like this. So I can add one more ad copy here that click here at tax option and I will basic have another ad copy getting into that cycle of testing by Meta itself. And then after a while, you will see Jim that's good and good and all, and how do I know which one is actually performing better, right? So that's a really good question. For this, we have to out of this. And once you publish this, of course. So now we are in the Ad account, you are going to be in the ad level campaign at set and add scroll all the way right, so I will take this here so we can see the screen better. We're going to come to these burger icons right next to the columns. Click on this, and here we can break it down. You can break it down by elements, dynamic creative elements, by headline description, call to action, and see which one is the top performer. For us now though, we don't want any headline or description, we want to see the text, which is the primary text, right? If you click on this, you will be able to see which headline or which primary text basically is working better. So you can see this creative, and underneath that, we have the primary text variations, and we see the performance of them basically. So under this one, you can see this is the best performing primary text. So if you want to see how this is performing, I can just grab this whole thing. And I want to look at sell your property with $0 upfront cost. So that is basically the top performer, right? And you can see this one as well, sell your property with $0 upfront cost. Got four leads, metal leads. This one got five leads, and look at this cost per lead. And it's also cheap. We are getting efficiency and they are we're getting volume and efficiency at the same time. So four leads at $30 cost per lit is pretty good. We have five leads and $48 cost per lit. That is pretty good. This one is quite cheap, but it's only got two leads. This one is a little expensive. So we might pause this copy, find out how to sell your property with no upfront cost. So once you have that data, I'm looking at, for instance, last 30 days of data, right? So I want to first of all, pause, find out how to sell your property with no upfront cost. That is apparently not performing, right? Cost per lead is really high. $75 compared to the rest of them. And we can see the number of leads is quite low, as well. So we're going to scroll up and click Edit. And now we have a good understanding which at copy is doing better, right? So find out how to sell your property with no upfront cost is not doing well. So I'm just going to X out of this. And the top performing one you can see is this one, which is a really short form at copy. And this one is relatively short form as well. We don't have a long form copy on this, but that is totally fine. And I'm going to publish this text optimized my ad copy. And we can do that for another ad creative. So we want to look at the ad creatives that has most of the spend, right? So we have $160 here that is a pretty healthy spend. So if we want to see how that creative is doing, so we just want to come here again, click, and we want to say yet recently used text. Cook, now let's take a look at that. So that was the creative that has most of the at spent. So now we are Okay, sorry, it was this one. Let's take a look. So once we scroll down, we will look at the results, the lead numbers, right, results and cost per results. As we covered, if you're optimizing towards leads, under the results, we will have the leads. So right now it is loading, but we one and two. Basically, we have two copy variations. Sell your property with upfront cost. And I bet this is doing better than this one. Find out how to sell your property with $0 upfront cost. The reason, Man is, we saw that in another ad that it wasn't performing so well. So most likely that is going to be the same case. We will just refresh the page and see what Okay, now it is well loaded. We can now see the data. So you can see sell your property with $0 upfront cost. That was the best one, and you can see it has most of the leads, nine leads. And we have one here, so that could be a little bit confusing for some people. We have seven leads, which is not too less than the top performer, but the cost per conversion is more efficient. So most of you guys will think, Okay, this one is spending. This one has a low cost per conversion, but most of the spend is going to this let's look at the overall ad spend to this top one. And you will say, Okay, this cost per lit is high, and let me pause that out. And I do not suggest you do. Because Meta is basically using that at copy as a top of funnel. If that one is getting most of the spend, Meta is using that as a first touch point. There's a lot of touch points, and you will see this is quite efficient, and most likely Meta is using this as a second or third or fourth touch points. So keep that in mind if an ad is spending too much and is not doing better in terms of efficiency than your other at creatives, do not pause it yet, because most likely if you pause this one, this at copy, you will hurt the overall combination structure of the AD so we have this one again. I didn't convert as well. We have one conversion and find out how one conversion. I mean, this is not too bad ov Nuts, but again, if you look at the other ad creative, this one underperformed. So what I will do is, since this ad copy did not spend as much, these are cost per thousand impressions. Let's look at the. If you look at the at spin, it is not the top spender. So I'm going to pause this, find out how to sell your property at copy, and we come edit, and I will scroll down and I will just pause that at Copy. Find out how to sell your property with upfront cost, cool. Now we pause that one. And if I want to test something since we paused one at Copy, I will just go back to my Chachi PT. And since we covered this whole framework, I will use that as well. You know what? Instead of Gary Halbert, this time, I want to use Joseph Sugarman and let's do before After Bridge. Instead of Before After Bridge, let's do PAS framework. Let's do PAS. Framework. And let's go down copywriting style. Let's use instead of Gary Halbert, if you didn't watch the previous sections where we covered how to use these frameworks and styles, go watch that. And let's use Joseph Sugarman, Joseph Sugarman. And then let's go down. Call these A Great. And the avatar is homeowners, owners or people who has multiple home units or apartment units, property units, property units that wants to sell, and they don't want to pay up front. Also, the business name name is we sell, and we absorb the marketing cost upfront. They only pay pay when the property is sold. Now we're going to get Chachi PT to write our ad copy based on the frameworks. So you sit down with an agent, they smile, shake your hand, and we had a really similar script, actually. They hand you $5,000 marketing bill. So change this, let's say, change the style, change the intro text, and switch what the pain point is. Point is. Alright, now we're changing the pain point because I literally have a specifically a similar ad script. So I don't want to have the script and the ad copy to be the same. You list of property weeks go by, no calls, no offers. The ad barely get clicks and the agent tells you to wait a little longer. That's real pain. You're losing time, money and momentum. Your property sits while at your home sale. That's good at Wesell. We flip the script. We covered the marketing costs. That's great. So we're going to copy this long form copy. I really like this ad copy, to be honest. And you can use Joseph Sugarman as a copywriting style. Let's go back, and we're adding this here. And once you add a new ad, copy guys, I suggest add to each and every one of the other ads, right? So that otherwise won't make sense. If you just add to one at creative, otherwise, it won't make sense. Alright, we published our ads, make sure here you don't want to see that green thing. That means there are unpublished edits. So come in and review edits. Take a look what is causing that to happen and then click Publish. And once you have that green thing gone, that is basically good to go. So we covered the batch testing method. So I will come all the active ads, you can see this means this active active active active active. I don't have to add it to the paused ads, and I will add this new creative piece into the active ones. So once I do that, okay, now it is starting to batch test with each and every other creative. So what is the other method of testing this? The other method is quite simple, guys. You're going to come in, and as I said, you need to test this at least $15,000 budget, and you need to have some winning creatives. If you don't have any winning creatives, don't use this testing method. I'm talking about winning visual at creatives, right? If you don't have that yet, if you are not profitable yet, do not get into copy testing because that is not going to move the needle. You're not going to suddenly make a lot of, you know, you know, performance is not going to increase suddenly. But if you find a good at winning at Creative, the performance will suddenly increase. So what we're going to do, let's imagine we have a winning ad and we are spending more than $15,000. Per month, I ideally suggest 20, but below that, I do not suggest. You're going to create a new campaign. It is going to be a leads campaign since the account is based on lead generation. Alright, we are creating the campaign. So we're going to say testing campaign. And as I said, on a testing campaign, you can test multiple stuff at a time. And here, this is really important. The budget is going to be at set budget optimization. And they will suggest you to have. You know what I we see an opportunity, do you want to push 20% more of that budget to the winning we're going to say no, because we want to properly AB test, right? Give equal budget to equal number of creatives. And this is good. We don't want calls, just instant forms, and we're going to write whatever we're testing here, right? So let's say copy A, and let's say you want to mention what you are using in that at copy, right? Let's say PAS framework, and let's say Joseph Sugarman style. Let's say, or Sabrizubi style, Sabri Subi style. So once you have that, so you will know overall how much it spends and whatever you do. So you come down, cool, cool. Let's say you spend $20 and you want to run this test and have an end date to this test, let's say, in a week, right? If you spend $20, that's fine. And end date will be, let's say, one proper week. It is going to end on Friday, and we want to end on same time. Let's say it takes 9 minutes to go live for this creative, cool. Everything is good. As you guys remember, I do not suggest setting up any interests when you're testing. Leave it open, but if you have any location specific testing, you can do that, as well. Let's say you only want to target Malb, right? So then you can add your specific location, age and gender, that doesn't count. And we are cool, we're not going to set anything on the placements as well. We're going to say next cool. Now we are at the ad level. So we're going to use the same exact name here because there's nothing changing in the ad level. You're going to use one ad that you know is the winner, right? So you're going to use that ad, so you're going to come here. Use the exact same ad here. Let's say let's select a creative. Let's use an image ad, right? So let's say this is the winning app, and we want to use that winning ad to test our ad copy. And then we select original original cool, and cool. Now it's time to add the primary text. So let's say you add the primary text, Sabisubi style, whatever it is, like, of course, it's going to be a long form, so on and so forth. Don't suggest add anything or keep it really simple on the headline because you're going to have the exact same thing on the other adset. So we're going to say, let's say, buy property, let's say, just making the sap. Don't worry, and we're going to say, Cool. We're going to turn everything off here. Music could be on animations of enhance CTO, text improvements of really important when you're doing this style. And let's change the look and feel of this. Of course, we have a vertical one of the same exact ad that is really, really important. Okay, cool. We edit that. We are good to go. So we have, let's say, long ad copy, right? So cool, and we want to publish this. I'm not going to publish this because I don't want to run this test right now given the budgets. So let's say you publish it. Now, after you publish, you're going to come here to the adset level click on this and you want to quick duplicate this. Once you quick duplicate, you will have the copy. So if you see a copy here, that means that is the duplicated at set. So now you want to test another thing, copy B and whatever you use here, let's say you have short form, instead of PAS, you have, let's say, before after bridge or just an offer style like plain, nothing crazy, and then you want to test it against a long form ad copy. No framework, just offer, and sub will be style. Cool. Now you're testing just that. You have the same end date, same start dates, that's good. You want to make sure you have exact same settings and then you're going to publish this. Once you come to the ad level, the only difference will be the primary text. You come in, creative is the same, headline is the same. The variations are the and the headline and descriptions are the same. Now you're going to name it as this was the B, and we have straight over and Sabrzub stop. And then you're going to publish this. Over time, over a week since we had a week worth of data, $20, $20, it is going to spend what? 720, 140, 140, $280 in one week. I mean, that will tell you a good if it's going to work or not, which one is doing better, and you have a good sense of, you know, which one works better. Again, this is a really generic stuff, meaning we are testing short versus long, right? It doesn't mean if you have a short winning over the long one, it doesn't mean all short form content is going to beat the long form content, right? There's variables. Or if you test another short form versus another long form, then the long form might win against the short form content. So that is the AB testing style of testing the ad copy. I do not suggest it personally unless you have $20,000 minimum. I say minimum $15,000, but if you have 15,000 to have a spare eight AB testing campaign, you need to have winning creatives already. If you don't the copy is not going to move the needle so much. Keep that in mind, focus on the creatives. But if you're at that point, you want to scale even more, get more variations, yes, you can include that and doing proper AB testing, copy. Hope this was helpful. This is copy testing. I will see you 78. Building an Awareness Campaign: Everybody, in this section, we're going to be launching a brand awareness campaign. As I said, before in this video, if you are running ads for a client and the client specifically requests brand awareness campaign from you, usually that happens with a certain level of clients. Let's say you're working with New Balance, you're working with Coca Cola. You're working with a big government agency. They usually have those separate budgets for awareness because they don't really need instant ROI, return on investment from your campaign because they're already established brands. No one ever is going to go to the Coca Cola's website, for instance, and then purchase online. They don't have that ecommerce function. They want to increase the overall awareness, keep the awareness as high as possible. That's their goal. That's what their goal is going to be. If Coca Cola or a government agency comes to you and says, Look, Jim, or the agency, our goal is brand awareness. We want to have a brand awareness campaign. Then you want to do a brand awareness campaign. But other than that, definitely, I do not suggest brand awareness campaigns because usually if you are dealing with small to medium sized clients, they usually have one or two goals. One is lead generation, two is sale. So as I said, if you are dealing with really brands, they might have that awareness piece. But other than that, 90% of the cases, you're going to be dealing with these too. So keep in mind, for those, even if they say our goal is awareness, most likely what they want is lead generation or sales. You have to ask them that. That is the most important thing to clarify if their goal is awareness or if their goal is sales or lead. They will tell you at the end. So what do you want to achieve at the end of this campaign, right? What do you want to achieve? They'll say, Of course, sales, we want to get sales. Then let's run a sales. They want to know the technicalities and the campaign names or objectives might confuse them. I have to lead your clients in that way. So first and foremost, we're in the ads manager. Click on this Create and select awareness campaign. As I briefly covered, there are two different buying types. We're not going to really worry about the reservation. We're going to go with auction. Click on Awareness and then click on Continue. So as you say continue, you are in the campaign level. You have the advantage budget campaign. You have AB testing and the special ad category. So we're not going to touch any of this. Just name your campaign. However you want to name it. I will cover the common naming conventions later on, but we're going to say next call. Now we're in the AdSet level. You can see this is the campaign level, at set level and ad level. So after you name your atset, the important thing is the performance goal. So they are giving you three main options. Number, is maximize the reach of your ads. Number two, maximize the number of impressions. Reach and impressions are different metric as I covered, and number three, maximize ad recall lift. Ad recall lift is a little bit different and it is more tangible. If you ask me personally, I would go with ad recall lift. Because if you choose ad recall lift, meta will aim to show your ads to people more than once and ideally more than ten to 20 times because they remember seeing your ads. So they will try to show your ads to people who are more likely to remember seeing your ads. That is a key point. If you say impressions, overall, they will try to maximize the number of impressions, which also includes your ads will show up in cheaper placements, because the goal is impressions. What do I mean by cheaper placements? It could be, let's say, marketplace placement audios network placement. Those are cheap placements. If you say this, you might get a lot of those. Number of reach, the goal will be basically shoving your ads to as many different people as possible. Again, if you select this one, you will be able to control how many times one single person sees your ads. So let's say we select reach and we go down, you can see, we have a brand new frequency control here that is giving us given us by meta from when we select reach. If we select maximize number of impressions or AD recall, we won't have that option. You can see even if I click C more here, nothing comes up. So even if you select, let's say, maximize ad recall lift, you won't have that. So if you select each of the ads, if you go down, you have two options. One is target. The second one is cap. So the target is not available to us right now because the ads has to be running for seven days or longer. Now we can't do it yet. So CAP is maximum number of times that you want one person to see your ads. That is important. For instance, with this given setup, two times every seven days. So that is quite low. Just imagine if you think about a brand you constantly see their ads, let's say, you are most likely seeing their ads twice more than twice in seven days. Most likely you're seeing their ads 15 times in seven days. Most likely you don't realize it or four times, three times, those are really common impression numbers. But this is quite low. I really do not suggest it. So if you think about in a one month period, in one month, 30 days, people have 4 hours screen times, five hour, seven hour screen times. They're on Instagram, Facebook all the time. Think about that. So if you say two in one month period. If you say there's four weeks in a month and you're going to you're going to show your ads to one person in a month eight times. If you lower this stough, you will have a higher number of reach overall. So if you say, You know what? I don't care about showing my ads many times. I just want to reach as many people as possible. You can see now I'm basically saying to me I only want to show my ads once in 30 days period, and that is super low, I mean, people won't remember anything. They won't have any awareness, but you will have a touch point with almost every individual depending on your budget. If you on the right hand side scroll down, you will see the estimated reach results with your given budget. Now my reach result is 3.7. 11,000 people in a daily result. So this is daily result, guys. So if you want to say, You know what? My budget is going to be, let's say, you know, I'm going to spend $50,000, right? Not daily, but lifetime. And I'm going to spend that $50,000 budget, and on the right hand side, you will be given the estimated results. So $50,000 is my budget. And I'm going to start here and my end date is going to be, let's say, next month, same period. I'm going to run this ad for a month for 30 days period. If I spend $50,000 in this 30 days, you can see in Australia, if I target Australian audience, you can see my location. I will show my ads to almost 400,001.2 million people. It's going to be in between that. If you, though, if you increase this number and if you lower this number, this estimated number will be towards the higher end. That is really critical. But I do not suggest playing around with this too much. I usually keep it at default. Two to seven is good. If you want to really be sure and if you don't want to bore your audience or people who are seeing your ads, you can say three to ten. Let's increase it to three. So they're not going to see your ads more than three times in a ten day period. That is really safe. That is not a lot that is quite safe for a frequency campaign, right? So let's say we set the target here and we say, Cool, we want reach. But as I suggest, my personal suggestion would be maximizing ad recall because we have at least a tangible metric that is separate from impressions and reach. What do I mean by this? We can tell to the client, Okay, we showed our ads to this many people, we showed our ads, so you can see the number of people being shown a unique number on the reach side is going down here. The reason is we changed our goal basically. Meta knows your goal is not reach anymore. Your goal is performance goal is ad recall. For people to remember your ads, I have to show the ads a lot more times than the frequency cap reach campaign, because we had that cap here. Now we don't have a cap, people might see our ads ten times in the last ten days. Keep that in mind and our estimated results in terms of reach went down a little keep that in mind, you select your page here, go down. You can set a start and end date. Our default end date is, let's say, one month we want to run this campaign for, and then go down. You have your location. You want to set your age. Minimum age could be, let's say, this is a little bit of an adult content. You set a hard cap here, like a hard constraint. You don't want to show your ads to anyone below this age. That's cool. And let's go down here. And we go down, we have our Audis, Advantage plus Audis. So you can add audiences here and you give some suggestions basically to Meta, but I do not suggest really having a specific too narrow of an Audis. The reason I say this is because Ma's algorithm is quite smart, and this is a reach awareness campaign and you do not want to restrict the awareness campaign so much. If you know your audience is really specifically one gender and age. Let's say you only serve people who are 20 to 30. If you have that type of product or service and you need to increase their awareness, you can say, You know what? I want to lower my constraints to 20. You want to show your ads 20 to 30 and let's say 30. But if I say 30 here, they will still go beyond it. For us to really set a stricter boundary, we have to come and click, switch the original audience options, and as we switched, we now can select this age range and gender as well. Let's say only men, only men were target 20 to 30, that is our strict audience guideline, right? That is our boundary, and we don't want meta to go beyond that. Cool. We don't want meta to reach people beyond that. We're going to keep it as it is, and then we have the placement. I sometimes when the goal is awareness, I sometimes set a exclusion or a manual menial setting where I show my ads. The reason I do that because this is not a performance driven campaign type. So Meta is not using their AI to find people who are more likely to purchase. Meta is just trying to show their ads to people. That's why we want to show our ads on placements where most people are going to remember. That's why I exclude audience network when it comes to showing our ads here. Again, if you exclude those cheaper placements, the cost per thousand impression will most likely be a little bit more expensive. We come here and we say manual, and then here we have threats. For instance, we don't want our ads there. The app is dying literally. Audience network is automatically ticked off. That is good. For instance, search results, we can tick that off as well, and these are good reels. Let's keep it there and inbox explore marketplace, we can turn that off. It's not a great placement. Cool. We are happy overall, and we can now say next. But before we say next, I'm thinking that you are going to run big campaigns for big brands, and we want to look at the brand safety and suitability. So we have in content ads. So this is expanded. So if I click Edit, you want to do or limited depending on how big is the client. If the client is really big, really big business, if your ad shows before a Facebook reel that is really controversial, that might create a problem for you and the brand and they might stop working with you. If you want to be safe, always select limited if you're working with those big clients. Then you have audience network ads, we don't have anything, we're just going to keep it as is. Then we have content exclusion types. We don't have to worry about that either since we selected limited inventory. Then we have topic exclusions. We cannot edit this, but now we're going to say next, everything is done and dusted. Now it is time to add our creatives. We have three options. As always, we have single image, video, and carousels, if you want to show your ads on a just mobile only, you can do collections as well. This is how we add our ads on feed placements and on the story placement. So most important thing I want you to know, guys, flexible media is disabled. We got to keep it as disabled. Primary text, let's say we have our primary text, put it here, you have two options, which is different than any other campaign type. Number one is, you have the option to not at a destination. What do I mean by this? So, people do not have a call to action here to click and go to your website. The goal, as I said, is awareness. It is not to get people to take a certain action to come to your website or buy stuff. If it was that, we would have used that, right? So that's why we do not have a culture action. The goal is to be remembered. Ah, I've seen these guys somewhere, right? I've seen that ad somewhere. That is basically the not going to touch the creative testing and you have the option, guys. As I said, sometimes I keep it on if I have a sometimes you will get some clicks to your website. But since at a destination, after we set the destination, we are going to put our website here, or the destination could be a phone call or a messaging app like Instagram or WhatsApp. But in this case, most of you guys will probably do website. It is good, again, but the cost per click, keep in mind for awareness campaigns, it is going to be really expensive. Cosmea is going to show the ads to people who are less likely to click and go to your website and take certain action. That's why the overall numbers, except the cost per thousand and precious, that is going to be cheap because basically, they are just seeing your ads, but the cost per click and your click through rate will be low cost per click will be really high because meta is going to show the ads to people who are not going to click anyways. You're going to get few here and there clicks, right? Then you can select your music here. One thing you would realize here, you don't have many Advantage plus enhancements here. The reason you don't have that because the campaign type. We are selecting awareness campaign type that's why we don't have those opportunities, which is good for us, basically, right? We don't want meta to come in and change all the video visuals or static ads that we put in. And if you're happy with that, you can just publish this and your campaign is good to go. What are the best case and if you ask what are the best practices for this one, guys, I usually would like to set once I set all these creatives under this ad set. I will usually duplicate this and I will test a couple of different audiences to see which audience or how each audience reacts to my ads. Since here we don't have a specific goal here in terms of, let's say, I want them to buy my stuff. We can just say, Okay, this audience was a little bit cheaper. This audience was a little bit, a little bit more expensive. We got more clicks from that audience, even though our goal was not clicks. So you can have those understandings and it will be additional information for you to present to the client. Because otherwise, it will be the same result in terms of instant result that you're going to get from running one campaign, no targeting at all, one asset, compared to if you test three different audiences, three different headsets and having the same result, basically, you're going to have similar impression, similar reach, your brand recall will be given by Meta to you as a metric. You will see that under the results. So if I go back here, you will see under the results. If you launch that, that will be a brand recall. So what is a brand recall if they're asked in the next three days how likely they are going to remember actually being there as a brand, as a creative. That is awareness campaigns, guys. Not really complex. As I said, it is really rare for you to use, but if in case you use it, it is best for you to know as well. Hope you found it helpful. I'll see you in the next one. 79. Building a Traffic Campaign: Everybody in this section, we're going to be launching a traffic campaign. But what type of traffic campaign? We're going to discover those in the first section. We're going to be driving traffic to a website, and we will learn what are the optimization goals. And secondly, we will learn, again, under the traffic objective, we will drive people to our Instagram page or our Facebook page. So if you want to grow your organic organic Instagram page, organic Facebook page, that is the way where you can cheaply grow your Instagram followers in a way that actually Instagram and Facebook likes it. Otherwise, Facebook or Instagram, they don't like if you buy followers. They don't like if you actually buy followers from third party sites. But if you do it the way they like it, it won't hurt your organic or organic traction, basically. So let's do the first one first. So we're going to click on Creates and we're going to choose the traffic. As you guys hover over this on the right hand side, you will see what this is good for. So it is good for link clicks, landing page views, Instagram profile visits, and so on. We're going to click traffic and continue. Here, they will give you the recommended settings, but we want manual traffic campaign setup. So, guys, you might be asking, Jim. You talked about what are the AB testing requirements, right? Saying you need to have $15,000 a month budget to do, like, the proper AB testing, otherwise, do batch testing. But what is this traffic campaign good for? I will tell you straight up, guys. If I'm not I I don't have a budget over $20,000 per month, I wouldn't bother running any traffic campaign at all. Even there are some people in the advertising industry, they think a top of funnel campaign should always have a traffic campaign objective. There is a school of thought like this, which is not ideal. I definitely discourage you to do that. Because if you run a traffic campaign with an objective, you will get a lot of website traffic. And if you retarget them, your retargeting campaigns, performers will not be there because Ma and Facebook will try to find those people who will click on your ads, come to your website. But even if you have another bottom up funnel campaign, a retargeting campaign, those people are not the people profiles that are going to buy stuff keep that in mind. So definitely, I do not want it. But if you have over $20,000 budget per month, I could introduce a separate traffic campaign to actually test how that might fill up the funnel and see its effectiveness on the butto of funnel. So you have to look at it holistically. How are your whole funnel working together? So let's go ahead and let's name our campaign traffic campaign. Auction buying type is going to be auction. And then if you say show more, you will see capa spending limits which we're not going to touch. So let's say we say, our goal here is going to be traffic, right? We want to get the cheapest traffic to our website. If that's the case, I usually do not do test audiences. Sometimes I do test audiences due to the reason I want to see which audience is giving me the highest click through rate, which audience is responding to my ads and coming to my website the most. If that's the case, I sometimes do test audiences, and if I do test audiences, I use a managed budget campaign turned off. I do not turn this on, I turn it off, so I test at SAT Peratsa. Since the goal is not sales, I do not turn this on. If it is a sale campaign, B I turn it on, let Meta push the budget where it thinks it is going to do well. So we're not going to turn the AB test on, and we're just going to say next. Now we're in the at set level, guys. So this is the part where we set where we want the traffic to go to, right? Conversion location. We're going to say website for now. As we say website, the performance goal changes guys. So here, now it is leanningPage views. Then you have Link Clicks. So whatever you choose here under the results column, you will see that number. So if you say landing page views, under the results, you will see the number of landing page views. If you say link clicks, you will see the number of link clicks. But I have to say this, overall, whatever campaign you run, number of link clicks will be higher than lending page views. Of course, because let's say some people accidentally click your ads. Out of 100, there's going to be ten people accidentally clicking your ads. There's going to be 20 people who clicked intentionally, but it takes so long for your website to load and they exit. And there's going to be ten people out of that hundred who are busy at the time. They click, You know what? I will buy later. And then they will click off, you know, exit the tab. So you're going to have out of, let's say, 100 inkliks, you're going to have 62, maybe even 50 lending page views. Keep that in mind. But if you say, of course, landing page views as a goal here, you will have a Mt Avel optimize towards this, and you're going to get cheaper landing page reviews. Compared to you chose this one, for instance, let's say we choose as a performance call number of link clicks, your cost per link click will be cheaper compared to if you were to choose this one. So whatever you choose here, meta will optimize towards Zip. If you ask me if the goal is to get people to my website, I would choose ending pages. That is the most optimal because Meta will try to find people who will instead of clicking the ads, people will visit your website, right? So now we choose that, and you can also set a goal here mean want to pay more than let's say $1 to get people to my website. But right now, definitely do not touch the cost per result goals if you're not at a scale yet. We're going to go down we have dynamic creatives. We're just going to skip this part, and then we're going to set our daily budget. Again, there's no limits to your daily budget. I do not set an end date for traffic campaigns. I usually let them run if I have or if I decided to run them, and if I can really tell their impact as a first touch point on a traffic campaign. So if you, let's say, decide to run a traffic campaign to your website, what I do suggest is exclude people who visited your website. That is important because there is no point of you targeting those people again and again. So let's say location is Australia. Now what we want to do, we want to actually come to switch the original audiences, and here we want to exclude people coming to our website. So we have you saved audiences. Right now, we don't have any, right? So let's say we want to create a new website visitors audience. So website, let's just imagine. So this is a really old website, like old pixel and everything. So don't worry about it. Let's 180 days website visitors. So I name my audience here, and retention, let's 180 days, and we create this audience. So this is a really old website. Anyways, old Eticun. I'm doing it for testing and demonstration purposes. So now you can see this custom audience is created. And I definitely want to exclude that. So I click on this small arrow and I exclude this audience. So I want to do that whenever I run a traffic or brand awareness campaign, the goal is not to show our ads to existing audience to get new people into our funnel, right? So the reason we are running those specific campaigns. So here we are saying 180 days website visitors. And I'm going down, and that's not the only so you can see, as we edit this, this is putting that include and exclude at the same time. So now we have to out of the include. We just want to put it in the exclude. Also, at the same time, I want to create another audience where I exclude people who interacted with my Instagram page. That is up to debates, to be honest, guys. Like, you can say, You know what? Maybe they didn't visit my website, so on and so forth. But right now, since we're excluding people, who are visiting the website already. So we necessarily do not need to exclude people who engage with our instagramdis. Maybe we can exclude people who purchased with us, purchased from our website before. So if you go down here, so we have Add to Cart. So let's say we exclude people who added to carts in the last period, and maybe we want to exclude 60 days who viewed web certain lending pages. So we're excluding those hot audiences. So that becomes a cult traffic audience. We can also exclude people who purchased from our store as well. Then we have Australia. Again, you can just go abroad with this, just do age and gender. That is up to you. If you're not going to test audiences, totally up to you, I sometimes do that. And if you have a strategy where you want to test specific audiences and see, Okay, which one is reacting the best in terms of cost per lending page views, you can do that. But in this case, I'm not going to. And I'm going to say, let's say, 18 plus broad, 18 plus broad. That's how I name my assets. I do the age, gender. If it's all genders, I don't put anything broad targeting. And I would say exclusions, exclusions, website visitors. And, you know, that basically means I excluded people who visited my website. That is basically called traffic Audio. And the goal is going to be, as we covered under the performance call, lending patriots. So I'm just going to go down. Everything is good. I'm not going to touch the placements. I want to keep it Advantage plus meta will optimize and find people who are more likely to click the ads and go to the website. Now we are on traffic, right? So we're going to name the campaign ads first, let's say, sing of image, or you can say static and whatever the static ad entails, the style of the static ad as we covered all of the images, now we come down. We have the creative setup. We have manual upload, flexible. We're going to say single image. Of course, if you have a carousel, do select carousel, or you want to do collection, do select connection. Now destination. As we said, we want to get people to our landing page. Of course, we want to do website. Instant experience doesn't make sense here. And also calls or WhatsApp doesn't make sense here. If you say WhatsApp, WhatsApp button, you're going to have some people clicking on that and then opening up the WhatsApp app, which we do not really want. So now we are carousel. Let's go back to static. And here we want to add our creative. So in this case, I have two example creatives that I'm going to add. Instead of creative setups, I go to media and I will add upload. So now from the uploads, I will go to downloads. I have an Airpod creative, Staticad using the callout style, call out benefits style, the simple product image and some callous as we can see, cool and I'm going to keep it original, and we're going to change this one to have the vertical version. So now the primary text comes into play. As we covered how to write ad headlines and everything, we can do that now. Let's go back and let's do the same with, and we have to go back framework. Let's get that framework. And then let's do instead of PAS, we want to use Don't use Advancrt. Let's use Gary Halbert this time, Gary Halbert, Halbert Style. And then let's use comma. If you don't know what this is, go watch the copywriting section. That was one of the best lectures. Frameworks, let's use what framework? Let's BAB framework. And then copywriting star Gary Halbert, cool. The product is Airpods. Product is noise canceling, airpods. Cool. Let's see if we have any specifics in terms of the Let's go here. Do we have any specifics about the product? High definition audio, long battery life. Okay, high definition audio, long battery life, USPs. USPs are high definition audio and long battery life. Alright, so we're going to let JGPT write our ad copy, and then we're going to use that right away. Alright, we have our ad copy. You're on the call. Now you imagine total silence, crystal clear, perfect. It looks great. We're going to copy that and go to our ads and now we want to go to the text here, put that ad here and delete, of course, before, after. And then bridge cool. Now we want to add our spaces for an ideal long form copy, and we want to have a headline and a description, right as we covered. So you can, as I said, when you're writing this, do not hesitate to add Imoges anywhere, but don't overuse it because ChachiPT really likes to use those emoges and it will look like it is straight from ChachiPT. So in this case, since we're using the style of those good copywriters, they are not using them, right? So we're going to say next. So we have these enhancements come up. The awareness campaign, we didn't have it, but on a traffic campaign, we have these enhancements. We don't want it. Visuals just the ad music is on enhanced CTA off on, and everything else is off. So as we turn these off guys, you still want to double check that because they sneakily put that in here. So add music enhanced CTA, the ones that are turned on, you will see that and you will see the turn off here. If you see they sneakily put one in, just click Edit and turn off. So let's go back. Call that is good and that is good as well. Now we want to change the story placement, click edit, and click Change and add the vertical version. So now we edit the vertical version. You can see the safe zone here appear as we covered when we covered how to design creatives. You can see we are not covering the safe zones. That's good. We have our headline and all the product details being shown where the logo appears, where the, you know, call to action appears. We're not putting anything there, which is ideal, and we're going to save cool. So now everything looks great. We want to put something on the headline, as well. So let's go back. Now, give me three variation for headline and description. So we're going to use those as well in the headlines and description. Here, every detail. That's pretty cool, actually. I will use that one. And let's go back. High definition sound, all their power. You can see they're using those hyphens again. We might need to get rid of them because it looks like hechi PT. High definition that actually makes sense. That is how it's used. Maybe all day power. We don't need to use that. Cool. So it looks like this. Just imagine our, you know, logo is different. This is a different brand name, selling those products, that will make total sense. Cool. Now call to action is going to be Shop Now, right? Even though our sales campaign, I mean, if you have a product that is an ecommerce product. You want to say shop now. Other way, it doesn't make sense, right? Like, since the campaign objective is traffic, you don't say learn more for ecommerce product. You still want to say shop now. And again, I I have to underline this guys. You will still get some sales out of this traffic or landing page optimized traffic objective campaign. The reason being is these audiences are not really super non shoppi audiences. They still do shop, not as much as a sale objective campaign. You have to understand that. Then you have the info labels. Info labels are additional information where you add specific things. If you have it on your website. For instance, if you have free delivery, you can add that, and underneath, you will see that appear right here, free shipping XD free returns, PayPal accept it. It's not guaranteed to show guys, let's say we have free delivery, and you put the details, for instance, if we have free delivery over 100 bucks, I put that in. And I want to add a new info label, let's say, payment options, and then you select the payment methods that you offer, PayPal, Clarna, Google Pay, let's say, Afterpay. These are the ones that I offer. Then you have a return policy, right, that you can add. Like, if you don't have a return policy, let's say returns are free, yes, you edit that cool. Now we're going to say next. Then you have the business information. Those are still info labels. If you put it here, they will appear right there. So they join Instagram, turn that off if you're brand new and if you have an old store, you can keep that. Shop ars operation that is important. Shop price range. Example, if it is expensive, it will look like this, shop location, turn it off if you're operating online, and social cues if your page has below thousand ish followers, don't turn it on. If you have over 1,000, you can keep it on good social proof, check ins and everything, you can turn it off, likes you can keep it. P messenger response time, page, messenger response time. And if you respond really fast, keep it on. Ratings, if you have good ratings, you can keep that on as well. But overall, I turn these off. So I say done. So these are additional info labels which give that extra nudge for them to visit my site. Then we go down. You want to say website events. Otherwise, your pixel won't show up here, and then if you're ready, you can click Publish, and you will be good to go, guys. Hope this was helpful. Next section, we will look at covering driving people to our Instagram page as a follow. 80. Instagram Followers Campaign: Everybody in this section, we're going to be driving people to our Instagram page. So that is going to be the goal. And now we're going to choose traffic as I covered previously. We're going to say continue and manual traffic campaign. Some people do boost these posts, but, I mean, you can boost the posts still. I will almost give a similar impact overall the number of people visiting your Instagram profile, but you cannot choose who actually visits your profile, right? We have more control over here. So you can do that if you are running so sometimes I use this technique, right? So brand comes to us and they don't have many followers. They don't have their trust factor. And if they are especially selling expensive items, that will be a huge trust factor, but they will check their Instagram page if they're legit. They're going to check their Facebook page if they're legit. So if you really need if you need to increase their social credit score in a way, you definitely need some followers. And I do not suggest buying followers, so that is a good way to increase the number of followers in an organic way, which is going to be a paid way, but I mean, it goes well with Facebook's Instagram's policy, so it doesn't breach them at all. So we come here and then we not going to change anything. I want to turn advantaged budget on in this case. Let's say we are spending $20 a day, and I'm going to say next. So this will be usually an evergreen campaign. That means you don't turn it on and off in a sales scenario. And we have website message destination. We have Instagram on Facebook. Now we're going to choose this, and the goal is automatically selected maximize number of Facebook page visits because the identity is selected in Instagram Facebook page, sorry. So if you change this, and you have to first connect an account. If you already have a connected account. So, for instance, if I choose a different one. So if I choose a different one, you can see this is connected, and I now automatically selecting the Instagram. So if I choose, you know what? I want to drive people to Instagram and Facebook, you can do that. Or you can say, You know what? I just want to drive people to my Facebook. You can do that. But now I just want to drive people to my Instagram, and connecting is just one click. You will see if it's not connected, it will say connect. You just click Connect, and you have to open your profile here. It is super easy just with one click. Then once we select Instagram profile here, you can see the performance goal changed to maximize number of Instagram profile wisits. So that's the goal, and most likely we want to get people to follow our page. Also, we have an engagement campaign objective, and we can do the same. But basically, the goal is to increase engagement on our Instagram posts. So we come down rules, we're not going to touch it. We're not going to touch anything here, and I usually want to have multiple audiences and put the audiences that I think are going to be interested in what I have to sell. So, for instance, the goal, of course, is not going to be get people to buy stuff from you. The goal is to increase the number of followers in the given audience. Since the goal is not getting sales right away from this campaign, you can actually guide meta here. That's why since we're guiding Meta, we really do not care if they are existing buyers, if there, that's why we don't want to exclude anything. So here I'm going to click Advantage Audience suggestion. You know what? If you are selling really expensive, you can set an age 25 to, let's say. 55, they usually buy from you, 59, and I usually stack these audiences. I do not test separate audiences here. That's why we said advantage campaign budget optimization. Let's say jewelry, right? Jewelry. We set all the specific jewelry clothing, all the specific like expensive fashion stuff if you're selling fashion related stuff here. So you add them all, and I usually ideally want to have a really chunky Audis, at least 5 million here. So here you can see it is 6 million something, and I definitely can add more. I go down and we have a transparency, nothing related to financial products or services, and I'm not going to take that on since that is not related. And placements, we don't care. It's usually going to show on Instagram if you click Edit, because we literally are just running Instagram profile visits. You can see Facebook feed, for instance, we can turn that off. It doesn't really make sense. We just want Instagram feed. Have Instagram Explorer, Instagram homepage, cool. So, for instance, messenger story is automatically turned off. Facebook reels, again, additional layer of complexity it adds. They have to click. They can see the ad on Facebook. Click and go to Instagram. And most people want to stay at one platform. So we want to turn off all the Facebook related stuff, search results. Let's see what we have in the search results. Cool Instagram. That's good and all, and we are happy. So I will name my campaign. The first the age range. Let's say we said 55 and jewelry stacked. Stacked means, like I edit a bunch of different audiences and insta IG placements. So that tells me, so I'm just operating to target these audience ranges and targeting just Instagram placement. I'm going to say next here, now I'm on the ad level. So we have two options on the ad level, guys. You can either create an ad just like we did, or you can select an existing post that you have posted, which is going to be better the sole purpose of this because we are going to get a lot of engagement under this app. We're going to get some likes, shares comments under this. And if you use an ad, once people visit your profile, they're not going to see that ad particular but if you say, use existing post, what will happen is you will have all this ad budget behind an existing post. And if they visit your profile and see that post, they will say, Oh, look at this. How many people liked and comment and shared. So, for instance, let's do this here, select one existing post. Now I selected this existing post here, and you will see a specific ID. This ID is the Instagram's post ID. You will have that post ID on meta. You will have that post ID on Instagram. That really basically identifies the post. And if you change anything or you change this ad or you want to edit this ad, that post ID will be gone. So now what we're doing, we're not going to change, and we're not able to basically change this ad because the ad's primary text is automatically created here previously when we posted this post, right? So if you want to post another post on your Instagram, specifically, and you have in mind. You know what? I'm going to run this as an ad in the future. You can do that. And then as we scroll down, we have the advantage enhancement, so you can turn these off. So visual touch up, turn it off, text improvement, turn it off, and animation, turn it off, and then we have adapt multi page. We turn these all off, we have music. So we go down. We want to definitely do not need to say web events because it is everything is going to be happening on Instagram. The only thing that is not ideal here, you can see the reals placement, it doesn't look professional. So you will have at the top this part of this creative looking empty and the bottom part is looking empty. There are two ways you can fix this. You cannot change the creative and add a vertical version because you're literally using an existing post. What you can do, you can boost an existing real, right? So let's say you already posted this with a vertical format. And if you push this on the feet, it will just crop the top parts. That is number one. Number two, you can go back to your at set and you can exclude these vertical placements. So I can just exclude these placements so I don't have anything that is going to appear as long and vertical. So if you just say next, you will see now I don't have that long vertical format on the right hand side, just post feed square formats. And that's the game. That's how we do it. And as you run this, you will gain a lot of traction, a lot of followers, a lot of engagement on your ads. And again, it's $20 is not going to get you millions of followers, guys. I mean, keep in mind, you will get maybe $0.20 page visits, maybe even cheaper than that. The average usually 15 $0.20 Instagram page visits, and out of every ten page visits, you're going to get one mic, one follow, so on and so forth. And it's not going to be really lucrative. So you have to dedicate a certain amount every day to spend on this campaign type or your client's campaign type. Hope this was helpful. I'll see you later. 81. Messenger Ads: Everybody, in this section, we're going to be looking at the campaign objective engagement. So engagement could be used for many things. And the first thing we're going to cover is getting people to message us through a messenger. And this is amazing for lead generation businesses. So what happens usually, let's say you have a form on your website, they fill up the form, and they call once you call them back, it could be 2 hours, 3 hours, and the lead gets colder and colder every time, every minute, goes by. So in this case, we are getting them to send us a message, and at the same time, we are basically warming up the lead. So I will show you what I mean by this. We're going to select the engagement and say continue and click on Manual Engagement campaign. As we say continue, we are given this campaigns page. We're not going to touch anything here, as always, we're just going to say next. And on the adst level, the message destination is important, guys. So we're going to select what type a destination you want people to go to, right? So the conversion location is really important here. For us to get messages through messenger, we want to keep it as message destination. So we have on your ad calls website. We're going to cover most of them, especially on your ad later on, which is really, really important. So the thing that we're going to cover right now is message destination. So what we want people to do, basically, click on the ad and send us a message. So here I have a Facebook page attached. Again, just imagine this is a lead generation page. I go down, you will see this manual destination, not a super common campaign type. Most people get people to their website to generate lead or instant forms. So this is, again, not super, super common, but some people do it, and it works for them. So we can definitely use that technique. So you can attach Instagram and people can send you a DM, or WhatsApp is also a good tool that you can get people to message you through the WhatsApp. A lot of businesses do either Whatsapp or Messenger. Messenger, again, really common for people to use, especially in certain countries. Let's say we go with Messenger here, and we have the performance goal. This is important. What is your performance goal? So we don't want maximize number of clicks because this actually doesn't get people to do anything. They just click on the ad, right? We want to conversion here. So our goal is getting conversion. So we go down, we set our start dates. Usually, if it is, let's say, like 94944, I usually set it to the next day and start at midnight because it has the whole day to spend. It doesn't waste any of my budgets. Because if I say 20th, we'll try to rush to spend that budget, it won't be really great. We're not going to touch the budget scheduling. Audio control, you select whoever you're targeting. Let's say we're targeting, you know, CEOs. Do we want them to message us? Again, it wouldn't really work for, you know, high end individual individuals. I usually works for mid like mid market or mid priced products or services. Let's say, a cleaning service, moving service, those types of law service works a little bit better. But if you're selling something really expensive to a CEO, he wouldn't usually he's not used to messaging directly through messenger. I mean, those people message through messenger to their friends, but not a common target market. So let's say we are doing moves, right? So we set set Advantage plus audience as a recommendation. Let's say moving, you type in your interest, see whatever you have moving company call. There's an interest there, perfect. We say browse, and we don't say browse actually. We want to see near house, place, cool. That person is probably looking to move. And first time buyer could be one, start your home, that's really good. Most likely they are looking for moving, as well. And you can add any as you want. Again, you want your audience to be chunky here. Then you set your age targeting, whatever your audience's age is, age ranges, and we don't touch the placement. We're going to say next. Cool. You can exclude them in Instagram as well, like we did in the previous section, but the goal I want you to focus on is this part. So, come here. Instead of using existing pose, we want to create an ad. Let's say we edit our ad. Just imagine we. And here we have the chat builder. So this is the part where we need to focus on which makes this campaign type and this focus of conversion location different than any other campaign. So you can see, we have a suggested template chat. So we can create a template from scratch. Or we can actually leave this and we can edit the existing template, right? So let's say we edit the existing template. So we have the greetings first. We have text and image or text and video or just text. I usually go with text. Hi and first name of recipient will be automatically edited. That is the beauty of it, right? And please let us know how we can help you, right? Or we can say we are here to let's say we said we are moving, right, for the moving company when our So hey, let's let's get you started ASAP, as soon as possible and then call. And here, we don't really need them to call us a messenger. If you want that option, you can turn this on. So if they want, they will just tap this and call you right away through a messenger. Again, that is good, as well. So let's say we call now for a get faster service, yes, we will want that. And we go down. This is the important part. So suggest adding up to five questions. They will just tap those buttons and ask the questions, which are really common questions, to be honest. So what are the delivery options? So let's say, like, they can say, When can I get started? And you want to have an automated response, right? Automated attachment, you can add an attachment. So say you want them to, let's say, call you right away here, let's say, you know what? Call us to book your moving date. That's one option, and they will see this. So they click on it, call us to move in the state. Perfect, and you go down. So you have this option. Can you check the price of the product, and you say, What is the average range of moving cost. And then you give an option here, let's say, 250, let's say, $500. And let's say you don't have or you have a messenger call as well. And can I make a purchase? We want to change this too. Let's say, do you what is the suburbs do you service? And you put the suburbs in. Let's say suburb A, suburb A, suburb B, suburb see. So you add the suburbs that you and then if you want people to call you, yes, perfect. Cool. So do you have any more questions? If they have any more questions? So we have also a follow up message, right? So let's say they tapped on the ad. But they haven't sent any of the messages. They will click one of them, and they will see our answer, plus the call button here, which is absolutely amazing if you want, if you ask me. So you can also turn this off and they click one of them as they click one of the answers, and our phone will pop up. So you can either do this or that. So if you don't want them to see the call right away, you can do that as well. So you basically qualify them a little bit more. So that's good. And if you do any questions, perfect. Now we save this. So this is our first initial chat that we created. So if you want to create one more chat from scratch instead of editing the existing one, so you can look at the suggested template, which is the one that we looked at, we can say, create a template, and we have collect information from people who are interested in your business. That is one. Or we have the start conversation, which is the previous one we have, but let's take a look at automated chat. So automated chat is also really good. If I say next, we will see a welcome message that we can edit. So are you interested in product or service? Instead of that, let's say, are you planning planning to move in the next 30 days. Let's say we don't want to deal with anyone who are planning to move after 30 days, then we just disqualify them, right? So answer is yes and go to, if the answer is yes, we can say completion, disqualification or questions. So this option, if you ask me this automated version is a little bit more qualifying. So let's say the yes, we say, people who choose this answer will go to a specific question you set up. That is really good. So, for instance, if they say no, however, we can have another answer. If they say no, however, they will directly disqualified, right? They do not count as a lead. That is important, right? So here, no, but the second answer you can see is not now. So that's why we want to change this to first yes, and we want to make it second question. And the next question is no, that will be disqualification. So if they click yes, we will ask the second question. If they click no, we will basically not count them as a leap. So we want to add another question. So another question could be address, right? Or let's say we ask a custom question. So what is your price range for this move? Cool and we want to add an option. So you can disqualify people who expect below a certain amount, but not a smart move. I'm just showing you the options. So let's say what suburb are you what is the distance you are planning to move and then question mark, and then let's say you give multiple questions. It could be, let's say, zero to 20 K kilometers and then that will ask them this next question. If they say let's say 20 to 40 50 kilometers, let's say, that will get them to the next question. We add one more option, and they have 50 kilometer plus, and we disqualify them. Let's say you don't serve more than 50 kilometers, right? So that is one other option that we have here, which is also great. So we add one more additional section here on this chat. We want to get their phone numbers, right? We don't want them to skip it, so I antique this. So we have also validation, right? So this will reduce a number of leads, but we won't get spam leads, basically. That is really good. If you are struggling with the quality of the leads, we can get this on. And then we can say also we have email address. So we can follow up with them via email? What is your email address? Let's say we don't want validation, use emails, I mean, they don't usually fake the email addresses, and we ask the let's say suburb they are in. Let's say, not street address, but let's say postcode is going to be important for us since we are moving people, and we have completion messages, right? We will contact you to let you know what happens next. Call. You can add a, you know, website link if you want them to go to your website, or ideally don't put anything personally. Then we have the disqualification message. Thanks for your interest, but it doesn't it doesn't look like we are a good fit this time, which is, like, a good way, kind way to say, you're not don't we cannot service you, right? So you don't fit the qualifications. For instance, let's say we only serve people who are looking to move in the next 30 days. If they say no, they will see this message right away. So we don't waste their time and they don't waste our time, right? That is also really good. And also, we have to put a privacy policy a page. I sometimes grab any privacy policy I could find on the Internet, like random privacy policy generators and put it on my website. I don't change literally anything and it works. And then you will say, Save yes, got it. Cool. And I think, in my opinion, this option works a little bit better. The automated chats works a little bit better than the other option, which is the one that we created. So they choose an option here, and then they have the option to call us. But if you want them to be qualified and choose from A to B, you want to go with that option. So as you click on, let's say, let's go back, leave, as you click on Created Template. Start a conversation is the first one we did. Automated chat, basically, you can disqualify them right away and don't count those as elite. So you don't waste your time. You don't waste your sales team. So that is also great. If you are selling it, coaching, consulting, that might work. Again, I don't see this work extremely well with coaching and consulting, but I've seen some people do it. You can test with basically simpler services tend to work better. So we're going to leave this, and that is basically how you create messenger get people to message you using the engagement campaign type. And we're going to cover other options while you can do with the engagement campaign type, which are also really, really good. 82. Whatsapp Ads: Body, now we are going to get people to message us. Why, yeah, WhatsApp. So here we have to connect this, by the way, and now it is asking you, what is your WhatsApp business? So if you have a specific business number, you have to put that in, and you have to put your phone number in here. So I'm just going to put my phone number. I put my phone number. Right now, you need WhatsApp for business. So that is a free app that we can actually download, and we are going to use WhatsApp for business, not our personal WhatsApp, but WhatsApp for business to use this. So, okay, that's good. And here, we've sent a message on WhatsApp to Link to install the app. Once we install the WhatsApp for business, we will be set up and continue all right, boys and girls. Now the first step is complete, I downloaded the WhatsApp business app, which is basically once you download it, they will ask you a couple of questions. What is your name, email, whatever the case may be. Which business category are you in? And once you say answer everything, that is good to go. Now I say continue. Now it should be connected. It is asking me the code. I will just write the code in. Alright, I put the code in. Now it is connecting to WhatsApp. And again, this might work better than getting people to your messenger because a lot of people use WhatsApp here. So you can connect another number. I blurred the number here. It's showing basically my number here. But once you connect, you will be able to select this section. If you click this, you now going to get people to message you on WhatsApp. And the ad setup is almost the same. Now we're going to go down. Now we have the chat Builder, which is really, really similar to what we basically did in the messenger guys. So it is really, really simple. So what we're going to look at is look at the save templates, and we can use basically the save template here. But if you say, You know what, Jim, I want to create another template, you will see how this looks on WhatsApp. So you can either just get people's information like this, you know, collect info from Whatsapp, and you will just say next, and then you will see a call to action button, right? Apply now. And let's say this is, again, a similar moving service that you want to get people to, and you have a big heather once they come in. And then let's look at this is the small header. You say, please enter your contact details. So join now. This is the second one. We have the short answer, like the name first name, we want them to be required. And we also want a phone number, of course, which is going to be essential for us, and this is going to be required as well, right? So you have the label here. This is going to be, of course, phone number. Or what they are going to see here, name, email address, phone number. Cool. So now, these are the essential information that we're asking, right? So let's say these are the basic questions, and then you can ask more here. You have multiple choice, single choice, and paragraph user input, you can get them to add anything here. Let's say multiple choice, we can do the same thing here. But with this chat builder guys, we cannot disqualify them. So, for instance, we have, when are you looking to move? And are you looking to move? And you can take over this anytime you want, same as the messenger chat, right? So under 30 days, under 30 days, and we have over 30 days. So if it is over 30 days, we say this person is not a qualified lead, right? So we save this basically, right? So that will be we will just get their contact information. But since we have their WhatsApp number, that is already good for us. So we can create another chat, which was this one. So, which is this one was the one that we basically looked at. We just collect the information on WhatsApp, and now we can start a conversation, which is more like basically the messenger first version. I mean, it is a little bit different. So we usually want a WhatsApp call, and that would be ideal WhatsAp calls like, way, way more similar to messenger calls, basically. For now, you can get them to ask these questions, and then you frequently ask questions as well. You can add more questions. I want to know more about this. Is anyone free to chat? Yes, someone will be someone one will be with you shortly. And I suggest hiring people so they can chat with them because a number of questions or qualifications you ask are not as similar are not exactly the same as the message you want. They're a little bit going to be different, right? So here we have the second question. You don't need to get that and create a customizable first message. You can ask or you can just get them to call you. If you save this, you can see these are the exact options. Or you can use first the conversation prompt that you created. So when can I get this started? Call us to book, so on and so forth. If you click Edit, you can see how this one looks like the one we created, but you don't have the automated options that you disqualify them. So you have the similar options like the frequently asked questions. Automated response is this, let's say question two, automated response is this. In my opinion, these are not as good as the options we had when it comes to messenger. But the good thing is, you're always with your phone. You can just open up and contact them or hire a person to basically be on top of the Whatsapp right away and respond to them instead of a robot responding to them. So these are the two options that you can use. You either use this, you can use the suggested template at a call to action, and you can just basically edit this suggested template. You can see we have a call to action. Get some to visit a website or call now, or you don't have any call to action at all, and you have the suggested questions that people can send. If they click, Bam, you answer your question and then add more as you go. So I hope this was helpful. And then once you get their information, basically, you can just answer them with a specific answer that you have about your business and so on and so forth. Hope this was helpful. If you ask me which one I would go if you want higher quality, like, whichever is more convenient for you, that's what I would say. The quality of the messages will be higher on WhatsApp. And if you think about the customizations or disqualifying people, then messenger would be your option, right? So if you think about I want more disqualifications, automated responses, more options to, you know, change my template, go with Messenger, or you say, I just want a couple of information, and then I will start chatting with them on WhatsApp. Then you go with WhatsApp, and you will have a little bit higher quality because they go from position one app like Facebook to Whatsapp instead of staying on Facebook and then being a messenger there. So that was it. That's how you get people to message you on different apps, Meta Connected apps. And I will see you in the 83. Engagement Ads on Existing Post: In this section, we're going to be covering another engagement ad, which is, let's select our engagement. Hey, everybody, in this section, we're going to be covering another engagement campaign type. But what we want here is going to be engagement on our ads. So this is used in many ways. So I will cover them in a bit. So let's create our campaign first, and this is the campaign level. What I want to do we're on the adst level, I want to first change this two on your app. So as I click this guys, this will basically change the engagement type. So we are basically telling to Meta, You know what, Meta? I want you to find people to engage with my ads. If you have a, like, a great video ad and you want people to watch your video till the end, Meta will basically go out of his way and find people who are going to watch your video till the end. So Meta will find those users who engage with video. So if you have a video ad given from a client and they want an awareness campaign, I sometimes, instead of running a simple awareness campaign, I go with an engagement campaign. The reason I do that is because the clients initial goal is getting as many people as possible to watch their ads till the end. So when they want that, what I do is basically I basically find those people who are going to watch the ad or the video till the end, right? If the goal was to be exposed to as many people as possible, but not necessarily they're going to watch till the end, then I will go with awareness. But if we want them to watch till the end, then I'll go with this option. The second best way that you can use engagement ad is, let's say, you have one really good ad, really well designed ad, but it is not common anymore, what people used to do beforehand. So they used to try to hack the algorithm. I will explain what that is. But I will tell you why that is not relevant anymore. So they used to come here. They used to create one ad, and they used to instead of video views, they used to say post engagement, and they will say maximize engagement with a post, right? So they will come here, let's say select everything, and they use an existing post here, what they used to do, right? So let's use existing post, and they select the post here. Let's say I select this one, buy my product, random post that I created. Cool. So they have this post ID that I'm blurring right now. So they used to grab this post ID that I created years ago, this post for this mock page. What they would do, they would run this ad for, let's say, three months, four months without any expectations of making any sales. But what Mena will do? Mena will find those people who will engage on your ads. So at the end of three months, for say, after you spent $600,000, your ad, once you have likes, comments, and shares, you will have hundreds of likes, thousands of comments and hundreds of shares. So it will look like, Oh, look at this. A lot of people like this ad, so it must be good. One is social proof. Second, and they use this ad as a comercien sale ad later on. And by using this boost the engagement, not boost, but use the engagement post on a separate sales campaign. So they will grab this post ID that you will see here right here. They will use that use existing post on a sale ad. So what they will do get Meta to find more people who are going to buy. But since you have all those likes, comments and share existing here, meta will think, and it used to work back then, but doesn't work anymore. Meta used to oh, look at this engagement signal coming from this. People love this ad. So that's why I'm not going to charge this guy as much as the competitor. So you used to beat your competitors every single time to appear on someone's profile. As I covered in the beginning of this course, meta is basically an auction platform, and you are going to beat your competitors to show your ad whenever they open their feed first, right? That is basically the goal here. And you are going to beat them every single time if you did that basically previously. But I will tell you why it doesn't work anymore. Now everything is creative driven. You get all this engagement for three months and meta doesn't push your ad anymore and it doesn't convert. Now you have to be really fast and to run five to six to ten different ads every single week. Now all your effort getting more engagement to this particular ad is gone to waste. Meta is really smart to pick which ad to use to which audience type or let's say, I really like and enjoy user generated content, but person really likes testimonial type of style, and meta is rewarding more styles with dramata updates, and you need to have more and more, more and more styles. So your little trait that people used to do, having more engagement, more share, more, you know, whatever, is going to be blown out the window by your competitor if they are testing a lot more creative styles, and they will basically maybe they won't win the auction, but they will get the sale, and you won't? You just going to appeal to one certain audience. And before that, you could have one ad to run, let's say, many, many years. And you cannot be sure right now, right? What you might do, which is a little bit confusing, you might do a sales campaign first and do a lot of tests, do a lot of tests, find a winner. And once you find that winner, you need to grab the idea of that post and then run an engagement campaign on it like this. Increase This is a little bit advanced guys. So if you don't understand, don't stress, watch it again and increase the overall social and push it back to your original campaign to get more sales. Again, not really great if you ask me. And the only thing the only reason you might do this is because you can maybe pin a reel on your Instagram. And once you pin that reel, once people visit your Instagram, they will see that reel first, right? Whatever the case may be, whenever they come to your Instagram, they will see that reel first. And now you can boost that reel by using not boosting, but, you know, you can use existing post without a purpose of getting sales. So you have to understand these are not going to get sales. This campaign objective, this goal is not going to get sales, but or leads, but it will build the social proof. If you're selling something expensive and you need that social proof, people are going to check your Instagram, and they will see, Oh, look at this guy. He has a lot of not maybe followers, but look at this post gone viral. They will think that is organic. But you actually ran some ads and, you know, draw a lot of people to like and share comment on your post. So that is the trick that people used to do, but it doesn't work anymore. So right now, for this account, my Facebook posts are showing because my Instagram is not connected. But if you connect your Instagram, you can select an Instagram post or a Facebook post up to you. And that ID that is attached to this product, if you want to use that old school technique, which I do not suggest, you have to grab ID and use that in your sales campaign. So that is what people used to do. And if I scroll down, basically, everything is the same. You can just, you know, turn off the visual touch ups, which I do not really suggest. Anyways, text your appointments. If you don't have a strong ad copy, you can let them to rock and roll, and you can keep the relevant comments on as well. And that is basically it. And you want to, of course, turn this on website events. Maybe you might get some sales, one or two, you want to have that being tracked on the ad level, and you can publish. Opa was clear, that is one way of getting more engagement on your posts or on your ads. So again, as I said, first post that ad, and I will show you how to do it. So this is an existing ad that I created to basically run an engagement post, right? You can first post it or create an ad and use that. I selected a post or you can just create a page post from scratch. And now, you know what? You decide to create that brand new post and you say, I'm going to run that as an ad. So right now, let's say, creating a post here, a random post. Let's say this thing, right? I'm just going to run this as an ad, and this one has a specific cool. You can see, this is the ad. Cool. This is the ad. Let's imagine I have a video title and a text. Video title will be basically the post title that will appear, and the text will appear there as well, or you can turn that to a real. Now it is basically on a real format, right, on Facebook. Once you save that and publish it, it will basically be the new post that you are going to run as an ad, and it will be on your organic as well. So the only thing with this one, if you create a post that will be on your organic profile. That is the whole reason why we run engagement ads, right? Otherwise, we would just run ads and don't want them to appear on your organic social media. I mean, that is totally up to you. But if you want that, build social proof, that is a great way to test it out. Hope that was clear. I'll see you in the next. 84. Facebook Page Like Ads: Everybody. And lastly, lastly, lastly, we have get people to engage on our website, and I'm going to skip this because it doesn't really help us in any ways. Instead of this, you want to run a traffic campaign. So I definitely do not suggest you do this in basically the same settings, but we're just going to skip this. I suggest, I mean, I do not suggest running an engagement ad on a Facebook page, but let's say a client comes we don't have enough Facebook page likes in our Facebook page followers. We want to grow that. If they come to you with that, you can actually go with conversion location as Facebook page. So this will increase the number of Facebook page followers and likes. And that is basically super easy. Cosmeta will find the number of people who are going to like your Facebook page. And you can see the performance call is automatically selected to maximize the number of Facebook page likes. So as we go down, select the audience, and you just go to the ad level, and you will see Facebook page automatically selected, and you don't have the connection of Instagram. Go down, destination is basically as they click, they will go to your Facebook page and you set your creative up here, whatever the creative that you want. Let's say, in this case, I usually want to have a really engagement driven ad. You will have the primary text. The only thing is, you don't have the headline or the description. That is really, really interesting, right? And also, if you clear this, you don't have the option to actually choose an existing post, right? So you only have ad Media. That's the only difference of this Facebook engagement post. So you add your ad, and then you can also check website events. But as they click, bam, they will write like your page right away. It is super self explanatory and really simple campaign type. I mean, or a conversion action location, basically. You cannot mess this up, guys, like, super easy easy way to increase the likes, but not a lot of people are on Facebook anymore, guys. I would suggest maybe doing that for Instagram, but not here. That's not the ideal way to do it, in my opinion. But if a client comes to they might and some We had that happen. We were running a we were running ads for Australian maid, let's say, almost a government contracted government body, basically. And they said, You know what? We also want to increase the engagement number of people following our Facebook page is low, and they are getting the money from the government, right? So if they tell you that that will be our next KPI, key performance indicator. So we worked and built this campaign type to get people to like our Facebook page. So if the client asks you, now you know how to do it, just change the conversion location to Facebook page that's done and dusted and use the creative they give you, or you can design it for them. Hope this whatsapp we'll see you in the next. 85. Lead Generation Options: Buddy, before we get into the platform and go over what type of conversion locations we have for lead generation, I definitely want you to understand what are your options because this is really, really important. When we looked at engagement, we just covered it in platform. But here, you need to understand which each conversion location does and when to use those. What are the pros? What are the cons? So you make the best decision for your brand or for your client's brand. It can make or break the lead generation cycle that you have. One, if you choose the wrong, you can choose the lead generation campaign objective, but if you choose the wrong conversion location, you might drastically lower the number of leads you get or the quality. So let's start. There are multiple ways of getting leads on metaads. So, number one, which is the classic one? Whenever you're confused, always go with website. So I will cover the pros and cons of each one of them, but website is the most common one. Then the second most common one is instant forms. This is basically metas function, and instead of people going to your website, you get people's information on Meta itself. Then we have Messenger ates. We covered messenger ates on engagement campaign type. Meta allows us to use this Messenger as a conversion location just like they allowed it on the engagement campaign type. Also, we have the Instagram just like we had in the engagement campaign objective. Also, we have the same co function like we had in the engagement campaign objective. So most of them are similar, but Meta is trying to optimize for leads, proper leads, instead of just getting people to, you know, click and go to your Instagram inbox or direct messages or go click and go to your Messenger, they're trying to go to find the people who are more likely to take a certain action. So let's move on. Now we have the website. Bye whenever you're confused, whenever you're not sure, you want to go with a website lead generation. There are a lot of cons. Number one, this is your data. I will cover what that means in a bit. So your data basically means, guys, instead of people being on, let's say, instant forms, let's say you use instant forms, that is not your data. You're using metas interface to collect people's information. But if they come to your website, that will be your property, your domain. And you're renting other servers, basically, but that domain is yours, right? That information is you to retargeting them in the future, so on and so forth. And you will get more qualified leads. The reason is you have more friction. So, guys, friction is really important when it comes to any type of advertising method. The friction, the right amount of friction will get you more quality leads, and you will have less problem closing those leads. Why do I say that? If you have no friction at all, ideally, ideal case scenario, people see your ad, they click your ad and they buy, right? That is zero friction scenario, right? Actually, like the least friction scenario, they think of something and they automatically buy it, and then the money is deducted from their bank account. Since we don't have a technology like that, unfortunately, they have to click on an ad. They go to a website that is friction, right? So they take an action. They click at to cards and their card pops up, that is friction. They go to their cards, and they click By now. So they are all frictions, right? So, I mean, we cannot get around certain types of friction. But for lead generation, this friction is controllable. Why do I mean why do I say that? Because you have the option to use instant forms. We will cover everything. So, due to the less friction, you're going to get less volume. The less volume problem that is being caused by this friction is being counter attacked by more qualified leads. So you have to make that decision for your business. I cannot tell you right away. But if you always like if you talk to the client, right? And they say, You know what, Jim, we always tend to get a lot of leads, but the quality is low. If the client gives you an input just like this, I would go website, lead generation, right? You build a form on your website, and they put the information in, and that basically becomes a lead generation on your website. Again, you need friction at that case, but if they say, Jim, the quality is usually good, but we cannot seem to get enough leads, right? We always struggle with high cost per lead, like the con that we have, CPA is usually higher since we higher friction and we get less volume, cost per acquisition, which is CPA is going to be higher, right? So then I will go with, you know what? If you're struggling to get leads, let's run instant leads. Instant forms, I wouldn't suggest website forms. The other benefit of this is you can educate people on your site, right? So they get to know what your product and service is. However, if the website loads slow, you lose a lot of people on the way. So you'll look at Link Clicks, outbound Linklix as a metric, and you also at the same time, look at another metric which is landing page views. Link Clicks are going to be let's say 100. Landing page views is going to be, let's say, if your website load speed is it takes a lot of time to load the page, you're going to have 40 landing page views. You lost 60 people in that, right? But you paid to show your ads to those hundred people. So, yeah, that is a big problem if your website, load speed is problematic. And you need a seamless and functional form. Again, a lot of people think they have a really good form. Before testing this, we actually have this happen to us, and we were actually, that was a Facebook, not a Facebook ads campaign. That was a Google Ads campaign but you will understand the same problem. We were running the ads, and suddenly, our cool spread acquisition started to increase, increase, increase, and a week, we didn't receive any leads. Usually, for that client, it was a website lead generation, right? And we usually receive ten leads for a moving company. That it was really unusual and cost per click was the same. Click rate was the same. Same number of people were visiting the site. The same number is like the amount that we were paying per click was the similar, exactly the same. But what ended up happening is we didn't convert those people. So it was a really bizarre experience. So we tested the form, and the form broke, right? So whenever people put their information in they click Submit, there was an error coming up in that form. So that caused a lot of problems. So let's cover what is the main benefit is your data. So that might sound confusing. Let's cover. So user comes on Instagram. He's swiping, right? And then they see your ad, they click your ad, and then they go to your website. This is your site. And once they are on your site, since you have that Pixel, right? Dataset that we set up initially, that piece of code, when we have our events manager, we put that code into our website or Google Tag Manager, whichever integration method that you're using, the data is basically yours now. I mean, you cannot see their name, last name, the surname, but while you have it, you can retarget them on Google Ads. You can retarget them on TikTok ads. You can retarget them on LinkedIn advertising. You can retarget them on, let's say, other advertising sources because your Pixel is that thing that is going to hold that information. But if you use Instant forms, however, Meta will not say, Oh, you know what? Done, here's all of the names and phone numbers who opened the form but didn't submit, right? So you will see the name and surname and everything that submits their information, but you won't see that for people who just visit the website and do nothing. But if you take people to your website, that data will be yours. You can retarget them in other platforms. Again, though, there are pros and cons for it. Let's cover the instant forms. Instant Forms is my second favorite. The reason it's my second favorite is because the quality is a little bit lower. And the data is not ours. As I said, if they fill in fill in their information, submit the form, that's good and all. But if they don't, we basically can retarget them in Meta, but we cannot retarget them in any other platform because Meta will not share that information. The cost per acquisition is usually low. As I said, the clients comes to you and says, Jim, our Cos percussion is really high on Meta, and you just got that client. What do you do? The first thing you would do. You know what? Let's go instant forms. Bam, you will lower that really, really val. But if they say, Jim, the quality is really low, you will take people to your website, right? Then the quality is instantly going to improve because you add a friction there, so more volume, lower quality leads, yes, we covered that. So very fast process. So there is an autofil function. They don't have to manually type their name and surname. They answer a couple of questions which you will select. After they select those questions, they will automatically their name, surname, phone number will populate right away, which is amazing. They don't have to you know, lift a finger there. And people often forget the problem with that is filling the forms. Like, you will have a lot of people when you call them back. I don't remember filling the form. Please don't call me. You will have a lot of those compared to a person literally going to your website and filling the information. So also when it comes to other benefits, you have flexibility to add any more qualifying questions. As the more qualifying questions we edit, the better the quality gotten. So let's cover what are the benefits and what you can do basically with these instant forms. So as I said, the more questions you add you ask in that form, the more qualifies the leads get. In one instance, I was running at for first page for Facebook Ads that agency I was talking about. And the more questions we added, the actual cost per acquisition went down. So we didn't expect that. Usually, what happens when you add more questions, people get tired and they don't fill the form. But the more questions we ask for that particular agency service, the cooper acquisition actually went down because people thought, Oh, this is serious, you know? They invested more and less people dropped off the forms. So that was win win on both sides, but it's not going to happen always. So filling the blank questions are recommended to see the validity of the leads. That is really important. So you have multiple choice questions, short answer, fill in the blank questions. And I definitely suggest at least add one, fill in the blank question to see if that is a spam lead or not, right? So let's say, what is your ideal agencies? What are you looking for? If there's Google Ads, Meta Ads, TikTok Ads, they will randomly select one and don't, if that is a spam but if that is, let's say, if it's a spam lead and you have a blank, they will probably type in, you know, like random letters in there. So you don't even call them back, knowing that they're spam leads, right? That will save you a lot of time. And once you see people genuinely filling that up by typing, they will add more friction. Number two, you see the validity of those leads. And multiple choice questions, as I said, tend to get random selections. Don't rely on them entirely. That's why I suggest adding one, fill in the blank question, which is short answer question. Three to five questions are recommended. Those are my sweet spots, and three minimum, I suggest three minimum. Below that, is too easy to fill that up. And that is going to be a lot of, you know, spam leads that are coming in. And on the thank you message, you can customize your thank you message, which we're going to do together. You should clearly outline what will happen next. Let's say if one to 2 hours, our sales rep will call you, if that is the case, you want to say that they expect some sort of some sort of a phone call, right? Or, as I said previously, people want to be congruent when we were writing the scripts, right, when we were writing the ad copy, the number one thing is they want to sound congruent. And once you call them, oh, you signed a form, accepted the terms and conditions. And one of the terms was one of our team members were going to call you right after you finished this. And they will say, Oh, did I, okay. And they will expect it. So they want to sound congruent, so they won't freak out. So then we have the messenger as a converging location. I have to tell the guys, if you talk about any type of lead generation, always consider website first, Instant form second, depending on the existing scenarios. And if you're starting brand new, start with websites and instant forms. Then you can look at the rest I'm going to talk about. Messenger should always be your third option, never the first option, guys. So let's cover the pros and cons. Let's start with the pros first. So you get higher quality due to real time engagement. But so the volume will be a little bit lower. And you can basically personalize offers and handle those objections live in that chat. Also, it's good for high ticket offers, as I said, because you can handle those objections right away. What are the negatives? What are the cons? So lower lead volume compared to instant forms, and everything will be lower lead volume compared to instant forms. And slower process, right? So user may drop off mid conversation before you get their information. That is a missed opportunity, and it is really difficult to integrate these chats to track the conversions cleanly. But when it comes to instant forms, you don't even need a pixel. Literally, that happens on that happens on Meta, right? Here, you want to integrate it to your CRM, let's say, hot spot sales force for big clients. If you're operating really small, you don't need that. And that will be a little bit of a mess. Let's cover Instagram. Feels natural, right? You always DM your people, direct message your friends and everything. But a person gets you as you see an ad, click on the ad, and then you automatically pop into their direct message. It doesn't feel weird, right? It looks natural, feels natural. Doesn't seem like an ad. And it builds trust through personal tone, which is absolutely amazing. And I definitely like it and prefer this method if you are targeting, let's say, 18 to 35 year olds for a fat loss program. Instagram will be way better than Messenger, 100% recommended. And great for creators, influencers and small brands. So you build that communication there. You are already a big brand or an influencer or a creator, so you can connect with them right away. What are the cons? Again, that should never be your first call. Always consider website and Instant forms. And the second, then you can think about, Okay, maybe I want to try Messenger on Instagram. If you want that personal touch. It's harder to track conversions, guys. It's really hard. It can be really, really messy. If you have your conversion tracking on website, super easy and you want to definitely optimize towards it, right, it's not only that we see the data, but also we want Meta to see the data and move based on the given data, right? And it requires manual replies sometimes or a proper chatbot setup. Otherwise, a person has to come in and chat right away. And you have limited automation compared to Messenger Ads. Messenger Ads, as I covered in the engagement section, is you have a lot more a lot more to play around with in terms of, you know, asking certain questions, getting people's information, so on and so forth. Instagram, a little bit more limited. You can integrate Manichat. Again, you have more options there, but Manichat works a little bit better for organic purposes. Then we have calls. Calls, I really like calls. I would consider maybe website first, instant form, second, and then I will go with calls, right? Why? Why do I like calls? You get immediate. So the friction is extremely low. They think about your product and service, click on the ad, Bam they call it, right? That's amazing. I mean, that is the lowest friction that you can think of, right? I mean, yes, you're going to get less volume because not a lot of people want to talk to you on the phone. That is the only thing. But in terms of friction, you're going to get calls right away. And the people who call, get on the phone, they have their that burning desire. Those desires they want to solve, that's why they're clicking and calling you right away to learn more. Because when you call them back after they fill up information, regardless of the time, even though let's say you call them 10 minutes later, in a 10 minutes, they're in a different world. They're talking to their boss, their wife is shouting, blah, blah, blah, like, they have a lot going on. But whenever they call you, that is the time they have the highest interest. So that's why for service based businesses, cleaners, Locksmith, you know, Lawn Morris, lawyers, like any type of service based business is absolutely amazing. For digital marketing agencies, as well, I don't see that being used a lot, but you can use that here, too. In great foreclosing high ticket sales, again, for high ticket, you need to get people on the phone. And that is important. The only downside they're not well educated on the process, right? And you get high volume. Again, you have high volume, but you might get lower quality, difficult to track outcomes inside the Ads manager, because you have to track get all the calls. Yes, you see all the calls, but you have to feed whoever converted back into Ads manager. For that, we have to actually we will cover that together, but it requires a little bit of work, right? And let's cover the negatives. We covered some of them, but you cannot auto qualify or pre screen or pre qualify people, right? Whenever they see the ad, they want to call you. Bam, they call you, right? They're going to keep you busy. You need a proper sales team. If you're going to go with that, right? One person, then, I mean, it's not going to work really well, guys. A time waster could be wasting your time and a really high intent person calling you and you have, you don't have, let's say, a callback option, that person is wasted, right? That is not really great. So these are the pros and cons, and let's recap this, guys. So low friction, and if you want fast lead generation, Instant Forms is great. Again, as I said, website is my favorite because the data is going to be yours, but I love Instant Forms so much, guys. Like, I always find a way to get Instant Forms work because you cannot always have full control of your client's websites, right? Because if you are a Facebook ads manager specialist or Meta Ads specialist, you can not always say to the client, especially, let's say they are a big business. They have a lot of, you know, layers they have to talk to. You go to the marketing manager and say, the website load speed is really bad. We have to improve it. Take this question, put this question out, put this, you know, testimonial at the very top. You talk about that, but the client might like that is going to take forever if that is a proper big business, right? There's a lot of layers. A person has to talk to another person, that has to get approval from there and so on and so forth. That is going to take a lot of time. Then you go with Instant forms, save it right then and there. You don't have to deal with them. Trust building, back and forth conversation, Messenger and DMs, you can consider those if you want to build trust, handle those objections. And if you're a creator, basically, and creator, small business or some sort of an influencer, that works great. And if you want high intent, calling you right away then and there, and if you have a big sales team or let's say, at least five to ten people answering calls, you can try this method. Then if you have complex offers or online purchases and you want to keep your data, and you have a good fast loading website, you want to use website and a landing page. It's basically the same landing pages just a page dedicated to get People's leads that you built behind it, and people cannot get, you know, to other pages of your website. Hope that was clear. We're going to jump into the platform and see what we can do there. Bye bye. 86. Campaign Build For Lead Gen - Website Conversion Location: Guys, we click on Create a campaign. Now we have these options. As we covered, we're going to look at lead generation, and the first one is going to be, you will see what I'm going to talk about. So now we are at the campaign level. You set everything up. You know, the campaign level is pretty simple and self explanatory. You set if it's a campaign budget or an ad set budget, I usually start with a campaign budget and C. Now we have couple of options. So we have our conversion, right? And we will X out of this. And in the conversion location, we have a bunch of options. So as we cover the website as the number one option, then we have Instant forms. Then we have Messenger. Then we have Instagram, then we have calls. Because as we cover it, you have these one, two, three, four, five options, and number one is always website. But if there is a problem with the website and you need more volume and fast response times, I suggest going with Instant forms and you can see Meta is recommending. But these are send people to one location where you want them to convert. If you scroll up here, you have multiple. So that's basically giving Meta the option to send people what they think they're going to convert, right? I do not suggest this. You're going to get really scattered results. You can say website and calls. But again, it doesn't really make sense. I tend to suggest you want to have separate campaigns. If you want a website is a conversion location, and a calls is a conversion location. Instant forms a Messenger. I do not really suggest that either. So stick to single guys. So then you have more control. You will see where all your leads are going to, and you have a better way of understanding which one is working and which one is not. So let's start the website is getting people to your website, and that is a classic campaign setup. And we're going to look at some existing campaigns that are using the website. Alright, let's start with website is the number one option, as I said. Then you will have maximize number of commersions, which is the number one goal that we want to select. And you will see in the other goals, you will see a bunch of options, which we don't want to optimize, right? Maximize your number of landing page views, and they're saying we'll try to show your ads to the people most likely to view the website linked in your ad. Again, they will not do anything that I don't want. So here, they're saying, basically, we'll try to show your ads to people most likely to take a specific action on your website. That's why we always go with number of conversions. We don't want the other one. So select your dataset Pixel here. After you select it, as we covered how to set up conversions for lead generation, you should be having your lead option as green. So I don't have it in green because this is a that Acun and that dataset, so I don't use it just for demonstration purposes. You will see that lead as green. So then you will select that lead. Now you can see it will say conversion event is lead. So Meta knows your conversion goal, what you want to optimize towards, and what is your event. So you can change the cost per conversion goal. We don't want to do it now. And as we go down, you will select your audience, and that is basically it, guys. And in the ad level, it is classic setting up A. So what we need to look at on the ad level is their browser add on. So you want to put your website here, and then after you go down, you will see these browser add ons. Here, I usually say, if you know your website converge really well, I do not suggest having this. You can add a call at a call at a call button on your website. This is going to be a browser add on, guys. That means that will be appearing not under your ad, but on your website when they go on your website. So this one is also similar, right? At Instagram direct button on your website. So that basically is going to open up a web page as they click your ad, but that will be from the browser, right? They are from a Meta app, and from the app, they will go to your website. And you can have that option, and if they click on it, they will go back to your Instagram direct. Again, not my cup of tea. If they come to my website, they're already qualified, and I don't want to deal with any of that, right? So this is exactly also the same. You can call NC call Get People's Information and while they're on your site. Again, if they're on my side, I don't want to have any of these addons. So this is an important section that you need to know when it comes to browser add ons. These are not going to appear under your ads. These are going to appear almost on your website, guys. As we come down, we have the ad creative setup. We are going to set whatever creative we want here, and then the tracking, you will have your website event and you want your Pixel appear right here. You will have your Pixel ID, which is blurred. As you publish this, you will start running ads to your website. I will show you a couple of examples of live campaigns that are driving traffic to a website. 87. Building an Instant Leads Campaign & Instant Form Setup: Boys and girls, let's cover instant forms, which is my favorite, but it has a lot more detail, so we have to dive really deep into this section. So we're going to start with leads, and we're going to say, let's say, we want to spend 25 bucks, cool, say next. Alright, we're in the ad level. You can see conversion location. Is in the instant form, which is the recommended, right? That's call, and you will see this error. You have not accepted the terms and services yet. What you need to do is click on View terms, and you want to say agree, and now you basically accepted the terms and services. Now you can run ads. Here we have the performance call like we covered. Maximize number of conversion leads. And you will have maximized number of leads. So what are the differences? The main difference is basically this maximized number of conversion leads is they're going to get people to find people who are going to share their information and follow up with the whatever source you're having. And then we have maximized number of leads. They will just find people who are going to share their information. Guys, if you are running ads spending, let's say, $50,000 plus per day, and you have a global campaign, let's say, then it might matter. But right now, as I've tested this bunch of times, this doesn't make any change. It doesn't make any difference at all, guys. I've tested this with a lot of different lead generation accounts, and clicking this and clicking this doesn't make a difference. Like, ideally, what they say is this is okay, people will share their information. This, people will share their information and you will be able to convert them in the backend. They have all this data, so on and so forth. But that is basically taken from whatever they're feeding back to Facebook ads. What do I mean by this? Let's say you have some information from the people who gave their information to you on Instant forms. After that, you can, let's say, running the ads for let's say, 1,000 days, right, almost three years. You feed that number. The people who convert it became your clients. Back into Meta, you can do that and then say, these are the people who convert it, find people like that. So Meta has that information just like that, and they will be able to find it. Again, if you don't have a lot of data, data, meaning, I mean, significant number of conversions that you're receiving a day, hundreds of conversions. If you don't have that and if you're operating in a small area like a local brick and mortar store, do not even worry about it. Just select maximize number of leads. That's good. Fine and dandy. Let's say we are targeting a brick and mortar location and we want to get leads for that specific business. What we're going to Alright, so we're going to set a radius for that brick and mortar location, right? And let's say we have a beauty salon, right? We have a beauty salon and we want to find people to send the information, right? So what we want to do here, we want to set further limit the reach of your ***, and we want to switch setup. The reason we're doing this because we know our genders are going to be really specifically targeting towards women, and we want to find this used as a suggestion tick. And we want to take this off. So we want to strictly, let's say, targeting women, right? The reason I do this, otherwise, we were not going to be able to have that tick box because this switching to the not recommended setup, basically, are giving us this option, right? Let's say, since we are targeting a brick and mortar location, small location, we want to set up a radius. And we're going to do that in the locations. Here, let's say it's a beauty salon. Let's say our ideal customer is 30 to a little older lady, 64 woman, right? Let's say, and we come to the location here, and we don't want to add our location like this, right? What I want to do I want to come to browse, and I want to click here. As I click this, you can see the map opened up. Now you can zoom in to wherever you are and set a pin drop a pin. Let's say my location first, you can scroll in like this and then find which location you're targeting. Let's say I'm in Melbourne, Australia. I go all the way in, all the way let's say my beauty salon is right here. You can also type in the location like this as well. Let's say, type in the suburb name, and it will come up. But I like to do it this way. So I'm going to drop this pin on a location I want. So I click on Drop Pin guys, again, girls. Now, you will be able to drop this pin into a location. Now it's on the center map. I don't want that to be there. So let's say, instead of doing that, it can sometimes be painful. Let's say I type in the suburbs name here. So let's see the suburb here. Let's type that in. Cool. I should come up now as I drop in. Cool suburb came in. We have our suburb, and now I can come in and drop the pin on AnsKijaa and I can come up, zoom in and drop the pin where I want my pin to be, right? So it automatically drop the pin. I will just out of this and go down here and here, let's say, my beauty salon is exactly at this road, and I want to drop that pin there, right? So I can drop the pin here Cool. Now it drop the pin right there as the place that we select. So we initially first typed in the suburb. I will X out of this. And you can drop the pin anywhere you want, guys. Like, you can click on Drop a Pin, and you can literally put that pin anywhere you want, right? So you can zoom out. Zoom in like this, and our initial pin is here. And you can see, as I'm hovering around, you will see my pin. Now, I don't want to put it anywore I already put it in here. So it's 16 kilometre radius. I want to lower this because it's a little bit too big, right? I want to do six kilometer radius, and I want to get people who are around that area who are interested in my service. And you will see my estimated audience size is quite low, 900 395,000 to almost 500,000. If you are targeting a brick and mortar location like a physical location, it's you don't have to have 2 million here. That's fine. Because you are literally serving. You don't have an eCommerce product. You're not serving the whole country. You're just serving a small area. That's fine. So these are the interests, and you can add some detailed targeting. Again, but I want to show my ads to all women and I want to use this algorithm to find more people. We don't need ad transparency. We don't need placements in this case, and all devices that's fine and Dandy. I will say next, cool. Now we're on the ad level. So cool, Facebook and Instagram pages selected. We are fine with the single image or video, and now it is time to add create form. First and foremost, let's add our creative. Let's say our creative is this random skincare brand, cool. Let's say this is skincare. Cool. And here, call to action, again, we want to learn more here. As I said, guys, you definitely do want to use the copywriting frameworks. But again, it will be too long for us to go over them. So let's turn off the overlays, visual touch ups, just keep the music on, text improvements. If you have a good copy, turn this off, and hence CTA keep it, animation turn off. And you already know these enhancements by. You, of course, want to change the story sized version to the story sized version. Just imagine this is an ad for a skincare brand, right? Cool. So we have our text type a headline headline, type a description description. Of course, you want to have proper description and headline here, but call to action is going to be learned more. I'm happy with that. Just double check the Advantage plus Creative enhancements. Cool. Cool. Now you have tracking. You don't have to worry about tracking because we are going to use instant forms. Let's go up. Cool. We have our destination and destination is not going to a website. Destination is going to be an instant form. Now we want to create a form since we don't have any form here in this Eticount. We're going to click on Create, and it is going to ask you guys, do you want more volume and more intent? That is really important. People think choosing more intent is going to drastically improve the quality of lets. It is not. The reason it's not going to because that is just going to ask them a question at the very end of the form, say this is the information you provided. Are you sure? That's it. Nothing more, nothing less. Just keep it as more volume. It's not going to change anything. Then you have sharing settings. Select who can submit and share this form. So open is good because people can share it with their friends. For instance, a 50-year-old lady Maria sees this and then she has a neighbor, Oh, we should go to this place shares, and, of course, want other person to open up that form and fill up their information as well. So we have flexible form delivery. So let's say you're asking five questions, and Meta might take out three out of five questions if they think those questions are going to be friction. And we don't want to give Meta that ability because that might reduce your cost per acquisition, but it doesn't really help us guys. Like, we want to have to control so we know what works and what doesn't so you're going to name your campaign here, and then we're going to say next. On right hand side, you will see what they will first see as a headline and description. This is the intro. You can turn on the grating and turn off the grating. And you can add a background image. Background image will start appearing from this position. So let's add a background image. It is going to be 600 by 600, and I will cover almost here as I show you guys right there. Let's add an image, a random image, let's say, and it's going to be a pull something from desktop. All right, this is just one random image. I want you to see how this appears. Again, the size is quite big, but you can crop this, but it looks square, it will appear and it covers this whole part, since it thousand 201,200 in size. But if you lower this, it will be 600 to 600, so it is a really big image. But if you make it 600 to 600, I will just covered this portion. I will show you how that looks in a minute. Cool. You can see it basically covers the half of the page, and I do not really put that in. Put that background image. Up to you if you want, you can Ev cover basically from here to here, totally up to you. And otherwise, if you don't, whatever your ad is, your ad will basically be shown from that ad, right, whatever they clicked on. And sometimes they might not show it based on the device they're using of the ad image. Then we have the greetings. Greetings will be I usually show my offer, right? So, get your nails done, get your nails done because I want them to I want to lead them with the offer that I have. Get your nails done like 99 bucks for first time clients, first time, client, right? Cool. So this is the main offer that we have. I usually instead of a paragraph, it looks so congested. I want to have a list, right? List will be one by one bullet points, right? Let's say 90 per let's say 50% discount on your second visit. Let's say free massage. I don't know what nail salons have these days, but free massage, offer ends, offer ends in let's say 15th of November. I don't know. Probably ends in that time. And then if they click here, act fast. Don't miss it. Don't miss it. Cool. So we have some bullet points, and they will say, you have the trust signals, and I definitely suggest that. These are going to be, let's say, you can see you have bunch more licensed, so it will show up like that. You know, you can put whatever you want here, right? So if you are, let's say, um, free estimates, if you have budget friendly, if you have put that in here. Those are like, free, free gifts given by Meta. I mean, you have to use them. They're not double checking these. If you're really minority owned, they don't double check that, right? If you like family owned, put that in here, they look good. Additional. You're basically building your lining page almost then you have the incentives. So most people give you their information, offer a rewards such as a free trial or a consultation. Here, if you have that incentive, let's say we have an offer here, right, $99 first time clients. So incentive name put that in here. This offer this offer valid till 15th, so we cannot put it in. We have 24 limits character limit till, let's say, till 25th, of November, cool. Disclaimer, you can put that in. This is optional. This is optional, as well. So how it works, I don't put that in here personally, products, and you can explain more about your product, the service here. You can add add more products from whatever program you have, service you have. You can put best sellers. If you have courses, you can put that. For instance, services, we can put show services, right? So we have our services. We set services here. Let's say we put an image of a nail, right, with nail being done, and we say, This is let's say nail polish, and we have a description. Benefits, you know, makes you look good, makes you look good. And we have the second service. Let's say, the second services, I don't know, pedicure, pedicure, and description, you want to put that description, you put that benefit in here. Whatever the benefit is, let's say pedicures, look sexy, look sexy, fresh feel. And then you put all the details in and ideally you want to put an image here. So it will look like this nail polish, and they can swipe, pedicure, they can swipe. So it's basically more information, and I definitely suggest you take your time and fill those up. Just for the sake of it, I'm just going to skip this, and we have social proof. Those are really new editions from Meta back in the days, we didn't have that, but 100% suggest you add those reviews. Amazing, amazing I reviewer's name, let's say Maria and whatever they said, I love Jim's pedicure. I love Jim's pedicures. Attention to detail is amazing. Perfect. So we have one, you know, a real testimonial. You want to put the second one in. Let's add our second testimonial. The other one is, let's say, Jackie. And she said, great price, great service, and closer to my home. What can I ask what can I t's, I cannot ask for more. I cannot ask for more. So again, we see we have one more testimonial and you want to add more and more here. Let's say we say next. Cool. This is the part we ask questions, right? What are those questions? So this is the contact information. So here, this is pretty basic. Please answer the questions below, and here we have the type of information we need. So you have the ability to collect email address. You have the ability to make certain things optional. I do not suggest if you are going to call them, of course, don't make it optional, and we can add a lot more. So contact fields, it could be Whatsapp number, street address, town city, and, like, physical address is important if you are in a brick and mortar location, right? So if they're in other side of the town, it doesn't make sense. But keep in mind, these also scare people off. They don't want to give their address to other people. Maybe you just ask a suburb, a postcode. That's it. Then you have user information, which we already asking. We have the demographics. You can ask about date of birth, gender, marital status, relationship status. Again, doesn't make sense for our service. Work information. If you are selling something related to that, you can ask that. For instance, software services do ask these a lot, and then we have some national ID number which we don't really care, and we never basically use. Cool. If those are enough, these are the basic questions that you ask, and these are going to be auto filled, basically. The autofill option will be available here for the users. Then we have the real questions that we ask, right? We can turn on a conditional logic based on if you answer this as this, you're not going to have any questions. If you answer this as that, you're going to have this question. I don't usually use it, but let's go ahead and check the common question, right? So let's add a question. We have one, two, three, and four options. You really do not worry about one, last two, and I definitely suggest you add the first two. As I said, you can have multiple choice, but these are really prone to people randomly selecting an answer, right? So let's say, I usually use this, what is your budget? If you have an agency service, let's say 02, let's say 5,000, right? So they have this budget, and then we have, let's say, 5,000 their budget marketing budget. What is your let's say marketing budget? Or let's say in this case, we don't need to ask a question about budget. Our example was nail polish. What service are you interested in? Let's do that nail polish. Then we have pedicure, nail polish, pedicure, and we click on this plus sign another answer comes up and we can say, let's say face massage. Let's say we have foot massage. Let's say makeup service, makeup service. And you have, let's say, a lot. You want to put all those in and allow people to select multiple answers make sense for our type of service in this case. Or if you want people to just select one, you just don't take this. If you make this optional, people can skip this question, which we do not want. We want them to answer all of the questions. And, cool, this is one question, right? That's fine and Dandy. And as I said, ideally you want to have three to five questions. So we're going to add one short answer question to assess if the lead is legit or not. So let's how did you hear about us, and you can answer that. So they have to answer that question by typing it in, right? You can see on the right hand side how this looks. They have to type in their answer. If they type in ACD, ACD, ACD, like a random if they type in random letters, we know it is not a legit legit request, right? And we want to add, let's say, a multiple choice answer, another one. And we want to ask, for instance, is this your first time here at, you know, Jim's Beauty salon, Beauty salon. Cool. And let's say we can have yes or no. Yes or no. And allow people to select multiple answer doesn't make sense in our case. So we have three questions already. What service you're interested in, we have this multiple choice, and we have this short answer. That is enough if you have a simple service just like this, like a beauty salon. But if you have a digital marketing type of service, you want to ask multiple questions, right? So if you want to get people to, like, actually call, get on the call, and properly assess if their quality leads, you can choose appointment request, right? So you have you can ask a question, and someone will be in touch to confirm your requested appointment. So you can say this question, let's say towards the end, they will see this, and let's go back to see that question. Actually, on the right hand side, we can navigate. So you can see this date range, right, select the date range and time. This is specifically for the appointment, right, appointment request. So let's say we say when would you like, would you like to speak to our representatives. Confirmation message. We will be in touch. We will be in touch a phone, let's say, cool. As we swipe this, you can see, when would you like to speak to our representative. They actually we will be in touch via phone, select this date. You can see they can select any two dates they can. W is good if they're busy professionals, if you're targeting. But I do not really pick this. If this is a really simple sale, meaning they you know if it's, like, a nail salon type of service, you don't really need that. This is more of like agency service type, right? I still do not suggest this. Like, salespeople have to call them anytime and follow up with them and basically chase them in that case. So three questions, that's perfectly fine. So we have all these questions. These are the required questions, and then we're going to say next. So this is important and optional. So you can pick any privacy policy page on your website and put it here. And if you don't want to link a privacy policy, you just untick this. And then we're going to say next. Cool. This is really important, guys. People use this, thank you. You're all set, and they don't know what to expect, right? If your team member is going to call every lead in 30 minutes, our team member will call you in 30 minutes. If you are calling from a number that ends with, you can say the number will the calling you is, you know, you can put that number literally 188x, x, x, x, x, whatever the number is, right? So they know what to expect. That is really important, guys. Otherwise, people don't know what to expect. Are they going to get the call next week, tomorrow? And let's say this, if you don't pick up, if you don't pick up, if you don't pick up, our team will try again to contact you because you input is valuable. So this is important, guys. You want to add that, right? Cool. That's it, and then you have additional action after they submit the information. What does that mean? So you can say you can go to the website from here and you put your website link. You can say will file. Lets say they have you can say this and upload a lead magnet or a brochure, could be, you know, information about our lovely service, could be anything about your business. You can put that or you can say call business. You can put your phone number here, which I do suggest on certain cases because you already have their information. And if they really want to contact you, bam you have they will have your number and they can call you and redeem a promo code, ignore this guys. If you have a reward for people with a promo code, they can use it, but doesn't make sense. Cool. Then we're going to create the form. In this case, let's say just go to the website. I don't want to put the phone in, and link will be, let's say, www dot Jim's media.com, cool, and now we're going to say create form. So the form is created. You can see this form. If you don't want to make any changes to your form, you cannot. So what you can do here is you can click on this duplicate message, duplicate icon, sorry. And once you click on that, you will see this pop up. Here, you can change as many things as you want. And once you make your changes, let's say, I delete this question and I say next, next, create form and a second form is being created. You want to make sure if you have, let's say, ten ads here, you want to select that second form in each of the ads after you make that change. Keep that in mind. This looks like this. As they click, they will go to your form. If you want to see how that form looks like, you can basically now we are seeing the ads. If you scroll all the way down, you will see the form. This is how it appears. We have this beautiful. Let's go. We have this beautiful budget friendly icon, family owned icon license license. Perfect. Get your nails done, 99 bucks, first time client, all this information. We have this offer, and then we have great reviews. And they will say, Oh, that is interesting. They will say next, and you want to see how that FRMOks click on the next slide. How did you hear about us? Again, that is great because they have to type something manually. They say next, and they have the other question, which we just deleted one question. We had one extra they say, we all have how did you hear about us like five times? That should be a glitch. And yes, that should be a glitch, guys. So we have, how did you hear about us like three times there. So let's go back to the old form. Let's see if that problem still occurs. Cool, it doesn't. Is this your first time at Jim's Beauty Salon, and you can see the other questions by clicking here? So if you are happy with this, you can just publish and go back and create a new form if you want from scratch. If I want to create a brand new form, cool. This is a brand new form, and I'm going to always go with open, but flexible form delivery, I don't want that. So I'm going to say next, you can create your brand new form from here, add your questions and privacy policy and ending. Again, privacy policy is not required, but that is how you end. So if you don't know where these leads populate. I will show you in just a second. What you need to do after you create this, you will need to go to Leads Center. Lead Center is going to be on your Facebook or you can navigate from Business Manager. Now we are at Facebook. On this left hand side, you will see all the pages that you manage. I will go to my page that I created. All right. Now you can see I am acting as this page. What I'm going to do on the left hand we are going to find the go down and Leads Center. If you cannot find it, no worries. Right now, you can see I don't see the Leads center. What I'm going to do, click on Meta Business Suite, and it will take you here. You can see this is a test. It looks like a test asking me to verify this, and I will quickly do that. Cool. We verify our information. What I will do on the left hand side, I will come to all tools, and from here, we will see the Leads Center. So as you go here, you will see all the leads being populated and you will say continue, all the leads being populated here with the answers to your questions, right? Their name, phone number, whatever the case may be. And they will be basically here. So I will just exit, and you can sample leads and mark them as completed, right? You don't need an expensive CRM. You can say intake, qualified, not qualified. That is another stage of that customer. So what did we say second time called time called cool. That is creating a stage. Now we can see intake, qualified second time called and converted, right? And then we can add another one by coming here at a stage. Let's say upsold, right? Let's say they're existing customer and they are upsold, some other products. And you can see all of them will be here. You can mark and assign certain leads to other people. Let's say you have another person edit here through your Business Manager, and you can say, I assign this lead to let's say Jimbo. Now, Jimbo has to call that person to actually call and convert, right? Another lead comes in, I assign that lead to Marcus. Marcus will be the person to take care of that lead. This is the part where everything happens. You can go to all tools or business settings, and from all tools, you have your leads center. This is where all the leads are going to be populated and hope that was clear. I'll see you in the next one. 88. Example of a Live Instant Form: Right. Now, this is the campaign. We have one active campaign, and what we're going to do, we're going to take a look at the form itself. For instance, we have the form, but we're not going to optimize towards that form. I just want you to see as we duplicate this and see what we have, basically. I'm just going to duplicate this form. You can see as we go all the way back, this is the form type. So as I said, I set this flexible delivery. Sometimes even if you duplicate this, they will automatically tick this on. I suggest tick this off first and you can see I left this as open. So as I say, next, I will see other options. But here, you can see, I enabled this customized solutions five plus years in business. That is amazing. And we have our offer, and I put our offer as a headline. You will see what I mean by this. And let our top performing Mlburn agents handle everything and only pay once we deliver. As, again, we have this offer here, a peer $0 upfront cost. In the previous option, as talked about this was like a nail salon. We had this first time client $99. Here, we set everything perfectly fine. We're going to say next call. We have this as a paragraph. Again, if you have multiple unique selling propositions, you can put that as a list. But in this section, I prefer to do it with using just a paragraph. We have our headline greetings, as they recommend. I also recommend putting that as we go down, we have some trust signals. Maybe we decide to add one more, but customized solutions, five years in business is pretty good for us. We have the incentives. I put the incentive down here, and I have nothing else. We can put how it works, products and social proof, but I didn't put that for this client. As we say next, we will see what is your time frame for selling your property? We have zero to three months, three to six months and six plus months. So this is a multiple choice question. We go down, we have the second question, which is a short answer. In this section, we have two questions only, but the second question makes us see how they will basically if they're a legit lead or legit interest because that is a short answer. As I suggest, at least have one short answer question. So if they type in random letters, you see they're not gene. As I go down, please answer the questions below. These are the town city. I put that intentionally because we need to know where their house they're planning to sell is because otherwise, if they are really outer suburbs than where the client offices, it doesn't really make sense for us to service them. This is specifically for this business. Phone number not optional. Full name, of course, and email address. That's perfectly fine. As we say next, we have a disclaimer if you want to put in privacy policy. We didn't put anything in here. So that's why this toggled off. We're going to say next. And you can see, thanks, you're all set. Our team will get in touch with you as soon as possible. Please expect a call. This is really important. They need to expect a call here so they know what is going to happen. The client didn't tell us like, we usually call them back in 30 minutes, 1 hour, 10 minutes. Since we don't have that data, we just said, please expect a call. That is really, really important. So this is one example. And if you just click Create a form, they will basically the form will be created and duplicated, and we put go to the website. Instead of, call the Business. On the website, they can fill out their information again. But we didn't prefer to have that call Now button because it's not their preference and they don't have enough agents live running answering calls. So this is one form example, and we are basically using just one form, and that's how you want to do it as well, and attach that form in all Ads. So in this case, if we just close this lead form, under this, we have a lot of active ads. So one, two, three, you can see almost we had 30 ads. Some of them are pods on the left hand side, some of them are active. But you can see all of them are using that one form, and that is the suggestion from my end hope that was clear. I will see you in the next one. 89. Lead Gen - Messenger Ads: Alright, boys and girls, as I said, most of you guys are not going to need this conversion location. You are going to be fine with instant forms, and website is a conversion location. But let's cover what you can do when it comes to basically super similar to engagement. But here, Meta will try to find those people who are more likely to convert, right? So we're going to say leads as always. We're going to say continuum. And this is the campaign level. Set your daily budget on the campaign level or atsAT budget. We cover these options. We're going to say next. Cool. Now we are in the ATSAT level. Let's say we are a creator business, and let's say we are selling, let's say, let's think about what we're selling. Let's say we're not a creator business, but we are selling moving company. Again, similar to what we had previously. And here in the conversion location, we have the instant form. So we want to change this to, as you guys know, on a single, now it's going to be Messenger. So everything is the same. We're just going to go all the way down and we have our locations. Let's say we are only servicing Melbourne in the city, like just Melbourne City, right? And we want to select Knob and Victoria Australia. And you can see, we will also show the ads to people interested in your cities, regions, and in those countries. We don't want that, right? We want to take that off, and we have a 40 kilometer radius. Depending on where you service in this moving company, we can limit the reach. So now we want to go up a little bit, and we will most likely think 18-years-old are not going to be moving, right? So we want to limit our reach a little bit, right? So we have these suggestions, so we can add some suggestions under. This is the control. This is the strict part, right? So we don't want Meta to go beyond that. And then we also have the age control. And let's say up to you if you want to set an age control as the minimum requirement. So show more control here. This is the location control, and we have the minimum age hip. So let's say we say, you know what, the minimum age should be 25. People younger than that, probably not going to be moving. And this is the suggestion. So let's say 65, they will be moving too, but I mean, more or less, I would say, a lot of people are moving in those age ranges, right, 25 to 47. Gender, everything. And here, let's say, moving, let's see what we have in the moving category. Moving company, delivery service. So people interested in that. And it's a pretty good audience that we want to target new house, new place. And this is an interest as well. We want to target that. And let's say we accidentally clicked one more. First time buyer doesn't necessarily apply to us. And starter home called. Maybe they bought the home. They want to move and cool. And there was a transport and moving at the very bottom I saw here. Let's see residential area, not this one, investor, no, no, no. Okay, transport and moving. This is demographic. That still applies to us. Cool. Here, even though we are targeting a small city is pretty big, actually, Melbourne, Australia is pretty big, and we have a really healthy audience size, even though we restricted the ages. So that is not the main purpose of this video. The main purpose of this video is we're going to go to the Adlevl and we're going to build a conditional logic. So we're going to set up the ad creative here, but the main thing is the message template. Since we are getting the lead in the Messenger, we want to create a brand new one. So we have created two here already, but we want to create brand new. So number one is going to be the welcome message, right? We will you we will like to know how we can help you. So instead of this, we want to be pretty upfront. Since you click on this ad, since you clicked on this ad, you are looking to move with a, let's say, prestigious company who look after your stuff. Let's get started. So we want to be a little bit more genuine here. We don't want to use all those templates. But again, imagine this is your headline, right? The name is going to be automatically pulled from their profile, which is also amazing. We cannot do that in instant forms, right? And the questions, Okay, now we want to add those questions. So this is a custom question. So if you delete this and we have this question, what town and city? Like, this doesn't really apply to me, right? This is Auto selected because we don't have any questions yet. So let's say I want to add a custom question first, right? Let's get those people to know or get them warmed up a little bit. Let's delete this town thing, and let's start with the custom question. So when are you looking to move will be an important question for a mover's company. When are you looking to move? Question mark, answer. Let's say we have ASAP means as soon as possible. And then we have another option here, right. Click on this. And then next question in a month. And then the next question next option, sorry, we have this button, another option. You want to see I have or two months plus two months plus. So we know this lead is not so urgent. So whatever they click, you can see, they go to the next question. Or you can say if they choose this as an option, the form basically disqualifies them or completes. The form ends, basically. So we covered this in the engagement campaign type, but here we want to dive deep here, right? So ASAP two months plus, right? So two months plus, whichever they choose. So except other answers, no, we don't want that, so they can select both of them. They have to select one of these options. So we want to add another question. A custom question. Let's say, or instead of a custom question, you know what? Let's delete this. And let's see if we have multiple choice here. So we have slide appointment request, the school, custom user information, address. We don't really we need the address, but not in a way that's, you know, where are you living so we have a slider here. So how would you rate us? Zero being four, five being excellent. Of course, we don't want to do that. And we have with this one, they can rate us with this slider, but we can use this in a different way. Or instead of this question, for instance, how urgent is your move? How urgent is your move? Question mark. Zero is not urgent. Five is very urgent. So this is how you can use this slider option. Not my cup of tea. I don't use that slider very much. And I have a click on Add option, and now we're going to ask a Oh sorry, we're not going to add another option. So we already have that question. That's cool. We want to add another question, which is going to be a custom question as well. So let's say, are you or do you have are you moving from a two bedroom apartment or plus, right? So that will basically tell us the weight of the things that we're going to move. Or is this going to be a one trip, or we can ask about the weight of whatever they're going to carry. Most people don't know the weight, but let's ask, are you moving from or where are you moving from? How many bedrooms are you moving? Let's say, how? Many bedrooms? Are you moving? Question mark, and let's add our options. One bedroom, and the next question is going to be two bedroom. Next question is going to be three bedroom. Next option is going to be, let's say, four plus, right? It's a big house. Cool. So you can see they have these options, one, two, three, four, and then cool, how many bedrooms are you moving to? That's all good. I just want to see why this appears. Okay, that looks good. Alright, perfect. So we are good with the custom questions. And with this type of with this type of qualification, guys, you can ask more stuff, right? What do I mean by this? Like, you can pre qualify them, right? Let's say, our services start from $100 to $2,000, if this is a digital marketing service, for instance, and they say you ask, what is your budget? If they say below 500, you automatically disqualify them. But for a service like this, like a moving company, it wouldn't matter. Now we get to collect the essential information that we auto collect on an instant form. Phone number that is important, but you can see, as I select phone number, you can see this is automatically selected. We don't want that. What is your phone number? Our specialist will contact you for more information. I usually include that because that is really, really important. I don't want them to skip. We have the answer validation, so we don't want that if there is an invalid number, so we're just going to skip that. I really don't want to have another layer of friction, user information, email address, call at one more address. That's address again, as we haven't asked yet where you're moving from. Maybe let's ask town and city and then let's not allow skipping. Let's add one more question, and that question is going to be, let's say full name because we're going to call that person, right? So we're going to ask some information. And we don't have to ask the rest of the stuff. So we are quite happy with all of these questions that we are asking, and cool. And we had that email question as well. What town you live in? That's all Good, email address. Cool. We're not allowing anyone to skip these questions. Perfect. And what's your full name. That's amazing. And you can change where they appear. You can move this to the top and then move this one at the bottom, up to you, totally up to you here. And now we have the completion message. Once you get to the completion message, thanks for your question. And we also want to do the same thing we did with the Instant forms. And please look out for a call from our team with a number starts with 1800, let's say, right? And then you can add a website link or no attachment. I usually suggest to add a website link here, put your website link if they want to gain some more trust, look for more information. That will be good for them. Gain more trust. Once you call them, they have a little bit more information. And let's add www dot Jimsmedia let's dot com. Let's put it here, and here visit the website, let's say. Site. And then privacy policy is important, and they will ask you to add a privacy policy. So if I save this, you can see they're asking me to add a privacy policy. What I did, I Googled privacy policy, guys. I literally copy a PWC's privacy policy template, and you can literally go with that. So let's go to our site. I paste it. Perfect, and I save it. Got it, cool. Now, it basically is created. Our form existing template. You can see our form is created. Amazing. So you can preview this in Messenger. If you click this, it will be sent to your inbox, and you can preview how that looks, right? So if I click here Preview Messenger, it will basically show up in my inbox. So let's take a look. Again, most of the functionality is not going to be there, unfortunately, but I'm just click and it will ask me see a message has been sent from Jim's Media opening Messenger on your phone. Again, ideally on your phone app for what your customers will see. If you open it on a desktop, it won't look like that. So if we preview the ad by adding a, let's say, image here, let's add an image, random image. Let's just imagine this is a moving company, and then we set this to original. Cool. Everything is looking nice and call to action is going to be send a message. Since the location is that's text improvement. Let's turn everything off. Let's keep the music only, and let's turn this off as well. No animation. Enhanced CTAS, we can have that cool. And, guys, this method also works really well with betting services, betting advice services. So I was working with a betting company. I mean, I really do not find ethical. But I mean, I was working in an agency, and it wasn't my agency, so I couldn't say, you know, like, I'm not going to work with you. It's not ethical, I know, but guys the guys were not ethical either. They were just, you know, selling betting tips to other people. But I want you to understand how they were using this conversion location. As send a message. And that used to work really, really well, and people were actually not using these automated messages. They were manually answering those people right away, right? So you can actually take over the conversation anytime you want. And that will basically send automated messages, so on and so forth, they pick whatever they want, and they can send you other stuff, like they can send you other texts, and you can send them back other texts as well. This is if they choose one of those questions, and ideally they will. But I mean, some people are not really smart, right? So they will ask whatever they want. So if they click Chat chat in Messenger or send message, they will basically see that chat we created. Again, like we had in the previous Instant form example, you cannot guys edit the chat, right? You cannot edit the message templates. You can only duplicate this. And once you duplicate this, you can see the full form appear like this, and you can change anything you want. Let's see the preview. So it will perfectly appear like this. Business chat Hi, Jimbo. Since you clicked on this ad, you are looking to move with a prestigious company who looks after your stuff. Let's get started. When are you looking to move ASAP, two months or whatever? How many bedrooms are you moving? One, two, three, four plus? Cool. What is your phone number? Our specialist will contact you for more information. They give the number. What is your email address? Test at test.com. Call. What is your full name, full name? Which town and city do you live in San Francisco? Cool. Thanks for answering our questions. Please look out for a call from our team with a number starting with 1800. That is important. So now, as we save, after you change whatever you want to change, that will be the duplicated version of that specific one. Right finish the semplate call, as you click Publish. Now you will be getting those leads in your Messenger. Alright, guys, hope that was helpful. We're going to see Instagram in a bit. 90. Lead Gen - Instagram Ads: Body in this section, we're going to be using lead campaign, but, but, but, but. So we're going to create the lead campaign. But the conversion location is going to be you guessed it right Instagram direct message. And as we covered, guys, previously, we want to go all the way down. We have the placements, and we have the enhanced enhance Advantage plus on enabled. And we want to control the placement here. So we have about placements, and it is automatically turned on. We want to say show more settings. And we want to platforms. You can see we don't want to show our ads on Facebook. Right? Doesn't make sense. People are going to be on Facebook and then they're going to click on a button, they will switch the app. That's an unnecessary friction. We don't want that. We just want to show our ads on Instagram. One app, they will stay on that app. All right. Cool. Now we come to the ad level, and this is going to be pretty close. You can see we can use the existing templates, not like the engagement. Engagement was a little bit different. But here we can literally use the same existing template here. So if I choose this and if I duplicate this or let's we have these ones or I can duplicate and edit. You can see it is literally the same form, same welcome message I can use, same conditional logic I can use for elite campaign objective Elite is a campaign objective. If engagement, it will be a little bit different, right? We won't have the exact same options. So that's what I like the most about Instagram. So you can use either or if you have way more followers on Instagram, that's the way to go. That is if you're Instagram content creator with ten plus thousand followers, I mean, that will be your holy grail, right? You will use that social proof instantly. That is amazing. But again, if you don't have that many followers or that many Instagram engagements, you can go with the messenger as well. Totally up to you. Again, one thing that I will consider is how many followers do I have on Instagram? If I have 10,000 plus, I will choose Instagram. But if I have 5,000, 1,000, I would go with Messenger or you can still go with Instagram. The results will be quite similar. This is the same. Again, you will see the messages initiated through Instagram in under results. All hope that was clear, guys, I will see you 91. What is Scaling: Everybody in this section, we're going to be talking about scaling. What the hell in the world is scaling? Scaling is basically increasing your budget in the simplest terms. But of course, there are reasons why we increase our daily budget in meta advertising. We increase our daily budget with a couple of simple goals. If we are a lead generation business, we want more leads and we are basically profitable at where we are, or if we are ecommerce business, we want to increase the number of sales So, eventually, we want to make more money, right? We found a sweet spot, and we say, Okay, meta as is working. Now I want to put more money in and get more money. But, of course, increasing the budget, we will hope we improve our performance, right? So how we can measure performance, there are core performance indicators as we covered. For ecommerce, it is either Rows or cost per purchase, so we make more sales. We put $1 in, we get better results return on ADSPE. Or we want more volume, as I said, sales purchases. If it's lead generation, we want to at least maintain the cost per result as we increase our budget. We get more leads. But of course, every time we increase a budget, we can expect a drop in cost per acquisition, if it's a lead generation or a drop in return on ETSpen if it's an ecommerce business. We always have to expect that guy. So there's no such a world. We improve we put in $10,000 in. We get $100,000 out, and then we say, Okay, this is going really well. We get ten X ROS. We increase the budget to, let's say $100,000, and we get, you know, $100 million. It doesn't work. Right, there's diminishing returns always everywhere in the world, right? And we will usually see a drop in efficiency. But the art of scaling is we control our aticon or spending or scaling in a way that so we don't see as big of a drop in the efficiency of our campaigns. So efficiency drop, as I said, is normal. So we have one scenario here. What is that scenario? Let's say we put $10,000 a month and we get $50,000 in sales conversion value, as you guys know by now. The revenue return that we see is purchase value or conversion value. And $10,000 is going to be our cost. This means if we divide 50,000 to 10,000, we will get the number five. That is our return on ASPE is known as ROAS, right? Let's say your profit margin for each product that you sell is $50, right? You sell a t shirt that is worth $50 on your website. The cost of that t shirt is $50 people can buy for 50 bucks, but your pure profit from that product is $25. Why? There's the cost of this t shirt, right, how you produced, the t shirt, so on and so forth. So your pure profit in that scenario, if you get $50,000 in sales, we have to divide that into two. That is your profit. What is that $25,000? But you spent $10,000 in ads. So we minus that $10,000 from that $25,000, which is $15,000 or pure profit. So, you say, You know what, Jim, with $10,000 every single month, I have a good number, good amount of profit. I have $15,000. I want to increase my budget. So that is scaling. You're scaling our budget. And you decided to up your budget to $50,000 a month. So what happens then? Again, you're not going to see that five x ROS when you increase your budget that drastically. So in a scenario, in that scenario, let's say, our now budget is $50,000 a month. And let's say ROS dropped to three X, meaning, so with this $50,000 we put in, we get $150,000 in sale. And our profit margin was 50 bucks, 50%, as we looked at, right? You're selling a product for $50, we are profiting, pure profit is $25. And now, since we made $150 in sales, our profit from those sales are going to be $75,000. And we've spent $50,000 in the meta ads. Our pure profit is going to be $25,000. Yes, the efficiency dropped, but we still maintained our profitability, and our profit month on month went up from $15,000. Now we're $25,000. So a lot of people freak out when they see that drop in efficiency, and they pull back, right? And again, if you pull back, your profit, overall profit that you see, is going to be lower and lower, and you will stay around $15,000. But if you embrace that drop in efficiency, you can make pure profit, $25,000, which is $10,000 more profit. You will see that amount spent from increasing $10000-50 thousand a month. You freak out and you see a drop in RoS. And a lot of people, what they do, they go back without doing this calculation and they decrease their budget back to where it was, and they stay where they are and they can't scale their profitability. In our case, yes, the efficiency dropped, but overall, what stays in our pocket increased. So we have $25,000 of profit. Right. In the next section, we're going to be looking at two separate scaling methods. 92. Horizontal vs Vertical Scaling: Boys and girls, now we are covering types of scaling. Number one, we have horizontal scale. So horizontal scaling is basically duplicating existing campaigns or ATSAPO you can add brand new ATSAT without touching the existing ATSD& campaign, right? Because you say, Look, Jim, I'm profitable, I'm happy, and you have two options. Either you increase your budget of that campaign or ATSeT which is called vertical scaling, or you can duplicate that working atSAT Don't touch it, and then have a separate aTSet or a campaign where you spend more money. So you might be asking, Jim, why horizontal scaling even exist if we can just increase the budget in our existing campaign, right? We go to our ads manager, our daily budget, let's say, $300. Why don't we increase it there, and we consider horizontal scaling? Because the madness behind because the method behind this madness is with every change we do to an existing adset or a campaign, we take the chance of decreasing the efficiency right away. So if we do any change at all, adding new ads or increase the budget, if we touch to existing ad set and do any sort of a change, we take the chance of messing up the performance because they have a perfect, stable performance. Algorithm understands what they're doing. And with that being said, advertisers came up with this method of increasing the total Daily adspan without touching what is working right now. So there was a saying where it was number one rule of Facebook ads, do not touch what is working. But now things changed, right? So let's look at horizontal scaling pros and pros and vertical scaling pros and cons. So horizontal scaling as we covered, we're basically duplicating whatever is working. And after we duplicate that, we can keep it as is, or we can add a different audience there. So number one pro, the impact on the learning phase, right? No impact is going to be done on the learning phase. So let's say you have one at set and that atset is working just fine. Performance is great. And if you increase the ad budget more than 20%, and the rule there is 20%. You don't want to increase the budget or decrease the budget more than 20%. If you do that, you get the chance. You have the nightmare of getting back into the learning phase, which is what you do not want. You don't want that to happen because the performance, the efficiency of that existing outset will drop. Here, as we duplicate it, don't touch it, basically. Existing aseT stays there. We create different version of it, right? So there's going to be no impact on that learning phase. And that is basically the whole promise of this horizontal scaling. What are the cons? You're going to have audience overlaps, right? You're going to be targeting the same people, and there's going to be inefficiencies in the audience targeting. Even if it's broad targeting, you have two aSts two broad targeting at sets, and you're going to have the overlap, which is a problem. And what is another quickest way to increase the budget. So let's say you have $100 a day, you're extremely profitable. Instead of increasing the budget, 20%, waiting four days, 20%, waiting four days, 20%, it takes a lot of time. And if you're really profitable, you want to take advantage of that situation and you want to go, You know what, Jim, Bam, I want to go hard, increase the budget. And when you decide to do that, you can actually go with horizontal scaling, and you can do that way faster. You can duplicate the same atset five times. And your daily budget was 100. Now your daily budget is $600, you're targeting different audiences, and you're not missing whatever's working at the moment, right? That is the beauty, and that's why a lot of people prefer horizontal scaling, but not anymore, guys. Like, I will talk about this as well. Now, as we're speaking, Meta ads after onramataUdate, they do not suggest horizontal scaling, and it is slowly dying, guys. This was really popular, but I want you to know what exists in the advertising world. If someone talks about if you work in agency in the future, if someone talks about that, now you have an idea. And this is becoming less and less popular. And one asset, the con of that is like you duplicate, duplicate, duplicate, right? If you were to have that amount of budget in one asset or one campaign, usually learnings happen in the asset level, not in the campaign. But let's say you have all of your learning, $10,000 a month per month budget in one asset. That headset is going to be way smarter and way more efficient of finding new audiences. But if you do horizontal scaling, you will have scattered all over the place, and you're not going to be able to be really efficient. And it's good for new customer acquisition. What do I mean by that you target brand new audience segments, you target brand new age groups in different ways, and you can actually tailor your messaging in Ds, and you can exclude all the people who visited your website in a brand new adset and you can acquire new customers. That's a good way of acquiring new customers. But what is the con? What is the negative of that? It will get really complicated. I've seen AD accounts like targeting only to add to cards, button purchases, only targeting social engagers, separate assets here and there, ten different campaigns, 50 different adsets, different promotion campaigns. It's a mess, and it's really hard to manage that AD account. And if you work in an agency, it will make you less efficient as an agency owner. Let's talk about the vertical scaling, which is my favorite, and a lot of professional advertisers prefer this method right now. And meta also suggests. This doesn't mean whatever Meta suggests on their website, we have to go with it. I'm not saying that, but this is the way that tends to work better. I've tested this, and again, now this day and age works way better. What is the pros? What is the benefits of this? So you're going to have no audience over. Right? We're going to have no audience overlap, but what is the con of that? Nodice overlap, yes, but it is going to take some time to increase, if you decide to increase your daily budget more than 20%, you will get into the learning phase. So what is the benefit or when do you want to use vertical scaling? If you're not out of the learning phase yet, let's say you're spending $300 a day and you are selling expensive products and you're not going to have a lot of conversion purchase data if you're selling expensive products. That will put you in a position where you're not going to get 50 sales in one week. That is quite normal. And at that level, if you're not getting 50 coercion events, 50 sales in one week, you're still learning. You're not out of the learning phase, right? And that once you're out of the learning phase, your performance will improve. So that will put you in a spot where you can actually do not care about the learning phase, bump your budget as much as possible. And at that scenario, once you get out of the learning phase, now you can be cautious of that 20%. You don't have to worry about getting into the learning phase because you're not out of the learning phase anyways, you're still learning. So you can bump the budget of the existing campaign to 300-600 to 900 if you're profitable. But it doesn't mean that you have to be out of the learning phase to be profitable as well. Keep that in mind. Learning phase is not, you know, now or never, you have to stick to it till that. No. Like, it is a good measure that you're doing well, and your algorithm is getting smarter and smarter and spending your budget more efficient efficiently. But if you're already profitable and you're not out of the learning phase yet, don't worry. You can increase your budget double triple your budget in a day or in three days, one week, whatever your time period is. But once you are out of the learning phase, now you're getting 50 conversion events, 50 sales in one week, 50 leads in one week. Now, if you're out of that, you have to stick to vertical scale and framework. What is that? Do not increase your budget more than 20% at a time. And the time frame that I suggest, every four days, 20%, every four days, 15%, every four days, 10%. I'm not saying you have to drop in terms of the percentages, but do not exceed 20%. That's what I'm saying. And what are the other positives, right? ATSet has a lot of data, right? If you increase, instead of duplicating constantly or adding new assets, you're going to keep everything in one at set, and the machine will get way smarter with the new Andromta updates, and they will know what type of creative style to serve to what type of audience. They are really, really smart. But after you're out of the learning phase, again, increasing 20% will be really slow compared to just duplicating five to six times one at set. It is going to be really, really slow. So yeah, you cannot exceed 20% budget increases. What is the other positive? It is easier to manage guys. I have some ed accounts. I didn't even have I don't even have a retargeting campaign. I have just one campaign, one headset, and we're profitable as hell. We cannot do better than that. Our row as is crazy, our performance is crazy, and the algorithm is really picking up, and it's going to be really easy to manage guys. Just imagine you're managing one campaign. That's it. And that's perfect. That's what Meta wants. And what is the con of that? So the frequency might get high and you might struggle to find brand new audiences cause Meta loves to over report, and they they will show the ads to people who are more likely to buy. So you have to be really smart in terms of the creative variety, and you have to make sure you don't pass 30% when it comes to there's a section where I'm going to show you in the later modules, what percentage of the budget should be allocated to existing audience. Have to set a limit there. Otherwise, it will become a really expensive retargeting campaign. And like, all in all, everything in a nutshell, what I suggest, guys, keep it vertical until you get to a point where you are out of the learning phase. After that, you can stick to vertical scaling 20% increases. But before that, you can just increase the budget however you want because you're not out of the learning phase. It's not going to mess up your learning because it is not out of the phase yet, anyways, right? Keep that in mind, this is vertical scaling. And in the next section, we're going to talk about how we can schedule budgets, how we can increase the budgets, not in a scaling way, but in certain periods. We're going to talk about that. I'll see you in the next one. 93. Budget Scheduling: Everybody, now we are looking at budget scheduling. So we have one campaign here. If you're using campaign budget, that budget scheduling will be in the campaign level. If you're using at SAT budget top, it will be in the At SL level. Since we're using campaign budget, it will be right here, budget scheduling. If I try to do it on the at SL level top, so I will come here, it will be right under Show More it will be right here in the AtSAL level. And let's say I want to add budget scheduling, it will say you entered a high demand period using Advantage budget campaign budget. So it's saying you're using campaign budget optimization. If you click on that, it will take you to the campaign level. So I cannot do it here because I'm using campaign budget. So I have set the campaign budget, not atset budget. Hope that is clear. Now let's go down, and we have campaign bid strategy. We're going to cover that right after this. But this is the budget schedule. So this is increasing your budget in certain times. And as I covered, I suggest having one big campaign and do not add any separate sales campaigns in one existing campaign. Let's click on this pens icon. So we have scheduled budget increases. So we are spending 50 to $40 a day, right? So now we have and increase schedule a budget increase. If you click on the drop down, we will see the upcoming entries, completed entries, meaning you had a budget schedule increase in the previous time, and you have budget increases that you had, you can see those here. So let's add a budget increase here. So we have spent our current daily budget is 45 bucks, and you are saying to Meta, in this time frame, increase our budget, starting from this ending at that time, increase your daily budget by $11. Not a lot. Not a lot, yes, it's like 20%, 10%. Increase your budget in that time period. Or you can say, You know what? Next from Monday to Tuesday, I want to increase my daily budget. Let's say, let's Monday let's say Monday to Wednesday, right? It's two days period. Instead of increase my daily budget by amount, I want to increase my daily budget by percentage, and I want to set, I want to increase my budget. I want to double my budget, right, in that given period. So instead of spending as we have $45, I want to spend $90 a day in that two days, right? Monday and Tuesday until Wednesday. So I'm happy with that. If I say publish in that period, I will have a budget increase. You can add another time period, right? Let's say you have another sale coming up in November, let's say Black Friday, let's say, early Black Friday sale, right? And you have one week. You starting on Monday, let's say, when are we starting this Saturday? And I want to end this on the next Saturday, one full week. And I want to increase, as you guys see, as I set percentage here, I am not able to change this to amount. So if you're doing two budget increases back to back, you are not able to change this to a amount. Let's say I want to increase it by 200%. Now you can see my daily budget will bump up $235 a day from $45 a day. And as this period ends on the ninth, I will be back to my current spending. So instead of adding a new campaign, instead of adding a new asset specifically for sales, you're not really bothering with that. You're saying, Look, I have an existing asset or a campaign. That is working quite well. Instead of taking the chances of adding a new campaign or an asset, I want to do this. I want to capitalize on that. If you have, let's say, Black Friday sale or a cyber Monday sale, a specific sale period with unique creatives, I do not suggest this. Why? Because you will need a separate set of creatives for that type of sale promotion period. And for that to happen, you don't want to pause or mess up with your existing creatives. So that's why you want to set it up on a separate campaign or an atset because you don't need any learning in that brand new campaign because it is a short burst of a campaign. The campaign will not be able to learn one week, two weeks, seven days, four days, three days, such a small period. That's why I do not suggest doing this and set up a separate campaign burst it. Anyways, I will do just fine. Such a short burst campaign. And you might be asking, Jim, that's fine and Dandy, but why do we even use this budget schedule? That's a really good question. If you are not planning to add new or different variety of creatives, meaning Black Friday or Cyber Monday, if you're not planning to do that, and you have some sort of high seasonality, in that period, let's say you're selling ovens, right? Ovens, but you don't have a sale, right? You don't have a specific discount. You don't have a Christmas. But in that period in that weekend, usually you see a spike in sales. And you say, C, I want to capitalize on that spike of sales. I want to increase my budget, daily budget in that period to this amount or short sale promotions. Again, you're using the existing creatives. I do suggest that, but if you want to use a specific set of creatives, have a specific campaign. So let's say you have a larger market push. What do I mean by this? Let's say in your industry, something happened. Let's say, there's going to be a shortage of the products that you're selling in a month. The government had a brand new law of some sort, right? And you want to burst that in that period, or you have a Industry news update, right? There's a data breach happening. There's something happening in your competition, right, competitions market. You want to capitalize and write the wave. Increase the budget in those timeframes time frames. Let's say, you know, Trump is doing an announcement on the next weekend and you are selling something about crypto. There's going to be a lot of buys and sells and whatnot, right? And you are promoting a crypto trading platform. And you want to boost your budget there because there's going to be a lot of people buying and selling stocks during that Trump's announcement. And you want to waive the industry waves, right? Let's say there's a huge meta ads updates happening or SEO update happening. And you know that is going to take place, and a lot of people do a lot of research about that. And if you run a Facebook ads course on Facebook ads, that will make you a lot of sale. Or if you do an SEO course and you want to promote that in that big SEO update, a lot of people searching for, Oh, what is this new Google update that is changing a lot of things in SEO, right? Or you have a, you know, Chachi PT dropped a brand new SRA two or VO three, a brand new, you know, model that enables you to create beautiful videos, right? If you have that and you are already selling artificial intelligence education courses, you want to write that wave. You want to increase your budget during those, you know, the first week of that announcement, first month of that announcement with your existing creatives, right? If you do not need creatives, you can use that method. That's what budget scheduling is. You can do it by percentage, you can do it by um as I said, the amount, value amount, and that is all you have, and you have up to 50 guys. So hope that was clear, and I'll see you in the next. 94. Meta Ads Bid Strategies: This robust call is a little bit different than Google Ads. So if you want it's not based on percentages, guys, what do you need to know about this robust call. So let's say you've been achieving 2.9 Robot, and you want to guide meta to achieve a higher robs. And if they can't achieve that, they won't spend your daily budget right away. So, let's say we want to go and aim three robot. So you want to set three here, and this will automatically put this dot, and it will have some decimals. So if you're confused, you can click this information icon here. You will see this about OvaSGal and they will give you an example here. So if you want your budget of 100 to result in at least 110 in purchases, meaning you want 1.1 rows, you want to put 100 here. So if you want your ROAS goal to be three, you want to put 300, zero. Basically, whatever if you put three here right away, if you delete this, and they will automatically put 33000. So basically, this is your ROAS. If you want your RAS two go around ten, and you click here, they will put these three zeros here. So again, you should be achieving around nine rows in the last 30 to 60 days, so you can have a rows goal like this. So if your average rows in the last 30 to 60 days is around two, return that span, and if you put ten rows here, Meta will basically be like, What the hell are you asking of me, right? I cannot achieve your Rows goal. So I will try to find that perfect person who will buy a lot of stuff. So that will really restrict my ability to find the people that you're looking for. And with that being said, Meta will not spend most of your budget, and you will struggle to spend anything here. So hope that made sense, guys. The RaScll again, I do not suggest using a rows call. And if you have a really good amount of data in your Ad account out of the learning phase, you can guide Meta to achieve a certain rascal. Again, there are certain scaling strategies using these bit strategies. They're a little advanced. We will cover that in the upcoming modules, but I don't want you to get confused. You can do really, really well without touching those bit strategies. I cannot stress this enough. Those bit strategies are available to but I really urge you to not touch them because a lot of people struggle scaling when they have a goal, either a ROAS goal or a target CPA goal. Again, it's really hard to scale with these. Do not consider them unless you are a really advanced Facebook advertiser. So I hope this makes sense. Now you know how they function basically, and we have a bit control, which is another strategy, which is not leveraging any of the machine learning of meta. So this will basically work if you select maximized number of conversions, then you will select your coercion events as purchase. Then this will basically give you the secondary option, which will be bit cap. So this is, let's say, we set a cost per results goal as five Cool. This is our cost per results call. Then we have multiple selected. Click on this pass icon, and now you will have this default version, cost per results call. Then the third option, which is the second option here, which is BitCap. So this directly controls how much you're bidding per auction. Meaning, you're actually taking away all of that machine learning of meta, and every time you pay a certain amount, you get into an auction, right? So this is really good if you know your lifetime value, and this maybe one in 1,000, right? One in 1,000 Adcunts I see this being used. It's really old school strategy, and I definitely do not suggest use this, especially after the Andromta updates. So meta doesn't like this, and you will struggle a lot. So you're basically saying to Meta, I'm willing to pay $10 for every cost per thousand impressions. This is the CPM bid, by the way. So this is cost per thousand impression bit. You're not bidding per click. You're bidding per cost per thousand impressions. Keep that in mind, that is really, really important. And once you set your bid cap here, D will basically control your how much you bid for that cost per thousand impressions. And if you bid really, really low on some cases, you might not get into the auctions. And if your convergent event is purchased, this is really, really important. And purchase conversion events and you are using a sales campaign objective, that is going to be really competitive. And with $2 cost per thousand impressions, it's not going to be really, really good for you. Hope that makes sense, guys. These were the bit strategies overall, and we can cover how you can try to scale with these bit strategies in the upcoming modules. And again, if you're not really advanced, do not worry about that. But in the next section, we're going to get really advanced, and I will show you how to scale using these bit strategies. Alright, I will see you in the next. 95. Advanced Scaling With Bid Strategies: Right, now it is time to get really, really advanced. Alright, what we're going to do? Let's say in a scenario, I'm willing to spend and increase my budget as much as possible with just one condition. My role as has to be at a certain point. This is one advanced scalic strategy. So let's say let's go to our campaign level. We have our campaign budget of $45 a day. So I'm saying I'm willing to spend 1,000 bucks. Only if I achieve a certain row. So we have to have one conversion location, not multiple, maximize conversion value, so I'm saying, I have to have a certain RAS target, right? So that Rowas target, now, in this case, we have to create a new asetRight now, we cannot do it, right? So let's create a brand new ASAt. Let's X out of this. And now we're in the SEL level, we're going to say create. We're going to say test two. This is a new scaling at set, right? We're basically doing a horizontal scaling. We have to switch this to single location, say website. And it will be number maximize value of conversions. Cool. We go down. Now we have the rowS goal is being editable. Now we can add it to this. I'm saying, let's say in the last 30 to 60 days, it's a good benchmark to look at of your rowS I've been achieving 2.9. I'm saying, I'm willing to pay. So I'm willing to pay $1,000 a day, spend en hundred dollars a day, only if I achieve a ROAS of three. So that is number one. I Meta will probably try to achieve that some days, it will start spending 100, 200. And if they can achieve that, they will try to find those optimal audiences for you to achieve your ROAS goal. But that might sometimes mean they will show your ads to your existing audience. Keep in mind. So when you're using your ROAS goals, while you need to do, you have to calm down. And you have to exclude the existing audiences. Otherwise, Meta will say, Cool, the only way I can do that is to show your ads to your existing people, and I want to boost my roles as much as possible. So you have to be smarter than Meta in that way so you can exclude your existing customer and people who dit to cart already. So what are you going to do Look, meta, you can show your ads to the ads to people who've seen the ads, visited the website, but not my existing customers, not the people who edit to cart. So we have to come down, and we want to exclude certain audiences. We have to say switch setup. Now I want to come here to save audiences. We have the controls. We can exclude these custom audiences. Click on this. And now I have you previously created people who added two cards, right? For instance, 180 days purchased existing customers. So I want to exclude those people. Maybe if you want to exclude, you can exclude website visitors as well. So once you add those exclusions, you can come here as you select your OAS goal as three, little bit higher than what currently is, or you can say, You know what? I know I'm going to spend more. So this is going to be a little bit unrealistic scenario, right? They're probably not going to achieve and not going to spend so much. The more realistic scenarios, look, I'm spending 45 a day now. I'm willing to spend $1,000 a day. So Meta will love that, right? So Ma is getting more money from you, and I'm willing to lower my ROS to two. So now I'm achieving 2.9, but if I'm spending thousand and you give me to ROAS, I'm still happy. So if you do that, Meta will, of course, try to spend the amount that you set. Most likely, they're not going to be able to, but give it a good two weeks with that strategy, and they will try to achieve that goal for you. And that is a really smart way to do it. And I do not suggest if you have a certain, let's say, ecommerce store, and I do not suggest playing around with scaling with bit strategy or Cos per result goals. So Cos per result goals only work well if you have lead generation. So let's take a look at that. Alright, so we're in a lead generation account, and now we're going to say leads. We're going to say continue. So this is a brand new campaign. I ideally usually set this in the CEP aset level and create a new AdSeT in the same campaign if I want to scale like that. So I will set my daily budget to 1,000, and Meta already knows what I usually spend, right? So my auction is going to be my campaign objective is going to be leads, and I'm going to say, go to the next section. I'm going to click Next So cool. We're in the Cool, in the atsL level. The conversion location again, has to be single one, so not multiple. We're going to say, let's say, instant forms in this case, cool, and we're going to select the Facebook page. Cool. Now we have two options. Maximize number of leads or maximize number of conversion leads. So unless you are fitting the data of the leads, whoever converted that, and let's say you're getting 1,000 leads, maybe 100 of them converts, and you have to have ideally 10,000 ish leads, and you will have, let's say, 1,000 of them converted, a good chunk of data to fit into it, so you can use maximized number of conversion leads. Otherwise, stick to this one. Maximize number of leads. Cool. We set that. Now we can actually set a cost per result goal. You can see the reason we're not able to set this because we are using campaign budget, and we need to set it on the campaign level. So let's go to the campaign level. Once we go to show more options, we have the campaign, and we have the campaign bit strategy. So we can change this here as well. We have the highest volume right now. If you change this to let's say CP instead of campaign budget to AdSeT budget, you can do that in the asset level as well. So let's say we're doing it on the aset level, Cool. We're at the ATSAT level. You can see now I can edit on the atsAT level. Maximize number of leads is cool. Now we're going to click on This Bad Boy. Now we are setting target calls per result. That is going to be really important for us. And the way we scale this, let's say we are spending 100, $500 a day. Now I'm telling Tamera, Look, I'm willing to spend $5,000 a day. That's why I'm setting my daily budget. Since this is atSeT budget, right? I'm saying I'm willing to spend let's say, $5,000 a day is a huge money and like, not a lot for big accounts, but this is a significant amount of money, considering what we're spending in this account currently on only if, if you can get me a cost per result of, let's say, we're getting $50 leads, and only if you get me $60 leads. And I know that is a little bit higher than the current result. But the amount of budget increase is drastic. So we are taking this into account. As you guys remember, from the scaling modules, there's going to be a drop in efficiency. If you said, you know, we're achieving $50 leads, and if you get me $45 leads by spending $5,000, it is a little bit going to be hard and most likely they will basically stick to spending whatever you're currently spending. So keep those in mind. Try to be realistic, keep into account that meta will lose efficiency as they scale the budget. So that is a great, another way of scaling your bits. And again, you have the options to choose the BitCap, but I definitely discourage you to use that bit strategy on the BitCap because it doesn't really work when you're trying to scale and use the andromta machine learning when it comes finding those sweet spots and being able to scale. But again, these are some advanced tactics. There's a huge caveat here, guys. If you want to use cost per result goal or maximize conversion on the ecommerce, there's one really important thing that is you have to have significant conversion action in your At account. What do I mean by this? I'm not talking about open you started your account and you have, you know, 100 conversions in your lifetime, 100 leads, 100 sales. Those are not enough. You have to consistently be getting. That's why learning phase is important. I would suggest to even bother doing this, you have to have, I would say 100 conversion actions per week to set those costs per result goals. If you're not there, but you're telling Meta, I'm willing to increase the spend if you achieve that, you can test it. I do not recommend because the default bit strategy of meta is already really, really good. I've like 99% of the counts I've seen in my lifetime are not using those bit strategies. They're sticking to the default version. And the winners are basically created when it comes to the creative strategy and the at Corpus strategy, not those bit caps, cost caps at all. So I'm shoving you so you know you can test it on your AD accounts. I sometimes use those advanced scaling strategies by shoving Meda what I could spend if they achieve a certain amount of cost per acquisition or a row SCL, then sometimes Meda delivers. But the lowest cost the default bid strategy works extremely well. So keep that in mind. I hope that was helpful. See you. 96. What is Attribution: Everybody in this section, we're going to be talking about meta as attribution, really important topic, little advanced, but it is really important that you know this, right? I've seen many advertisers do not have an idea of working agencies. They still don't know what attribution is, but they still successfully work better. So you don't necessarily have to know it, but it is important. So you look like you know what you're talking about. That's why it is important. Attribution essentially is understanding what leads to sale. Basically, what meta credits in terms of which ad, which click, which view led to a sale. There's going to be with your brand, a person might be interacting with your brand maybe 100 times. They will see a YouTube video, organic YouTube video, they will see a meta ad, they will see a Google Ad. They will see an organic Instagram post, they will interact, maybe at least seven touchpoints people are required. Usually there was a research done, at least seven touch points people required before buying from a brand, it could be seven ads, it could be seven anything, but people usually interact with the brand before they buy. It is really rare that you see something and buy right. I mean, maybe you have, but you probably don't remember seeing those ads, right? And most people think if someone clicks the ad and buys directly, that is the only time Meta attributes a sale or a lead. However, it is not as simple as that, right? So if it was the case, it will be super simple, there wouldn't be any attribution models whatsoever, right? If I see an ad, click and then that click right away, leads to a sale or a lead, super simple, no confusion. However, it doesn't occur that way, right? It doesn't always happen in that simple of a line, right? We have different scenarios. So number one thing that we need to know is click through attribution. This is important. When someone sees your ad, and then after that, maybe it takes one day, two days, doesn't matter, right away, they buy that. That is basically click through attribution, which is the most reliable form of attribution, and Meta uses a combination of these three, which I'm going to explain in later modules. Then we have a view through attribution. So it counts to conversion. If a person sees your ad, but they don't click. Yes, that's correct. It might sound absolutely bunkers, but if a person sees your ad, but they don't click but they type your website into Google and they buy or they see your organic, let's say, organic video ad on YouTube. They buy through YouTube. However, they saw your ad that day. Meta will say, You know what? I'm taking taking that credit to myself because they seen my ad in that date. That is basically view through attribution. They don't necessarily have to click, right? And then we have engaged view attribution. This is only available or this only matters on videos, right? It's basically engaged views are counted when a video is played at least 5 seconds or 97% of the total length. If it is, let's say, shorter than 5 seconds, right? So if it is 5 seconds, it will count as an engaged view. If it is shorter than that, they will have to watch 97% of that. Ideally, you don't want to ads that are shorter that 5 seconds, anyways, so you will most likely cover that. And a person watches that don't click, but they buy through some other means, they will still count that. You know what? This is engaged to you. I'm taking that credit to myself. So we also have an attribution window. We know the types of attribution, but in what date range that is going to matter. That is really, really important. So Ma looks back and basically has a window of a conversion, and they decide, Okay, if someone clicks the ad, but they click today, and one year later, they buy, does it still do we have to still credit Meta? And they say, You know what? We have to draw the line somewhere. And they draw the line on seven day. Right? Usually, it is seven day we're going to look at other options, but the default is seven day click and one day view, right? Those are the default options. So if a person clicks, let's say, let's look at the scenario. Now you're running ads on Meta, but also running ads on Google. That's where things get a little hairy, right? A user clicks on a Google App, right? They click on a Google Ad. The same day they buy at the same day of that purchase, they also see your Facebook ad Meta Ad, but they don't click, right? They don't click. They end up buying that. And what happened in the platform? I'm asking you, think about it. So what happened what happens is, basically, both platform will take the credit. Why? Because the default on meta is one day view. In the next section, we're going to dive into really specifics in terms of what are the option in each day or each conversion window or each attribution window. And we're going to look at click through what are the options, view through what are our options, engage view what are our options and when or which type of businesses should use which type of attribution models, right? So we're going to look at that. And in this section in this scenario, basically, both platforms will claim the credit. And you will be confused when you look at that, right? You see one sale from meta and one sale from Google. Who the hell is telling the truth, right? Then it gets confusing. And now in the next section, we're going to look at that and how we can actually navigate our ads in that confusion. But if you're only running ads on meta, you don't have to worry about it. You're not going to have that confusion. But sometimes meta will claim credit just because we have that attribution window, seven day click and one day View, and Meta will take the credit of your organic ads or email ads, right? You send an email, let's say, to your email list, and at the same day, they will see a video of yours or an image ad, or a carousel ad. And they will see that ad. But what will Meta do? You know what? They seen my ad, but most of the work is done by email. They click on the email, they buy the product. From your email marketing efforts. But since we have that one day view here, meta will also claim that sale. So if you add email sales and meta ad sales on top of each other, it won't add up to what you see in your shopping file, right? So that's why it can be problematic. And in the next section, we're going to dive deeper. It is right if this is not making sense right now because we just scratching the surface. In the next section, it will be so claim. I will see you. 97. Attribution Settings & Scenarios: Guys and girls, now we're looking at the attribution setting. Let's take a look at metas default attribution window. If you go to your meta ads and we are going to do that, don't worry. You will see this attribution setting, seven day click, one day engaged view, and one day view. This is the default, unless you have a really good reason, I do not recommend touching it. So now we're in meta ads and you can see here right under the ATSAT level. So we have under the ATSAT and once you start running your campaign guys, you cannot change this attribution setting. You can see you will see the attribution settings right here. You have your conversion location, performance goal, go down, and you will see the attribution setting. So if you hide it, you won't be able to see. Have an attribution model, which we're going to keep it as standard. Incremental is quite new. We're not going to touch that for now, and we have show more settings. As we do show more settings, you will see attribution settings, which is the default seven day click, one day engaged view, and one day view through. So let's go back to our presentation and let's dive deeper. Alright, so let's move on. So let's look at attribution options for click. So if you click on this dropdown, you will have two options. Number one is the default version is seven day click. The second option is one day click. Let's give some examples. A person clicks on your ad today, and four days later, they buy from a Google ad. You will still attribute that ad inside of meta. You will still see one purchase, one conversion. If it's one lead, you will see one lead. If it's Lead Generation, if they click on your ad today, they don't do anything, close the tabs, everything, restart their computer, everything, and then they come back six days later, we are still in the seven day window here, they buy your product or service and on the seventh day. So they will still count that as a conversion. So keep that in mind. I will come to my suggestions later on now we're seeing the options. Then we have the engaged view. Keep in mind engaged View is only available for video ads. So if you don't have a video ad, you don't have to worry about this. So you have two options for engaged view. One is one day. The second one is none. So you can turn this off by clicking None. Engaged view meaning if they watch your ads and you're like, You know what, for my business, I don't really care if they watch the ad and they buy somewhere. I need them to click on my ad and go to my website, so I want to be really, really accurate. If you're saying that, you can turn that off and you are going to be a little bit more accurate when you are counting your conversions. Because this one can really make things hairy. What do I mean by this? You're going to see really inflated numbers in meta ads when you use this default op. Of course, meta wants to, you know, show off their performance, how Meta Ads is doing great. And they want to take, you know, your Google efforts, like how much you're spending on Google Ads. Cause think about it. Meta is a business as well. Google is a business as well. Vast majority of the revenue are coming from advertisers like you and me, right? So that's why they have to show themselves as, Oh, we're doing a great job. We're driving the sale. So they are introducing the engaged views or different attribution models like that. Then we have the view through. So this will be there as a default, and you have two options with that as well. So if you click on this dropdown, you will see one day view and none as well, just like the video ones, right, which is engaged view. Then this view through will be available for statics, for everything. So this is, I suggest keeping that on if you have an ecommerce business and we're going to look at some scenarios. So scenario number one, right? A user clicks on your meta Ad. You're running an ad, they click on your meta ad for free consultation on Monday. But they don't fill out the form on the Landing page or you have a website. They don't fill out the form until Friday. So keep the days in your head. So Monday till Friday. So five days. Your campaign uses seven day click attribution Window, the default one, and we decided, you know what, we don't want to turn on the one day click, sorry one day view and one day Engage view. We just using seven day click. And the question is, will Meta count that as lead coming from Monday as a click, right? As a lead, basically, right? So let's recap again. So, Monday, they come in. They click on the ad, come to your lining page, but they don't fill out the form, right? On Friday until Friday, but on Friday, they fill that out. But they come through a different link, not through your ad. Is that counting as a conversion? My question is that. So I'm going to give you some couple of seconds. One, two and three. If you said yes, you are right. The reason is the conversion happen within that seven day conversion window. So it's attributed to that click coming on Monday. So if you think about Jim, then, if I look at yesterday's performance, then my under report, is that correct? You're absolutely right. Because what we want to do is, let's say you you ignore the last seven days, basically, because your attribution window includes seven day click. So a lot of people are clicking yesterday today and the day before, they will probably or might buy in the next three or four days, right? Keep that in mind. So the most healthy data is when you exclude your last seven days. Keep that in mind. So let's take a look at another scenario. So a shopper sees your ad for your selling sneakers on Tuesday, but they don't click on your ad. Keep in mind, they don't click. The next morning, Wednesday, they search your brand on Google, and they buy those sneakers. Your campaign uses a seven day click one day view attribution. So will Meta take the credit for that sale. Keep in mind, we have This is happening in 24 hours, right? So sneakers on Tuesday, they see the sneaker ad on Tuesday Tuesday night, let's say. Never buy. Next morning, they're still in the 24 hours window. They click on Google Ad, your brand on Google Ad, find your ad like they find your business on Google, and they buy and if your business is using Seven Day Click One Day View, will Meta take the credit here? If you said, yes, you are right because the purchase happened within 24 hours of the person seeing the ads. Even though they didn't click on it, again, there's one day view commercion window. As I said, if you don't want that to happen, you can turn that off. Just have seven day click. Another scenario, let's take a look at this one. Someone watches 15 seconds of your real ad for a new perfume on Thursday. The first interaction is happening on Thursday. They don't click, but they visit your site directly on Saturday and buy. Let's take a look at the time frames. Thursday, and this is Thursday, then you have Friday, then we have Saturday. They're going to be almost 2.5 days, right? And your campaign is set to seven day click one day view, and one day engaged view, which is default. If you're running an ecommerce campaign, if you don't change anything, this is your default. Wilmea count that purchase. I'm giving you 3 seconds. So look at this Thursday to Saturday. 12, three, if you said no, you're right. Why? Because the conversion happened two days after they engaged outside of that one day window that we have set or the default meta set. So meta won't attribute it to its. So let's take a look at the takeaways. What we can learn from this. Like, if you are not so experienced and you don't want to be confused and your only advertising channel is meta ads, you don't want to change this. Just run ads and get some experience. Let's say you're running campaigns for an ecommerce business and you have some experience. You understand met ads, you play it around, spend some money on ads, and you have an ecommerce business. Stick to the default version seven day click, one day Engaged View, and one day view. That will not mess anything up. That's fine. If you're running campaigns for a lead generation business, you can use just one day click. No one day engaged view, no one they view, one day click. That is absolutely fine. But, but, but, it is okay to use default for Lead Generation if you are only advertising through one channel. So we looked at one campaign together previously, the previous videos, and we were using the default option, seven day click, one day Engage view, and one day view. And that was attributing perfectly fine. Why? Because we only had one advertising channel and we didn't have an organic presence. So most likely, most of the leads that are coming were going to come from Meta Ad. So we didn't have a discrepancy of what Meta is saying happened and what actually happened. Maybe there's just one lead discrepancy. But if I were to have another Google Ads campaign, another TikTok Ads campaign, and a huge email marketing running at the same time, I would definitely switch that lead generation campaign to one day click, which would be most accurate because people don't think a lot about, should I leave my information? Because they're not putting their credit card, they're not buying something. They're just putting their name, email, phone number. That's it. That's why one day click will work good. If you're using Google Ads at the same time, let's say TikTok ads at the same time, keep in mind. Then it will be more and more accurate. But if you're using one channel like I'm doing for that brand that we looked at and just one instant form campaign, do not worry about it. Just go with the default. One advertising channel is totally fine. Alright, hope you had fun. This is Meta adds attribution. That's all you need to worry about so far. Don't get confused, and that's all you need to know about. Meta ads attribution. See you in the next one. 98. Budget Allocation: Everybody in this section, we're going to be talking about, how should we allocate the budget mainly on the retargeting campaigns? Because that is going to be the main thing that we are splitting two separate campaigns, and it doesn't have to exactly be you have to have one type of funnel campaign as we covered. You get a bunch of different types of funnel campaigns for testing purposes, for scaling. Again, my preferences are more consolidated campaigns, but I showed you different campaign setup examples. So this is all of your sale campaigns. If you have an awareness campaign, which I don't suggest, but I mean, in certain cases, you have to if the client requests let's say you have a top of funnel campaign for an awareness campaign, and cool, that is all top of funnel. Then you have a bottom of funnel campaign, right? Ideally, on one re targeting campaign, but that bottom of funnel should include everything that consists of, you know, middle of funnel, bottom of funnel is a stacked one big atset which is going to work the best. And Meta will find which audience will actually benefit from what type of objection handling in your ad. So what is the ideal allocation? So different ways that we can look at it. And I will show you how to do that in specific periods. Let's say, Black Friday, seasonalities, after Black Friday, the split will change. Before Black Friday, the split also will change, but this is a general rule. Let's say there is no sale, nothing going on. It is just your status quo. Meaning that is the thing that you do basically, like when there is nothing going on. Ideally, allocation is around ten to 20%. I've seen it go as low as 5%. I've seen it personally, I run no retargeting for some clients. I've seen it go as high as 40 for some brands, unique circumstances. But again, ten to 20 is a healthy range. But there are really two important metrics that will determine how much we allocate the budget on retargeting campaigns. Number one, is frequency, how frequently we show our ads to those people, it is a metric in meta as that we can see. The other metric is return on ad SPAC. You're going to look at that as well. Let's take a look. So the frequency is a metric that some clients, they might know meta ads and they will see this frequency and they will say, Jim frequency is about three. We're going to freak out. So when you look at your frequency metric, if it is under two, this is basically for you to understand, and we're also going to navigate how you can actually manage those conversation with the clients because some of the clients are going to know frequency. Some of the clients will see their ads as you're running them, and they will think they keep seeing their own ads. So that is how you navigate that conversation as well. I will show you. But let's understand what is a good frequency, bad frequency. So under two for a retargeting campaign, this is purely for retargeting campaign. With the under two frequency is not enough, right? So that means that is not a proper targeting. You might show your ad to a person who interacted with your brand. Yes, that might be correct. But that doesn't necessarily tell you that person is exposed to your ads enough times. Then you have two to 5%, two to five, not percent there. Healthy and it's good. I like this type of frequency, but my personal preference is on the higher end of this range because you will see most of your broad targeting campaigns will hover around if you have a quite healthy budget with four around three to four frequency. Which is totally normal. Meta thinks those audiences need a little bit more touch points, so they show the ads a lot more times than they used to they tend to do because those audiences are deemed to be buyers, so they need a couple more touch points, and Meta is basically showing your ads to those people. And if it is not about five, do not freak out. Do not freak out and say, frequency is high. Let's revert everything back because eventually the frequency is not your end all be all metric, right? We look at profitability. Are we making money in the business? Are we making money from Facebook ads? And if those answers are right or yes, and having a five frequency, we shouldn't really cry over that so much. Then we have five to eight frequency, which is aggressive. But I sometimes like it because certain products require a little bit more touch points than others. And I've seen many brands, and I've usually I am a person that thinks that people need a lot more touch points to be exposed to those products, retargeting. Because when I consciously look at my Facebook feed, and Instagram feed, and I note down how many times I see an app. So I calculate my own frequency for a certain brand. And every time I decide to buy something, it is in a week's time. I see that at 15 times, right? So we're talking about ten plus frequency in a week. So do not really worry about this frequency metric so much. So five to eight, still, it is aggressive, considered too much by some people. But you want to add more creatives. If you have just one catalog at there, yes, that could be a little bit aggressive and people will get bored. But if you have different messaging, different objection handling in your retargeting campaign, that is not a problem, guys. And ten plus, we have the risk of fatigue, and we can expect to have a rising cost per thousand impressions, which is the CPM. As an extension, we will see a rise of cost per click. Then, of course, not a lot of people will click on our ads. The CTR will be lower. And let's take a look at some scenarios when we should be worrying about certain things, or the frequency or profitability. Let's take a look at this example. So frequency is high. But as we increase the budget on our retargeting campaign, let's say, 20% of our budget is on retargeting, right? Frequency is high or around, let's say seven, right? And then as we increase our budget on the retargeting campaign, we make more money. At that point, you shouldn't be like, Oh, my frequency is at eight. I'm going to lower this, put all my money into top of funnel. You should not do that. Increase you can increase the retargeting budget allocation to 30% as long as you're making. Again, there's going to be a period where you increase the retargeting budget, you are going to still be profitable. But your top of funnel, like the funnel will be empty, meaning you're going to be shoving more, more, more to the existing audience pool, but you're not acquiring new customers. That will be a problem that you might run into with this strategy, but you can keep it going for two months. If your average or let's say, if your average order value is below 150 bucks, that shouldn't be a big problem. Let's move on. If the frequency is under two, which is a really low frequency, and your ROAS is under your is less than your top of funnel campaign, you want to increase your budgets for a good while, at least two months and sit at a four frequency for two months. I would suggest at least a month and sit there for a while, right? Because usually, 90% of the time, your bottom of funnel campaigns should be more profitable. You OS in your bottom of funnel retargeting campaigns should be higher than your top of funnel campaigns. That is just simple reality of meta ads. There's no other way. Like, it's super rare, super rare. And when that's the case, most likely, what's happening, you're just spending maybe $100 a day. If you're spending just 100 or below 100, yes, you will like that won't apply to you because your budget is really, really small. But in most of the advertisers, you're going to be more profitable in bottom of funnel. And the only way that you can attack this and see if you are going to you're going to make good money in your bottom of funnel campaigns, is your frequency is too low. Like, that is not a proper bottom of funnel campaign. You want to get it at least at four, increase the budget to get it at least four to five is a good range. Let it sit there, let it maintain there for a month, at least, ideally two months and see how your profitability. Your role as ideally be higher than your top of funnel campaigns. And then on a new brand new account, that is another point really important. Do not start a retargeting campaign right away. If you have a list of people who engaged with your brand, let's say, the Adcount got shut down, they have a huge list, 1,000 people, yes, then you can do it. But if it's a brand new Adcount, they haven't run meta ads, and they don't have a huge list. It's not like a massive business, then you want to wait at least two months till the funnel fills up because there's no people and the pixel is brand new, and that is how meta actually gets those people. These are the people who interacted with the brand. These are the people who watched our ads, these are the people who edit the cart so on and so forth, right? And if your budget is too small, we kind of briefly covered this, but below three K ish, which is kind of like $100 a day, you don't have to have a retargeting campaign. And many examples I've seen. I've run ads for many brands, and even if you have a retargeting campaign, it wouldn't be so great unless you have a huge social following. If you have a really big social media and you don't have a big budget, that is a unique case where I do recommend a really big retargeting campaign. We might cover that in a later video, but most of the cases below three K a month budget, do not recommend don't even bother having a retargeting campaign. Also, do not exclude your worms from your top of funnel campaign, core campaign. That should be one big campaign, trust meta and test creatives. That will be that. And in some instances, as we covered guys, your client is going to come to you and say, Jim, we want to have we need to have top of funnel, if it's a big brand and they really do not care about the return at span for meta ads, and they come and say that to you. We want to have a top of funnel, middle of funnel, bottom of funnel and at this stage, as I'm recording this, we have one client like that, specifically required to have an awareness campaign here, a lending page click campaign, and a bottom of final campaign. We ran with this, right? And you're going to have some clients that are going to request us and we covered how to handle that type of conversation, and you want to state what the initial result goal is, right? Initial result is sale. And this whole structure is not going to result in more sales. You're going to see an initial drop in performance. But if your client is Coca Cola, for instance, I mean, you're not going to make the money by driving ecommerce sales for Coca Cola, right? They need awareness campaigns. That's how they run. The business model is different. Then you want to, of course, consider this type of funnel breakdown. Let's take a look at two Ad account examples. Number one, let's say they are using the literal campaign objectives as we covered. Top of funnel, they're using awareness campaign objective. If that's the case, in each stage and they're using the respected campaign objectives, this is the ideal you can lower this ten to 20% and increase by ten to 20% and vice versa with all the stages. But awareness objective usually 30%, I do not have wouldn't recommend higher than 30% because those people, even they come to the bottom of funnel, they complete the stage, let's say come to your website, and then those people most likely are not going to buy from you, but just keep that in mind. If you want to have a top of funnel around 30%, then middle of funnel will usually use a traffic campaign objective. And if you're using that 40% off your budget will be good there, and then the bottom of funnel, then this is the part you're using the sale objective. And that could be 30%, little higher than 20 because this is going to be the only campaign that is using a sale campaign objective. That's why this is a little bit higher. And most of the traffic campaigns are going to drive sales, but your rows will be around 1.5 to two. Again, not great. Awareness campaigns, return on ad spend will be below one if you use the awareness campaign objective, and bottom of funnel will be really high, like five to six to ten depending on the budgets, of course. And then we have the second ticon. This is a better idea. If you ask me, we have a top of funnel sale objective. And you actually get that campaign to act as a temple funnel by excluding everyone who interacted with your brand. But you still using a sale campaign objective as we set up the campaigns, you're still saying, I want purchases. I want a sale campaign objectives a campaign setup, and I want my performance goal to be sales, right? But maximize conversions. That is the goal. If you say that, Meta, well, actually, oh, you know what? This guy wants people who haven't heard of his brand before, and he wants to get people who are more likely to buy in the future. And if you're using that type of strategy, I suggest having a 60% ish budget, a really big chunky budget here. Then in the middle of funnel campaign, you will target people who visited your website, viewed your ads, and interacted with your Instagram. But still, you're going to use a sale campaign objective. And your performance goal will be purchases. Again, this is a big distinction here. We're still using the similar final stages, but campaign objectives are different, performance optimization goals are different and we use this style of a setup only when the clients request it. And then on the bottom of funnel, again, we're targeting the people who, you know, added to cart, initiated checkout, but didn't buy. And this can be as low as 10% because these are already using sale objectives. So I hope this is making sense, guys. So far, This would be the ideal setup or budget allocation for these campaigns for these campaigns. And I will see you in the next one because the next one is going to be really, really good. We're going to be talking about how are we going to how we're going to allocate budget? How we are going to prep for seasonal activities? I will see you 99. Planning For Big Seasonal Campaigns: You guys, this is in my opinion, is the best part if you are an advanced Facebook at Marketer, or you have some experience, but you haven't ran big campaigns like Black Friday, you haven't prepared for these type of seasons. This is going to be really good. We're not just going to cover. Of course, Black Friday, we're going to cover different seasonalities. This part is going to be really, really fun. Take notes, take pen and paper because this is going to be really technical. Oh, let's start. So what are some examples to seasonality seasonality campaigns? Number one, Black Friday, then followed by Cyber Monday then boxing day. These are really common. Boxing Day actually, I think, happens right after Christmas. Then we have Christmas New Year's, company's birthday, could be anything that you come up with as well, right? They're like, seasonal campaigns that are well known to everyone, or you can just create our CEO's birthday sale. It could be a random sale that you can create. Mother's Day, Father's Day, you know, everybody's Day, could be anything there. Valentine's Day is a really popular one. End of summer end of fall, end of spring, end of winter, you can come up with anything. Product launches are also big ones, and there's some brands. I'm working with a brand right now. They do a different product launch every single week. Again, if that's the case, that wouldn't really suit that. But most of the cases, people have product launches every quarter, then it's a different story. Then we have an Easter sale. That's a pretty big sale. After pay day is a specific season, a sale day where after pay is being promoted, and a lot of people have discounts. But of course, you have to have after pay enabled on your store so people can use that and pay later. Back to school, if it doesn't apply to your business, you don't have to run it again. Most people will pick five to six of them and run sales there. Then we have end of financial year. Then we have Halloween here. Then at the very bottom, hope you can see this, we have Click frenzy. Click frenzy is also really big. But what are the hottest ones? These are the ones that you're going to really write the wave guys. Even if you don't have a big sale, 50% or 60% of, even with a small sale, you can write the wave of the psychology of these people are going to be in those periods they're ready to spend, right? They're going to be, Alright, this is the time that we spend money. Black Friday is the biggest one, guys. Like, even if you have 5% off, that is the maximum you can do, still slap a Black Friday logo on your creatives and let them run. Again, you're going to write the wave day. Then we have Cyber Monday. That is also really good right after Black Friday, people still in the buying mood. Boxing Day is huge. Click frenzy is also huge. At the end of financial year is a little bit different in terms of psychology, but people are still in the buying mode because they oh, you know what? I will buy this and I will write off a tex, so I don't have to pay as much tax as I used to because if you're selling, like, games and stuff, it wouldn't really apply. But if you're selling anything that remotely remotely relates to a business, you can really benefit from that because end of financial year, people say, Okay, you know what? I'm going to buy this microphone, and I'm using this microphone for my business, and I will just write off his tex. So this will be deducted from how much he's going to pay for his tax return, right? So let's start. This is the seasonal campaign. I'm going to make it a little bit bigger so we can look at every single bit. So let's take a look at this number one stage. So stage is what we do basically. And then we have the timeline, we have the focus and action items. Let's start. So strategy and planning. Let's say we have a Black Friday campaign coming up. And we want to start this strategy and planning starts almost two months prior. Yes, you heard it right almost two months, eight to six weeks before we start. Then we focus on building the foundation of this campaign. What do we do? We start auditing the past data. So if you have a new AD account or you've been running that AD account, you look at how was the last Black Friday? What was the funnel? What did we do? So what products are we going to have in the factory or if it's a preton demand, are we going to run into any issues? Just cover the basics. Align the offer budget goals. Talk to the client, how much you have in terms of budget? We need to start planning. That is really, really important, guys. And in the last minute, the client might come back and say, Jim, we had something happening, you know, we're going to have the half of the budget. And your whole funnel and you spend days into that funnel, and it will go to waste. You don't want that. Then we have warm up data and then we have warm up and data gathering. That is really important, as well. So that happens one month and a half is before. So here we want to fill up the pixel. What do I mean minus? So we have this pixel, and people come to the website, purchase, and so on and so forth, right? But before one month and a half before, what we usually do is we get people excited about that event. But what we do we run traffic related campaigns to get a lot of people as possible into our funnel. So you know how we can target people 180 days. Of course, this is going to be what? Maybe 45 days, right? We can still cover them. You just fill that funnel up anytime. But what we do, we get those audiences in the pixel ready to target when Black Friday comes. So what we do, again, you can launch an engagement campaign because those are going to be cheap campaigns. Traffic campaigns are great idea. So we fill up that funnel, right? We can test creatives. We can test certain creatives. Oh Okay, this one did really, really well. We can aggressively test creatives here. And then the fun part comes offer testing and teaser. So this is three almost one month before and two weeks before that range. We offer pre test. How do we do that? So we test the offer. We do a pre X Y Z sale. We do a random sale. We allocate a certain budget here, and we test a Bogo offer. What is that? Buy one, get one. Or we test a certain percentage of offer, right, to a certain number of people. You can do that offer on a certain town only. Let's say, you're in United States. Back in the days, they used to test copy like that, right? They used to have let's say you have a big New York newspaper or you're just going to email not email, of course, back in the days, they don't have emails. They used to mail them all direct response copy, right? Like, on the newspaper ads and stuff. They used to test by sending a batch in New Jersey, and then they see the performance. And depending on the performance, make the big sale By big release in New York, right? New Jersey was the test test location, basically. You can do that in let's say in Australia, New South Wales, Victoria, the biggest states. And I can do a test campaign in Northern territory, right? It's a smaller place, smaller state. So I can do that there. Test one by one, get one offer and one percentage offer. I can test different percentages as well, right? 20%, 30%. Which one gives me the highest ROI. And also we can do an email teaser and we can do organic countdown posts. And also, we can run those posts as an existing posts, selecting them. We can say early access campaigns in our main area. This is in our main area, email teasers, running countdown posts because we don't reveal any of the offer, right? We just test the offer in a small area. We just test it, right? Something off, you have a specific campaign and you have a buy one get one or buy one get two, By two get one, different offers. You don't slap a Black Friday offer, test the appeal. Which one does better. And you say something big is coming in the email teasers. You say, you know, I don't know how many days that is like three weeks, 21 days till the amazing biggest Black Friday that we've ever run and so forth. You give them email countdown give them an early access whip access to the Facebook ads. You can run in Facebook ads getting people's information. Instant Form campaign, it could be an Instant Form campaign for a ecommerce brand, for instance, right? It will be a whip list for you. Then we have the main launch. This is the part where we go nuts, guys. This is one week before you can start your Black Friday campaign. Let me one week before the Black Friday, you can start running actual ads, and then you can finish five days after. Then the goal will be basically full conversion focus that we will know who actually reacts and what is our, you know, winning offer? Is it buy one get two, buy one get one, a certain percentage of offer. Then here, it will be all conversion campaigns, no traffic, no awareness, nothing whatsoever. We kill everything, we go all in. We shift 80% budget to conversions. We run urgency related creatives, right? Black Friday is by now, you have limited time, and we want to use really high frequency for the bottom of funnel. You can go about ten here. So I said 4010 is ideal because some people are really sensitive not to show their ads as much as possible. But if you want to make money, guys, I mean, most of you are. Most of you do want to make money. You can go as high as 20 here. It's a Black Friday campaign. You're going to run it for a week. Just make the most of it. Again, we don't want to shift more allocation in terms of top of funnel, bottom of funnel. You don't want to shift more than 30% to the bottom of funnel here. I'm just talking about the overall frequency. And then we have, let's say, Black Friday is done. We still want to milk that sale. Post sale, one or two weeks after that sale, our goal is retargeting. Now we have a huge audience who we got them to buy some stuff. So people didn't buy, right? Like, not everybody bought your stuff. Some people just didn't buy. They edit the cart, visited the site. They didn't like some stuff. I will just go down below so you can see, Alright, we want to run post purchase upsell and bundles. What does that mean, guys? That means, let's say you bought, let's say, a T shirt. Why don't you buy a pair of jeans? We still have a certain percent offer for your like, for these people whoever bought some stuff, you know, in the Black Friday. Then we can re target non buyers with extended offers, extra 5% off on the existing 20% off, extra ten. You know, you can add or, you know, tailor some of those existing offers. You can run a thank you or UGC ads to collect testimonials. If you liked it, please email us, blah, blah, blah, and you will get a bunch of testimonials from them. You can use that data, whatever you learned from that offer from that specific big Black Friday campaign to run it on your evergreen offers. What is an evergreen offer? It's your everyday sale, everyday campaigns, right? You're testing the fin ads, and you will see some results, as well. When we did this text on text overlay on this lifestyle image, it did quite well. Why don't we do that in Christmas, for instance, right? You can test it out. Alright. This is basically what we did in the seasonal campaign prep. Alright, so let's move on and what we have in terms of creative and copy checklist. So we have the category here, what is that we're going to test, and we have the creative and copy. So on the visual side of the creative and copy, we have to get 20 to 50 as ready. Different variations. I'm talking about we looked at the ad creative variations, right? I'm not talking about 20 different static ads, and they're all call out benefits. No, different variations. UGC, product demo, lifestyle, straight offer. You want to have 20 to 50 and each variation could have, ten different variations of different background color. You want to have 150 to 200 depending on your budget. Guys, Alex Hamas was talking about, you know, offer book launch. I don't think they have a really good media team, but they tested they recorded 1,000 ads just on MD thousand different meta ads, they recorded. Think about that. And their budget, yes, for a short period, maybe 2 million, $5 million in terms of ad spend for a short period. That is little high. Yes. But for an everyday Black Friday campaign for $100,000 for that specific period, you want to have 100, 200 ready to go. If your budget is lower than that, let's say you want to spend 20 K for a Black Friday, you want to have at least 50 ads there. Design Black Friday themed frames. What are those? We're going to use those for catalogs. I'm going to show you how to do that in the later module. We're going to use those themed frames for catalogats. And it will basically put a twist into our catalogads. We want to create, of course, square and vertical version for each of them. We know that by now, and we want to include text overlays into existing top performers as well. That will give you extra extra variety, basically, right? Members only early access to your top performance in the existing top performance, adding extra text then to copywriting. So we want to write four offer angles. We want to add as much urgency as possible, as much scarcity as possible, and we want to a exclusivity, right? Different angles. We want to also add those as well. We want to include time based call to action. That is important. Ends in 24 hours, they need to have a reason. Even if your early access ads, they need to have a time based call to action. We want to have short form and long form copy. We want to test. Both of them have to urgency time based cull actions. So you want to add dynamic variables to the catalog ads. You know how we can add those dynamic discounts like product names, product description, and the price. We want to add those dynamic variables into our catalog ads. That is also important. Let's cover LeningPage. Not a lot of people spend time on it, but we want to have a dedicated sale learning page. So you can have some theme on top of your shop. If it's a service based business, you can still have that. Black Friday off three months free search engine optimization for a digital marketing agency or a cleaning business, one week free cleaning, if you sign up to our cleaning services, whatever the case may be, you can add a countdown timer, trust badges and reviews, get them ready, if you don't have, get it prepared. And simplify the checkout flow, guys. You're going to have a lot of traffic. You don't want them to be actually facing a lot of friction. Let's take a look at some common ecommerce offers. If you have ecommerce business, you can steal any of them, use for your business, and let me know how that actually works. So we have the category. Again, we have the offer strategy, and we have how it works and why it works. So tier discount is kind of confusing and not my favorite, but I see this all the time. And for a Black Friday campaign, it will flop. I mean, this will do well for a any other type of campaign, but not Black Friday campaign. Black Friday campaigns should be really simple. To the point, simple, I see higher end brands going for this to increase their average order values. This is basically 10% off if you spend $50 and more. If you spend $100 and more, you get 20% off. If you spend $200 and more, you get a bigger discount. The goal is getting a higher cart value and that ends up increasing the average order value and hence a higher lifetime value. Free gift threshold. I like this one. This can work with a higher end brand like Louis Vton and, you know, whatever, or of course, Louis Vitan wouldn't really make sense, but higher end jewelry brand, or a low ticket product, right? Spend $100 to get a free gift worth 30 bucks. Of course, you don't want to say 30 bucks if you're a higher end brand, but always free gifts are great, guys. Like, perfume samples, they're great. It doesn't cost much. Small perfume samples, guys, right? It could be a pen, it could be any small gift. You don't have to mention the price. If it's an expensive gift, yes, you want to mention. Simple upsell trigger tied to spend. That's how it works, and that's why it works. And everybody loves a gift, right? You know what? Not a free shipping, but for an extra gift, it could be a T shirt, it could be a pair of socks. I'm excited. I would definitely increase my catch value. So that is one that I really like. We have early access and VIP drop that is really, really good before the big sales campaigns and 24 hour exclusive sale for SMS and email subscribers. So you might be thinking, Jim, this is a meta ads course. Why are you talking about SMS or email subscribers? The reason we're talking about this because we run an instant form campaign or get people to our website to subscribe to our email list, specifically for this offer. So we get them to our website. So we basically not aiming to get them to buy something, we're just increasing the list of our email marketing list or SMS list, right? And the goal is to build first party data here, right? That will be our ink that list will be ours. If Meta Ads Banz as, like, rejects our Econ, disables our Econ, in that happens. Look, Meta ads shut down completely, right? Like they just destroyed your building, and all the pixels, all the servers are gone. And you have your list on your website. You can choose another advertising platform, right? That will be your list. You can email them. You can SMS them. You can call them as the owner. Oh, I'm the owner. I really appreciate your support to our brand, blah, blah, blah. Like, you can do anything. But if you rely on Meda's Pixel to retarget them, if Meta is destroyed, you're gone. And that's why we do that. And that is really common one, and I really like it. You want to do this before Black Friday, though. It's just like getting ready for Black Friday. Mystery, discount and gamey fight offer, I mean, this is becoming quite common. I don't have a certain feeling. I do not dislike or like this. I'm neutral. And sometimes I use it for some brands. If they have it, I don't hate it. Eel spin or reveal your discount. You know, those al spins like on sites, you get a random discount out of ten to 20% or 5% to 20%, or you get nothing. Most of the times they get something, but to enter that wheel spin, they just have to enter the email address. But some brands, they do it without the requirement of the email address or phone number. So it basically adds the engagement or pre purchase hype. Then we have Bundle and save By one Get one free. I like this one. Increases the average order value, increases the cart value overall. By two, get one free or build your own bundle. People like to buy a lot of stuff, especially in bundles. If they get one for free, that is amazing. That increases your cart value right away, and it is way easier to grasp. Look at this. By two get one or buy one get two, buy one get one. For free. Build your own bundle. So easy to grasp. But look at this first one. This is confusing. 10%, 50 plus, 20%, 100 plus. Think about the most I think the average American has the reading level of fifth grader. So if you think about that, you don't want to confuse the audience, right? You want to be as simple as possible and most of them can't do a simple simple call like and most of those people that you're going to advertise to, they cannot do a simple calculation in their head. So think of it like that. How can I make this as simple as possible and easily understandable as possible? Your offers has to be like that. Then we have at the very bottom post purchase upsell. What does that mean? Show them another product. Increases lifetime value. How that happens. They buy a product. We run as an ad, a different product to those people. We can do it via catalog ads or you can do it as an email offer. You just bought this, but you want or you can do it with click funnels, and it will be a separate offer. And again, it doesn't have an advertisable offer, I would say, but after they buy, maybe for the second time purchase, you get a certain discount, which is a classic post purchase upset, wouldn't run this specifically for Black Friday, but should be a part of your funnel. And let's take a look at the budget frameworks. How do we and why, how do we actually use those budget allocations like our previous section that we covered the common retargeting, top of funnel, prospecting and re targeting. How do we basically allocate budgets? Preseason, what does preseason mean? Basically, pre event, pre Black Friday. This prospecting means top of funnel. You know it by now and re targeting means bottom of funnel. Before the events, we want to go as top of funnel as possible, 80 to 70 to 80. We building the funnel as we talked about, getting people's information, building, training that algorithm. And when the main event comes, we want to have, you know, 50 to 60, yes, we want to maximize conversion, and we want to still do prospecting. And I sometimes see this guys 70% here, 30% here, but you can do anything you want here. I personally do 50 50. Sometimes it could be a little bit higher. As I said, I don't worry about it too much if the retargeting frequency is a little high on my main event. And then post event is huge. That is the only time these one to two weeks after the Black Friday sale, you want to have as much money as possible on your retargeting bottom of funnel campaign. 70% guys. Think about it. Huge. Like, if you're spending $10,000, let's say, $1,000 a day. Your $700 a day will be on your retargeting campaign. So you're basically getting those spillover conversions. A lot of people addi it to carts. A lot of people visited your site. Some people didn't buy, and most people didn't buy, right? And some people bought, but they want to buy another thing. So what you want to do is as much as retargeting, as much retargeting as possible, sometimes 80 to 20, and then you rework back after two weeks of milking that sale. So that is a golden strategy. Use that and let me know how that works.