In this video
I'm going to give you a complete tutorial of the Facebook Ads manager
So you can master Facebook ads by the end of this video. So I'm going to show you guys the ins and the outs
everything that you need to know whether you're running your own business and
You're wanting to leverage Facebook Ads to generate more leads make more sales or if you run Facebook ads for clients
You have your own Facebook Ads marketing agency or something like that
I'm going to show you guys how to leverage the ads platform
To take things to the next level or let's say you're completely brand new your total beginner
And you're just wanting to learn about Facebook Ads
Whether you're looking to start your own business or start a digital marketing agency to run stuff for clients
Then we're gonna be able to break all that down for you today
And if you guys stick with me here to the end of this video
I'm going to show you a
simple strategy that allowed me to spend just $356 on Facebook advertising and
I made $4,000 back out. Okay, so that's over a 10x ROI or as known in the Facebook marketing community it is
ROAS, which is return on ad spend
So with that said guys, let's jump onto my computer so we can get to the first steps to you mastering Facebook Ads
alright guys
So before we dive into the Facebook Ads manager
There's a few key principles that I want to be able to cover with you here
So if you've already got some background in Facebook ads and you kind of know some of the basic terminology
key words all that stuff
you can jump ahead a little bit into the video to where we actually dive into the actual Facebook ad manager and
We're going to set up a Facebook ad campaign with you, right?
So for everyone else that is kind of like just completely beginner and new with this stuff
Let's talk about the Facebook ads campaign structure. Right and this cheat sheet right here
You guys can actually download a hundred percent for free. I've got a link down in the description
As well as the top comment. I'll pin it up there
So you guys can go through download this and follow along with me as we're going through this and along with this
I've got a free Facebook Ads mini course
We cover things like the Facebook pixel custom conversion look like audiences all these different things
In more detail than we can get to you in this video
but with that said
So we've got our Facebook Ads campaign structure, right? If you look at this little image right here
It's kind of like a little bit of like a pyramid where you've got your campaign
Which will show you guys here in a second once we get into the actual ads manager?
But this is where we're choosing our campaign objective
so what that means is do we want to go through and promote a video that we have for our company and
get a lot of video views get a lot of people seen our marketing message or
Do you want to just a lot of people clicking to our website?
Do we want to go through and generate leads. Do we want to make sales?
Do you want people to like and comment on our Facebook posts and share it?
so that's kind of where where we go there and then at the ad set level this is where we are choosing our
Targeting so who we actually want to show our ad to do we want to show it to our local community?
Some with a specific interest or people just like our current customers or clients. Whoever might be
Well also at this point choose our bidding or our budget
so basically how much we want to spend every
single day on our ads or we can choose a lifetime budget and then the actual ad this is
Basically what your potential client or customer is actually gonna see on Facebook now
You've seen these before they're in the right-hand column if you're on desktop during your newsfeed, this could be on Facebook
It's on Instagram and people are scrolling through they see that little sponsored post and that's where we're actually gonna create that post right there
Ok, so just kind of coming through here. You can see on this cheat sheet
I've got more of these details as far as all this stuff goes
Now let's talk about the Facebook pixel for just a quick second before we dive in now
This is absolutely key to having a successful
Facebook Ads campaign. All right
So basically what the Facebook pixel is is is Facebook's way of tracking
Everyone that visits your website that interacts with your Facebook page that becomes a lead that makes a purchase all those different things
So what it is?
It's just this little piece of code and I'll show you guys how to set it up here in just a second
It's actually really not that hard if you can copy and paste
You could we make this happen
But it's a little piece of code that you put on your website
And once you get it on that website then Facebook knows, okay
These people have actually visited
this
Person's website or you can put it down them through the sales funnel or based on how you have kind of like your lead generation
or sales funnel set up Facebook can track and see who's actually become a lead or someone who's actually
Purchased an item from you. So this is super powerful
The name pixel actually comes from back in the day when all of these marketers were going through and tracking people that visit their website
They didn't have a way to really go through and put a tracking mechanism on the back ends
So if you think about an image, it's like 1,000 by 1,000 pixels
So what they would do is they would make a really tiny image on their website and it would just be one pixel by one
Pixel and that was the way to go through and track everyone that has visited their website and the name kind of stuck
And so now you've got the Facebook pixel and all these different tracking mechanisms that it's just called the pixel. Okay, so
This is gonna be super huge
and this is one of Facebook ads biggest strengths compared to
Google Ads in my personal opinion because they've gone through and been able to create a wave not only track but also find other
Customers and clients and leads that are just like the people that have already visited your website and have already become
Clients or already become leads in your database. All right, so this is huge right there
now custom audiences
They are tracked using the Facebook pixel or we can import custom data into the Facebook Ads manager
Which I'll show you guys how to do all of this here in just a second
But basically what you can do is you can go and using the Facebook pixel
Trap every single person who has already visited your website and then tell Facebook
Hey, I want to create this custom audience
So then when you go through and tell Facebook who you want to target with your ad you can say hey
I only want to target people who have already visited my website and
that's pretty powerful because when we're going through and setting up different ad campaign
We're looking at different types of traffic and you've got cold traffic
You have warm traffic and hot traffic. So cold traffic are people that have never heard of you. They don't know who you are
They don't know about your business
Warm traffic is probably somebody who's maybe visit your website
So they've kind of got an idea but they don't really know you quite so well
They're maybe they don't like the credibility factors not there the trust factors not there
Quite yet, but they've at least heard of you. They've got an idea of what you're all about then hot traffic
Those are your customers your clients that absolutely love you
Hopefully it's your friends and family that they trust you with with their business
And so that those are the different types of traffic. So these custom audiences
We can go through and tell Facebook
Hey
here's all the people who have visit my website and I only want to target these people or you can upload a
Custom file of all of your past leads your all your leads database from your business and say Facebook
Hey
these are all of my leads and I only want to show my ads just to these leads and
these ads become super profitable because these people already hopefully know like and trust you and then you can also
Upload a file of all of your past clients your past customers
and obviously this is a very
Very hot market that you want to go through and advertise to you because if they've already bought from you in the past
They're hopefully gonna be a repeat buyer if they had a good experience with you
Now from these custom audiences we can create something that's called a look-alike audience
now you'll see this a lot of times the LA a that is a
Look-alike audience when you see that that's what they're referring to there
But it's basically saying hey, I've got this audience of people who have visited my website
I want you telling Facebook
I want you to go through and find
All these other people that look just like the people that have already visited my website or look just like my past clients or customers
And guys, this is super powerful. So I'll show you guys a little bit of how this works right here
So let's say we've got Jim right here from the office my wife and I we've been watching the office on Netflix lately
So I've kind of got this example here for you, but let's say Jim goes and he buys something from you
He becomes a lead. He buys one of your products or services whatever it might be. Now. The thing is
Facebook knows so much information about each and every one of us, okay
So for example Jim, they know he's a male. They know he's 34 to 45
They know he's married college-educated makes let's say $50,000 per year. They know that he bought these online products
He watches the office likes basketball
They have all this information on
Jim right here all this information on me on you on every one of our potential clients and customers and so what Facebook does
with this look-alike audience is we can go through and create what's called a
1% look-alike audience
Now you can go through and create 2 percent 3 percent
10 percent look like audiences they get really big and broad but I like to start out with creating what's called a
1% look-alike audience
Which means?
Facebook goes and finds
2 million other people in the United States or in Canada or in
UK or wherever you're located and they go find 2 million people that have the similar
Interest may be the same age the demographic everything very similar to who your ideal clients or customers are
All right, so these people because they're just like your past clients or past leads or people visit your website
These are people that you definitely want to be showing your ad to okay
And so then from this point we just let Facebook do all of the heavy lifting
We go through we set up a Facebook ad and we say hey we want to go through and target this
Look-alike audience people that look like our past clients
Or our leads or people visit our website and because of that our ads you as you can see here
they become much more profitable as opposed to just going through and having just open-ended targeting or
Even targeting by interests. Okay. Now Facebook recently has taken away the demographic targeting
So for example a lot of times back in the past
We could target people who were homeowners or people based off of their income
Which they've kind of taken away with the whole Facebook data scandal that happened not too long ago
But now what we can do is we can go through and say hey
let's go and find these customers that look just like our
Existing customers and then your ads are be able to come become that much more profitable
you don't even have to mess with any of the interest targeting which I highly recommend because if you're going through just
Targeting people based off their interests. So is everyone else on Facebook?
and so you're just kind of going into this bloodbath this red ocean and
You're competing with a lot of other marketers a lot of other business owners
Whereas creating these look-alike audiences and these custom audiences
these people are very specific to you and your business and
Nobody is going to be targeting these same people in the same way the same exact audience
Okay, so kind of the big picture here is if you're going through and creating these look like audiences
And let's say you've only got a thousand people that visit your website
Well now you create this look like audience with two million people
So instead of spending five dollars per day and making twenty dollars per day back out
you can scale it up to a hundred dollars per day or 500 dollars per day or a thousand or
2,000 and kind of keep scaling it up from there. All right
so we also have custom conversions and the way custom conversions works is
if we want to go through and track anyone that's become a lead in from our facebook marketing campaign or
Anybody that spot a product or anything like that, we want to go through and tell Facebook
Hey, if somebody hits this specific page on our website, that means they have converted
So that's where the conversion comes from converted into a lead or converted into a buyer
So we can go through and create all these different custom conversions and saying hey if they've gone through this point in our website
They have become a lead or if they've hit this checkout page. They bought this specific product
And so this comes really helpful when we're going through and trying to keep track of all of our different metrics
Inside of the Facebook Ads manager and really what's going on and then audience insights right here
This is more
I think for people that are just getting started and just trying to go through and discover some of these different audiences of
Who they should be targeting on Facebook?
because like I said guys if you've already been if you've got a business an existing business that you've been
Working with for a while. Now. You probably have a list of leads
You probably have a customer file and you probably have people that visit your website. So I wouldn't really mess with audience insights
I don't really use this too much anymore
I used it back in the day when I was first getting started and trying to identify the right people to go through and target
But now that I've collected a lot of leads. I've got a lot of people visiting my website
I've got a lot of customers
I can just upload those into the Facebook Ads manager as
Custom audiences and then create look-alike audiences off those people, but for those guys just getting started
This is a great way to go and find people that
Are gonna be interested in what you have to offer so it's gonna show you different
Facebook pages that they might be interested in kind of the
Demographic are they may or they female? How old are they?
So it's got a lot of good data. If you're just getting started out with your Facebook marketing campaigns
Okay, and then last but not least before we dive into you the actual Facebook Ads platform because we have the business manager
So this is a great tool if you're going through and running multiple advertising accounts
like let's say you've got a Facebook marketing agency that you're running or you're looking to start the business manager is a
Simple way to go through and create new ad accounts or be able to manage other people's ad accounts
So if you're running, you know ads for clients
This is kind of like your your platform be able to go through and get all of that done
So with that said guys once again if you guys want this as a free download
I'll have the link to this down in the description as well as in the top comment along with a whole bunch of other free
Training videos to be able to help you guys get started with Facebook Ads, but let's jump in here
and make this full screen and
There's two ways basically to go through and get to the Facebook Ads manager
which I highly recommend going is setting all this up on your
Desktop your laptop not on your phone because it just gets a little bit crazy
so if we come over here we can go over to the ads manager or
You can get there from this top drop-down arrow and go to create ads or manage ads
So I'm just going to click right on the ads manager now
The first thing I want to do with you guys is go through and create a custom audience and create a look like audience
the reason why I want to do this first is because if we don't have these custom audiences to go through and target then
There's no real sense of creating a Facebook campaign because the next step after we choose like what our marketing objective is is
Choosing the actual audience we want to target
So if you don't have any audience, we want to target then it makes a little bit difficult. So
What we want to do is come up here to this little hamburger menu
we'll just click on this and you can see the kind of the
Frequently used things right here as manager custom conversions audiences, or we can click on all tools and from here
This is where you can see all of the different features all the different things that you can do with the Facebook Ads platform
So you can see like the pixels right here the audiences. So what I'm gonna do is I'm gonna click on audiences right here
So we can create the custom audience as well as a look like audience
So I'm gonna break down and show you guys this so this is a list of all the different audiences this account
I've kind of used the stem hose in the past so you can see I've got several different
Audiences so you can see the look-alike audience. There's a 1% another 1% Then the custom audiences
These are people that engage with my Facebook page. That means like they liked it
I like to comment on a post or shared a post and then these ones are
Website custom audiences. That means they visited a website. So in order to go through and create one of these custom audiences
all we're gonna do is come over here to create audience and then we say hey do we want to create a
custom audience
Which is basically us giving Facebook the info or a look like audience one based off of an existing
custom audience
So you can't create a look-alike audience unless you already have a custom audience
Because obviously if you don't have an audience that you're telling Facebook. Hey crate
This looked like a days off based off what this custom items looks like then they can't really go through and do that
So we'll click on custom audience right here
And then right here it says how do you want to create this audience? Do you want to create it from a customer file?
So that's gonna be like from your leads database a file of your path clients or customers
Whatever kind of market you're in right and then website traffic
Then you've got these app activity and offline activity this obviously if you have a mobile app and offline activity
I've actually never used that the key ones that I like to use
Are the customer file because at that point all we have to do is upload our customers email
Addresses or we can use their phone numbers or we can use address or all three
Website traffic obviously as we've talked about people that visit your website and then engagement
I'll show you guys this one right here really quick
You could say hey
I want to create a custom audience of
anyone who has already viewed this
Specific video on Facebook and it's kind of cool because you can say I want to create an audience of anyone that's viewed at least
10 seconds of the video or 25% or 50% or even more so like the more obviously that they've watched the video
that's a pretty targeted audience right there or you can say hey, you know anyone that's
You know connecting with me on my Facebook page. So you've got all of these different audiences all these different options
So for this one, let's just say I'm gonna go through and create a custom audience of my website traffic
so I'll just click website traffic and
First before you get to this point you need to go through and make sure you have the
Facebook pixel installed on your website your blog your landing pages all the different pages on your
Site and a lot of times I give this question a lot
About how many different pixels you should have and how that all works so you're gonna have one Facebook pixel
Per Facebook Ads account. All right, and so you want to use that same exact pixel?
across all of the different pages on your website your blog your landing pages your sales pages everything and
Then if you have multiple businesses, like let's say you're running a business
That is like let's say your real estate agent and you're trying to bring leads in and then you've got another side business
Where you know maybe you're selling dog products on Shopify or something like that
You want to create two separate ad accounts and have two separate pixels
So one pixel for this ad account one pixel for this ad account because what Facebook does is a leverage the data that they're collecting
with that pixel
To optimize your ad campaigns to make them work a lot better for you in your business
So if you've got the same if you've got these two businesses running under one roof on one ad account using the same pixel
Really? It's just going to confuse Facebook and your ads are not going to be as well optimized
So as far as installing this Facebook pixel, I've got a step-by-step video on that
I'll link it up here
So you guys can go through and get that and also have that in my Facebook Ads mini course and cheat sheet
That I you guys can get down in the description as well as on top comment below
so once we do that, then we can say hey we want to create a custom audience of
All website visitors and you can even say like, hey all website visitors just in the last 30 days
So if we hover over right here, you can see the maximum time is a hundred and eighty days
So it really depends on how wide of a net that you want to capture
So if somebody visit your site 180 days ago, and that's their only interaction with you
They're probably not really gonna remember who you are what you do?
So like if you're running a retargeting campaign, which we'll get to a little bit later
You might want to just create an audience of people who have visited your site and maybe the last you know
Four to five days. So we'll say five days here
But if you're trying to go create a large audience and get all kind of past data
Then we want to maybe go through into 180 days and if we're creating a look-alike audience
based off the people visiting our website
We want to cast a wider net because then our data is going to be more statistically significant
All right, so in statistics if you guys ever took that in high school or college, there's something called the law of large numbers
Which means the more data points you have the more accurate
Your data is actually going to be which totally makes sense because it's like if you're telling Facebook
Hey create an audience based off of these five people
Then you know it's hard to find what the similarities and the differences between these five
People are versus if you say hey, here's 5,000 people find the similarities. It's a lot easier to sort all those people
So with this said what I'll do is I'll give this a name. I'll say
websites
Visitors and you can really name this whatever you want
But I like to make it somewhat descriptive so I know you know
Is this an audience of website visitors that I'm trying to cast a huge net?
For just like a a massive campaign and look like I saw that or is it a retargeting?
Audience where I only want to capture people in the last maybe three to five days or maybe a week's time
So I'll say website visitors
180 days and then we'll go through and we'll create that audience and
from here
This is where now you can go through and create a look-alike audience so you can see right here website visitors 180 days
That's when we just created and it says below a thousand people, but it's still populating
Now this can take you know, maybe a couple hours or even up to 24 hours to go through and create but honestly
It doesn't you don't have to pause or wait for anything else to go through and happen?
You can right out of the gate create your look-alike audience based off this audience
It'll auto update auto correct with everything that Facebook's got going on and then you can also jump in and already start creating your advertising
Campaign because once this populates then it will just update throughout the whole system
so now that we have this custom audience of everyone that has visited our
website we want to create a look-alike audience and remember guys this same thing goes for
If it's a custom audience based off of your Lee's database a file that you upload or people that have watched a video
Really anything right? So we're gonna come over here
we're just going to click this check box right here, and we'll come over here to actions and
Create a look-alike audience. Okay, so just check it crit look like and then from here you can go through and the source
Obviously we check that box is the website visitors 180 days. And then what Facebook wants you to do is choose a location
Do you want?
To create this look like look like audience based off people in the US in Canada
Mexico Brazil, where are you? Wanted to create this?
So I'm in the US
Based on wherever you are located in wherever you want go through and said this targeting you can put in here
I'll put United States and
then
You choose the audience size. Okay
so now you can see like you got the 1% 2% up to 10% and
The higher you go. You can see the estimated reads. So 21 million people
Versus a 1% is just over 2 million people
So obviously that's casting a broader net when you go up to a 10% look-alike audience if we drag it up here
but these people are not going to be as
Probably as qualified and as narrow and niche is we want them to be
so for most people that I am talking to you with Facebook Ads
Until you're spending like over
$2,000 a day. You probably don't need to really mess with anything over a 1% look-alike audience. So $2,000 per day
That's $60,000 in a month. Most people are never really gonna get to that point
And so pretty much everything that I do
I usually spend about 1,500 to 2,000 dollars per day and I use pretty much just the 1% look like audiences
Sometimes I expand to a 2% but really that's all you really need to know to do if you're spending that little of money
Ok
So then also another option we can do just to show you guys is we can go through and create 3
Or even more custom or look like audiences all at the same time. So if we wanted to create a 1% and a 2%
We can go through and do that. But for this example, we really only need to have the 1
1% custom audience. So we'll go through we'll create this audience. And once again, this is gonna say it's gonna take a second
It's gonna say hey, it's populating below a thousand people
This will get to that 2 million mark just like we said or just like I showed you guys a little bit earlier
But it's just gonna, you know, take a few hours to go through and finish populating, right?
So we've got our audiences created and we can go through and now set up an actual
Facebook Ads campaign
Because we have the people that we're gonna want to target right here already created. Ok
So first we're going to go through and set up
Campaign that's going to be going through and reaching out more to this cold audience
So this is where we're gonna be putting in more advertising dollars because it's a bigger audience obviously. So this look like
1% audience of people that visit our website this is gonna be 2 million people. So let's come back up over here and
we'll go to the ads manager and
Then from here you can see the different campaign. So this one I've just got one campaign
You can see, you know, kind of like some of the different results and everything, which we'll get into that here in a second
But I'm gonna go and I'm gonna create a new campaign
All right. So right here this this is really key when we're going through and setting up a new ad campaign
So Facebook they say what's your marketing objective?
now
Facebook just like crating look like audiences. They have so much information on you on me on everyone
That they know the actions that people are more likely to take
So for example, you've got like this traffic campaign here. So if you want to get people to your website or your blog
then this is a great campaign to choose because I know
Which people on Facebook in your audience that you've targeted are more likely to click off of Facebook onto a website
engagement
this one is to go get likes and comments or shares on your Facebook post and
Facebook knows
Who the people are more likely to like?
comment and share a post video views they vote which people are more likely to watch a video and
So on so we want to really keep this in mind as we're going through and choosing our marketing
objective now to just break down really quick some of these different marketing objectives and
What they involve and how they're gonna be used for your business
So you've got the awareness ones over here brand awareness and reach to be completely honest. I have never used those
Those are just more I guess getting your message out there
I'm gonna talk about the core
campaigns that you're gonna actually want to use
When setting up your ads and these are gonna be the campaign's are gonna be working for mostly pretty much anyone watching this video
Okay, so brand awareness reach this obviously probably I would say that's probably for bigger brands. Like let's say is Sony or Pepsi coca-cola?
Brands like that where they just want to get their message out there
They have money to go spend on these random things like that now traffic
This is to go through and get people to click from your Facebook ad
To your website to your blog to your Shopify store
Really, whatever
Website you're trying to send people to ok, so they're gonna go through and charge you per click
so that's where CPC cost per click and you're gonna get a number there and for every person that clicks to their website,
You're gonna be charged for that certain amount
Engagement. This is gonna be for people liking your Facebook page or liking your Facebook post
So if we click on this just to show you guys you can get a post engagement
Page likes or event responses, which i've only ever used really pic post engagement
I used to use page likes back in the day. But now it's really irrelevant
You don't need a lot of page likes or really any at all app install
that's if you have a mobile app video views if you're wanting to go through and get your video promoted and
Get kind of make it go viral push out a message and I like to use this one
Also, if you're like if you don't have any audience at all, like no website visitors no leads or anything like that
I like to go through and shoot a video
talking about me talking about my business and promote that on Facebook and
The reason why I like to do that is because you can typically get somebody to watch your video
For just one penny per video view
so then from that we can create this large custom audience of people who have already watched the video and
people that like have an idea of who we are and
Create a look like audience based off that so that is the cheapest way to go through and create a custom audience and it look
Like audience if you're starting completely from scratch from Ground Zero and then lead generation
This is using something called the Facebook lead form
So basically you guys have probably seen it when you click on an ad
Instead of going out to like a landing page and putting their name phone and email. This will pop up a little forum within Facebook
It can also have all the information of that customer
pre-populated in the filled forms
So it'll pretty populate with the name phone number email their address or whatever information. You're trying to collect
With the information that Facebook has on file, so this is super beneficial
When you're trying to go through and generate leads the only downfall to this is if you're not synced in or integrated with a CRM
Then in order to go through and have like an email or text marketing follow up to these leads
you can't do it because it all it does is you just get a
downloadable CSV file that you have to download manually download
import into your email marketing platform
And kind of becomes a little bit of a pain in the butt then you have messages right here
So this is using Facebook's messenger platform and you guys have probably seen some of the different chat bots
Which I've got several videos on my channel as well on how to create a free chat bot how to get that all started
So if you guys want to check those out, I'll link out those videos as well
And then also conversions. This is a key one that I really like to use a lot when it comes to generating leads
This is my favorite
This is a preferred over lead generation for me personally
And this is going through and sending people to a landing page
where you're gonna ask for their name phone email or whatever information that you're looking for and then
Want somebody opts in they'll go to the next page in your lead generation or sales funnel?
Whatever you want to call it. And then once that person has gone to the next page
That means they have converted into a lead
And that's where we choose that now
we want to
between traffic and conversion all this explains really quick if you're going for leads and you're only spending let's say
$5 per day and you're not spending enough to get 15 to 20 to even 25 leads per week
then you want to go with a traffic campaign because the conversion
Campaign is best when you're spending a little bit more
And getting at least 20 to 25 leads every single week or 20 to 25 conversions
Then Facebook's able to optimize your campaign a lot better for this campaign objective, right?
So for this example guys just because with conversions although I love that one
There are some other added steps of creating custom conversions, which once again that is in the free facebook ads mini course
I walk through step by step how to create basically all these different campaigns if you guys want to go through and check those out
But for this one, let's just go through and create a traffic campaign. This is the most basic of somebody's senior ad
Clicking to your website your blog your landing page, whatever it might be. So we'll click on this called traffic campaign
We want to give this a name that we can remember what the objective is of what we're trying to accomplish with this
So let's say that you are a local business
Solicit your real estate agent and we'll call this one. We're trying to get people
Let's say to our blog right so we'll say real estate
Traffic and then we'll say to our blog now. Obviously you can name this whatever you want
but make sure it's a name that you're gonna actually remember of what's going on because
Right at the beginning when you only have one or two campaigns
It's obviously easy to remember but the more you go through and advertise with Facebook
it's gonna be important to be able to have kind of have an idea of what is going on each one of these campaigns so
Real estate traffic blog then from here. If you guys remember from our little cheat sheet. We'll go back to that really quick
We've got the hierarchy of our ads, right?
So if we come up here, we've got the ad campaign which we just chose
That was the campaign objective
we have the ad set where we're gonna choose our
targeting which that's why we created those custom audiences and look like audiences before jumping in here and
We'll choose our budget whether it's a daily budget a lifetime budget
and then after we choose this we will go to the ad level and if you come over here you can see
We've got the campaign the ad set and the ad so we've got the the hierarchy right there
Now for this we want to give this a name just because if we chose if we went through and we're like hey
We're gonna send people to our real estate blog
right well
we want to give this a name so we know which audience we're targeting with this ad set because ideally you want to have a
Separate ad set for people that are gonna be targeted with your look-alike audience as well as the custom audience
Okay. So what we're gonna do here is we're gonna call this a
1%
1% look-alike audience of
website visitors
so that was the 1% custom audience that we went through and created and
So down here we're gonna do is we're doing and we're sending people to our website
You really don't need a mess with any of these guys
It's just that's a little bit more advanced stuff and most people are not gonna have an app and Messenger whatsapp
That's all just I would focus on the website right here
Okay, and then as far as the dynamic creative that's once again
It's not gonna pertain to most of you guys as well as the offering
So what I like to do is just jump down straight here to the audience level
Okay, now from here what we can do is because we already created our custom audience and/or look like audience
This is where we're gonna go find that information
So right here on the custom audience
We'll click on this and we'll go to the look like audiences and you can see they look like audience
1% website vision last 180 days. So this is the one we just created
So we're gonna choose this and you can see how the the whole audience hasn't been populated yet. That's totally fine
You could just keep moving forward. It's gonna take a second for Facebook to update and review this campaign as well
So you don't need to go and wait for this to be done?
Now if you want to go through and target, this is a national campaign
Then you'll just want to leave this at United States everyone in this location
But if you are a local business you want to go through and make it specific to your area
So let's say for this example
We are in Denver. Okay, so we're in Denver, Colorado and
that's where you're you know, real estate businesses or if you're chiropractor or dentist or you've got like a
Restaurant or whatever it might be and then from here
You can choose a radius of how wide you want that radius to be
Okay
So it's gonna pull people that are in this 1% look-alike audience
And then also people that are in Denver and then if you've got a restaurant or something like that
You might want to go to a little bit smaller radius
Or you could even say I just want people in the city of Denver
okay, so you can see this is already starting to update and our potential reach here is nine thousand three hundred people and so
But if we are a real estate agent, maybe we want to go through here and do the radius and we're willing to drive
Let's say we're looking to drive 25 miles. Okay. So we've got about 23,000 people in this audience
Now another thing I like to do with audiences as far as tarting goes
especially if you're like
You know a real estate agent or a chiropractor or a dentist or something like that
I don't like to do this everyone in this location, although that's by default
But for example, if you're a restaurant or a business that doesn't matter if people actually live in location, and that's totally fine
Right, so you would want to do everyone this location?
But if you are a local business that would only serve people that are actually living in that spot
I like to do people who live in this location, okay?
So we'll click there people who live in this location. So we're now at 23,000 people and then coming down here
Usually because I did the one percent look-alike audience
I don't need a mess with the age the gender or even the language
because what Facebook's gonna do is they're gonna find people that already are similar to or look just like
The people that have visited my website and so if all the people visit my website are you know?
30 and older we don't have to tell Facebook this because it's already told to Facebook when we select this custom audience and
Another reason why I don't like to go through and add a bunch more
Targeting here or age or anything like that his Facebook tends to perform a lot better when you have a larger audience
And so if you go through and try to get as narrow as possible and get this number down as much as possible
And you're like well, it's super specific
Facebook
Typically doesn't perform as well when you go through and get that narrow and that specific
so a lot of times I like to just do the 1% look-alike and if you are targeting nationwide
I just don't touch any more of this targeting and then if you are targeting a specific location in you know
Your state or your country or whatever then you'll want to go through and put that city
With a specific radius, right?
So then all this stuff
Really you don't need to go through and use and I've just found it better to not do that. All right
Now when it comes to placements guys
They will say the automatic placements which is they say is recommended. However, I
Don't recommend that and I don't recommend that for a number of different reasons one
I have found the best placements to be the Facebook mobile and desktop
newsfeed when you're going through and showing your ad and
Another thing. Is that like if you're going through and placing so if we come down here
We can see all the different placements
You have the newsfeed instant articles interesting videos the right column new Instagram feed Instagram stories
audience Network messenger
So the thing is is if we're going through and we're creating one ad to be shown on all of these different
placements then that one ad isn't really gonna be the best fit for all those different placements because if you think about it an
Instagram story video they can only be like 15 seconds long
and so if you've got a 30 second video and you're trying to show it on the Facebook newsfeed and
the Instagram newsfeed and the stories
It's just it's not gonna fit it's not going to be the best way to go through and spend your advertising dollars
so what I like to do is go down, especially when I'm going and setting up a one percent look like audience is just
focus on the news feeds and uncheck all these other boxes and
So we're just focusing on this
This is just where I've seen the best cost per lead the best return on my ad spend
With the money that I have put into Facebook now, you can see that this is dropped down to 18,000 people
But that's totally fine because maybe you know 5,000 people are on Instagram or on some of these other places
Now when it comes to creating a retarding campaign, which we'll get to here in a second
I
Typically will use the automatic placements because it's a lot small audience and so because it's a lot smaller audience. I
Want to go through and hit people every single place. They could possibly be alright, so going down here
We've got the placements and then we set up a budget
Now as far as your budget goes this obviously really depends on how much money you can set aside for marketing for lead generation
But one thing that I really want to stress and have you keep in mind
Is that if it costs you if you're going for leads, for example?
And it costs you $5.00 to generate a lead and you're only spending
$10 per day the most you could ever really get with leads is two leads in a day
So if you're wanting to scale up to five or even ten leads in a day
you're gonna have to spend more money to get that or
Optimize your ad optimize your targeting better to get your cost per lead down
That's a key thing where a lot of people that I talk with
They have kind of this misconception that you know, if they're gonna spend $10 a day somehow
They're gonna magically get 10 leads per day, which you can if you're getting $1 per lead
But you just got to keep that in mind. All right
So another thing with the budget is typically base off how many people you have in your audience?
You want to cater that budget towards the number of people so your ads don't suffer from what's called ad
fatigue now ad fatigue is basically
When your ad is shown way too many times to the people in your audience now
I don't know if you guys have a subscription to Hulu or anything
But I've watched Huli with my wife at nights and I feel like the same ads are always running
So that's where the ad fitzy happens where an ad that could have been a really good ad
After you've seen it for 10 to 15 times
It really starts to get annoying and you start getting turned off by that company
So that's why we don't want to spend too much for the size of our audience and then after so much time
Then we want to go through and rotate our ads to keep them fresh with our market
now one thing I like to do as far as my budget goes on a daily budget is
For every ten thousand people that are in this audience. I like to spend one dollar per 10,000
Okay, so if we go right here
We've got about 18,000. I usually would like to just do $2
Per day now
Obviously that's like not a lot of money and if you just cost you $5 to generate lead
You're only going to lead every other day. So one thing you could do is bump this up to
$5 per day, but then you just got to know that you're gonna go through this audience somewhat quickly
And so then you're gonna want to rotate the ad that's being shown to this audience every couple of weeks
Now another option you have instead of doing a daily budget
You can go down and say I want to do a lifetime budget and let's say for the next month
Starting today ending in a month from now or you can choose the date and time and all that
I only want to spend let's say
$100 okay, which over the course of a month it's gonna be about three dollars per day or you can say $1,000 $500
Whatever the number is and then Facebook will optimize your campaign and maybe one day they only spent a dollar but another day they might
Spend $10
But they've optimized it based off your audience and they know
Who is more likely to opt in and so they're gonna be able to show your ads at the best time for that audience?
Instead of just spending five dollars per day every single day
No matter what now
the only downfall to the lifetime budget is that if you're going through and you've got a really successful awesome campaign that's running and
It ends then you've got to reset it and not always
Will that campaign work as well as the original campaign?
So I typically like to go with the daily budget
And so then if it works, then I can just keep running it and if it doesn't work I can shut it off
So we'll go down here do five dollars per day
and then one last thing I want to show you guys at the ad set level when we come down here to the
Optimization for ad delivery we've got link clicks right here. Now. We've got landing page views link quit clicks impressions
this is basically saying
How do you want Facebook to optimize the ad do you want them to optimize it for people that are just seeing your ad?
that are clicking on your ad so the link clicks or
Landing page views. Okay, so there's a difference between link clicks and landing page views
And when I first size is like okay, what's the real difference here?
Well a link click means that somebody clicked on your ad with the intention of going to your landing page. However
Not everyone is always in the most optimal spot for their LTE or their Wi-Fi or something like that
so people can click on your ad and
Not always will your landing page actually show up?
Okay, and so that's because they're you know, they have bad service or bad Wi-Fi or whatever
So if you want to actually know how many people not only click the link on your ad
But actually see the landing page we want to actually go through and do Eleni page views now
It's gonna probably be a little bit more expensive per landing page view, but it's gonna be a lot better quality person
And so you're gonna have a lot better
Idea of how much it actually cost to get somebody to that landing page
So we'll just click this right here. And then as far as this goes, we'll just come down
We'll hit continue all this stuff. We can just leave as is we'll get continue
And this is where we're gonna go through and actually set up the Facebook ad
So we've got our campaign we chose our marketing objective. We've done traffic the ad set for this one
we're doing the look-alike audience and then I'll show you guys quickly how to do the
Retarding campaign and that's really where the money is
That's where I spent three hundred and fifty six dollars on advertising and made four thousand dollars back out
so that's over a 10x ROI or
ROAS like they call it return on adspend and so
Then now we got to go through and create the actual ad and this is what people are actually going to see in their newsfeed
On Instagram and their stories or whatever it might be
so
First thing we want to choose what Facebook page that we're running this from
So we've got this we can go through and select all of our different Facebook pages
I'll just choose this one right here
And then what we can do is we can create a new ad
Or if we've got a post on our Facebook page that we already posted
We want to go through and use that all we got to do is hit use existing posts and we can select a post
From this from our newsfeed. So for example, this is a YouTube video
I did a little while ago and you can see I can go through and
Use this and run this to get people to actually go through and watch this YouTube video
But for this example, I want to go through and actually create a brand new ad with you guys. So
Just kind of talking about the the different formats of these ads
You've got the carousel where that's gonna be able to have a lot of different images or a lot of different videos
So just coming down here. So you'll be able to create multiple of these cars that they call them
So you have one two three and then you can even add more then you so like I like to do
Testimonial ads like this where you have like you're featuring four or five different people maybe talking about their story who they are
It could be a video. It could be an image. It could be a number of different things
So this is a great way to go through and get that
testimonial based type of ad in front of your audience for your different products
Then obviously the single image ad this is the most common most popular and this is basically throwing up an image
Single video. This is just a video ad going through instead of doing an image
you're doing a video you guys have seen that as well and then a
Slideshow this is being able to go through and flip through a lot of different images
You guys have seen those different things and then a collection this a lot of times is used in e-commerce
And you know if you've got a shop buy store. So for example if you got a storefront
This lookbook one. I haven't actually really seen or used this one, but just kind of give you an idea
So for this example
I'm just gonna do the single image ad since that is the most common just so you guys get a quick overview of this
now what you can do is upload your own image right here or
You can use free stock images that Facebook has for you. Okay, so you can search all these different images
So like if we're in the real estate space, we're trying to get people to our real estate blog
We might type in real estate and see what images they have to pop up right here
So let's say we want let's say we'll use this one right here. Okay, or actually, let's get a better real say one
Let's choose this one and see how it says Shutterstock
See how it's got that
Watermark right there when you actually run the ad it's not gonna show up so you don't need to worry about that
But so we come down here and we're starting to build out our ad
Okay, so this is where we're gonna go through and type in our ad copy
So we could say
Check out our real estate blog
You know and so this is where it's gonna be like the the copy in the top Facebook post and then down here
This is where we're gonna put in the headline. So say click to
Check out the blog
Now obviously you're gonna want something a little bit more
Compelling something that's like gonna actually get them to click and be like, oh that's interesting
I want to go through and check that out
So, you know
maybe a
title of one of your your hottest blog posts getting people to that blog and then as far as the call to action goes I
like to use learn more
Because a lot of these other ones like sign up subscribe, whatever
Apply now usually like I don't know
I like to learn more for pretty much almost any objective whether it's getting
Somebody to opt-in to your landing page register for a webinar
Buy a product just because I feel like it's just very low barrier of entry. I'm just like, oh, I'm curious
I want to learn more so then let's just go through. Let me just pull up a URL
So let's just say Google is your your blog right here?
so let's put this in and then so that's gonna be the URL where you're sending people to and
You can see this as landing page views won't be tracked because you need to make sure your Facebook pixel is
On the page that you're sending people to and then Facebook's gonna be able to track the landing page views
Right and then down here you can have the newsfeed link description
So you can just we'll just throw in test so I can just show you guys you can flip through
This is what its gonna look like on the mobile newsfeed. Remember, we only chose the Facebook mobile and desktop newsfeed
So we've only got these two options here so we can flip through and you can see
What this is gonna look like
Okay, then all we need to do from here is just come down here and just hit confirm now
It looks like okay since this is obviously just a demo and I've done some random things here
It says your your ad might be for housing or employment or credit
So if if you think that yours your ad
Applies with all the complies with all the Terms of Service of Facebook
You just hit certify compliance or request manual review and you should be good to go
Okay, this is obviously just a little demo. So that is why this is all happening is so we'll certify compliance. I
accept
Confirm now one last thing I want to show you guys and this is super powerful. This is a retargeting campaign
Of anyone that has visited your website
Or maybe retargeting your your leads database or anything like that
And this is the strategy that I've gone through to see an amazing ROI
So I told you about that one campaign where I spend three hundred fifty six dollars made four thousand dollars back out
So just to show you guys a couple of these results here
So this these are the retargeting campaigns where you know for anyone that's visit our website
Leads database a past customer that we're trying to get to buy again. So if you see right here, these are actual
Screenshots from my actual live ad campaign where you can see where it says purchase
Every time there's a purchase that is equivalent to a one thousand dollar sale that I'm making
And you can see what the cost per purchase is on here the amount spent
So on this top one I made $12,000 in revenue and spend just over thirteen hundred dollars. Can you can see the ROI?
I've broken out right there. Which once again
ROAS is another term use return on adspend
So nine hundred six percent ROI there this next one spent three hundred fifty six dollars
Got four thousand dollars back out 11 hundred percent
ROI on that one six hundred sixty five dollars for thousand dollars back out six hundred percent ROI
So this is leveraging this these retargeting campaigns, right?
Whereas with your look like audience
That is going through and finding more customers broaden your reach broaden everything
And so if we come down here, this is the campaign. We just created right and so we come down here
This is the ad set level and we can kind of see our different stats and everything
And so this is that look like audience where we're trying to go out and get more people coming in
but what we can do is we can
Duplicate the same exact ad set and it'll duplicate the exact same ad that we just created
so we just click duplicate right here and then we duplicate and
then we can create a
retargeting campaign to just target our website visitors so we can come over here and we'll rename it and
It's just the website visitors and they'll come down here. And because it's a smaller audience
Will come down here and choose instead of the 1% Oh we'll go back down
We'll click on custom audiences and then the website visits everyone in the last hundred and eighty days
Okay, now obviously like the popular hasn't fully populated yet. This is unavailable, which is totally fine. You can keep moving forward
But then we've got our same targeting same everything Denver 25-mile radius people who live in this location
And then as far as the budget goes with the retargeting campaign
Sometimes you can spend as little as one dollar per day
Okay. So this is huge. This is really key when you're going through and saying us up like those those results
I was showing you guys earlier I had a little bit bigger audience
But I was just spending two to three dollars per day on all of those different campaigns now
Obviously they were running for a while, but you can see the return on your investment there and it's pretty amazing
Okay, so we come down here. We just set everything else up
We will just go through and as far as the placements remember, we want to have this everywhere
Okay, because it since it's such a small audience we want to make sure it's on Facebook on Instagram
Anywhere and everywhere you possibly could find your ideal target customer. So from here
we just hit publish and
Then that ad that we already created it's going to be automatically created and used for this ad set as well
So we're gonna have these two ad sets
Where this one is going to be spending five dollars per day going out to this larger audience and this one one dollar per day
Going to this smaller very specific very niche audience. So we will be spending a total of six dollars per day
All right. So anyway guys that is pretty much a good run-through of the Facebook Ads manager of everything
You're going to need to know I'm just going to turn this campaign off since it's not a real live one
Of everything you really need to know to get started. We talked about the audiences. We've talked about the Facebook pixel
conversions setting up a new campaign the marketing objectives going through and creating the custom audiences so you can have that targeting and
We through in targeting a bigger audience
We're doing retargeting and then setting up the ads and everything now
once again guys
If you do want my free guide on
All of this kind of like the Facebook Ads cheat sheet and then a bunch of other videos
I've got a mini course where I dive in deeper on a lot of these different topics go ahead opt-in down below and I've got
That a hundred percent free for you guys to help you out with your Facebook advertising
Whether you're running your Facebook ads for your own business, or you're running it for other clients businesses
Or you wanted to start your own business or whatever. It might be
this is going to be a great start to get you off the ground and then
Make sure you guys subscribe to my channel as well because I'll be launching new videos
every single week on how to generate more leads make more money and grow your business and I'll keep you guys up to date with
The different things the strategies that I'm doing in my business and at this point I've spent well over 600 thousand dollars on
Facebook advertising and so once you get to a point where you're like you get the basics down and you want to scale things up
I'll be able to go through and help kind of like dictate of like, okay
These are some scaling struggles that a lot of people have and here's the right way to do it or here are some different options
different things to think about so anyway guys
Make sure you guys subscribe hit that notification bell. Grab this cheat sheet grab the Facebook Ads mini course
also if you guys found this video helpful
I would really greatly appreciate if you give it a thumbs up drop a comment down below
Let me know what you thought and go ahead and share it
That would be greatly appreciated as well
If you found if you know somebody else that would find this valuable to them as well in their business
Go ahead. Share it with them. Once again. Thanks so much guys for watching this video
And with that said I will see you all later
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