Welcome to Module one.
In this module, our expert uncovered running Facebook ad campaigns.
So get ready to take some notes and let’s jump right in.
When we first create our Facebook ad, we’re gonna be prompted to choose a marketing objective.
Now there’s a whole bunch of objectives to choose from here.
Facebook has made it really easy based on your campaign goals to pick one.
Let’s just go through a few of these brand awareness.
This is more about getting your image, your identity out there to as many people as possible and making sure that they’re aware top of mind that your brand exists.
It’s not particularly tangible results driven.
Okay, it’s mostly to ensure that your name your identity is in the minds of people reach is very impression.
Okay, it’s all about showing the ad visually to as many people as possible, not necessarily about getting them to go somewhere and take a specific action.
Now these certainly have their place.
They can be very useful if you’re starting a company and you want to increase people’s awareness of your brand.
Most people are gonna be doing Facebook ads in these two areas, though now consideration includes as an umbrella sort of all of these different areas.
Traffic, the basic meat and potatoes concept of sending people to a Web property, if you will engagement, has to do with getting people to actually like or comment or respond to your add in some way, shape or form the actual post itself App installs a self explanatory.
If you’re doing an actual app, you want people to installed video views very self explanatory.
Here, However, it’s important to point out.
Remember these air just objectives.
You’re not necessarily choosing the type of ad, so you could have any of these ads be video ads.
OK, but your goal is not necessarily to maximize video views in those, whereas in this case, by choosing this one, you’d be telling Facebook, That’s your goal is you want to go after as many people viewing your videos as possible Lead generation, building your list self explanatory messages really tapping into Facebook’s messenger Add abilities Conversions is a very popular one.
Okay, as you get a little bit more advanced, you’re gonna be installing tracking pixels on your Web properties and actually optimizing your ads for conversions, specifically, people taking the actions that you want them to take.
Catalog sales is an interesting one, especially if you’re in the e commerce place.
It will automatically show items from your available collection of offerings to your potential customers.
And in store traffic literally has to do with foot traffic people actually coming to a physical brick and mortar location.
Eventually, you’re most likely gonna be focusing on conversions.
If you go down the path of Facebook ads, let’s start off.
Since we’re just starting from scratch and we want to keep things relatively basic.
Let’s just go with the meat and potatoes traffic objective.
Now the special add category box that pops up right here.
If you’re doing anything related to credit, employment or housing, there’s a special factors that need to be taken into consideration.
There were going to say no.
In fact, we’re going to say that we’re doing a diabetes related product today.
Just for the sake of example.
Uh, we’re gonna come down here you can name your campaign will just leave in this traffic.
A be split.
Testing is a very cool, more recent feature back in the day, used to have to run a whole bunch of different ads, ad groups and ad campaigns.
And then you would have to do the math yourself, so to speak, comparing and contrasting the results of each of them.
And now Facebook has built in a be split testing abilities, which is very cool.
And then campaign budget optimization is exactly what it sounds like.
It’s a little bit more of an advanced feature, which we’re not gonna touch right now.
Let’s head over to the next page.
We can name our ads set here.
We’ll just leave it with the default naming convention here.
There’s a real science in terms of a naming conventions when you’re creating multiple ads or multiple ads, sets within the campaign or multiple campaigns.
Every company has their own sort of process for naming things that becomes more, ah, easy toe, analyze and manage their ads.
For now, we’ll just leave it with the default US 18 plus, which is based on the default.
That demographic, which is the United States at 18 plus dynamic.
Creative is a very cool new concept has to do with actually personalizing ads for people who are seeing them based on who they are.
Skipped one here.
Traffic, Of course.
We’re just going for website traffic.
We’re not looking to do any of the cooler, advanced stuff with WhatsApp Messenger or sending people to a mobile app or something like that.
Very cool stuff.
We’re going to stick with the bare bones, sending traffic to a website for now.
Then we’ve got this one here, another of the more newer features that Facebook has come out with where you can actually create an offer that people can save and then get reminded about inside of their Facebook account.
Later on, we’ll leave that set off as well.
So now we’re really getting into the core of the ad.
Um, we don’t have any existing audiences, so we’re gonna create our own custom audience from scratch here.
Location, Self explanatory.
You can really get into the weeds and, you know, get all the way down to a specific counties in the United States.
If you wanted to, you could create basically, ah, a certain mile radius around a specific pin on the map if you wanted to.
If you really knew your audience that the demographic that we’re going after with a diabetes product.
However, just to stick with our example, that probably applies nationwide.
There’s no reason toe drill any deeper than that.
Let’s say that we had a demographic information, though, about age.
And let’s say that based on our research, the people most likely to purchase a product in this category people struggling with weight and diabetes and so on and so forth are 30 plus.
We would choose the age right here genders if we wanted to focus one campaign on males and one campaign on females because of, let’s say, the images that will be using in our ads or data that we saw that indicates that women are more likely to purchase this type of product so on and so forth.
All this kind depends on doing your audience research, doing your due diligence and all that.
Before you start creating the ad, we’ll go ahead and go with women just so we can see what the impact is on audience size, and then we’ll move into detailed targeting.
Now this has to do with choosing specific interests, behaviors, demographics.
Based on all the data that Facebook has curated on each of its users, it’s kind of a scary amount of data.
It’s very, very valuable to you.
As a marketer.
You could browse based on broad topics, UM, running interests and demographics, education levels, data about parents, behaviours, purchasing behaviors, how much money people make that kind of stuff.
But in our case, let’s go straight into looking for people who are interested in diabetes.
There’s a good chance if they’ve interacted with this type of content on Facebook before, they’re going to be very interested in this topic.
Let’s go ahead and go with this.
Looks like Type two awareness topic.
All right now you can see we’ve narrowed down based on our age, our location, our gender and that one interest.
We’ve narrowed it down to 5,400,000 potential people who could see our ad in the future.
And we could theoretically drill down even further if we wanted to.
In this case, let’s go ahead and expand the audience.
American Diabetes Association that could add there’s probably some overlap there, so you won’t see a big increase.
Cuba did add a good chunk of people there, and then if you wanted to beyond that, you could narrow the audience by using and logic So you could come over here and let’s say, uh, dieting.
Let’s say that we wanted people who fit this category.
So the 5,700,000 who have these two interests But we also want them to be interested in gluten free diets, so that narrowed it down to 1,800,000. So rather than just adding this up here, which would have used or logic meaning anybody who’s interested in this or this or this by narrowing using the narrowing option, it’s and logic, which means it must also match this.
So they have to be in this category and for one of these two categories and have this interest as well.
So it’s a great way to sort of narrow down your audience.
We’re not doing a gluten free diet product.
We’re gonna pretend for the sake of this example that we are selling.
Let’s say glucose blood glucose monitors, okay.
And we’re actually happy with this.
This is actually a good, large, sizable, very well targeted chunk of the United States that we can show our add to now continuing on down here to placements.
Facebook is pretty smart it understands where people are most likely to click on ads, and you know where your ads might perform.
Well, it gets, um, or smart, the more ads you’ve actually had them.
The more of an audience that you’ve interacted with with your ads on Facebook, you know, absolutely starts to learn.
And so on, so forth for this one, since we’re starting from scratch and we just want to show off the options here, let’s go ahead and specify that we only want to appear in People’s Facebook news feeds Okay as a native ad, So we’re gonna basically turn off everything here.
Except for Facebook news feed.
Turn off all the stories.
Related stuff will turn off the in stream video ads turn off the search result ads.
Messages are already turned off in article adds turned off, and all the apse and sites options are turned off as well.
So now we literally just have just have the news feed.
Add as our only place where it’s going to show up and we can come on down here and now let’s talk about the different budget and scheduling options.
So there’s four different optimization options that are kind of kind of broadly affect how Facebook shows your adds to how many people per day and that sort of things, um, we’re gonna go with landing page of views, okay?
We want people who are more likely to click and actually wait for the Web site or the landing page.
The lead page, whatever it is, the load And actually look at your page link clicks is really all about the clicks.
It’s not very much concerned with what happens with the traffic does after it gets to your site daily unique reaches gonna limit the amount of times that someone sees your ad toe once per day.
And the impressions just means show it to as many people as possible.
Make it, you know, technically a view in their news feed.
Even if they didn’t really stop and look at too much, they just kind of scrolled through the new speed.
You want to make sure they see it as much as possible in their news feed, you would optimize for impressions.
We’re gonna go with the landing page views here.
Cost control is ah, useful feature.
If you’ve really mapped out and done the math on your marketing campaign.
Let’s say you figured out your average order value for someone who comes through your funnel.
And based on that, you figured out you know how much you make per lead who becomes a customer.
And you figured out what your conversion rates are.
And that sort of gives you an idea of how much you can spend or afford to spend in order to make someone turn into elite and how much you can afford to spend per visitor to your site.
And let’s say that based on all that data, you know that you can only afford to spend $3 per person.
You could put that number right here and ensure that Facebook does not charge more than that amount per landing page view, budget and schedule here.
There’s a very important distinction to make, and that is that your daily budget doesn’t literally mean that only $20 that will be spent.
Some days you might spend 30 some days you might spend 10. What it means is that over the course of the lifetime of the ad, the total amount spent during the lifetime of the ad will only equal an average of 20 per day when you average it out.
Okay, so the actual amount that you spend per day here might actually very and just be aware of that.
And here it will actually tell you that per week it’ll cap out at 140. So let’s go ahead and click.
Its They were happy with her targeting and then the placement of our ad and all that good stuff.
Was it continue?
They’ll actually bring us to the ad creative portion of this whole journey here.
We’re gonna create an ad from scratch because it’s our first time and we’ve got three to choose from here.
Because of the placement options that we chose, we chose news feed only if you’re call.
And these are the three options we’ve got, which include carousel, which is basically images or videos multiple per ad that people can swipe or scroll through.
We’ve got the collection one which is a more advanced full screen mobile experience with a whole bunch of items that you can add to one ad.
They’ve got the single image or single video, which is what we are going to be going with, and we can come over here to add media to choose that image.
And the whole idea behind an image really is to stop the scroll.
You’re not really trying to put a whole bunch of information or text into the image.
It’s not like a newspaper ad or a banner ad in the strict sense were in the traditional sense.
In effect, Facebook will actually penalize you for putting too much text into your ads.
You really just want to use the add image to get people to stop and notice the ad.
You know, stop swiping while they’re going through their news feed and so on and so forth on and then the copy.
Okay, the actual text of your post does the job of selling.
Okay, so not the image there.
We’re gonna go ahead and use the built in stock photo search, which were allowed to use here inside of Facebook ads powered by shutter stock.
And let’s go ahead and just type in diabetes and see if we can find something relevant.
And look at that.
We’ve got multiple relevant images.
I’m pretty sure this one here is an image of a glucose blood glucose monitor and So let’s go ahead and say that that’s what that is.
And choose that image there, and it will show us that it’ll show us a preview of what it looks like both on desktop and mobile news.
Right here and now We’re really getting into the actual selling.
Okay, so the primary text of the ad, the actual ad copy.
We’ve got the description, which is optional.
A small amount of text which appears underneath the headlines, referred to put that here.
You know, it basically acts in a certain way as a sub headline underneath your main headline.
Ah, your headline here could be new glucose monitor.
And then you put all of your sales can’t be a block about your ah product right here.
Hopefully you’ll figure out what your sales copy is before you even start creating the Adam is gonna pay some generic tech about what to look for in a blood glucose monitor here, and we’ll pretend that that’s legitimate ad copy for now.
And of course you got the actual you are else.
Let’s say, http s, uh, curse Bt’s com, which don’t go there that might actually be a real sites, not an endorsement of that product if it does exist.
Um, now, let’s check out our finalized preview images.
Here’s this is what it looked like on the desktop news feed, which you’ve probably seen this type of thing 1000 times.
Looks like just a regular native post.
But you’ve got the little sponsored thing there, and the learn more buttons right here.
And your call to action, by the way, can change.
If you want to change it to apply now or book now or watch short contact us or something along those lines.
Sign up, subscribed lots of options there, and we’ll just leave it with e default.
Learn more and then you got your, ah, tracking pixels that you want to associate this with.
Um, we’re gonna pretend that we’re not using one yet, since we’re starting out from scratch here.
But ideally, you would go into your Facebook ads manager and grab your tracking pixel and have that on all of your relevant pages so you can track basically the behavior and analyze what your traffic is doing.
Once they click on this ad and go to your Web properties, and that is pretty much it.
Our ad is ready to ghost.
We’ve got the ad creative.
The sales copy.
We’ve got our placement selected.
We’ve got the budgeting and all that good stuff.
The targeting figured out.
We’re targeting a chunk of the US population focusing on females who have have an interest in diabetes related content.
And our if, I recall it was age 30 plus and we could hit confirm here.
And our ad would go out there into people’s news feeds and start bringing us some traffic.
So that’s it for Facebook ads.
Let’s move into the next module, where we’re gonna be looking at search advertising.