media-facebook/envy/_subsections/sec03/lesson-16.org

#+title: Section 03 - Lessons 16 | Creating Facebook Ads
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* Links
- [[../../toc.org][TOC - Facebook Marketing Notes]]
- [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/16683844#overview][S03:L15 - video]]
- [[../../../_share/data/envy/facebook/section03/14-guide_to_create_facebook_ads-v7.pdf][pdf to chapter]]

* Notes

** facebook page -> facebook ads
- page and ads are seperate from personal profile
- profile is only needed to create a Page and Business Manager
  - business manager is linked with personal account login
  - not published with friends unless invited
- you have to create Page before creating an Ad

- http://www.facebook.com/pages/creation

** facebook ad creation levels (steps)
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[[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e01.png]]

1. CAMPAIGN level
   set your objective

2. AD SET level
   - set audience/ targeting
   - set budget/ schedule
   - set placement

3. AD level
   create your ad

*** step 1 - campaign objective
- where you select what you want people to do when they get to your ad
- when you create ads, choose your objective
- using the correct CAMPAIN OBJECTIVE will help convert customers at each step of the funnel

**** consider ADs as a giant set of funnels
***** top of the funnel
- building awareness about your brand
- finding new potential customers
***** as they work down the funnel
- direct them to take action
  - make a purchase
  - sign up for XYZ

*** step 2 - ad set
- editing ad set will change *Estimated Audience Size* of ad campaign
  - smaller audiences cost more, but are more relevent
  - broad audiences will be lower cost, but are better for top of funnel ads

*** step 3 - the ad itself
- create actual ad
  - select media
  - format
  - links
  - call to action

**** ad formats

| format             | description                                    |
|--------------------+------------------------------------------------|
| image              | [[https://www.facebook.com/business/ads-guide/update/image][ad specs]] and [[https://www.facebook.com/business/ads/photo-ad-format][facebook images guide]]             |
| video/slideshow    | [[https://www.facebook.com/business/ads-guide/update/image][ad specs]] and [[https://www.facebook.com/business/ads/video-ad-format][facebook video guide]]              |
| carousel           | [[https://www.facebook.com/business/ads-guide/update/image][ad specs]] and [[https://www.facebook.com/business/ads/carousel-ad-format][facebook carousel guide]]           |
| collection         | [[https://www.facebook.com/business/ads-guide/update/image][ad specs]] and [[https://www.facebook.com/business/ads/collection-ad-format][facebook collection guide]]         |
| instant experience | [[https://www.facebook.com/business/ads-guide/update/image][ad specs]] and [[https://www.facebook.com/business/help/183469315334462?id=1633489293397055][facebook instant experience guide]] |

** how to create Facebook ads
1. navigate to Ads manager http://business.facebook.com/adsmanager
2. click create button
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   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e02a.png]]

3. choose buying type and campaing objective
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   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e02b.png]]

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   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e02c.png]]

*** campaign objectives
**** awareness
- show ads to people who are most likely to remember them
- good for
  - reach
  - brand awareness
  - video views
  - store location awareness

**** traffic
- send people to a destination, like your website, app, instagram profile or facebok event
- good for
  - link clicks
  - landing page views
  - instagram profile visits
  - messenger, instagram, and whatsapp
**** engagement
- get more messages, purchases through messaging, video views, post engagement, Page likes or event responses
- good for
  - messenger, instagram and whatsapp
  - video views
  - post engagement
  - conversions
  - calls
**** leads
- collect leads for your business or brand
- good for
  - instant forms
  - messenger and instagram
  - conversions
  - calls
**** app promotion
- find new people to install your app and continue using it
- good for
  - app installs
  - app events
**** sales
- find people likely to purchase your product or service
- good for
  - conversions
  - catalog sales
  - messenger, instagram and whatsapp
  - calls

*** example using objectives to incrase sales
**** engagment objective
- create posts with
  - offer coupon
  - discount
  - etc
- increase engagement of Facebook page posts
**** app promotion
- increase installs of your mobile app
**** sales objective -> conversions
- increase website conversions
  - sales
  - sign-ups
- retarget warm audiences (users that have interacted with site or ad)
- close the sale
- example
  - promote an expiring coupon code to urge warm audience to make a purchase
**** leads objective -> messages
- connect with customers
- answer questions
- drive them from interest to purchase

** first three steps of campaing objective
1. select objective
2. always choose manual setup
3. name the campaign
   - e.g. CE-Traffic-men1830-USA
     - CE: Course Envy
     - Traffic: campaign objective
     - men1830: targeting men of ages 18-30
     - USA: country targeted
4. campaign budget
   - type
     - daily
     - lifetime
   - optimization
     - distributes across ads to get more results

** help menu
- lower left hand corner]

** budget
- start between $5 to $10 daily budget
- when you see a high Return on Marketing Investment
  - shut off losing ads
  - continue testing winning ads

*** winning metrics
- ad relevance: greater than 60%
- cost per click (CPC): greater than 2%
- Cost Per Lead (CPL): less than $1 (ONE dollar) (depends on industry)
- Lead Capture Page Conversions: greater than 10%

*** scaling budget
- must have winning budget
- highly converting ad runnig
- at that point scale up by 25% every 3-4 days

** how to create each type of facebook campaign
*** awareness
| purpose | increase awareness for brand                   |
| targets | facebook, instagram, messenger                 |
| formats | single image, single video, carousel slideshow |

**** goal
- increase Brand Recall Lift (number of people likely to remember your ads wihtin two days)
- emotinally resonate with target customer
- DO NOT SELL
- AWARENESS ONLY

**** purpose
- this is a touch point with a customer
  - a customer needs on average 7 touch points (visually seeing brand) before remembering and purchasing from your business
- introduction / ongoing "remember me" ad

**** best practices
- subtle uses of brand
  - associates talent and skill to brand
- emotion provoking stories with brand
- if no story or logo, then promote for FREE to learn more about brand
  - pillar blog post
  - service
  - trial
  - newsletter
  - ebook
  - webinar

**** audience
- make audience wide
- we are in discovery phase
- to find your current audience
  1. go to facebook page
  2. professional dashboard
  3. click on Audience

- if you can't find Audience controls
  1. got to Advantage+ Audience
  2. TURN IT OFF
  3. you got back your audience controls
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   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e03a.png]]

**** placements
- generally leave it on Advantage+, but it's a good option to SPLIT TEST
- but if you want to go to MANUAL, then you have to TURN OFF ADVANTAGE
  1. first move the mouse over to where it says Advantage+ placements
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   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e03b.png]]

  2. this will show highlight the 'Edit' button
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   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e03c.png]]

  3. click 'Edit'
  4. if you want, you can now select 'Manual placements'

** mobile test website
- open your website or Facebook AD landing page URL in gogle chrome browser.
- right click anywhere on the page
- select inspect in the menu
- click desktop mobie view toggle button

** AD level
*** naming ad
- use a name that describes the following:
  - ad identity
  - media
  - call to action
  - text
  - links

*** ad identity
  - select facebook page
  - instagram account
  -
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   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e04a.png]]

*** media
1. Go to Ad Creative Section
2. click on 'Set up Creative'
3. pick either image or video
  - video is best
  - otherwise test three image options
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   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e05.png]]

*** call to action
- in the case of a Traffic or Engagement add you can send someone somewhere
  - under destination

** Detailed targeting
- found in Ad Set
- in the audience section
  - specify interests in the detailed targeting section

** Carousel Ads
- with a carousel you can identify which ad has the most clicks
- take that ad and use it in a new campaign

** Engagement Ads
- to engage people with facebook page or post
  - boosting posts
  - getting page likes
  - event responses/attendance

*** ad formats
- single image
- single video
- slideshow

*** best practices
- very little organic reach
  - less than 10% are organic
  - you must create post engagement ads

- before you do that
  - get clients to aminimum of 1000 page likes
    - so when a new customer sees the page they will be impressed

*** Create Post Engagement Ad
**** New Campaign
- choose engagement objective
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   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06a.png]]

**** AD Set

- Set Conversion Location to "on your ad"
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   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06b.png]]


- set Engagement Type to 'Post Engagement'

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   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06b2.png]]

- set Performance Goals to 'Maximize Engagement with Post'

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   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06b3.png]]

- set Performance Goals to 'Maximize Engagement with Post'

- make sure to exclude people who already like your page
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   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06c.png]]

- leave placements as Advantage+

**** New Ad
- split test using a single image AND a single video
  - you want lowest cost per page like

- give users an instant reason to like your page

*** best proctices for Post Engagement
- this is meant to boost a specific post on page

- facebook will target users more likely to engage
  - like
  - comment
  - share post

-  if you want traffic to a site, such as a link, use a Traffic of Conversion objective

*** Post Engagement Split Test
- create 3 campaign split tests
  1. target a looklike audience of current facebook page followers
  2. go broad and target competitors facebook page (or similar)
     - enable "advantage detailed targeting" option
  3. target just current facebook page followers via custom audience

**** Lookalike Audience
- in Ad Set
- Go to Audience and select create new -> 'lookalike audience'
  - select lookalike source
  - choose small lookalike at 1%

**** Competitor
- good top of funnel ad
- good for making lookalike audiences

- add interests in detailed targeting
- click on "advantage detailed targeting" option
  - allows you ta add competitors you forgot to add

**** Current
- if you have 1000 followers its enough