diff --git a/_share/media/img/facebook/envy/section 03/L15E01.png b/_share/media/img/facebook/envy/section 03/L15E01.png new file mode 100644 index 0000000..f973c5e Binary files /dev/null and b/_share/media/img/facebook/envy/section 03/L15E01.png differ diff --git a/_share/media/img/facebook/envy/section 03/L15E02.png b/_share/media/img/facebook/envy/section 03/L15E02.png new file mode 100644 index 0000000..8e7c2da Binary files /dev/null and b/_share/media/img/facebook/envy/section 03/L15E02.png differ diff --git a/_share/media/img/facebook/envy/section 03/L15E03.png b/_share/media/img/facebook/envy/section 03/L15E03.png new file mode 100644 index 0000000..634569f Binary files /dev/null and b/_share/media/img/facebook/envy/section 03/L15E03.png differ diff --git a/envy/_subsections/sec03/lesson-15.org b/envy/_subsections/sec03/lesson-15.org index 14ff338..cc23a19 100644 --- a/envy/_subsections/sec03/lesson-15.org +++ b/envy/_subsections/sec03/lesson-15.org @@ -178,3 +178,100 @@ #+attr_html: :width 400px [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15-funnel-video-e.png]] + +** email funnel +*** first email +- thank them for signing up to mini course +- provide a link to course +*** second email +- in 2 days follow up with another email offering more value +- user should trust you +- email them with course bundle for sale with time sensitive coupon to create sense of urgency + - promote product or service for sale for this lead + +*** if they don't reply +- retarget this list of emails via a "Hot Leads" custom audience in another Facebook ad campaign +** facebook funnels +*** split test campaign +- one variable at a time +- at all three levels + - objective + - ad set + - ad +- optimizing key metrics + - thi sis usually lowest cost per conversion + +*** shut off non performing ads +- every 2-3 days +- too expensive +- non performing + +*** when you find winning ads +- slowly scale up their budget by 20-30% every 2-3 days + +** lookalike audience +- you can create an audience based on external data sources e.g. email list +#+attr_html: :width 300px +[[file:../../../_share/media/img/facebook/envy/section 03/L15E01.png]] + +** choosing an audience for an ad +- done in the ad set +- check to make sure the audience isn't too broad or too narrow +#+attr_html: :width 300px +[[file:../../../_share/media/img/facebook/envy/section 03/L15E02.png]] + +** customize ad copy +if they looked at a blog post, mention it + +** placement for target market +- facebook news feed +- facebook messenger +- facebook stories +- instagram feed +- instagram stories + +#+attr_html: :width 300px +[[file:../../../_share/media/img/facebook/envy/section 03/L15E03.png]] + +- usually best to use automatic + +** full facebook funnel +*** top of funnel +1. split test TOP fo funnel content to + - broad audiences (1m+ potential reach) + - narrow audience (20k targeted) +2. use TRAFFIC Objective + - split test one variable at a time + - 3-7 days + - AD SET and AD level +3. tests include + - detailed targeting + - ad text copy + - ad media (images vs video) + +**** goal is to find a balance between +- low cost per add to cart + - "cost per result" in AD SET + +- highly relevant ads + - open individual ADs + - have average to above average metrics in + - Quality Ranking + - Enagement Rate Ranking + - Conversion Rate Ranking + +*** middle of funnel content +- Custom Audience of website traffic + - people who went to top of funnel PILLAR content page + - warm audience +- use Conversion Object (leads) + - split test on variable at a time for 3-7 days at AD level + - AD Text Copy + - AD Media (images vs. video) +- analyze ads to see which is producing the most conversion for this ad campaign + +*** bottom of funnel +- Conversion Objective (Purchases) + - AD SET level split test regarding HOT audiences + - leads that opted for free item in last campaign + - people who added something to the cart on the website but didn't make a purchase diff --git a/envy/_subsections/sec03/lesson-16.org b/envy/_subsections/sec03/lesson-16.org new file mode 100644 index 0000000..13dde7b --- /dev/null +++ b/envy/_subsections/sec03/lesson-16.org @@ -0,0 +1,43 @@ +#+title: Section 03 - Lessons 16 | Creating Facebook Ads +#+HTML_HEAD: + +* 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]] + +* 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) +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 diff --git a/envy/toc.org b/envy/toc.org index ec6a0c1..fa5426f 100644 --- a/envy/toc.org +++ b/envy/toc.org @@ -30,3 +30,4 @@ #+attr_html: :class contents-overview - [[./_subsections/sec03/lesson-14.org][Lessons 14: Facebook Ad Course & Creative Guide]] - [[./_subsections/sec03/lesson-15.org][Lessons 15: Facebook Sales Funnel]] +- [[./_subsections/sec03/lesson-16.org][Lessons 16: Ultimate Guide to Creating Facebook Ads]]