started guide to creating facebook ads

envy/_subsections/sec03/lesson-15.org

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  #+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

envy/_subsections/sec03/lesson-16.org

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+#+title: Section 03 - Lessons 16 | Creating Facebook Ads
+#+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../_share/media/css/facebook.css" />
+
+* 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

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]]