added custom audiences

envy/_subsections/sec03/lesson-15.org

@@ -6,3 +6,145 @@
 - [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/16613848#overview][S03:L15 - Facebook Sales Funnel]]
 
 * Notes
+** basic funnel
+1. *brand awareness*: customer aware and interested in product
+   - *goal*: attract
+   - engaging and shareable content
+     - images
+     - videos
+     - infographics
+     - how tos
+     - content
+       - inspiring
+       - funny
+2. retarget warm customers
+   - *goal*: increase interest and capture leads
+   - retarget warm audiences
+     - provide value
+       - something free for email
+         - coupons
+         - contests
+         - ebooks
+     - market offers and promotions
+3. retarget and convert lead into sale
+   - *goal*: sales
+   - collect leads
+   - build trust
+     - customer service
+     - answer questions
+
+** what is the funnel goal?
+- what are you trying to get the customer to do with the funnel?
+*** examples
+- signup
+  - newsletter
+  - webinar
+  - email list
+- sale
+  - service
+  - physical product
+- promote event
+- increase website traffic
+
+*** how to warm up
+- don't try zero to sale
+- warm up user / build relationship
+  - build brand awareness
+  - share product/service benefits
+  - provide value for free
+  - capture leads via a lead magnet/giveaway
+    - email address that can retargeted
+    - visitor to website
+
+** split test
+*** things to test
+- campaigns
+- ad sets
+- ads
+- images
+- text
+
+*** one variable at a time
+- ad objectives
+- detailed targeted
+- ad copy
+- ad images/ video
+
+** split test funnel
+- optimize as necessary
+- for testing, have multiple
+  - funnels
+  - lead capture pages
+  - offers
+
+*** funnel process overview
+1. facebook ad to free website content
+2. retarget warm website visitors with free opt-in offer
+3. send thank you email & freebie to new opt in user
+4. send email providing more free value
+5. email & retarget facebook opt-in list with paid offer
+
+*** funnel process breakdown
+**** facebook ad to free website content
+   - finish with CTA
+   - final sentence as bait
+
+**** retarget warm website visitors with free opt-in offer
+   - show ad to someone who engaged with content
+     - visited website
+     - watched facebook video
+     - subscribed to email list
+   - use Facebook Pixels
+     - track visitors
+     - create Custom Audiences for users who visited specific urls
+
+**** send thank you email & freebie to new opt in user
+**** send email providing more free value
+**** email & retarget facebook opt-in list with paid offer
+
+** creating Custom Audiences
+- log into Ads Manager account
+- select All Tools
+- select Audiences from Advertise section
+ #+attr_html: :width 600px
+ [[file:~/notes/courses/social_media/facebook/_share/media/img/facebook/envy/section 03/L15a.png]]
+
+- select Create a custom audience
+
+*** facebook page
+- select *Facebook Page* from the *Meta sources* section of the
+
+ #+attr_html: :width 600px
+ [[file:~/notes/courses/social_media/facebook/_share/media/img/facebook/envy/section 03/L15b.png]]
+
+- access drop down in Events and select Everyone who engaged with page
+- give the audience a name
+ #+attr_html: :width 600px
+ [[file:~/notes/courses/social_media/facebook/_share/media/img/facebook/envy/section 03/L15c.png]]
+
+
+*** website
+- select *website* from *Your Sources* section of Create custom Audience
+- choose a Facebook Pixel in *source*
+- choose *People who visited specific web pages* in *Events
+- add the url of the page
+  - use "url contains"
+  - give the full path
+- give the audience a name
+ #+attr_html: :width 600px
+ [[file:~/notes/courses/social_media/facebook/_share/media/img/facebook/envy/section 03/L15d.png]]
+
+*** using in Advertisements
+- find Audience in the Ad Set
+- click on *custom audience* search bar
+- pick the audience you named
+- it will appear
+
+ #+attr_html: :width 600px
+ [[file:~/notes/courses/social_media/facebook/_share/media/img/facebook/envy/section 03/L15e.png]]
+
+ #+attr_html: :width 600px
+ [[file:~/notes/courses/social_media/facebook/_share/media/img/facebook/envy/section 03/L15f.png]]
+
+ #+attr_html: :width 600px
+ [[file:~/notes/courses/social_media/facebook/_share/media/img/facebook/envy/section 03/L15g.png]]