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[[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/19991792#overview][S03:L21 - video]] * Notes +** numbers & budgets +- find business numbers and develop budget + - customer average order value AOV + - customer average lifetime value + +*** cpa and basic budget +- CPA = Ad Spend / Number of Conversions +- Break Even CPA = AOV - Expenses = Profit Per OrdeR + +- daily budget = 10 x CPA (cost per action) + - optimal budget for collecting data in facebook ads + +*** top of funnel +- 20% of daily ad spend budget +- feed facebook pixel +- identify interested users +- future warm audience + - retarget + - look alike audience + +**** allocate TOF budget +- find Ad Set target market + - optimize later + - split test one variable per + +- break TOF budger + - traffic + - video views + - post engagement + +*** nothing is set in stone +**** three ways people can consume the same content +- you can put $100 to a traffic campaign with a great blog post you want to drive users to +- you could include the blog post URL in a facebook and Post Engagement campaign +- create a video version of the blog for Video Views + +**** bottom line +- split test + - content + - ads +- try things out + +**** important suggestion: videos +- create 1-2 videos for Video Engagement Custom Audiences +- Facebook FAVORS video content + +*** after creating a TOF campaign +- toggle Advantage Campaign Budget option at Campaign Objective selection level + +- allocate at $1 minimum per Ad Set + - this is just the minimum + - it will end up higher + +- test 10 Ad Sets + +- rewatch lecture [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/21226114#overview][The Compelte Facebook Spit Testing Guide]] + - duplicate ad sets + - duplicate split test + +**** how to break down the 10 ad sets +***** Lookalike Audience: 6 out of 10 +- select Lookalike Audiences of people who have taken action + - leads + - purchases + - etc + +***** Cold Audience: 3 out of 10 +- starting from scratch it will be 9 out of 10 + - no custom audiences + - no lookalike audiences + +- target a COLD AUDIENCE in each ad set a single + - interest + - demographic + - gender + - age + - location + - behavior + +- go BROAD to find INTERESTED people + - pick a large range + - age + - device (ios, etc.) + +- create an Avatar of the perfect customer + +***** Faisafe audience: 1 out of 10 +- MAX Broad audience +- target + - one country + - large age group 18-65 + - all genders + +- fail safe ad set in case the prev 9 sets are wrong +- the relevant ad content will get who you need to get + +**** TOF Campaign Audience testing +- every 3 days / 1000 impressions per ad set +- review ad sets and toggle off losers + +- TOF is for testing + - replace the loser with a new set + - change some variable + - duplicate winning ad sets and adjest it + +- large budget + - 50 ad sets targeting 1 audience each + +- small budget 100-500 per day + - 10 ad sets + - toggle off losers every 3 days and add new test audience + +*** favorite lookalike audiences +- warm is always best + - someone who engaged +- someone who looks and acts online same as your warm audience + +**** best audiences types +- Website Custom Audience : visitors by time spent - top 25% + - removes users who bounce + +- Facebook Page Custom Audience + - everyone who engaged with your page + +- instagram business profile custom audience + - everyone who engages with your business + +- Video Engagement Custom Audience + - people who either completed or viewed at least 15 seconds of your video (ThruPlay) + +- Website Custom Audience : AddToCart + - create a 7, 14, and 30 day custom audience +- Website Custom Audience : InitiateCheckout +- Website Custom Audience : All website visitors +- Website Custom Audience : People who visited specific web pages + - e.g. landingpage + +- Website Custom Audience: Buyers + - mutliple + - single + - all + +- Customer List Audience : setment lists + - email subscribers + - buyers + +**** lookalike audiences +- replace all COLD TRAFFIC with LOOKALIKE AUIDENCES +- you need 1000 users or more +- lookalike perform best for TOF targeting + +*** favorite TOF ad +- Post Engagement Campaign +- normally people use a lead capture page via Conversion that costs $1-$5 per lead + +**** HOOK AND INSPIRE +- publish a post to a facebook page asking a question +- engages and comments on post +- a comment is equivalent to a micro transaction with your brand + - warmer + +**** how to +- target Broad Audience +- Post Engagement Campaign + - also builds up social proof + - natural virality + - if its large enough facebook will lower costs +- GET COMMENTS ON THE POST - ie answers to the question + +**** custom audience +- Facebook Page Custom Audience > People who engaged with any post or ad + +**** pro tip +- try to get a few likes on every post +- it looks good + +*** perfect post +- 1+ share per 100 impressions +- comments under .25$ each +- use the post ID for a new ad + + +** TOF Content +- people hate being sold +- don't sell unless the product is under $30 (impulse buy) +- give away value and retarget + +- try at least 2 different TOF ad content optinos + - each offering a different value proposition + +*** text +- polls + - this is good for finding out more about your clients +- surveys +- quizzes +- quetions + +- questions that prompt for user comments + +- CTA send message button + +*** videos +- commericals +- educational meets entertaining + +*** lists +- top 10 ways to XYZ +- The 7 Best Products for XYZ (free value relevant to your target market) + +*** contests / giveaways +- can attract parasites +- win/win giveaways +- ie 'free pie with every order' + +*** lead magnets +- free course +- ebook +- tutorial +- coupon +- food +- product +- etc + +** Middle of Funnel (MOF) +- 50% of daily ad spend budget is allocated to MOF campaigns +- retargeting WARM AUDIENCES +- testing targeting cold audiences with offer or "sale ad" + +*** event goal campaign +- Conversion Objective > Purchase +- could be selling or collecting leads + +- have facebook find and optimize ads for users most likely to CONVERT +- build Custom Audiences with most likely to convert + +*** start a retargeting campaign +- you can start a retargeting campaign with as little as ONE person in the custom audience + +- best to have 1000 in custom audience before retargeting + + + +** buyer retargeting +- facebook campaigns work better at retargeting than emailing + +*** testimonials + user generated content +- photos / videos of customers using the product +- create a contest to get past customers to create content for you + +*** reach campaign for past buysers +- set conversion to Awareness (REACH) +- use that instead of SALES + +*** strategies +**** purchase event in 7 days +***** process +1. create a custom audience of users who have made a PURCHASE event in the past 7 days +2. retardget this audience with an Awareness (REACH) objective campaign +3. at the AD SET level, set the *Frequence Cap* to 1 impression every 3 days +4. Create an ad with a selfie video (best engagement results by far for us) + - say something like: ~Thank you so much for your purchase from [company name]! We are so excited to have you as part of our community! If you need anything, please feel free to reach out to us! Thanks again!~ + +***** why does this work +- extremely effective +- people appreciate being appreciated! + +**** purchase event 30 and 60 days +create two Custom Audiences of users who made a PURCHASE event in the past 30 and 60 days. + +***** 30 days +- Let customers use your product/ service for 30 days before asking for a review via email +- this eliminates the users that are unhappy or already claimed a refund in the first 30 days + +***** 60 days +1. gamify (ie contest) the creation of user generated content + - e.g. tesimonial / review + - videos + - photos +2. create an ad targeting "Purchase in past 60 days" Custom Audience and *exclude* "Purchase in past 30 days" Audience + - we are targeting buyers between 31-60 days + +** optimize for conversions +- facebook is seeking users that are most likely to CONVERT (view content, signup, buy, etc) + - target that user as much as possible + +- SALES conversion campaigns are the most expensive / high CPM user to market + - split test other campaigns + - Video + - Traffic + - etc + +| sales conversion type | goal | +|-----------------------+--------------| +| TOF | View Content | +| MOF | Add to Cart | +| BOF | Purchase | + +*** purpose +- optimize and build custom audiences likely to CONVERT +- other reasons: + - lower costs + - want a specific action taken e.g. Engagement -> Video Views + +*** Bottom Of Funnel Audience +- Video Views 75% +- Customer Lists (email leads) +- add to cart +- Initiate Checkout +- MOF View Content (from MOF Custom Audiences, such as XYZ product page view) +- Webiste Visitors by time spent (top 25%) +- Facebook Page Custom Audience > People who engage with any post or ad + +*** vip audiences +#+attr_html: :width 500 +file:../../../_share/media/img/facebook/envy/section_03/lesson-21/ex01-custom_audience.png +- more than one purchase +- spent over a certain amount + +**** lookalike +- wait till it's over 1,000+ in size +- create lookalike + +** Facebook Pixel +- install Facebook Pixel on website and let it collect event data + - collect 100 total conversion events before starting sales campain for that specific conversion event + + +** order of optimization +1. identify target audience + - interested people + - action takers (buyers) + +2. use testing to determinate what creative works best for target market + - examples + - images + - videos + - ad formats (ie carousels) + +3. test and tweak copywriting + +** dynamic creative +- always test 5 ad creative variables. + - images + - videos + - primary text + - headline + - etc + +- never assume you have the perfect ad + +- bulk test variables with Dynamic Creative enabled ad AD SET level + +*** process +1. create single campaign (with Campaign Budget Optimization toggle on) +2. create a single AD SET under that campaign +3. create a single DYNAMIC CREATIVE ad with 5 variables under each ad creative area (up to 10 variables for images/ videos) +4. duplicate the AD SET 10 times (for split testing) + +#+attr_html: :width 1000 +file:../../../_share/media/img/facebook/envy/section_03/lesson-21/ex02-dynamic_ad.png + +*** analysis +- *Ads Manager* > Ads Tab > *Breakdown* menu > *Dynamic Creative Asset* + - select each Dynamic Creative Asset to review results + +- one campaign for testing and one for performance + 1. test for 3 days + 2. review Dynamic Creative Assets via Breakdown menu + 3. identify best Custom Audience + +** Ad Creative +*** general +- what makes your product special + - what is your unique selling proposition +- how is your product a SOLUTION to their PROBLEM + - SELL THE OUTCOME + - test different ways to convey this with your creatives +- split test +- get people to say "YES" (literally) + - this is micro transaction + +*** middle of funnel +**** answer OBJECTIONS that the customer may have about your product + - share why XYZ is worth their time + - use testimonials + - money back guarantee +**** test scarcity and FOMO creatives + - show a success story +**** test various ad copy to see which Objection Debunk results in sales + - can be used in TOF + - may include ANSWERS to common objections before they happen + - 30 day money back guarantee + - clearly describe what the product does / problem it solves + - free gift + +**** high priced product (100$ +) +- continue to build trust +- provide value +- nurture relationship with + - ads narrative / store + - testimonials + - why people should care +- hit the "7 Touch Points" of people seeing and learning about brand before they buy + +*** bottom of funnel +**** user generated content +- video testimonials +- customer reviews + - create a slideshow or video +- images of customers with product + - carousel ads + +**** build credibility +- why should they trust you + - awards won + - total customers + +**** ads relevant to retarget audience +- Ad to Cart audience + - remind them that they left something in cart + - use a 10% off coupon to return and finsihe checking out + - for these guys exclude the Past Customer Audience + +**** PRO TIP +- don't always use discounts +- limited time only +- bonus item to add value and incentivize + +** User Generated Content +- unboxing videos for products +- carousel ads with different customer testimonial video/ text +- written reviews in a 30 second video slidesho with images of product, customer pics and text overlay +- customers wearing or using your product in videos or images + +** Track Testing +- all data is stored in Facebook Ads Manager +- manually review and pull data to look in a spreadsheet + +*** spreadsheet layout + +#+attr_html: :width 800 +file:../../../_share/media/img/facebook/envy/section_03/lesson-21/ex03-spreadsheet.png + +**** tabs + - audiences + - age + - gender + - location + - placements + - creative + +**** columns +- identifier + - interest targeted +- amount spent +- CPM (cost per 1000 views) +- CPC (cost per click) +- CTR (click through rate) +- Conversions + - leads + - purchases +- Cost Per Result (CPA) +- Revenue +- Profit diff --git a/envy/_subsections/sec04/S04|22 - overview of how to install meta pixel dataset.org b/envy/_subsections/sec04/S04|22 - overview of how to install meta pixel dataset.org new file mode 100644 index 0000000..e4d837d --- /dev/null +++ b/envy/_subsections/sec04/S04|22 - overview of how to install meta pixel dataset.org @@ -0,0 +1,10 @@ +#+title: S04|22 - overview of how to install meta pixel dataset +#+HTML_HEAD: +#+OPTIONS: H:6 + +* Links +#+attr_html: :class links +- [[../../toc.org][TOC - Facebook Marketing Notes]] +- [[][S04|22 - video]] + +* Notes diff --git a/envy/_subsections/sec04/S04|L22 - overview of how to install meta pixel dataset.org b/envy/_subsections/sec04/S04|L22 - overview of how to install meta pixel dataset.org new file mode 100644 index 0000000..07d5ac8 --- /dev/null +++ b/envy/_subsections/sec04/S04|L22 - overview of how to install meta pixel dataset.org @@ -0,0 +1,116 @@ +#+title: S04|L22 - overview of how to install meta pixel dataset +#+HTML_HEAD: +#+OPTIONS: H:6 + +* Links +#+attr_html: :class links +- [[../../toc.org][TOC - Facebook Marketing Notes]] +- [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/42953100#overview][S04|L22 - video]] +- [[file:../../../_share/data/envy/facebook/section03/20-Facebook_Meta_Pixe_Standard_Events_and_Custom_Conversions.pdf][meta pixel, standard events, and custom conversions pdf]] +- https://www.coursenvy.com/post/custom-conversions-url-contains-or-url-equals + +* Notes + +** set up datasource + +1. go to the left sidebar, and click on 'All Tools' icon + + #+attr_html: :width 800 + file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex01a-all_tools.png + +2. now click on 'Business Settings' + + #+attr_html: :width 800 + file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex01b-business_settings.png + +*** data sources +facebook got rid of the 'pixels' subcategory and replaced it with 'datasets' + +1. click on 'Data Sources' + + #+attr_html: :width 400 + file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex02a-data_sources.png + +2. click on 'Datasets', then 'Add' + + #+attr_html: :width 400 + file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex02b-datasets.png + +3. enter the pixel name and hit 'create' + - it's suggested you use the date in the name so you know when it was created + + #+attr_html: :width 800 + file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex02c-create_dataset.png + +*** add yourself and assets + +you will be taken to the Dataset page where it will show your created datasets +#+attr_html: :width 800 +file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex03a-dataset.png + +1. add yourself to the dataset + #+attr_html: :width 800 + file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex03b-add_yourself.png + +2. connect it to your Ad Campaign + #+attr_html: :width 800 + file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex03c-asset.png + + +** use the pixel + +1. go to event manager + + #+attr_html: :width 800 + file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex04a-eventmanager.png + +2. click on settings + + #+attr_html: :width 800 + file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex04b-settings.png + + +*** set up the pixel + +1. turn on Automatic Website Matching + + #+attr_html: :width 800 + file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex05a-automatic_website_matching.png + +2. turn on Event Setup Tool + + #+attr_html: :width 800 + file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex05b-event_setup_tool.png + +*** install the pixel into your website + +1. Setup Partner Integration + + #+attr_html: :width 800 + file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex06a-partner_integration.png + +2. choose partner + + #+attr_html: :width 800 + file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex06b-choose_partner.png + + +3. scroll up the settings page and get the Dataset ID + + #+attr_html: :width 800 + file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex06c-dataset_id.png + + +** testing +1. go to 'Test Events' + - confirm server set up correctly + - confirm website events set up correctly + - type in website url + - browse around, click on buttons + - + #+attr_html: :width 800 + file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex07a-test_events.png + +2. Go to diagnositcs + #+attr_html: :width 800 + file:../../../_share/media/img/facebook/envy/section_03/lesson-22/ex07b-diagnostics.png diff --git a/envy/_subsections/sec04/S04|L25 - facebook audiences.org b/envy/_subsections/sec04/S04|L25 - facebook audiences.org new file mode 100644 index 0000000..5db09d4 --- /dev/null +++ b/envy/_subsections/sec04/S04|L25 - facebook audiences.org @@ -0,0 +1,166 @@ +#+title: S04|L25 - facebook audiences +#+HTML_HEAD: +#+OPTIONS: H:6 + +* Links +#+attr_html: :class links +- [[../../toc.org][TOC - Facebook Marketing Notes]] +- [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/21226122#overview][S04|L25 - video]] +- [[file:/Users/ronny/Documents/_notes/org-mode/courses/media/facebook/_share/data/envy/facebook/section03/22-Audiences.pdf][Facebook Audiences pdf]] + +* Notes +** custom audiences +AD Set / Audience + +*** where to get +- email lists +- website or app traffic +- engagement on + +*** filtering +- age +- location +- etc + +** custom audience naming acronyms +- CA :: custom audience +- LA :: lookalike audience +- WC :: website clicks +- CL :: customer list + +** creation guide +*** custom audience examples +- Website -> All Website Visitors +- Website -> From your events |> Purchase +- Website -> Vistors by Time Spent |> Top 25% + - (removes users who BOUNCE right away) +- Facebook Page |> Everyone who engaged with Page +- Instagram Account |> Everyone who engaged with business +- Video Engagement |> people who viewed at least 15 sec +- Website |> AddToCart +- Website |> InitiateCheckout +- Website |> People who visited specific pages + - create for all key pages to track + - examples + - lead capture landing + - sales + - thank you confirmation +- Customer List + - divide lists by email subscribers and BUYERS + +*** best custom audiences +**** Customer List +- past customers for upsells or future sales +- data examples + - names + - email + - etc. + +**** TOP 25% +- great for retargeting warm audiences +- focus on users who spend time reading content and reviews + +**** Video Engagement |> 15 sec +- targeting ThruPlays +- 75%+ view time convert well + +**** Facebook Page | Instagram account + +** targeting + +*** time duration +- for any type of custom audience, create six variations based on last time visited + - upsell + - more content +**** durations (days) + - 7 + - 14 + - 30 + - 60 + - 90 + - 180 + +*** exclusion +- target based on an audience that hadn't hit a specific page +**** examples +- newsletter page +- hit the confirmation but not the thank you + - (they didn't confirm) + +*** website +**** events +- purchase +- multiple requirements (purhcase and something else and 30 days) + +**** frequency +- they hit the site frequently + +**** aggregaed value purchased more than +- one item +- a certain dollar amount + +**** specific web pages +- blog posts related to specific courses, etc + +*** customer list +- facebook can match to the data you give +- upload a csv file + - first name + - email + - city + - birthdate + - phone num + - age + - value + - how much they bought + +** targeting facebook page / instagram account engagement +- people naturally seeing page content in feed drops +- you must target them with ads + +*** strategies +- promote posts to current fans +- move engaged fans through sales funnel + - landing page + - capture email + - convert to customer + - upsell +- create lifetime customers - promote new services and products +- drive fans from facebook to instagram and vice versa + +*** example +- people that engaged with facebook page in past 30 days +- engaged with post / ad, or clicked call to action + + +** best practices: video engagement +things to create: + +*** video of product or service for sale + - infomercial + - PROBLEM / SOLUTION format + - create a Video Views ad campaign objective + +*** 75% watch Video Custom Audience +- after publishing video views campaign + +*** Conversion objective ad campaign +- target the initial 75% watch Video Custom Audience +- use CASE STUDY or TESTIMONIAL + - convince warm audience why your product is great + +- Conversion campaign to direct users to sales page + +** custom audience: Lead form +*** who is this +engaged with facebook lead generation campaign forms + - opened the form + - submitted the form + - didn't submit + +*** for didn't submit +"why didn't you claim your XYZ, offer expires to day, sign up now! + +*** for submitted +- create a custom audience of "opened and submitted" +- very warm audience diff --git a/envy/_subsections/sec04/S05|L27 - lead generation ads.org b/envy/_subsections/sec04/S05|L27 - lead generation ads.org new file mode 100644 index 0000000..1c38e81 --- /dev/null +++ b/envy/_subsections/sec04/S05|L27 - lead generation ads.org @@ -0,0 +1,10 @@ +#+title: S05|L27 - lead generation ads +#+HTML_HEAD: +#+OPTIONS: H:6 + +* Links +#+attr_html: :class links +- [[../../toc.org][TOC - Facebook Marketing Notes]] +- [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/22026450#overview][S05|L27 - video]] + +* Notes diff --git a/envy/toc.org b/envy/toc.org index cc20b25..9aa0179 100755 --- a/envy/toc.org +++ b/envy/toc.org @@ -34,3 +34,13 @@ - [[./_subsections/sec03/lesson-18.org][Lessons 18: Ads, Budgets, Bidding & Schedules]] - [[./_subsections/sec03/lesson-19.org][Lessons 19: Complete Facebook Split Testing Guide]] - [[./_subsections/sec03/lesson-21.org][Lessons 21: Campaign Planning]] + +** Section 4: Facebook Pixel + Audiences +#+attr_html: :class contents-overview +- [[./_subsections/sec04/S04|L22 - overview of how to install meta pixel dataset.org][Lessons 22: Overview of How to Install Meta Pixel Dataset]] +- [[./_subsections/sec04/S04|L25 - facebook audiences.org][Lessons 25: Facebook Audiences]] + +** Section 5: Types of Facebook Ads - In Depth Analysis + +#+attr_html: :class contents-overview +- [[./_subsections/sec04/S05|L27 - lead generation ads.org][Lesson 25: Lead Generation Ads]]