finished section 4

envy/_subsections/sec03/lesson-21.org

@@ -1,8 +1,473 @@
 #+title: Section 03 - Lessons 21 | campaign planning
 #+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../_share/media/css/facebook.css" />
+#+OPTIONS: H:6
 
 * Links
 - [[../../toc.org][TOC - Facebook Marketing Notes]]
 - [[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

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: <link rel="stylesheet" type="text/css" href="../../_share/media/css/ecomm.css" />
+#+OPTIONS: H:6
+
+* Links
+#+attr_html: :class links
+- [[../../toc.org][TOC - Facebook Marketing Notes]]
+- [[][S04|22 - video]]
+
+* Notes

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: <link rel="stylesheet" type="text/css" href="../../../_share/media/css/facebook.css" />
+#+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

envy/_subsections/sec04/S04|L25 - facebook audiences.org

@@ -0,0 +1,166 @@
+#+title: S04|L25 - facebook audiences
+#+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../_share/media/css/facebook.css" />
+#+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

envy/_subsections/sec04/S05|L27 - lead generation ads.org

@@ -0,0 +1,10 @@
+#+title: S05|L27 - lead generation ads
+#+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../_share/media/css/facebook.css" />
+#+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

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]]