got about 16m in video

envy/_subsections/sec03/lesson-16.org

@@ -60,12 +60,183 @@
 
 **** ad formats
 
-| format             | description                                                                                                                    |
-|--------------------+--------------------------------------------------------------------------------------------------------------------------------|
-| image              | [[https://www.facebook.com/business/ads-guide/update/image][ad specs]] and [[https://www.facebook.com/business/ads/photo-ad-format][facebook images guide]]                                  |
-| video/slideshow    | [[https://www.facebook.com/business/ads-guide/update/image][ad specs]] and [[https://www.facebook.com/business/ads/video-ad-format][facebook video guide]]                                   |
-| carousel           | [[https://www.facebook.com/business/ads-guide/update/image][ad specs]] and [[https://www.facebook.com/business/ads/carousel-ad-format][facebook carousel guide]]                             |
-| collection         | [[https://www.facebook.com/business/ads-guide/update/image][ad specs]] and [[https://www.facebook.com/business/ads/collection-ad-format][facebook collection guide]]                         |
+| format             | description                                    |
+|--------------------+------------------------------------------------|
+| image              | [[https://www.facebook.com/business/ads-guide/update/image][ad specs]] and [[https://www.facebook.com/business/ads/photo-ad-format][facebook images guide]]             |
+| video/slideshow    | [[https://www.facebook.com/business/ads-guide/update/image][ad specs]] and [[https://www.facebook.com/business/ads/video-ad-format][facebook video guide]]              |
+| carousel           | [[https://www.facebook.com/business/ads-guide/update/image][ad specs]] and [[https://www.facebook.com/business/ads/carousel-ad-format][facebook carousel guide]]           |
+| collection         | [[https://www.facebook.com/business/ads-guide/update/image][ad specs]] and [[https://www.facebook.com/business/ads/collection-ad-format][facebook collection guide]]         |
 | instant experience | [[https://www.facebook.com/business/ads-guide/update/image][ad specs]] and [[https://www.facebook.com/business/help/183469315334462?id=1633489293397055][facebook instant experience guide]] |
 
-** how to create facebook ads
+** how to create Facebook ads
+1. navigate to Ads manager http://business.facebook.com/adsmanager
+2. click create button
+   #+attr_html: :width 300
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e02a.png]]
+
+3. choose buying type and campaing objective
+   #+attr_html: :width 500
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e02b.png]]
+
+   #+attr_html: :width 300
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e02c.png]]
+
+*** campaign objectives
+**** awareness
+- show ads to people who are most likely to remember them
+- good for
+  - reach
+  - brand awareness
+  - video views
+  - store location awareness
+
+**** traffic
+- send people to a destination, like your website, app, instagram profile or facebok event
+- good for
+  - link clicks
+  - landing page views
+  - instagram profile visits
+  - messenger, instagram, and whatsapp
+**** engagement
+- get more messages, purchases through messaging, video views, post engagement, Page likes or event responses
+- good for
+  - messenger, instagram and whatsapp
+  - video views
+  - post engagement
+  - conversions
+  - calls
+**** leads
+- collect leads for your business or brand
+- good for
+  - instant forms
+  - messenger and instagram
+  - conversions
+  - calls
+**** app promotion
+- find new people to install your app and continue using it
+- good for
+  - app installs
+  - app events
+**** sales
+- find people likely to purchase your product or service
+- good for
+  - conversions
+  - catalog sales
+  - messenger, instagram and whatsapp
+  - calls
+
+*** example using objectives to incrase sales
+**** engagment objective
+- create posts with
+  - offer coupon
+  - discount
+  - etc
+- increase engagement of Facebook page posts
+**** app promotion
+- increase installs of your mobile app
+**** sales objective -> conversions
+- increase website conversions
+  - sales
+  - sign-ups
+- retarget warm audiences (users that have interacted with site or ad)
+- close the sale
+- example
+  - promote an expiring coupon code to urge warm audience to make a purchase
+**** leads objective -> messages
+- connect with customers
+- answer questions
+- drive them from interest to purchase
+
+** first three steps of campaing objective
+1. select objective
+2. always choose manual setup
+3. name the campaign
+   - e.g. CE-Traffic-men1830-USA
+     - CE: Course Envy
+     - Traffic: campaign objective
+     - men1830: targeting men of ages 18-30
+     - USA: country targeted
+4. campaign budget
+   - type
+     - daily
+     - lifetime
+   - optimization
+     - distributes across ads to get more results
+
+** help menu
+- lower left hand corner]
+
+** budget
+- start between $5 to $10 daily budget
+- when you see a high Return on Marketing Investment
+  - shut off losing ads
+  - continue testing winning ads
+
+*** winning metrics
+- ad relevance: greater than 60%
+- cost per click (CPC): greater than 2%
+- Cost Per Lead (CPL): less than $1 (ONE dollar) (depends on industry)
+- Lead Capture Page Conversions: greater than 10%
+
+*** scaling budget
+- must have winning budget
+- highly converting ad runnig
+- at that point scale up by 25% every 3-4 days
+
+** how to create each type of facebook campaign
+*** awareness
+| purpose | increase awareness for brand                   |
+| targets | facebook, instagram, messenger                 |
+| formats | single image, single video, carousel slideshow |
+
+**** goal
+- increase Brand Recall Lift (number of people likely to remember your ads wihtin two days)
+- emotinally resonate with target customer
+- DO NOT SELL
+- AWARENESS ONLY
+
+**** purpose
+- this is a touch point with a customer
+  - a customer needs on average 7 touch points (visually seeing brand) before remembering and purchasing from your business
+- introduction / ongoing "remember me" ad
+
+**** best practices
+- subtle uses of brand
+  - associates talent and skill to brand
+- emotion provoking stories with brand
+- if no story or logo, then promote for FREE to learn more about brand
+  - pillar blog post
+  - service
+  - trial
+  - newsletter
+  - ebook
+  - webinar
+
+**** audience
+- make audience wide
+- we are in discovery phase
+- to find your current audience
+  1. go to facebook page
+  2. professional dashboard
+  3. click on Audience
+
+- if you can't find Audience controls
+  1. got to Advantage+ Audience
+  2. TURN IT OFF
+  3. you got back your audience controls
+   #+attr_html: :width 600
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e03a.png]]
+
+**** placements
+- generally leave it on Advantage+, but it's a good option to SPLIT TEST
+- but if you want to go to MANUAL, then you have to TURN OFF ADVANTAGE
+  1. first move the mouse over to where it says Advantage+ placements
+   #+attr_html: :width 600
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e03b.png]]
+
+  2. this will show highlight the 'Edit' button
+   #+attr_html: :width 600
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e03c.png]]
+
+  3. click 'Edit'
+  4. if you want, you can now select 'Manual placements'