diff --git a/_share/media/img/facebook/envy/section 03/lesson-16/e02a.png b/_share/media/img/facebook/envy/section 03/lesson-16/e02a.png new file mode 100644 index 0000000..2d95228 Binary files /dev/null and b/_share/media/img/facebook/envy/section 03/lesson-16/e02a.png differ diff --git a/_share/media/img/facebook/envy/section 03/lesson-16/e02b.png b/_share/media/img/facebook/envy/section 03/lesson-16/e02b.png new file mode 100644 index 0000000..8bc4a9a Binary files /dev/null and b/_share/media/img/facebook/envy/section 03/lesson-16/e02b.png differ diff --git a/_share/media/img/facebook/envy/section 03/lesson-16/e02c.png b/_share/media/img/facebook/envy/section 03/lesson-16/e02c.png new file mode 100644 index 0000000..a5be8be Binary files /dev/null and b/_share/media/img/facebook/envy/section 03/lesson-16/e02c.png differ diff --git a/_share/media/img/facebook/envy/section 03/lesson-16/e03a.png b/_share/media/img/facebook/envy/section 03/lesson-16/e03a.png new file mode 100644 index 0000000..062e737 Binary files /dev/null and b/_share/media/img/facebook/envy/section 03/lesson-16/e03a.png differ diff --git a/_share/media/img/facebook/envy/section 03/lesson-16/e03b.png b/_share/media/img/facebook/envy/section 03/lesson-16/e03b.png new file mode 100644 index 0000000..89d3322 Binary files /dev/null and b/_share/media/img/facebook/envy/section 03/lesson-16/e03b.png differ diff --git a/_share/media/img/facebook/envy/section 03/lesson-16/e03c.png b/_share/media/img/facebook/envy/section 03/lesson-16/e03c.png new file mode 100644 index 0000000..f3d7278 Binary files /dev/null and b/_share/media/img/facebook/envy/section 03/lesson-16/e03c.png differ diff --git a/envy/_subsections/sec03/lesson-16.org b/envy/_subsections/sec03/lesson-16.org index 0252669..5786d0a 100644 --- a/envy/_subsections/sec03/lesson-16.org +++ b/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'