added info on Post Engagement ads

.gitmodules

@@ -1,3 +1,4 @@
 [submodule "_share/media/sass/org-media-sass"]
 	path = _share/media/sass/org-media-sass
 	url = git@bitbucket.org:ronnyabraham/org-media-sass.git
+        branch = main

_share/media/sass/facebook.sass

@@ -1,7 +1,7 @@
 @use "sass:map"
 @use "sass:color"
 
-@use 'org-media-sass/default-org-mode'
+@use 'org-media-sass/org-base'
 
 @use 'org-media-sass/themes/cosmic-notes.sass' as * 
 @use 'org-media-sass/fonts' as fonts

_share/media/sass/org-media-sass

@@ -1 +1 @@
-Subproject commit d8096e6e31288fbf518a6861dc68a420ddd5d6e1
+Subproject commit 81ab28665924e14c9fabbe78a56bfa8563583d82

envy/_subsections/sec03/lesson-15.org

@@ -6,3 +6,272 @@
 - [[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/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/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/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/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/media/facebook/_share/media/img/facebook/envy/section 03/L15e.png]]
+
+ #+attr_html: :width 600px
+ [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15f.png]]
+
+ #+attr_html: :width 600px
+ [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15g.png]]
+
+** Video facebook funnel
+*** what
+- split top of funnel ad content when building brand awareness
+  - testing
+- retarget the audience in your second ad
+  - if someone sees the other ad or a similar ad, create an audience for it
+  - target that audience with the new ad
+
+*** how
+1. Meta Business-> Audiences-> Create Audience
+2. Select Video
+3. Choose which type of Engagement from the drop down
+4. after that the option to select a video you want to base this on will appear
+5. Pick the video, and customize any parameters
+
+ #+attr_html: :width 400px
+ [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15-funnel-video-a.png]]
+
+ #+attr_html: :width 400px
+ [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15-funnel-video-b.png]]
+
+ #+attr_html: :width 400px
+ [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15-funnel-video-c.png]]
+
+ #+attr_html: :width 400px
+ [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15-funnel-video-d.png]]
+
+ #+attr_html: :width 400px
+ [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15-funnel-video-e.png]]
+
+** email funnel
+*** first email
+- thank them for signing up to mini course
+- provide a link to course
+*** second email
+- in 2 days follow up with another email offering more value
+- user should trust you
+- email them with course bundle for sale with time sensitive coupon to create sense of urgency
+  - promote product or service for sale for this lead
+
+***  if they don't reply
+- retarget this list of emails via a "Hot Leads" custom audience in another Facebook ad campaign
+** facebook funnels
+*** split test campaign
+- one variable at a time
+- at all three levels
+  - objective
+  - ad set
+  - ad
+- optimizing key metrics
+  - thi sis usually lowest cost per conversion
+
+*** shut off non performing ads
+- every 2-3 days
+- too expensive
+- non performing
+
+*** when you find winning ads
+- slowly scale up their budget by 20-30% every 2-3 days
+
+** lookalike audience
+- you can create an audience based on external data sources e.g. email list
+#+attr_html: :width 300px
+[[file:../../../_share/media/img/facebook/envy/section 03/L15E01.png]]
+
+** choosing an audience for an ad
+- done in the ad set
+- check to make sure the audience isn't too broad or too narrow
+#+attr_html: :width 300px
+[[file:../../../_share/media/img/facebook/envy/section 03/L15E02.png]]
+
+** customize ad copy
+if they looked at a blog post, mention it
+
+** placement for target market
+- facebook news feed
+- facebook messenger
+- facebook stories
+- instagram feed
+- instagram stories
+
+#+attr_html: :width 300px
+[[file:../../../_share/media/img/facebook/envy/section 03/L15E03.png]]
+
+- usually best to use automatic
+
+** full facebook funnel
+*** top of funnel
+1. split test TOP fo funnel content to
+   - broad audiences (1m+ potential reach)
+   - narrow audience (20k targeted)
+2. use TRAFFIC Objective
+   - split test one variable at a time
+   - 3-7 days
+   - AD SET and AD level
+3. tests include
+   - detailed targeting
+   - ad text copy
+   - ad media (images vs video)
+
+**** goal is to find a balance between
+- low cost per add to cart
+  - "cost per result" in AD SET
+
+- highly relevant ads
+  - open individual ADs
+  - have average to above average metrics in
+    - Quality Ranking
+    - Enagement Rate Ranking
+    - Conversion Rate Ranking
+
+*** middle of funnel content
+- Custom Audience of website traffic
+  - people who went to top of funnel PILLAR content page
+  - warm audience
+- use Conversion Object (leads)
+  - split test on variable at a time for 3-7 days at AD level
+    - AD Text Copy
+    - AD Media (images vs. video)
+- analyze ads to see which is producing the most conversion for this ad campaign
+
+*** bottom of funnel
+- Conversion Objective (Purchases)
+  - AD SET level split test regarding HOT audiences
+    - leads that opted for free item in last campaign
+    - people who added something to the cart on the website but didn't make a purchase

envy/_subsections/sec03/lesson-16.org

@@ -0,0 +1,377 @@
+#+title: Section 03 - Lessons 16 | Creating Facebook Ads
+#+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../_share/media/css/facebook.css" />
+
+* Links
+- [[../../toc.org][TOC - Facebook Marketing Notes]]
+- [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/16683844#overview][S03:L15 - video]]
+- [[../../../_share/data/envy/facebook/section03/14-guide_to_create_facebook_ads-v7.pdf][pdf to chapter]]
+
+* Notes
+
+** facebook page -> facebook ads
+- page and ads are seperate from personal profile
+- profile is only needed to create a Page and Business Manager
+  - business manager is linked with personal account login
+  - not published with friends unless invited
+- you have to create Page before creating an Ad
+
+- http://www.facebook.com/pages/creation
+
+** facebook ad creation levels (steps)
+#+attr_html: :width 600px
+[[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e01.png]]
+
+1. CAMPAIGN level
+   set your objective
+
+2. AD SET level
+   - set audience/ targeting
+   - set budget/ schedule
+   - set placement
+
+3. AD level
+   create your ad
+
+*** step 1 - campaign objective
+- where you select what you want people to do when they get to your ad
+- when you create ads, choose your objective
+- using the correct CAMPAIN OBJECTIVE will help convert customers at each step of the funnel
+
+**** consider ADs as a giant set of funnels
+***** top of the funnel
+- building awareness about your brand
+- finding new potential customers
+***** as they work down the funnel
+- direct them to take action
+  - make a purchase
+  - sign up for XYZ
+
+*** step 2 - ad set
+- editing ad set will change *Estimated Audience Size* of ad campaign
+  - smaller audiences cost more, but are more relevent
+  - broad audiences will be lower cost, but are better for top of funnel ads
+
+*** step 3 - the ad itself
+- create actual ad
+  - select media
+  - format
+  - links
+  - call to action
+
+**** 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]]         |
+| 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
+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'
+
+** mobile test website
+- open your website or Facebook AD landing page URL in gogle chrome browser.
+- right click anywhere on the page
+- select inspect in the menu
+- click desktop mobie view toggle button
+
+** AD level
+*** naming ad
+- use a name that describes the following:
+  - ad identity
+  - media
+  - call to action
+  - text
+  - links
+
+*** ad identity
+  - select facebook page
+  - instagram account
+  -
+   #+attr_html: :width 400
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e04a.png]]
+
+*** media
+1. Go to Ad Creative Section
+2. click on 'Set up Creative'
+3. pick either image or video
+  - video is best
+  - otherwise test three image options
+   #+attr_html: :width 400
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e05.png]]
+
+*** call to action
+- in the case of a Traffic or Engagement add you can send someone somewhere
+  - under destination
+
+** Detailed targeting
+- found in Ad Set
+- in the audience section
+  - specify interests in the detailed targeting section
+
+** Carousel Ads
+- with a carousel you can identify which ad has the most clicks
+- take that ad and use it in a new campaign
+
+** Engagement Ads
+- to engage people with facebook page or post
+  - boosting posts
+  - getting page likes
+  - event responses/attendance
+
+*** ad formats
+- single image
+- single video
+- slideshow
+
+*** best practices
+- very little organic reach
+  - less than 10% are organic
+  - you must create post engagement ads
+
+- before you do that
+  - get clients to aminimum of 1000 page likes
+    - so when a new customer sees the page they will be impressed
+
+*** Create Post Engagement Ad
+**** New Campaign
+- choose engagement objective
+   #+attr_html: :width 400
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06a.png]]
+
+**** AD Set
+
+- Set Conversion Location to "on your ad"
+   #+attr_html: :width 400
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06b.png]]
+
+
+- set Engagement Type to 'Post Engagement'
+
+   #+attr_html: :width 400
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06b2.png]]
+
+- set Performance Goals to 'Maximize Engagement with Post'
+
+   #+attr_html: :width 400
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06b3.png]]
+
+- set Performance Goals to 'Maximize Engagement with Post'
+
+- make sure to exclude people who already like your page
+   #+attr_html: :width 400
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06c.png]]
+
+- leave placements as Advantage+
+
+**** New Ad
+- split test using a single image AND a single video
+  - you want lowest cost per page like
+
+- give users an instant reason to like your page
+
+*** best proctices for Post Engagement
+- this is meant to boost a specific post on page
+
+- facebook will target users more likely to engage
+  - like
+  - comment
+  - share post
+
+-  if you want traffic to a site, such as a link, use a Traffic of Conversion objective
+
+*** Post Engagement Split Test
+- create 3 campaign split tests
+  1. target a looklike audience of current facebook page followers
+  2. go broad and target competitors facebook page (or similar)
+     - enable "advantage detailed targeting" option
+  3. target just current facebook page followers via custom audience
+
+**** Lookalike Audience
+- in Ad Set
+- Go to Audience and select create new -> 'lookalike audience'
+  - select lookalike source
+  - choose small lookalike at 1%
+
+**** Competitor
+- good top of funnel ad
+- good for making lookalike audiences
+
+- add interests in detailed targeting
+- click on "advantage detailed targeting" option
+  - allows you ta add competitors you forgot to add
+
+**** Current
+- if you have 1000 followers its enough

envy/toc.org

@@ -30,3 +30,4 @@
 #+attr_html: :class contents-overview
 - [[./_subsections/sec03/lesson-14.org][Lessons 14: Facebook Ad Course & Creative Guide]]
 - [[./_subsections/sec03/lesson-15.org][Lessons 15: Facebook Sales Funnel]]
+- [[./_subsections/sec03/lesson-16.org][Lessons 16: Ultimate Guide to Creating Facebook Ads]]