.gitmodules

@@ -1,4 +1,3 @@
 [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/org-base'
+@use 'org-media-sass/default-org-mode'
 
 @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 81ab28665924e14c9fabbe78a56bfa8563583d82
+Subproject commit d8096e6e31288fbf518a6861dc68a420ddd5d6e1

envy/_subsections/sec03/lesson-15.org

@@ -6,272 +6,3 @@
 - [[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

@@ -1,377 +0,0 @@
-#+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

@@ -30,4 +30,3 @@
 #+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]]