#+title: Section 03 - Lessons 16 | Creating Facebook Ads #+HTML_HEAD: * 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