377 lines
12 KiB
Org Mode
377 lines
12 KiB
Org Mode
#+title: Section 03 - Lessons 16 | Creating Facebook Ads
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#+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../_share/media/css/facebook.css" />
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* Links
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- [[../../toc.org][TOC - Facebook Marketing Notes]]
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- [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/16683844#overview][S03:L15 - video]]
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- [[../../../_share/data/envy/facebook/section03/14-guide_to_create_facebook_ads-v7.pdf][pdf to chapter]]
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* Notes
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** facebook page -> facebook ads
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- page and ads are seperate from personal profile
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- profile is only needed to create a Page and Business Manager
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- business manager is linked with personal account login
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- not published with friends unless invited
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- you have to create Page before creating an Ad
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- http://www.facebook.com/pages/creation
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** facebook ad creation levels (steps)
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#+attr_html: :width 600px
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[[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e01.png]]
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1. CAMPAIGN level
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set your objective
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2. AD SET level
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- set audience/ targeting
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- set budget/ schedule
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- set placement
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3. AD level
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create your ad
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*** step 1 - campaign objective
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- where you select what you want people to do when they get to your ad
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- when you create ads, choose your objective
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- using the correct CAMPAIN OBJECTIVE will help convert customers at each step of the funnel
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**** consider ADs as a giant set of funnels
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***** top of the funnel
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- building awareness about your brand
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- finding new potential customers
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***** as they work down the funnel
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- direct them to take action
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- make a purchase
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- sign up for XYZ
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*** step 2 - ad set
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- editing ad set will change *Estimated Audience Size* of ad campaign
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- smaller audiences cost more, but are more relevent
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- broad audiences will be lower cost, but are better for top of funnel ads
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*** step 3 - the ad itself
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- create actual ad
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- select media
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- format
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- links
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- call to action
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**** ad formats
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| format | description |
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|--------------------+------------------------------------------------|
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| 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]] |
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| 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]] |
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| 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]] |
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| 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]] |
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| 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]] |
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** how to create Facebook ads
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1. navigate to Ads manager http://business.facebook.com/adsmanager
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2. click create button
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#+attr_html: :width 300
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[[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e02a.png]]
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3. choose buying type and campaing objective
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#+attr_html: :width 500
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[[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e02b.png]]
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#+attr_html: :width 300
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[[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e02c.png]]
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*** campaign objectives
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**** awareness
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- show ads to people who are most likely to remember them
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- good for
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- reach
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- brand awareness
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- video views
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- store location awareness
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**** traffic
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- send people to a destination, like your website, app, instagram profile or facebok event
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- good for
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- link clicks
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- landing page views
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- instagram profile visits
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- messenger, instagram, and whatsapp
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**** engagement
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- get more messages, purchases through messaging, video views, post engagement, Page likes or event responses
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- good for
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- messenger, instagram and whatsapp
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- video views
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- post engagement
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- conversions
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- calls
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**** leads
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- collect leads for your business or brand
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- good for
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- instant forms
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- messenger and instagram
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- conversions
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- calls
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**** app promotion
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- find new people to install your app and continue using it
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- good for
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- app installs
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- app events
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**** sales
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- find people likely to purchase your product or service
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- good for
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- conversions
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- catalog sales
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- messenger, instagram and whatsapp
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- calls
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*** example using objectives to incrase sales
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**** engagment objective
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- create posts with
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- offer coupon
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- discount
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- etc
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- increase engagement of Facebook page posts
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**** app promotion
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- increase installs of your mobile app
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**** sales objective -> conversions
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- increase website conversions
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- sales
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- sign-ups
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- retarget warm audiences (users that have interacted with site or ad)
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- close the sale
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- example
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- promote an expiring coupon code to urge warm audience to make a purchase
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**** leads objective -> messages
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- connect with customers
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- answer questions
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- drive them from interest to purchase
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** first three steps of campaing objective
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1. select objective
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2. always choose manual setup
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3. name the campaign
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- e.g. CE-Traffic-men1830-USA
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- CE: Course Envy
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- Traffic: campaign objective
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- men1830: targeting men of ages 18-30
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- USA: country targeted
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4. campaign budget
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- type
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- daily
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- lifetime
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- optimization
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- distributes across ads to get more results
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** help menu
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- lower left hand corner]
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** budget
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- start between $5 to $10 daily budget
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- when you see a high Return on Marketing Investment
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- shut off losing ads
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- continue testing winning ads
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*** winning metrics
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- ad relevance: greater than 60%
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- cost per click (CPC): greater than 2%
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- Cost Per Lead (CPL): less than $1 (ONE dollar) (depends on industry)
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- Lead Capture Page Conversions: greater than 10%
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*** scaling budget
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- must have winning budget
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- highly converting ad runnig
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- at that point scale up by 25% every 3-4 days
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** how to create each type of facebook campaign
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*** awareness
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| purpose | increase awareness for brand |
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| targets | facebook, instagram, messenger |
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| formats | single image, single video, carousel slideshow |
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**** goal
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- increase Brand Recall Lift (number of people likely to remember your ads wihtin two days)
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- emotinally resonate with target customer
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- DO NOT SELL
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- AWARENESS ONLY
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**** purpose
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- this is a touch point with a customer
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- a customer needs on average 7 touch points (visually seeing brand) before remembering and purchasing from your business
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- introduction / ongoing "remember me" ad
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**** best practices
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- subtle uses of brand
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- associates talent and skill to brand
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- emotion provoking stories with brand
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- if no story or logo, then promote for FREE to learn more about brand
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- pillar blog post
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- service
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- trial
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- newsletter
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- ebook
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- webinar
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**** audience
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- make audience wide
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- we are in discovery phase
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- to find your current audience
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1. go to facebook page
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2. professional dashboard
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3. click on Audience
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- if you can't find Audience controls
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1. got to Advantage+ Audience
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2. TURN IT OFF
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3. you got back your audience controls
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#+attr_html: :width 600
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[[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e03a.png]]
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**** placements
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- generally leave it on Advantage+, but it's a good option to SPLIT TEST
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- but if you want to go to MANUAL, then you have to TURN OFF ADVANTAGE
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1. first move the mouse over to where it says Advantage+ placements
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#+attr_html: :width 600
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[[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e03b.png]]
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2. this will show highlight the 'Edit' button
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#+attr_html: :width 600
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[[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e03c.png]]
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3. click 'Edit'
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4. if you want, you can now select 'Manual placements'
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** mobile test website
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- open your website or Facebook AD landing page URL in gogle chrome browser.
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- right click anywhere on the page
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- select inspect in the menu
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- click desktop mobie view toggle button
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** AD level
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*** naming ad
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- use a name that describes the following:
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- ad identity
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- media
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- call to action
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- text
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- links
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*** ad identity
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- select facebook page
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- instagram account
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-
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#+attr_html: :width 400
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[[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e04a.png]]
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*** media
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1. Go to Ad Creative Section
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2. click on 'Set up Creative'
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3. pick either image or video
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- video is best
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- otherwise test three image options
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#+attr_html: :width 400
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[[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e05.png]]
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*** call to action
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- in the case of a Traffic or Engagement add you can send someone somewhere
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- under destination
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** Detailed targeting
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- found in Ad Set
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- in the audience section
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- specify interests in the detailed targeting section
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** Carousel Ads
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- with a carousel you can identify which ad has the most clicks
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- take that ad and use it in a new campaign
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** Engagement Ads
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- to engage people with facebook page or post
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- boosting posts
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- getting page likes
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- event responses/attendance
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*** ad formats
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- single image
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- single video
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- slideshow
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*** best practices
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- very little organic reach
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- less than 10% are organic
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- you must create post engagement ads
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- before you do that
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- get clients to aminimum of 1000 page likes
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- so when a new customer sees the page they will be impressed
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*** Create Post Engagement Ad
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**** New Campaign
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- choose engagement objective
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#+attr_html: :width 400
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[[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06a.png]]
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**** AD Set
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- Set Conversion Location to "on your ad"
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#+attr_html: :width 400
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[[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06b.png]]
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- set Engagement Type to 'Post Engagement'
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#+attr_html: :width 400
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[[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06b2.png]]
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- set Performance Goals to 'Maximize Engagement with Post'
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#+attr_html: :width 400
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[[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06b3.png]]
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- set Performance Goals to 'Maximize Engagement with Post'
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- make sure to exclude people who already like your page
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#+attr_html: :width 400
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[[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06c.png]]
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- leave placements as Advantage+
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**** New Ad
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- split test using a single image AND a single video
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- you want lowest cost per page like
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- give users an instant reason to like your page
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*** best proctices for Post Engagement
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- this is meant to boost a specific post on page
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- facebook will target users more likely to engage
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- like
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- comment
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- share post
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- if you want traffic to a site, such as a link, use a Traffic of Conversion objective
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*** Post Engagement Split Test
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- create 3 campaign split tests
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1. target a looklike audience of current facebook page followers
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2. go broad and target competitors facebook page (or similar)
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- enable "advantage detailed targeting" option
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3. target just current facebook page followers via custom audience
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**** Lookalike Audience
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- in Ad Set
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- Go to Audience and select create new -> 'lookalike audience'
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- select lookalike source
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- choose small lookalike at 1%
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**** Competitor
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- good top of funnel ad
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- good for making lookalike audiences
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- add interests in detailed targeting
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- click on "advantage detailed targeting" option
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- allows you ta add competitors you forgot to add
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**** Current
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- if you have 1000 followers its enough
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