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These are the user uploaded subtitles that are being translated: 1 00:00:00,240 --> 00:00:05,620 So congratulations you made it to the point where we are going to create our very first Facebook app 2 00:00:05,640 --> 00:00:07,990 and drive traffic to our store. 3 00:00:08,010 --> 00:00:13,340 Now I'm going to use my heart shaped dog pendant as an example throughout this lecture. 4 00:00:13,350 --> 00:00:18,840 I'm going to show you how to set up the ad on Facebook and then how to actually bring targeted customers 5 00:00:18,900 --> 00:00:22,220 to your site so that they will buy it. 6 00:00:22,230 --> 00:00:27,960 So the first thing I want to head over to the ads manager now having set up your Facebook account you 7 00:00:27,960 --> 00:00:31,080 should have a button somewhere that says Create advert. 8 00:00:31,320 --> 00:00:35,100 And when you click on that you should be looking at a page something like this. 9 00:00:35,100 --> 00:00:39,870 Now I say something like this because Facebook is always a bit of a moving target and whenever I do 10 00:00:39,870 --> 00:00:45,930 Facebook teaching of any kind I always have to say that by the time you look at it it might look slightly 11 00:00:45,930 --> 00:00:52,200 different but that said This page has actually remained much the same for quite some time now. 12 00:00:52,210 --> 00:00:59,190 Now it starts off by saying what's your marketing objective and what we have here are three areas awareness 13 00:00:59,490 --> 00:01:02,340 consideration and conversion. 14 00:01:02,340 --> 00:01:06,090 Now awareness is all about building up your brand. 15 00:01:06,180 --> 00:01:13,530 Consideration is basically driving traffic to your brand and conversion is actually measuring how people 16 00:01:13,530 --> 00:01:20,490 do things once they are on your site and it's conversion that we're going to focus on now a conversion 17 00:01:20,490 --> 00:01:22,660 could be any event on your Web site. 18 00:01:22,680 --> 00:01:25,260 It could be simply visiting a page. 19 00:01:25,320 --> 00:01:31,920 It could be putting something into the cart or ultimately it could be buying something from your site. 20 00:01:31,920 --> 00:01:34,170 So we are going to do conversion ads. 21 00:01:34,200 --> 00:01:38,630 So the first thing we do is to click on conversions. 22 00:01:38,650 --> 00:01:44,820 Now if I scroll down a bit you'll see this conversions get people to take valuable actions on your Web 23 00:01:44,840 --> 00:01:45,360 site. 24 00:01:45,370 --> 00:01:45,950 All right. 25 00:01:46,060 --> 00:01:49,970 Such as adding payment info or making a purchase. 26 00:01:50,000 --> 00:01:56,860 OK just as I was saying and just here for completeness it says use the Facebook pixel to track and measure 27 00:01:56,890 --> 00:02:02,330 conversions right so that ties in very nicely with the last lecture where we set up the Facebook pixel. 28 00:02:02,440 --> 00:02:08,320 And I explained that it is doing exactly that it is tracking measuring conversions and bringing more 29 00:02:08,320 --> 00:02:10,390 and more targeted people to your site. 30 00:02:10,630 --> 00:02:15,370 But remember I also said you don't need to worry about it is working it's magic in the background. 31 00:02:15,370 --> 00:02:19,300 Now for the moment all we want to do is just create a campaign name. 32 00:02:19,540 --> 00:02:23,880 So I'm going to call mine the heart shaped dog pendant campaign one. 33 00:02:23,920 --> 00:02:27,690 Now that's a good name for a campaign because it says exactly what I'm advertising the Heart-Shaped 34 00:02:27,690 --> 00:02:33,780 dog pendant and I put a one on the end just in case I want to do other campaigns later on. 35 00:02:34,270 --> 00:02:41,920 So having chosen your campaign name and I suggest you use exactly that method click on set up an account. 36 00:02:41,940 --> 00:02:45,630 Now this is something you don't need to go through once when you're very first getting started. 37 00:02:45,630 --> 00:02:50,220 This page isn't going to keep on popping up all the time but it basically just asked me to set up my 38 00:02:50,220 --> 00:02:56,070 account so it's looking for my count country the currency I want to report in and my times and some 39 00:02:56,080 --> 00:02:57,690 skin to leave it not by default. 40 00:02:57,780 --> 00:02:58,390 Look at yours. 41 00:02:58,410 --> 00:03:01,350 Make sure you're happy and then simply click on continue. 42 00:03:03,470 --> 00:03:08,960 So what you get now is this fairly complex form which is essentially all about defining the audience 43 00:03:08,960 --> 00:03:12,890 that you want to target to bring to your site to buy your product. 44 00:03:12,890 --> 00:03:13,320 OK. 45 00:03:13,460 --> 00:03:15,500 Now things can get very involved with Facebook. 46 00:03:15,510 --> 00:03:21,410 What I'm going to do is I'm going to show you the essential items that you need to get started as quickly 47 00:03:21,470 --> 00:03:22,260 as possible. 48 00:03:24,140 --> 00:03:29,110 Now the first thing I want to do is come up with a set name so very unoriginal that I was going to call 49 00:03:29,230 --> 00:03:33,040 I had set or one her cage is purely for teaching purposes. 50 00:03:33,050 --> 00:03:36,360 You'll see later on that we're going to create an ad set too. 51 00:03:36,440 --> 00:03:36,930 OK. 52 00:03:36,980 --> 00:03:41,630 But for the moment just accept that we're going to call it and set one now the next thing is we come 53 00:03:41,630 --> 00:03:44,820 down to this controversial section. 54 00:03:44,960 --> 00:03:51,550 Now if I click in here you get to see various conversion events you remember just now. 55 00:03:51,560 --> 00:03:55,190 I said a conversion could be something that happens on your Web site. 56 00:03:55,250 --> 00:03:56,270 So let's have a look at some of these. 57 00:03:56,270 --> 00:04:00,300 We've got new content which basically means somebody viewing one of our pages. 58 00:04:00,470 --> 00:04:04,620 We've got an Add to Cart we've got and initiate the checkout process. 59 00:04:04,640 --> 00:04:06,920 Somebody doing a search adding to a wishlist. 60 00:04:06,920 --> 00:04:10,580 We don't actually have that on my site the moment adding their payment info. 61 00:04:10,580 --> 00:04:17,330 Making a purchase etc. These are all conversion events and you might notice that some of them are got 62 00:04:17,330 --> 00:04:22,610 a green dot next to them like this view content and some of them have got a red dot next to them like 63 00:04:22,700 --> 00:04:28,810 this purchase one here and a green dot basically means that that event has already fired on our Web 64 00:04:28,810 --> 00:04:31,790 site somewhere because this is the magic of the pixel. 65 00:04:31,790 --> 00:04:35,990 You remember when we were setting up the pixel I said you know if you don't see it basically being active 66 00:04:36,360 --> 00:04:39,510 to go to your site and just click around which is exactly what I did. 67 00:04:39,590 --> 00:04:41,540 And so I basically fired these events. 68 00:04:41,540 --> 00:04:46,790 I went I viewed the content you remember I added something to the cart so these are green but I never 69 00:04:46,790 --> 00:04:48,230 bought anything off my web. 70 00:04:48,230 --> 00:04:52,090 So for the moment the purchase one is red now. 71 00:04:52,100 --> 00:04:55,970 This is the very very clever bit the bit you don't have to worry about but this really is the magic 72 00:04:55,970 --> 00:04:56,980 of Facebook counts. 73 00:04:57,290 --> 00:05:04,310 Because if I select for example purchase what it means is that when somebody buys something from my 74 00:05:04,310 --> 00:05:07,070 site Facebook can see the profile. 75 00:05:07,070 --> 00:05:14,000 That type of person it can start to build up an idea of the sorts of people that are going to buy from 76 00:05:14,060 --> 00:05:15,260 my business. 77 00:05:15,470 --> 00:05:19,400 And then what it will do is it will send more people like that to my site. 78 00:05:19,610 --> 00:05:21,370 It starts to learn from itself. 79 00:05:21,380 --> 00:05:22,730 It's very very clever. 80 00:05:22,880 --> 00:05:27,710 And of course as in Facebook's interest clearly sent as much traffic as possible to your site to buy 81 00:05:27,950 --> 00:05:32,890 because if that happens you're obviously going to be spending more money with Facebook ads. 82 00:05:32,900 --> 00:05:38,150 So that's exactly what I want you to do is take the purchased event and then scroll down and talk about 83 00:05:38,450 --> 00:05:41,470 the all important audience. 84 00:05:41,480 --> 00:05:47,210 Now we're going to create a new audience and a way to scroll straight down to this location. 85 00:05:47,330 --> 00:05:50,270 Now by default it will have the country where you are currently residing. 86 00:05:50,360 --> 00:05:53,360 But what you want to do here is put in United States. 87 00:05:53,370 --> 00:05:56,750 We're going to target people in the U.S. to start with. 88 00:05:56,760 --> 00:06:00,560 Now obviously if you're already in the U.S. You don't need to do this but just select the United States 89 00:06:00,650 --> 00:06:01,700 as a country. 90 00:06:03,500 --> 00:06:09,770 Right now as we scroll down here we now get to play around with age gender and language. 91 00:06:09,770 --> 00:06:13,940 Now at this point we're talking about your only deal customer you are way back. 92 00:06:13,940 --> 00:06:18,860 We were talking about the customer Avatar the type of person who's going to buy your products. 93 00:06:19,010 --> 00:06:21,220 Well hopefully given that some serious thought. 94 00:06:21,230 --> 00:06:24,800 And if you haven't done you need to do that before you fill in this next bit. 95 00:06:25,040 --> 00:06:30,040 But basically that's where we're starting to define that now for our campaign. 96 00:06:30,050 --> 00:06:37,780 So for example with dog jewelry I know from experience that mostly it's women 35 and above. 97 00:06:37,790 --> 00:06:39,680 So I would put in here for the age 98 00:06:42,960 --> 00:06:51,920 35 select women and then here I basically want people who are English speaking the end of the day my 99 00:06:52,010 --> 00:06:56,400 site is in English so it doesn't make much sense to send people who aren't English speaking. 100 00:06:56,600 --> 00:07:01,310 Now at this point if you look over here you get this kind of barometer thing here and we get a potential 101 00:07:01,370 --> 00:07:05,000 reach of 66 million people. 102 00:07:05,000 --> 00:07:09,560 Now you might be thinking Wow that's incredible you know all I can do is get 1 percent of those and 103 00:07:09,560 --> 00:07:11,060 I've made a fortune. 104 00:07:11,270 --> 00:07:13,200 But it doesn't work like that. 105 00:07:13,340 --> 00:07:19,970 66 million people is way way way too broad for Facebook to start with to start to really understand 106 00:07:19,970 --> 00:07:25,880 your customer what you need to do in the beginning is to give Facebook a helping hand is to try and 107 00:07:25,880 --> 00:07:30,580 define as closely as possible the target audience your self. 108 00:07:30,770 --> 00:07:32,990 And then from there they will help you. 109 00:07:32,990 --> 00:07:38,540 But if you just give them literary too much too broad an audience in the beginning it's very difficult 110 00:07:38,540 --> 00:07:42,390 for them to figure out exactly who is the best person for you. 111 00:07:42,680 --> 00:07:48,320 So with that in mind we now come down to this detailed targeting section. 112 00:07:48,320 --> 00:07:53,780 So this is we're going to start to narrow down our audience now the detailed targeting relates very 113 00:07:53,780 --> 00:07:56,780 strongly to the buyers and communities lecture. 114 00:07:57,050 --> 00:08:01,460 And if you don't remember that because it was some time ago I really recommend you go back and watch 115 00:08:01,460 --> 00:08:01,970 that now. 116 00:08:01,970 --> 00:08:07,970 So basically what we've been talking about here with age gender and language use is more about the broader 117 00:08:07,970 --> 00:08:10,070 sense of the customer and Fatah. 118 00:08:10,290 --> 00:08:16,380 And now we're talking about detail targeting which is more related to the buyers and the communities. 119 00:08:16,380 --> 00:08:22,010 Now if you remember the buyers in communities like it was all about trying to find the people who are 120 00:08:22,100 --> 00:08:24,530 actually going to buy products. 121 00:08:24,680 --> 00:08:29,530 And I mentioned in that lecture Labradors and a product called bar box. 122 00:08:29,620 --> 00:08:35,970 And I'm going to use that now to show exactly how my thought processes work so I'm going to type into 123 00:08:35,970 --> 00:08:41,620 this first box Labrador and it's just a bunch of options. 124 00:08:41,640 --> 00:08:43,710 But I'm looking for the one most relevant. 125 00:08:43,830 --> 00:08:49,530 So I'm going to take a Labrador retriever which has nine point seven million people who are effectively 126 00:08:49,530 --> 00:08:51,640 liked that particular page. 127 00:08:51,790 --> 00:08:53,410 So take that. 128 00:08:53,410 --> 00:08:58,600 And now what I want to do is narrow the audience further so if you have watched that lecture on bising 129 00:08:58,650 --> 00:09:03,960 communities you'll remember that the Labrador retrievers find people will like Labradors but it doesn't 130 00:09:03,960 --> 00:09:06,140 necessarily mean they own one. 131 00:09:06,150 --> 00:09:12,180 But by narrowing the audience and bringing in let's say proof that people do own a Labrador then I am 132 00:09:12,180 --> 00:09:17,580 far more likely to hit the people who really own a Labrador and are therefore more likely to buy my 133 00:09:17,580 --> 00:09:18,520 product. 134 00:09:18,720 --> 00:09:24,510 So I'm going to click on narrow audience and here in accordance with my lecture I'm going to type in 135 00:09:24,900 --> 00:09:33,390 Barch box now just to remind you bump box is a company that will deliver periodically a bunch of goodies 136 00:09:33,390 --> 00:09:34,410 for your dog. 137 00:09:34,560 --> 00:09:38,510 So if you didn't own a dog that would kind of be a weird thing to ask for. 138 00:09:38,730 --> 00:09:41,640 So but for me is pretty good proof. 139 00:09:41,670 --> 00:09:48,010 Now the last thing I want to do is just to check this box here this ex-band interest box. 140 00:09:48,180 --> 00:09:53,220 Now at this point you'll notice the potential reach has fallen from several million to eight hundred 141 00:09:53,280 --> 00:09:56,990 thousand and that is exactly the area we want to be in. 142 00:09:57,000 --> 00:09:58,890 In fact you might want to write this down. 143 00:09:58,920 --> 00:10:03,300 Your target audience when you are testing because we are testing at the moment we are basically seeing 144 00:10:03,300 --> 00:10:06,800 if we can sell this product to this targeted audience. 145 00:10:06,810 --> 00:10:14,220 Your potential reach for your targeted audience at this stage should be between 500000 and 1 million 146 00:10:14,340 --> 00:10:14,800 ish. 147 00:10:14,850 --> 00:10:15,570 All right. 148 00:10:15,570 --> 00:10:16,490 Write that down. 149 00:10:16,490 --> 00:10:18,090 That's key. 150 00:10:18,120 --> 00:10:22,650 So your objective here is therefore to get a target audience within that band. 151 00:10:22,680 --> 00:10:28,380 Now less than 500000 really Facebook doesn't have enough to work with and more than that we are giving 152 00:10:28,380 --> 00:10:29,770 it too much to do. 153 00:10:29,820 --> 00:10:32,590 So that is the sweet spot. 154 00:10:32,640 --> 00:10:38,910 Now before we move on to the Form what I want to say is that for this business model this is where you 155 00:10:38,910 --> 00:10:46,620 are going to spend the majority of your time defining your target customer is the key to success of 156 00:10:46,620 --> 00:10:47,340 this. 157 00:10:47,460 --> 00:10:50,790 If you think about it up to this point it's been fairly formulaic. 158 00:10:50,800 --> 00:10:53,700 You know I can teach you how to build a Shopify store. 159 00:10:53,700 --> 00:10:57,930 We can go through all that we can make things look beautiful we can choose products we can get them 160 00:10:57,930 --> 00:10:59,000 from the Express. 161 00:10:59,130 --> 00:11:01,770 You are basically following a formula. 162 00:11:01,770 --> 00:11:07,950 But at this stage you really need to think about your customer Avatar and how you're going to apply 163 00:11:07,950 --> 00:11:09,720 it to your Facebook targeting. 164 00:11:09,750 --> 00:11:12,700 At this stage it is super super important. 165 00:11:13,080 --> 00:11:19,880 Or to put it another way if you don't you can find it very difficult to build out a really great business. 166 00:11:19,950 --> 00:11:23,190 So I trust that point is well and truly driven home. 167 00:11:23,220 --> 00:11:25,880 So let's carry on down through the form. 168 00:11:25,890 --> 00:11:30,720 Now the next thing we want to focus on are the placements now are by default. 169 00:11:30,720 --> 00:11:35,720 Facebook says it wants to do automatic placements for you but actually you don't want to do that. 170 00:11:35,730 --> 00:11:41,730 You want to click on edit placements and it pulls up all kinds of options. 171 00:11:41,820 --> 00:11:43,720 So to get this onto one screen here. 172 00:11:44,030 --> 00:11:48,240 Now first of all we have the devices mobile or desktop or both. 173 00:11:48,540 --> 00:11:51,010 Then we have all these various platforms. 174 00:11:51,030 --> 00:11:54,000 Facebook Instagram which of course is owned by Facebook. 175 00:11:54,000 --> 00:11:57,300 The audience network and Messenger. 176 00:11:57,300 --> 00:12:01,230 Now I don't want to get into a lot of detail about these different platforms. 177 00:12:01,230 --> 00:12:06,300 What I am going to say first of all is that what I do these days is I focus on mobile. 178 00:12:06,390 --> 00:12:09,570 The web goes more and more mobile every day. 179 00:12:09,570 --> 00:12:16,140 I'm sure you've seen the headlines and really targeting mobile is where you want to be is the best place 180 00:12:16,140 --> 00:12:17,310 to spend your money. 181 00:12:17,490 --> 00:12:23,070 So I always check on MOBA and you might see a small reduction in your potential reach but there you 182 00:12:23,070 --> 00:12:23,220 go. 183 00:12:23,220 --> 00:12:26,240 That proves really to me how important mobile is. 184 00:12:26,250 --> 00:12:28,000 We've lost 10000 people. 185 00:12:28,020 --> 00:12:30,050 That's all from our original estimate. 186 00:12:30,420 --> 00:12:33,990 Now for the platforms Facebook cause is absolutely fine. 187 00:12:34,170 --> 00:12:40,650 Instagram if you like but what I don't do it the audience network I find that it does not bring me any 188 00:12:40,650 --> 00:12:41,800 decent results. 189 00:12:41,820 --> 00:12:49,020 The audience network is effectively advertising or Facebook off Instagram with their so called partners. 190 00:12:49,030 --> 00:12:50,620 It will bring you traffic. 191 00:12:50,730 --> 00:12:56,100 I can guarantee that but it will bring you poor quality traffic it won't bring you people who will buy 192 00:12:56,160 --> 00:12:59,160 your product so effectively you're wasting your money. 193 00:12:59,190 --> 00:13:02,120 And for me I also put messenger in that same bracket. 194 00:13:02,160 --> 00:13:07,790 I don't feel that it really brings me any benefit so I leave with Facebook and Instagram and then that 195 00:13:07,830 --> 00:13:10,790 basically is it. 196 00:13:11,130 --> 00:13:15,210 So I can then continue down to the all important subject of the budget. 197 00:13:15,220 --> 00:13:19,600 And Cheryl now the budget is set at $20. 198 00:13:19,600 --> 00:13:21,450 Now that is way too high. 199 00:13:21,450 --> 00:13:23,450 We are testing this phase. 200 00:13:23,460 --> 00:13:28,880 We are testing as I said before see if we can basically sell this product to this audience and we therefore 201 00:13:28,890 --> 00:13:31,860 do not want to be spending $20 a day. 202 00:13:31,860 --> 00:13:37,680 So what I suggest you do my recommendation is always to spend between three and five dollars a day thats 203 00:13:37,710 --> 00:13:39,410 all you need to do in this test phase. 204 00:13:39,630 --> 00:13:44,460 You will see that once you find a winning product and will talk about this a bit later on once you find 205 00:13:44,460 --> 00:13:49,440 that winning product we will scale up we will scale up our budget and I'll teach you how to do that 206 00:13:49,830 --> 00:13:51,750 and you'll increase that potential reach. 207 00:13:51,770 --> 00:13:55,750 AUDIENCE you therefore increase your exposure and you will sell more and more. 208 00:13:55,950 --> 00:13:58,170 But in the beginning that is not our goal. 209 00:13:58,170 --> 00:14:00,750 We want to keep a tight budget. 210 00:14:00,810 --> 00:14:06,690 So I'm simply going to put in three here and then for the rest of this we really don't need to worry 211 00:14:06,690 --> 00:14:07,070 about it. 212 00:14:07,080 --> 00:14:11,040 All of this stuff we can simply accept. 213 00:14:11,090 --> 00:14:11,630 So there we go. 214 00:14:11,630 --> 00:14:16,340 That brings us to the end of the forms that you've carefully defined your audience and you've set up 215 00:14:16,340 --> 00:14:17,050 a budget. 216 00:14:17,120 --> 00:14:23,340 Now in the next part in part two coming up any second we are going to look at setting up the ad itself. 217 00:14:23,360 --> 00:14:27,490 So I want you to click on that continue button and I will see you in a second. 23529