Original subtitles

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So congratulations you made it to the point where we are going to create our very first Facebook app

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and drive traffic to our store.

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Now I'm going to use my heart shaped dog pendant as an example throughout this lecture.

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I'm going to show you how to set up the ad on Facebook and then how to actually bring targeted customers

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to your site so that they will buy it.

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So the first thing I want to head over to the ads manager now having set up your Facebook account you

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should have a button somewhere that says Create advert.

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And when you click on that you should be looking at a page something like this.

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Now I say something like this because Facebook is always a bit of a moving target and whenever I do

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Facebook teaching of any kind I always have to say that by the time you look at it it might look slightly

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different but that said This page has actually remained much the same for quite some time now.

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Now it starts off by saying what's your marketing objective and what we have here are three areas awareness

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consideration and conversion.

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Now awareness is all about building up your brand.

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Consideration is basically driving traffic to your brand and conversion is actually measuring how people

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do things once they are on your site and it's conversion that we're going to focus on now a conversion

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could be any event on your Web site.

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It could be simply visiting a page.

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It could be putting something into the cart or ultimately it could be buying something from your site.

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So we are going to do conversion ads.

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So the first thing we do is to click on conversions.

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Now if I scroll down a bit you'll see this conversions get people to take valuable actions on your Web

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site.

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All right.

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Such as adding payment info or making a purchase.

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OK just as I was saying and just here for completeness it says use the Facebook pixel to track and measure

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conversions right so that ties in very nicely with the last lecture where we set up the Facebook pixel.

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And I explained that it is doing exactly that it is tracking measuring conversions and bringing more

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and more targeted people to your site.

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But remember I also said you don't need to worry about it is working it's magic in the background.

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Now for the moment all we want to do is just create a campaign name.

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So I'm going to call mine the heart shaped dog pendant campaign one.

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Now that's a good name for a campaign because it says exactly what I'm advertising the Heart-Shaped

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dog pendant and I put a one on the end just in case I want to do other campaigns later on.

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So having chosen your campaign name and I suggest you use exactly that method click on set up an account.

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Now this is something you don't need to go through once when you're very first getting started.

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This page isn't going to keep on popping up all the time but it basically just asked me to set up my

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account so it's looking for my count country the currency I want to report in and my times and some

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skin to leave it not by default.

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Look at yours.

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Make sure you're happy and then simply click on continue.

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So what you get now is this fairly complex form which is essentially all about defining the audience

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that you want to target to bring to your site to buy your product.

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OK.

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Now things can get very involved with Facebook.

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What I'm going to do is I'm going to show you the essential items that you need to get started as quickly

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as possible.

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Now the first thing I want to do is come up with a set name so very unoriginal that I was going to call

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I had set or one her cage is purely for teaching purposes.

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You'll see later on that we're going to create an ad set too.

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OK.

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But for the moment just accept that we're going to call it and set one now the next thing is we come

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down to this controversial section.

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Now if I click in here you get to see various conversion events you remember just now.

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I said a conversion could be something that happens on your Web site.

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So let's have a look at some of these.

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We've got new content which basically means somebody viewing one of our pages.

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We've got an Add to Cart we've got and initiate the checkout process.

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Somebody doing a search adding to a wishlist.

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We don't actually have that on my site the moment adding their payment info.

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Making a purchase etc. These are all conversion events and you might notice that some of them are got

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a green dot next to them like this view content and some of them have got a red dot next to them like

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this purchase one here and a green dot basically means that that event has already fired on our Web

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site somewhere because this is the magic of the pixel.

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You remember when we were setting up the pixel I said you know if you don't see it basically being active

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to go to your site and just click around which is exactly what I did.

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And so I basically fired these events.

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I went I viewed the content you remember I added something to the cart so these are green but I never

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bought anything off my web.

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So for the moment the purchase one is red now.

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This is the very very clever bit the bit you don't have to worry about but this really is the magic

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of Facebook counts.

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Because if I select for example purchase what it means is that when somebody buys something from my

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site Facebook can see the profile.

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That type of person it can start to build up an idea of the sorts of people that are going to buy from

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my business.

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And then what it will do is it will send more people like that to my site.

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It starts to learn from itself.

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It's very very clever.

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And of course as in Facebook's interest clearly sent as much traffic as possible to your site to buy

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because if that happens you're obviously going to be spending more money with Facebook ads.

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So that's exactly what I want you to do is take the purchased event and then scroll down and talk about

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the all important audience.

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Now we're going to create a new audience and a way to scroll straight down to this location.

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Now by default it will have the country where you are currently residing.

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But what you want to do here is put in United States.

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We're going to target people in the U.S. to start with.

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Now obviously if you're already in the U.S. You don't need to do this but just select the United States

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as a country.

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Right now as we scroll down here we now get to play around with age gender and language.

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Now at this point we're talking about your only deal customer you are way back.

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We were talking about the customer Avatar the type of person who's going to buy your products.

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Well hopefully given that some serious thought.

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And if you haven't done you need to do that before you fill in this next bit.

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But basically that's where we're starting to define that now for our campaign.

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So for example with dog jewelry I know from experience that mostly it's women 35 and above.

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So I would put in here for the age

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35 select women and then here I basically want people who are English speaking the end of the day my

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site is in English so it doesn't make much sense to send people who aren't English speaking.

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Now at this point if you look over here you get this kind of barometer thing here and we get a potential

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reach of 66 million people.

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Now you might be thinking Wow that's incredible you know all I can do is get 1 percent of those and

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I've made a fortune.

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But it doesn't work like that.

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66 million people is way way way too broad for Facebook to start with to start to really understand

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your customer what you need to do in the beginning is to give Facebook a helping hand is to try and

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define as closely as possible the target audience your self.

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And then from there they will help you.

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But if you just give them literary too much too broad an audience in the beginning it's very difficult

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for them to figure out exactly who is the best person for you.

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So with that in mind we now come down to this detailed targeting section.

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So this is we're going to start to narrow down our audience now the detailed targeting relates very

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strongly to the buyers and communities lecture.

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And if you don't remember that because it was some time ago I really recommend you go back and watch

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that now.

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So basically what we've been talking about here with age gender and language use is more about the broader

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sense of the customer and Fatah.

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And now we're talking about detail targeting which is more related to the buyers and the communities.

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Now if you remember the buyers in communities like it was all about trying to find the people who are

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actually going to buy products.

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And I mentioned in that lecture Labradors and a product called bar box.

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And I'm going to use that now to show exactly how my thought processes work so I'm going to type into

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this first box Labrador and it's just a bunch of options.

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But I'm looking for the one most relevant.

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So I'm going to take a Labrador retriever which has nine point seven million people who are effectively

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liked that particular page.

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So take that.

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And now what I want to do is narrow the audience further so if you have watched that lecture on bising

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communities you'll remember that the Labrador retrievers find people will like Labradors but it doesn't

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necessarily mean they own one.

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But by narrowing the audience and bringing in let's say proof that people do own a Labrador then I am

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far more likely to hit the people who really own a Labrador and are therefore more likely to buy my

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product.

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So I'm going to click on narrow audience and here in accordance with my lecture I'm going to type in

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Barch box now just to remind you bump box is a company that will deliver periodically a bunch of goodies

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for your dog.

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So if you didn't own a dog that would kind of be a weird thing to ask for.

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So but for me is pretty good proof.

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Now the last thing I want to do is just to check this box here this ex-band interest box.

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Now at this point you'll notice the potential reach has fallen from several million to eight hundred

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thousand and that is exactly the area we want to be in.

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In fact you might want to write this down.

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Your target audience when you are testing because we are testing at the moment we are basically seeing

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if we can sell this product to this targeted audience.

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Your potential reach for your targeted audience at this stage should be between 500000 and 1 million

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ish.

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All right.

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Write that down.

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That's key.

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So your objective here is therefore to get a target audience within that band.

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Now less than 500000 really Facebook doesn't have enough to work with and more than that we are giving

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it too much to do.

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So that is the sweet spot.

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Now before we move on to the Form what I want to say is that for this business model this is where you

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are going to spend the majority of your time defining your target customer is the key to success of

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this.

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If you think about it up to this point it's been fairly formulaic.

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You know I can teach you how to build a Shopify store.

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We can go through all that we can make things look beautiful we can choose products we can get them

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from the Express.

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You are basically following a formula.

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But at this stage you really need to think about your customer Avatar and how you're going to apply

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it to your Facebook targeting.

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At this stage it is super super important.

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Or to put it another way if you don't you can find it very difficult to build out a really great business.

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So I trust that point is well and truly driven home.

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So let's carry on down through the form.

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Now the next thing we want to focus on are the placements now are by default.

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Facebook says it wants to do automatic placements for you but actually you don't want to do that.

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You want to click on edit placements and it pulls up all kinds of options.

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So to get this onto one screen here.

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Now first of all we have the devices mobile or desktop or both.

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Then we have all these various platforms.

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Facebook Instagram which of course is owned by Facebook.

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The audience network and Messenger.

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Now I don't want to get into a lot of detail about these different platforms.

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What I am going to say first of all is that what I do these days is I focus on mobile.

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The web goes more and more mobile every day.

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I'm sure you've seen the headlines and really targeting mobile is where you want to be is the best place

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to spend your money.

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So I always check on MOBA and you might see a small reduction in your potential reach but there you

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go.

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That proves really to me how important mobile is.

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We've lost 10000 people.

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That's all from our original estimate.

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Now for the platforms Facebook cause is absolutely fine.

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Instagram if you like but what I don't do it the audience network I find that it does not bring me any

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decent results.

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The audience network is effectively advertising or Facebook off Instagram with their so called partners.

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It will bring you traffic.

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I can guarantee that but it will bring you poor quality traffic it won't bring you people who will buy

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your product so effectively you're wasting your money.

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And for me I also put messenger in that same bracket.

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I don't feel that it really brings me any benefit so I leave with Facebook and Instagram and then that

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basically is it.

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So I can then continue down to the all important subject of the budget.

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And Cheryl now the budget is set at $20.

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Now that is way too high.

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We are testing this phase.

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We are testing as I said before see if we can basically sell this product to this audience and we therefore

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do not want to be spending $20 a day.

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So what I suggest you do my recommendation is always to spend between three and five dollars a day thats

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all you need to do in this test phase.

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You will see that once you find a winning product and will talk about this a bit later on once you find

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that winning product we will scale up we will scale up our budget and I'll teach you how to do that

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and you'll increase that potential reach.

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AUDIENCE you therefore increase your exposure and you will sell more and more.

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But in the beginning that is not our goal.

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We want to keep a tight budget.

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So I'm simply going to put in three here and then for the rest of this we really don't need to worry

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about it.

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All of this stuff we can simply accept.

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So there we go.

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That brings us to the end of the forms that you've carefully defined your audience and you've set up

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a budget.

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Now in the next part in part two coming up any second we are going to look at setting up the ad itself.

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So I want you to click on that continue button and I will see you in a second.