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These are the user uploaded subtitles that are being translated: 1 00:00:02,090 --> 00:00:09,740 The basics of Facebook ads Facebook ads are used to get your brand in front of people and share your 2 00:00:09,740 --> 00:00:12,700 story or value proposition. 3 00:00:13,040 --> 00:00:20,510 Your goal with Facebook marketing is to create one awareness introduce your product or brand to the 4 00:00:20,510 --> 00:00:22,140 world with Facebook ads. 5 00:00:22,430 --> 00:00:26,930 Create a story around your product or brand that people will remember. 6 00:00:27,080 --> 00:00:29,960 Number two consideration. 7 00:00:29,960 --> 00:00:37,310 Offer a value proposition that attracts potential customers to consider your brand or product. 8 00:00:37,370 --> 00:00:39,470 And third conversion. 9 00:00:39,470 --> 00:00:45,170 Convert the customer i.e. make the sale. 10 00:00:45,170 --> 00:00:46,200 Capture the email. 11 00:00:46,220 --> 00:00:53,210 Whatever your conversion is and then build ongoing customer loyalty that will keep these customers buying 12 00:00:53,210 --> 00:00:53,720 from you. 13 00:00:53,720 --> 00:00:54,950 Again and again 14 00:00:58,000 --> 00:01:00,450 when creating an ad campaign on Facebook. 15 00:01:00,700 --> 00:01:03,580 These are your three marketing objectives. 16 00:01:03,580 --> 00:01:12,380 Awareness consideration and conversion selecting the type of marketing objective you want to run is 17 00:01:12,380 --> 00:01:15,260 the first step of your Facebook ad creation 18 00:01:18,140 --> 00:01:19,980 with the power of Facebook ads. 19 00:01:20,090 --> 00:01:26,780 You can reach people based on their location age gender interest actions they have taken on your Web 20 00:01:26,780 --> 00:01:30,990 site or app and many more things. 21 00:01:31,430 --> 00:01:40,100 So just go to business Facebook dot com slash ads manager then click that create button on your Facebook 22 00:01:40,100 --> 00:01:43,160 ads manager page to create a Facebook campaign 23 00:01:46,160 --> 00:01:50,920 so the first step of your ad creation is selecting this marketing objective. 24 00:01:51,560 --> 00:01:58,880 Whether if you want to get more people into your physical store the store traffic adds more visitors 25 00:01:58,880 --> 00:02:04,830 to your Web site via traffic ads or to like your Facebook page. 26 00:02:04,880 --> 00:02:13,010 The engagement ads Facebook has a marketing objective for every scenario and every type of ad you would 27 00:02:13,010 --> 00:02:15,570 ever want. 28 00:02:15,590 --> 00:02:21,240 So now we move from our first step of selecting our objective to the second step. 29 00:02:21,260 --> 00:02:30,890 The ad said this is where we select the target audience we want to reach as you can see the options 30 00:02:30,890 --> 00:02:38,210 for reaching your target audiences are truly endless with Facebook ads including custom audiences. 31 00:02:38,600 --> 00:02:48,020 For example your email list location based age gender language detailed targeting including demographics 32 00:02:48,110 --> 00:02:49,640 interests or behaviors 33 00:02:52,740 --> 00:02:56,060 your audience equals who sees your ad. 34 00:02:56,430 --> 00:03:02,490 The audience section of your Facebook ad campaign enables you to show your ads to people you think will 35 00:03:02,490 --> 00:03:04,930 care about your brand. 36 00:03:04,950 --> 00:03:12,390 There are two basic types of audiences first specific this is targeting a small niche group of people 37 00:03:13,230 --> 00:03:18,480 with a potential ad reach between 1000 and one million users. 38 00:03:18,480 --> 00:03:25,020 You can create this specific audience via a strict parameters at nearly every option available under 39 00:03:25,020 --> 00:03:30,060 your audience section of your Facebook ad creation. 40 00:03:30,090 --> 00:03:32,310 The second type is broad. 41 00:03:32,310 --> 00:03:38,550 This is targeting a much larger group of people with a potential average of 1 million plus users. 42 00:03:38,640 --> 00:03:44,670 Facebook ads implement a machine learning algorithm and use a ton of data to optimize your campaigns 43 00:03:44,940 --> 00:03:51,630 for who is most likely to click your AD just because you have a broad ad with a potential reach of one 44 00:03:51,630 --> 00:03:53,000 million plus users. 45 00:03:53,190 --> 00:03:57,410 Doesn't mean Facebook will serve your campaign to one million people. 46 00:03:57,420 --> 00:04:03,450 Facebook is using its algorithm to find the best users based on your budget. 47 00:04:03,600 --> 00:04:06,870 They want your ads to succeed so you keep paying them 48 00:04:09,800 --> 00:04:17,000 so notice that this adds that level your total ad campaign potential reach change as you edit your audience 49 00:04:18,990 --> 00:04:22,740 right now just targeting the U.S. age 18 to sixty five. 50 00:04:22,740 --> 00:04:24,060 Both men and women. 51 00:04:24,420 --> 00:04:29,130 My potential reach is 230 million people. 52 00:04:29,130 --> 00:04:34,000 The detailed targeting step is one of the audience targeting options. 53 00:04:34,050 --> 00:04:42,920 Facebook enables you to use to refine the group of people your ads are shown to one interest I love 54 00:04:42,920 --> 00:04:48,980 to target his competitors Facebook pages because typically if people are engaging with my competitors 55 00:04:48,980 --> 00:04:54,640 page product or service they will most likely be interested in my similar brand. 56 00:04:54,890 --> 00:05:01,270 But as you can see not all Facebook pages are available in this detailed targeting search result. 57 00:05:01,550 --> 00:05:03,290 And this is up to Facebook discretion 58 00:05:05,890 --> 00:05:09,710 so you will have to rely on a broader targeting. 59 00:05:09,760 --> 00:05:16,960 Let me show you an example of a broad audience ad so I'll create a broad audience targeting your entire 60 00:05:16,960 --> 00:05:22,750 customer location age and gender with no detailed targeting. 61 00:05:22,750 --> 00:05:25,840 And as you can see my potential reaches at 74 million people 62 00:05:28,490 --> 00:05:33,290 targeting the United States age 25 to 60 and just men. 63 00:05:34,010 --> 00:05:43,970 So there's my broad audience so that will be a traffic ad and any user that clicks that traffic ad I'll 64 00:05:43,970 --> 00:05:51,170 create a custom audience of those users and then create a lookalike audience of that custom audience. 65 00:05:51,800 --> 00:05:57,460 So I can retarget them in future ads for a more targeted audience option. 66 00:05:57,890 --> 00:06:04,190 I'll go into greater detail later on custom audiences and creating these lookalikes and retargeting 67 00:06:04,190 --> 00:06:04,810 audiences. 68 00:06:06,380 --> 00:06:11,780 But this is just a quick example of how you can use a broad audience a potential reach of one million 69 00:06:11,780 --> 00:06:20,210 plus to extract your potential customers with Facebook ad targeting you can really target your audience 70 00:06:20,210 --> 00:06:26,600 in so many ways whether it's location or demographics age or gender. 71 00:06:26,750 --> 00:06:31,600 We can target users interests such as hobbies or recent activity searches. 72 00:06:31,760 --> 00:06:35,070 What do users do in their past time. 73 00:06:35,090 --> 00:06:36,360 What is their career. 74 00:06:36,410 --> 00:06:40,470 What is their education target by their college or school. 75 00:06:40,550 --> 00:06:45,650 We can target behaviors like what Web sites they're searching or shopping on. 76 00:06:45,740 --> 00:06:47,330 What is their income level. 77 00:06:47,330 --> 00:06:50,650 What Facebook pages did they like or engage with. 78 00:06:50,660 --> 00:06:57,560 I love this targeting option because if there is a brand similar to yours that is most likely your competition 79 00:06:58,130 --> 00:07:00,420 why not market directly to those people. 80 00:07:00,470 --> 00:07:05,500 See if you can pull some of those people away to your brand instead. 81 00:07:05,910 --> 00:07:11,090 So really sit down and define your target audience. 82 00:07:11,140 --> 00:07:17,710 You should be able describe your perfect customer down to the very little detail so you will be able 83 00:07:17,710 --> 00:07:25,410 to have greater success with Facebook ads so with this course you will not only learn how to advertise 84 00:07:25,410 --> 00:07:30,600 to all these different audiences but also with accuracy and affordability. 85 00:07:30,600 --> 00:07:36,600 I am all about return on marketing investment making your dollars stretch is very viable with Facebook 86 00:07:36,600 --> 00:07:37,560 ads. 87 00:07:37,860 --> 00:07:43,440 Whether this is your first or five hundredth Facebook ad we'll be teaching you tips on how to get the 88 00:07:43,440 --> 00:07:46,520 best results from each type of app. 89 00:07:46,980 --> 00:07:50,220 Which leads me to my final point testing. 90 00:07:50,220 --> 00:07:56,550 I use a B split testing to find out which type of ad or variable is converting the best. 91 00:07:56,550 --> 00:07:57,540 With my audience 92 00:08:00,290 --> 00:08:03,800 so again that objective level the first step. 93 00:08:03,800 --> 00:08:13,340 I just tag along that create split test option again I'll go into great detail on this later. 94 00:08:13,410 --> 00:08:17,160 The key to Facebook ad optimization is testing. 95 00:08:17,160 --> 00:08:23,340 What I love about Facebook is that it has rate built in data reporting right in your Facebook ads manager 96 00:08:23,750 --> 00:08:29,880 so you can break down ad specifically by whatever your conversion metric is in order to see your results 97 00:08:30,240 --> 00:08:33,030 and your return on marketing investment. 98 00:08:33,030 --> 00:08:37,590 Did people engage with your ad which ad image did they engage with. 99 00:08:37,590 --> 00:08:39,330 Did people make a purchase. 100 00:08:39,330 --> 00:08:44,730 Did people opt into your email list whatever your conversion metric is. 101 00:08:44,730 --> 00:08:51,670 You can select that column or breakdown and measure it right here in your Facebook reporting. 102 00:08:51,940 --> 00:08:58,100 And now the final step will cover in this course is creating the actual Facebook at. 103 00:08:58,280 --> 00:09:03,450 It is on this final step where I will teach you the strategies I use for creating actual Facebook ads 104 00:09:03,450 --> 00:09:04,860 that convert. 105 00:09:04,860 --> 00:09:11,310 Your goal is to create content images videos and text that your potential customers will want to engage 106 00:09:11,310 --> 00:09:14,980 with when they see your ad. 107 00:09:15,200 --> 00:09:20,520 So to learn more about how to reach your future customers and fans go to Facebook dot com slash business 108 00:09:20,580 --> 00:09:25,520 slash ads so just one more thing before I go. 109 00:09:25,520 --> 00:09:28,310 I just wanted to show a difference. 110 00:09:28,520 --> 00:09:34,560 I just wanted to show you the ads manager user interface throughout the year 2020. 111 00:09:34,670 --> 00:09:40,140 Facebook is going to be updating this ads manager to a new user interface. 112 00:09:40,310 --> 00:09:44,360 So just know throughout this course I will be using that new interface. 113 00:09:44,360 --> 00:09:46,640 But there's not much that changed. 114 00:09:46,790 --> 00:09:53,810 So as you can see in the menu here ads manager run the ads manager page the tabs for each level of your 115 00:09:53,810 --> 00:10:01,070 ad the campaign level the ads that level the ads level appear up here in the old user interface in the 116 00:10:01,070 --> 00:10:02,560 new user interface. 117 00:10:02,630 --> 00:10:03,170 Same thing. 118 00:10:03,170 --> 00:10:11,480 Campaigns ad sets ads but this you had to select the campaign and then expand it over here to edit it 119 00:10:11,600 --> 00:10:12,490 at each level. 120 00:10:12,500 --> 00:10:17,030 Campaign ads ad ad in the new user interface. 121 00:10:17,060 --> 00:10:23,060 You don't have to select that you can and click edit but you have the option to look at it right here 122 00:10:23,570 --> 00:10:25,740 in this main user interface feed. 123 00:10:25,880 --> 00:10:28,220 So it can expand down as you can see. 124 00:10:28,520 --> 00:10:31,460 This is the campaign level below this. 125 00:10:31,460 --> 00:10:37,790 The ads that level and below it the ad level so we can choose to edit at any level. 126 00:10:37,880 --> 00:10:43,910 EDIT EDIT EDIT Or we can do the same kind of like the old user interface. 127 00:10:44,000 --> 00:10:47,630 Select what we want to edit the ad and edit. 128 00:10:47,630 --> 00:10:51,810 And now this menu expands out and I can do the same thing here. 129 00:10:51,830 --> 00:10:54,070 Oh Woops I wanted to edit the ad set. 130 00:10:54,260 --> 00:11:00,590 I can select the ad set right here or I could just click edit right here so we can edit it right from 131 00:11:00,590 --> 00:11:02,730 here and publish our updates. 132 00:11:02,750 --> 00:11:07,040 Close this and it reeks spans this whole thing so we can go back. 133 00:11:07,070 --> 00:11:10,520 Oh we were editing the ad so we're now on the ad tab. 134 00:11:10,520 --> 00:11:11,450 Just kind of like this. 135 00:11:11,470 --> 00:11:14,810 It's pretty much the same user interface so the ads tab. 136 00:11:14,810 --> 00:11:23,720 Let's go back to the campaigns tab Kony and its collapse those so other than that this user interface 137 00:11:23,840 --> 00:11:32,690 isn't very different from the old the old user interface includes the same columns and breakdowns columns 138 00:11:32,780 --> 00:11:34,590 and breakdowns. 139 00:11:34,640 --> 00:11:36,180 If I want to duplicate something. 140 00:11:36,260 --> 00:11:37,100 Same thing. 141 00:11:37,100 --> 00:11:40,460 Expand what do I want to duplicate the campaign. 142 00:11:40,610 --> 00:11:41,940 The ad set. 143 00:11:42,230 --> 00:11:43,560 Same thing over here. 144 00:11:43,610 --> 00:11:44,900 Duplicate. 145 00:11:44,990 --> 00:11:46,900 I could just go to each level. 146 00:11:47,300 --> 00:11:53,680 Select duplicate so truly the main difference is the edit function. 147 00:11:53,870 --> 00:12:01,770 Yes we can select or edit here and it expands so similarly you just have to toggle at each level checkmark 148 00:12:01,880 --> 00:12:02,730 at each level. 149 00:12:04,920 --> 00:12:09,660 And then click the edit button to expand this many or you can do it manually up here. 150 00:12:09,780 --> 00:12:10,800 Expand this menu 151 00:12:15,080 --> 00:12:21,590 so we'll close this edit and just know we will be working from this new user interface throughout the 152 00:12:21,590 --> 00:12:28,910 course because Facebook will be updating yours throughout 20 20 and make sure to check out quartz and 153 00:12:28,910 --> 00:12:30,740 become for more great resources. 16145