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These are the user uploaded subtitles that are being translated: 1 00:00:01,210 --> 00:00:07,210 So I have to mention levels throughout this course while creating a Facebook ad and by levels I mean 2 00:00:07,210 --> 00:00:08,680 steps. 3 00:00:08,680 --> 00:00:09,370 Your first step. 4 00:00:09,370 --> 00:00:10,000 Second Step. 5 00:00:10,000 --> 00:00:11,770 Third step. 6 00:00:11,770 --> 00:00:18,270 Your first level or first step of creating your Facebook ad is the campaign level. 7 00:00:18,290 --> 00:00:20,920 This is where you select the objective for your ad. 8 00:00:21,080 --> 00:00:27,860 The second level or the ad set step is where you select your audience your targeting your budget your 9 00:00:27,860 --> 00:00:35,920 schedule and your ad placement and finally the third level or the third and final step of ad creation 10 00:00:36,550 --> 00:00:38,290 is the ad level. 11 00:00:38,290 --> 00:00:43,750 This is where you create your ad you format it set the media and finally create the ad 12 00:00:46,880 --> 00:00:53,150 so when you first create an ad under the campaign step you'll be asked to select a marketing objective. 13 00:00:53,550 --> 00:00:58,260 So these advertising objectives are what you want people to do when they see your ads. 14 00:00:58,260 --> 00:01:04,740 So the objective you choose in this first step of ad building under the campaign step will align with 15 00:01:04,740 --> 00:01:06,290 your overall business goal. 16 00:01:06,300 --> 00:01:09,000 The first category will be awareness. 17 00:01:09,000 --> 00:01:13,190 These ad objectives are ads that generate interest in your product or service. 18 00:01:14,440 --> 00:01:17,790 The middle column and selection is consideration. 19 00:01:17,860 --> 00:01:21,340 These objectives get people to start thinking about your business. 20 00:01:21,370 --> 00:01:28,090 Getting to your Web site signing up for newsletters and the final objective category on the right will 21 00:01:28,090 --> 00:01:29,410 be conversions. 22 00:01:29,410 --> 00:01:35,320 These objectives encourage people who are interested in your business to make that purchase to sign 23 00:01:35,320 --> 00:01:36,620 up for your service. 24 00:01:36,670 --> 00:01:43,090 So as you can see once you click that create ad button here you'll be selecting your marketing objective. 25 00:01:43,270 --> 00:01:51,160 Under the campaign step so awareness consideration conversion for most of my clients I start out with 26 00:01:51,160 --> 00:01:55,730 page likes to build their page up with likes and build social clout. 27 00:01:55,810 --> 00:02:00,480 People see oh they have ten thousand likes that gives a little bit of clout. 28 00:02:00,550 --> 00:02:06,410 It gives a good feeling to that customer that other people are liking and following this brand. 29 00:02:06,550 --> 00:02:10,080 Then the next objective values are post engagement. 30 00:02:10,120 --> 00:02:15,670 Unfortunately in the past just because people like your page your pages post would show up in their 31 00:02:15,670 --> 00:02:24,940 news feed but anymore the organic reach of Facebook page post is under 10 percent so you'll need to 32 00:02:24,940 --> 00:02:32,110 use post engagement ads to promote your actual post to your entire page following another great one 33 00:02:32,140 --> 00:02:37,810 under awareness our reach ads that I use for local awareness I use this for brick and mortar businesses 34 00:02:38,500 --> 00:02:42,840 such as dentist they don't have a nationwide reach right. 35 00:02:42,870 --> 00:02:51,330 So I just do a 10 mile radius around their store around their business and we build awareness visa free 36 00:02:51,330 --> 00:02:54,220 offerings things to get people in the door right. 37 00:02:54,300 --> 00:03:01,690 Then you can prove your customer service your product and so on then brand awareness and think of billboard 38 00:03:02,690 --> 00:03:04,780 Coca-Cola Pepsi. 39 00:03:05,050 --> 00:03:12,340 These big brands they're not necessarily promoting a single product but rather just the brand the logo. 40 00:03:12,340 --> 00:03:14,270 This is what these ads are for. 41 00:03:14,350 --> 00:03:18,090 If you just want to get your brand in front of the most people. 42 00:03:18,220 --> 00:03:19,640 These are great ads. 43 00:03:19,720 --> 00:03:25,640 So the ad type I use the most over 50 percent of the time for my clients are traffic ads. 44 00:03:25,720 --> 00:03:28,960 I want to get potential customers to my clients web. 45 00:03:29,140 --> 00:03:29,950 By doing this. 46 00:03:29,980 --> 00:03:38,950 I'm building a custom audience on that Web site for the pages these Facebook visitors go to so as long 47 00:03:38,950 --> 00:03:45,930 as you set up your custom audiences correctly these Web site click ads or objectives are great for building 48 00:03:45,930 --> 00:03:47,730 those custom audiences. 49 00:03:47,820 --> 00:03:55,060 Then later on I'll use Web site conversion ads to retarget those custom audiences to close the sale. 50 00:03:55,140 --> 00:04:01,230 So maybe I just get them to the Web site get them to a newsletter sign up give them more info about 51 00:04:01,230 --> 00:04:04,320 the product or service if they don't purchase it. 52 00:04:04,320 --> 00:04:11,160 The first time to your site no worries we can retarget them again via a web site conversion ads. 53 00:04:11,160 --> 00:04:15,290 Hey you've already been to this site or check out this product just like this. 54 00:04:15,420 --> 00:04:20,780 These Web site conversion ads are a great way to retarget these people who initially came to your site. 55 00:04:20,800 --> 00:04:25,970 The Web site clicks So you can close the sale with Web site conversions. 56 00:04:25,980 --> 00:04:28,390 These are my two most popular ad. 57 00:04:28,390 --> 00:04:35,850 I will be split test ads within a traffic campaign to find my optimal demographics my optimal age my 58 00:04:35,850 --> 00:04:37,890 optimal interest to target. 59 00:04:37,890 --> 00:04:44,580 Then as I get my price down and my click rate up then I start retargeting those custom audiences via 60 00:04:44,610 --> 00:04:46,860 conversion ads. 61 00:04:46,860 --> 00:04:52,650 I'd say the third and fourth most popular ads I use are video views and lead generation. 62 00:04:52,680 --> 00:04:55,920 If you haven't created videos yet you need to start. 63 00:04:56,130 --> 00:05:02,040 Think about it when you're in your News Feed do you stop on photos more often or when an auto play video 64 00:05:02,040 --> 00:05:02,820 comes up. 65 00:05:02,820 --> 00:05:06,530 Data shows video engagement is much higher. 66 00:05:06,780 --> 00:05:09,030 So spend the time to shoot a video. 67 00:05:09,220 --> 00:05:16,810 Film it on your smartphone whatever or even do a voiceover and create a slide by slide video using PowerPoint. 68 00:05:17,070 --> 00:05:26,100 You can save as a dot in P4 start using video to convey your marketing message and finally lead generation. 69 00:05:26,100 --> 00:05:28,380 Most customers don't want to leave Facebook. 70 00:05:28,380 --> 00:05:30,320 They're on Facebook for a reason right. 71 00:05:30,330 --> 00:05:35,240 They don't want to go off site to your MailChimp sign up to your lead page capture form. 72 00:05:35,370 --> 00:05:41,280 The beautiful thing about lead generation ads is that you can capture the person right on Facebook. 73 00:05:41,490 --> 00:05:47,820 You can capture their email their phone number and many other metrics right in that user's news feed 74 00:05:47,820 --> 00:05:49,410 without them leaving the site. 75 00:05:49,410 --> 00:05:52,750 So make sure to use a balance of all these marketing objectives. 76 00:05:52,890 --> 00:05:58,110 But think of them as steps building the awareness getting them to buy into your brand. 77 00:05:58,110 --> 00:06:05,730 Visit a site give you a lead and then finally converge and close the sale sell the product get them 78 00:06:05,730 --> 00:06:07,440 to sign up for an offer and so on. 8642