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These are the user uploaded subtitles that are being translated: 1 00:00:03,250 --> 00:00:09,880 So now let's jump into Facebook ad targeting Facebook enables you to use the targeting options available 2 00:00:10,390 --> 00:00:18,100 on the Facebook ad creation page so you can reach a specific audience that matters to your business. 3 00:00:18,100 --> 00:00:23,300 Now Facebook has a billion plus users that look at their news feed every day. 4 00:00:23,380 --> 00:00:30,250 So with Facebook ads we can target specific users that align with your business. 5 00:00:30,250 --> 00:00:35,230 Now the variables Facebook ads use our ever expanding. 6 00:00:35,230 --> 00:00:42,550 But some of the most common ones I use include location age gender and interest. 7 00:00:42,550 --> 00:00:48,020 So you can really make your ads is targeted or as broad as you want. 8 00:00:48,070 --> 00:00:52,090 So let's jump into building that Facebook ad and see how you use Facebook. 9 00:00:52,090 --> 00:00:53,400 Ad targeting. 10 00:00:53,620 --> 00:00:58,780 So the first place you can create an ad from is to create an ad directly from your Facebook account. 11 00:00:59,320 --> 00:01:05,410 So just click that dropdown arrow and then click Create ads or you can create an ad by clicking the 12 00:01:05,410 --> 00:01:08,970 create ad button on your ads manager page. 13 00:01:09,190 --> 00:01:12,840 That's at Facebook dot com slash ad slash manager. 14 00:01:12,850 --> 00:01:18,640 So once we click that create ad button you first need to select the type of ad you want to run. 15 00:01:18,640 --> 00:01:21,990 So here we are at the campaign level the objective. 16 00:01:22,000 --> 00:01:23,800 Choose your objective. 17 00:01:23,800 --> 00:01:28,720 So with all these various objectives you can promote a lot of things through Facebook. 18 00:01:29,410 --> 00:01:35,200 So this includes everything from boosted posts on your own Facebook page to increasing the amount of 19 00:01:35,200 --> 00:01:41,440 people who like your Facebook page to even sending people off on Facebook to your mobile app to your 20 00:01:41,440 --> 00:01:46,190 Web site to create conversions on your site and so on. 21 00:01:46,240 --> 00:01:50,290 So I will dive deeper into each type of objective later. 22 00:01:50,290 --> 00:01:52,620 But for now let's use my favorite type of ad. 23 00:01:52,690 --> 00:01:55,150 So first you'll need to name your ad campaign. 24 00:01:55,270 --> 00:02:01,240 Since I make ads for a lot of Web sites I like to use short codes for name and then so when I see that 25 00:02:01,240 --> 00:02:07,860 campaign name in my reports I'll instantly know that's a Web clicks campaign WC. 26 00:02:08,170 --> 00:02:09,490 That was for the Web site. 27 00:02:09,490 --> 00:02:16,450 Course envy c e once you name your campaign and click continue you will see you'll shift down one layer 28 00:02:16,900 --> 00:02:21,130 as you build this ad and transition to the ad set. 29 00:02:21,130 --> 00:02:26,340 It is on the ad set level that you will decide your targeting options for this ad. 30 00:02:26,530 --> 00:02:31,030 This includes the target audience ad placement and budgets and schedules. 31 00:02:31,090 --> 00:02:36,760 If you have a standard audience that you know works and you market to for most of your ad there's no 32 00:02:36,760 --> 00:02:38,340 need in building it every time. 33 00:02:38,350 --> 00:02:39,870 You can save one. 34 00:02:40,090 --> 00:02:43,900 So I'll show you how we can build one out and then save one later. 35 00:02:43,990 --> 00:02:49,600 But as you can see I do have some saved audiences so I could select this past saved audience called 36 00:02:49,600 --> 00:02:51,130 you to meet PAC. 37 00:02:51,160 --> 00:02:56,390 So as you can see when I have it highlighted it shows what the actual saved audience was. 38 00:02:56,410 --> 00:03:04,720 So this saved audience consisted of men living in Pakistan that liked the Udemy page and are ages 18 39 00:03:04,720 --> 00:03:05,520 to 40. 40 00:03:05,530 --> 00:03:12,220 So the next option available to you are custom audiences custom audiences are great for building niche 41 00:03:12,220 --> 00:03:17,500 ads targeting very specific users or audiences on Facebook. 42 00:03:17,680 --> 00:03:25,090 So this can include your own customer email list Web site data that you captured via the Facebook pixel 43 00:03:25,570 --> 00:03:30,420 or possibly people who have installed your app or game. 44 00:03:30,520 --> 00:03:34,960 So as you can see I have some custom audiences that I've created already. 45 00:03:34,960 --> 00:03:36,880 My first one is course envy. 46 00:03:36,990 --> 00:03:43,510 I have a Facebook pixel capturing people who go to course and Buy.com and then I have a few others I 47 00:03:43,510 --> 00:03:45,670 have created a lookalike audience. 48 00:03:45,970 --> 00:03:47,680 And the list goes on. 49 00:03:47,710 --> 00:03:54,070 So if you haven't created a custom audience we do have a lecture on that but you can create one right 50 00:03:54,070 --> 00:03:55,570 from the ad set. 51 00:03:55,570 --> 00:04:00,720 So just click that create new link and then either click custom audience or look like audience. 52 00:04:00,760 --> 00:04:07,540 So with these you'll be able to either select that Facebook pixel or create a lookalike of that customer 53 00:04:07,540 --> 00:04:11,140 list of that Facebook pixel and so on. 54 00:04:11,140 --> 00:04:13,660 Next is the ad set location. 55 00:04:13,750 --> 00:04:19,830 So this is one to really watch that potential reach no change as you add and delete locations. 56 00:04:19,900 --> 00:04:23,360 So at one hundred ninety four million with all of the United States. 57 00:04:23,770 --> 00:04:29,080 So I type in Los Angeles California and selected a twenty five mile radius. 58 00:04:29,080 --> 00:04:29,470 Look at this. 59 00:04:29,470 --> 00:04:32,380 We dropped down to six point eight million people. 60 00:04:32,470 --> 00:04:35,110 Now think of how powerful a feature this is for you. 61 00:04:35,290 --> 00:04:39,160 Say you're running a local business maybe a lawnmower repair shop. 62 00:04:39,300 --> 00:04:42,230 I don't want to market to people across the United States. 63 00:04:42,250 --> 00:04:48,370 I want to market to people within ten maybe twenty five miles from my shop. 64 00:04:48,370 --> 00:04:51,060 This is the same for so many brick and mortar businesses. 65 00:04:51,070 --> 00:04:57,810 Think of it bakeries restaurants dry cleaners location marketing can be very powerful for you. 66 00:04:57,850 --> 00:05:02,480 So we keep scrolling down now to age gender and language. 67 00:05:02,490 --> 00:05:07,920 First off age what is the age of your target market by default. 68 00:05:07,980 --> 00:05:10,800 Facebook gives you 18 to sixty five plus. 69 00:05:10,920 --> 00:05:12,920 That's pretty broad right. 70 00:05:12,930 --> 00:05:17,000 So for some businesses it's really easy to identify your age group. 71 00:05:17,100 --> 00:05:18,690 Say you sell wedding dresses. 72 00:05:18,750 --> 00:05:23,220 This is gonna be safe to say target women age 20 to 35. 73 00:05:24,120 --> 00:05:28,590 But for most businesses it's safe to stay with that default age. 74 00:05:28,710 --> 00:05:35,910 If you're marketing a product a service that really anybody could use go with it default 18 to sixty 75 00:05:35,910 --> 00:05:36,720 five plus. 76 00:05:37,050 --> 00:05:44,760 But a great hack to find your demographics age range is to look at your Facebook page insight page. 77 00:05:44,850 --> 00:05:49,930 So here we are on the course and page and click insights and then I click people. 78 00:05:49,980 --> 00:05:53,560 So as you can see 79 percent are men. 79 00:05:53,700 --> 00:06:00,770 And then if you add these up 72 percent are men ages 13 to 24. 80 00:06:00,810 --> 00:06:07,740 So it's safe to say for course envy anyway I should target men ages 13 to 24. 81 00:06:07,740 --> 00:06:12,740 So let's come back to this ad we'll set the age range from 13 to 24. 82 00:06:12,930 --> 00:06:13,410 We'll click. 83 00:06:13,410 --> 00:06:14,980 Men in gender. 84 00:06:15,180 --> 00:06:17,400 And then we select our target language. 85 00:06:17,400 --> 00:06:22,810 So if your Web site and AD are in another language this is where you select that language. 86 00:06:22,980 --> 00:06:26,340 My ad text and my Web site text is all in English. 87 00:06:27,330 --> 00:06:31,950 So I search for and select English all. 88 00:06:31,950 --> 00:06:33,510 Now look at our potential reach. 89 00:06:33,510 --> 00:06:35,970 We're down to six hundred ninety thousand people. 90 00:06:36,060 --> 00:06:38,150 We're narrowing down our ads reach. 91 00:06:38,210 --> 00:06:41,420 So our click through rate and our conversions will increase. 92 00:06:41,820 --> 00:06:45,090 The more targeted you are with marketing the better. 93 00:06:45,090 --> 00:06:50,670 Now sometimes I do agree that you need to blast the general public with ads for brand awareness but 94 00:06:50,670 --> 00:06:56,640 for the most part you will experience the highest success rates with these Facebook ads. 95 00:06:56,760 --> 00:06:59,320 If you use a laser focus targeting. 96 00:06:59,520 --> 00:07:03,450 Now let's get to the real targeting feature of Facebook ads. 97 00:07:03,510 --> 00:07:06,650 This is the detailed targeting field. 98 00:07:06,810 --> 00:07:14,160 Here you can search various demographics interest and behaviors of these Facebook users and then you 99 00:07:14,160 --> 00:07:23,220 can select them to be included in your ad outreach or you can exclude them from your Facebook ad targeting. 100 00:07:23,760 --> 00:07:29,130 So let's say I'm building an ad for our Social Media Marketing Corp. we would want to target Facebook 101 00:07:29,130 --> 00:07:31,620 users that are interested in marketing. 102 00:07:31,620 --> 00:07:33,950 So being interested in marketing is very broad. 103 00:07:33,950 --> 00:07:34,860 Right. 104 00:07:35,190 --> 00:07:37,960 But it's a good start to defining our target audience. 105 00:07:37,980 --> 00:07:42,300 So look at when I type in marketing in the detailed targeting field. 106 00:07:42,300 --> 00:07:45,900 The first option is marketing as an interest. 107 00:07:45,900 --> 00:07:50,770 So that means over five hundred fifty eight million people have shown an interest in marketing. 108 00:07:50,790 --> 00:07:54,450 They've liked a marketing page liked a marketing post. 109 00:07:54,450 --> 00:07:58,720 So I would click that to get going in the marketing niche or targeting right. 110 00:07:58,800 --> 00:08:04,800 So next I would type marketing in again in that detail targeting field and I'd select fields of study 111 00:08:04,950 --> 00:08:07,320 and job titles. 112 00:08:07,320 --> 00:08:10,820 Think of it people with a job that is marketing focused. 113 00:08:10,860 --> 00:08:12,750 That's a perfect customer for me. 114 00:08:12,750 --> 00:08:16,710 Yes they know marketing but they're always open to learning more. 115 00:08:16,740 --> 00:08:23,480 So I selected those three options as you can see my potential reach is now narrowing even more. 116 00:08:23,490 --> 00:08:25,810 Two hundred and thirty thousand people. 117 00:08:26,190 --> 00:08:33,180 But as you continue adding interests and behaviors similar to this niche you can grow this potential 118 00:08:33,180 --> 00:08:34,290 reach. 119 00:08:34,290 --> 00:08:40,110 See look after I added Instagram to the interest my reach went up to four hundred forty thousand. 120 00:08:40,260 --> 00:08:46,020 So this is great if my course was about Instagram but let's say my course is just about marketing on 121 00:08:46,020 --> 00:08:47,440 Twitter. 122 00:08:47,880 --> 00:08:54,450 So I want to exclude people interested in Instagram so by clicking exclude people I can choose new details 123 00:08:54,570 --> 00:08:59,610 new behaviors interest job titles to exclude from the audience. 124 00:08:59,760 --> 00:09:01,100 I want to market too. 125 00:09:01,530 --> 00:09:07,160 So each new option you choose to exclude will decrease your audience size. 126 00:09:07,470 --> 00:09:14,610 So as you can see I excluded Instagram and that took me down to seventy one thousand people. 127 00:09:14,760 --> 00:09:23,790 So these ads will reach people interested in marketing jobs that are marketing and interest of Twitter 128 00:09:24,240 --> 00:09:27,630 but it will exclude people who are interested in Instagram. 129 00:09:27,630 --> 00:09:30,280 So now let's scroll down further in this ad set. 130 00:09:30,480 --> 00:09:37,020 The next option is connections with this feature we can reach people who have a specific kind of connection 131 00:09:37,020 --> 00:09:38,820 to your page app or event. 132 00:09:39,300 --> 00:09:46,950 So this feature can narrow or grow your audience by including people with that specific connection who 133 00:09:46,980 --> 00:09:49,800 also meet the other targeting categories you've selected. 134 00:09:50,370 --> 00:09:56,700 So when we I use this is if I want to target people who only like my Facebook page or friends of people 135 00:09:56,700 --> 00:09:57,540 who like my page. 136 00:09:58,230 --> 00:10:01,270 So if you want to market to people who just like your Facebook page. 137 00:10:01,350 --> 00:10:08,540 This is a great option for that or if you're looking to expand by word of mouth. 138 00:10:08,880 --> 00:10:15,630 If people see oh my friend like that let me check out that page you market to friends of people who 139 00:10:15,630 --> 00:10:21,330 like your page or if you're a one off business you sell that service and then it's done. 140 00:10:21,450 --> 00:10:28,440 It's not very smart to RE market to those people so maybe exclude those people who like your page because 141 00:10:28,440 --> 00:10:30,780 you've already sold to them right. 142 00:10:30,780 --> 00:10:33,990 Remember how I said you can save audiences for quick use in the future. 143 00:10:34,350 --> 00:10:35,860 Well here's how. 144 00:10:35,880 --> 00:10:41,160 So just click the save this audience link and then you'll be able to name it for easy reference in the 145 00:10:41,160 --> 00:10:42,290 future. 146 00:10:42,360 --> 00:10:47,940 So once you've finished placing this ad you'll be able to find the saved audiences under that drop down 147 00:10:47,940 --> 00:10:51,120 menu on any ad said Page for future ads. 148 00:10:51,120 --> 00:10:57,040 You create the next section are placements where do you want your ad to show up. 149 00:10:57,150 --> 00:11:04,200 The options include everything from mobile News Feed to Instagram to audience networks to desktop computers. 150 00:11:04,200 --> 00:11:10,050 So now for mobile if your Web site isn't responsive or mobile friendly then I would uncheck this option 151 00:11:10,680 --> 00:11:14,840 because you only want people to see your site on the most optimized platform. 152 00:11:14,850 --> 00:11:15,150 Right. 153 00:11:15,630 --> 00:11:20,850 But honestly if you don't have a mobile friendly responsive Web site you're driving customers to you 154 00:11:20,850 --> 00:11:23,110 have a bigger issue than Facebook ads. 155 00:11:23,400 --> 00:11:26,760 Get your Web site mobile friendly A.S.A.P.. 156 00:11:26,760 --> 00:11:34,740 I personally like testing all my sites on mobile devices with the Web site w w w that mobile test to 157 00:11:34,740 --> 00:11:35,310 me. 158 00:11:35,310 --> 00:11:41,130 So before I select a landing page for one of my Facebook ads I'll throw it in a mobile test me just 159 00:11:41,130 --> 00:11:43,770 to make sure it looks good because any more. 160 00:11:43,770 --> 00:11:48,360 Most users are on their mobile device when they see your ad. 161 00:11:48,390 --> 00:11:52,350 So back to placements I select automatic placements. 162 00:11:52,620 --> 00:11:56,950 I want users at any time and on any device to see my ads. 163 00:11:56,970 --> 00:12:01,160 Now the last part of this ad set sanction is budgets and schedules. 164 00:12:01,410 --> 00:12:07,140 So unless an ad is doing extremely well getting you cheap clicks and cheap conversions I don't like 165 00:12:07,140 --> 00:12:14,040 to max out my daily budget because no matter what Facebook is going to spend my budget every day. 166 00:12:14,040 --> 00:12:20,100 So I prefer to set a lower budget of five dollars and have it dispersed throughout the day. 167 00:12:20,280 --> 00:12:26,220 Then I set up three more or five dollar campaigns and I can split test variables in various targeting 168 00:12:26,220 --> 00:12:30,200 methods various ads to see which one performs the best. 169 00:12:30,730 --> 00:12:36,400 Now depending on if you're running a temporary sale or an ongoing evergreen ad you'll want to select 170 00:12:36,400 --> 00:12:40,480 to run your ad continuously or set a start and end date. 171 00:12:40,480 --> 00:12:47,150 This next section from my research leaving the ad default settings here have produced the best results. 172 00:12:47,290 --> 00:12:49,720 Facebook really has these optimized. 173 00:12:49,930 --> 00:12:52,260 Next you see ad scheduling. 174 00:12:52,300 --> 00:12:54,130 I personally run my ads all the time. 175 00:12:54,910 --> 00:12:56,920 I want people to constantly see them. 176 00:12:57,130 --> 00:13:04,360 But you can run ads on a schedule say if you have a black Friday ask a sale or a live webinar that's 177 00:13:04,390 --> 00:13:06,350 only happening at a certain time. 178 00:13:06,550 --> 00:13:11,650 You can select run ads on a schedule and pick the times you want those ads to run. 179 00:13:11,650 --> 00:13:17,920 The only other reason I have used ad scheduling for clients is because the data I have collected from 180 00:13:17,920 --> 00:13:23,920 their Facebook page insights and their MailChimp Email campaigns have shown me that their users check 181 00:13:23,920 --> 00:13:28,910 their email and are most engaged on Facebook post at X time. 182 00:13:28,960 --> 00:13:33,550 I know that certain time that their users are active. 183 00:13:33,550 --> 00:13:41,100 So if you have the data go for it why not target engage clients at their most active times. 184 00:13:41,110 --> 00:13:44,590 Finally you want to name your ad said name it specifically. 185 00:13:44,590 --> 00:13:50,140 So again within reporting you can see oh this is course envy. 186 00:13:50,170 --> 00:13:53,880 Web site clicks campaign what's the ad set. 187 00:13:53,890 --> 00:13:57,710 This was Los Angeles men 13 to 24. 188 00:13:57,880 --> 00:14:03,010 Do they see you can quickly identify which variables are doing the best for you in your split testing. 20277