Facebook Ads in 2018 | Going From Facebook Ads Beginner To MASTER
In this video we're gonna go from being an absolute, beginner in Facebook advertising, it to completely, mastering. It okay if you've never done Facebook as before but maybe you had some information about it we're gonna touch on absolutely, everything that you guys need to know and these are the same strategies, that I was able to apply within the last couple months to take a brand new business from absolutely, zero to, over one hundred and fifty thousand. Dollars, in sales okay guys I truly. Truly believe that knowing, digital, advertising is, the key to growing any business, okay imagine being able to take any company, putting it in front of the right audiences, and being, able to generate money doing that that is what Facebook, and digital advertising allows, you to do so, in this video we're gonna take you from beginner okay, to a complete, master, make sure you guys stay all the way into the end my name is Joaquin Corrales. Subscribe. To this channel we're releasing videos daily, we're gonna hop into my computer and get right into it alright. Guys we're gonna jump right into it and the first thing that we're gonna do is we're gonna go to the business manager, okay and we're gonna create our ad accounts, through the business manager, because, it's gonna make everything, a whole lot easier and later on in the future let's say we want to give access to someone to come to our ad account and check it out or something of that sort this, is going to be the way to go so you're gonna create an account in the business manager obviously you need a Facebook account so after you have your Facebook account created, you're gonna come to business dot facebook.com. You're gonna click on create account here, and then it's gonna ask you for a business, name just, enter the name of your business or enter your name not a big deal and it's going to head and it's gonna go ahead and create an account now, after you create an account with the business, manager you're. Going to you're. Going to one create a Facebook, page, right and it's important, that you create a Facebook, page for your business because. That's what's going to show at the top left hand corner of your ads okay. So once we start creating the different ads and. Going through the different strategies that you need to apply then, these this, your, profile, your business it's what's going to show up there so it's important that you guys create that the. Second thing that you're gonna be prompted, to create once. You go in through the business manager is an ad account so just it the steps are gonna be right there in your face you're gonna hit one two three and just go through them and so, after you have all of that set up okay which should only take about two minutes you're gonna come to a screen that looks like this and this, is the start, of creating, our first, advertising. Campaign, and. We have a whole bunch of different marketing objectives, that we could choose from but, we've before, we go into the marketing objective, that is right for four. Specific, types of campaigns let, me kind of explain the hierarchy. Of Facebook. Ads so you guys could kind of see here on the left-hand side so we have a campaign, we, have an ad account it's already made at set. And AD so, let me draw it here, so, that it's easily. Understood. So here we have at the highest level, we have a campaign, okay and at the campaign level we're gonna choose our objective, okay what is gonna be the objective of this campaign do we want people to engage, with, our post we want people to come to our website right that would be a traffic, do we want people to add certain items to cart so at this level we choose the objective, now, a level, under the campaign, are gonna, be what are called ad sets, okay and what ad sets are going to do is that ad sets are going to target, different audiences, okay.
So. As we create campaigns, we're gonna be testing different these. Are ad sets we're gonna be testing different audiences. With different characteristics. And different interests and that's what these different ad sets are going to do and now every single ad set also, has different ads right they could be the same ads or they could be different ads and those, ads right at that end level at that end goal are the. Ads that people are seeing so, this thing all the way at the at the far. Right hand side is what, people are seeing what they're interacting, with in their feed and what they're giving feedback based, off of okay so you guys are gonna see that as we create advertisements. For this sample business okay, and this sample business is gonna be a coffee shop you guys are gonna see that we're gonna create advertisements. We're gonna create ad sets we're gonna create campaigns, and we're gonna do it in a way where, we're going to be testing, what, is the. Most effective, way to run advertisements. For this business okay and that's how you do it in real life in real life this is how you do it you create you choose, your campaign so what's gonna be the objective of your campaign then you choose you create different ad sets that, are all targeting. Different audiences, and then you point different, ads to it and then we see okay this ad set is not going to work this ad set works this one does not the, does not and so we start spending more money on this one because, this audience, is the one that is responding. To these advertisements, and maybe that's a little bit confusing maybe you don't understand 100% how all of that fits into play but, it's gonna become a lot more obvious right now once we start actually drilling into the platform, and creating. These campaigns. These ad sets these different, ads and so that, that kind of acknowledge. Is a very common misconception about, paid advertising, which, is that it's a black hole right this is a red, hole but it's just imagine, a black hole where you just throw money down and you're not sure what, your ROI is going to be how much money you're going to make back or how it all works and paid, advertisement, is not like that okay it's the key to growing any business, because if you're able to have a product, okay especially a product that's good and put, it in front of the right audiences. Okay then they're going to pay you for it okay they're going to come to your offline business your, online business it does not matter and how you do that is by testing so, you're not spending actual. Money on advertisement. Until. Things are working okay you could spend on these ad sets one from, one to even five dollars let's say obviously, you could spend as much as you want but you only have to spend from one to five dollars so see if this ad set is going to work at all and if, this one works then we're gonna we're gonna put we're gonna close all the other ones so we're not gonna spend money there anymore and we're, only gonna spend money on the ones that work okay but before we get into that I also want to talk about something else that's super important, and that, is the Facebook pixel. Okay, and the Facebook pistil pixel, is gonna be essential, to our success, in facebook advertisement. And the reason why it's gonna be essential is because, the Facebook pixel is gonna allow us to track everything, okay it's gonna allow us to track everything and later on in this video I'm going to show you guys how to create a Facebook, pixel and how, you're going to install, it on your website and so, what the Facebook pixel is is just imagine, like a line of code okay and this line of code is going to live on your website so here you have your website and. Your lot your your, Facebook pixel is going to live there and what happens is that every single person who. Visits, your website from wherever they're coming from is going to trigger it it's going to be triggered by itself. And so, Facebook, is going to know exactly, who. That person is. Okay they're gonna know exactly who that person is, that, was eight that that came on to your website and so, what we're going to be able to do by, tracking that information, which is extremely easy to track is that we're later going to be able to run advertisements. Okay we're gonna be able to run different ads to. All these people okay we're gonna be able to run ads to all these people that came into our website okay that's, how you see those examples, of people of maybe, everyone, has done this right you go to a certain website and then, after you leave the website you go on Facebook, and there's.
An Ad there's an ad in your face or you go on Instagram and there's an ad right, there in front of you of the place that you just visited this is not complicated at all and it's also no accident, okay it's no accident that you just saw an advertisement, for Taylor Swift shoes, after, you were googling for them okay it's. No accident at all how that happens is through the Facebook pixel so these websites, have a Facebook, pixel installed, you go on to their website the, pixel, knows that it's you right and knows that it's you that went on there and then when you go back to Facebook this. Person, the the business that whose, advertisement, you're seeing has a campaign, running that, is targeting, the people that are activated, this pixel, okay and it goes way more in depth in that and way more advanced, and we're also going to cover that in this video right because we're gonna completely, master. Facebook, advertisement. And so, not only are we gonna create campaigns, that are going to target people that, visited, your website or did certain actions but, we're also gonna be able to do what's, called creating, look-alike, audiences. Okay and look at like audiences, is where the real money is that and this is extremely powerful and, the reason why I look-alike audience is extremely, powerful is because imagine, that you have five hundred people that, for example bought, a certain product okay these people purchased. From you or maybe you have one, thousand, people that visited, your website okay, and the people that are visiting your website they're. They're a specific, type of person right let's say that I have let's. Say let's use the coffee shop business. Example that we're gonna be, using here if a, thousand people visit my coffee shop website more. Than likely those 1000 people are gonna be interested in. Right and so, what I'm going to do with Facebook is that I'm going to tell Facebook, all right Facebook you see there's a thousand, people that came into my website I want. You to go out there to go out there to on Facebook out of every, single person that is a Facebook, user and I want you to find people that look, like them okay and that not physically, look like them but, that are like them right and this is what's considered a look-alike audience so Facebook is gonna use its super, high. Level and super, complex. Algorithms, to, generate, millions. Of people, that are like these thousand, people right so that's why sometimes you see people or, you hear people say that, the, more data that you give Facebook the more information that you give them the better your advertisements. Are going to run because if you only have five people that purchased. From you then. First, of all you can't even create a look at like audience but you could imagine that having five people and going out there on Facebook and finding people similar to them is going, to give you something that is of a much broader range people that are not so similar to them as opposed, to if you have 500 people right because now Facebook, has more data to use to, go out there and find people that look exactly, like them right that are eggs that have the same characteristics. Of these people and that's how you tap into cold traffic right which are people that don't know anything about your brand so we're gonna focus on absolutely. Everything, in this video let's, get right into it, so we're going back into the Attic on and let's go over a lot of these different marketing, objectives, here so, to be honest I have only used maybe a very small fraction of these marketing, objectives, but, the funny thing is is that you will - okay there are tons of things here that you're going to or there are tons of things here in our face that we're really never going to use the, ones that I use the most are, engagement. Conversions. Traffic. And I've used in the past app installs, right because I also own a mobile development, company and some, clients wanted to run campaigns that, focus on app installs, but, all of these that are brand awareness reach. Video. Views lead generation messages, store visits, I have. Personally, never used those so, yes you could look you could use store visits if you have an offline business but, that's not what we're gonna cover in. This section so the, one that we're gonna use the most are traffic, engagement. And come. And I remember when I first started, running, Facebook advertisement. A long time ago this. Is this is my train of thought behind this so I wanted people to download, an e-book right so I had an e-book I mean let me go back on Photoshop, for a second.
So. I had this ebook, right here okay I had this ebook and I had. My website, the e-book was on my website and and. I wanted to start running Facebook ads to it and so, when I was looking at this page right here I thought okay I could, use conversions, which means that I could specify an, objective, I could, use engagement, or I could use traffic, and, logically. Thinking, I went, with traffic, right and the reason why I went with traffic, and maybe you guys would as well is because I thought okay if there's more there's tons of people coming, into my website from everywhere, if I have more traffic on my website, then, I'm gonna have more people downloading. My ebook okay that was the logic behind it and what. Ended up happening was that I was, negative, a thousand. Dollars okay and, nobody. Not, a single, person, had downloaded my ebook okay. Let me say that again I spent. A thousand, dollars on traffic. Advertisement. And not, a single person had downloaded my ebook and there was a comp those are stories, a lot of mistakes in there that you guys are gonna be able to avoid and we're gonna go over in this video but. The main mistake was that I chose the wrong marketing, objective, okay so I thought logically, speaking okay I just want traffic and that's, what Facebook did facebook gave me traffic, to my website right, which, was wrong I did I altum Utley didn't want traffic what I wanted was people, to complete, a certain action which. Was to download my ebook okay so so you guys the. Lesson there is that you guys need to choose the marketing objective that you need for whatever you want but, it had you can't think you can't try and come up with your own solution. To your issue I guess right if you want more people to buy your product then, you might think that traffic is good because it's more people are gonna land on your website so logically, speaking more people are going to buy that's wrong okay you need to follow exactly what, facebook, says so, if you if you literally want traffic then you would choose traffic, you would choose engagement. If you want people to engage with your post so, let's say that you you post, it on Facebook or, your advertisement. And you want people to like it to comment it to view it you would do engagement, and the most popular, one is convergence. Okay we're gonna start with an engagement. Campaign. And then we're gonna go into conversions, but conversions, is the most popular, one and the reason why that's the most popular one and it's the one that I mostly use on a daily, basis, is because. The conversions, campaign, focuses. On optimizing. For a specific action, ok so. Let's say that you guys have an online store and you want people to buy your product you're gonna be able to create a conversions. Campaign. That, optimizes. For Add to Cart or that, optimizes, for people buying stuff or that optimizes, for someone downloading, your ebook and what's gonna happen is that Facebook is gonna start storing data of every, single person that completes that action, and is, going to -, to. Start presenting the advertisement. To other people that are like them ok so what I should have done on that eBook example, was, not to do traffic what I should have done was I should have started a conversions. Campaign. Ok and what the conversions, campaign is going to do automatically, is that it's going to start. Showing your advertisement. To every single person who you target it right because you have to specify who you want to target but, what it's going to do later it's kind of it's, gonna know that ok this type of people they, like the e-book ok this audience right here they like the e-book so it's gonna start spending all the advertisement. Money and targeting, people that are here because, it's optimizing. For, people that are doing what you want ok its optimizing. For, the conversions. Ok which is ultimately what, I needed when, I when. I wanted, people to download that ebook ok so we're gonna start with an engagement one here and remember the engagement, one is for, people for, for, when you want people to comment to like and. To do those types of things to your post so we're gonna click your on engagement and at, the bottom it's gonna tell us to enter a name and so.
See Here we could engage for a bunch of different things so or we could optimize for different things for post engagement do we want people to, engage what they post do, we want people to like a page right or event, responses let's do it with page likes you're gonna choose, your. Name right there not a big deal and here, gonna set up your ad account okay so obviously you need an ad account set up and. And, then once you do that then it's gonna run it with that one so let's just say continue, here great my ad account set up and you're only gonna have to do that one time and. It's because I just created this profile, so here at the top is where you choose your page remember that earlier we spoke about how, you need to have a page and how you're going to create it so here we have the best coffee shop and then, as. Far as the ad set name if we go back to photoshop here for a second we're gonna realize. That we, already chose our campaign, okay our campaign, objective. Was engagement. Up here and now we're here in this middle level where we have our ad sets and remember how we said earlier that our ad sets are going, to target. Different. Different. Audiences, so, usually what only my ad set is like the name of the audience so, here I'm going to I'm advertising a business for, a coffee, shop business okay so the. First people that I'm going to target are gonna be people who, are interested, in coffee plus. Starbucks. So I'm gonna call that as my ad set name and let's go down here through the options and kind of learn what, it is that's going on here so. Here we have the page we already chose a page here we have the audience and this is the most important part because if we're able to, target. The right audience right, if we're able to put this in front of people who. Are interested, in what we have then, we are going to have success with our advertisement. So I'm gonna take this off here we're going to custom, audiences later we're not gonna do that right now so people who live in this location so, usually you're gonna want to target people in countries. Of a high GDP right richer, countries, and the reason for that is because not. All leads, are created equal but in this example, okay, and the example, of post engagement what, you're gonna want to do in order to build social, proof, with your audiences, is that, maybe you target, the entire world okay but, later on when we start running advertisements. For conversions. And for, people that are buying stuff from us then, we're not gonna target the whole world we're gonna be really specific and that was an issue that I made, as well when I started running advertisement. Was that I wanted people to download, my ebook okay, but, more importantly, I wanted people to download my ebook who, had money, okay, because I wanted, to later on sell them stuff, but what I did with my first advertisements, was that I targeted, the whole world, okay, this, is earth right here earth I targeted. The whole world and that, was terrible, because what. Happened was that there, were people of countries with very low GDP, that, were downloading, my ebook and then Facebook said oh okay, people, from these countries really. Liked your ebook we're only going, to show it to them and so. All of, my leads and the entire, $1,000, that I spent, basically. Had like one. U.s.. Lead and like, two canadian. Leads right it. Was it was absolutely terrible and so, and so. We have to make sure that we choose the right locations, but as far as as far as an engagement post, it does not matter okay it doesn't matter because I just want social proof and I want people to like my post I want people to comment I really, don't care where they're from because that's not how I'm going to make the money right but once your Facebook, post has more likes and more comments and everything then people are gonna start paying more attention to it so down here you're also able to select the age so, how old do you want your. Audience to be and we're gonna learn as we go through this is that we're gonna be able to optimize our campaigns, so when you first start off you're probably not gonna have any idea what it is that you're gonna need to to. Set this at but. Like for example you're not gonna know whether you need to only target people from 30 to 45, years old but once we start a campaign and we spent our first two three four dollars we're gonna be able to learn who.
Are The people that are responding to this advertisement, and then come back and modify, art, our campaigns. Okay that is always the way to go now as far as language I'm always gonna select English right I'm not writing advertisements. In Spanish you would select it in your own language and then this is really. Where. The most important, part comes in which is in the targeting, of the based. On interest, right so, what. Do I want people what. Type of people do I want seeing this advertisement, okay so here this thing predefined. Some stuff I don't want that I don't even want this. Detailed. Targeting, so include people who match at least one of the following so when here I could put like online shopping let's just select a bunch of these I select, coffee. Let's. Select coffee. Houses. Okay. I can't spell coffee, houses coffee, maker. Right. So what this going to do let's say that I just went with this ad with this audience, here that I started my campaign with this audience what this is going to do is that Facebook is gonna go out there and it's, going to see people. That it's going to find people that like coffee makers I like coffee that like coffee houses that like online shopping and they, only have to like one of those and as long as they like one of those then, they're gonna advertise me, okay now, when, we're when we're setting this up for this example, of the best coffee shop, and this is really a mistake that a lot of beginners make is that for example, they're, gonna come here and they're gonna want to come they're, gonna want to target coffee, right there, and they're just going to target coffee and as you can see it's said they're 363. Million people like this is too many people your audiences, cannot be this big usually. I've had the greatest success with, audiences, um at, most, having, like 4 from 4 to 6 million people. Targeting, okay and even, less it's better the less you have the better because technically, that means that you're more targeted. Right and I'll show you what that means in a second so here we're targeting coffee. Okay, but what we're going to do it's something that's called flex targeting, and this is a bit more advanced but it's important that we start doing it from the beginning because it's gonna allow our advertisements. To be a lot more powerful so, here we're targeting people that like coffee but. I not only want people I not only want people to see my advertisements. That like coffee but, I also want to click right here on narrow audience, okay, and, I'm gonna I'm also gonna target people that like Starbucks, and, as. You can see only 49, million people only. Friggin, generally speaking because that's a really big number but, 49, million people like Starbucks, but what this is going to do right here is that, it's gonna target people that like coffee and like. Starbucks, okay so I did these 49, million people some. Of them are gonna also like coffee and it's gonna target them and you know what something else I'm gonna do I'm gonna narrow it down even more is that I'm probably gonna go out there I'm gonna find a brand, of coffee maker, okay, a coffee, maker brand, or a coffee, brand, let's, actually do that right now so let's go on Google, and let's let's look for the best coffee brands, and I'm gonna target people that like those coffee brands because, in facebook. You could, technically, speaking. Accidentally. Be interested, in coffee, as, per, their, algorithm, right so let's say that this one day you liked a Facebook, post of someone. Who who. Posted something about coffee right you liked it because you thought it was cool in the moment Facebook. Might think that you're interested in coffee but in reality you. Just like the Facebook post because you thought it was cool right but. If I target people that are interested in a coffee brand like, people, are not accidentally. Interested. In a coffee brand, you get what I mean how it's so specific, that uh that. If you like that then you'd literally like coffee right let's, say you're targeting people, in the fitness industry and you want to target people that are into bodybuilding you, could just come in here and you could type in bodybuilding right, which is super, general and you should never do that 135. Million people or you. Could type here you can come here and type in optimal, nutrition, C, now, you have 9 million people and optimal nutrition is, a very popular brand of supplements, so people who like optimum nutrition are more, than likely into, bodybuilding, like a lot more likely than someone, who's just interested, in bodybuilding and then you could do what we're doing here which is that you you click on narrow right.
Narrow Further, which, allows you to make, it so that people are interested in both and, let me write let me draw here a very, quick example so. You guys are able to more easily understand. This so right here we have people who are interested in coffee, right. Here we have people who are interested in coffee here. We have people who are interested in, Starbucks. Ok. Starbucks. And so, what we're doing by pressing, the. Exclude, option, or the the, include, what was it was it called. Narrow. Further right when we're pressing the narrow option, is that we're doing this we're grabbing this circle, of people who like coffee and then, we're grabbing this circle, of people who like Starbucks, and we're, joining them like this okay and this, is the audience, that we're targeting so so now we're, gonna target these, people here right who like coffee and who. Also like Starbucks, ok and so, we're gonna do it even further we're gonna do it a third level and I'm gonna go on Google right here and type in. Best. Coffee. Brands. Let's, see what we could find here. 13. Best coffee brands. And this. Is kind of the research that I personally do as well as I'm as I'm looking as I'm finding different audiences, and what you guys are gonna learn is that you're. Never gonna have an audience off the top of your head that's gonna be super effective what you have to do is you have to create different ad sets targeting. Different audiences, and then seeing how they perform, okay you're never gonna come into this and on your first try just hit it out of the park and find, the best audience that's gonna perform the best could you yeah, but the chances are very low so you're gonna have to do this research here like for example this, says da ma let's see if that's even something that I could choose here, and. See. So it's not there and actually in the middle of this campaign, creation here I'm gonna go I'm gonna go over something else which, is it's. Called the audience, insights, and that's how that's, another way that we could do research in order for us to find people that are interested in coffee and it's important, that we do research not only before, our camp curating, our campaign, but even during the campaign okay as I'm creating these campaigns, you're in real-time with you this, is literally what I would be doing so for example I'm going to go on Google and I'm gonna type in Facebook. Insights. Facebook, audience insights I'm pretty sure and. I'm. Gonna click here just look for something called audience, insights, okay google it it's gonna take you back to Facebook one way or another and, Facebook. Is down. All. Right so we're back here and how I found the Facebook, Insights and how I got it to work because it seemed to have been downwards and I just opened, up a new tab of this and I went up here to the top left and I hit audience, insights, okay so as we're creating our campaign, here in this different tab I'm.
Gonna Open up I'm gonna always have audience insights open on another tab and I'm gonna use it to find people of different interests so for example I'm gonna come back to audience insights and I'm, gonna type here in this interest, part, here I'm gonna type in Starbucks, and it's actually gonna give us a whole bunch of information about, people, who are interested, in the entry in in Starbucks right in the interest that is Starbucks, so, people that are interested in Starbucks, according to audience insights are 77%. Are women 23%, are, and these, are other things that they're interested in okay so they're interested, in children's, first career building, out and about. Relationship. Status education level. So it's there's really a whole bunch of infer their is a whole bunch of information here that we could use to create our, our. Audience, right what do we need our audience, to like because. People that like Starbucks, are also interested, in this specific thing and one of my favorite, places, to go to is the page like section, right here so, I'm gonna go to the page lights and I'm gonna take a look at the pages that people, that are interested in Starbucks, are liking, and I'm gonna specifically. Focus on the ones that are that, are relating. To, Starbucks. So, here we have Facebook, so obviously, like Facebook family got a Simpsons, so it seems like these are all things that are pretty random, let. Me see if I could if I could just, type in like, coffee maker. So. I'm also going to search for coffee maker let's see what comes up I'm gonna take off Starbucks, actually. Alright. So it seems like everyone who's interested in coffee likes, family, I but, that doesn't, help okay when you guys see something like that make sure you don't come here and like Target Family Guy that has nothing to do with it so what I'm actually gonna do is I'm gonna go back on Google and I'm gonna keep looking for some coffee brands, so. Top coffee. Brands. Dunkin. Donuts. No maybe. Dunkin, Donuts let's go back and try it so. I'm gonna look up and sometimes you guys are gonna come here and look for interests, that don't show up there's. Really nothing you could do about that like you can if you don't see an interest here that Facebook, doesn't give you an option for it then, you can't target it so Dunkin Donuts know I want to go more specific. Let's. Try Maxwell, House. Maxwell. House and and you guys also want to target or want to find like competitors. Here and see, what people are liking that have to do with the competitors so let's see what Maxwell, House is I'm gonna google. That okay. So Maxwell House is a brand of coffee manufactured. Great so, it's a coffee brand let's see what people here are doing so it's still woman so you guys can see here that a big, percentage, of the, people that like everything, to do with coffee or woman so maybe that tells me to come here and only, target people at a woman but since this is a brand new campaign. I'm just gonna leave it on everybody and then, once. It starts running I'm gonna be able to see if I want to switch it to just woman so let's see if we could find all, right let's try this one. Nescafe. I think. This is gonna be a good one all. Right so see 87%, a woman yeah we're probably definitely gonna do that but let's just leave it like this for now so I'm gonna go to page lights and see what these people are liking so let's see what tasty, is, Adam. Sandler Dada. Usually. What you'll be able to do as well and and, look this audience size is perfect 900, k21 minutes so let's come back to our ad sets and we're gonna do people, that like coffee people, that like Starbucks. And, people. That. Like this, brand right here okay, and and. So I think this is a pretty good audience to start with up here I'm gonna also I'm, gonna put on who. My audience is targeting cuz it's gonna be easier for me to see from the outside the, best coffee shop I got that we're gonna go in the entire world and we're gonna do it people that like these brands right here 18 to 65, targeting, all okay, we're, gonna go down and usually, the automatic, placements, I'll ream out leave it on automatic right, I'll leave it to post it absolutely, anywhere but, later on once we get into more advanced stuff we're gonna see how we're gonna be able to check, how a specific.
Advertisement, Is performing, and be able to edit and be like hey I only want to show this on Instagram. Or I only want to show this here or there right but for now we're gonna leave it on automatic placements. And we can start advertisements, for as little as five dollars okay and this this. Um what, you guys have to realize is that as you're creating these ads the. The, amount of money that you're going to spend is going to be at the ad set level and it's going to be daily. So how much money do you want to spend on a daily, basis, so I'm gonna leave this here are five bucks when I hit continue. We. Found one error where, are the people you want to reach at a location for your audience okay so it seems like we have to have a location here if we even, if we want the whole world so, let's. Just do North, America. Will. Do South, America, and. Make. Sure that you guys choose region, as opposed. To whatever I just did here so. North. America see how it says place here I'm looking for a North America region so it's just in South America and North America and. Maybe was just to Europe to. Europe. Region and. Asia. Will. Do Australia. Okay. Great so, see here we have 1.9. Million people and this is a perfect, audience size to start with and the reason for why, this is a perfect audience size is because it's not an audience that's too big and it's an audience that's micro-targeted. Which means that it's people that like coffee people that like Starbucks and they. Like this coffee brand okay so these people are more than likely gonna be interested, in my coffee shop and and. They're going to bring an engagement to this post remember, that yeah, maybe the end goal here is to get people to come to my coffee shop but. This is not what this advertisement, is for this, advertisement, is for engagement, okay I want people to engage, with this post so, that they could bring social proof, to, my post, right later, on we're gonna set up different advertisements, to, sell different.
Products, Or whatnot. So. Let's go down and we're gonna hit here continue, so we haven't selected at five bucks and now, the section that we're at right now if we, go back here to photo shop is the, advertisement. Section, okay so, now we're actually we already created we, we created the campaign, let's choose your different color just so that you guys are able to see this we. Created the campaign we, created an ad set now we have to choose the different ads, for. That ad set and then what we're gonna do later is that we're gonna duplicate. From, here from this point now so let me change the color one more time so, what we're gonna do after after we finish what we're about to do is that we're gonna come here we're gonna duplicate, this into. Another one except, we're gonna change who we're targeting and that's gonna be the easiest way for us to test all of this it'll make sense as we do it so let's go on so, here we're at are. We're. At the ad section, which is the final, piece, of our campaign, and after we do this after we confirm this our advertisement. Will go out to the world and everybody. Will see it so here we have different, options we could select a single image and it's, cool because we could select up to six images and Facebook. Is just gonna have those on rotation, and then later on we'll be able to kill the ones that don't work here, we have a single video, so we could pull one video or its slideshow, which is a looping, video with up to 10 images what I usually do about 99%. Of the time is that I just do an image sometimes, I'll also do, a video it just depends, but you guys are gonna have to test with the different ones and see what works best so. I'm just gonna find some sample, pictures here on Google, and, to. Use so let's try coffee. Shop. Okay. Cool, I'm, gonna take a screenshot of this. I'm. Gonna come back to my advertiser. I'm gonna upload that image. Let's. Wait for it to upload here and guys this is live like this is me creating a campaign here just as I would if I was doing it for myself, and, kind of giving you guys the entire walkthrough. Of how everything works out so, here we have the image we have the best coffee shop which is the name of our Facebook page we have a picture. There of the shop brand, 0 lies blah blah blah this. Is the best. Coffee. Shop. Ever. This. Is the best coffee shop ever so you have some text there I'm advertising your brand and as you can see this is a paper, engagement. And we're also optimizing. For people liking our page so. That means that Facebook, is going to tell us how we're gonna set up our ads so. It's gonna be like this we're only gonna be able to provide the text later, on when we create a campaign for conversion, for, conversions, then. We're going to want to specify, for example, a page for them to go to and so on but, now we just have an image so there we go we have we, have some text we have the image we have, everything. Ready to go I could add more images here I could also hit, free stock images and it's cool because they, don't let they'll give me access to a whole bunch of images that they have so look I get include like this one I can, include this one, the. Hell, there. Could. Include that one I could include this one I could hit done and look. I'm just I'm, gonna be able to use their, their, pictures there as well so it's super cool so, so I'm gonna hit confirm here and we're, off our first advertisement is off the ground and oh, look it turns out that you need to pay, no. You don't need to pay you actually, just need to add your, your. Credit card information so. That dirt so that they'll be able to obviously charge, you as your advertisement gets around so I'm gonna finish up adding, this up here real quick and then we're gonna go into how, we're gonna be able to analyze this campaign, so, that we're able to take things off to make it better to optimize, it so that we can get the best results for the lowest amount of money and then after that we're gonna go into creating a convergence, campaign.
All, Right so after we enter our credit card information then, our campaign, will be submitted, okay so right now we're running an engagement, campaign, so, as you guys could see here on these top three levels this is basically where you're going to live and this is where you're gonna be able to analyze. These campaigns, in order, for you to optimize, them okay and optimizing. Campaign. Simply, means um fixing. Up who you're, targeting like who your audience is fixing, up the advertisement, seeing which ones are working better so, that you only leave, things running if they're actually working and if they're actually making. A sense right as far as how much things are going to cost so, as far as the campaign you, could break things down here by, day by, week by delivery, by location you could have a whole bunch of different columns, but that's not what we want as far as the campaign, is concerned we, want to go to ad sets, and the reason why we're gonna want to go to ad sets is because, remember that we said that every, single ad set is going to target different people, so, if we separate, here this this, campaign, and see, who its, optimizing. For that, won't be as effective as if we do it in the ad set, section. So let's go to the ad sets right here and. In this example we only have one but, let's go ahead real quick and let's just duplicate, that so for example, what you will do after you create your first one so right here I just finished, creating my first advertisement I don't only I don't want to target one, I don't, want to have one ad set at a time because, I'm not sure if this is going to be effective, right so what I'm gonna do is I'm gonna have multiple ad, sets, running at the same time all of them targeting, different audiences. To see which one is going to work best so I'm gonna come here I'm gonna duplicate, this and. Hit duplicate, and it's, basically, going to create, another copy. Of it and another, copy of every, single ad but, what I'm going to do when I duplicate, it is that I'm going to edit the I'm. Gonna edit the audience, okay because I don't want to target to add sets with the same exact audience right that makes no sense at all so for this example let's, say that I'm gonna target people that, like. That, same brand here you would just figure out a different, way a different um a. Different. Audience that. That applies to the same niche right in this in this case coffee shops first, so let's say I'm gonna do people that like coffee, makers. Or. That. Also like coffee, beans. Or that. Like coffee. Coffee. Talk, okay I think coffee talk sounds, like a like, a talk show maybe, a podcast, or something but two hundred and two thousand people like it so that's good enough so. What this audience right now is doing is that people who need to be interested in one of these things and if they're interested in one of these and they're going to be targeted, and I'm gonna click Save and continue okay, and that's gonna be my new ad set that's it I'm not gonna touch the ads because, this is like a science, experiment, okay you only want to change one, thing at a time, because if you change multiple things then you don't know what was the cause of it performing, better so, what we do and what I always do in every single one of these advertisements, is that, and every single one of these campaigns, is that, I have my, first one the first ad set that I create when I first create the campaign is going, to have either two three four whatever, amount of different ads that I want and then I'm going to come to the ad set section, I'm gonna duplicate.
It And I'm, gonna leave the same exact ads I'm only gonna change the audience, okay and if one, of them starts outperforming. The other then, I know that that is the audience, that I need to start targeting okay, it's not because if you change the ads as well right, if you change this end the level right here then. You're not sure if the reason why those ads are performing better is because the ads are different or if it's because of the audience right so that's why you want to make sure you only change one, thing at a time and let me actually edit, the name here because. This is not, the, same as that, so. Coffee. Talk, + coffee, maker. +, coffee. Was. It coffee. Bean. Coffee. Beer okay so I usually name my ad set with the name of the audience so there it is there's my there's my audience so now I'm spending five bucks on this one five bucks on this one and then if we select them both we're gonna notice that there's gonna be six advertisements. And the reason why there's six advertisement, is because it's three for each for each of the XS right it multiplies, but, what we want to do as this, is running is that we want to monitor, it we want to monitor it because we want to be getting a page, likes in this example because that's what we chose our campaign for in the beginning for, the cheapest amount of money okay and how I'm going to do that is by using this breakdowns feature right, here so, I'm actually gonna select buy action, and then, I'm going to do like for example by. Conversion, device and this, is going to show me and right now right now it's not showing anything because I don't have any data but, it would show me what devices the, the conversions, are coming from I could also do it by delivery, and see, what age gender, country. Impression. Device and by breaking, it down by all these different, types I'm gonna be able to drill down into where, I need to be showing my advertisement, to who I need to be showing my advertisement, to depending. On what's working best so. Right now it's not letting me because there's not a lot of there's no data here there's no data as far as these likes but, what you guys need to do is focus on breaking it down by age so you're gonna come here by delivery, choose by age and you're, going to see from. What age to what age your advertisement. Is performing the best and then all you're gonna do is you're gonna click right here on this edit button and you're, gonna scroll down and you're gonna edit who, you're targeting because you only want to target the people that are coming in the cheapest you're also going to want to come here and separate, it by device okay what devices is this performing, the best on and then you're going to come you're gonna click Edit as always. You're gonna click Edit you're gonna come down and you're gonna click edit placements, okay you're gonna be able to select the devices, that it's performing, the best on and so that's kind of like a real quick overview of. Optimizing. Your campaigns, right and that is ultimately, something that's advanced. Because you want to be able to create these campaigns, quickly, you want to be able to target the right people and then you want to be able to optimize them so that you're you're able to, to. Get the most for, your money okay now the next type of campaign that we're gonna create is gonna be a convergence, campaign and in this convergence, campaign we're gonna target add, two cards and what that means is that let's, come here Photoshop kind of draw it out so we have a better idea so I have this coffee shop and this coffee shop not only is a local, shop but it also sells, things online and so, what I want to do is right, here I have my store, right I have my online, store, it's it's, called the coffee shop and then, it sells different things in there I sell different things in that store and so what I want to do is I want to pick certain items that I want to advertise so I'm gonna advertise in this case this one item right here and here I have Facebook and what I'm going to do in Facebook, is that I'm going to create a convergence. Campaign. And that convergence. Campaign, is gonna, be optimizing. Right. It's gonna be optimizing, for Add to. Cart and so, what that means is that I'm gonna take this campaign I'm gonna create it I'm going to create the advertisement, and this, campaign has an objective of people. Adding, this product, to their cart so what that means is that their people are gonna see my ad right I'm. Gonna create an advertisement, people are gonna see it they're, gonna go into the ad into, my website okay, into. My website and they're gonna add this, product, right here to, cart and every, time that happens, Facebook.
Is Going to count it okay now you guys might be wondering how is Facebook going to do that so how Facebook is going to do that is by, using the, pixel, okay they're gonna use the picture that we spoke about earlier to, know when people add stuff to their cart so, before, we get into creating this actual campaign, what I'm going to do is that I'm going to create a pixel, and then I'm gonna show you guys how to install this pixel and then we're gonna create this campaign, that is going to optimize, for, Add to Cart. Should. I recreate the picture we're gonna come back here to our ad imagine we click on the top left and then click on pixels, okay it's, gonna take us to this area where. Nothing. Is going to be there or it's going to lag awesome. Though, the Facebook manager does this sometimes where it literally does not want to work like it look it's it's literally not going there, okay. So after clicking, on this picture like three times it finally works so it's going to take you to a page that looks like this you're gonna click on create a pixel. Okay. So I'm gonna you're gonna call it whatever you want you're gonna click create, and. Then. That's it like your pixel is created, right and it's gonna start tracking all these different events and it's gonna give you this pixel, ID up here so the first thing that I want to the, first thing that I want how I want to integrate this pixel first and I'm going to show you guys is on, a Shopify, store so if you have a Shopify, store this, is how you will integrate. It into your website so, let's go here to one of my demo. Shopify. Stores I'm, gonna log in to the admin section. Go. Ahead and do is I'm gonna go to online store. I'm. Gonna go to preferences and. Then. Right here it says Facebook pixel okay and I'm gonna enter that pixel, code that I have right over here. So I have this pixel code here I'm gonna copy and paste it, right there just, a number okay I'm gonna press save and that's it so. That is it so, Shopify. Is gonna take care of the rest okay they're gonna handle everything from. Calculating. When people add to cart they're gonna handle, everything from people seeing your website, and all, of that information right so now every time someone hops into this website into this URL it's going to be tracked here and later on we're gonna be able to run advertisements, to, that so, um. So. That's how you set up the fix book pixel on a Shopify, store now I'm gonna show you on a WordPress, website okay. So I'm gonna come right here to one, of our WordPress websites, and. So. What we're gonna do once inside once we're inside of our WordPress site is that we're gonna download a plug-in called pixel, your site okay and after you do that you're just gonna go to the actual plug-in down here and there's, gonna be an area here see add your pixel, ID and that's it you're just gonna put the pixel ID there and and, the. Plug-in will automatically, manage, and handle everything that has to do with your store as far as creating, the, actual pageviews, and sending, the data back, to a, certain extent right the the add to cards you would have to connect that with WooCommerce, but. Then it would be able to do that so, after, we connected, our pixel then we're ready to create a convergence, campaign, so in order to create a convergence, campaign we're gonna come back to, I, don't want to go there we're gonna come back to our ads manager and. Then. We're gonna create a conversion. Actually. Let's go on to the same account. So. We're gonna come back into our ad manager we're gonna create a conversions, campaign, okay and here it's gonna ask you hey what do you want to optimize. For so we're gonna select the name first we're gonna hit continue and here. Select. The conversion, right here right so we already have our pixel selected, it's the pixel that we literally just made and up here we're gonna select whether we want to optimize for Add to Cart whether we want to optimize for initiate, checkout, for, add payment info for purchase for lead for, complete registration right so I personally run a lot of advertisements.
Ah To get people to register for webinars, right so I would optimize for complete registration but in this example we're optimizing, for Add to Cart and so again what that's going to do is that it's going to allow Facebook to go and grab more people that, have completed, the specific, action okay and it's also going to quantify, your, results, based on that so you're gonna be able to see I'm paying, three dollars per add to cart and paying $2 per add to cart I'm getting, this much, money in purchases. Right then and you're gonna be able to that way see, whether this campaign, makes sense so, that's kind of what I wanted to focus on as far as the conversions, is concerned. Everything, from that point forward is basically, the same in all Facebook, Ads you're gonna create your custom audience you're gonna so you're going to select your advert your audience, down here based on your interest, based on the whole thing then you're gonna select your daily budget you're gonna hit continue and you're gonna be able to create your ads and now what I want to focus on for. The next couple of minutes as we wrap this up is what's, really gonna allow us to drive value from all these different events and all the data that we're gathering and what, that is our custom, audiences, and the power that custom audiences have when, it comes to creating our campaigns, so, we just went over is how do we create an engagement campaign, how do we create a campaign in general, and how important, it is to create convergence, campaigns, and campaigns. That actually, have. A marketing, objective, of exactly. What we want to do okay and so what are we gonna we'll go now is we're, gonna go into our audiences. Section so if you guys hit up here on the top left there's. Gonna be somewhere, in here that says audiences, right there we're gonna click on it and we're.
Gonna Be able to use data from, our pixel, in order to create custom, audiences, so we create a custom audience we could create a look-alike audience, we. Could create a saved audience but in order to create a look-alike we already need an audience so the first thing that we're gonna do is we're gonna create a custom audience and if, maybe you have your customers, emails currently, right maybe you have an excel sheet or some sort of customer, file with, a whole bunch of emails you would be able to do that by clicking right here on customer, file and then, that's gonna be pretty cool because you're gonna be able to target your exact, customers, with Facebook Ads or you, could hit right here on website traffic which is the most popular and. What you're gonna do when you click on website traffic is that, you're gonna select who your audience, is going to be so, all website, visitors in the last 30 days you could go up to 180, days people, who visit a specific, wave web, pages or visitors, buy time spent so for example when you see an advertisement that. That, gets triggered when you go to a website so let's say you visit. Katy. Perry shoes.com. Because you really want to buy her shoes and then you get out you go on Facebook and you, see. Advertisements. That have to do with that same store what. That person did the person managing the advertisement, was that they created a custom audience of all, website, visitors, right and this adding the audience is update, by themselves, right so it's not like you create it and then it only gets it with the people up to that point like it's going to have all the website visitors in the past 30 days including, the ones that are coming in every, once in a while so, what happens there is that they're, targeting all day they have an audience of all the website visitors, and then, their campaign, is is. Towards. The these, people right this audience so I could do all website visitors or what I could do here is I could do people, who.
For. Example let's say that you have your coffee shop let's, come here to to milk club again I think this is a this, is a live. Store, yeah, so we have this this product, here that's a bike right so what I could do is I could copy this URL up, here and I. Could put I could put that there right so this is an audience for people who visited, this, bike and then I could do, include. More. So. So, hold on I'm gonna exclude right, so people who visited, this page and then people who, because. I could also do here events. Where they were. So. The event actually aren't going to show because I don't have any yet but I'm also going to be able to select, here. People. Who did not purchase it right so once your pixel starts getting more events you're gonna be able to select on this drop-down the. Purchase. Event. Okay so that means is that these people want, to go see this bike but, they didn't buy it okay and then you could to create that audience and you could be like interested. In like. Interested. In buy didn't. Buy, right. And then you could show, specific. Advertisements, to these people in which, you acknowledge, the fact that they're interested in it but that they didn't buy it maybe you offer them a discount or, something of this sort and then where you're going to be able to do let's create this audience here of people, who let's just create a basic one of all website visitors okay I'm gonna create this interested. In bike and as we do that it's gonna take a little while to populate, and so. What I want to do is that the more data that I have in here right the more people that are interested in this bike and that didn't buy or the more people that are that visited my website and. Where the real power comes in in facebook advertisement, is in creating look-alike. Audiences. And how you do that is that you first create a custom audience and then you come here you hit on this little checkmark you click on actions, create look-alike, okay and after you do that it's gonna bring up this screen right here and you're gonna select your locations, okay what locations, do you want to include these are this look-alike audience from and this, just means from clothes from more. Most closely, related to, farthest. Right so 10% different, or 1%, different, if you leave it at one percent then it's gonna find people that are as closely, related, to, your audience, okay so, let's say we have a thousand people that visited our website I'm gonna come here and I'm going to type in United. States okay what. This is going to do once I create this audience is that, it's gonna find 2.1. Million people right we saw the number there 2.1, 2.1. Million people, who. Are like the people that were interested in bike but didn't buy in the United States okay so I mean just saying that shows, how powerful that is because. What I'm able to do now is that I'm able to come back to the ads manager and. Then. I'm able to create an ad right I'm gonna create a campaign I'm gonna select let's. Actually, start over I'm gonna select the conversions, here I'm gonna click continue. And then I'm gonna select that I want to optimize for Add to Cart okay and then how you select, these custom audiences, is down here right you see right here where it says custom audience so in here I would be able to select the people that are interested in bikes but didn't buy or that look-alike. Audience, okay and look, at like audiences, is extremely, powerful because if you're able to combine a look-alike audience with interests, then, your campaigns are gonna do so much better or just simply, look-alike audiences, like eighty percent of my campaigns or just, look-alike audiences, like, for example I have a thousand, people that registered for a webinar I tell Facebook hey Facebook go and create a look-alike audience of a thousand people are just registered for my webinar and I'm gonna run advertisements, just, to those people and that's extremely effective, because Facebook, does a really good job of finding, people that are really similar, and so guys those are that's everything, from the basics, of Facebook advertising to setting up a brand new campaign, all the way, to, doing some really advanced strategies, that people are not doing at all today as far, as retargeting.
Okay That's what's called retargeting how does someone come to your website and then you somehow figure out a way to create, a campaign that. Is able to reach out to them again in order for you to get them back to your website to purchase again, to come back to your business and it all comes down to a couple of steps right obviously you have to create your profile. On business. On facebook.com you, need to create. Your Facebook, page you need a Facebook page because that's, what the advertisement, is going to be from you need to create the pixel and you need to connect it and it's it's important, that you maybe even do that first so, you could start capturing as much data as possible and, then. The most important parts after that is your, your, your, audience, right you need to target the right people if you have a coffee shop and you're putting that advertisement, in front of people who like dogs you're, probably not going to be effective right you need to put that in front of people who are interested in coffee who are interested, in things that have to do with what you're offering and then, to take it a step further and to go really advanced, what you do is that you create these custom audiences, based on people who visit your website okay so, you create a campaign of people who have visited your website people who have visited certain products in your website but have not purchased and then, to take it even a step further and to really master Facebook, advertisement, you do things such as create, look-alike audiences, okay you have a thousand people who bought a product, 100 people who bought a product you, create an audience that looks like those people and then you target, them and guys if anything in the video was confusing if you guys need any clarification, on anything asked in the comments I'm gonna answer to every single one to make sure that you guys are able to get this that you're able to apply this from absolute, zero I hope you guys enjoyed the content there's gonna be a lot more entrepreneurship videos how-to videos. Some. Car videos here and there because I'm obsessed with cars but make. Sure you guys subscribe to the channel hit or like hit a thumbs up hit. The notification, bell and post a comment below on what you liked most about this video and what type of businesses, you guys have and what you're going to start applying this, into so I'll see y