Complete Guide on How to Run Facebook Ads

so a Founder recently told me that her e-commerce business wasn't doing so well and then she told me that she's not running Facebook ads cuz they don't work and I was like girl that is your first problem right there to this day meta ads are still one of the most effective ways of promoting an e-commerce business but if you are a complete beginner and you don't really know what you're doing then this video is going to be for you because I'm going to give you everything that you need to know in this complete guide about how to run Facebook ads including the most recent updates from this year by the way guys what is up my name is Michelle I am your host and if you want to see more content like this every week then hit subscribe but yeah let's just hop into it and let's head over to the [Music] desk okay so what are Facebook ads okay you've definitely seen them before they're basically sponsored messages that show up between your friend stories like this or feed like this okay so for example this right here this is an Instagram feed ad it's almost like a little mini commercial that businesses pay for in order to get their ads in front of potential customers but guys like you do not have to be Lululemon or apple to run Facebook ads you can make ads at home with your smartphone and you can put as much or as little money as you want behind the ads but you know we'll get into that in a sec first let's get you set up with an account how to create a meta business manager meta business Suite is where you're going to go to access the necessary tools for managing your ads and you need to create an account so you're going to go to business. facebook.com and then you're going to select create an account how to create a meta ad account so next you're going to need to create a new advertising account so to do this you're going to select ads from the left menu bar and then follow the instructions making a metap pixel okay so on to creating our pixel so if you're not familiar with what a metap pixel is it's like a little spy messenger guide that works between your Facebook ads and your website so when someone makes a purchase or maybe they visit a specific page on your website it's that pixel that gathers all that information and brings it back to meta so when you log on to meta to look at your analytics to see okay hm how much revenue has this ad made me the reason that you're able to see this information is because the pixel is tracking [Music] it so you're going to want to create a tracking code within your meta business Suite account and add it to your website before running any ads this is very important because this is going to allow you to see whether your ads are successful if you're using Shopify it's really easy all you have to do is go into to your meta business Suite account copy your 16 digigit pixel ID just like this and then you're going to paste it into the meta pixel ID field under online store in your Shopify stores preference section and then yeah within a few hours after adding the pixel ID you should start to see your website activity under pixels here on your meta business Suite account all your stats like purchases add to cards and visitors are going to be recorded here okay guys understanding how Facebook ad structure works so when you're getting ready to to create an ad you're going to see that there are three tiers we have campaigns ad sets and ads and I want you guys to imagine these tiers like folders on your desktop ads are inside adsets and adsets are inside campaigns starting with the ad itself an ad is what the end consumer is going to see as they're scrolling on Facebook or Instagram it can be images it can be videos it can be text or it can be combination of these three things okay guys so look at my screen this is where you get to be the creative genius where you come up with your ad creative and your creative Masterpiece let's go up one level into adet this is the container that holds the ads and adset is a group of ads that share the same targeting settings so for example you could Target people that live in a specific location or maybe they're a certain age group or maybe they have specific likes or behaviors so you would do all the targeting here now if you're not 100% sure how to do that no worries we will cover that later on in the video okay and then one level up we have campaigns a campaign is a group of adsets that share a common goal for example you could create a campaign to increase website traffic or push sales for a specific product okay so we're at the campaign level here and as you can see this is where you set your objective or in other words the reason for running your campaign in the first place okay so now that you are an absolute expert with where everything lives let's hop into meta FK Facebook okay and let's build these campaigns out how to set up Facebook campaigns setting up your campaigns the right way is super important the smarter you set the up the more likely you will make your advertising dollars go further so for example if you set your campaigns up the right way we can avoid running into audience overlap or auction overlap issu so that we're not wasting any money so let's set this up click on create campaign if you're looking to get customers to buy a product directly from you you're going to choose sales but if you have the old campaign objective menu then you're going to want to hit conversions both will be doing the same thing if you're looking to generate leads low like if you're a service based business then you will hit leads and of course there are other objectives to choose from here too but you'll probably be choosing one of these too okay now look here this is new so see how it's saying choose a campaign setup you have the option to choose between a manual build or Advantage Plus shopping so going the manual build campaign route is just going to be the traditional way of creating a Facebook ad campaign and in this setting you have to manually select all the settings which can be a little timec consuming but on the flip side it does give you more control the Advantage Plus shopping campaign is a new type of campaign that uses machine learning to automatically optimize your settings the point of this is that this type of campaign is more streamlined and it's going to be more easy to use than a manual build campaign Advantage Plus shopping campaigns are designed to be just as effective as a manual build but they might not be as suitable for all businesses because you may not be ready to give up control and honestly I mean I'm working on that in therapy right now right guys so your business needs to have enough data to train the machine learning algorithm so if you're just starting out and you don't have that data this may not be the best option for you okay so you're going to give your campaign a name you want to make sure that the name you convention is going to be as easily understandable as possible especially upon first glance this is going to be especially important when you have many many campaigns all at the same time and you want to use the campaign objective in your name like conversion new product launch and also you might want to include what level of the funnel the audience is in like tofu which means top a funnel and bofu which means bottom of funnel so yeah ideally you want would want to make two campaigns one for cold audiences and one for retargeting just like this and a tip to keep in mind is that it's also common to have one campaign per product range so let's say you sell keyboards you wouldn't want to have one type of keyboard in one campaign and another keyboard in another because you would just be wasting your advertising dollars selling to that same person who's looking for a keyboard in different campaigns and plus it creates ad fatigue so instead what you would want to do is you'd want to include an entire range in one campaign so all the keyboards would go in one campaign and all the mice let's say you sell mice as well in another because that same person that would be willing to buy a keyboard from you might also be looking for a mouse which means you're not going to have any overlap issues so I know that was a lot but bottom line is to recap each campaign has one product range not one product so we'll skip over special ad categories we have an auction buying type sales as our campaign objective which we already sent the beginning remember and then you can decide whether you want an AB test so in my experience I have seen media buyers actually go in and just duplicate a campaign out or an asset out to AB test rather than using this little toggle but everyone's going to have their own method so you can choose to AB test at the campaign level or at the adset level so don't worry about adsets right now we'll get into that after we finish with these campaigns but whether you should AB test at the campaign level or at the adset level is going to depend so at the campaign level AB testing is a good option if you have limited budget or if you want to test a few broad variables like campaign objective or targeting for example the thing is is that campaign level AB testing can be a lot less precise than adset level AB testing because you're not going to be able to control as many variables adset level a testing is a good option if you have a larger budget or if you want to test more specific variables but it's going to be more complex and it's going to be more timec consuming in my professional experience I just have seen more ad and AD set level testing but guys that's just me I'm not the end all Beall you're going to hear a lot of different people and different experts revealing a lot of different methods online so this is just my you know pinpointed View and then you have the option of using Advantage campaign budget choosing how much you want to spend depends number one how much budget you have you only want to spend how much you can actually afford and number two your product cost generally speaking higher cost items tend to require a higher ad spend as well your ad objective guys that that's going to make a difference in terms of how much you're spending sales oriented objectives like purchases they're going to cost more than objectives that are aimed at increasing awareness like clicks and engagements they do make you pay to playay and lastly guys how much you want to spend will also depend on your average customer acquisition cost if you already know your cost to acquire a customer because maybe you have already tested paid ads somewhere else you're going to want to put that number here customer acquisition cost or CAC as they like to call it in the streets listen guys I giving you the goods on the IND acronyms yes it's called CAC and it's important to know because you can use that information to estimate how much you can afford to spend on Facebook ads without exceeding your budget how to set up a Facebook adset okay make an adset and then duplicate your adsets into the campaign just like this we want to be able to test several at a time so that we can see what's working and what's not working with these adsets you can test various factors like lookalike audiences or interest targeting or demographic based audiences and what are we going to call this well common practice this is to name this by what type of audience you're going to be targeting and look at here guys this is new so right here you can set your performance school love that and if we scroll down here to audience we can start getting a little bit more creative so if you see here on my screen this is where you can create audiences if you want to advertise to a cold audience this is called prospecting prospecting is a way to reach new customers through Facebook advertising by targeting people who have not yet interacted with your business online Facebook provides two helpful tools for businesses to find potential customers we have lookalike audiences and saved audiences lookalike audiences are created using your existing customer data to find people who are similar to your current customers and saved audiences allow you to Target prospects using interests behaviors and demographic data so that's prospecting but then we also have retargeting so what's retargeting retargeting is a powerful way to advertise to people people who have already interacted with your business like maybe they have visited your website or maybe they've added some items to their cart or maybe they follow you on Instagram so you can retarget by creating custom audiences and these custom audiences can be based on your customer list website traffic or your catalog moving along here into the placements area Okay so Facebook recommends using Advantage Plus placements for most businesses they believe that Advantage Plus placements can help businesses reach a wider audience and get better results I personally always like to test new features out for myself and also I like to see what experts are you know currently recommending because Facebook may have their own goals to reach you know they have they're a company right so they you know it's always good to kind of proceed with caution and you know test it out for yourself but I would say currently experts in the field generally agree with Facebook's recommendations Advantage Plus placements can be a good option for some businesses ultimately the best way to decide which type of placement to use is to experiment and to see what works best for your business you can start with Advantage Plus placements and then switch to manual placements if you're not happy with the results okay so we're moving into the actual ad part this is the actual ad that your audience will see so I understand that it can feel really overwhelming to know what kind of ads to make because there's literally just Endless Possibilities it's almost like being a painter and having a blank canvas in front of you and just not knowing where to start so this method that we're going to do right here is going to really help you so if we look at the traditional marketing fun we have awareness at the top this is when a customer becomes aware that you even exist after that comes consideration this is when a consumer is thinking about purchasing from you but there maybe they're just not sure yet and then the final stage is called conversion and this is where a customer finally makes that purchase decision with you but we're going to flip this upside down we're getting a little wacky it's whack a doodle time okay so let's take this traditional marketing funnel and make it applicable to Facebook advertising so the conversion is making the online purchase right up here but what do they have to do before that well they have to check out in the consideration phase and what do they have to do before that they need to add to cart and then before that they need to view your product page before that they need to visit your website first and before that they click on your ad before that they view your ad and before that you need to get them stuff scroll so now it becomes a lot easier to decide what kind of ads you're going to make for every stage of the funnel that your audience is in but there is a cash this here is what you want your target audience to do but I can guarantee you that your audience absolutely does not want to do this imagine that your audience is a group of three-year-old kids they're going to have objections at every step of the way you want them to stop scrolling right and they're going to be like crossing their arms they're going to be like no right they're three-year-old kids so we have to make an ad to meet those objections so to get them to stop scrolling we'd make an ad that has a really strong hook and that'll get them to stop and watch for a set and then we need to get them to click right so let's think of all the reasons and objections as to why these three-year-old kids would not want to click so an objection might be I'm not interested I don't care about what you have to say okay so it's our job to overcome that objection maybe we show off our product's most Innovative features in our ad so over here is where it gets really interesting why would someone to add to cart and then never make the purchase well maybe it's a price objection or maybe they saw the shipping cost and they were like nah so it's our job to show anyone who is added to cart an ad that overcomes this objection so we're going to make an ad that has maybe an offer of free shipping for 24 hours and leave add that right here okay so you're going to want to do this and then you could really start to getting to the minds of your customers now you could really make ads that get into the mind of your target audience okay okay so getting the creative part right with Facebook ads is more important than ever So currently with Facebook ads businesses can no longer rely as heavily on targeting the way that it once was so the key to making successful Facebook ads is making ads that you know the creative part that really hits I personally find that the analytics on Facebook doesn't really tell the whole story like I don't know I don't love it so I have really enjoyed using motion motion helps you take a look at your ads from a creative perspective and understand what are the common attributes that are working what are the things that are not working so you can get reports like which are my most thumb stopping ads which are those ads that are hooking people in and from there you can be like oh okay so any AD that opens with a question for example is keeping people watching longer and that's an actionable Insight right so maybe you start making more ads with questions and then maybe you find that ads without captions aren't really working so you cut All Those ads so I want to show you some examples of ads that actually work so that you can take these learnings and apply them to your own businesses so this is an organic piece of content but this absolutely went viral on Tik Tok What the do DJs actually do because I don't think they're remixing the song on the spot I think they make it ahead of time so what dials are they pressing what the buttons doing is it a volume dial is it even connected to anything however if this was used as an ad for DJ gear this would absolutely smash from an engagement perspective the emotion and the humor is so thumb stopping and it would make a perfect top of funnel piece of content and guys I don't usually convert off of Facebook ads but this ad actually got me all right if you're one of my autistic or misophonic or otherwise sound sensitive you need to stay these these calmer earplugs they funnel sound into like a more organized like there's still air going in your ear but it makes the sound like less ah and so week two of wearing them at work I like went home at night after an 8 hour shift taking an hour and a half of public transit both ways I wrote an entire chapter for my book like my brain works my brain works because I have these things now I all right the reason this ad is so effective is because it shows a very clear problem and solution and this one right here uses storytelling ugc so look at this it has millions of views and you can do the exact same thing you know you can use that storytelling aspect for your brain brand too so yeah guys those are just some examples but hot little tip check out Facebook ads Library if you want to see the live ads literally of Any Given Advertiser at any given moment okay so once you have the creative that you're going to run maybe you've already filmed it you're going to go back into Facebook and you're going to set it up like this first give your ad a name if you're running a partnership ad you're going to want to flick this on partnership ads allow you to run ads from the voice of your partners like an influencer for example so these types of ads can can result in better performance than just regular ads because they optimize for both Partners audiences but if you're just running an ad from your own account then no worries you can leave this off then you are going to choose an ad setup okay so your options are create ad which lets you create a new ad from scratch and then you can also use existing post from your Facebook or Instagram and you can also use creative Hub mockup so mockups are basically like predesigned templates that you can customize with your own texts and images and videos but I think for most of you guys probably going to be starting from scratch or from an existing post that has already proven to have high engagement so we're going to hit create post just like this and then we will make sure that our conversions are properly being tracked with our pixel accurately installed so make sure and then you can also choose to add parameters to track where your visitors are coming from okay guys are you feeling good about how you're going to be making your actual ads I hope you're feeling confident now what's going to happen is you're going to be running these ads guys and you're going to notice that some ads are working and some ads are not working so let me show you what to do when that time does come how to analyze optimize and scale your Facebook ads to track how your ads are performing you should customize your dashboard to show the metrics that are important so here are some to get you started CPC or cost per click is the average amount you're going to pay each time someone clicks on your ad you'll want to flick this on in your columns click through rate you'll also hear it referred to as CTR is going to measure the percentage of people who saw your ad and how many of those people clicked CPM is the average cost based on 1,000 Impressions it determines the cost effectiveness of your ads so you're definitely going to want to include this one as well return on ad spend or row as guys this is going to measure the revenue earned for each dollar you spend on Advertising so this is really important and you're definitely going to want to include in your columns monitoring these will help you make a decision to cut ads if they're not working or put more money into ads if they are working working so what does not working mean not working means that the cost to run your ads are too expensive or in other words your CPM is too high not working means that your return on ad spend is too low or in other words your ads are not profitable it means that the clickr rate is too low or in other words people are not resonating with your ads so if your ad doesn't work what should you be doing so the first step is you're going to try to understand why it's not working and make any changes to influence the kpi that you're targeting for so let's say this is my ad right here and let's say that I'm not getting any sales and it's just too expensive to run this ad the first thing that I'm going to do is I'm going to ask myself why secondly I'll develop a hypothesis maybe I'll say it needs some humans in it that's what I'm going to go with so I'll go in I'll refilm my ad I'll add some humans I'll upload it to Facebook and then I will closely monitor the CPM to see if the changes that I made had an effect you can choose to cut ads that are constantly underperforming but ad creative is not the only lever that you can pull when your ads aren't working you can play with your targeting you can play with your budget but just remember to isolate the changes so that when you do make those changes you know exactly what was the cause knowing the cause helps you make smarter decisions for the future how to scale your Facebook ads so guys that is what you do when an ad is not working but what should you be doing when an ad is working okay I'm so excited for the day that you open up your analytics and you're like oh my God my ads are actually working so now let's get prepared to know how to handle the success once you're hitting your targets and you're remaining profitable you'll want to scale your ads and at this phase you're going to be focused on adjusting budgets and updating creatives to avoid audience fatigue you're going to want to commit to refreshing your creatives often reason is because your audience will get tired after seeing the same ad over and over so you're going to notice that your results are going to start to worsen and so you're going to want to avoid that and to do that you're going to want to drop in New creatives often but of course that can take a lot of time and that can take a lot of energy so be aware that that's going to be required of you you're going to want to scale your ads for days weeks sometimes even months so if you want to be super prepared come up with a bunch of content beforehand it'll definitely be timeconsuming guys for sure but it'll be worth it because you're going to be making money and guys make sure that you scale your ad budget slowly don't try to scale your ad budget too quickly so you're going to want to increase your budget by 20% every few days if you're finding this video helpful so far please give a big thumbs up to this video it's definitely a small thing that you can do for me in this Channel and it helps out in a really really big way so yeah and also guys if you are an entrepreneur and you are looking to grow an online business then you have definitely definitely come to the right channel this channel right here is called learn with Shopify it's an official Shopify Channel where we teach you how to grow an online business so if that sounds good to you then hit subscribe congratulations you're now ready to start running your Facebook ads if you think you might need to come back to this video to help you remember what to do just bookmark it right now now right now put in your bookmarks tab thank you guys so much for watching this video again congratulations on running your first Facebook ads I'm curious to know what kind of businesses you have what are you going to be selling drop it down in the comment section down below thank you for watching and make sure to hit subscribe so that we can hang out every week and I will see you next week [Music] peace

so a Founder recently told me that her e-commerce business wasn&#39;t doing so well and then she told me that she&#39;s not running Facebook ads cuz they don&#39;t work and I was like girl that is your first problem right there to this day meta ads are still one of the most effective ways of promoting an e-commerce business but if you are a complete beginner and you don&#39;t really know what you&#39;re doing then this video is going to be for you because I&#39;m going to give you everything that you need to know in this complete guide about how to run Facebook ads including the most recent updates from this year by the way guys what is up my name is Michelle I am your host and if you want to see more content like this every week then hit subscribe but yeah let&#39;s just hop into it and let&#39;s head over to the [Music] desk okay so what are Facebook ads okay you&#39;ve definitely seen them before they&#39;re basically sponsored messages that show up between your friend stories like this or feed like this okay so for example this right here this is an Instagram feed ad it&#39;s almost like a little mini commercial that businesses pay for in order to get their ads in front of potential customers but guys like you do not have to be Lululemon or apple to run Facebook ads you can make ads at home with your smartphone and you can put as much or as little money as you want behind the ads but you know we&#39;ll get into that in a sec first let&#39;s get you set up with an account how to create a meta business manager meta business Suite is where you&#39;re going to go to access the necessary tools for managing your ads and you need to create an account so you&#39;re going to go to business. facebook.com and then you&#39;re going to select create an account how to create a meta ad account so next you&#39;re going to need to create a new advertising account so to do this you&#39;re going to select ads from the left menu bar and then follow the instructions making a metap pixel okay so on to creating our pixel so if you&#39;re not familiar with what a metap pixel is it&#39;s like a little spy messenger guide that works between your Facebook ads and your website so when someone makes a purchase or maybe they visit a specific page on your website it&#39;s that pixel that gathers all that information and brings it back to meta so when you log on to meta to look at your analytics to see okay hm how much revenue has this ad made me the reason that you&#39;re able to see this information is because the pixel is tracking [Music] it so you&#39;re going to want to create a tracking code within your meta business Suite account and add it to your website before running any ads this is very important because this is going to allow you to see whether your ads are successful if you&#39;re using Shopify it&#39;s really easy all you have to do is go into to your meta business Suite account copy your 16 digigit pixel ID just like this and then you&#39;re going to paste it into the meta pixel ID field under online store in your Shopify stores preference section and then yeah within a few hours after adding the pixel ID you should start to see your website activity under pixels here on your meta business Suite account all your stats like purchases add to cards and visitors are going to be recorded here okay guys understanding how Facebook ad structure works so when you&#39;re getting ready to to create an ad you&#39;re going to see that there are three tiers we have campaigns ad sets and ads and I want you guys to imagine these tiers like folders on your desktop ads are inside adsets and adsets are inside campaigns starting with the ad itself an ad is what the end consumer is going to see as they&#39;re scrolling on Facebook or Instagram it can be images it can be videos it can be text or it can be combination of these three things okay guys so look at my screen this is where you get to be the creative genius where you come up with your ad creative and your creative Masterpiece let&#39;s go up one level into adet this is the container that holds the ads and adset is a group of ads that share the same targeting settings so for example you could Target people that live in a specific location or maybe they&#39;re a certain age group or maybe they have specific likes or behaviors so you would do all the targeting here now if you&#39;re not 100% sure how to do that no worries we will cover that later on in the video okay and then one level up we have campaigns a campaign is a group of adsets that share a common goal for example you could create a campaign to increase website traffic or push sales for a specific product okay so we&#39;re at the campaign level here and as you can see this is where you set your objective or in other words the reason for running your campaign in the first place okay so now that you are an absolute expert with where everything lives let&#39;s hop into meta FK Facebook okay and let&#39;s build these campaigns out how to set up Facebook campaigns setting up your campaigns the right way is super important the smarter you set the up the more likely you will make your advertising dollars go further so for example if you set your campaigns up the right way we can avoid running into audience overlap or auction overlap issu so that we&#39;re not wasting any money so let&#39;s set this up click on create campaign if you&#39;re looking to get customers to buy a product directly from you you&#39;re going to choose sales but if you have the old campaign objective menu then you&#39;re going to want to hit conversions both will be doing the same thing if you&#39;re looking to generate leads low like if you&#39;re a service based business then you will hit leads and of course there are other objectives to choose from here too but you&#39;ll probably be choosing one of these too okay now look here this is new so see how it&#39;s saying choose a campaign setup you have the option to choose between a manual build or Advantage Plus shopping so going the manual build campaign route is just going to be the traditional way of creating a Facebook ad campaign and in this setting you have to manually select all the settings which can be a little timec consuming but on the flip side it does give you more control the Advantage Plus shopping campaign is a new type of campaign that uses machine learning to automatically optimize your settings the point of this is that this type of campaign is more streamlined and it&#39;s going to be more easy to use than a manual build campaign Advantage Plus shopping campaigns are designed to be just as effective as a manual build but they might not be as suitable for all businesses because you may not be ready to give up control and honestly I mean I&#39;m working on that in therapy right now right guys so your business needs to have enough data to train the machine learning algorithm so if you&#39;re just starting out and you don&#39;t have that data this may not be the best option for you okay so you&#39;re going to give your campaign a name you want to make sure that the name you convention is going to be as easily understandable as possible especially upon first glance this is going to be especially important when you have many many campaigns all at the same time and you want to use the campaign objective in your name like conversion new product launch and also you might want to include what level of the funnel the audience is in like tofu which means top a funnel and bofu which means bottom of funnel so yeah ideally you want would want to make two campaigns one for cold audiences and one for retargeting just like this and a tip to keep in mind is that it&#39;s also common to have one campaign per product range so let&#39;s say you sell keyboards you wouldn&#39;t want to have one type of keyboard in one campaign and another keyboard in another because you would just be wasting your advertising dollars selling to that same person who&#39;s looking for a keyboard in different campaigns and plus it creates ad fatigue so instead what you would want to do is you&#39;d want to include an entire range in one campaign so all the keyboards would go in one campaign and all the mice let&#39;s say you sell mice as well in another because that same person that would be willing to buy a keyboard from you might also be looking for a mouse which means you&#39;re not going to have any overlap issues so I know that was a lot but bottom line is to recap each campaign has one product range not one product so we&#39;ll skip over special ad categories we have an auction buying type sales as our campaign objective which we already sent the beginning remember and then you can decide whether you want an AB test so in my experience I have seen media buyers actually go in and just duplicate a campaign out or an asset out to AB test rather than using this little toggle but everyone&#39;s going to have their own method so you can choose to AB test at the campaign level or at the adset level so don&#39;t worry about adsets right now we&#39;ll get into that after we finish with these campaigns but whether you should AB test at the campaign level or at the adset level is going to depend so at the campaign level AB testing is a good option if you have limited budget or if you want to test a few broad variables like campaign objective or targeting for example the thing is is that campaign level AB testing can be a lot less precise than adset level AB testing because you&#39;re not going to be able to control as many variables adset level a testing is a good option if you have a larger budget or if you want to test more specific variables but it&#39;s going to be more complex and it&#39;s going to be more timec consuming in my professional experience I just have seen more ad and AD set level testing but guys that&#39;s just me I&#39;m not the end all Beall you&#39;re going to hear a lot of different people and different experts revealing a lot of different methods online so this is just my you know pinpointed View and then you have the option of using Advantage campaign budget choosing how much you want to spend depends number one how much budget you have you only want to spend how much you can actually afford and number two your product cost generally speaking higher cost items tend to require a higher ad spend as well your ad objective guys that that&#39;s going to make a difference in terms of how much you&#39;re spending sales oriented objectives like purchases they&#39;re going to cost more than objectives that are aimed at increasing awareness like clicks and engagements they do make you pay to playay and lastly guys how much you want to spend will also depend on your average customer acquisition cost if you already know your cost to acquire a customer because maybe you have already tested paid ads somewhere else you&#39;re going to want to put that number here customer acquisition cost or CAC as they like to call it in the streets listen guys I giving you the goods on the IND acronyms yes it&#39;s called CAC and it&#39;s important to know because you can use that information to estimate how much you can afford to spend on Facebook ads without exceeding your budget how to set up a Facebook adset okay make an adset and then duplicate your adsets into the campaign just like this we want to be able to test several at a time so that we can see what&#39;s working and what&#39;s not working with these adsets you can test various factors like lookalike audiences or interest targeting or demographic based audiences and what are we going to call this well common practice this is to name this by what type of audience you&#39;re going to be targeting and look at here guys this is new so right here you can set your performance school love that and if we scroll down here to audience we can start getting a little bit more creative so if you see here on my screen this is where you can create audiences if you want to advertise to a cold audience this is called prospecting prospecting is a way to reach new customers through Facebook advertising by targeting people who have not yet interacted with your business online Facebook provides two helpful tools for businesses to find potential customers we have lookalike audiences and saved audiences lookalike audiences are created using your existing customer data to find people who are similar to your current customers and saved audiences allow you to Target prospects using interests behaviors and demographic data so that&#39;s prospecting but then we also have retargeting so what&#39;s retargeting retargeting is a powerful way to advertise to people people who have already interacted with your business like maybe they have visited your website or maybe they&#39;ve added some items to their cart or maybe they follow you on Instagram so you can retarget by creating custom audiences and these custom audiences can be based on your customer list website traffic or your catalog moving along here into the placements area Okay so Facebook recommends using Advantage Plus placements for most businesses they believe that Advantage Plus placements can help businesses reach a wider audience and get better results I personally always like to test new features out for myself and also I like to see what experts are you know currently recommending because Facebook may have their own goals to reach you know they have they&#39;re a company right so they you know it&#39;s always good to kind of proceed with caution and you know test it out for yourself but I would say currently experts in the field generally agree with Facebook&#39;s recommendations Advantage Plus placements can be a good option for some businesses ultimately the best way to decide which type of placement to use is to experiment and to see what works best for your business you can start with Advantage Plus placements and then switch to manual placements if you&#39;re not happy with the results okay so we&#39;re moving into the actual ad part this is the actual ad that your audience will see so I understand that it can feel really overwhelming to know what kind of ads to make because there&#39;s literally just Endless Possibilities it&#39;s almost like being a painter and having a blank canvas in front of you and just not knowing where to start so this method that we&#39;re going to do right here is going to really help you so if we look at the traditional marketing fun we have awareness at the top this is when a customer becomes aware that you even exist after that comes consideration this is when a consumer is thinking about purchasing from you but there maybe they&#39;re just not sure yet and then the final stage is called conversion and this is where a customer finally makes that purchase decision with you but we&#39;re going to flip this upside down we&#39;re getting a little wacky it&#39;s whack a doodle time okay so let&#39;s take this traditional marketing funnel and make it applicable to Facebook advertising so the conversion is making the online purchase right up here but what do they have to do before that well they have to check out in the consideration phase and what do they have to do before that they need to add to cart and then before that they need to view your product page before that they need to visit your website first and before that they click on your ad before that they view your ad and before that you need to get them stuff scroll so now it becomes a lot easier to decide what kind of ads you&#39;re going to make for every stage of the funnel that your audience is in but there is a cash this here is what you want your target audience to do but I can guarantee you that your audience absolutely does not want to do this imagine that your audience is a group of three-year-old kids they&#39;re going to have objections at every step of the way you want them to stop scrolling right and they&#39;re going to be like crossing their arms they&#39;re going to be like no right they&#39;re three-year-old kids so we have to make an ad to meet those objections so to get them to stop scrolling we&#39;d make an ad that has a really strong hook and that&#39;ll get them to stop and watch for a set and then we need to get them to click right so let&#39;s think of all the reasons and objections as to why these three-year-old kids would not want to click so an objection might be I&#39;m not interested I don&#39;t care about what you have to say okay so it&#39;s our job to overcome that objection maybe we show off our product&#39;s most Innovative features in our ad so over here is where it gets really interesting why would someone to add to cart and then never make the purchase well maybe it&#39;s a price objection or maybe they saw the shipping cost and they were like nah so it&#39;s our job to show anyone who is added to cart an ad that overcomes this objection so we&#39;re going to make an ad that has maybe an offer of free shipping for 24 hours and leave add that right here okay so you&#39;re going to want to do this and then you could really start to getting to the minds of your customers now you could really make ads that get into the mind of your target audience okay okay so getting the creative part right with Facebook ads is more important than ever So currently with Facebook ads businesses can no longer rely as heavily on targeting the way that it once was so the key to making successful Facebook ads is making ads that you know the creative part that really hits I personally find that the analytics on Facebook doesn&#39;t really tell the whole story like I don&#39;t know I don&#39;t love it so I have really enjoyed using motion motion helps you take a look at your ads from a creative perspective and understand what are the common attributes that are working what are the things that are not working so you can get reports like which are my most thumb stopping ads which are those ads that are hooking people in and from there you can be like oh okay so any AD that opens with a question for example is keeping people watching longer and that&#39;s an actionable Insight right so maybe you start making more ads with questions and then maybe you find that ads without captions aren&#39;t really working so you cut All Those ads so I want to show you some examples of ads that actually work so that you can take these learnings and apply them to your own businesses so this is an organic piece of content but this absolutely went viral on Tik Tok What the do DJs actually do because I don&#39;t think they&#39;re remixing the song on the spot I think they make it ahead of time so what dials are they pressing what the buttons doing is it a volume dial is it even connected to anything however if this was used as an ad for DJ gear this would absolutely smash from an engagement perspective the emotion and the humor is so thumb stopping and it would make a perfect top of funnel piece of content and guys I don&#39;t usually convert off of Facebook ads but this ad actually got me all right if you&#39;re one of my autistic or misophonic or otherwise sound sensitive you need to stay these these calmer earplugs they funnel sound into like a more organized like there&#39;s still air going in your ear but it makes the sound like less ah and so week two of wearing them at work I like went home at night after an 8 hour shift taking an hour and a half of public transit both ways I wrote an entire chapter for my book like my brain works my brain works because I have these things now I all right the reason this ad is so effective is because it shows a very clear problem and solution and this one right here uses storytelling ugc so look at this it has millions of views and you can do the exact same thing you know you can use that storytelling aspect for your brain brand too so yeah guys those are just some examples but hot little tip check out Facebook ads Library if you want to see the live ads literally of Any Given Advertiser at any given moment okay so once you have the creative that you&#39;re going to run maybe you&#39;ve already filmed it you&#39;re going to go back into Facebook and you&#39;re going to set it up like this first give your ad a name if you&#39;re running a partnership ad you&#39;re going to want to flick this on partnership ads allow you to run ads from the voice of your partners like an influencer for example so these types of ads can can result in better performance than just regular ads because they optimize for both Partners audiences but if you&#39;re just running an ad from your own account then no worries you can leave this off then you are going to choose an ad setup okay so your options are create ad which lets you create a new ad from scratch and then you can also use existing post from your Facebook or Instagram and you can also use creative Hub mockup so mockups are basically like predesigned templates that you can customize with your own texts and images and videos but I think for most of you guys probably going to be starting from scratch or from an existing post that has already proven to have high engagement so we&#39;re going to hit create post just like this and then we will make sure that our conversions are properly being tracked with our pixel accurately installed so make sure and then you can also choose to add parameters to track where your visitors are coming from okay guys are you feeling good about how you&#39;re going to be making your actual ads I hope you&#39;re feeling confident now what&#39;s going to happen is you&#39;re going to be running these ads guys and you&#39;re going to notice that some ads are working and some ads are not working so let me show you what to do when that time does come how to analyze optimize and scale your Facebook ads to track how your ads are performing you should customize your dashboard to show the metrics that are important so here are some to get you started CPC or cost per click is the average amount you&#39;re going to pay each time someone clicks on your ad you&#39;ll want to flick this on in your columns click through rate you&#39;ll also hear it referred to as CTR is going to measure the percentage of people who saw your ad and how many of those people clicked CPM is the average cost based on 1,000 Impressions it determines the cost effectiveness of your ads so you&#39;re definitely going to want to include this one as well return on ad spend or row as guys this is going to measure the revenue earned for each dollar you spend on Advertising so this is really important and you&#39;re definitely going to want to include in your columns monitoring these will help you make a decision to cut ads if they&#39;re not working or put more money into ads if they are working working so what does not working mean not working means that the cost to run your ads are too expensive or in other words your CPM is too high not working means that your return on ad spend is too low or in other words your ads are not profitable it means that the clickr rate is too low or in other words people are not resonating with your ads so if your ad doesn&#39;t work what should you be doing so the first step is you&#39;re going to try to understand why it&#39;s not working and make any changes to influence the kpi that you&#39;re targeting for so let&#39;s say this is my ad right here and let&#39;s say that I&#39;m not getting any sales and it&#39;s just too expensive to run this ad the first thing that I&#39;m going to do is I&#39;m going to ask myself why secondly I&#39;ll develop a hypothesis maybe I&#39;ll say it needs some humans in it that&#39;s what I&#39;m going to go with so I&#39;ll go in I&#39;ll refilm my ad I&#39;ll add some humans I&#39;ll upload it to Facebook and then I will closely monitor the CPM to see if the changes that I made had an effect you can choose to cut ads that are constantly underperforming but ad creative is not the only lever that you can pull when your ads aren&#39;t working you can play with your targeting you can play with your budget but just remember to isolate the changes so that when you do make those changes you know exactly what was the cause knowing the cause helps you make smarter decisions for the future how to scale your Facebook ads so guys that is what you do when an ad is not working but what should you be doing when an ad is working okay I&#39;m so excited for the day that you open up your analytics and you&#39;re like oh my God my ads are actually working so now let&#39;s get prepared to know how to handle the success once you&#39;re hitting your targets and you&#39;re remaining profitable you&#39;ll want to scale your ads and at this phase you&#39;re going to be focused on adjusting budgets and updating creatives to avoid audience fatigue you&#39;re going to want to commit to refreshing your creatives often reason is because your audience will get tired after seeing the same ad over and over so you&#39;re going to notice that your results are going to start to worsen and so you&#39;re going to want to avoid that and to do that you&#39;re going to want to drop in New creatives often but of course that can take a lot of time and that can take a lot of energy so be aware that that&#39;s going to be required of you you&#39;re going to want to scale your ads for days weeks sometimes even months so if you want to be super prepared come up with a bunch of content beforehand it&#39;ll definitely be timeconsuming guys for sure but it&#39;ll be worth it because you&#39;re going to be making money and guys make sure that you scale your ad budget slowly don&#39;t try to scale your ad budget too quickly so you&#39;re going to want to increase your budget by 20% every few days if you&#39;re finding this video helpful so far please give a big thumbs up to this video it&#39;s definitely a small thing that you can do for me in this Channel and it helps out in a really really big way so yeah and also guys if you are an entrepreneur and you are looking to grow an online business then you have definitely definitely come to the right channel this channel right here is called learn with Shopify it&#39;s an official Shopify Channel where we teach you how to grow an online business so if that sounds good to you then hit subscribe congratulations you&#39;re now ready to start running your Facebook ads if you think you might need to come back to this video to help you remember what to do just bookmark it right now now right now put in your bookmarks tab thank you guys so much for watching this video again congratulations on running your first Facebook ads I&#39;m curious to know what kind of businesses you have what are you going to be selling drop it down in the comment section down below thank you for watching and make sure to hit subscribe so that we can hang out every week and I will see you next week [Music] peace

Transcript for:Complete Guide on How to Run Facebook Ads

Transcript for:
Complete Guide on How to Run Facebook Ads