in this free Facebook ads course I want to show you everything you need to know to set up an effective Facebook ads campaign and I want to show you this very step by step from the very beginning from actually creating our Facebook ads accounts and then setting up the campaign in the right way setting up different targeting the right way or at creative how to structure our images and videos I'll give you some free resources here so unlike other things that I've seen online like other Facebook courses other tutorials I think they actually skip through a lot of the stages specifically for beginners that they need to know about they're usually more Advanced Techniques so I'll start from the very beginning and we'll get to the more advanced things at the very end of the video okay so to set up a Facebook ads campaign if you look up Facebook ads there's actually two different ways to set up a Facebook ads campaign one of them is really easy but I don't recommend it and I'll show you why so the very first one takes you to facebook.com/ buus slads it brings you to this page over here but over here first make sure you click this drop down and sign into your Facebook profile you still need a Facebook personal profile to create ads no matter what so if you don't have a Facebook account a personal profile you still have to create that but most of us have that already so we're going to go ahead and connect to it and by the way Facebook ads they're called meta ads they run on Facebook and they run on Instagram they run on messenger and they run on WhatsApp and you could choose exactly where they run if you want but it's an allinone ad platform so in this video you're not just running Facebook ads and you're not learning Facebook ads you're also learning how to do Instagram messenger and WhatsApp ads too only because all of those are owned by the same company meta they have all those different applications so here if I press create ad from here that brings you directly to this page right here where you could actually set up an ad right now I could press create an ad and walk you through this process a bulk of this video is actually this process that I'm about to cover but but I don't want you to do it this way through that link only because that runs it through your personal account it's basically running as as a person as an individual what you want to do is set it up through a business manager which is a different process is a different page and through a business manager you have a bunch of different settings it's easier to bring in other vendors to work with you it's easier to bring in other partners other employees it's easier to set up credit cards and the entire process is actually set up the right way from the very beginning this is something I didn't know I started running it this way and it caused all kinds of problems later on when I try to kind of separate it between different businesses if I look at Facebook ads this is the other page this is called business. face.com that brings you to this page which actually gives you access to other things this is called meta business Suite that's something you get access to the business manager I mentioned you get access to and the ad manager which is basically what I just showed you but it's through that business manager it's just just the right way to set it up this way every professional will set it up this way for you if this part seems a little bit too complicated and you just want to get going we'll use that first link and everything else after I set up this business manager will be the same in the actual ad account process okay then I would log in with my Facebook or Instagram here okay this brings me to something called meta business Suite either way though you still do need a personal Facebook account you can't do any type of ads without it but once you're here all you have to do is go down here to the settings tab and this is how you set up your business manager and then we're going to create our ad account for the specific business this way even if you have multiple businesses even if you run an agency and do this for other people everything is always set up the right way even if you have one business you still should do it this way so the first thing you want to do is go to the people Tab and you could invite people you should already be by default one of these people so I'm already one of these people and I have another one that manages my ad account also Al invited over here and it should say active for the both of you the next tab you want to go to is this Pages Tab and you want to go ahead and add a page so what's a page well you need to have a Facebook page to run ads on Facebook and you need to have an Instagram account to run ads on Instagram so we need to set those two up this page is just for connecting a Facebook page it says add an existing Facebook page hopefully you already have one if you don't have one just create one very easy to create a Facebook page because all your ads run through that Facebook page they don't run through your personal name so you do need to have one or you could request access to one that someone else controls if you're doing this for a different business then go to this tab Instagram accounts and do the exact same thing add an Instagram accounts because as I mentioned Facebook ads or meta ads are going to run on Facebook and Instagram you could choose to isolate them but by default they're selected to run on both and then go to What's called Add accounts so under your business manager you could have Add accounts so under ad accounts press add over here and you want to go ahead and create yourself a new ad account or request access to an existing one again this is straightforward but you have to have an ad account to run ads in that ad account these business managers could have multiple different ad accounts really easy to kind of organize things that way add an ad account next then you want to go down here to billing and payments that's going to bring you here where you need to add a credit card okay so Facebook ads obviously you have to pay Facebook to run ads on their platform on Instagram on all meta platforms you have to have a credit card so you do have to add it here make sure you take your time Facebook ads is a little bit tricky with Banning accounts if it seems like they're doing the wrong things so if you keep typing in the wrong ZIP code or the wrong card number you might just get banned before you set up your account after multiple fail attempts so take your time through this process you only have to do this one time and then it's always set up the right way the easiest way was what I showed you in the very beginning but that's the wrong way so do take your time take a few minutes to do it this way okay once all that is set up go back to the people Tab and then if it's just you over here go ahead and press the three dots next to your name and view details and right over here you want to click right here on top it says assign assets so the assets are all the different things we just set up it's our Facebook Instagram Pages our ad accounts so if you look over here it says Pages ad accounts all kinds of different things Instagram accounts you could select the right one over here the right Facebook page if you have multiple and then give yourself all these permissions over here and this is nice because when you invite other people you could limit their permission based on all the different types of assets so a Facebook page is an asset an ad account is an asset invite yourself to all of those then it's all set up if you invite someone else decide what kind of permission you want to give that person as well so sometimes I hire someone to run my marketing for me makes it easier to take some of it off my plate I might just give them more limited access where they don't have access to everything maybe they only have access to creating and managing and deleting ads but not all this other content okay so that's pretty much it on this page what we need to do next is press these three lines over here and you want to go to your ad manager so we could start creating our ads now that's going to bring you to this page and by the way Facebook moves that menu all the time so if they keep moving things around just look for those core things that I showed you they typically sometimes change the name couple of times a year on all that but ads manager has always been called ads manager so find your ads manager that looks like this the very first page I showed you through a personal account now we're doing it the right way through the business manager so what are we looking at here and what are the key things we need to set up Facebook ads are broken up into three different buckets I'm specifically showing you here on an account that has nothing then I'll show you an active account that has a lot going on so I could show you what all these tabs mean and exactly which one are more important to look at to see if your ads are working or not right now let's set one up at the very top of the funnel you basically have something called campaigns within your campaigns your adets are underneath that and underneath your adets are ads so it's kind of three different buckets that ads are set up in and your campaigns at the campaign level you basically set up what your goal is are you trying to get people to buy something from you or give you their email I'm going to show you how that works at the campaign level at the adset level you're making a decision on who you're targeting who's your target audience that you want these ads to be shown to I'm going to show you exactly this new option that is what I recommend for just about everyone but I'll show you some customizable Advanced options within this one and ads is exactly what it sounds like those are your photos those are your videos I'll talk all about the creative how to structure your photos how to create them and I'll show you a video ad how to set up the right opening for it the hook kind of the structure for for the whole ad the call to action all that's going to be covered in this course okay let's go ahead and create one all I have to do is press create an ad over here and over here right on top this is called a buying type is set to auction and we don't need to change this but basically how Facebook ads and just about every ad platform they're based on an auction so whoever spends the most in the category they will get their ads shown first to the audience right so the bucket of audience in my case I have an AI education platform and let's say everyone else that's trying to sell AI courses and things like that is competing with me we would all bid right automatically through an auction and then Facebook is going to decide who's going to show up first on someone's feed or second and so on we don't need to worry about that that's just kind of how it works in the back end of Facebook then the objectives they've simplified this over the years but now we have six objectives and just about I would say 99% of people watching this will only choose from two so one is going to be leads one is going to be sales if you're in e-commerce you're going to always choose sales okay in my line of work I'm trying to get people to subscribe to a education platform that's all about AI that's going to be sales too if I'm trying to get leads though that's for my small business on my try to get leads because I can't sell them through the website someone has to call them higher end ticket items I have a video production company for example that does that so we would run leads ads and then with leads ads I would capture someone's phone number or email in almost all cases these days I'm running sales ads okay so I'm going to choose this one these other ones awareness traffic engagements app promotion those are more for brand awareness okay so those are kind of things you would do at a whole different level when you're making ton of money and you're just putting your ads not to get direct money but just to get your name out there right like TV ads do that a lot and traffic I've noticed sometimes getting a little confusing because traffic just means getting people to your website but it sends the wrong people to your website it's people that just like to click on stuff but traffic campaigns typically don't get you sales and leads and things like that they just get you people to go to your website Facebook knows people that like to click on stuff people that like to actually give a credit card to a company it knows all that information through their very Advanced AI that they've been developing for many many years so in this case I'm going to choose sales I recommend you pretty much do the same unless you have a small business and you're trying to capture at least for a more high-end item now this page is really important this one is going to give you two options one is the one that's selected by default and it's really pushing you towards that and then this one down here which is a manual setup so over time Facebook is trying to really simplify the ad creation process and the ad campaign process to make it more open for more people so what they've done is they created this one advantage plus shopping if you're brand new to Facebook ads is pushing you here and it will take away so much of the options that you manually have control over if you choose the manual setup I'm not going to show you that one cuz that one's like very straightforward and really only your ad creatives could make a difference in that this manual sales option I'm still going to let the AI make a lot of the decisions but since you're going through this course I want to show you the different settings and what each one means so if you decide to change it you can with this first one you can't change it even if you want to so I recommend you choose manual sales campaign just about every expert is still choosing this option I do sometimes test this option but I will duplicate a different campaign so I will just go through the rest of this video I would go through here and then when I'm done I will come back create another campaign and choose this one and run that too I just wouldn't do that for a few months I would just do this one first but if I'm curious to see if Facebook is going to beat me with my own manual campaign I will run them kind of side by side to see which one is a winner that's a more advanced strategy right now I recommend you just choose this one here okay let's press continue now that's going to bring us to the setup structure of our campaign we have three different buckets here okay so as I mentioned at the very top we got our campaign we have to set that up once we press next it's going to take us to the ad set where we choose who to Target and some other settings in that and then it's going to take us to the ad itself that is the ad the creative ad right the image ad the video ad the carousel ad the collections ad bunch of different options that I'll show you once we get to that point but let's go through our process of setting up our sales campaign over here at the very top we could go ahead and name our campaign I usually do this at the end uh when I know all the different information about what I'm trying to do here and the way I name it is typically I would add a number like number one if I have multiple campaigns in the structure I'm about to show you you really only need one campaign I'll explain that in a little bit but it makes it really really easy unless you're trying to run different campaigns for different countries with different currencies and things like that for the most part these days and really anything before that like before 2024 you used to do multiple different campaigns depending on how warm your audience was so for example if they never heard of you it would be called top of the funnel campaign so you put you put top of the funnel like this and you will run that campaign then you would do another one a retargeting campaign that would be bottom of the funnel maybe people that went to your website and went to the checkout page and you could retarget those people now you're going to do all of that in the same campaign because the AI is going to know who those people are and take care of it for you I'll show you exactly how it works so I would type in one this is called the sales campaign right that's my conversion goal that I set up and let's say this is just for the US which I'm going to set up at the adet level but I'll put that here so I know exactly what country I'm targeting here again you could do this at the end I typically do it at the end but the naming structure for the campaign level is very straightforward especially since we're only going to focus on this one campaign cign and then the rest of it I'll show you some more advanced strategies again auction is what we set up and sales that was in the very beginning we don't need to change that Advantage Plus catalog you need to create a catalog for that we don't need to worry about that right now Advantage campaign budget this is important okay this could get very confusing and it took me quite a while to figure this out if you leave this off which is by default then inside of your adets that's where you would set up how much you're trying to spend on Facebook ads but if you turn it on you will set it up right now on this page at the campaign level okay so I'm just going to type in $50 and I'll explain exactly how this works so you want to make sure your daily budget is set to whatever you are willing to spend per day you don't want to do the lifetime budget and the way you come up with this is it really depends what the value for the thing you're selling is or how much a lead is worth to your business so if you're selling something that's worth $50 well if I spend $50 a day well I should get at least one Cale right otherwise I'm losing money and it may take some time of losing money for this to work and that's okay that's typically how this works it's a learning curve so I usually will start based on how much one purchase Worth to me and then run it for a week because in that week then I would have maybe seven purchases and that's a lot of data I could get back but if I'm brand new to Facebook ads I would do less than that and that's because there's going to be mistakes there's going to be things we didn't get right so I might start closer to like10 or $30 somewhere in between that so I'm not spending so much I'll get less conversion data I get less things to kind of analyze over time I could test out fewer ads I could test out fewer targeting every single week but at least I'm not going to burn a lot of money and still get some data back I'll just have to be more patient and let it run for longer if you have a lot of capital and you can spend $100 a day well you'll just get data much faster that way but if you made a mistake in the process of setting something up well you burn money quicker too right so it's really depends on your business and your positioning on which one do you have more of do you have more capital and money to allocate to this or do you have more time and patience where you could let things run a little bit longer I'll talk about the schedule too when we get to that point okay so that's really all I focus on on this page is I want to make sure this is turned on so everything's set at the campaign budget when you do that you're giving Facebook control where to spend it down the funnel that we have coming up so in the ad set if you have multiple adsets Facebook will decide which adset gets the better budget or the majority of the budget actually based on which one is performing well same thing inside of the ads it's going to decide where to go with that if you do it on the next page and you turn this off on the ad set level is going to ask you which adet do you want to put more money towards so let's say we have two assets we're going to create Assets in a second let's say one is for small business owners one is for marketers those are two target audiences I go after if I set it up like this small business owners might get like the majority 90% of the money from this daily budget to go to them because they're performing better than marketers if I set it at the adet level well I could just decide hey they each get $25 I'll set it at the asset level and then you'll exactly spend $25 for the first one and the second one but this way I'm giving Facebook more control to decide where the money goes okay this is something a little more advanced I'm sharing with you right now because it took me a long time to figure out which one makes more sense do I set it at the budget level right here do I turn this on or do I leave it off and have it ask me the question on the next page I recommend you turn it on here and put in the budget you want to spend for your entire Facebook campaign right over here you don't have to worry about it on the next page and as you go through the rest of it we don't have to touch anything this AB testing I've tested it used to work really well back in the day but this new technique I'm about to show you lets you test your creatives too through this AB test so we don't have to worry about it at this level I don't use this AB test function that Facebook offers us there's a better way to do that so that's all we had to do at the campaign level we'll press next okay that brings us to the Second Step which is our ad set an ad set all it is is who is this ad going to get shown to and this used to be far more important than it is today today we're going to let Le AI do bulk of the heavy lifting for us but I do want to show you some of the manual control again we're going to name it in a little bit after I choose some of these options next we have conversion so you need to tell Facebook what's going to be a conversion for you and where that conversion takes place so most of us that's going to take place on our website if you have a Shopify website in this case I have an e-learning platform there could be ton of different websites like Wix or Squarespace or uh kajabi all those websites will be able to track conversions if you set it up correctly so I'm going to choose website these other ones we don't need to worry about performance goal almost in every case when you're starting out you want to choose maximum number of conversions you want Facebook to know you're trying to get the most amount of sales or leads whatever you chose in the very beginning right as long as Facebook knows that it will go perform once it has enough data then you could get more advant and choose maximize value for conversions okay but this is the number of conversions we need to know how many people are going to convert give that to Facebook as long as it has some data then you could get more advanced with some of these other options for most of you and for a long time I stick with this on every brand new account that I set up okay then a very important part is a pixel so if you click right here you will have to create a new pixel I didn't cover it in the very beginning because I wanted to show it to you here so when you create a pixel if you press this it's going to bring up this page where you name a pixel and then it gives you a little bit of code let me press learn more to show you what this does exactly here I'm going to go to this create and install a metap pixel when you set it up and you can't delete it so that's why I'm not creating one here live because you just give it a name and then it'll give you this little bit of code what what it does right over here is it gives you this little bit of code right here and this little bit of code needs to be added to your website in the H tag if you have no idea what I'm talking about you could easily hire a developer so there's a website if you haven't used it before it's called upwork.com you could post a job listing for free and hire a developer to set this up for you but the pixel integration is actually pretty straightforward if you know how to do it this way and they have ton of partners by the way like Shopify and things like that they make it really easy to do that they usually have a place in their setting where you just take your pixel code not even the code the number from your pixel and put it there you don't have to copy and paste any code and here's another tool I want to show you this is called perplexity doai you could use it completely for free and all you have to type is how do I set up Facebook pixel in whatever platform you have and just go ahead and send this out and this is kind of like Google but it gives you a very stepbystep way on how to set that up you can see people have tutorials about it but it walks you through step by step on how to add a pixel to whatever platform you have because otherwise I'll have to make like 30 videos depending on the different platforms that are out there but very straightforward on setting up a pixel now you have to set up your pixel because if there is no pixel there's no code on your website Facebook ads will show an ad to someone they will click they'll go to your website then Facebook has no idea what happens after that it doesn't really even know if your website loaded it just knows that they clicked on the ad and that's it well for Facebook's AI to work it needs to know who actually goes to the check out page who gives you a credit card who gives you a lead right it needs to know that so it optimizes and gets better over time that's what a pixel is for and it has to be set up so I would pause here and set it up and if you don't know how if you get stuck hire a developer that would do it it's very inexpensive especially if you're trying to scale your business it's very critical to set that up really no point of running Facebook ads if you don't have a pixel okay next right here conversion events you want to tell Facebook what is a conversion for you what's a meaningful event for you in most cases it's going to be a purchase so if you choose a purchase I'm using a demo account so my pixel is not actually set up properly it is set up on my other actual businesses but you want to convert for purchases here so now Facebook knows what that means as long as the pixel is set up right it will know what a purchase means there's one other Advanced thing called a conversion API that you may hear about it's a way to it's a redundant option actually for your pix because pixel due to some privacy issues especially with apple sometimes the pixel doesn't work the tracking doesn't work so you need something called a conversion API definitely hire a developer for that it's much more complicated and I've hired some good developers on upwork for different accounts that they've set that up for me it cost a few hundred bucks typically to do it but it's well worth it and then you don't have to worry about it it's a onetime setup okay let me just show you one more thing under show more options there's something called attribution setting that you could edit but I recommend you don't touch it but I want to show you what it means over here because there's two types of attribution that Facebook uses which is kind of hard to understand if you're brand new to this one is called 7-Day click so you would think your ad would run someone would click it and they would purchase that's a conversion straightforward right but if they actually buy within the next 7 days after they click the ad Facebook will still know that and take credit for it so sometimes you'll see a conversion but they didn't take that path the same day that's why because for the next seven days it will still have that attribution connected to it there's this other one that's a little bit tricky too one day view so sometimes if they watch an ad and then in my case my website skill leap. a my e-learning platform for AI it's in the ad right they might type that in while they're watching the ad on a different tab well that's a one- day view right that means they viewed my my ad but they never clicked ad but Facebook will still take credit for that purchase which is kind of nice it's going to get more data so it doesn't always have to be they click the ad they go to my website they purchase right then and that's a purchase there's other ways and that's what an attribution setting is you don't want to change it but for some reason if you want it to you can change it too Dynamic creative I'm not going to dive into because they're actually in the process of changing this but basically they're going to have a different version of this where if you turn this on you could give Facebook bunch of different creatives he's like here's a bunch of videos images headlines whatever and then Facebook will kind of figure out what's good okay I don't really like this option because I can't really figure out exactly what's going on and it's more confusing to optimize week to week so I don't use this option but you will see videos on YouTube and different courses that may mention this in more detail but this is getting replaced anyway so it might not be here by the time you watch this video and then you got your budget and schedule so so this is important typically you want to start your ad the following day at midnight so it starts with a brand new because it will spend the money from 12 a.m. based on your time zone so I usually set the start date for the following day so I'm setting this up at 4 p.m. it will start running the following day at midnight so it has a full day ad spin if I start running now it's going to try to really hard for the next eight hours to spend all the money for that day right I don't want that I want a fresh day you never send the end date though because you want to manually turn ads on and off not at the campaign level but at ad level I'll show you how to do that and analyze it but that's where you want to do that inside of your campaign not over here with the end dat now here's the most important part of this page you have your audience controls you have your Advantage Plus audiences and you have placements and this one used to be far more complicated but now it's much much easier iier because the AI is going to do a better job than you are if you manually set this up which you still can so I'll show you that but over here audience control you typically want to change your location over here if this location is not correct so this is going to be a country or a city or worldwide or multiple countries totally depends in most cases I will type in english- speaking countries if I have a product that works for them so United Kingdom I would type that in and I have the US and the UK so I have two different countries you could again if you have a local business let's say you have a restaurant 30 mile radius you could set it up based on radius they have ton of different options really easy to figure this out just press browse pick countries Regions locations and things like that then on the right side it's going to show you how many people that could reach right this used to be a big deal we used to have to figure out what was the Right audience size is it 5 million is it 100,000 is it 20 million I don't know right it was kind of confusing to try to figure out the optimal number but now we're going to leave it on Broad targeting which right here it says fairly broad that's okay right because Facebook is going to know who to show it to I'll explain that in a second a little bit more because I want to show you some of these other options Advantage Plus audience okay so right here this might again go away but I'll show you what this is switch to original audience I'm going to say switch and it's telling me this is going to get 33% less results if I do that that but I do want to show you because this is the old way of how Facebook ads worked you would pick a location you would pick a age you will pick a gender right which you still can if you choose this you could also then choose detail targeting so I used to Target to small business owner okay and if I choose that it says right here small business owner you can see my target audience in the UK and the us about 5 million small business owners right that are on these platforms that Facebook has access ACC to right if I change the age it's going to limit it even more let's say everyone under 25 I don't want so it's going to be 25 to 65 actually maybe 64 right so that's going to reduce it a little bit more at a time and then we used to kind of do this and then add other people entrepreneurs marketers my target audience for my AI platform and just keep kind of tweaking it well if I switch this if I come back up here and switch to Advantage Plus audience okay none of those things are going to matter it's still going to let me pick some of those things but now it's going to become a recommendation not a hard set rule like it used to be so I could tell Facebook I still want these people with this age group in this but it's only going to use it as a recommendation it's still going to use Advantage Plus audience setting okay so that's something to really pay attention to here if you choose this option which I recommend you do you're letting Facebook to take care of everything for you so as a matter of fact I'm not even going to make a recommendation I'm going to take everything off over here I'm going to reset the age and this took me a while to get a hold of but I tested this every which way you can and Advantage Plus audiences Facebook AI deciding who is going to convert just wins over my manual decisions even though I know my target audience Facebook just does a better job it's not going to put it in front of 160 million people and figure out who's going to buy right it's going to know the people that are most likely to buy AI Education First the warmest people maybe the people that already been on my website if I have my pixel set up and over a little bit of time is going to know who went to my website based on that pixel data firing back long story short choose Advantage Plus audiences okay you don't need to tell Facebook who to Target if you did though you can switch to the original audience option that I showed you over here and do it that way sometimes you could set up two different adsets if you really feel like it and test out what Facebook is doing with the Advantage Plus audiences and your specific audience if you're going after small business owners like I just showed you run them at the same time I don't recommend it I would stick to this but if you really are analytical and you really need to know that's how you would do it run it for a week or two then analyze compare the results between the two and you also have placement let me go ahead and press edit on placement again this is called Advantage Plus placement recommended but if I choose manual placement okay look at this I could choose to run Facebook ads in different platforms and in different placements within the platform so the Facebook platform for example they have Facebook feeds they have stories they have reals they have search results messages well I could turn any one of these off if I feel like it I could turn off Facebook entirely if I just want to run to Instagram for example I could turn on Instagram or messenger or turn this off right you could choose all these manually I guess you have to run it on Facebook at least on one of these like maybe Facebook feed for example and turn everything else off but it's telling you it's just going to not do as well if you really fine tuna like this ads are going to be more expensive because placement is more expensive if you handp pick again if you're watching older courses and older tutorials they're going to manually pick and they're also going to manually Target people with the audiences but it's pretty much on stood now from most experts and I've hired ton of different experts for my businesses I've worked with consultants and agencies and everyone's pretty much on the same page now let the Advantage Plus audience take care of the targeting for you and let the placement Advantage Plus placement figure out the placement for you and this is called broad targeting and that's what you want to choose the only thing I did choose was location because obviously I don't want to run this in countries worldwide where they don't speak English if I have e learning right AI education in English that doesn't make much sense to run it elsewhere but in e-commerce it might make sense if you have the option for shipping worldwide all right then I go all the way to the top and I'll go ahead and name this one right so this is going to be us and UK and this is Broad targeting you could also call it Advantage Plus audience or whatever you want and one Advanced thing I'll show you here which Facebook also is going to take care a lot of this for you as soon as the pixel gets some more data on what's actually happening on your website but custom audiences is something that you may want to test out later on but you could create right here custom audiences and actually upload your existing customers as a custom audience here and then retarget those people but again Facebook is going to take care of some of that for you but that is an option that you have over here they have something else called lookalike audiences again this AI is taking care of that for you so these are a little bit outdated I think but look at like audiences well basically Facebook is figuring out who are your ideal audiences show your ads in front of people that are likely to convert based on those audiences but as the AI is getting more advanced these are not becoming things that we need to worry about all that much okay let me go ahead and press next and let's get to the most important part of Facebook ads which is the ad creative your images your videos and the text that you put in front of people that's going to be the bulk of where your results are going to come from if you have good ad creatives the only other thing that you could improve is your offer so usually at this point it's not my targeting it's not how I'm setting up my campaigns it's not really what buttons I'm clicking it's really do I have a good offer that people want and did I create a good image and good video around that offer that people are going to actually connect to right if I have those two ads are typically going to work but you need to improve those over time if the ads don't work don't really think that you're setting up things incorrectly if you're going through this you're most likely setting up things correctly structurally right you're just needing better creatives or a better offer and sometimes it's a conversion issue maybe the landing page the website page they're going to is just not good right then you need to improve that right there's multiple different things you need to improve over time but let me just walk you through creative the very first thing is again naming it which I will name at the end once I know what ads I'm adding here you want to choose a Facebook page and Instagram accounts we connected that in the beginning but if you haven't you want to connect that now and choose the right one if you have multiple okay then let's go down a little bit more because I want to come down to format that's the next thing we want to focus on and usually you want to start with a single image or a single video here as your format this is the first option it's the most common Carousel is when two images and two videos show side by side or more than two this is good for a lot of e-commerce or if you have multiple different products and someone is going to relate to one but not the other that's one you want to test out but usually I start with this one because it makes it really clean to do testing every single week to improve your image and your videos over time you also have collections and other things but I recommend especially if you're new start with either a single image or a single video and I'm going to show you both I'm going to show you image ads and video ads so you can kind of see how I structure it and just give you some tips on how to make them effective okay so then there's your ad creative right here this is where you need to add your media okay so if I click this I could add an image or a video based on what I chose on top so let's go ahead with this ad I'm going to create an image and then we'll duplicate this ad and do a video and then let them run side by side and see which one is actually going to beat the other one so start with an image okay this is going to bring you to your ad library and you just need to press upload over here and I want to show you some actual images that I've created here we created all of these on canva.com very easy to set up I'm testing out a whole lot as your budget increases you want to test out a ton of different ad creatives images and videos so what we have is an AI e-learning platform that has a free trial so I'm testing out sometimes if the call to action is a free trial sometimes my face is on it sometimes it's not on it I'm testing out different colors I'm changing out the headlines but usually just one variation at a time see this is almost the same but the headline is different then there's a version where the call to action is different right only the headlines changing then we're testing out a whole different types of design right then we're testing out with the skill leap. a showing up right on top over here ton of different options one of them is more branded this way and this one is actually working pretty well for me but I've made ton of AI videos so people recognize me from YouTube and things like that so that helps sometimes having my face but I was curious is taking my face off is that going to perform better this one performed pretty well but the other one's still one but this one you got to be careful sometimes if you use logos like this you could get into kind of copyright issues so this one's been fine but I typically try to not use any logos from other companies that might be an issue especially running ads so these are all the different ads and I chose to create them in square formats but you could actually create them in multiple different sizes because it's going to ask you to give them three different sizes I'll show you that in a second but if you have a square one you can make it work for just about every platform let me choose this one right over here and I'll press next okay this is what I was talking about so the original is going to be square this is going to look good on Instagram all kinds of places but inside of stories and reals it looks terrible right the text is cut off so I need to click on original to make it fit but it's asking me to create a version that's 9x6 I don't have one right now so I'll just make it original same thing with this one right it's asking me to create a different version of this in a different size to make it work for the site and all you have to do again to create those is go to canva.com create on social media and then make sure you choose square or whatever size is asking you to create those and create them upwork.com that I showed you if you don't know how to do this and you don't feel like learning design even though they have ton of templates on canva very easy to set it up if you don't have the time you could get professional designers for pretty inexpensive they could create like 10 different asss for you as long as you tell them what kind of format and text you want and give them those assets like a picture of yourself if you want to be in the ad or the product or whatever the case is okay I'm going to go ahead and press next over here and the last page is a optimization page so this is kind of AI enhancing your creative for you so it may or may not show up depending on what you're using it for you could turn it off but usually it says if you turn on these AI enhancements it does improve the performance of the ads so you can see sometimes the headline might appear like this inside of the image okay now with Facebook and Instagram ads this ad platform the image and video are not the only thing typically with YouTube ads and Tik Tok ads that's really the bulk of the performance comes from this on Facebook is still the case but you also have something called primary text and headline and description we don't care about description because that shows up almost nowhere right but we do care about headline that's over here it's going to be very bold and prominent and the primary text shows up right underneath that right over here and then your website URL as I was saying mine we'll say skill. even though that's not the page I'm going to send people to I could actually change that to be a different link but I could type in exactly what shows up over here so then some people will see that not even click on the ad and still become customers so that is useful to add so those are the three different main things you have and I want to show you headline and primary text and how to use a simple AI tool here to create those for us okay this is going to be a stepbystep process on how to do this and I'll put a link to this document in the description and this should save you from creating ads manually ever again this is really easy to use is going to actually help you with the image and video creative too but all this is is first we need to learn from our competition so we're going to use chat GPT at chat gp.com to help us do exactly that using his vision capability to analyze a picture there's another tool called claw. that does the exact same thing I'll use chat GPT for this example then we're going to go to What's called the Facebook ads Library so there's a website facebook.com/ ads Library Library here I could see everything that other people have created in different countries different ads Facebook shows us all the ads that are running on Facebook so I'll look up chat GPT for example right because we have a chat GPT course in our platform and I want to see what other courses are running right so a lot of people are running courses this is kind of the primary text right I could see that the headline is over here and the creative is over here okay so all I need to do is I could just select this just figure out how to take a screenshot on your computer I'm on a Mac so I just press command Shift 4 and it's giving me this right here so I'm going to take like a few screenshots like this but of the ads I like not just like every single ad I would go through it like okay what ad is good and then once I select that in this case I've done two of my own ads so these two are our own one is an image ad that I'm uploading right now this video ad that I'll show you in a second and a couple other competitors right I took screenshots next I'm going to go ahead and copy this and again if you download this you will also get other resources other free resources from us about using AI for your business again this is just related to Facebook ad this prompt book but we have ton of books about enhancing all kinds of different things with AI related to Founders and business owners I'm going to copy this I'm going to go to chat gp.com I'm going to make sure the best model is selected so the very top one this changes from time to time so it might be something totally different by the time you watch this but right right now I'm going to choose the very top one because it has Vision I'm going to paste that in and then I'm going to click this little paper icon and I'm going to upload from my computer and I'm going to upload this image right here that had all the different ones or if you have four different images or two different images whatever you have you could upload multiple different documents here and that's it we got the image we got that prompt this is going to analyze that prompt it's going to break it down in all these different details this is a very detailed prompt that I put together to analyze the right things from existing app ads to learn from our own existing ads and our own competitor's ads using the ad Library this solves ad creatives for us right it takes bulk of the work off our plate let's AI help us in the creation of this ad so this breaks down right now is going to go through each ad and break it down so it's going to tell us the headline the copy the layout it's going to give us some instructions on the unique selling proposition of each one the call to action so let me just go down a bit more it's going to tell us best practi this is for the campaign all good this was really to get chat GPT to tell me his thoughts I don't even need to use this because next I'm going to give it a following prompt to create a headline for us okay I'm just going to say use this suggestion to create a headline and then you could ask it to ask you questions to make sure it's not giving you something that's incomplete so again you could copy and paste this prompt and this is going to become my headline okay so I could use this one transform your skills with Comprehensive AI courses okay that's that's good maybe I want something more related to business this one might be good so I'll copy one of these over and all I have to do is add it here as my headline as long as it's not too many characters sometimes chat PT doesn't know exact character limit so it might give you something that's too long you have to manually cut a Shor or ask for a shorter one primary text well we have the exact prompt for that too we're going to copy that feeling overwhelmed with complexity of AI I like that that's a great hook right here so I'll go ahead and copy this it has a nice call to action okay and paste that over here and these could be much much longer so you may want to test out different versions of them over time so right now it's going to say only one out of five because you could add more text option if you click this you could add more and then it will kind of depending on who's looking at it sh them a different primary text you could also do the same thing with your headline right you could add more I usually wouldn't recommend that right now because if your budget is low you want to test out the main thing which is your image and video creative and not let other things confuse you with the results because what if I changed the headline and that was the reason why more people clicked well now I don't know maybe I'm going to give credit to the wrong image or the wrong video so I usually test that next I would test out the videos and images against each other or image against image video against video get a result and then get more advanced with testing these different things like headline and primary text the two other big things you have access to testing and Facebook also has has this meta AI built in so this is where all these other text variations come in you do have to give it the one and then it will use that one to kind of reward it but again I use chat GPT to do it so I usually skip this and I think chat GPT typically does a better job coming up with that okay let's keep going down here right here call to action you could change this this is the button that shows up right here that says learn more you could go ahead and change this so sometimes buy now works subscribe in my case sign up of test a bunch of times and it works pretty well okay so I'm going to go ahead and click on that then I'm going to go down nothing else needs to change except our website URL this is the page you want to send people to so I typically will make a very specialized landing page for this ad and this offer to match the whole user experience right maybe using similar colors just to make them feel like they're going through a right type of funnel but you can just make this your homepage if you want so skill. a is our homepage I could put that over here and then you want to make sure if this is a long URL just put a display URL that's short and clean like this because that shows up over here so if this is a long URL and you don't replace this one this will look kind of ugly a lot of people on this ad that I'm running right now go to skill le. they don't actually click on the ad like half the people just watch this ad and depending on my call to action I say it in the videos in some of the images it's the logos up there right people go ahead and do that a lot of times then if you keep going down you have tracking mine is already set up that's the website event tracking that we set up initially and URL parameters this is a more advanced thing that really doesn't have to do with Facebook ads but if your website pulled in very specific data you could set this up this is more advanced but if you wanted to see for example what the campaign name of your ad was your website might have some kind of integration that pulls in that data you don't have to set this up this is much much more advanced than a beginner's guide but I did want to show you where that is in case someone brings that up that's where you set up those kind of advanced URL parameters it just adds more numbers and digits to a to a URL and some websites could pull that data in and then report that to you depends on your website provider and if they could do that and then down here if I press publish before you do that it's going to basically send it to Facebook and it's going to go through a automated process of being checked and some sometimes a manual process and you need to know the terms and guidelines for Facebook advertising so for example if I said learn how to make $10,000 a month using AI I will most likely get this ad rejected and I might even get banned from Facebook right because I'm just making a random promise with nothing to back it up right if I say lose 30 pounds this week right that's clearly doesn't make any sense right so if I put that my ad copy my headline they could also read the image by the way so even if it's in the image you still will get into the same kind of trouble if you have copyright things inside of that image for example like other people's logos right you might get into trouble if your ad has music from someone else that you don't have permission to use you might get into trouble so make sure you read this guideline because you know that would be four hours of me reading through it for you based on your business make sure you're not breaking any rules if you're doing employment if you're offering a job if you're doing political ads you have to set actually say that when you're setting these up different settings that you have to worry about with that kind of thing so make sure you understand all of that because once you press publish if it gets denied sometimes you may get your ad account disabled you don't want that that's a huge problem and then it's really hard to set up a new on especially since it's connected to your personal name before pressing publish I'm actually going to duplicate this one so over here you could duplicate everything you could duplicate your adets and your ads in this case I'm keeping this very simple and I recommend you do the same you have one campaign right we set that up the budget at the campaign level here it's going to decide where the budget goes from there so I only have one adset here if I had two adsets is going to allocate it to those two separately based on what one which one is doing well but since I'm doing broad targeting I'm not breaking up my targeting on who the ad is going to get shown to I do want to quickly duplicate this quick duplicate of the the ad itself because this one which I forgot to name I'm going to go ahead and name it so this is image ad 5B five means this is the fifth image ad I've tested B is a variation of it so a had a different headline and I keep track of it in a folder or Excel sheet so I know exactly what these names refer to so then I know hey this was 5B learn how to use AI the headline that changed with the red background with my face with the pointing was 5A and there's a 5C and there's a 5D and then six might be the other one with the blue background right with a whole different type of a design okay with the copy now I'm going to click on the copy over here I'm going to name this one video ad 5B and video ad 5B the five is the fifth version of my video ads and B is related to the hook typically I only Chang the first five six seconds of the video and the rest of it stays the same the reason why 80% of your results comes from that first 5 seconds so you don't really need to worry about the rest of it till you get the beginning part right so I usually change that because people are scrolling is it enough to stop them from the scroll I'll show you actual example since I kind of broke down the images I'll show you with the videos how I break it down okay now I'm going to scroll down I'm going to change only one thing I'm going to delete this I'm going to click this it's going to remove the video or the image in this case and I'm going to press add media and I'm going to add a video everything else is there because I just did a quick duplication and I want it to be there and the same cuz I want to know exactly what's making the difference is it the video or this is the image which one is going to win then I give it a week I look at it okay video got five sales image got two they both got this similar ad spin I want to make sure they're kind of getting the right comparison okay then video one next week I test out video five versus video 6 instead of an image right and in my case almost every time video wins okay and it's going to be harder to produce videos in e-commerce it's about 70% of the Time video wins so the majority of time these days video will win because obviously you have so much more information that you could get across in 30 seconds or a minute let me go ahead and add a video okay here's the folder where I have this one actually it looks like it's video at two I'm going to add okay and the reason why I have three versions of the same ad let me just put on mute it's based on the size this is square this one is vertical and this one is horizontal right this one I'm also running on YouTube so you need to have three different sizes for the videos otherwise they don't look right because if you're choosing to run it across that placement Advantage placement where it's Instagram reels and all kinds of different places it's going to ask you for three different sizes I'll show you that in a second so I'm going to go ahead and upload all these okay and then with them uploaded I just need to select one of them and press next and this is going to let you trim it but obviously professionally already edited this and I need to make sure on the crop page that I give it the right size I don't want to actually choose this because this is going to crop it in a weird way I want to go down here and replace this one with the vertical it's telling me right here I want 9 by 16 okay well I have that already I replaced it this is square fine this one 16 by9 well that's this one 1920 by 1080 16 by 9 okay I'm going to go ahead and replace it right again if you're not familiar with this basically the way I created this ad is I sat in front of my camera like this actually this studio right here I wrote a script I'm going to talk about the script in a second and then I hired someone on upwork to edit this right I have a professional editor I know how to professionally edit but for the sake of time I'm not going to create I'm running like 13 different video ads right now right I'm not going to take my time myself to do it so I Outsource those kind of things so if this seems far too complicated for you and you still want to test out video I recommend you hire someone to help you with that because it's going to make a whole lot of difference for your ad account and let me quickly show you this 22 second ad that's one of my best performing ads so I could show you how to structure your ads the words that you're saying the look of it you could actually again get someone to make it look fancy like this but that really doesn't move the needle all that much it's really about the words you say and the way you say it so let me play this 22 seconds for you learning and using chat GPT the right way could double your productivity but there are a 100 different AI apps you probably never heard of that could make you 10 times more productive and because of that we created skill leap AI an entire Netflix style learning platform to not just learn chat GPT but the top 100 useful AI tools you could try it right now with a free trial click the link below and I'll see you there okay so the way I structured that is a very simple ad framework the first 3 to 5 seconds is your hook in this case I was mentioning chat GPT for people that have used it but they want to maybe learn other AI tools that they're not aware of and that one works really really well for my business from all the ones I've tested so far that's still winning right now and it's very short okay typically I make sure all my ads are about 60 seconds or less so it could run on different places like Instagram re and stories and all kinds of places like that and I start with a strong hook and I vary that then after the hook is a problem and a solution what's the problem I'm trying to solve well there's a bunch of AI tools but how do you know which one's good right well what's the solution well we have skill. a a Netflix style learning platform where you can learn them all at your own pace right with a low subscription price with a free trial is the call to action that's the Las thing so hook problem solution call to action sometimes you could put in Authority within that if you have authority in a specific topic now that also works great for products if your product solves a physical product solves a specific paino for someone then you mention the problem this product is the solution to that problem well click over here to go get it right mine had a better offer as I improved my offer so at first I was testing out an individual course like chat GPT course prompting course AI course well a lot of people were doing that and people were charging $2 $500 for a course well I figured hey what if I offer 20 plus courses a community downloadable resources tutorials Allin one and I updated all the time because other courses were getting outdated and they had no incentive to update but with a membership I can and price it 10 times less than one person would charge for one course then the offer became completely irresistible and then I threw in that with the free trial well no one has free trial for courses just about right then it became very easy where the offer clicked the ad was formatted in the right way then it started to work right but I had to tweak some things to the offer improve the ad improve the landing page where people went to right and all that actually clicked after I tested a few different creatives all right back to this go ahead and press next here this one doesn't have any AI enhancements and that's it all I had to do was make sure I change all that sometimes you going to get a little error message like this little yellow error message it's going to say hey you don't have any placements for Facebook right column because that one could only be like a little image so you could edit that specific placement in this case I don't need it I don't need to run this video add there or have a different variations of it but sometimes if you don't want to get this error you can change this one placement even though I'm running a video ad and add an image just for that I typically don't do it I just do it this way now I need to publish both and once they're published I need to go make sure my campaign is set up so if I go back up here let me go back up here it's going to say right now it's in draft mode once everything is published it's going to go right here it says revie publish all four you just click that make sure you're following all the guidelines then I'm running this actual campaign right now so let's jump into that account because I want to show you what you should look at once something is running for a little bit okay here we are in an active ad account that's running I'm just showing you a one- day view here and I want to show you exactly what you should be looking at well the one thing is sometimes you'll see this if you have this tab called delivery it's going to say learning limited that means Facebook is actually not getting enough ad spend and enough conversions to get out of this phase called learning phase the learning phase is it needs to know hey who is buying this do I have enough data to figure that out they change the learning phase from time to time so look up what the learning phase sometimes they've actually reduced it it used to be like 50 conversions every week but they've been reducing it over time with their AI improvements so you need to get out of this and that is where your ads span comes in and your conversion you need enough conversions for this to get out okay then if you click over here you want to go ahead and customize these columns if you want by default they're going to give you ton of different things but you could add a lot more so I want to know how many purchases did I get so you could turn on purchases and make sure your total purchases and the cost for purchases are also showing up somewhere within those columns and apply those to your view so all these are going to show up over here so the main things you want to look at is cost per result is for me cost per purchase how much did it take to get a purchase $16 here that was ad number two the 38 second version of it and then $13 here with ad number four right this is AD number four and then I decided actually over a course of a week this is just a one day view but in a course of a week you could see which one's winning and then turn the ones that are losing or are costing more than you're making off of it if if it's costing more than what I'm making off of it I would turn it off in this case on this specific day was working but you never want to look at it at a one- day view you want to look at it at a 7day view I always run my ass for seven days or sometimes if my budget's lower even for 14 days to get ton of data that way I'm not turning off things that only spend like $30 $40 if it's still profitable for me at $70 $80 if I get a purchase if it has no purchase yet and I'm still under that number well let it keep running there's no no reason to be impatient with it because then you're turning off ads that could be good but you just didn't give it enough time or enough money for it to figure out if it's good or not and Facebook couldn't really optimize for it the other numbers you want to look at and I changed the view here is cost per click how much is it costing for someone to click the ad well I usually want it to be like $2 to $3 and I specifically chose expensive date to show you sometimes it's $6 for someone to click and add that's bad for some reason that one person though purchased okay that worked a lot of times you need like 50 people to click to get a purchase right so sometimes that would not work at all and then you could see if your click through rate is very low this is 0 26 right when the other ones are two or one you typically want to be around two sometimes even three is going to be really fantastic but if you're under one this is sometimes a bad ad the only reason I'm still running it is because that one click did get a purchase so I'm going to give him more time and in a 7-Day view it's actually been doing pretty good so overall pretty much you have that one campaign within that campaign you're doing broad targeting letting Facebook's AI take place of all the placement and who to show it to and all you're trying to figure out is which ad is better you're testing out different images versus different videos as you get more advanced and you get more feedback from that as your budget increases test out headlines and test out primary text as you get more feedback from that and if he still having issues or your return is not great really look at your landing page can that improve can you optimize your conversion of how many people going to that landing page and doing what you want if that's not working it could be related to your offer can you add a free trial or a free sample or a bundle whatever the case is for your business that's what I did I bundled and I offered a free trial and that helped right I also improved other things like accepting PayPal and not just credit cards through Stripe Right different payment methods to give people options a yearly option maybe if you have a subscription like me I had only a monthly before running ads but then sometimes a lot of people wanted a yearly well it wasn't showing up on the website well I added that those are things you learn over time with your specific business and then you will add different things to your website now there's one more thing called roaz that's return on ad spend is something you could turn on in the settings for e-commerce critical basically it's saying if you spent 50 bucks and you made 100 bucks that's a 2: one ratio right so you want that ratio to be very high 3:1 4 to1 5 to1 but when you're starting out and it doesn't know the cost for your product so if you spent 50 bucks to sell something for 100 but it cost you another 50 bucks to make that thing right then you're just breaking even right then it's like one to one that's not going to know that on this platform this is just going to know how much it cost to get someone to purchase and then it's going to give you the return on ad spent right so usually anything over two or three is the bare minimum but usually when you're starting out even a break even is a good starting point because you're trying to test a bunch of AD creatives over time you're trying to make improvements to your offer to your landing page to your website to your checkout process all that needs to be improved over time so you're not going to hit a home run right off the bat running this for a week give it a week don't make changes come back see what's working sometimes if your ad spend is low if you're only spending like10 $20 a day a week is not enough you got to give them more time and you need to test out less things test out only like two things image a versus image B video a versus video B right because that way you have a clear takeaway so you could actually make improvements and improve your ad in the course of the next few months to get really really good and hopefully your return on Aspen really shoots up so hopefully this saves you from having to buy a Facebook course I mean there's plenty more to learn but this should give you a very good fundamental understanding and the one thing we do have is an AI education platform for entrepreneurs and marketers so I will link that in the description that has over 20 courses and very specifically designed with examples like I showed you here for the Facebook ads but for different things the entrepreneurs and marketers have to go through in their business and that again I don't have a Facebook ad scores this is the Facebook ad course but I thought that resource might be useful to you if you're an entrepreneur or marketer thanks again for watching this course and I will see you on the next video