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Media and Communications

Creating Facebook Ads

Creating Facebook Ads


Hi everyone. I’m Tod Maffin. Thanks for joining me for this brief free online training course called Your First Facebook Ad Campaign. I’m going to walk you through all of the steps to create your very first Facebook advertising campaign, track the R.O.I. on it and some ninja tips as well, and if you want to use a hashtag it is todwebinar. t o d webinar. Facebook is a great place to get in front of people who may not even know that they need your services. That’s different than Google. Let’s say that you sell houseboats, and you want to target people who are actively looking for houseboats at that moment. Then you would place an ad on Google, because as soon someone types in the words: buy house boat, your ad would show up. Facebook on the other hand is a place to target people by their interests and demographics. So if you rent houseboats for vacationing, you might want to reach people who like to vacation in the summer, who live near your area but who may not have necessarily thought about using a houseboat. So, because they haven’t thought about it before, Google would not be a good place, because it won’t be typing in: house boat rentals or house boat vacation rentals. Where as you can reach people who are interested in summer holidays, who are of a certain age, you know maybe in their early 20s who like beer, who like sunshine, literally you hit that target, and I’ll show you all about that. The first place to go though to start is, if you don’t have an ad account, and they’re free to get, is Facebook.com/advertising. When you go there it’ll create a Facebook ad account. That basically is just a little bucket you tell Facebook your address, you give it your credit card number so it can bill you. You only pay for ads once they’ve begun running, so it doesn’t cost anything to set one of these up, and then you just tell it what currency you’re using by what country you’re from. So here’s how these things work. The blue box is Facebook right? So on Facebook’s site you create an account, by going to Facebook.com/advertising. An account has to be tied to a brand page of some kind. So lets say that you have a real estate for instance. It’ll be your realtor brand page. So it might be Facebook.com/ABCRealty. You cannot advertise just on a personal profile, its gotta be on a Facebook brand page, but if Facebook will walk you through that. Now think about the way, forgot about Facebook advertising for a moment, and just think about if you were a real estate company, a realtor. Who would you be primarily advertising to? Well obviously people who want to sell their home because you make money that way, you might also want to advertise for people looking for their first home, so buyers. You might also want to advertise for people to staff your office. If you’re looking to recruit some people. Each of those three goals, you got people who want to buy their home, get people who want to sell their home, and get people who want to work for you. All three of these seperate goals- can be campaigns. Again, forget about the digital world for a moment, and think about it as if you were placing a newspaper ad. The ad that you place to get people who want to sell their home, is gonna be different text, different place in the newspaper, than you would advertise for people who want to come and work for you. Each of these are called campaigns, inside Facebook. So lets start with one campaign. A campaign is just a goal essentially. A goal or a group of people that we want to reach. So the goal of this particular campaign would be to find people who want to sell their existing condos. So you would create an ad. So those are the only three levels in Facebook advertising you have to worry about. Your account, an account contains a whole bunch of campaigns, and each campaign can contain between one and who knows how many thousands of ads if you want. On average each campaign would be one and say ten ads. So you create an ad, lets say that that ad says: “Come sell your condo with us”, and when people click on that ad it goes to your Facebook page. Every ad you create on Facebook, every post that you promote has to be clickable, and you have to tell Facebook where you want that click to go. So, this particular click we want it to go to your Facebook page, and then we create different ads. Now these ads have the same goal, right, because they’re of the same campaign. We still want people to come and sell their condos. But these particular ads might be very different just in the headline. The headline might be different, or you might change the photo, or the body copy, still the same overall message but just done in slightly different ways. This is called AB testing or multi-variat testing where you will create one ad, and then you create variations of it. You set all of the ads running at the same time. You watch those ads for a period of time and you see which ones get in front of more people, which ones drive more business, and the ones that are underperforming you pause or delete, and then you create new iterations on the ones that are overperforming. That’s one campaign, you might have another campaign which is promoting, let’s say you want to get staff people right? It would be a completely different ad, that ad would say come work for us, and the destination of those clicks would be completely different as well, instead of just going to your main timeline on your Facebook page, it might go to a specific post on your Facebook page. What happens if you want people to not go to Facebook page, what happens if you want those clicks to go to your website? You can do that. Let’s imagine here’s your website here and it’s outside of the blue so it’s not on Facebook, and lets say that you sell e-books online. So you want people to go to that e-store. Right? That store where people buy it. So you create another campaign this one the campaign is different, the ad is different because the ads won’t say come work for us, they won’t say come sell your home, because you’re selling e-books. So they’ll say come buy our e-books. So the click destination of those goes to this e-store form. Now here’s the really cool thing. This is R.O.I. tracking I’m about to share with you, conversion tracking. The most effective way to know whether or not your ad campaign is working is to measure what business you get out of it. Sometimes you see these on t.v. ads where they will say, you’ll be watching a late night ad, and it’ll say you know, “Buy these set of Ginsu steak knives”, and it says, “ask for operator 105″, you’ve just seen ad number 105. So when they take you order, they put in: okay that was ad number 105 they saw, and then they track how much money they made off of that ad, and then they’re able to sort of say,”Okay well look the ads we did on television didn’t do so well, but the ads we did on the radio which all had numbers that started with 200s did really well, so we’ll put more money into radio and less money into t.v.” That’s called conversion tracking. You can do the same thing if you sell something online, or even if you have any kind of confirmation page. Here’s what I mean. Think about when you go to buy an e-book or buy anything online, an app or something. You fill out, see that red box at the bottom, the e-store form. So you fill out the form that says whatever, here’s my address, here’s what I want to buy, here’s my credit card number. When you click submit you get the order confirmation page, see below that red box. The order confirmation page, that page says,”Thank you I got your order confirmed.” If your goal instead was to get people to contact you you know those arrows would go to the contact form, and when they submitted that, when they actually did the contact form, that’s what you wanted people to do, was to contact you, they got a page that said,”Message received thank you.” That is where you place the secret conversion code. Facebook will give you code that’s kind of hidden and you put it on those confirmation pages. So if your goal is to get people to buy you put it on the thank you for purchasing form, if your goal is to get people to contact you you put it on the thank you i’ve got your message form, and watch what happens. See the green arrow? Whenever someone gets to that page, it sends a signal back to your campaign that says,”Someone actually bought”, so you’re able to track it. I’ll show you how that works in just a second. So that is essentially it. You need to create an account first, you only have to do that once and then you do a series of campaigns. So lets do it right now, shall we? Here is my account page, and you get it Facebook.com/ads/manage Click into your account it’ll your name or whatever name you set up for your account. These are the ads that I’ve got running right now, and I’m gonna go over here and I’m going to say create an ad. So the first thing Facebook want to know is where do you want the ad to go when people click, and you really have two choices: inside Facebook or off Facebook, so in this case I want to promote a particular post of mine. So I’m going to say on Facebook. Here’s my page. What do you want it to do? I want to promote a specific post that means that I want to get in front of more people. Just as an aside lets go back to my particular brand page, and we can see what Facebook wants you to do. So lets see, this one here is a video that I posted about my swarm methodology. It’s a Youtube link. And 338 people saw that post. That I posted, which I posted 15 hours ago. Now I have 2,800 people who like my page. So why did only 338 people see it? Because, here’s Facebook’s dirty little secret. Facebook doesn’t show your content to everyone who likes your page. Just because they click like on your page doesn’t mean they’re seeing your content. Facebook actually filters out most of your content and only shows your pages content to those people who liked your page and who engage with your pages content. Now if you want to find out more about how this works go to Whatisedgerank.com This algorithim that prevents people from seeing your content is edge rank. So we want to get in front of more people. So one of the things that Facebook did was they said,”If you give us some money, we’ll put in front of more people” and they call that boosting a post, right here. So if you click on boost post Facebook says,”Alright we’ll show this to people who like your page and all of their friends, and we’ll put it in front of more people” and it gives you some suggestions of, you know the more money you spend, the more people it’s gonna show it in front of. If you want to you can say,”I want it to be in front of lots of people, so I’m gonna give you 500 dollars, so that means you’ll reach between 75,000 people and 140,000 people, or I only want to give you 5 dollars. So it says,”Okay well you’ll get 1300 people” Still significantly more than the 338 that I got. And when you do boost your post, you get some pretty interesting stats out of it. I’m just gonna scroll down and see if I can find a post that has been boosted here to show you. So here’s an example over here. See how on this post on the left where it says 476, this bar is just blue all the way across, blue means organic, so organic are the people who would see it anyway without me paying. But notice this one over here. It’s a little bit blue but mostly kind of a light green, and when I hover over it I can see that the green section is what I paid for. So because I gave Facebook in this case 20 dollars, it got in front of more people. If I hadn’t given them 20 dollars it only would have reached 171 people, and if you click on this little area here, you can find out a bit more about what they actually did. So 12 people engaged, they liked the post page, I can see if they clicked on the link and so on, but here is the dirty little secret. I would suggest you never boost posts from the page, and here’s why: you can’t rename them once you’ve created them, you cannot track conversions, you can’t target beyond a single country. Remember here when we go to boost a post the only targeting we can do is this, is to people who liked, their friends, and that’s it. There are no other options that you can do essentially. So instead you want to do it from the ad manager. So we’ll go back here. Remember I said I wanted to promote a post from my page, it says,”Do you want more page likes or do you want to promote a post?” Find the post that want to promote. So it’s this one right here. So Facebook will, by default, create two ads for you. One is an ad that’s going to go into the news feed, and the other looks like this and maybe you have seen these before. They’re sponsored stories, they’re kind of referrals. It’s a friend of someone who was targeted by your ad. Either likes that ad, likes that post or commented on it, and it will show that to their friends. Experiment with both, I prefer my budget to actually go all toward the actual ad itself but people have different ways of doing it. Okay so now we’ve said to Facebook, okay I want to promote a post, and this is the post I want to promote. Now here is why you should do it here and not on your page. Remember when you do it on your Facebook brand page all you can target are people who like your page and their friends. That’s it, you can’t target by age or anything. Where is in the kind of work that I do, especially this swarm methodology about responding to negative comments. You know your average 14 year old is probably not gonna care about that, so I don’t want to spend my ad money reaching them. So I’m going to say I only want people that are 20 years old, to lets say 55. And its already the country that I’m in as people. So I’m gonna say I want it to be in front of people in the United States, in the United Kingdom, and so on. So we’re reaching a lot of people 166 million people. So lets refine that down a little bit. Remember, the kind of business that I want to generate, the kind of people that I want are people who are interested in my business. I don’t want target 166 million because the vast majority of those couldn’t care less about my strategy for social media negative response right? I wanna target people who are interested in that already, because that’s where my ad money will go. So that’s where you put in these precise interests. Facebook will want, sometimes these broad categories where you can say I want to target people who are interested in food and dining. Watch this number drop down right, or I want to target people who are interested in news or under family status, I want to do people who are expecting parents, or have been engaged for 6 months, or who have moved recently. You can even target by people, where is that one, down, somwhere in here you can target by if they recently moved, this would be good for a realtor. To target, if they recently moved and are looking for a house. But that’s just very general stuff, I want even more precise. So you go up to here to here to precise targets and you start typing in the kind of people you want to reach, right. So I want to reach people who are interested in digital marketing. So I’m going to start typing digital marketing and as I type it’s going to give me some suggestions. So notice that its found two areas of digital marketing. Its found this one which is under the heading topics, and it has a pound symbol in front of it, and its found this one. What’s the difference? Under precise interests the ones without the hashtag in front of it under precise interests these are people who like pages that are named that. So if I want to reach people, who actually already have clicked like on the Pepsi brand page, I go down here and I click there. So now I’m targeting people who have clicked like on the Pepsi brand page. So similarly, there happens to be a page called digital marketing out there, so obviously I want to reach those people, so I will select that. But you saw a digital marketing up there remember? It’s this one here under topics and see it’s significantly bigger. Right now digital marketing by itself people who like that page is only 3000 people again who reached the sort of the market, but here it’s going to reach 5.3 million. What is this page? It’s not a page at all. In fact this is just people talking about that topic. Just people talking about it. So when I hit it it’s gonna give me significantly more people. See now we’re almost a million people. Now how does it know whether you’re talking about it? Because obviously Facebook has all of your content, so if you mention digital marketing on your Facebook to your friends so you’re sending messages back and forth, you’re chatting about marketing, it will show up, my buddy is broke, but he does a lot of great around his Facebook as well, if I want to I can target people who like his page by typing in his name ????? ???? ???? ??? ???? ???? ???? ???? liked your page by themselves, and that’s really good. You don’t necessarily want to spam people. So you can do that. Lets take out all of these things and we’ll add a few more countries in. By the way sometimes I get asked, is it possible to target the whole world, and sadly no it is not. You have to go country by country. Believe it or not. So you add some countries that are there. Another way to figure out the kind of people, the countries that people come from that like your page, is to go up to your page insights on your brand page and click on people, and see what countries they’re from. So I’ve got a lot of people from Egypt and India and Brazil, so I want to make sure I get those people too so, India, Brazil, and so on. And the age range, this will require an exact match. If you do that it will get people who are exactly between 20 and 55 to the day. If you turn this off it’ll give you a couple weeks age bracket on either side. So people who are a couple of weeks before their 20th birthday and a couple weeks after their 56th birthday, it’ll include those people as well. You can target by gender. I only want men to see this particular ad for instance, but here is a way to target just your fans. Put all the countries in, restrict the age to whatever you think is appropriate, or leave it open, if you’re a big brand and now, only people connected to my page. That will reach only my fans, which is really cool, it’s a great way of doing it. Or you can do the opposite, you can say only people that are not fans of mine. So this would be a great way of, if you’ve got an ad that says come like my page you want this one, right. You want people that don’t already like your page. There’s no sense placing an ad that says come like my page to people who already like your page. In this case I want that ad to go just to people… Remember just to back up, we’re promoting a specific post, we’re promoting this post, and I want people from these countries and you can layer this on, from these countries, who like digital marketing. And as you add this, you’ll notice that Facebook says, “Oh you know what if you like digital marketing you might like online advertising, you want to get those people too?” So you say yes, and then Facebook says,”Oh look you’r interested in my suggestions, well what about these?” Sure, yeah I want those people as well. I want engagement marketing, I want people, no I don’t care about that, I want new media marketing, paper click, so you can kind of add stuff there. So you can see the flow here right? I’ve created an ad. I’ve promoted this post. It’s going to people in these countries, who are adults under the age of 55, any gender, who like these topics, and who are already connected to me. Believe or not, you can get even more targeted, click this see advanced targeting options, and you can see people who are interested in a particular gender, so if you wanted to target gay men. You would say I want their gender to be male and they have to be interested in men. Now notice whats happened here is that we’ve reached too small of an audience so Facebook is becoming a little bit less reliable so we’ll say okay all. And you can say speak specific languages, what’s their education level? Where do they work? They have to work at IBM for instance or whatever, and now it’s going to do the same thing. Right, it’s too small. Because we’re asking for people from these countries of this age who are male, who like these things, who work at IBM, and who like my page. So we’ll back this out a little bit. So now we’ve set up the targeting. Actually I want to get more people in here, so I’m going to make sure that it’s any gender. And, I’m going to take them no matter what they like. So that’s basically any adults who are connected to me in those countries. So that’s the second phase right. Again the first phase is to do what are you trying to do. We’re trying to advertise this post. I deleted the sponsored story. Phase 2: Who do you want it to go to? So we’ve completed that. And Phase 3: How much do you want to spend? So this is where, remember back to this sort of campaign, and ad The very first time, lets just go back to this little chart here so you can see. The very first time you create an ad, it’s going to create the campaign for you. You don’t have to actually first create a place holder campaign and then start populating it with ads. The way you create a campaign is you just simply create the first ad for it. So that’s what we’ve done here. We’ve created the ad. Facebook will give it a name unto itself. I suggest you rename this to something that makes more sense for you. So this would be, to my fans 20 to 55 and most countries. It’s a little bit easier to target that way. And then you say how much you want to spend. So you can say I want it to be every day a certain amount. If you only want to spend a dollar per day you can do that. And that’s the one dollar trick. Remember I said that when you go to your Facebook page, and you post on your Facebook brand page, even though, lets just go back to my page here, even though I’ve got 2800 people who like my page right now. Only a few number of people are seeing you. So what I’ve done here is created this post that goes to all of my fans. But now instead of actually saying I just want this one. I want to check this one off, keep my ad up to date by automatically promoting my most recent post. So every time I create a post on my Facebook brand page it will automatically create an ad for it, and get it in front of more people, and on average, now lots of people teach this trick, Matt Astifan who is from webfriendly.ca. I totally recommend you follow Matt he is a pro in this stuff as well. He recommended this as well, I’ve seen a couple of other people suggest this, and they believe, although I haven’t proven it myself. They believe that the average C.P.M. or the average cost to reach a thousand people is about 25 cents. So in other words if you spend 4 times that much, so instead of 25 cents, a dollar, you’ll reach instead of 1000 people you reach 4000 people. So if you do a dollar per day just to your fans, theoretically you’ll reach most of your fans. Doesn’t always work. But most of your fans. So that’s one way of doing it, you can also do up to a 1000 dollars a day. Now remember this is not going to necessarily bill you a 1000 dollars a day because in this case, you know I’m reaching 1800 people. It’s a fairly small audience I’m not going to get to that much, so that’s just your upper limit, or you can say I have a lifetime budget. So I want to spend up to 350 dollars. Keep running the ads forever until I’ve reached that money and then shut off my ad. You can say I want it to start on a particular day and end on a particular day. This is good, lets say you have a contest that ends on August the 5th at midnight. So you would say I don’t my ads to run any later than that time. Turn the ads off aftwerwards, very helpful. You can, remember back to conversion tracking I mentioned before. Lets go back to this little chart here. Zoom past all of these. So remember this little green arrow when someone purchases something it sends a signal back to your campaign that says yes they bought it. This is where you set that up, under conversion tracking, and we don’t have a ton of time to go into conversion tracking here. I’m going to tell you at the end of this about my Facebook summer school, where we cover all of that, and a whole bunch of other really good details, but that’s where you set that up, and then you just hit place order. If you want to you can change the pricing, you can say I want to pay by click, I want to pay by impressions. In Facebook summer school we talk all about the bidding process. How bidding works, how the auction process, really help you minimize your price, extend your budget, and then you hit place order. Now this is where Facebook was crapping out on me during the thing, okay so it’s working now. So Facebook has created the ad. So the page right here that we’re on is the campaign. And then here is the ad that we created in it. And if you look here is a little preview of it. And it tells us a little bit about it. So lets say that I decide I wanted to split test this. Alright, and I think, you know instead of targeting people that are between 20 and 55, I want to do them by young people and then old people and by gender. So just before we get there, see this little symbol, it means it’s pending reviewing. Whenever you create your first ad, or create an add, it goes into a review queue, and someone on Facebook comes along and reviews it, an actual human being, and it makes sure that you’re not advertising porn, and that your ad doesn’t have more than 20 percent text in it. That’s really important to know, if it has more than 20 percent text in any image, they will reject your ad. Now take a look at this, see my little logo up here in the screen, that’s not 20 percent. So this one should be approved. The way to test it and actually let me show you a campaign, where they disapproved it for mine, is I ran an ad for Facebook summer school, and in it I put a certificate. So lets see there it is, and Facebook denied, because take a look at the size of the text here. There is a lot more let me zoom in here. There’s a lot of text in there, much more than 20 percent and so Facebook said uses too much text in the image, so it got declined. You can eyeball it, is one way of looking at it, but a better way is to use their grid tool. To do it just google Facebook ad 20 percent grid something like that. You’ll get a help page and on it you’ll see a link to the grid tool, so click that. Now it doesn’t any instructions on this page so it’s a bit deceiving. Then click choose file now this is the image that you want your ad to have. Just to double check that it doesn’t have more than 20 percent text in it and give it that particular image. In this case I’m gonna give it an image of a gift card and see it loads it up into a grid, and it says click on all of the boxes that have text in it. So this has text in it. I don’t think that really does. This is text, this is text, yeah that’s kind of some text too. I wouldn’t qualify that, but we’re over our limit. So we would have to come up with a different image. So that’s one way that Facebook will do that. So here is the campaign it hasn’t started running yet because it still says pending review. During the day they’re usually pretty quick. In fact during this webinar, this video we actually see them approve it. You’ll get a little notification, but look at the ad name it created. Just like it guessed a creating at your campaign name, it does a really bad job of trying to figure it out. This is the actually ad id or the post id. But remember what we actually promoted, if we go into it. So click edit so that we can go back into this ad, is we’ve said I want to promote the most recent post. That’s really what we want to call it, and we’ve kind of done this. To my fans and so we’ll just say most recent post. Anytime you do any editing except for the name of it, it goes back in to the queue for review. So I mentioned split testing before here is how this works right now we’re targeting the ages 20 to 55. Lets change that, lets go to edit, and we’ll go back down to the targeting, and we’ll say 20 to 40 the targeting, and we’ll say 20 to 40, 20 to 39 that’s all we want to change. Notice we’ve cut the audience roughly in half, which is what you’d expect for cutting the age in half. So now we’ve changed So now we’ve changed that ad so now its 20 to 39, but we still want the 40 to 55. So you go down here to create a similar ad. It’s going to load the exact same ad up again. Exactly the same targeting, and this time you just go over here, and you say I want to change this one to 40 to whatever you want. 58. Place order. So now we’ll end up with two ads. And the second one it’ll give it a bad name as well. Actually it’ll just copy the name essentially. See what its done here, is we’ve got I remember I mentioned create sponsored stories, I don’t really like this. So we’ll go down here, and we’ll say delete that particular ad, the sponsored story. So here’s the most recent post, and here is its guessing at the name, again poorly, and it has guessed post engagement ad, and so we can see here when you click on it it expands it out. So this particular ad is 40 to 58. So I’ll come up here and click edit and I’ll just call this 40 to 58. Close it, open this one, this one is 20 to 39. And we’ll click the pencil there and we’ll say 20 to 39. Ta-da! So, now why do we do that? It’s because once this gets approved, which it will hopefully shortly. As these numbers start to trickle in we’ll be able to see which one is costing us less and getting us more business. Which is really important to do. So let me show you through a couple of these other ads that I’ve created, mostly to show off, crazy ads is one. Just to show you the kind of targeting that you can do. I targeted people who live in the United Kingdom who are 55 or older, who are woman, who like the page called Chuck Norris and are in the broad category, meaning its just sort of a broad category. The broad category that I selected was parents. So it should list it here if they were smart, but Facebook hasn’t quite gotten around to all of it yet so, it just is the broad category, what it means in this particular thing I said parents. So they have to be a grandmother right a parent, age 55, women who like Chuck Norris, and there is only 160 people actually that’s a lot of people in the U.K. that are grannies who like Chuck Norris, and here is the ad I created for them. What is a nice grandmother doing liking Chuck Norris. Shame on you, shame, and here are the results from it, now it reached 77 people. So of the 160 that fit into this category, 77 saw it. They saw it an average of 15 times each, because it’s quite a small group. Right, and now we cover bidding and placing ads and pricing in summer school, I’ll tell you about summer school in a moment. But essentially the more targeted, this is very brief, but the more targeted your audience the more you’re gonna pay, and the more people the more you’re gonna pay. So there are not that many people who are targeting grannies. So of these 77 people each of these people saw this ad an average of 15 times. I got 5 clicked the ad and 3 of them who liked my page. I don’t know why they wanted to like my page but they did. So this gives me a click through rate of about half of one percent which is not bad and the average price was 83 cents for every 1000 people. Which brings me to a total cost per like of, because I spent 97 cents in total, and I got 3 likes, so you divide 97 by 3 and my cost per like is 32 cents. Now on other ads which are a lot more targeted, my cost per like could be up past, you know up past 2 dollars per click. So that’s one that I did. I did another one targeting men in their 40s and 50s who are male, who are interested in other men, so gay men, who like fashion and who live in the U.S. Hey middle aged gay American guy who could probably dress a little better and i got, that reached a potential of 240 people 98 of them saw an average of 7.4 times 4 of them clicked, none of them like my page, no surprise. I did another one here, for people who are women who are in Alberta, in their 20s, who like bracelets, who are single, and who are gay. So I said hello single, lesbian woman in their 20s, in Alberta who likes bracelets, but notice it wasn’t approved. Why wasn’t it approved? Because I ran afoul of one of Facebook’s many many guidelines, which is don’t promote a dating service with a sexual emphasis, so you can’t advertise dating services specifically for gay people. So I would have to had to revise this, so this ad never got out. Now you can appeal it by the way, if you think that it’s unfair you can appeal, you click on the little help link that it gives you. This is a great read by the way, the dating rules and it says,”If you think that it was compliant and not properly approved, click contact us”, and then you’ve got to sort of fill in this form. Essentially, but the form is quite helpful, and you do get an answer within a minute or two, sorry a minute or two, within a day or two, and they either or explain what was wrong with it, and what wasn’t wrong with it, and so on. So that is that. So again remember don’t boost posts from the page. Because there is a lot you cannot do, right. Remember how I clicked rename? On those, and I made them named things that made sense. You can’t track conversions, the only targeting you can do is by country. So you’ll get everyone and their friends who likes anything even if they don’t like your business that your in, and you cannot multi-variat test, you can’t create a similar ad. Similarly you will find on your Facebook brand page that Facebook is always trying to prompt you for this area right here, create an ad. Which basically, it’s sometimes called boost page, basically it means I want to get more likes, and it’s the same kind of thing, when you hit it it’s a shortcut, it’s a quick and easy way of doing it. You create an ad, you say how much money you want to give them per day, but again, the only targeting you can do is geographic targeting. The business that I’m in is consulting around digital marketing, and I give keynote speeches on the topics, so who do I want to reach? I don’t want just average people, any old person to like my page, because then when I want to advertise to them it’s going to cost me money to reach people who don’t really necessarily care. I want people to like my page who are interested in the topics that I sell. So we’ll do the same thing. We’ll create a new campaign. Now remember the previous campaign’s goal was to, lets go back the little grid here, we created a campaign and the goal was to promote the most recent post, and then we created different versions of it, right, for different ages. So that was one ad campaign, that’s up and running. Now I’m gonna create another ad but this campaign is a different goal. This campaign’s goal isn’t to promote a specific post, it’s to promote my whole page and get likes. So here is what we do. Create an ad Again what do we want? We want it for this particular page. What do you want to do? I want to get more likes. Now before we clicked this one. When you click you know you get a different thing, but here we want to get more likes and then create whatever you want. You know, you get to create your headline here digital marketing. Let me zoom this up a little here so you can see it. Digital marketing tips daily Click like if you want to market mo mo better, or whatever you want to put in there. And then you can suggest where you want people to land so when they actually land on your page, you can send them to any of these tabs, and notice on my Facebook brand page, I’ve got a number of these tabs, I’ve got the tab talking about summer school, winning a full review, I’ve also got tabs for conference planners, my website. So you can actually send them to a specific tab. Back in the day when Facebook had the previous version of brand pages. You could do this without buying an ad, here you can only do it with an ad, so, but this is fine. I only wanted this particular one. I can change this image that it’s gonna be by uploading it, and once you’ve uploaded it, it puts it in a library. A lot of people don’t even know this but if you click choose from library, you’ll get all the images you’ve uploaded in the past. So lets say that I want this one. So it puts that image in, notice it has changed the image there. And again it’s gonna create a sponsored story. Sure lets leave this story out, because notice how the sponsored story is different. Instead of it saying Jane Smith likes a particular post, it says Jane Smith likes Tod Maffin and you’ve seen this before. So if you want to remove this you can click remove. So here is again the targeting of this particular ad. Now before we were targeting people to reach a particular post. Its the same thing here. I want to target people who I want people to like my page who are likely to have purchased something from me in the past. So lets actually go to a real world one that I did and you can see how that plays out. So I’ve got an ad campaign running right now that is called, Get More Page Likes, and I created this a couple of days ago. Then we’ll open it up, and this is what ad looks like, I put .com so they can type that in. As soon as they click that’s where it costs money but take a look at this I’ve got it right now for people who are 20 to 45 who are women, because I like to split test by gender and who like any of these. So people who like Maury Smith, who is a great expert in Facebook marketing, who like Chris Brogen, who are members of, or at least like these pages, who are talking about this. Who like my agency, who are talking about this agency, an so on, and most importantly who are not already connected to me. And you can see what it looks like by sort of a preview, if you notice here underneath each ad you can see what it would look like in the news feed, so I’ll click, and that’s what it would look like in the news feed, that’s just a demo, or you can see what it would like up here as an ad. So it gives you kind of a sense of what they would look like and that’s it, and then you go off an running, and you get some pretty good stats. So so far I have spent 31 dollars on this campaign and I’ve gotten 31 likes out of it. It has reached 4700 people almost 4800 people, people have seen it an average of 1.8 times. My cost per like is about a dollar that’s not bad, it’s not great, but it’s not bad, but at least the people I’m paying to target to like my page are the people that I care about. Are the people who are likely going to be interested in topics like that. So that’s basically it. There’s all sorts of other stuff of course under reports in summer school we get into conversion tracking which is really, really important to do that, and let me just talk briefly about that as well. The Facebook summer school I do every year I do a summer school, and this particular one is gonna be on an advertising program. So what you just saw is basically all the what you’ve been watching here, this video, it is a shortened version so, it essentially it takes place in 2013 depending on when you’re watching, it may be over already. So it’s six live modules, so I sit in front of the computer, you’re with me live, you can do it from your home or from your office it’s every Tuesday and Thursday at 10 in the morning but don’t worry if you can’t be there for some of them or all of them, you will get a link to watch the videos as you’re doing right now I’ll have full audio versions as well, so if you want to listen it instead, or if you want to just listen in your car. You will get an mp3 version, if you’re the kind of person who likes to listen to this kind of learning or likes to read about you will get pdf versions, you will get a Kindle book of each lesson, of each module, and a private Facebook group just for people who are in the program, with a live 90 minute q and a following, and here is what we talk about. How to advertise for free which is really good, plus my secret post that gets amazing engagement, you don’t want to do it too often though. I’ll give you that secret. You know I mentioned briefly why you shouldn’t boost posts but we’ll get into the S.T.I.R. method, the method of doing it the right way, we didn’t have time to cover it here. A proper way will drive your cost way down. A fully R.O.I. tracked campaign we’ll talk a little bit about what happens when things go wrong. Making sure you don’t break the rules and a step by step walkthrough of an R.O.I. track, that means we’ll talk about conversion tracking as well in detail. On the 15th we talk about extending your budget. So in detail about how bidding works. I talked about it very briefly but we’ll go into much more detail so you understand it. That’s really important to understand and all sorts of stuff on the 20th, advanced stuff, you know I didn’t even get a chance to talk about custom audiences or domain sponsored stories. Custom audiences is amazing where you can upload your company’s email newsletter list and you can target people, who on Facebook right, you can target ads in their Facebook news stream even if they don’t like your page but they’re members of your e-mail newsletter list. We have an extended q and a session on the 22nd where I will answer every single question. Usually this is 197, but until this Friday its 147 only and you can go to FacebookSummerSchool.com if you want to be certified at the end there’s a brief exam at the end and you will get this certification, certificate of completion. And even if you sign up at FacebookSummerSchool.com and you don’t like or you learn nothing, I will give you all your money back, there is no risk involved at all. So I hope you join me FacebookSummerSchool.com sign up, take it, see if you get some value out of it, if you don’t get any value out of it, and remember you can watch them any time I will give you all your money back. Easy as that. A couple of other great resources for you, the Facebook ad glossary is a great tool to learn all sorts of terms. And also if you run into problems, feel free to ask me on the Facebook wall but there is a great forum as well, which is j.mp/FBadhelp and FB is capitalized and you can go in and ask questions of other experts of how you can you know, I trying to run this campaign but it got refused and I don’t know how, that sort of thing works really well, and every month I draw someone from this contest that I run at j.mp/winfreeconsulation Every month I draw a winner, and I review their brand page, and if you’d like to be considered for just go to j.mp/winfreeconsultation and that’s it. I hope you learned a lot on this Facebook webinar. Please do join me on FacebookSummerSchool.com and I’ll see you again soon. Bi for now.

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