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Facebook Ads For Clickfunnels Online Courses (Part 1 of 3)

Facebook Ads For Clickfunnels Online Courses (Part 1 of 3)


Do you want to be able to use Facebook
ads to sell your online course? maybe you’ve tried to use Facebook Ads and
you’ve lost money well in this series of posts I’m gonna explain how you can use
Facebook Ads profitably and safely to scale up your online course sales my
name is Steve O’Conner I’m from 10000MEMBERS.com and it’s all about how to
create your own online course and create a passive income for yourself online
okay so if you’ve ever tried to use Facebook Ads online before you’ll know
that it’s difficult and it can be awkward to get the data if you don’t
know what you’re doing so this is a three-part series of posts all about how
you can create profitable advertising on Facebook so there’s a few main parts
which seem obvious and but they can be difficult to implement if you don’t know
what you’re doing with Facebook ads and especially we’re getting the data okay
so essentially what you’re gonna learn here is you know how to figure out which
audiences are working which ads and headlines are working and then how to
scale up your ad spend with that risk okay so let’s get into the nitty-gritty
the first part is the pixels and the setting up and your conversion tracking
so if you don’t have a Facebook Ads account already then the first thing you
need is a business page so you can easily create a business page you go
onto Facebook calm and just select that you want to create a business business
page now once you’ve got your business page you just go to facebook.com/adsmanager there you can have a look around I’m not
going to get into very much detail on the basics but Facebook ads are
structured in three levels so you’ve got campaigns at the top which deals with
the overall objectives then you’ve got ad sets which deal with the audiences
and the budgets and the optimizations and then you’ve got ads which is
essentially a creative and that’s the interface with the audience the ads are
basically your image your videos and your text now the first thing you have
to do is get your pixel code so once you’re inside Facebook Ads manager just
click on the drop-down at the top and on the top left the main dropped in and
click on pixels and then follow the instructions there to create your pixel
and copy your code and paste it into notepad okay and then a pixel basically
tracks any facebook users on your website or on your phone attracts what
they’re doing that allows you to remarket to them and allows you to see
what what kind of things are happening on your site okay so I’m gonna say save
it on a notepad or save it on some file that you can access easily because
there’s a bunch of codes that you need to copy and paste including your
conversion tracking codes in your pixel so after you’ve created your pixel code
you want to grab your conversion codes okay so the following five codes are the
main key metrics do you want to track so the first thing is your purchase code so
you want to get that second thing is you generate lead code then your complete
registration code and the fourth thing is your view content code and then last
your Add to Cart code and you want to get all of those codes and paste them
into your notepad or some file you can easily access and then the next thing
you want to do is add them to your funnels in the right places so if you’ve
set up your webinar funnel on your launch phone inside click funnels then
you have to go to the webinar funnel and your launch funnel and the settings of
each of those you want to paste in your pixel code into the head tracking
section so you go to the main phone like your webinar funnel for example and you
open up your settings and you click inside the head tracking code box and
you paste in there your pixel code now if your conversion tracking codes you’re
gonna put them inside the steps so for example inside the thank-you page of a
purchase so after somebody has created their account or bought your course and
inside that step you want to open up that step edit the settings go up to the
top click on settings and click inside the section where you you can put in the
tracking codes and go into the footer tracking code and that’s where you’ll
paste in your conversion tracking code so for example in your thank-you page
after the purchase you’re gonna add in your purchase tracking code and so it’s
going to be inside the footer tracking code section inside the settings inside
the track section okay now what you can do is go
to 10,000 members comm /y ads and you can see the walkthrough of all this now
the next thing you’re gonna look at is your reporting columns and the four
stages and your naming conventions so we’re going to create your Facebook Ads
in four stages it’s going to be more or less cold testing code conversion warm
and hot place your cold testing is where you’re just testing the audiences you’re
seeing what responds the best and then you’re testing your ads and your
headlines and your images and your videos and you’re seeing what that’s the
most response and then what you can do is you can graduate the best audiences
and the best ads up to your code conversion we are actually trying to
convert cold audiences because what you found is that certain audiences have a
very click-through rate and certainly images and certain headlines are working
better so then at that stage you can actually try to convert those audiences
with those headlines and with those images now the next thing is your warm
audiences and your heart audiences or your warm campaigns hot campaigns so
warm as anybody who’s interacted with you on Facebook but hasn’t been to your
website or your funnels and then hot campaign is for people who’ve actually
been to your site be to your funnels but haven’t actually bought yet so the first
thing we want to do is set up a report and columns inside Facebook because it’s
important to be able to get the right reporting data when we need it okay so
what we’re gonna do is we’re gonna create our own custom reporting sheet
and with the main things we need so you go into your ads manager campaigns tab
okay and on the columns drop-down you click on customer customize columns okay
now what you do then is you delete all of the metrics and you add in the
relevant ones and there’s a bad thirty of them here and I’ll just quickly go
through them so you’ve got amount spent – budget,
– website purchases,
– cost per website purchase, – website purchase ROAS, – impressions,
– frequency,- CTR, – outbound CTR – CPM,
– CPC (Link), – Link Clicks, – Outbound Clicks,
– Landing Page Views,
– Website content views, – website adds to cart,
– view cart page,
– website checkouts initiated,
– website adds of payment info, – Video Watches at 25%/50%/75%/95%,
– 10-Second Video Views, – Video average watch time,
– video percentage watched,
– cost per 10-second view, – Relevance Score,
– Website leads,
– website registrations completed, – post engagement,
– cost per post engagement,
I know that’s quite a lot to think about at one time but if you go to the website
if you go to 10,000 members com forward slash ads and just look at the second
video there it’ll walk you through all of the different things you need to add
into your reporting columns okay now click Save beside that and get saved up
as main KPIs and set as your default reporting so that when you go into your
reporting all of those columns will load straight away okay now if essentially
we’ve got four campaigns your cold testing code conversion warm and hot
okay now in your code testing and cold conversion it’s it’s everybody that
you’re initially targeting so you’re gonna be targeting you’re gonna create a
bunch of audiences like five to ten audiences and you’re gonna be targeting
people that you think are gonna be likely to click your ads and you’re
gonna break them up into different segments and you’re gonna find which
segments are responding the best okay then you’re gonna once you’ve found
which segments and which headlines are working you’re going to graduate them to
call conversion and you’re actually gonna try and convert some of those
audiences directly from your ads okay then after that you’re gonna look at
warm audiences those people that have interacted with you on Facebook and they
all need different messages and different kind of style to get them to
kind of convert alright and so for example with cold audiences you’re gonna
grab their attention and give them value warm audiences you’re gonna try and
convince them and then we’re hot audiences you want to show proof of
Authority and things like that okay so let’s just understand those exact
objectives of each campaign so the first things are called testing audience so
these are people that have never seen you never heard of you before and what
you want to really do is grab their attention and you want to give them
value okay so you want to create a positive experience and you want to get
their attention so at this stage you just want engagement you want people to
click like or click view something like that and just figure out which audiences
are working so the fundamental objective your cold test
campaign to grab attention and give value then your coal conversion campaign
you’ll also want to grab attention and give value because these people have not
heard of you either but they’re within certain segments that you know are
responding well okay so at that stage the conversion the cold conversion
campaign you actually want to get them to visit your opt-in page for your
launch or for your webinar and get them to opt-in
after the warm campaigns and these are people have interacted with you on
Facebook but haven’t gone to your website haven’t thought it was worth
clicking on your ad for whatever reason haven’t gone to your page and these
people you want to get them to your webinar your launch so you need to
convince them that they need your solution so you still haven’t been on
your site so in that sense you want to focus on the customer benefits you want
to focus on the product benefits and you can show some testimonials and things
like that now for the hot people hot campaign
these are people have been on tier so on tier phones but they haven’t converted
for whatever reason now that’s for them you want to get them over the line so
you want to portray your proof of authority your fear of missing out and
you want to emphasize the benefits and accentuate amplify the the benefits the
fear of missing out and the scarcity and that kind of thing now the naming
conventions within your campaigns so if you’ve ever run Facebook ads before you
know that it can get out of hand really quickly you can have loads and loads of
campaigns and kind of loads and loads of ad sets and loads and loads of ads and
it’s difficult to tell what’s going on so it’s important to have some put a
naming convention in your campaigns and that’s basically a pre agreed set of
rules as to how do you name your campaigns and your ad sets and your ads
so that you can track which are which and which are working okay so we’ve got
some simple rules here the first one is for your campaigns so for Co testing you
can call them number one called conversion number two for war number
three and four hot number four okay and then what we’re going to is gonna
name the objective in the campaign we’re gonna name the project and we’re going
to name the region okay now for ad sets we do almost the same thing so if we add
on the target audience code so for example if my target audience code was
and Gary Vaynerchuk who might be GV add that on at the end so
again if you go to 10,000 members calm forward-slash adds you’re gonna be able
to import the campaigns so I don’t know if you know this but answer on your
Facebook ad so you can actually import campaigns from a CSV file so we’ll give
you a CSV file so you can import campaigns into your Facebook Ads account
with the perfect structure and some good naming conventions as well okay now for
ads you can you can follow a simple convention as well if you want and I
like to think about the themes the tones and the types of ads but we’ll get into
that and the next post and for this post we’re not gonna deal with the ads and
the creative yet okay now the next thing you want to think about is your ad sets
okay so for your ad sets there’s these different kind of characteristics of
your ad sets and and they will have different your ad sets will have
different characteristics depending on what campaign they’re in okay so you’ve
got these formats or what type formats your ads are your audiences your
placements so we’re on Facebook to this show and the destinations where the ads
bringing people the optimizations what are you trying to get Facebook help you
do and do you want that get Facebook to help you get opt-ins or get sales or you
know just get clicks or video views whatever it is and then you’re creative
so what kind of creative to use now I’ve got a little acronym for this fab doc
format audiences placements destinations optimizations are creative okay and the
fat doc needed for each of these four different campaign levels and I’m just
gonna run through them here quickly okay so let’s just go through them here for
audiences and placements first okay so the audiences and your cold testing
audiences what you’re gonna do is you’re gonna find broad interests so maybe
influencers within your industry and for example in internet marketing you might
focus on you know Gary Vaynerchuk Russell Brunson I’m not entirely sure
who else you might want to focus on this but you want to create about five to ten
different audiences depending on your budget in the beginning to test what
kind of audiences are getting the most traction with your ads okay now the next
thing you can look at for your cold testing audiences you can create
look-alikes so if you’ve got a lot of pixel data
you’ve had a lot of traffic to your website we’ve got a big email list you
can you can use that pixel data to create and look alike so for example
what a one percent look-alike on Facebook is one percent of all the
people on Facebook within the region you’re targeting one percent of all the
people that are most like most similar to your audience and based on a number
of factors that Facebook has so Facebook has all this data about all these
different people and it can find the one percent of people that are most similar
to that audience so the audience from your pixel so people have been to your
website or the audience from your email list okay so if you’ve got if you’ve got
a massive email list of like a hundred thousand people that have bought from
you before and to find the one percent of people on Facebook who are most
similar to that buying audience would be a really really great audience and most
people don’t have a list of a hundred thousand buyers however you know if you
have a decent significant pixel or you have decent significant email lists you
can create look-alikes and that can form part of your code testing audience okay
now your call conversion audiences they’re going to be people that have won
in your cold testing so you’re gonna gonna try and pick winners from your
cold testing so let’s say you have ten audiences and let’s say the audience
with Gary Vaynerchuk with interest in Gary Vaynerchuk let’s say they have the
highest click-through rate so you’re gonna pick them as your you’re gonna
graduate them into your code conversion you’re gonna try and convert some of
those audiences okay for your warm campaign audiences you want to find
different segments of people that have you know interacted with you on Facebook
but haven’t been to your website so Kobe people have viewed your video ads people
that clicked on your ads liked your page or engaged in any way now your heart
campaign audiences again you’re gonna look at people in different sections so
people who’ve been on your cart page your sales page and your webinar your
launch pages and your webinar opt-in page with rollin top ten page and and
you can easily do that by using your pixel on your on your site and then
creating audiences based off that pixel okay to think about placement so this is
where to your ads show up on Facebook for your cold testing audiences you’re
just gonna use Facebook and Instagram or desktop and mobile okay cuz it’s it’s
the easiest to track and see it’s the most basic type of our
formats are sorry placement so facebook also has you know automatic placements
got weird in wonderful places the Facebook can show your ads and it can
use its algorithm and optimize basically where your ads are getting the most
traction so for the beginning for your contesting audiences you’re just gonna
use Facebook and Instagram desktop and mobile for your warm hot and your cold
conversion campaigns you’re going to use automatic placements okay so the next
thing is your formats and your optimizations okay so formats is
basically what type of ads are you going to show now it’s been shown recently
that the best type of formats for your ads it’s basically short videos so it
could be below 15 seconds or above and slideshows and carousels so that’s going
to apply for everything so for your cold warm and your heart audiences you’re
gonna show all three of those slideshows sorry yes slideshows short videos and
carousel ads now for your warm campaigns you also can show collection ads and for
your hot campaigns you can also show static ads okay there for optimization
this is what we’re gonna ask Facebook to help us do so you’re gonna you’re gonna
set this in your campaign level so your optimization you’re gonna optimize for
cold testing you’re gonna optimize for a video view so sorry for you cold testing
campaigns you’re gonna optimize for video views for ten seconds and you’re
gonna also optimize for page post engagement for reach that’s gonna
maximize the amount of people that are engaging with your ads it’ll just give
you the best amount of data so if you’ve got videos then you’re gonna optimize
for video views for 10 seconds and if you’ve got a post
you’re gonna optimize for page post engagement for reach okay now if you’re
coal conversion campaigns you want optimize for landing page views okay so
wherever you’re sending the people to and now bear in mind the conversion
optimization is only gonna work inside Facebook if you have more than 50
conversions per week so if you’ve got very small and bulges for example you’re
not converting more than 50 landing page views per week then that’s not going to
you’re not gonna be able to optimize for that and that case you can just optimize
for reach try and reach as many people as you can
now if you’re warm at heart campaigns you want to optimize slightly
differently you want optimize for one-on-one or 7-day post click and view
and you also want to optimize for view content and Add to Cart now again if
your audience is for warm and hot are very small they just want to optimize
for impressions okay so the next thing you want to think about is your
destination and your creative if so for the cold testing campaigns you’ve really
got an old destination you’re just trying to engage you’re trying to get
page post engagement you’re trying to get video views so there’s no
destination there and therefore your hot warm and cold conversion and for Co
conversion you’re trying to get people to get to the landing page so that’s
your webinar opt-in your launch opt-in and for a warm and harsh you’re trying
to get people to the for the warm audiences again you’re trying to get
people to the landing page therefore the Hart audiences you might
be trying to get people to the sales page to the webinar replay page and to
the launch video pages and the various things you can use there okay so for
example if somebody has been hard the launch opt-in page they’ve opted in
they’ve been to launch video one and two you might be trying to send them back to
video 3 okay so if somebody has been on the webinar and you you know you’re
trying to advertise to them that’s part of your hard audience you want to send
them back into the webinar replay maybe okay
so bear in mind this is just an overview of what we’re talking about we’ll get
into the details of exactly how to do this stuff later now the next thing is
your creative okay so the creative for your cold audience is your cold
campaigns like I said before you want to grab attention and give value okay so
the creative for your warm campaigns like I said you want to convince them
that your solution is for them so you want to emphasize benefits and
testimonials and just convince people that this product is for them now your
creative for hot audiences you want to you know push them over the line so you
want to show proof of authority benefits of your products and the time scarcity
and any testimonials you can give okay so that’s
it now like I said before go to 10,000 members con forward slash ads and you
can see their walkthroughs after Facebook ad setup okay now the next
thing we’re going to talk about is setting up your cold testing audiences
okay so this is how you can create a good set of audiences for your initial
Facebook ads in your cold testing campaigns there’s three methods I’m
going to just a headline here and but bear in mind you want to create
audiences at the beginning with at least a million people in them okay so first
you’re gonna create some testing audiences to roll out your testing ads
to pay now I recommend just set up about ten five to ten audiences and put bear
in mind you’re gonna need to spend about ten dollars per day on these audiences
on each one and so depending on your budget you might want to set up five
audiences or ten or twenty whichever you think suits your budget so go into
audience insights and one do the pages you can add your page and then you can
click on the page likes on the right and I’ll show you what kind of pages your
audience likes and you can sort them by relevance and if you have enough fans
that’ll work if you don’t have enough fans that won’t work great but I can
give you an idea of what to use when you’re creating your audience and then
the next thing you can look into page affinities so go into some pages and
just like them and then see what suggestions Facebook offers you and then
just keep track of which pages to Facebook consistently offers you based
on the pages that you’re liking okay so that’s kind of what Facebook calls page
affinities now the next thing you can do is simply go to your fan pages and do
some good old Facebook fan stalking go through your Facebook fan pages and see
what my fuck what people they’re following and that kind of thing
somewhere between 25 or 30 is probably enough people to go and check out and
create the table of who they like and who they’re following and you might find
some pages that you didn’t think about and with big followings and you can use
that for your targeting the next thing is your audience insights from behaviors
and interests so this would be a really crucial one especially if you don’t have
much of but following or you don’t have very
many people liking your page and so on so what you can do is go into audience
insights click on the drop-down and click on audience insights and select
your desired location I’ll be interests and behaviors that correspond to what
you want from your audience now you’re gonna try and get an audience of better
million people plus you might need to combine various interests or various
behaviors and so try using other influencers in your markers as your
interest so for example with internet marketing like I was saying it could be
caring Vantage of kobe russell brunson but bear in mind if you’re using those
kind of things and like interests if it’s all lowercase so like for example
gave in with a lower g and the lower V not capitals and that’s not a confirmed
interest so what you want to do is you want to use capitalized interests so
capital G and capital V for a guy who venture that’ll be confirmed interest so
you’ll have more targeted audience from Facebook audience insights if you use
capitalized I don’t know words like that but that’s
the way it is okay so the next thing like I said already you can use
look-alikes and so if you have decent email list or decent pixel data and you
can create some good look like audiences and like I said already these
look-alikes are based on percentages so for example if you upload an email list
into Facebook you can search the 1% of people on Facebook that are most similar
and all kinds of different characteristics to down audience okay
now similar when you create an audience based on your pixel and you can create a
look-alike off that audience okay so like I said already if you go to 10,000
members com forward slash ads ad s I’ll give you waters of all these different
things okay so that’s the end of the first of these three posts all about how
to create Facebook Ads profitable safe Facebook ads for your online course okay
so you can learn how to scale up your ad spend without losing money and I hope
that’s useful for some of you and I look forward to seeing you in the next post
and talk to them you

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