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Facebook Ads In 2019 | How To Create Facebook Ads For Beginners

Facebook Ads In 2019 | How To Create Facebook Ads For Beginners


– Hey, what’s up guys, Klaus here, in this video I’m gonna
show just step by step a Facebook ads tutorial. I’m gonna show you
everything that I’ve learned about Facebook ads after managing over three million dollars
in Facebook ad spend for my clients. And more importantly, I’m gonna show you how you can go from
being a complete beginner with Facebook ads to an expert in this one single video. So sit back, take notes, and enjoy. So here’s some of the things that I’ll be covering in this video. The first phase is what I like to call the initial setup phase. We’re gonna set up everything for you to make sure that first of all your ad account doesn’t get disabled, and second of all that you’re able to create very, very profitable
Facebook advertising. It’s kind of the foundational phase and it’s very important
that you pay close attention to this because most
people, they don’t have these foundational things in place, and that is the number one reason why their Facebook advertising also fails. Next thing that I’m gonna talk about is kind of the overview of
the Facebook ads manager. So when you go in here
and you click on the menu, go all tools, you’re gonna see
all these different things, all these different sections, and most people have
no idea what they mean. So in this video, I’m
gonna explain step by step what each of these means and
also how you can best use them to your advantage. The next phase is the prelaunch phase, everything that you need to do before you launch your ads. And then the most exciting
part, in my opinion at least, is the launch, because
then you can finally launch your advertising, get
your message to the market, and see the results. And finally, since a lot of
people have been asking me what to do after you
launch your advertising, I also included this post-launch phase where I explain to you
exactly what you need to do after you launch your Facebook advertising and also how you can scale them to the next level, how
you can optimize them so you can make even more money. And this kind of cheat
sheet that I’ll be using for myself to make sure
that we stay on track, which honestly it’s gonna be
a lot of information here, this is gonna be a very long video, but I want you to pay close attention. I encourage you to watch the entire video, because this information can
truly change your business and your life forever. So with that said, let’s get started. So the first thing that you need to do is to set up your business manager. So there’s two ways to run
a Facebook advertising, the number one way and the way that I always recommend is
to create a business manager and then create your ad account under that business manager. The second way, which is the
way that I don’t recommend, is to have a personal ad account and then run your ads from there. So, every single person
who has a Facebook profile, they’re able to create a
personal ad account as well and then run their ads from there. The challenge with that, and the reason I don’t recommend that
is you can only have one personal ad account, and then if that gets
disabled, you’re screwed. So with business manager it
gives you more protection, because, first of all, Facebook
will treat you as a business but you’re also able to
create more ad accounts after you spend some
money on the first one. So creating a business
manager’s very easy, you just go to business.facebook.com, and then just create a
business manager there, it’s gonna give you instructions and then you just have
to put in your info. And then one thing I do
want to mention about that so that you’re aware of that is that first you have to create one ad
account on the business manager, and you have to spend some money first on that ad account. And then after you spend some money, typically you’re able to create like five more ad accounts, you have in total six ad accounts then, and that’s way better rather
than just having one ad account because what I’ve learned
is ad account gets disabled pretty easily, so you definitely want to have those extra ad accounts as backup, not to mention the fact that you’re able to share your audience information, all these different things like this data between your ad accounts, so that even makes that even more valuable to use the business manager. So that’s really everything when it comes to your business manager, let’s then talk about Pixels and how to actually set up your Faceobook Pixel. So essentially what a Facebook Pixel is, it’s a kinda tracking
code that you’d put in in your website, it’s gonna
then track the visitors, it’s gonna cookie the visitors and track based on the page visits or
based on just the custom code, there’s different ways to do it. So the first thing that you have to do when you get a new ad account is you have to create the Pixel first. So here I’ve already created it, so let’s just pretend that I haven’t. So I’m gonna go there
and click on the Pixel and then we’re gonna also set it up here. So I install the Pixel,
I’m gonna manual install the code yourself, and then
also one important thing I’ll mention is you want to go to automatic advanced matching, you want to turn on the
automatic advanced matching, and then you click on this
copy code to clipboard, and you’d go to your
landing page software. So it can be WordPress,
it can ClickFunnels, it can be Leadpages, it
can be a custom website, it doesn’t really matter honestly. Most of the setup is always the same, plus you maybe use Google Tag Manager if you’re a bit more advanced. So then you just go to edit page, and there’s different ways to set up, but this is the most
beginning friendly way and easiest for me to show you. So I don’t recommend setting
up here in the settings, what a lot of people, they suggest, so I’m gonna just show you here. I don’t recommend this, and
I’ve talked to ClickFunnels as well, they don’t recommend this either. So if you put it here,
it’s not gonna always track accurately, so instead
you should just put it in each of the pages of the funnel. So same thing kind of goes with Leadpages. With WordPress you can
just put it sitewide, but the important thing is you want to have this in all your funnel pages, literally in every single funnel page. So just put it in here
in your tracking code but like I said, I already
have this in place as well. So let’s just exit and
then let’s go back here. So that’s how you create your Pixel. Then let’s go into the
custom conversions here and let’s talk about the tracking, different tracking ways when it comes to Facebook advertising. So there’s two ways that
you can track Facebook ads inside the ads manager. Number one way, which
what I always recommend for my clients and also just
any people who follow my work is to use custom conversions, reason for that is it’s
a very beginner-friendly and it’s a very easy way to track. So how custom conversions work is they track your Facebook ad conversions based on the URL visit. So when a person hits a certain URL, it’s gonna trigger that
specific conversion. The second way is to use standard events, but honestly I don’t recommend them unless you’re doing Shopify dropshipping, you’re doing e-commerce,
because with Shopify, you’re just able to take the ID, the Pixel ID, put it in your site, and then it should track
the events automatically. And, yes, Shopify gives
you instruction as well, it’s very, very easy. So as you’re doing e-commerce, then I wouldn’t do standard events, I would do custom conversions, just because it’s so easy to set up. And I’m gonna show you how
to actually set up here. So I have some custom
conversions set up here already, but we can set up one more,
just kind of demonstrate to you how this works. So, first of all you have to make sure that your Pixel is firing,
so it’s showing up green, and then I’m gonna take this URL here. So what we’re gonna kinda track right now is we’re gonna track a
purchase for this course, actually my course. And then also one thing I want to mention is you want to have a custom conversion for each of the funnel steps. So this is for every single funnel step you want to have a custom conversion, but we’re not gonna do that right now, it’s gonna take a long time, so instead we’re just gonna
do one custom conversion just to demonstrate to
you how it actually works. So what you want to do is you just want to take this domain part here, you don’t want to take www,
you don’t want to take https, the reason for that is if
people just visited this then you also include this, then you’re gonna miss some people, right? So let’s just take this advertisement here and let’s name it purchase,
Purchase ABA 1 Pay, and then purchase, and
we can even add a value, so that will be 997, not euros but doesn’t really matter
here in this example. It’s identical, so we’ve
already created that, we created that here, ABA Purchase, but it’s not firing, so what we have to do is we have to refresh the page, so let’s just pretend we created that, because I created that earlier already, but I didn’t fire it, I didn’t visit it. So then, boom, it’s gonna be fired. So that’s kind of the way to
create custom conversions, and there’s different
things you can do here when it comes to category. You can create ad payment info, honestly, most of these are useless. What I would just focus on is lead, and with leads you’re gonna also do like all lead generation, right, but also webinars, like typical webinars I like to do leads, because that’s a better way to do it. And then with purchase as well that’s another good way, and then sometimes I’ll
do view content as well. So that’s how you set up
your custom conversions, and the next steps are gonna
talk about your landing pages, and to make sure first
of all that it’s working and then also kinda a couple other things that you need to make
sure that are in place for your ad account and
to not get disabled. So the first thing is you need to test all your landing pages, I
can’t stress this enough, like how important this is, because if you’re running traffic, you’re actually paying money and your landing page doesn’t
work, it’s a leaky bucket, you’re just literally burning money. And that’s the worst feeling, when you start your
advertising, they’re doing well, but then you realize your
landing page is not working or there’s some mistakes there, right? So it’s very easy to test,
honestly just go through it, have your team go through it, and also make sure to test on mobile. This is what it looks like on mobile but honestly I would just
test using your mobile phone. The next, let’s talk
about some of the things that you’ll need to be Facebook compliant. So the first thing that you need here, you notice these links here, so you need a terms and conditions page, you also need a privacy policy page, and also you need a disclaimer page. So you can see all this information here, and I’m not a lawyer, so don’t
take this as legal advice, but typically what I do for myself and also for some of my clients is I just look at some of
the big players in our niche and I kinda model their pages
for terms and conditions, also privacy policy. But for privacy policy,
like terms and conditions is pretty easy, just copy and also put in your own information there, but for privacy policy it’s a bit longer and also here’s an important thing, you want to have this general GDPR, so general data privacy
regulation text here, and also you want to have a GDPR email. GDPR’s like a new thing
that came up in May that’s affecting European Union citizens, and really anybody that’s
doing business in the EU. So actually there’s one thing missing here that’s on my own site, and that would be to use a tool called iubenda. So I have to add this to my own page, but I’m just kind of giving you how, like what is absolutely like
the required thing to do. So this one here you can use
their privacy policy generator and what I would do is would
actually add it in under this. So let me just show you an example of one of the pages that
I created that has this. Yeah, so you can see it’s gonna
open up this privacy policy, and there’s gonna be all
these different things that it’s mentioned that it’s using. Right, so you definitely
want to have that, I’ll have to include that myself. Then the next one related to that, and this is just like
bonus advice for you here, most people don’t even talk about this, is you want to include kind of thing, it doesn’t have to be Cookiebot, but Cookiebot is what I’ve used, so this kind of a thing that pops up for them to then choose if they want to get your marketing, get
your speeches, et cetera, and then you have to just click on okay. This is for EU users
only, for now at least, it might come for US as well. And then finally there’s
gonna be your disclaimer page, let’s just visit that as well, and just very simple here. So this is very important as well, this you can just straight up copy, so this site is not part
of the Facebook website or Facebook Inc. Additionally, this site is
not endorsed by Facebook in any way, Facebook is a
trademark of Facebook, Inc. So like a non-affiliation statement. Also always include a
copyright, AdBossAcademy.com’s your website, all rights reserved. And then, finally, I include
a disclaimer as well. So it’s the same disclaimer
as in the disclaimer page, but I always have it
in the footer as well. And you want to make sure
that everything’s congruent, so with ClickFunnels
you can just copy this or save this section,
and then you can just create as template and just duplicate it on all your other pages as well. So that’s really everything when it comes to your funnel page,
I think the last thing I want to mention, don’t
want to go too much into it, but it’s just the compliance. So go ahead and go to
Facebook.com/policies/ads, it’s gonna open up this
page, this massive page where you’re gonna have
all these different things, all these rules about
their advertising policies. And you want to study this,
you want to go through this again and again, they also
continuously update this, so definitely keep reading
this like maybe once a month, that’s what I do for myself. And just make sure that your ads are following these policies, because if they’re not, your
ads are gonna get disabled, and same thing when it
comes to your landing page as well by the way. So if you have like aggressive sales copy saying something like you’re gonna make million dollars overnight
on your landing page or even in your ad, then your ads and also your landing page
are gonna get disabled and then eventually your ad
account will get disabled, and that’s not a good
thing because you want to make sure that you have a
good reputation under Facebook because they’re a really big platform, and, obviously, as you
know it’s the number one traffic source as well,
so we definitely want to be able to utilize it for our business and also for our clients. Then the fun thing when it comes to setup is your billing. So let’s just go to your
billing here as well to kind of show you how that works. So you actually go to payment settings, and here you can set up your credit card. You can also set up PayPal, actually it’s funny,
I’m in Brazil right now so it’s asking me for that. Yeah, you can also set up PayPal. However, I don’t recommend PayPal as the primary payment option. You can use it as a backup,
but ideally you have a credit card as your primary option, and this is a very important thing that I want to mention here is that you want to make
sure that your credit card, whatever credit card you’re using, has a very high spending limit. So if you’re gonna spend like 10k a day, make sure that your credit card has also that room to spend, because if not, your
ads are gonna get paused and that’s not good for the
artificial intelligence, that’s not good for
your Facebook rotation, that’s not good for anything, everything’s gonna shut down, right? So make sure that you have a credit card that has a very high limit or just don’t spend over that limit. All right, so now that
the foundational stuff is out of the way, let’s
give you an overview of the ads manager. So first let me go into
the actual ads manager, this is where you’re gonna do most of your Facebook
advertising day in, day out. So here’s where you can create your ad, and we’re go kinda more
in depth here as well once we actually create the ad. So here’s campaign name,
ad set name, ad name, and then there’s also a
bunch of other stuff here which we’re actually gonna go into later, but this is really where
you spend most of your time. Then let’s go into audiences. So audiences is the place
where you can create what we call custom audiences. So custom audiences are,
let me just show you here. So which people have a
relationship with your business whether existing customers or prospects who have interacted with your business on Facebook or other platforms, that is the definition of custom audience. So there’s a couple ways you can do it, number one is you can
create a customer file. So let’s first talk about this. So then you can add
customers from your own file, which I recommend. You can also import from Mailchimp if you have Mailchimp, I never use it. Also I’m gonna quickly touch on this after we’ve done this. So first, in case you missed that, what you want to do is
click on customer file, add a customer from your own file and then just upload
the file as a CSV file. You select the origin of this upload to be directly from customers if they are your active customers, and then just name it,
upload it here as well. And also make sure that you’re
following this guideline that Facebook gives you when it comes to preparing your data inside Facebook, because when you do that, your data’s gonna be more accurate, you’re able to reach more people, make more money pretty much. So then let’s go back and let’s
talk about this real quick. So create a custom audiences with LTV, this is related to this when it comes to preparing your data, so you actually have to
make some changes to that. But this is great when you have people who’ve bought something from you. So let’s say you have a program that sells for a thousand bucks, and then also you have a program, like a mastermind, that sells for $10,000, and then a bunch of customers
who’ve bought those things. What you’re able to do then is you’re able to add in the value, and
then Facebook is able to take in that value
and reach similar people who will then buy similar
things at those price points. So can you see how brilliant that is? Now, there’s two things I
want to mention about that, like I’ve done this
and it has worked well, but also sometimes it hasn’t worked. So there’s two theories,
number one is that when you’re doing this, yes, you can reach better quality people, the other theory is that when you actually
give Facebook this information they know that, hey, these
people are more valuable, so they’re gonna charge you more for that. So you just have to test for yourself and gonna see if it’s
worth it for you to do it. Then the next one is really the biggest kind of custom audience, a way
to create a custom audience. So you’re also gonna include any, unless you’re doing this one strategy here where you just target every single person, and then you can choose
from all website visitors, from people visit specific web pages, visitors by time span,
and also from your events. So I would say the first
thing you can create is like a general retargeting audience, so that’s all the website
visitors in the past 180 days, which is, by the way, the limit as Facebook says here as well. So this is gonna include all the people who have ever visited in the past 180 days on any of your websites that
have that particular Pixel. That’s the first audience
that I will create. Then when it comes to
like these audiences, the sky’s the limit,
there’s so many audiences you can create, but let’s just talk about this real quick here. So what I could do for
this is I could create one audience for people
who visited this page here, but they didn’t register
for the masterclass. So what I would do then
is I would go here, I would include this page here, and then I would exclude, no, further refine by here, actually, no, I to put them as first. There we go, and then
and also doesn’t contain, so I will then exclude the thank you page. I don’t have the thank you page so that’s why I didn’t
want to include it there, that’s gonna be in every webinar. So that’s how you can then
create one of the audiences, also just one way to create is people who, for example, visit the sales page but didn’t visit the checkout page. So there’s so many audiences, don’t really want to go
into too much of that, you can just use your creativity. So then app activity, honestly
I don’t normally use it, offline activity same thing as well. Engagement, however,
is a valuable audience, just so many of these here as well. I mean all of them are new or updated. So here what you can actually do is you can target people based on how long they viewed the video. So, for example, people who
viewed at least three seconds of the video, 10 seconds, 25%, et cetera. This is definitely a good
way for you to target even more people. And then there’s also this
thing called lead form which is then almost like
application form inside Facebook, and this is actually
only 90 days max days, but what you’re able to do is you’re able to then retarget these people
based on their behavior. So in this case you can target people or retarget people who open the form but then who didn’t submit. So let me just show you how you’d do that. You’d then exclude and
we will just choose all. So there’s two different
ways for you to do it, you can just do it inside this, so both include in the one thing, or you just create another one here and you make sure that
it’s all instead of any. So then we just choose people who opened but didn’t submit form,
what this would do then is it would exclude every person who didn’t submit the form. Then the next one here is
full screen experience, which I rarely honestly use. You can just choose like a
specific instant experience there and target those people as well. Then here, there’s
actually a good one here, you can target your kind
of people who’ve engaged with your Facebook page. So for this one you do
need a Facebook page. You can target anyone
who visited your page, everyone who engaged with your page, people who engaged with any post or ad, people who clicked on any
call-to-action button, people who sent a message a message, or people who saved your page or any post. Plus, like I mentioned before, when you choose all, you’re
able to choose all of these. So you just then choose,
just click on all of these, and you target the people
who’ve engaged the most with your page, and obviously those are the best people to target. So same exact thing goes
for Instagram as well, you’re able to target
the exact same things but it’s just for Instagram. And then finally events is
if you have like an event created inside Facebook
but can also target based on that. So that’s really everything when it comes to your audiences. And then also here, like we’re
in an asset library right now so you can also save your images, save your videos, which
I typically recommend. So instead of when you’re creating an ad you add in the video,
you add in the image, go to the images first, go to videos here, save it so then it actually gets saved, because if you create it inside the ad, it doesn’t get saved in here. So then let’s get into audience insights, which is one of my
favorite places to go to and really do like a deep research which we’re gonna go in more
depth here in just a bit. So what you want to do is you want to choose everyone on Facebook, and here we can also choose the location. Typically I use only United States because Facebook has actually partnered up with the biggest data
companies in the world who are from United States. So in the US you just have more data, and even though, yes, Facebook
removed some of that data and also some of the target options, still it’s the number
one platform out there when it comes to targeting people, when it comes to finding out
these specific demographics, psychographics about people. So what audience insights, it’s just a way to analyze your existing
list, your customers, but also spy on your competitors. So here what you could do, and I’m gonna show you this in
the targeting kinda section, we’re gonna do the targeting. You can choose, let’s say Tony Robbins, he would come up here, there we go. And then when you choose Tony Robbins, I mean, US obviously as well, it’s gonna show up all
the demographic data for this particular entry, so age, gender, relationship
status, education level, and also page likes section which is really where the money is, and this is where we’re
gonna do targeting as well. And then also there’s gonna be a location, it’s gonna show all the
different locations, the top cities, and also
frequency of activities, so how people are engaging in social media and also if they’re using
desktop, mobile, or both. So that’s really everything when it comes to audience insights, like I said, we’re gonna go deeper into it when we’re actually
gonna do the targeting. Creative hub, I don’t really go there. Business manager is where you kinda manage your business manager. Ads manager, already explained. Creator studio, pretty much
the same thing as creative hub. We don’t use any of these, the only thing here is automated
rules that I would use. So automated rules is a way for you to automate your advertising. So, a lot of people, they don’t want to do their ads every single day, like go into the ads manager
and then check your ads. That can be very time consuming
and even very stressful. So what you can do here is you can create these automated rules for you to then just pretty much rely on
Facebook to do the work for you. So, for example, you can
create an automated rule for, let’s say for a
lead generation campaign so that every single ad set, let’s actually show here. So every single ad set that goes above $5 in your cost per result which is in this case your cost per lead and also you want to make sure that it’s in the past seven days because that’s how Facebook
by the way works the best. You want to always look
at the past seven days when it comes to your Facebook ads kinda tracking and how
you’re optimizing your data. Don’t look at the past 30
days or the lifetime data unless you’re looking at the big picture. You want to look at the past seven days to really make those
optimization decisions, and here also you can choose
the kinda settings here. But, like I said, what we’d do is we would choose apply
rule to all active ad sets and then turn off the
ad sets that go above $5 or five euros in this case in lead cost and then schedule continuously, email, and we will just name it. And that’s how you do
it, that’s how you do it, and there’s also a couple
other ways to do it, but I actually have a video on this on how to create automated
rules for my Facebook. So you can just search my
YouTube channel for that if you want to know more,
but don’t do that right now, do it later because this
is very, very important for you to know. So let’s see what else is here. Ads reporting is where
you kind of see the data, but honestly not super important. Pixels we kind of covered already. Images, same as well. Block list. Honestly last things here
would be just your settings. So a couple important
things about settings, number one is here you can
add in your ad account roles. So there’s different roles you can add in, you can add ’em in, you can add an editor, you can add an advertiser. You want to limit the
people that you invite to your Ad accounts or to
even your business manager and also who you give access
to your Facebook page, because you don’t want to
have too many people there, it can be suspicious activity to Facebook and then they will
disable your ad account. Plus you want to be really careful of the people you allow to come in, because if somebody has a
bad reputation with Facebook, that will also come into your reputation. So you can imagine if
somebody who is on fire, like they’re literally on
fire, their shirt is on fire, and they’re gonna come into your house while they’re on fire. What’s gonna happen is that’s
gonna set up your house in fire as well. So you can imagine then
somebody who’s on fire, their reputation is on
fire under Facebook, they’re gonna come into your house, your business manager, your ad account, then it’s gonna also light up
your business manager on fire, which is never, never a good thing. And also here you can
choose the pages as well. And like we talked about,
you can also choose the payment settings and also
set ad account spending limit. One thing about like the ad account limit is by default it’s
$5,000 or euros per day. So what you’ll notice is
once you start spending a lot of money, you start spend 5k a day, that’s all you can spend,
that’s the default limit. So then you have to reach out to Facebook and ask for that to be increased. That’s typically the
case unless you’re like some heavy hitter who has
a massive relationship with Facebook, but if you
are that type of person you probably wouldn’t
be watching this video. So then there’s also notifications where you’re gonna kinda choose what notifications you
want to get from Facebook, but that’s honestly
everything I want to share in terms of the ads manager overview. So let’s get into the next phase, which is the prelaunch phase. So in this phase we’re gonna make sure that we have everything in
place ready for the launch. So the first thing that we need to do is to come do our client avatar research. So what I like to use is this document. This is a very long document, pretty much just asking
all these deep questions about your client avatar. But essentially what the
goal of this document is for you to be able to
understand your client even better. And if you have clients, you
can also give this document to them, or what I like to do is with all my clients who I
enroll to be my clients, I jump on a discovery call with them where I interview them
using this document, and obviously you can do a bunch of other research methods as well, but from experience what I can tell you is that if you don’t know the niche well, like you haven’t been in there in the trenches a lot, then you have to do a lot of research. But if you’re already a business owner, well-established business owner, then you don’t have to
do that much research. Honestly just filling out
the document like this can clarify that for you. So let me know in the
comment section below if you want this document, and then maybe I can put in a link, like a download link for you
where you can get this as well. So that’s really the shortcut I use when it comes to kinda getting
to know the client even more, just by asking very focused questions. The next thing that I like to do is I like to spy on my
top competitors’ ads and their marketing. So what you would do, let’s say we’re in the business opportunity market, you would just pick the
three to five competitors that you have. So Tai Lopez is the obvious one. So we would just go to Tai Lopez’s page, we would go to info and ads, and we would see all these ads. Like as you can see I’m
in Brazil right now, in Rio de Janeiro actually. Let’s just keep it as it is. But Tai is running ads globally, which is kinda cool. So we’d see all these
different ads from Tai. We could also go to Grant Cardone, and do the same thing for him. So, again, we click on this. Actually, this is just
going to his watch page. So we would have to type in Grant Cardone and click on this again,
go to info and ads, and it’s gonna give you
all these different ads he is running as well. So I would do this for the
top three to five competitors. I would just go through all their ads, see what they’re doing,
and kinda model that, because these guys, the top
competitors in their niche, they’ve already spent
millions of dollars on ads. So you don’t have to go
through the trial and error of actually making the same
mistakes that they did, because they’ve spent the money, they’ve collected data,
they know what works. Also what I would do for
these same competitors is I would actually
research all their stuff, so not just their ads
but also their websites, their blogs, their YouTube channel. What are they doing,
what are they not doing? And kind of how are they
differentiating themselves in the marketplace and how can you fit in and differentiate yourself
from the marketplace? So let me give you a
practical example here because I think you’ll enjoy this. So in the business opportunity space, that’s where I really specialize in, there’s Tai Lopez, there’s Grant Cardone, there’s Gary Vaynerchuk,
there’s even Dan Lok now, there’s all these different people, right? So Tai Lopez, it’s very
obvious what his brand is, his brand is Lamborghinis,
knowledge, girls, books, that’s his brand,
also casual, glasses, right, MentorBox, mentors, that’s his brand. Grant Cardone, his brand
is 10X, private jet, family, real estate, dress well in suits, like Uncle G, that’s his brand, like sales, that’s his brand. And Tai Lopez, like he has
so many programs, right? He doesn’t really have a focus. Although like he is Social
Media Marketing Agency that’s like one of his flagship programs and 67 steps as well, and MentorBox, but there’s so many programs
that he has, that’s the point. Grant Cardone is a bit more
focused on his sales programs, obviously the 10X Growth
Conference as well. And then I said Gary V,
he’s all about hustle. He doesn’t really dress like fancy, he’s all about like grind, hustle, building his massive media company, wines, all these different things, right? So then you’re gonna ask yourself, as a personal brand, as a business owner, where do I fit in and how
can I differentiate myself from these other people? Because you can’t be the exact same thing because people will always prefer the one who is more successful,
so you have to be different, you can’t just be the
same and try to improve. No, you have to be absolutely different. So then just have to ask
yourself, what can I do? So in this example, you could just be like this guy who
travels around the world, he’s like a digital
nomad, makes money online wherever he is, obviously
there’s so many people doing that as well, which is just proof that it’s actually working as well. And the last thing when it comes to your client avatar research is I would go to audience insights and I would type in all these
different competitors as well, the three to five
competitors that you picked, I would type their names individually and go through this
individually, very important. Then you go in demographics and just see like which is the kinda
dominant demographic, what is their relationship status, education level, job type, et cetera, and this will just give
you additional information on the client avatar. So then let’s get into creating
your targeting documents. So when it comes to Facebook ads what I like to do and also what I advise for my clients and also my students is to test 30 different interests when you’re starting out with
your Facebook advertising. That’s kinda of the magic
metric that I have found, 30 interests, that’s enough interests, enough data for you to be able to make decisions based
on those interests. It’s a wide enough bucket for you to see really if it’s
working or not for you. So in terms of choosing the interest, that’s a common question that I get. There’s two ways to do it, number one way is to go into the audience insights and then go into page likes section and put in the kind of the
top competitor’s name here and this will give you all
these different suggestions. So Daymond John, Eric
Thomas, Darren Hardy, Tim Ferriss, Grant
Cardone, obviously himself. So what you can do is you can literally just copy and paste these
into a word document and this is gonna be
your targeting document, targeting template. The other way is to actually
go into your ads manager, if we can find, let’s just go here. And what you would do, is
you would go to create an ad. You have to create it,
let’s just call it test, save to draft, and then we’d go to your ad set level. And then here we’d go to targeting, and when I pick Grant Cardone, you’re gonna see this magic
trick that you can use. So then I would just click on suggestions. So here’s the important thing, you can see how similar these are. So Facebook’s literally giving
you all the best interests. One thing I do want to mention is when it comes to like
e-commerce, in real estate, audience insights is not
the best platform to use. Then I would just use this instead. Just type in the competitors
or type in people who are similar to your brand and then use suggestions instead. Then when it comes to your
personal branding stuff, typically I use audience insights and then if I can find it I also use this. So that’s really when it
comes you then targeting or creating a targeting template, make sure you have at least 30 interests that you can test and then
I’m gonna explain to you how you can test this, how to launch this in the launching phase. Then the last thing that
we’re gonna talk about is creating your ad. So there’s two pieces to creating an ad. The first piece is your
ad image or your ad video, and for that one you
can actually use Canva, obviously if you have a video then you can use video as well. So then I would just go to Canva, this is a free tool by
the way that you can use. I would just put in Facebook ad and the dimensions is here as well, you can see it is 1,200 pixels times 628. And let me just give you a couple tips about when it comes to
creating your images. I’m just gonna choose this, I used this in one other video as well when it comes to creating very kinda attention-grabbing
images, and that’s really the point I want to make here is that Facebook is
interruption marketing. So you can imagine a
person using their phone or using their desktop,
they’re just scrolling through their newsfeed,
they’re almost like zombies, they’re doing this on autopilot. And all they’re looking for is something that grabs their attention. If nothing grabs their attention, they’re just gonna keep scrolling. So that’s why you want to make sure that your ads really
pop up in the newsfeed so that they have like
a pattern interrupt. You can do this by having
like a weird image, for example a person showing their tongue or something like this where I’m actually in the middle of the water with my laptop, kicking it, and the next thing you can do is you can actually go to adjust and then you just adjust the contrast, I’m gonna actually show
you the difference here, let you know. So here’s the kinda regular image, and then here’s the one that I’m gonna adjust the contrast in. Let’s put it at 25. So you can see how big of
a difference that makes. So the reason why this is important is when people are scrolling
through their newsfeed, you want the ad to pop up. So this ad or this image will be the same as everything else, right? But then this one just pops up a bit so people will wake up
from that zombie state. A few other tips when it
comes to creating images is first of all you want
to use a lot of humans. People love people, right? Also smiling faces, and if you’re doing like a personal brand, then
always use your personal brand as well, that’s really
kind of the best advice I have for you if you’re a personal brand. And second thing in terms
of like doing images is that you want to have images of the kinda client avatar, and that’s why it’s important
to know your client avatar is because you want to
know what they look like. But you want to have an
image of your client avatar experiencing the benefits that you want your product or service to deliver. So, for example, if you’re selling make money online if you’re
doing like real estate, like how to make money with real estate, then you would have an image of a client just closing a new real
estate deal, right? That’s pretty much just giving the benefit of what they’re gonna get with the program or product or service. And then when it comes to like e-commerce, selling physical products,
or even sometimes information products, you would also want to include the actual,
kinda the product image or the service image in the ad and just kind of test that
to see how that works. And then when it comes
to image versus video, honestly it depends on your niche, it also depends on your skill. From my experience, video
always trumps image, for me and also for my clients. However, if you don’t know how to do video then typically image will
then beat your video. Your image will perform better, because most people don’t
know how to do video. When it comes to e-commerce
I’ll always go with video. When it comes to your personal brand, I would definitely test both. E-commerce, honestly I would test both. So honestly the answer to this is to test, figure out for yourself, but just know if you want to do video, make sure that it’s actually done well, done properly, and that’s
when you can really get the results that you’re looking for. Let me also give you some tips when it comes to your ad copy. So one tip for sure is
always with your ad copy at the top you want to have a question. So there’s gonna be your text. There’s gonna be your image/video, there’s gonna be your headline. There’s gonna be your description, and then your call to action, right? So text here is I would
have something like, are you struggling to
live your dream life? That’s just the first thing, actually that’s text that I wrote for my client, that just came from my subconscious mind. But that could be a good one. Are you struggling to
live your dream life? Typically you want to
aim for the pain point, however the challenge
with Facebook advertising is sometimes that you can’t
use that aggressive language. So, for example, using too much you can get your ad account disabled, and also you can’t use
terms such as belly fat, get rich quick, perfect skin, all these different things, right, you don’t want to use
these to trigger Facebook and then get your ads disabled. So that’s typically what I would use in the first part of the text, like a question that
grabs their attention. And then you could go into like
some credibility statements of who you are, what you’ve done, and stories work really well. I have some other videos as well where I really go deep into the copy and some examples as well, but this video is gonna
be way, way too long if I’ll go into those. So honestly that’s the best tip, what I have for you in
terms of the ad text. And then headliners,
just one quick tip here, when it comes to your headlines, make sure that it’s very
simple and easy to understand, because people have a
very short attention span, and especially on Facebook, right? They have so many things, so
many messages bombarded to them so you want to make sure
that it’s easy to understand and it’s simple. You can’t have like this massive
drew up response headlines, no, something simple, even something like how to create profitable
Facebook ads works just fine. And then description,
what you can typically do is you can use something
like click here to discover how to do X without Y, or another one to use as a description is to use more like credibility does well, so let’s say James has
been featured in Forbes. And then call to action, I’m
actually gonna go into this inside the ad, which
we’re gonna go into next. So that’s pretty much
everything when it comes to the prelaunch phase, and
now we’re gonna get into the launch phase, so let’s jump back into the ads manager. So here we have our test campaign, and like I said before,
what you want to do is you want to have at least
30 interests to target. It doesn’t matter if
you’re doing lead gen, it doesn’t matter if
you’re doing webinar ads, it doesn’t matter if you’re
doing straight to purchase, always, always, always, this
applies for all industries, e-commerce, real estate,
information marketing, have at least 30 interests to test, and then depending on your budget, depending on the product as well, then you’re gonna kinda
decide your budget on that, which I’m also gonna talk about on how much you need to spend on ads. So what we would name this, let’s say this is a webinar campaign, so I
would just name it webinar and then would call it conversions, and let’s just say it’s gonna be US, let’s just say US only and then mobile, let’s just say mobile. So I also typically like to
separate mobile and desktop. What you’ll notice here is it’s
all about separating things, because when you have everything clean, you have everything separated, you’re able to make better decision, that’s the name of the game. So I just then take this as well and copy it into the ad set, and I’ll show you a way
that you can do this very, very quickly, so this is really the kind of the bulk of
the work that you’re doing by creating this first campaign. And since you have the
target template created, what we would do is we just put
it in as the first interest, so Grant Cardone. That’s kinda the first
interest that we’re gonna test. Now let’s just say that
conversion is homepage visit. And then we can set our daily budget, I would set it at 20 bucks. It really depends on how
much you’re willing to spend and just understand
that the more you spend, the quicker you get the results, the quicker you get the data,
the feedback from the market. And then, well for the start date I would always launch
your ads at midnight. So whatever your market is
at, so if you’re doing PST, if you’re doing Helsinki
time here in my ad account, then I would just set it at
12:00 a.m. to run it then. And then here we’re gonna
include like custom audiences. Quick thing about this,
I know I’m giving you a lot of information here, but that’s really the
point of the video, right, to educate you on all
these different information and all these different things you can do with Facebook advertising. With custom audiences, what I would do is I would exclude the action
that you’re looking to get. So if you’re doing webinar
ads, I would exclude every single person who already
registered for the webinar. Also I would excluded purchases, because you don’t want to run your ads to people who are your buyers. You can run other type of ads, but in my opinion you don’t
want to annoy your customers even if they’re gonna engage, even if you’re gonna get
a higher relevance score. And then here we can choose your location but like we chose, we’re
gonna put in United States. And then when it comes to age, you want to keep it
always at 18 to 65 plus, there’s so many people talking about this like you have to put in 18 to 24, whatever your target market is. No, from my experience, from
spending over three million dollars on Facebook ads, I have learned that this is the best way, 18 to 65-plus. Reason is because Facebook is
your artificial intelligence, so you want to give it as much room to optimize as possible, and then, yes, it will optimize for you. Genderwise, same thing,
let’s just keep it as it is. And we already have Grant Cardone selected so that’s beautiful. Two important things about this, number one, always test just
one interest per ad set. Like I mentioned, separation is key, it’s very important you
separate your interests, have one interest per ad set. Because then you can
see from which interests you’re actually get the sales. Example here, let’s say
we put in Tony Robbins, and let’s say this ad starts getting a lot of webinar registrations. Let’s say it starts getting us sales. My question to you is, how can you know if the sales are coming from
Grant Cardone or Tony Robbins? You can’t know, right, so
that’s why I always separate. And then never click on
this expand interests because same thing, it’s gonna start to bring in more interests,
random interests, you have no idea about even if, yes, Facebook says it may improve performance at a lower cost per result. It doesn’t matter, the
tracking will get skewed. So it’s all about tracking,
that’s the name of the game. Then any placements, let’s
just choose the mobile since we chose that. And that’s what I like to use, I like to separate mobile desktop, and when it comes to webinar ads I will just choose then feeds. And we’ll just click off from all of this. Also for Instagram always make sure that you have individual
ads running for Instagram for stories and also for feeds, because you want to make sure that that ad is native for that platform. Nothing here, and just
keep it as conversions, keep it as seven days
click or one day view, and then you go into the ad, and this is where you’re able
to create your ad as well. So let’s just call this real estate, so as long as we’re targeting
Grant Cardone, might as well. Here’s where you choose the page, so let’s just choose, let’s just choose this, honestly. And then here’s where I choose the image. So let’s see if there’s
any stock images, perfect. So we can use this, it’s
not the best image, right, but just to give an example here. And then here’s where you
can include the ad copy that we kinda wrote here, are you struggling to
live your dream life? Like I mentioned on the videos, going deeper into the ad copy. So, are you struggling
to live your dream life? If so, click the link below
to get the free cheat sheet, that’s good enough for now. And then we just have, let’s
say I would have my own, now let’s just say, click below to watch the free webinar, so we’re actually doing
a webinar campaign. So it’s hard to give examples when you’re not actually doing it. So that’s how it would look like, it’s gonna also give you a preview, so make sure it’s always
properly formatted. Doesn’t really look good, honestly, just say this so it looks better. Yeah, so it’s only for
mobile right now anyways. And then I would just add
this as the website URL. Display link, we can just
have adbossacademy.com, and then for headline
we can use free webinar. I’m calling it masterclass, but let’s just in this ad call it webinar, since we went with that angle, however, lesson in this is that always keep everything congruent. So if you’re actually calling it webinar, then call it webinar in
the landing page as well. If you’re calling it masterclass, call it masterclass throughout
not just your Facebook ads but also throughout your entire marketing. How to quit your job forever. And then let’s just say,
click here to register now, limited seats. So this is not the best ad copy, but I think you’ll get the idea. And even here you can see
that when you’re doing mobile, the newsfeed link
description will not show up. And then, like I mentioned, I will talk about these call to actions here. So honestly the kinda
the best call to action that I will use and also
that I would recommend you to use is learn more,
that’s the best one. If you have like a download,
like a cheat sheet or e-book, you could also use download. And then sometimes
you’re gonna use sign up, but honestly the best one
that I’ve used is learn more. And this is also where you can add in your tracking information
if you’re using something like Wicked Reports or even if you’re just using regular UTMs. So that’s kind of the
structure of the campaign, the structure of the
first ad set, also the ad, then all you would do to then
test your future interest, we’ll just test the same ad, that’s kinda what I would do first. And then I would just
duplicate this entire thing into 29 different campaigns. And as you can see they
just duplicate everything, Grant Cardone, Grant Cardone, and then all I would do
here is I would go in here, I would edit this to, let’s say, Gary V. And then I would go to
the interests section and I would change the interests. So Gary Vaynerchuk. That’s all I would do. And actually up here is I would make sure that all your ads are using
the same exact post ID. So how you can do that is you have to launch one ad first, and then you would just preview that ad. You have to launch that
first to be able to preview. And you just take the post ID that’s kinda at the end of ad, end of the post, it’s very easy to find, and then just use existing
post for future ads. You would enter the post
ID and you would submit. The reason this is important
is when you do this you’re getting the exact same
social proof on all these ads. So if we wouldn’t do this, if we would have separate
ads for each of these, what would happen is each of these would have separate ads
so then all those likes would get divided between
all these interests, but we don’t want that. So when we’re spending this money, we want to make sure that we get that massive kind of
social proof effect going because honestly that’s
really, really important for your ads. And what I’ve found is like
a ad with social proof, like let’s say hundreds of likes, thousands of likes, comments, shares, versus nothing, the one with social proof is always gonna beat the other one. It’s very even hard to kinda try to come up controls, control is basically that they’re kinda one
ad that we have working and then you create
variations to try to beat it. But it’s very hard to create variations to try to beat the control. So the final thing I
want to talk about here is how much should you spend, that’s a very common question that I get. So the honest answer is you should spend whatever amount your
product or service is worth or is valued at in the marketplace. So in this example let’s say
we’re selling information product that is priced at $1,000. That means that for each of these ad sets, we would have to spend thousand bucks, that would mean we would
have to spend $30,000 to be able to conduct a proper test, reason is if you’re
not spending the amount then how can you know if these people are gonna buy or not? So let’s say you spend a hundred bucks, you get one registration, sure, but you don’t know if, what would happen if we spent a thousand
bucks, you don’t know that. So that’s why you have to spend that and that’s why like it’s
hard for some people to hear that you have to spend money, you have to really know what’s working, what’s not, then you can tweak,
you can then improve, right? So if you don’t have a big budget, don’t worry about that other, the you just test less interests and just start with those. And with like e-commerce it’s easier because it’s lower to get price So let’s say you’re a doing a $20 product, then I would just spend at
least 20 bucks per interest to see if it’s working or not. So that’s really everything
that I want to talk about in terms of the launch. And then finally let’s
get into the postlaunch, so exactly what you need to do after you launch your advertising. So let’s imagine that all of these ads, all these campaigns are now launched. Now, what I would do is I would wait at least 24 hours before
you do any changes. Ideally, you wait three days
before you even touch them, because three days is a optimal time to give for Facebook to
optimize your ads, right? That’s really what it is. 24 hours is still okay, 48 hours is good, but three days, so 72
hours, is the most ideal. But if you can’t do that,
that’s fine as well. If you’re in a rush,
24 hours is just fine. Then what you can start doing is, depending on like the
budget, depending on like the kind of product
value, you can then start cutting off the interests
that are not working, that are not giving you
that cost per result that you’re looking for. So in this case let’s say, let’s just use e-commerce example here, because that’s faster to test anyways. Let’s say our e-commerce
product would be $15, so we’re gonna spend
20 bucks per interest. Then in the first day we will be able to see, okay, like if this
interest here is working or if it’s not. I would just then literally cut off all the interests that
I’m not getting sales within that 15 bucks ad spend. And if none of them are getting sales, then there’s an issue, you
have to change your ad copy, you have to change something, right? Typically I can tell you
that there’s three scenarios. Number one, your ads don’t
work at all, they bomb. That’s the most typical scenario, that’s what happens usually. The second scenario is
your ads don’t fail, but they don’t succeed either. They’re doing like okay, you’re
getting a couple of sales, you’re getting decent leads, right? And then like the dream scenario is your ad just kill
it, like from the get-go you’re getting super cheap leads. But honestly that has
happened only once to me when I was working with a
very high-level individual who had a very successful,
well-established business. So don’t get discouraged
if your ads don’t work from the get-go, understand
this is a process, and the more you know about marketing, the better copywriting skills you have, the better business you have, the better results you will get. So don’t see Facebook
as just Facebook ads, understand that if you
have a good business, if you have good
testimonials, case studies, then it’s easier for
you to do advertising. But if you have nothing, for example you’re just starting a
dropshipping store from scratch, then you have to spend some money, you have to get it going,
you have to get customers. All these things for it to be able to then get really good
results in the future, right? So you have to kinda pay the price first. But that’s what I’d do, I
would just test 30 interests, let them run for at least 24
hours, ideally three days, and then just start cutting off all the interests that are not working. So the last thing I want
to talk about is scaling, how to actually scale your advertising. So how I recommend to do it is wait first of all three days, and after three days,
after you’ve let your ads kind of optimize by themselves, you just pick the best
ones that are converting within your cost per result
and just start scaling. So what I would do is I would just scale at midnight by 20%. So you can just go to more,
actually you can go here, budget, and then you will just choose all, you would increase daily budget by 20% and you would publish. That’s how you’d do it. And there’s a couple other
ways to scale as well. I don’t really like the duplication way, some other people recommend it. Reason why I don’t like
duplicating ad sets is because when you
duplicate the same ad set with the same image, you’re actually gonna bid against yourself. So I don’t recommend that,
because you’re gonna hike up the ad cost, and also
Facebook doesn’t like having too many separate ad
sets, too many separate ads, it prefers having less of
them with a higher budget. So that’s what I recommend as well. Just keep scaling that
one ad set that’s working. Also what you can do,
what you can try out, is you can just launch the
ad set at a higher budget. Also there’s this one tool that I use for some of my clients to scale, it’s called CompanionLabs. So this is like artificial intelligence that sits on top of Facebook,
analyzing all the data 24/7, 365, and it’s gonna
give you recommendations on what to scale. So I like using this
because you don’t have to like scale 20%, it’ll
just give you recommendations on how you can scale a certain
ad by let’s say 200%, right? So it doesn’t really matter, because the artificial intelligence knows and just gives you these suggestions, you literally just click on a button. So I would highly
recommend you check it out if you’re serious about your advertising. So that’s everything that
I want to share with you about Facebook advertising. I hope you enjoyed this
massive long video. I hope this added massive value to you. I hope you learned a lot, and most importantly,
I hope you take action on this information. So if you enjoyed this video, make sure to give it a big thumbs up. Also comment below if
there’s any questions about this video, if there’s anything that
you want me to clarify, I’m more than happy to do that. Also, make sure you subscribe
down below to my channel to get future videos just like this about Facebook advertising,
about digital marketing, and all that good stuff. And also make sure you click on the bell to receive all those notifications of those videos as well,
and I’ll see you next time.

12 thoughts on “Facebook Ads In 2019 | How To Create Facebook Ads For Beginners

  1. If you liked this video and want to see more videos like this,
    make sure you give this video a thumbs up and also subscribe to my channel.

    Also, if there's ANY Facebook ads questions that you have, make sure
    to ask them in the comments below and I will PERSONALLY
    answer each and every question.

  2. great video klaus. when you say test 30 interests then cut off the losers, how much money should be spent per interest before you realise its not working?

  3. Oh La La, this is the best video that I’ve seen so far. This tutorial can save us so much time, energy, and effort!
    Great job, Klaus!

  4. So much information in one video. I haven't learnt so much in a YouTube video teaching FB ads. Things such as custom audiences, retargeting and pixels explained in a lot more detail. Also I love the the step by step cheat sheet to follow along with, makes me more confident.
    Thanks again Klaus!

  5. Awesome video Klaus! If you're looking for video ideas; One that would be really valuable would be how to create the overarching digital marketing strategy one will use for a client… Like how to come up with the strategy that all the ads feed into

  6. This is an absolute gold video! Thank you Klaus. I’m reaching out to businesses next week and would love to use your client avatar sheet if you can share please ?🙏🏾

  7. Hey Klaus hope you are doing well. Great video! Can you put a link to download the Business Intelligence Questionnaire?

  8. When you run the ad for location US, after three days and looking at the data should you change the location to a specific state thats doing better?

  9. Hey Klaus, If we are running ads to a webinar.. do you suggest our ad interests just contain one per ad set like "grant cardone" or should we narrow them like "grant cardone + "shopify" ? Thanks i have spend about $200 to a free webinar so far and the cost per conversion is going above $6.50… What are your suggestions?

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