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How to Use Facebook Ads 2018 – Tutorial Guide Best Practices

How to Use Facebook Ads 2018 – Tutorial Guide Best Practices


– So Facebook ads are the
the things really which makes my events successful at the moment. Now, if Zuck, Mark
Zuckerberg goes and changes any of the rules around
events, or makes Facebook ads more expensive, then this
is kind of gonna screw up this strategy which
I use at the moment. But, hey ho, wast is rolling, and I reckon it will be fine for the
next year or two at least. I’m just gonna roll with it too. So, right, what I’m going
to cover during this Facebook ad section is around the budget, that you’re planning to market your event, so versus your event lifetime value. If you’re jumping in at this point, I’d suggest you’d go
back and watch the slide about event lifetime value,
because that’s quite important. I’m gonna go through the ad format. Again, like I’m not a Facebook ad expert. I’m just telling you what
I do, and it seems to work and get people booked on
for less than a pound, per person sat, per person
booked at the moment. So I’m just telling you what I know. There will be other, probably, Facebook ad experts out there, maybe watching this, who may be able to get
some tips out of it. Maybe they’ll spot some stuff
I’m missing, but I’m not an expert. I’m just
telling you what I know. So, I’m gonna go through
what I do from an ad format perspective to total
descriptions, of course, to action and stuff like that. And to touch a little
bit around split testing and the three different types
of ads which I’ve tested, and which one I’ve really kind
of honed in and settled on. And then finally, I’m gonna
talk to you about kinda the actual Facebook ad
structure from an audience perspective, looking
at lookalike audiences, custom audiences, and event audiences, and things like that. I hope that’s cool. So, kinda jumping about a little bit, but these are the three ads
which I split-tested, basically. So, let’s have a quick look.
So, we’ll come back to budget. So, kind of just to give you an idea. So, I tend to have a,
use a basic image ad. It’s actually kind of
the least popular one. I then have a video ad.
That’s kind of the second most popular one. And then this, what I
call a disruptive ad. And actually, this has been
the most popular one for me. So this is actually one of the diagrams, one of my tools I teach people about customer lifetime value. But for some reason, it makes people stop and go back and have a look at the event. And then during those few seconds, they then go, “Oh, this is cool. It’s a free seminar in
Cheltenham.” So yeah, away we go. So you can see from the
structure of the ad, in terms of like, so first and foremost, and again, I gotta give sort of a hand to, there’s
a guy called Jaime Forest. JP, I always get the
name on, JPW Marketing. Jaime Forest is a Facebook ad expert, and he kinda helps me out
with the ad structure. Started to introduce me to kind of audiences and things like that. So I owe him an awful lot, but, some but so he’s the one who kind of taught me
this sort of structure. So basically, what we want to do is have like something really
clear at the top of it. So, who we’re speaking to: business owners of Gloucestershire. So, it’s location-based.
It’s talking about our target market. And
then you are invited. So, call to action: you are invited to a free seminar at The Jury’s
Inn, Cheltenham on Friday the 26th. So it’s got all of
the basic details in there. And then if they click ‘More,’ it’s gonna get them, give
them a few more details about what this seminar is
gonna do for them, basically. So there’s like three bullets and a couple of other details in there. And then we’ve got the image. Like I said, it says ‘Interested’ there, but actually, if you click into that ad, you then get the option
to actually book a ticket directly from Eventbrite,
which is pretty cool. So I’ve split-tested like
numerous different ads. I mean, I’ve spent thousands
of pounds on Facebook ads, and finally settled on this
kind of being the most popular, but do always split test
across your different audience. It may be that this thumbnail
wasn’t right for this video, or the video was too long,
because this particular video is about sort of two,
two and a half minutes, so people maybe didn’t watch all of it. This is a bit kinda too salesy, and people will probably just scroll
past that potentially. So I’ve found this
disruptive type of ad like, make it colourful, make it bright, make it like scribbles
and a bit of a mess. It seems to attract people’s attention. It works for me, like I said. So then we’re kinda gonna go
into the budget side of things. So, now I actually set,
for the last event, I actually only ended up
spending about a hundred pounds to book 97 people onto the event. But actually, I would have been willing, because I knew that if I filled
the room up with 50 people, I’d have at least one, maybe
two, ongoing coaching clients. I’d sell some people onto my
group coaching programme, so that would create a customer
lifetime value in its own right. And actually, the venue
only cost me 250 quid, so I was willing to spend
300 pounds on Facebook ads. Now, one of the key things
is, what we want to do is run the ads right up to
the day before the event, because people will still
book at the last minute. I did this certainly
for my networking event, and in January, we had 17
people book on the day before. That’s 17 people out of 60 in
total who attended the event. So, schedule it to start straight away, and end literally, like
the day before your event. And like the time looks
a bit random, but hey ho. So my event was on the 26th of Jan. And then run the ads all the time. Basically, you could
schedule it if you wanted to, to run between like
the most popular times. You know, like I know that my
audiences tend to be online at lunch time on Facebook, and sort of later on in the evening, once the kids have kinda gone to bed. So, sort of 7:00 to, I
don’t know, 10:00 PM. So you could potentially
run it on a schedule. I’ve never split tested that, and hey, maybe that’s something I
should do, but I term lazy, so I just run the ads
all the time, basically. So next up, we’re kinda getting
into the real guts of like the Facebook ads manager,
and like the control panel. And there’s a few things that you’ll see in here which will be familiar. So, the ad which we’re
doing is an event ad. And ideally what we want
to do, so this stuff on the right is really, really important. We want this needle to be bolt upright so that it says that
we’re not too specific. We’re not too broad. Our
audience is clearly defined. [coughs] Now the green
band actually goes like, you know, for a big part of it. [coughs] Also, what we don’t want, is the potential reach to be absolutely massive. We don’t want it to be into
like the hundreds of thousands. I mean, it depends on your event. I guess if you’re like
Tony Robbins or somebody, you probably want it to be going out to hundreds of thousands of
people. And you’ve got the cash. But actually, the reality is, we want it to be very
specific, so I’m talking about kinda local event-based marketing here. Not, you could use this
tactic if you wanted to do bigger events, and probably
actually, if I wanted to grow my Fearless events, I’d
probably take them to London, or Reading, or Birmingham,
or a bigger city. You know, so, so that’s
one way of doing it. Like I’m not going to draw
people into an event in Cheltenham. Like, let’s
be fair. Well, I do, but not from outside of
Gloucestershire probably. And then the other thing is
this estimated daily results. So what I try and do,
is I’ll adjust my budget basically to make sure that the reach is somewhere approaching
a thousand people a day. Because then when you start
reaching a thousand people a day, you get this second bar up here, which is for the estimated
number of event responses. And so if I’m getting six
to 21 event responses a day, and reaching a thousand people
a day, that’s pretty cool. And actually, so what it’s,
in terms of like budget, that’s why it’s better off to start with a really high budget. Now what Facebook is gonna
do, is e-count that budget over the course of the lifetime. So if you’re doing a four week campaign, it will e-count the 300 pounds
over the course of the event. So, but what we want to
do, is maximise the amount of event responses as
quickly as you possibly can. So, we may only be
willing to spend 300 quid, but if you’re brave with your budget and stick in 300 quid
knowing that you’ll probably get everybody booked
on in that first week, and it will only cost you a hundred quid. I mean, Facebook is like, “Whoo hoo! This person is like gonna spend
300 quid.” So they’re like, “Yeah, let’s just throw this
out all over the place.” We’ll get loads of engaged people, and we’ll give it to the right people. But actually, what you do
is you spend a hundred quid, get your 97 bookings, and switch it off. And you’ve only spent a hundred quid. So actually being brave with this budget and this scheduling is
like absolutely vital. And ideally, like I said,
we wanna get to this point where by we’ve got this
estimated daily reach up over a thousand and this
event responses thing pops up. Because that’s just triggered something in Facebook’s algorithms, say this guy is promoting events and
he’s got budget for it. So I’m not gonna go too much
into creating custom audiences. There’ll be loads of sort of advice and tips, and tricks, and stuff like that out there. How I do it, is I create
a basic custom audience of everybody who has attended
my events in the past, and pump that into Facebook. At the moment, it’s
about six or 700 people. And then I create a lookalike
audience based on that. And basically, how
lookalike audiences work, is they give you the closest 1% of people. So I’ve chosen, in terms of my lookalike audience, people based in the UK. So there’s 41 million registered
Facebook users in the UK. So any lookalike audience
you create, the first 1% will always be, if it’s UK
targeted, 410,000 odd people. And that seems like a
lot, and you’ll be like, “Ah, that’s too many.
That’s not very targeted.” But actually, what’s it’s
done is that the 41 million people, it’s got to pick from in the pool, it’s chosen a thousand people who, the 1% of people who
look the most like that initial list of people
who’ve attended events. If that makes any kind of sense. So, it should the 414,000 people who are most closely associated
to my target market. Next up, and this is one of
the biggest mistakes, actually. So first of all, when
I, my first event I did where I was booking people for like seven to 10 pounds per seat. I didn’t have a lookalike
audience like this. I didn’t have a location.
I wasn’t really aware of this sort of stuff going on over here. So, the moment I created a
detailed lookalike audience based on people who’d attended my event, the event bookings for my Brussels event dropped down to about,
between, I don’t know, it’s about four pounds-ish.
So it halved, pretty much. The next thing is this
location thing here. Now most people will go,
my event is in Cheltenham, so I’ll do a 40 kilometre
radius around Cheltenham. Now again, that’s quite vague. So, there’s something
called polyagonal searches. This is probably the stuff
that like Facebook ad gurus don’t want you to know,
because they’re like, “This is our secret source.” Like, why, this guy’s telling me, like this is a secret
source I’m giving you now. And it works for me. And hey, by the way, like when you’re first
starting out with Facebook ads, like the money you spend isn’t wasted. It’s information gathering.
Like, you will waste a lot of money on Facebook ads
before you get it right. I certainly have. So I’m trying
to save you a few quid here. So, GL1 2 is what we call a
polyagonal post code search. So it’s not, it basically,
it’s a very specific like grid on a map of where that location sits. And what happens is,
we’re gonna target people who specifically live in that
location, because we know that they’re more likely
to come to our event because they live closer to it. So, if you want to know more about this, like you’re gonna have to join the, I’m not gonna give you this list. You can go and find
your own post code list if you want to, but I’ve
got some great text files available if you’re a
Fearless Business member. And to make that job a lot easier for you, so I can give you these
polyagonal searches, but you’re gonna have to give
me some juice I’m afraid, because it took me a long
time to get to work out where to grab that information from. I sure know it’s a bit tight of me. I suppose I could help you out. Maybe you could just donate
some beer tokens or something. But some, like this,
when I started targeting specific polyagonal post codes like this, my cost per person sat again, dropped by more than half. So it moved from about
three to four pounds down to about one to two pounds. Which was a massive difference,
so just with these two things alone, I’ve moved from
sort or seven, eight, nine pounds per person booking down
to like a pound per person booking. It’s absolutely
phenomenal when it works. And it doesn’t always
work. It depends like, there’s a lot of other variables, like when you launch your promotion like, what other promotions are
going on, and things like that. If you, if you run two ads,
similar ads at the same time, effectively, they’re competing
against each other for this reach, this traffic, so it
could potentially cost you more. So there’s a lot of variables which, which are kind of going on there. Again, I kinda tend to
use sort of fairly vague sort of demographics, like I
want everybody to come along. From 24 to 65. Now the last
event which I did again, probably the first 10 people
who booked it were women, and then Facebook decided,
well then, everybody who wants to go to this event are female. So, I had, there was
a, it started to slide much more towards women, so
I had to create another ad, switch off my my women,
because I wanted, I wanted to, I have, I don’t, I’m not
focused specifically on women, but I wanted a mix of
people, genders in the room, a mixed demographics in the room. Because again, it all adds to the event. I think it’d be a bit
weird if people turn up, I don’t know whether it’d be weird. I thought it was weird if everybody who turned up to my event
was female. I don’t know. Language. Make sure you
put English UK in there if you’re in England, or
where ever you’re based. Target language. I haven’t
filled in this details in the screenshot, but
again, 21,000 people in Gloucestershire, that’s still quite vague. So I might want to narrow
that down, potentially, and start to put in, you
know, business owners, entrepreneurs, whatever it might be. So, and you can also exclude people. So you might choose to exclude, I don’t know, taxi drivers,
for whatever reason. Maybe you’ve got something
against taxi drivers. So if there are people you don’t want to. But there’s a, you don’t see
this box to start off with. You have to, there’s a little link which you have to click to exclude people. So if you put business
owners, you then have to click another box and
exclude taxi drivers. So it’s a just a way of
narrowing down your audience and making sure you have the right people booking to turn up to your event. Cool. And then, so, edit placement. So I’ve kinda played around with this. I kinda settled on a, I
prefer to target mobile only. I get better results through that. Occasionally I’ll test it
if that if that mobile only is not working, I might
do automatic placements and let Facebook do its thing.
It’s entirely up to you. You’ve also got these
various different things. I would look at what, just,
look at Facebook’s help pages around kinda the
different types of platforms and what’s gonna work best
for your event and kind of, again, it would depend on your audience. But for me, mobile only or automatic placement, absolutely fine. Whether you push it
across to Instagram or not is entirely up to you if you’ve
got an Instagram following. Optimise for ad delivery.
We want event responses. Bid amount automatic, so
let Facebook do its work. If you do manual, you will
end up paying too much. And then charge, we want
charges to be charged per impression, basically, so
every time this goes out to a thousand people, we wanna
be, we wanna be charged for it. Because if our ad structure
is right, if our targeting is right, if our event is
appealing and can produce value, we should get quite a
good conversion rate. Now I haven’t actually looked in detail as to what my conversion rates are, actually, based upon my impression. Impressions is probably
something I should look at. But again, you can find
that information in the, in the watcha call it,
the Facebook ads manager. I’m waning, so I’m gonna
try and wrap this up soon. So, here we go. So, a few stats. So this is gonna show the
difference between split tests. So, event responses so, again
by far, this was my my most, this was getting the best
results for the least. It cost be a little bit more, but it was getting me more people booking. So, and you know, yes, these were cheaper, and I suppose I could
have switched that off and ramped up to spend on these. I did try that, and ultimately, this ended up being, this ended up costing me more because too many people were just scrolling past
the image ad in the video. So I settled upon the,
it says hatch all there, but it’s not. It’s the
disruptive image, basically. And you can see here, you know, great relevancy score, lots
of people taking action. We’re talking like 19 event bookings for 10 quid at this point. I think, like I said, in
the end I booked 97 people for just over a hundred
pounds, like which is, a pound a seat. I mean,
that’s that’s amazing. You know, so you’re gonna
get better results early on, and then the ad will
keep on getting repeated to the same people after that. So when this starts to kinda creep up, you probably wanna start to think about duplicating your ad and
tweaking a couple of things. And it may be change the ad copy or dropping another image
or something like that, just so people get something different. Again, I’m lazy, I didn’t
do it for this campaign, but if I was doing a bigger
campaign, perhaps I would. So, so that’s that, basically. So, if you’ve got any questions, like jump onto the either the business
startup group on Facebook. Hit me up so you can just
search like on Twitter for Robin Waite, on Facebook,
Instagram. I’m all over that. You can buy one of my
books. Take your shot. They’re both on, or on
my business starter. They’re both on Amazon.
And if you want to know more about Facebook ad side of things, then like get yourself booked
in for a consultation with me. The conversation won’t focus
on Facebook ads, by the way. I tend to look at a much more strategic perspective of your business. And we will be talking
about whether coach, business coaching, is something
for, something for you. But, hey, get in touch if
you’ve got any questions, like pop em into the, pop
em into the feed below and I will be sure to come back to you.

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