Facebook Ads Marketing Blueprint- Course for Business 2021
Learn how to design and launch successful ads to Facebook, Instagram and messenger (the complete Facebook Ad marketing Blueprint Course).
Welcome to the Facebook Ads Marketing Blueprint Course for Business 2021 from TheBlogMentor. Learn how to use important new features like dynamic creative canvas ads and engagement audiences so that you can get results for the money you spend on advertising.
This course has earned over 1200+ five star ratings from students across the Internet because of TheBlogMentor commitment to quality. And because we frequently update this course so that you can gets access to always fresh Facebook for business training for life.
About Instructor: Facebook Ads Marketing Blueprint Course for Business 2021
Table of Contents
- 1 About Instructor: Facebook Ads Marketing Blueprint Course for Business 2021
- 2 Facebook Ads Marketing Blueprint Certification Course for Business 2021
- 2.1 What Presidential Politics and Facebook Pixel have in Common
- 2.2 [Beginner] How to Add Profiles and Manage Ad Account Collaborators
- 2.3 [Intermediate] How to Sync Your Online Inventory with Facebook for Business
- 2.4 Audience for Facebook Ads marketing- Facebook Business Blueprint Course
- 2.4.1 How Project Repat Uses Core, Custom, and Lookalike Audiences
- 2.4.2 How to Create a Custom Conversions and Custom Audiences
- 2.4.3 How to create a lookalike audience?
- 2.4.4 What is the Rule of 80 for High-quality Interest Targeting
- 2.4.5 How to Create an Interest based Core Audience
- 2.4.6 How do you find an interest that beats rule of 80?
- 2.4.7 How to Create Engagement Audiences for On-platform Retargeting
- 2.4.8 How to Use Facebook for Business Robots to Create Ads that Will Work
- 2.4.9 New Way to Test Creative that Will Save You Hundreds of Hours
- 2.4.10 What is Dynamic Creative and How Can You Use It
- 2.4.11 Case Study- How Dynamic Creative Helps Weight Watchers Improve CTRs by 190%
- 2.4.12 Let’s Launch a Dynamic Creative Ad Test Together
- 2.4.13 How to Read the Results of Your Dynamic Creative Ad Test
- 2.4.14 Let’s Reinforce Your Learning about Ad Creative and Dynamic Ads
- 2.4.15 What are Objective-Driven Ads and Why Does an Objective Matter
- 2.4.16 (Updated) Crash Course on Objectives, Ad Sets, and Ad Formats
- 2.4.17 5 Facebook Instagram Ad Set Features You Need to Know
- 2.4.18 How to Build Local Awareness for a Store or Physical Location
- 2.4.19 How to Launch a Split Test Campaign to Find out Which Audience is More Receptive
- 2.4.20 How to Get Leads for an Expensive Product Using Lead Ads
- 2.4.21 Introduce a Brand to an Audience Using the New Canvas and Creative Hub
I’m so glad that you’re here and humbled that you’ve chosen to learn with TheBlogMentor so what you’re going to notice that I talk about Facebook Ads Marketing Blueprint Certification Course for Business 2021, Facebook Ad marketing Blueprint Course, Facebook Marketing, Facebook Ad, Facebook business and what that is.
Facebook & Instagram are bigger part pardon messenger and also the Facebook audience network. So there’s four parts to the Facebook for business ecosystem. So from the Facebook for business headquarters which we’re going to be working in this course (Facebook Ad marketing Blueprint Course) you can deploy ads to all four of those places.
Primarily you’re going to be learning five core skills through a mix of animated videos hands on tutorials assignments a few different types of lectures so that we can keep it fun and interesting.
We don’t have any slides in any courses here at TheBlogMentor because we want you to learn- in style to learn very quickly and to build your capabilities fast. So these five skills that are going to be teaching you first are how to set up your Facebook Ads infrastructure things, like your Facebook pixel things, like the product catalog cetera. And then in the next section we’re going to move on to audiences.
These are core audiences, custom audiences, lookalike audiences, and are going to teach you how to use all of those with the objective driven campaigns. We’re going to talk about that in a little bit. And then in the third section we’re going to look at the creative for your ads by Creative we mean photos, videos, add text calls to action, headlines things like that. And what’s awesome is that there is some machine learning technology that’s built into the Facebook Ads Marketing for business platform that you can take advantage of so that you don’t have to test all those elements and you can get to a high quality ad which mixes video, text and headlines and all that stuff relatively quickly and then to be teaching you that in one section it is course.
And then after that we’re going to get into launching ads particularly around some specific really popular use cases. The whole idea here is to first introduce you to some of the key features of the Facebook for business ecosystem particularly as it relates to deploying ads and also to get you using these very quickly. So you’re going to notice that we have a whole zip file full of practice files so that you can be going along with me and building your intuition by putting it into practice very quickly.
So this class is great for anybody who’s interested in Facebook advertising, Instagram advertising, messenger advertising. The only thing is that we’re not really going to cover our using the Facebook API or application protocol interface that’s for developers so we’re not going to be covering that. This is really for people you don’t want to be a programmer to take this course and to succeed using these tools this is using the tools that don’t require programming within Facebook for business.
We’re also not going to go too deep with Facebook analytics. We’re going to look at some of the reporting features using breakdowns and things like that. We’re not going to go super deep into Facebook analytics so that’s not going to be covered in great depth. But beyond that we’re going to cover enough for you to be up and developing great ads and deploying them and scaling them. And that’s what most of us are here for.
So, let’s start the course “Facebook Ads Marketing Blueprint Certification Course for Business 2021” without any more delay.
Facebook Ads Marketing Blueprint Certification Course for Business 2021
Let’s Set Up Your Facebook Pixel, Catalog, and Back-end for Facebook Ad Marketing
What Presidential Politics and Facebook Pixel have in Common
Klym Whitaker and Leone Baxter were two of the most famous political consultants in United States in the 20th century and famously, they said that, to get someone’s vote you have to get their attention. Six times to get someone’s vote you have to get their attention six times.
Now the amazing thing today is that using tools like the Facebook pixel (in Facebook Ads Marketing) you can track what people are doing on your Web site in your app. And so in this section we’re going to be diving into the set up that infrastructure that sits behind your ads that you deploy through Facebook for business.
In this Facebook Ads Marketing Course, we’re going to be looking at things like the Facebook pixel, Facebook product catalog, and things like that. So before we dive into the section I want to give you a couple of concepts so that you know what you’re going to be getting into before we go and actually get started. You get your hands into the Facebook for business back in and start doing some of this stuff. So the Facebook Catalog which was formerly called the product catalog is a database containing information for all items you’d like to advertise in your Facebook ads.
A product set is a unique collection of your Facebook catalog inventory that you can promote with Facebook for business ads a custom conversion is an event on your Web site that causes someone to be put into one of your Facebook audiences. And the Facebook pixel is a way of connecting an app or web site with Facebook for business so that you can track the interactions of Facebook family of users and your digital properties so you can find all of those definitions in the robust study guide that we have developed for you at TheBlogMentor.
[Beginner] How to Add Profiles and Manage Ad Account Collaborators
So once you set up a Facebook for business account we can move forward in our course “Facebook Ads Marketing Blueprint Certification Course for Business”. Now we’re going to start by developing your skills around getting access to a client’s AD account or adding collaborators.
So I want you to note that if you have a client and you’re going to be doing Facebook ads Marketing for them, Instagram ads etc. they will need a Facebook for business account.
They will need one before they can add you. So to get sort of what we’re going to do here is we’re going to go to the menu option and then we’re going to go to business settings.
- We go down here to all tools business settings and then we’re going to go over to users and then we’re going to click on people.
- So here are the users and then people and it’s going to search you there by default. And so let’s now look at somebody who we’re going to collaborate with.
- So we’re going to click this blue button up here and then what you’re going to do is have the person if you for example if this is your client’s Facebook for business account then they’re going to need to put your e-mail address in here.
- And if you’re adding somebody to your account then you’re going to need to put their address in there.
- So now that you’ve added them so I didn’t anybody because I’m not going to had anybody but we’re in a switch down here to tell my partner. And you’re going to notice that you can assign them pages here that they can manage and you can also bring them on to our accounts.
- So they’re going to have to accept your invitation and then they’re going to get a two factor authentication message.
- They’re going to do that and then you can add and add them as collaborators here.
- And then if you want to remove somebody as a collaborator then basically you just click remove on the right. You can remove using this button appears to remove anybody.
- So now let’s move on and let’s add a Facebook page because you need to have a Facebook page to do Facebook advertising.
- So what we’re going to do is we know we’re in a state here in this menu in business settings and if you go to accounts and so by default what you’re going to see here is that pages is going to be for Facebook pages.
- And then you can also add Instagram accounts here and that’s how you’re going to add for example your Instagram account by clicking a peer if you want to add another Instagram account that you’re going to be managing right of then.
When you want to change your payment account and you just go there to this payment’s key and this is where we’re going to be adding your payment method. And then in your ads manager you can also tweak your payment settings. Facebook Ad marketing Blueprint Course.
How to Set Up Your Facebook Pixel
All right congratulations on figuring out the basics of Facebook for business (Facebook Ads marketing Blueprint Course) in the previous module so now let’s set up your pixel. And if you remember your Facebook pixel is a way of connecting an app or web site with Facebook for business so that you can track the interactions of the Facebook family of users and your digital properties.
So to get started we’re going to be going up here to the menu. And then we’re going to select pixels. So that’s our you right there but I’ll show you where it is. If you haven’t been using it recently, so it’s under this measure and report pixels.
So, you’re going to notice that it drops you into kind of this different menu.
And when you want to add a new pixel you add data source and then Facebook pixel and it’s not going to let me add a new pixel because you only have one pixel per ad account. So I’ll show you how it looks when you go into the details.
And if you go into set up so now you’re going to be in the menu where you can select how you’re going to set up your pixel.
And the way that we recommend that you do it is to click there and click the Google tag manager option. It’s going to be officially titled Use integration or tag manager and then you’re going to see that there is Google task manager.
And then if you continue down this road then you’re going to see that it asks you to connect and verify through Google.
And when you do that you’re going to be basically automatically integrating your Facebook for business profile with Google. But I’ll show you another way to do it. If you’re not going to be using Google tag manager and if we keep on going back we’re going to land in here.
So this is how you manually install the code. So basically if you scroll down a little bit you’re going to see here that you can copy the code to your clipboard and let’s do that and then I’ll show you what this looks like.
So what you’re looking at here is the back end of easels on platform and you know every Web site’s going to look a little bit different. But basically in this case our platform allows us to put in code snippets and so the code snippets are going to be at the head of all pages and what you’re going to see here in the Facebook pixel is that it tells you to put this code just above the end of the head tag.
And on many sites you’re going to have the ability to do this sort of as a turnkey solution but you’re going to have to figure out exactly how you can modify the head code for all the pages on your site if you’re going to be installing the pixel manually.
[Intermediate] How to Sync Your Online Inventory with Facebook for Business
As we keep setting up your Facebook as infrastructure in the course “Facebook Ads Marketing Blueprint Certification Course for Business”, we’re going to be working on your Facebook catalogue. To get started you’re going to want to be in the menu.
And then you’re going to go to all tools assets and then catalogs. And that’s how we end up here.
Which category best suits your catalog creation?
And as we start to create a catalog I’m going to show you some new things that Facebook is doing.
So for example right now Facebook has the option the option to integrate your catalog with some existing e-commerce solutions. And if you want to do that you know that’s probably the easiest way for you to do that is to go ahead and use something that’s already set up.
But we’re going to be doing it using the manual product catalog so that we can show you. I can basically show you how you can do it no matter what your situation is. So we’re going to go ahead and select the e-commerce option and then we’re going to say that usual owns it and then we’re going to probably name it something like courses that is that CO and then will click view catalog.
And so here we’re going to see that this is what the catalog that we have, looks like now and I’m going to show you how you can tweak this and then you can add in bulk or you can add items on a sort of one by one basis.
So let’s start by adding what the first method which is basically manually. And this is good for a very small catalog of products.
We just go there to add products, and then we go to add it manually. And then we go next.
So now you can see that you can add a product. You know one at a time basically and again make sure that you know for this image that you’re using in Facebook Ads. You should also make sure that your image is the right size which they suggest is 600 x 600 pixels for every image that you include.
This is pretty straightforward you’re going to be uploading an image and then you’re going to fill out the information and you’re going to create a new product.
But I’m going to cancel this and then instead we’re going to go to a way of adding many products at once which is going to be using data feeds.
So again we’re going to go to add products and then we’re be using this data feeds option.
So we have created my I created basically for you a product field template that is in Google sheets and I’ll show you what that looks like.
So you’ll see that you are out here on the screen and we’re going to ultimately get to this for your product catalog. It’s a way for you to upload a lot of products at once. And you also have more options if you use it this way and you’re going to notice here that I’m using these image links and so on.
Let me show you what, while we’re doing that.
So you’re going to see here that I’m using this Website imgur. And this is a place where if I need to host a simple image file that is external and reliable that I host images sometimes because we use a white label solution for most of our Web sites stuff and it’s easier for me to use imagery.
So you’re going to see that this isn’t the correct dimension for the product feed. But basically what you can do is set up an imgur account. It’s FREE.
You can go and upload your images.
When you’re ready to get the shared links where you’re going to do is you’re going to click there and then you’re going to click get shared links and what you want to do is copy this. There’s BBcode (forums) so copy that as well.
And then when you’re ready to link to that image you’re going to go there and you’re going to put that in your Google sheet up here in the now you want to remove this image tagging part of the link. So these I am g things that are in the brackets.
Remove those and now you’re going to have the wrong link to the image that you can use for your Facebook product catalog. Since this isn’t a link that we’re actually going to use. Go ahead delete that[img] tag.
And now as you build out your Facebook product catalog you’re going to just need to fill out all this information. This is required; you must fill that stuff out. I’ll let you know that your I.D. in the google sheet section(as shown in the photo above) is arbitrary.
It’s something that you want to use internally is not something that Facebook needs so you can have those numbers be whatever you want. And it’s important to note that these different strings of text these are going to appear in your product catalog. So it’s important to do those well.
And so anyway I’m just going to show you an option here or two that is going on.
So first let’s go there to the product type. And so if you have different categories of products you can create categories under the product type column. And we’re going to use this to create product sets soon. So for example you’re going to see here that for example TheBlogMentor has these three marketing courses and if we scroll to the left in our spreadsheet. This is the growth hacking, Twitter ads and Facebook Ads course.
So because these are all in the same category we’re going to go ahead and add this tag and it’s going to help us later when we do things like want to advertise the products that are most relevant to people who are interested in marketing for example.
So I find this product type option that’s here under column is to be pretty helpful.
So when we’re ready to move forward with your product catalog what you want to do is go to file download as comma separated variables and then when you go back here to your products catalog part of your Facebook infrastructure now are going to be in a position to use the data feeds option.
So we’re going to select the use data feeds we’re going to go to next and then in this case we’re just going to click on upload once and then upload the file. And now you have your catalog that is set up within Facebook Ads Marketing Campaign.
How to Create Product Sets from a Facebook Catalog
Congratulations on setting up your catalogue within Facebook Business Manager. Now let’s work on setting up some product sets. And if you remember a product set is a unique collection of your Facebook catalog inventory that you can promote with Facebook for business ads. So let’s get into it.
- Let’s build your skills. Creating a product set. So what we’re working in here is the catalog section of Facebook for business. So you had a menu and you go to all tools assets and catalogs.
- And that’s where we are and of whom are ready. Let’s go and open a catalog.
- And then we’re going to go and click on product sets, which is up here and then let’s create a product set.
- So now I’m going to name this product set marketing courses and I encourage you to follow along with the best that you can.
- And now labeling the different categories of products in your feed that we just uploaded under the product underscore type of column. This is going to come in handy.
- So we click on category and then go to select this option product type and we’re going to leave this.
Is any of these options there? And then if you notice now that we have the let Facebook populate you’re going to see here that it is now pulling the data that we put in that product type column and we can create now a product set using this information. So like let’s just select marketing and then there are those three courses that we have tagged as marketing courses in our product field and then we’re going to click Create and I’m going to do that because we already have it.
So that’s how you create product sets that you can advertise to tailored groups of people different but different audiences that might resonate with certain parts of your inventory better than others.
And in the next section of our course ”Facebook Ads Marketing Blueprint Certification Course for Business 2021” you’re going to learn how to build high quality audiences that you can promote your ads to.
Audience for Facebook Ads marketing- Facebook Business Blueprint Course
How Project Repat Uses Core, Custom, and Lookalike Audiences
There was a young guy who was working in a country in Africa in college and he noticed that there were so many clothes in Africa that were not being used and he thought God there’s so many clothes in this. How could we use these clothes and turn them into something that people want to use and buy.
So they started a social enterprise in North Carolina. He with his couple of friends started creating products out of used clothing their recycling these things right and try to drive sales before the holiday.
What they did is they used a core audience and they drove traffic of that core audience to their Website- their e-commerce store and then they use the Facebook pixel to track which of those people had added one of their products to their shopping cart online and they created a custom audience out of those people that had put a product in their cart.
And then they used the lookalike audience feature on Facebook to create a one percent lookalike audience of the people who had added an item to their cart in United States. That was their targeting. And then they advertised their product catalog to this lookalike audience at the one percent level and they tripled their sales for the holiday season.
So you’re going to notice just how active a core audience is custom audiences, lookalike audiences for Facebook Ads Marketing. I’m going to teach you how to use all of the audience features now within the Facebook business ecosystem. And before moving on, let’s equip you with some key concepts that you’re going to need to go into these next set of modules and actually start using some of these tools.
So an audience is a group of Facebook profiles that will potentially receive your ads.
- A core audience is an audience that you build from Facebook’s user data like demographics locations and interests.
- A custom audience is a Facebook audience built through pixel event triggers or by matching Facebook data with your data like an email list.
- A lookalike audience is a group of users that are similar to one of your existing Facebook for business audiences an interest in Facebook Advertising is a topic that Facebook’s algorithms have determined.
A Facebook user cares about a custom conversion is a custom pixel event on your website that can also be used to up to optimize with the conversion objective an affinity score is how likely a user is to interact with an ad profile or page based on their previous behaviors and interests engagement audiences or groups of users who have interacted with your content on one or more of the Facebook family of apps.
Now the things about interests are that they’re a little bit unique. It doesn’t mean a Facebook page and also there are some interests that are not going to deliver the results that you need. So coming up one of the things that I’m going to teach you next in our course” Facebook Ads Marketing Blueprint Certification Course for Business 2021” is how to use the usual rule of 80 to qualify whether or not an interest is worth using for business campaigns . Let’s move on into the section for Audiences in Facebook Ads marketing Blueprint Course.
How to Create a Custom Conversions and Custom Audiences
I want you to build your skills around look like audiences this is a really important function and something that we’re going to be getting into later in the course of ” Facebook Ads Marketing Blueprint Course for Business”, especially when we use the credit system for scaling up your add activities and add projects.
And so if you remember a lookalike audience is a group of users that are similar to one of your existing Facebook for business audiences.
How to create a lookalike audience?
- Well if you’re going to go to create audience and then we’re going to basically click lookalike audience.
- And then we need a source. So this source is usually one of your audiences that you’ve uploaded.
- So for example here is an old list of TheBlogMentor newsletter subscribers so we could select that audience and then we can also calibrate it by location. And most importantly we want to calibrate it by audience size.
- When you start at these lower numbers like 1 and 2 you’re going to see that basically Facebook is going to make it a more precise match and you’re going to get fewer people but still 2.2 million is pretty big.
- And if you notice if we look up to nine which means it’s not going to be quite as close as a match buy you’re going to have a much bigger audience than that’s how you’re going to basically need to work that tool to meet your objectives.
- Usually in my experience you know for the campaigns that were running somewhere between one and three is pretty good. Three for example means that we’re getting 6.5 million people. That’s a lot of people to target.
- And then you just create that audience and now you’ve created a lookalike audience.
What is the Rule of 80 for High-quality Interest Targeting
Who is receiving your ads, that’s one of the most important questions that you want to ask yourself. And one of the biggest opportunities created by using Facebook Ads Marketing through Facebook for business. So in this module of Facebook Ad marketing Blueprint Course, you’re going to learn how to use our rule of 80 for great Facebook and Instagram audiences.
So when you target a group of people with an interest what exactly are you getting? How do you choose the right interest?
Well remember an interest in Facebook Advertising is a topic that Facebook’s algorithms have determined, a Facebook user cares about.
First it’s important to note that an interest might have the same name as a Facebook or Instagram profile but that doesn’t mean that your ads will only target people who have liked that particular profile.
Facebook’s technology determines whether someone is interested in a topic using a number of factors not just the fact that they have liked a Facebook page or an instagram profile.
So how do you find a good interest to target use easily? Rule of 80 is really two things that you should check before using an interest in your Facebook for business targeting.
The first check is that 80% of that interests related categories should be aligned with the same interest. This can be hard to do but as close as you can get while keeping the audience somewhat large is the way to go.
However if you target code.org you’ll see that the related category links are almost all closely related and the affinity score of related pages is much larger than 80.
Finally note that you can create audiences through both positive and negative selection.
So for example you could target people who live in Miami and are interested in code dot org and exclude people who like coffee. There are infinite possibilities.
So in summary one of the most important features of Facebook advertising is your ability to build unique and specific audiences. An interest is a topic that algorithms have determined. A Facebook Instagram or messenger user cares about. You can combine interest demographics pixel events and other characters to create audiences. Use easily.
Rule of 80- 80% related category pages and an affinity score of 80 plus on all related pages. When picking an interest to use.
How to Create an Interest based Core Audience
The thing that’s awesome about Facebook is that when you can create these audiences that are super focused you can communicate with people in a way that they can understand what you’re saying because you know that the audience that you’re sending your messages to through Facebook for business ads has certain characteristics because you designed it that way in many cases.
And basically what I’m talking about here is the use of interest targeting on Facebook. So an interest in Facebook Advertising is a topic that Facebook’s algorithms have determined. A Facebook user or Instagram user cares about.
How do you find an interest that beats rule of 80?
Let’s do it. Let’s just go through this in an example.
- So what we’re going to be using here is if you go to the menu plan audience insights part of Facebook for business.
- Let’s look at finding a good interests or going to click on “everyone in Facebook”. And just for a sample, let’s check out what happens when we look up fitness and wellness. And I encourage you to follow along with me.
- We start typing it’s going to come up here as an audience.
- Now if you look at the top categories this is what we want to start looking at first. If you remember we want these related pages here to be similar to fitness and wellness.
- That’s the way that we know that the audience that we are using the interest group will be using to build our audience is really super targeted towards people who are interested in fitness and wellness.
Now the reason that this isn’t great is because if you look at the related pages here a lot of these have nothing to do with fitness and wellness like- home improvement personal finance cooking books. That’s not related to fitness and wellness.
So basically, if we use this fitness and wellness as an interest in whatever we’re doing related to our audiences with Facebook for business ads, not only are we going to get people who are interested in fitness and wellness but we might also get people who are interested in furniture or mobile phones and that’s not what we want.
- So what might be something a little bit better let’s try something like cross-fit and see what comes up.
- If you don’t know what Cross-Fit is, it’s basically this hardcore way of working out in the United States and I’ll show you how it works. I’m sure Cross-Fit happens outside the United States too but that’s just my experience.
- All right so now that we’ve done Cross Fit you’re going to see that the related page likes are a little bit better right. Eat to perform vitamins, UFC which is like boxing but even more hardcore NFL. So stuff like that.
- And then when we looked down here at the affinity scores there OK these related pages here have a decent affinity score but we were looking for something that’s at least 80 or higher. So one thing that I notice here is that one of the top related pages is this rogue fitness.
- So let’s see if we can use that as an interest in how many people are in that group. Rouge fitness can be used as an interest.
- So we’re going to click on that. Now that we’re looking at road fitness and you’re going to notice that I clicked off of our additional interest here because you can keep building and building and building but we don’t want that we just want to find a singular interest in what the related page likes are and the affinity scores.
So if you look at the related page likes this looks a lot better. We’re looking at basically people that are almost everything is related to fitness here. And then if we go on and look at the page likes in the affinity score it is through the roof.
So what we’re basically going to do is just take note of the interest and then we’re going to set up and save our actual audiences using these interests when we launch ads.
So we’re going to be doing things like creating demographic audiences that we blend with interests or we can use interest as negative targeting and those are the kind of things that you’re going to be learning, coming up.
How to Create Engagement Audiences for On-platform Retargeting
All right I am so excited that you’re learning all these awesome Facebook features. I hope that you’re feeling even more empowered as you go along with us on this Facebook Ad marketing Blueprint Course.
One of the newest features on the platform is basically you can think of this as on platform remarketing. And basically what we’re going to be getting into here are engagement audiences what do I mean by on platform remarketing.
Well in my experience when people are using a social media platform like Facebook or Instagram or Twitter one of the hardest things to do is to get people to click on something because they know that they’re going to be leaving the platform.
Can you imagine like last time that you were using Facebook, maybe you were just relaxing or scrolling through your news feed and you just thought maybe this is interesting but I don’t really want to go and dive into another Web site right now because I’m using Facebook.
So getting people to make that click can be a hard way to create an audience that is the next step down in your funnel. You know what I mean its people that currently, if you’re using your pixel to do that then the only way that you’re going to be able to track people who took an action.
But using your pixel is if they visit your web site or your app or whatever and in this case we’re going to be able to use on platform elements to retarget people. So for example what we’re going to be doing here is we’re going to be working in the menu assets audiences area again in essentially what we’re going to be doing is we’re going to be creating a audience that is related to something that people have done on the platform related to our content.
So not off-platform but on-platform. So we’re going to go to create audience that will do a custom audience. And this is a new feature again and we’re going to be doing here is engagement. And so for example one of the easiest ways to do this year is people who have engaged with your Facebook or Instagram business profiles.
So let’s just go and click here we’ll say Instagram business profile and then so now you’re going to be able to bring up the targeting for people who have engaged with your business let’s say in the past 30 days or whatever.
Another thing that is very useful is the video based engagement audience. So if you’re for example using the awareness or video of use objective and these are objectives that we’re going to be getting into very soon you can promote a video to people and then you can create an engagement audience of the people who have viewed different links of your video.
So for example people who viewed 95 percent of your video. You can be pretty confident that they’re aware at least of what you are trying to tell them about now and you can create an audience of these folks and use that for retargeting.
So since this is a relatively new feature it’s something that we’re going to be experimenting with an TheBlogMentor’s over the next year or two and we’ll keep you updated on that and future versions of this course. But I wanted to make you aware of this very powerful tool of the engagement audience.
How to Use Facebook for Business Robots to Create Ads that Will Work
New Way to Test Creative that Will Save You Hundreds of Hours
In this section of “Facebook Ads Marketing Blueprint Certification Course for Business”, we’re going to be focusing on developing your skills around creating ads that work. We call this creative.
Now I remember one time when I was interviewing a digital marketing leader growth hacker in Edmonton Canada. Name is Chris and I remember he was talking about all his staff and what they did. And basically when they have a client that they’re running social ads for they would have 500 or even 1000 ads working at any given time because they’re constantly testing all these variables.
Does that image work? Does this headline work to those keywords work? All that stuff right.
Imagine if a robot can do all that for you how much more productive could you be. How much faster could you find an ad that works? Well I’m about to teach you a way that you can use robots to do that type of thing. And it’s called dynamic creative so dynamic creative is Facebook’s process of combining different combinations of each creative element of your ad and then showing you what works best.
So when we talk about creative elements again images videos anything that is one of those variables in the ad that you’re about to deploy in Facebook Business Manager for Facebook Ads Marketing.
What is Dynamic Creative and How Can You Use It
Every ad that you set up with Facebook for business has creative elements that you have to create like text and image or a video and a headline and Facebook for business has a feature called dynamic creative that uses machine learning to combine.
Up to 30 independent creative variables in your ad, in different ways and then you can see the results and find out which combinations work best specifically dynamic creative.
Is Facebook’s process of creating different combinations of each creative element of your ad and showing you what works best?
So for example say Romit wants to create new ads for his e-commerce site and he wants to see which image text combinations get the highest click through rate from people like Jane- A young lawyer in Singapore. He might use an image of a tablet one of a smart phone and one of a laptop and then right one headline that says “free one year warranty and another that says new models for 2021”.
Then he launched a campaign with an ad that’s using Facebook dynamic creative to test combinations of all three variables and then check the results. Then Romit finds that the best combination for games audience is the headline that says “new models for 2021” and the Smartphone image that he used.
Case Study- How Dynamic Creative Helps Weight Watchers Improve CTRs by 190%
In this case of Facebook Ads Marketing Course, we’re going to talk about Weight Watchers and dynamic creative. So if you don’t know what Weight Watchers is it’s a very popular dieting service. It blends from what I know of the service sort of counseling and dieting groups and social interaction with low calorie options for food. And they were using Facebook ads to sell their products.
And the way that they were doing this testing before dynamic creative was all manual. So doing manual testing of lots and lots of different headlines and images and different ways to advertise to people.
We’re talking about thousands of different combinations. They basically found out that food combined with social occasions was the best advertising mix. So they wanted to display the food with images and then talk about a social occasion that was related to that food. And they found that their audience responded well to that mix.
But that still begs the question right. For Weight Watchers what kinds of foods do best and what social occasions do best.
So for example here are some examples of the social copy that they tested kid’s birthday party. We can help you manage tempting moments. Girls night out doesn’t have to be cheap night. So those are social experiences right. Kids parties girls nights out and then they wanted to know which of their foods were best mixed with those headlines like low calorie pizza replacements low calorie donut replacements and low calorie cupcakes.
And what they found out when Facebook for business rolled out the dynamic creative tool is that they could use these test headlines about the tempting moments or the girls night out with these different food groups to find out which combination work best and what they found is that the girls night out doesn’t have to be cheap night with the pizza that image did really well.
And so the new combination improved Weight Watchers conversions by about a 190%. And importantly it enabled them to reduce the time that it took to find their winning combination from eight weeks to two weeks.
That’s a pretty big deal. So basically they’re able to build successful Facebook Ads Marketing Campaigns much more quickly and you can find a link in the study guide to his full case study so just check that out in the further study link in the study guide.
Let’s Launch a Dynamic Creative Ad Test Together
Art I’m so excited that you’re building your skills with dynamic creative let’s build your skills by you actually doing it.
So what we’re going to be doing is we’re going to be working in the menu in the word go to create and manage column go down to ads manager. And it’s important to note while this loads that as of the creation of this coarse dynamic creative is available for these objectives.
And so I show you what I mean here. So if we create a new campaign you’re going to notice that this offers us all these different objectives. And if you’ve been in Facebook advertising you know about this stuff and if you’re new to it we’re going to be diving into objectives very soon. But you see there are all these different objectives.
Well dynamic creative is available for brand awareness, reach, traffic, app installs, video views, lead generations, and conversions; and this is something that you can see in the study guide where you’re going to see specifically which objectives this is available for.
So another note is that you’re going to need to be in the quick creation way of creating campaigns not the guided creation in this option to switch is going to be up here in the upper right hand corner. So this is important. You’re only going to be able to access dynamic creative as of the recording of this course if you’re in the quick creation workflow.
So let’s set up a new campaign. We’re going to set traffic as the objective which is the default here for us, we’re going to name it: “U.S. technicians dynamic creative test” and then when we go down and we’re going to name our adset and just a note here on how we’re naming our adset, the adset is where you define things like the budget and also the audience so I usually like to name my ad sets based on the audience that I’m going to be promoting the ad the different ads in that adset too.
And then we’re going to go down here and we’re going to name our ad and let’s name it ”Dynamic creative test” and then we’re going to click save to draft and then let’s set the campaign spending limit here at $100.
And so notice that this is for the entire campaign. So even if you define different budgets for your adsets it’s going to make sure that all of your ads are combined; don’t spend more than a $100. So kind of the campaign spending limit is at the top. Adsets are below that you know sort of it’s going to pull from your entire campaign spending limit there.
So now let’s click on Adset in the upper right and then let’s toggle this dynamic creative feature here and we’re going to select continue.
And then down here let’s switch this to a lifetime budget. We’ll just maybe make this a $100 and I just want you to note here that you’re probably going to need to get around 100000 impressions if you want statistically significant results from your dynamic creative tests. So when you’re doing this stuff for important advertising campaigns that you really want to invest in versus little tests, it may cost you know $300-$400, depending on the market, that you’re targeting and how expensive it is to advertise to them.
So we’re going to be building more audiences in the next section but for now let’s go ahead and select our audience. All right so this is the audience that I’m going to be using here the characteristics and I saved this audience from a previous campaign and we’re going to be building more audiences in the coming section so you don’t need to worry about that now.
Just let’s get into creating the ads.
So we’re going to be doing is going to come up here and the we have see that, we have one ad and I just before we do that I wanted to share with you that I actually started this campaign here on July 23rd. I set the end date on July 26 because we wanted to make sure that the ad budget was used pretty quickly so that we could get our test results pretty fast.
As we get started here setting up the ad I just want to warn you that sometimes you’re going to see the option for dynamic ads. Dynamic Ads are different than dynamic creative, so don’t click the dynamic ads option, if you see that.
So the first thing we’re going to do is add our images. So we basically go down here we’re going to select the dynamic creative test. We’re going to select our images. And then now let’s add in your three above ad text created variables and if you want to you could use what you created in the assignments that was in the previous module in this section. So the ones that were going to be using were going to be testing is the convenience career advancement in return on investment tests.
So this is going to go up here in the text field. All right so as we put in our first one and the other two. All right so now we have three different text variables. So now let’s add in our destination URL .
So now let’s add in our different headlines that we’re going to be testing in just like above. We’re just going to click add to open up the box for us to add in different creative elements that we can test. And you can also see how it’ll look in the different places that you can deploy your ad to through the preview section.
So for example the Instagram feed is going to look a little bit different then something like maybe the audience network. Make sure that our pixels are activated and then we’ll click publish and congratulations. You just set up your first dynamic creative test.
How to Read the Results of Your Dynamic Creative Ad Test
All right, now through the magic of video production and of course designing. I have completed this dynamic creative test and I can show you the results of Facebook Ads Marketing Campaign now.
So let’s build your skills here on not only looking at your results but also how to use this break down feature within Facebook ads so that you can kind of go deeper into all the different things that are available as data points from your test. So to start with let’s look at customizing your columns and saving a view. I think this is really useful. So you’re going to look at by default.
- You see that this is kind of the way that this thing is set up. But I think that it’s better if you customize your columns in a different way.
- First we need to be selecting the right campaign and ad groups. And then when you go to columns and then let’s go to customize columns and then so under-performance I suggest that you click impressions, clicks, CPC and CTR.
- I’m going to keep selecting and you notice that you can actually de-select over here. And then we click apply and then you’re going to get a really simple view that I think is really helpful.
- So, this is my dynamic creative use so you’re going to see here that it got a lot simpler in terms of what it displayed to me. And I think that that’s really helpful. You can always customize it as a way that works for you. And so first I want to show you how to see what Facebook thinks is the best combination.
- So what you’re going to do is click on the breakdown here and then go to by dynamic creative asset and then go to a combination. All right so that’s kind of interesting.
- You can kind of hover over it and it says that this was your best combination but I think that’s pretty simple. Let’s look at some things that are a little bit more interesting. So for example how could you find out which regions responded well to your ad. Well so first of all let’s go to the breakdowns here and then we want to clear all breakdowns or else it’ll keep building additional filters.
- So clear all breakdowns and then let’s go to by delivery in region.
- Okay now that’s kind of interesting So let’s click on CTR.
- Now you’re going to see that Nevada and Colorado had a much higher CTR rate than other places. Looks like Nebraska did pretty well too. So that might be interesting in terms of targeting where you want to be deploying your ads most you can kind of be searching for the most successful audiences or you can also just click it again and then you’re going to be able to see which regions where it didn’t work.
- So you can see where there were some impressions but no responses. So let’s go here and let’s clear these breakdowns again and then.
- Now let’s find out how to view breakdowns by multiple filters so let’s use two in this case. So what we’re going to do is see which image worked best for each age group.
- So we’re going to be in the break down menu again. Let’s go to by delivery let’s click on age in the word to go to by dynamic creative ad set down here and we’re going to click image.
So now you’re seeing which images were most successful for different age groups. So if we click buy CD-R again we’ll sort from the best to the worst. So it looks like for example from 25 to 34 this was the best image kind of by far was this image with the guy painting and this stuff can be kind of helpful right. So, this is how you can Read the Results of Your Dynamic Creative Ad Test.
So, now let’s learn something about Ad Creative and Dynamic Ads in our course of Facebook Ads Marketing.
Let’s Reinforce Your Learning about Ad Creative and Dynamic Ads
Right in this section we built your skills around ad created and we’re talking about different elements of your ads.
We learned how to use the dynamic creative feature in Facebook Ads Marketing within Facebook for business. And there are a few key takeaways here.
So the first one is, the dynamic creative ads are launched as ads within specific ad groups within specific campaigns. So it’s totally feasible that you have a campaign that you’re starting off with and you have an AD group which contains your audience for example and then you’re testing with dynamic creative which ad is going to work for this audience.
And then as you’re going to see later in the course you take what’s working and then you scale it up.
Now another thing is that what I’ve noticed using this in practice is that the more variables that you have in your dynamic creative test the more impressions you need to get sick to typically significant results because if you think about it if you actually have 12 variables in your dynamic creative test that’s a lot of combinations that Facebook is going to test for you.
So it’s actually cheaper and quicker to get results if you keep your variables limited to things that matter.
Now what are we talking about things that matter particularly if you have big questions like you want to test really distinct variables within an element you want to test an image versus that image versus these two images where you want to test is this type of message first that one in that one.
Which one works right. And also remember the use of the breakdown filter within the ads tab so that you can look deeply into your dynamic creative and learn not only just about which elements work but also which regions responded.
So next up we’re going to be using the folder where you have all of those practice files and we’re going to build your ad deploying muscles deploying objective driven ads by actually doing it together. Let’s go on in the course.
What are Objective-Driven Ads and Why Does an Objective Matter
Have you ever been explaining something to someone and you explain it many times and they just they didn’t get it. And you said all right why we don’t just do it together. And then you did it together.
All they had to do is do it once and they got it right. That’s the way that we work sometimes. And so using that momentum that train of thought but we’re going to be doing here in this section is building your skills launching Facebook ads Marketing Campaign by doing things together.
I encourage you to follow along with me as we go through these exercises of deploying ads and using some of the features on the platform. Because the truth of the matter is that there are so many objectives there’s many different features and what you’re going to have to do is figure out the combination that works for you to bring people into your funnel to convert them to expand your audience. And the best way in my experience to build your skills is to just do this stuff together.
So before we move on there are a few concepts that you’re going to need to know before we dive into first the animated modules that show you the different objectives and what they’re for and some of the features.
And then we start to actually do this stuff together. An objective is the goal of a Facebook ads campaign which is selected when you launch a campaign. This objective will impact how your ad is delivered. Creative hub is a place to find examples develop mockups and export ads in all formats that can be launched through Facebook for business.
The Audience Network is a network of apps and sites where you can deploy your Facebook ads and reach more people.
The canvas is an instantly loading full screen experience that acts like an on platform landing page. It can also include videos photos text links and more.
An offer is a discount that a user can save and then redeem virtually or at a physical location that can be delivered with an ad.
All right so there are a couple of animated videos that are short and fun in style that are going to dive right into these concepts and some of the features in them were going to be doing this stuff together.
(Updated) Crash Course on Objectives, Ad Sets, and Ad Formats
Everything in Facebook’s ad ecosystem is about what you want people to do when they see your ads. The Facebook Ads Marketing Campaign objective is important because it will impact how your ad is delivered to Facebook users. For example if you select the traffic objective the ad engine will target users who are more likely to click on your link.
If you select the reach objective it will show your ad to as many people as possible. Facebook sees ads as a three part funnel awareness then consideration then conversions and each of their objectives is centered around one of these three steps to build awareness you can launch brand awareness and reach campaigns to get consideration.
You can launch traffic, installs, video views, lead generation, post engagement, Page Likes, event responses, and messenger campaigns to convert customers. You can launch convergence catalog sales and store visits campaigns. In practice most successful advertising projects will combine multiple objectives at different steps.
For example you might use an engagement ad build a custom audience based on who engaged with your ad and then promote a conversion. Add to that audience that engaged with your first ad when you launch a campaign. You pick your objective and then define things like your audience budget and schedule in an ad set. That’s part of your campaign.
Then you’ll design individual ads to run in each of your ads sets. These are the main ad formats: Image, video, sliding carousels of photos or videos, slideshows, product collections, or Facebook Messenger prompts.
So in summary Facebook for business requires you to pick an objective for each ad that you run on the network. Facebook’s predictive algorithms will optimize the delivery of your ads based on which objective you choose. Many successful Facebook Instagram and messenger add projects involve multiple objectives. After you select an objective you create ad groups and then each ad group has ads that run in it.
Let’s move onto the next section of our course “Facebook Ads Marketing Blueprint Certification Course for Business” where we will learn about Different Facebook and Instagram Adset Features, which you should know.
5 Facebook Instagram Ad Set Features You Need to Know
If you’re going to deliver results you need to know how to use the most important features that Facebook for business offers. And many of these are set up inside your assets. So let’s get you in the know fast with the top five features that you need to know at number five is custom placements.
Anytime you do Facebook Ads Marketing through Facebook Business Manager can customize where your ads appear on the Facebook network. For example on Facebook news feed or on the right side column of Facebook or on mobile only or on the desktop news feed and on Facebook for mobile. And there are also these placement options for Instagram Messenger. And the audience network at number four is custom scheduling.
If you set your ads set term lifetime budget you can schedule when your ads are delivered. For example maybe your cafe wants to advertise that it offers pour over coffees every Saturday morning only until noon.
And number three is location based targeting. Any ad that you deploy can target people based on where they are. By default you’ll target everyone in an area but you can also target only people who live there or people who are just traveling through.
For example you might want to send an ad to a traveler when they arrive at your local airport or train station.
At number two is dynamic creative. Dynamic creative is Facebook’s process of creating different combinations of each creative element of your ad and showing you what works best?
You can activate dynamic creative for an ad by enabling this option in an ad set at number one is detailed targeting.
Targeting is one of Facebook for businesses. Best features in your ads that you can narrow or exclude users to create an audience. When you use the narrow option you’re telling the platform that all users must match both A and B when you use the exclude option. You’re telling the platform that all users must match A and exclude B.
Now it’s time for you to test your knowledge. If you wanted to advertise to people attending a sports event to tell them that there was a party after the game what features might be involved.
And if you wanted to display ads to people on Facebook through Facebook Ads Marketing, but not Instagram or messenger what feature would you use. The first answer might be custom scheduling and location based targeting. The second answer would be placements.
Let’s move onto the next section of our course “Facebook Ads Marketing Blueprint Certification Course for Business” where we will learn about building local awareness.
How to Build Local Awareness for a Store or Physical Location
All right now let’s build your skills by actually doing this stuff using Facebook Ads Marketing. So what we’re going to be doing here is we’re going to be setting up a carousel Instagram ad in creative hub. And so you’re going to be learning a lot of these new features including creative hub and things like that.
- So to start with we’re actually going to be moving away from the ads manager and let’s go over here. We’re going to go to all tools under plan. Let’s go to creative hub.
- We’re going to be creating a mock up in the Instagram carousel format.
- So we’re going to go to create mock up here and you can follow along with me in this study guide step by step so that you can build your skills.
- And so let’s go here we’re in the carousel for Instagram option. So we’re going to select our Instagram profile. There we go.
- So we’re going to start with the text. And so we want to highlight the reward in the text that the user or the person who’s receiving your ad might get that’s a great way to use text. So we’re going to be using the following couple of sentences here.
- “You can read what we’re going to be using as our text here. Reward yourself with artisan coffee and a tasty treat for fewer than six bucks. Come into Gaslight coffee and start your Saturday morning off right. Wow.”
- We’re going to say SATURDAY MORNING. Well that’s going to build your skills here in a second on scheduling the deployment of your ads which can be really effective because you can imagine if you can make sure that a certain message is going to be delivered at a certain time that can be really powerful.
- So now it’s Add in images and the additional text that we need to use and you’re going to note that the images tagged gaslight in the practice folder which is the link that you’re going to see here on the screen. That’s those are the images that you can use so that you can just practice the stuff without having to create all these images yourself.
- So you’re going to be uploading the images in the practice folder but I’m going to actually have them because these are images that I have already uploaded so I added that image.
- Now I’m going to click on this number to select another image and then number three and I’m going to select another image.
- All right now you’re going to see if you click here to the right you’re going to see your images appear just like it’s going to appear in the Instagram feed.
- So now we need headlines for each of these. And in the study guide you can find the headlines that we are going to be using so that you can follow along and you can just go ahead and put these in yourself and build your intuition.
- All right so you’re going to notice here that for each of these different options so for example the coffee this is going to be the same headline as the one that’s up here but that’s OK because you’re going to see that this is only a carousel for Instagram. And so it’s only going to display one of these. Not going to display a headline.
- In addition to this text and if you look at as we go to number two the donut and the go right here you’re going to see that this is a little bit different. The text here: it highlights the donut. And then if you click here you’re going to see that these texts here around the carousel roll.
- So this is going to appear underneath the cinnamon roll. So then now let’s just make URL of each of these cards as www.gaslightcoffeeroasters.com. And then let’s build your skills with calls to action. Just Add See More in call to Action Section.
- And I’m going to edit this name appear. And then let’s call it “Saturday morning insta special”. Great!. Our mockup has been successfully saved. I hope you’re following along with me.
- So now let’s import this. We’re going to agree and then we want to copy this.
- Now let’s keep building your skills and we’re going to be using something that you learned in a previous section here.
- We’re going to create a lookalike audience from a custom audience so we’re going to go to the menu > assets and then we’re going to go to audiences. We’re going to create a new audience here and then let’s create a lookalike audience.
- We’re going to create this from the top 25 most engaged audience. And then let’s set this in the United States and we’re going to set this really big at 10 because we want this to be the most evil possible and I’ll show you why next. So we’ll create this audience I’ve already created this somewhere else. But let’s go ahead and create it.
- So now let’s open a new tab. It says I’ve already created it. So we’re going to close this one up in a new tab. And I’ve still got my your copied from my mockup and it’s going to be something short like that and pasted it into the browser.
- So let’s select the right ad account we’ll use our ad account and then we’ll click Import open ads manager.
- All right so let’s change the campaign type to reach and then we’re going to name it. And you can follow along in the study guide here. But we’re going to name it all right. So we’re going to name it “gaslights Saturday morning is a special” and ad set is going to be called “Top engaged lookalikes in Logan Square”.
- And this is why we made our like so big and I’ll show you that here in a second. And then it’s going to go ahead and have the mock up there and we’re going to name it for our ad set “Saturday morning insta special” and then save it to a draft.
- Now let’s go and click on this one ad set here in the upper right hand corner. We’re going to select a lifetime budget which is going to be really important for us and we’ll set it at $250 and then let’s set the date as March 1st 2021 and you can set this to whatever you want just to build your skills here.
- The most important thing here is we’re going to “run ads on a schedule” and this is super important because we don’t want people to receive our ads about Saturday morning on a Tuesday afternoon.
- So let’s go ahead and start calibrating when we want to do this. And so here’s the challenge for you. How are you going to set this two Saturdays from 6:00 a.m. to noon. Well I used to just click like this but that’s really slow. I’ll show you an easier way you just drag right through to noon which is right there.
- And then if you look down at our audiences There’s a look like 10 percent of the top 25 most engaged people- 21 million possible people.
- So then I know you’re not going to have this in your audiences that are saved. But you know watch me and try to replicate it if you have any way to do that, if you’re already collecting pixel data.
- So what we’re going to do here is now you want to remove United States as the location and instead we want to only have this go to people who are in Logan Square in Chicago near gaslight coffee roasters because we don’t want people in Minnesota receiving ads for a coffee shop in Chicago.
- So what we’re going to do here is you’re going to learn another skill which is to add locations in bulk. Yep those look right so let’s add them. Go ahead and save this audience so let’s save it. And then we’re going to say something like Logan Square region engaged lookalikes will save that audience and we’re not done quite yet.
- So we want to go to the editing placements and we want to make sure that this only goes on Instagram.
- So under placements here you can click Edit placements and then let’s basically zoom out of all this stuff. We only want this to be in the Instagram feed. All right great.
And you’re going to see that this is showing that our audience is still potentially 140000 people in those areas and we can hit these people on Saturday morning as you’re getting up and getting their day started with something that makes sense like getting coffee and a donut especially if you’re in the United States and you get that stuff. People like sweet breakfasts.
So then let’s go over here and make sure everything is looking good. Yep there are pixels on. We publish and there’s our ad will be published within hours after a proper review by Facebook.
Let’s move onto the next section of our course “Facebook Ads Marketing Blueprint Certification Course for Business” where we will learn about the split testing.
How to Launch a Split Test Campaign to Find out Which Audience is More Receptive
All right now you’re going to learn a lot of different skills in our course “Facebook Ads marketing Blueprint Course” by using some really important features in the platform. And we’re going to start by basically looking at how products that can help people choose. Sometimes some people have too many choices it can be kind of overwhelming and especially if you’re in the e-commerce area you want to help people make a choice and using product sets is a great way to do that. We’re going to be using that. We’re going to be using offers and split testing all in this skills building module of Facebook Ads Marketing for you.
So first let’s find an TheBlogMentor’s rule of 80 audience for people interested in digital marketing.
- So for launching a split test in for Facebook Ads Marketing Campaign, we’re going to go here to the plan>audience insights and it’s interesting because we’re going to go ahead and just leave the United States as our default location.
- But if you look at something like digital marketing and we go over to page likes you’re going to see that it’s actually not a very well targeted area. The affinity scores are pretty low.
- But if you cut out this one instead we look at something like Neil Patel who’s a well-known digital marketing guy. You’re going to see that this is much better targeted and the affinity scores are through the roof.So this is a much better interest for us to target.
- So next let’s go ahead and set up a split test with a product set. So we’re going to remember Neil Patel and remember that our product set is a unique collection of your Facebook catalog inventory that you can promote with Facebook for business ads.
- So now we’re going to go back up to the menu option and we’re going to go back to the ads manager where we’re going to be setting up this split test with a product set.
- So let’s create a new campaign here.All right so this is what our setup is going to look like it’s going to be called “the top 25 lookalike vs. Neil Patel split test”. We’re going to select our campaign objective to conversions, turn on the split test option, and then under our variable we’re going to select audience and we’re going to have “2” adsets and then our adsets are going to be called “Top 25 lookalike” and “Neil Patel interest” and then we’re going to save that to the draft.
- And now as we start to move on we’re going to build your skills around another tool which is the offers feature.
- So let’s go to the two ad sets here and then as we get started here and the ad sets you’re going to notice that we’re going to create our. Beg your pardon we’re going to select a custom conversion that we’ve set up so you do need to have a custom conversion set up.
- So our conversion is going to be people who look at our Course catalog that’s a couple of steps down on our site so we’ll set that up for the conversion. And then let’s turn on the offer.
- Select our page and then we’re going to create the offer.
- So, now you’ve gotten so far “10 percent off all marketing courses”. “It’s a New Year, New Skills” and leave this ending on January 31st, that’s probably not that practical because mainly what we’re doing is split testing here.
- But now I want to draw your attention to this URL. We’re going to be building your skills around using UTM codes. UTM is urchin tracking module.
- That’s basically a way for you to append the a little bit of text a little bit of extra characters to URL so that can enhance your tracking.
- All right so here we are at the UTM builder and you’re going to see here some of the different parameters that I’ve put in. So here is our route URL. That’s where we’re going to drive the traffic and our campaign source is going to be Facebook, medium as social. And then “190101PSST” is going to be the campaign name.
- And I think that that is especially important because this is going to allow you to see where the traffic came from related to your particular campaign.
- And then in the campaign content let’s actually change this to offer and then you’re going to see down here that we have this relatively long string this are you or else let’s copy that and then we’re going to put this into our offer URL.
- There’s one code Some series and then we’re going to go ahead and put the terms and conditions in here and we’ll click Create. And then now we have our offer created.
- What’s going on here? And we’re going to modify this a little bit. Let’s change these to $100 for an even split and we’ll have the test end in just a few days. And what’s in the test early if a winning adset is found, Facebook will basically send us a message saying: Hey we found out which audience won and it might save us a little bit of money so we don’t have to spend our entire budget. So now let’s define our audiences. We’ll go over here to define audience as to test.
- Let’s click on our “top 25 lookalike” go up to custom audiences. And then we’re going to find our audience. There it is right there.
- It’s something that we created a bit earlier in the course. Now let’s click on “Neil Patel interest”. We will leave United States of the location but in our detailed targeting let’s put Neil Patel. We know he’s a good example of somebody with an interest group that’s very heavily concentrated around digital marketing.
- Now let’s go to our ads. So we’re going to click on this one ad up here.
- All right so now we’re going to select ad with multiple images or videos in a carousel and then instead of manually choosing images let’s say “fill template dynamically from a product set” and then now we can see that we have the product set that we’ve set up here which is the marketing courses. And then all we have to do is add our text. And then now we need to add our image. So we’ll just select our image.
- Now we’re going to add our headline which is “10% off on all marketing courses”. And then when we go down here to see more URL.
- And the thing I wanted you to notice is that we manually changed the content in the content in the earlier UTM code that we created, the content was offer but now we’re going to change the content to see more so that we can see whether somebody generated the click from the offer or from the ad itself. And then we’re going to do is toggle our Facebook pixel on and then we’re going to publish.
How to Get Leads for an Expensive Product Using Lead Ads
When you’re selling expensive products and services you should have idea about the thing, which we were sharing in this module of “Facebook Ads marketing Blueprint Course”, so here are some examples: cars, real estate, expensive professional services, some business to business or B2B offerings.
The first step is to get the contact information of people who are potential customers because your sales cycle is probably going to be a little bit longer.
This is perfect for the lead generation objective within Facebook Ads Marketing for business and in my experience we are usually able to get leads that easily for hire into professional services for around 10 or 11 dollars per lead just to give you some kind of benchmark.
So we’re going to be doing here is launching a lead ad on Instagram targeting all wealthy moms. So how do we launch a lead generation campaign? What we’re going to be working in the ads manager.
So from the menu we want to go to the create and manage column and go to the ads manager and then we’re going to be creating a new campaign. And then our campaign name is going to be “female leads for the new Tesla launch”.
So I’ve gone ahead and switched the campaign objective to lead generation.
- Our Adset name is going to be “wealthy moms in San Francisco”. You’re going to notice here that we had to accept some terms related to Leeds.
- A lot of this is related to the new data privacy stuff that’s going on in the digital marketing world in our ads names are going to be “Tesla with wings lead form”. So we’re going to go ahead and do this and we’re going to save to draft right now.
- Click on the ad set here in the upper right hand corner and we’re to on to our audience and we’re going to change a few things. So here we are in the audience section let’s eliminating United States as the location and we’re going to change it.
- So let’s change it to San Francisco and I’m going to help you build another skill here and that is to calibrate the radius of your location Anchor. So just to give you a sense of how you can use this. You can drag this anywhere down to something like 10 miles which is more specific.
- But we’re going to actually manually go in here and change this to 30 miles. So what that implies is that even though our location is set to San Francisco we’re really covering almost all of the Bay Area with this particular ad.
- Now let’s keep building your audience targeting skills. We’re going to be using some of the more fundamental elements of audience targeting here like demographics.
- So let’s switch to the gender only to women. And I want you to practice along with me here so that you can build these skills. Let’s change that age to 25+. So now is going to be 25 to everybody over 65 and we’re going to be using some of the detailed targeting and we’re going to show you a couple of important details here.
- So let’s add a college grad here. All right. So I just want to point out a little nuance here. You’re going to notice that by this college grad It says education level here whereas here says bachelor’s degrees or higher and that’s interests. So these two characteristics live in different parts of Facebook’s user data set.
- One of them is an interest. So that means that for whatever Facebook’s out rhythms have determined somebody is interested in bachelor’s degree or higher whereas education level is probably matched from a third party data source like TransUnion or maybe the user said that they are a college grad on their profile. But we definitely want to be using the demographics area characteristics not the interests area.
- So we’ll go ahead and select college grad and you’ll see up here that we’re in the demographic section and that’s where we want to be for this type of stuff rather than interests.
- And now let’s go down and we’re going to be using some of these advanced features. So what we want to do is we want to narrow the audience. So if you notice that when we say narrow that means that the audience is going to also match something else whereas if we exclude that would mean that it’s going to take away people who have a certain characteristic.
- For now let’s use this narrowing or going to use this must also match. And so here what we’re going to do is find parents.
- So again if you look if you just put in the word “parent” you’re going to get interest targeting. If you put in “parents” you’re going to get demographics targeting. We want to use demographics targeting here. So let’s keep on moving on.
- All right now we’re going to build your skills with the placements again. So now what we want to do is we want to make sure that we’re only deploying this campaign to Instagram and you’re going to see by default we can’t deploy lead ads to Messenger or Audience Network. So we’ll just go ahead and de-select Facebook.
- Now we’re going to scroll back up to the top and click this one ad here as we keep building this campaign for your practice.
- We’re going to be choosing this type of creative and added with an image or a video. So here’s one of those images we’re probably going to use this one since we’re going to be deploying this on Instagram. So a square image is better for Instagram. You’ll get more retail space or real estate in the network than if you have a landscape sized image.
- And with the text here let’s make it feel exclusive. So in this case what we want to do is imply that there’s something limited that this is an exclusive offer because people are buying a really nice car.
- So the text that we’re going to choose is “the perfect balance of beauty and performance. The limited edition Tesla Model X will be available starting August 1st.” Pick something that I wanted to give you in this update of the Facebook and Instagram ads of course as opposed to the earlier version. So we’re working more on your creative skills because that’s a really important part of your success on Facebook for business network.
- So next up you’re going to see that we landed here in the area where we need to create a lead form. So now let’s build your skills and I encourage you to follow along again.
- So we’re going to create a lead form and let’s use a new form. So in this case we’ll just go ahead and leave this at the more volume of leads and then let’s click intro here and let’s upload a better image than this because by default this is cropped it kind of ugly. So let’s go ahead and upload a different image. Now I’ve got a better looking image there especially if you’re selling something high dollar you need to make sure that your stuff looks really good.
- So we are going to put a headline in here and you see it’s going to offer people to sign up and receive a free model X brochure, if they opt in. And we wrote a little paragraph here that is honestly taken from Tesla’s Website. So this is kind of how they describe their product.
- And we’re going to go ahead and select this questions option here. We’re going to add a custom question here if you would like to. Actually I take that back.
- So now I want to just go ahead and added the thank you screen because this is a nice place to leave people with a good feeling as they’ve just opted into a lead. So the main thing that I wanted to show you as an option here is the button text. So we always want to make this so that people feel like they’re getting what they want if they click the button.
- So I’m going to go ahead and change this button text a little bit. So now the button says preorder now and we’ll go ahead and save this and then finish.
- And then now we have our lead form built. People can sign up and for our Facebook ads marketing campaign, we’ve got our Facebook or Facebook pixel activated. We’ll just click publish.
Now to wrap up before we move on. There is an interesting feature related to Leeds and that is how to collect your leads. So specifically you can automatically have leads go from Facebook ads to a CRM system. For example if you or your company uses sales force that’s an easy integration. So let’s look at that for a second.
So what we want to do here to find something I want to show you.
So let’s go appear to this filters and what we’re going to do is we’re going to select the different campaign delivery objectives and we’re going to pick the lead objectives. So there’s lead generation. And if we add that you’re going to see that one of the campaigns that I ran came up.
So this was a little lead experiment that I ran. And if you click here on this is in the ads tab.
This is a way where you can download your leads. So whenever you’re trying to get the leads from your lead form you want to go to the ads tab of the particular campaign that you’ve launched. And then you can download them manually.
You will also see here that here’s the link to connect to your CRM your customer relationship management system. If you have that integration available if you already are using a recognized CRM system if you’re running a lot of lead ads then that’s a way that you can connect your CRM into your Facebook for business infrastructure. So if you wanted to download them you could just download them there and you’ll get the information that you requested in your lead form.
Let’s move onto the next section of our course “Facebook Ads marketing Blueprint Course” by TheBlogMentor, where we will introduce Brand to our Audience.
Introduce a Brand to an Audience Using the New Canvas and Creative Hub
All right I am excited to be working with you on the Facebook canvas in this section of Facebook Ads Marketing. I think you’re going to find it really fun. I’m going to teach you how to use this Facebook canvas feature it’s a new feature and it really enables you to create an immersive experience on the platform directly.
So the Facebook canvas is an instantly loading full screen experience that acts like an on platform landing page. It can include videos, photos, text, links, and more.
So what you’ll need to create this canvas that we’re going to be creating together because it’s much more creative than a typical ad is you’re going to need a short square video.
And it’s important that your key messages are delivered via text not just the audio or the voiceover on the video because a lot of people watch these videos with the sound off. We’re also going to need a headline to introduce the product or service 3 images that are related to key features that you want to talk to people about.
3 key features whether it’s a product or service a place whatever it is that you’re selling and then you’re going to want some text for below the carousel. And so we’re going to be getting into all that now through the fresh Facebook Ads Marketing Campaign.
- So we’re going to be working in the creative hub, in the menu under Plan > creative hub.
- So we’re going to be creating a mock up and then we’re going to do this in Facebook. Let’s do a canvas.
- So now we’re going to select our page.
- To start, let’s go here to this plus button next to this canvas link.
- And you’re going to see this is pretty flexible you can add components manually but we’re going to be using something close to one of the layouts that Facebook already offers.
- So let’s click explore layouts and working to use the showcase your business layout use lay out. This is great for showcasing a new place, a new product, a new service line, something like that. So it’s a really good top of the funnel tool.
- So let’s go ahead and name this and we’re going to name it the easel teaser canvas. So I’m going to say easel teaser canvas. There’s our name Version 2, because I’ve already created this as I built the learning experience that you’re taking now. So let’s replace the video.
- So click replace video and I have already created a video. So that’s what’s going to be our teaser video there. Let’s move down here to the text.
- This is so fun because it’s so much more creative. Let me show you an example. So as you highlight this here and you click on the color.
- Now we can use hex codes so that we can use our colors that are associated with our brand. So I’m actually replace this hex code here and it doesn’t look that different but different but this is the easel Navy that we use.
- And some of the close that just to keep everything a little bit on brand. I love making things look great. And then let’s go ahead and delete the first image.
- We just want to delete this whole widget here.
- So we got two more options delete. All right now we’re going to be adding custom images in this carousel.
- You’re going to see here that now we’ve changed the destination URL here. So if people tap on any of these images it will take them to this destination. If you wanted to add UTM codes here you certainly could. And you can kind of see how that user experiences as they scroll through the different images.
- So even though you’re on image to the text will stay the same here. And then just to build your skills. Let’s go ahead and practice; you modifying how some of this stuff is laid out.
- So we want to delete this button here and then let’s replace this photo with our image.
- And then now let’s add a component just so that we can build your skills and look at a product set.
- And let’s just do all courses. Great. So now you can kind of see what that looks like. I love bringing back the things that we learned earlier in the learning experience. So let’s go ahead and save it. And once you’ve built your canvas you can always preview it and you know send a copy of a link to your mobile device which is kind of fun but let’s go ahead and import this and actually launch it as an AD.
- So, we’re going to close this out; and we’re going to go back here over to campaigns and then so to move forward. Let’s just go ahead and use a campaign that we were using earlier so you don’t have to do so many steps and we can build your skills around modifying campaigns and adding new ad sets and ad groups.
- Let’s go ahead and select our “gaslight Saturday morning insta special” and let’s click on adsets, now let’s go ahead and select the existing ads set and then let’s click duplicate it we’ll leave it in the original campaign.
- Now why did we duplicate this campaign? Because if you remember our placement for this campaign this was our lookalike Instagram campaign earlier; our placements are set only to include Instagram and canvases are for Facebook users.
- So let’s go ahead and select Facebook eliminate Instagram. So let’s go ahead and select Facebook eliminate Instagram. Now let’s go over and click over to these three ads and then let’s do view an ad and if you don’t have a new ad then you can then you can actually create a new ad.
- But let’s go ahead and change this one to new canvas launch and then we’ll save it to the draft.
- Now let’s de-select these two ads. And then there’s practice editing. So now we’re going to edit our new canvas launch and if you go back over here to add sets you can see where the placements are: Facebook only, like we need for the canvas.
- All right so now under create ad we’re going to leave it here at ad with it with image or video. And then we’re going to go ahead and select “yes we want to add a full screen canvas”. Let’s use an existing canvas: the canvas tutorial which is the one that we have just built.
- All right so it’s just a practice let’s clear images here. We’re going to go ahead and select our image and let’s use the animation image which you saw to use there.
- And then here’s the text that we want to use.
So then all we’re going to do is make sure our pixel is on and then will publish it. And now our canvas is being advertised through our Facebook Ads Marketing campaign, which we have created now.
So, putting the course’s word length into mind (as we have already crossed 17000 word length), so we have to halt this course to this part only. We will update the link for part 2 in this post later, so that, you can directly go to the 2nd part of this course: “Facebook Ads Marketing Blueprint Certification Course for Business”. But if in case, we forgot to mention the link, do check out the course on timely basis.
COURSE NAME: Facebook Ads Marketing Blueprint Certification Course for Business 2021
Part 1: CLICK HERE
So, meet you in the next part, where you will go to learn much more things. Stay connected to TheBlogMentor for latest course updates.
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