ladies and gentlemen you truly are in for a treat today because for some of you guys you're coming into this video with zero facebook ad experience for some of you guys you might be coming in with you know a moderate or intermediate level of knowledge when it comes to facebook ads so whatever stage you are at i will take you from that the full-blown expert by the end of today's video in fact i've even gone ahead and broken everything down into timestamps below so if you want to skip to a certain section you can go ahead and do that just make sure you stay around until the end of the video because i'm doing a massive massive massive giveaway you will not want to miss and on that note let's get into today's training so ladies and gentlemen facebook ads master class step-by-step 2022 here is what we will cover why advertise on facebook all assets you're going to need to basically start advertising how to set up your facebook page how to set up your business manager how to create your first campaign how to define your budget how to value results as well as how to optimize your campaigns so why advertise on facebook well it's pretty simple you know we've got 1. 93 billion daily active users we have 28 billion total ad revenue every single year and you're gonna find that you'll spend roughly one dollars cost per click and 11. 54 cents cpm now if you don't know what cpm means don't worry stick around this video and i'll show you exactly why now why do i advertise on facebook well that's a great question and and to answer that you need to look at my two main companies so iig meter right there is my advertising agency that i started at the age of 16 while i was still in high school to support me and my mom i've been running that for five and a half years having an advertising agency is about as cool as having an accounting firm really not you know like a crazy crazy exciting lifestyle what is crazy exciting about it is the money that it gives you the free cash flow because the margins and the profits are so good from it that i can you know have my cmo or at least now after five and a half years of running it i can have my cmo who runs it i only need to work four or five hours a week on it which by the way that's after five and a half years i don't think you'll have this in the first year okay like it's it's not um it's not easy but it's it's simple to build up and every year you need to do less and less to attract higher and higher paying plans but as i said now five and a half years on at this point it makes me anywhere from 1.
2 to 1. 5 million dollars a year profit uh and with that you can do some pretty cool things with your lifestyle so yeah that is my advertising agency so that's a big reason why we advertise even though i never touch any of my clients ad accounts anymore and haven't for like two years now um so that's that then i also actually run the biggest education company on earth that helps other agency owners primarily in non-competing industries start and we help people who literally just are work in university or have a day job and they just want a business a lifestyle business that can help them have financial freedom location freedom and time freedom and scale up to 10k a month we help that subsection of people all the way from the agencies who are already doing half a million dollars a year profit and want to get to a million dollars a year profit and also just kind of streamline their system so in that business we actually don't do a lot of it pretty much 95 of our business organic but we still do some advertising in that business to bring in new customers ah also to mention at my agency the way that we get most of our clients except for referrals these days i said once you do something for five and a half years you build up a long track record uh is ads so the way that we bring in new clients who don't know us is we advertise so we actually advertise to get clients and then we advertise for our clients so yeah that's a little bit about why i personally advertise on facebook anyways let's move on here are some benefits of advertising on facebook first things first sell more okay you can advertise your product or service and send people to your website to purchase you can generate leads okay so you can use facebook adverts to collect names emails phone numbers and more directly from your targeted customers you can also use facebook ads to distribute content facebook and instagram are also the ideal places to distribute the content you create and maximize your reach you can also use it for app installs okay you can advertise app on facebook and instagram and generate more downloads because of it so there are a few different value propositions first things first is testing all right facebook is the perfect sandbox to mass test your offer whether you're on a budget or you have venture capital backing up your business you can get results in as little as a day and you can validate whether this product actually works and whether the market even wants your product next thing targeting facebook is by far the ad network with the most information about their users now this allows us as advertisers to micro segment our target and reach our exact ideal customers not only that but their machine intelligence works so well that most of the times you don't even have to use targeting at all since it already knows exactly the type of users who are most likely to respond to your ads then we have cpc now the real beauty of facebook is that they only charge you once you get a click and you can get clicks for as low as one cent although you know that's not very common average cost per clicks we see is anywhere from you know 30 cents all the way up to two dollars depending on your market and country and last thing is predictability on facebook when you dial in your funnel and your offer you can consistently put one dollar in and get two three five hell even ten dollars out with predictability as the saying goes the most dependable and consistent way to generate wealth is to turn advertising into profit so let's talk about the assets you're going to need to actually start advertising first things first is business management now a business manager is the container that holds all of your business assets so within your business manager will live the ad accounts the pages the pixels as well as the payment methods now below your business manager we have ad accounts right so you'll have one business manager and inside your business manager you can have five ad accounts this is where you create all of your campaigns and as i said you can have multiple ad accounts per business manager then we have your page right so the facebook page is where your ads will actually run from then moving on we have your domain now facebook now requires you to verify the ownership of your domain in order to drive ads to it moving on pixel now the pixel is simply a piece of code you put on your website that will track all the visitors actions for you so you can actually track what sort of results your ads are yielding then we have payment method simple enough now if you already have all the assets set up you can actually skip to the following time stamp for the campaign creation step by step but if you don't let me run you through it so let's talk about creating a facebook page now i will leave the link in the description for page creation as well as the guide made by facebook on how to create it the key here is to use real brand information as well as giving facebook as much info as possible about your business because this way you're creating more trust with them and letting them know that you are a real and serious business and this will really help you down the line because as you may know these days it doesn't take much for facebook to decide to disable your ad account so the more virtue signaling you can give facebook the better now you know having your ad account disabled is very very common and there's always coming back from it you know it's it's just part of the game these days so if you ever have an ad account shut down or whatever don't worry like we have had i mean between us and all of our clients i don't even wanna it's in the hundreds and hundreds of ad accounts shut down potentially even a thousand at this point right it's it's more rare to advertise well i guess it also depends what industry you're in for the industry we work in e-commerce and education companies it's almost more rare to have your ad account not shut down than it is to have it shut down so um don't ever worry your stress if your ad account does go down now let's talk about step by step on how to create your page first things first you're going to go to that link to sign up you're going to select the type of page you want to create whether that's business brand or community public figure you're going to enter in your business information for category type a word or two that describes your business and facebook will suggest some options add profile and cover pictures create your page's username and then add your business details so things like description contact location hours website i have a bonus tip for you make sure that before you run ads your page has at least 20 posts this way facebook sees it as a real page and we recommend you post at least three times a day for the first seven days and then you can decrease that frequency to once a day now just make sure you always keep your page active because this will increase your page longevity as well as relevant score once you've done that let's move on to step number two which is creating your business manager now the business manager is a tool designed to be your primary hub on facebook to manage all of your pages ad accounts domains and other assets i will leave a link in the description for the actual page you need to go to in order to create a business manager once again make sure you use as much real info here as possible i said this is what the link looks like so you will click on create account and fill up the information with your real business data make sure to use a work email address as well so no at gmail just press the less reasons you give facebook to look it and be like something just looks a little off here the better okay so try to use a business email if possible next confirm the creation of your business manager by clicking on the link in the email once again here's another bonus tip for you make sure you go through the business verification process as soon as it is available on your business manager this will verify that your business is an actual registered business and add another extra layer of security to your business manager an essential step when it comes to avoiding bans now moving on creating your ad account now your ad account as mentioned is the container that will hold all of your ad campaigns it is an entity that lives inside of your business manager now in order to create your ad account go to business settings inside of your business manager click on add accounts click on add and create new now simply name the ad account whatever you want you know this is only for internal purposes and select your time zone and currency now make sure that your time zone corresponds to your currency so u. s time zones must use us dollar as its currency for example otherwise you'll have problems when trying to run ads your ads won't deliver and you will have to create a new account here's another little bonus tip for you at the beginning you will only have permission to create one ad account per business manager as soon as facebook charges your card for the first time this limit is raised to three ad accounts for business manager and i highly encourage that you create all three as soon as they are available to have as contingencies basically to have as backup options now connecting your page okay we need to connect the page you created to your business manager so that way you can run ads on it so go to business settings inside your business manager click on pages then click add and add a page then simply search for your page here and select it since you're already an admin of your own page you won't need to do any further confirmation and this is kind of what it looks like anyways moving on to the payment method okay now we have to add a payment method to your ad account so that facebook can charge you and this is basically what the payment method page looks like so you're going to go to your business settings inside of your business manager you're going to go to payment methods tab and simply add your card you can also connect a paypal account or bank account directly just a little side note i strongly discourage paypal uh for some reason it seems to increase the likeliness that you'll have at account shutdowns i don't know why facebook just doesn't seem to like it and uh the other thing is either your client if you have an agency or you personally if your card keeps getting declined once again facebook really doesn't like that and it might lead to ad account shutdowns so if a client has that issue like for example we've had clients where they have ammo you know they have their amex and it's the charge always goes through there is never ever ever an issue with them and with them it's fine you know they can rack up the amex points all is good but sometimes they might have another credit card provider and they're constantly constantly blocking or declining the payments uh as i said that can cause a real big issue when it comes to advertising so with those clients i know they don't get the whatever the points or this or that but at least their ads don't constantly keep getting uh paused which is basically what happens when you know facebook can't build uh the card on file so with those clients specifically or if this is happening to you then just go ahead and do a direct um i think it's a direct debit it's called basically where uh facebook can just bill your bank account you know right off the bat uh they don't have to charge the card because then that way there's never any declines ever now another little bonus tip and to be honest i kind of just alluded to that in the last section but make sure you never use your card on your client's account they should always add their own cards so that number one they're built directly from facebook without having you as an intermediary and number two the billing information is consistent throughout their account meaning the business name on their account info is the same as the one on the credit card being charged this will avoid any account hold due to billing issues next verifying your domain now domain verification provides a way for you to sort of claim ownership of your domain in facebook business manager this has become a must in order to run ads since the ios 14 update now there are three different ways to verify your domain dns verification html verification and meta tag verification only one of these methods is needed now you can learn more about them in more detail in the link i'll leave in the description but here i will go over the dns verification method which is the one we use most often at our agency so how to verify your domain go to the business settings inside your business manager and click on the domains tab click add new domain choose the dns verification option and copy the code provided now log in to your domain registrar and visit the dns settings page add a new dns record of the type txt enter at symbol in the host name field if required then in the content field you can paste the verification txt record provided in business manager then simply return to business manager and click verify now this process will be a bit different for each person depending on the domain registrant used but it should be pretty similar to the one shown here okay so if you have any issues during this process try googling how to add txt dns record on and then whoever your domain registrant name is right next creating your facebook pixel now the only thing missing before you actually get into creating our ad campaigns is creating and installing our facebook pixel the pixel is just a little piece of code that you put on all of your website's pages it acts as an informant for facebook giving information about what actions the users on your website are performing this is how facebook is able to track how many clicks your ads got how many conversions it generated which can be either purchases leads views or other actions such as i don't know um adding a product to the card or initiating checkout and how much revenue was actually generated from these conversions now in order to do this you go to events manager inside your business manager click connect to data sources and select web select facebook pixel and then click connect add your pixel name enter your website url to check for easy setup options and then click continue now in terms of actually installing the facebook pixel there are two main ways of installing the pixel on your website number one is pasting its code directly into the header of all of your pages this way the facebook pixel takes care of tracking everything for you or second connecting it through the new facebook conversions api this way you collect the data directly on your site and then feed this data back to facebook through their api this is also known as sorry if this gets a bit more technical for some of you guys but basically this is known as server-side tracking now just setting this up could be a standalone video however all the major website builders such as wordpress click funnels leadpages shopify uh woocommerce um a web flow etc etc right they all have native integrations where you can simply paste your pixel id and everything is automatically set up for you all right they all have step-by-step comprehensive documentation on how to set this up so what i encourage you to do rather because you know i can't make seven little micro videos for each one of those um those website builders okay what i encourage you to do is actually just to google how to install facebook pixel on and then whatever the name of the website builder is you will definitely find everything you need with that so now we actually kind of get into some more exciting stuff which is actually creating your campaigns now before we do that let's talk about the three layers of a campaign the three layers are well first of all campaign ad sets and ads now campaign is our top level layer where we choose our primary advertising goal now this could be conversions post engagement lead generation video views or traffic amongst other things now most of the times we are going to be optimizing for conversions now the ad set is the second layer that sits inside a campaign now one campaign could have one or it could have multiple ad sets and the ad set is where we select our targeting bids placements schedule and budget okay which i will say is in the case of if we are doing ad set budget optimization not optimizing the budget at the campaign level now the third layer is the ad now one ad set can have one or it could have multiple ads now the ad is the actual advertisement you see on your facebook and instagram it holds the copy the headline the image or the video of the ad as well as the url destination of it so this is how it actually looks inside of the business manager at the top you see the three levels from left to right now in terms of creating a campaign first select your objective now this is really a matter of asking yourself what do you want as a result of the campaign is it leads is it website visitors is it purchases on your stores visitors to a physical store views the answer of this question will dictate your campaign objective but i will give you some bonus tips we usually create one campaign per offer to keep things organized and to not mess with each campaign's own optimization we also like to set campaigns just for testing and a campaign just for prospecting now we usually create one campaign to test audiences one campaign to test creatives and then one campaign to test different landing pages then the winners from each of these campaigns gets promoted to a prospecting campaign that has all the best creatives the best audiences and the best landing pages now ideally you should set around 70 to 80 percent of your budget to prospecting campaigns and 20 to 30 to testing another thing is using ad set level budget for testing campaigns this way making sure each ad set gets enough spend to make a statistically significant decision now for prospecting campaigns we like to use campaign level budget optimization because they are usually more consistent and require less upkeep so hopefully that wasn't too intense and i managed to explain it simply enough so let's get back into it now it's time to create our ad sets so first things first is define your targeting to do so think about the majority of your customers and answer how old are they what gender what do they like what are they interested in try to picture this ideal client in your head and use the targeting options facebook gives you to select them especially the demographic part of it now when it comes to interest targeting we usually select one at a time so we can test which ones work and which ones don't with the least number of variables possible now here's a little bonus tip for you once again and that is that one of our historically best performing audiences across all industries is broad targeting this means no segmentation at all now this lets facebook use their algorithm at full steam without limitations and gives them the power to decide which user should see your ad now their machine learning is so powerful and has so much data that this tends to work better than micromanaging your targeting options plus the more data you feed the machine through your pixel the better the broad audiences work now as a general rule of thumb we like to always select audiences that are quite large and avoid small audiences now when your audiences are too small your campaigns end up with delivery problems such as way too high frequency and your cpms which basically is how much you spend to get a thousand impressions skyrockets now for our advertisements to work profitably we need to keep our cpms as low as possible and targeting large broad audiences helps a lot with that so don't be afraid of it facebook knows who should see your ads no matter how different your product or service may be now pay close attention here we will start talking about the ad creatives and if you can only take one thing from this training and throw everything else in the trash that should be to focus on ad creatives there's no other activity or tactic or hack that you could use in your campaigns targeting bidding or any other element of your ad campaign that is going to yield such high returns as your creatives a great creative can work with bad targeting bad campaign structure bad campaign optimization and bad bidding strategies however having the perfect targeting flawless campaign structure impeccable campaign optimization and highly optimized bidding strategies cannot save a campaign with bad creatives so always keep that in mind when creating your ad campaigns creatives are our biggest lever in advertising and 80 of your focus should be on developing better creatives and testing more variations of them then we actually choose our ad format now a single image ad is just a simple ad with an image creative this is the most used type of ad that you usually see running on your news feed but don't mistake simple with bad we have made our clients millions and not even millions multi multi multi eight figures with just simple image ads next there's video ads now video ads are by far our best performing ads and there's no limit on how long your video can be and you can take advantage of it to convey emotions and actually show your products benefits and use cases in practice which you are not able to do with just image ads in most cases that is the trick for making video ads work is having a strong hook at the beginning to grab people's attention having a dynamic video to actually keep people watching and having a strong call to action at the end next we move on to carousels now these are a great way to showcase multiple products you have or create a slide presentation of your services or even of your content this usually gets a higher cpm so you really have to test to gauge whether they are worth running or not in your case next we have collections now with collections you can take advantage of facebook instant experience features so it's kind of an on platform website that loads before loading your actual website now the great advantage of these type of ads is that they take more screen real estate than regular ads so you tend to have higher click-through rates now let me give you guys some more ninja bonus tips okay now you can try and test all those different formats but at the end of the day what really matters is the image video itself that you choose to use in your ad paired with a great piece of copy and there are three keys to creating high performing ads number one they have to entice you to stop the scroll the ad needs to be attention grabbing to the point where it is more interesting for the user to stop scrolling than it is to keep scrolling now this is achieved with your video slash image and it ideally should trigger a reaction from the user in the moment they see it number two they have to get the click now the ad should give a strong reason for the user to click on your website the best way to achieve this is through curiosity now avoid being all clickbaity because this will get your ads rejected but learn how to add enough curiosity in order to get the click and the last thing it shouldn't look like an ad nowadays we get bombarded with so many ads that by default we have the banner blindness within us so as soon as we see something that looks remotely like an ad we just tend to ignore it ideally your ad should look like a post from a friend on the user's news feed or stories next let's talk about writing your ad copy now the key to writing ad copy on facebook is not focusing on benefits or making promises about the end result as you see on most copywriting courses and the reason this is the case is because if you make any type of claims in your ads your account will most likely be disabled so you want to keep it as low key and under the radar as possible this is why you can talk about the features of your product another thing that works really well for us is telling a story or using a metaphor slash analogy to get a point across but you should avoid at all costs any results oriented claims health related claims you should not use personal attributes on your ads avoiding at all costs being clickbaity or sensationless using words like fantastic wonderful secret unbelievable facebook really doesn't like the stuff next is understanding what dictates success because no matter what business you are in most likely your most important metric that dictates success is going to be return on ad spend which we call roads so you always have to keep an eye on it but not only that you should also pay attention to what influences you as to go up and down and for this you have to understand the three metrics that impact row as and they are first things first cost per click second conversion rate and then average order value now cost per click is as the name suggests how much you pay for one click now this is a function of two other metrics cpm and click-through rate your cpm depends on the audience and countries you're targeting but also on how good your ad is so facebook considers your ad to be bad you'll be penalized with high cpms if facebook likes your ad meaning it gets a lot of engagement and clicks you will be rewarded with low cpms next is conversion rate now the conversion rate is how many people buy your product service out of all the ones that click on your ad now if your conversion rate is too low the math is never going to work in your favor that's why it's also important to invest in conversion rate optimization because this has a direct correlation on how well your ads perform a good conversion rate really depends on your industry and pricing of your product but as a general rule of thumb we like to have above two percent for e-commerce brands and above over one percent for education companies then we have average order value or aov now this is how much revenue you get out of one purchase on average so if you manage to make your users spend more per order your average order value goes up and so does your row as and you can increase your average order value by adding post-purchase upsells and experimenting with different product pricing so let's talk about how to actually define your budget now your budget is one of the most important elements of your ads and you can both set it at an ad set level and a campaign level now at ig media we like to use ad set level budgeting for testing new things and then campaign level budget for prospecting campaigns so as in once we've already tested something and we know an ad set works then it'll go into sort of like the full production campaign and then from there we will use a campaign budget optimization now how much should your budget be great question now this will largely vary on a case-by-case basis but we like to keep it as a general rule of thumb to never go below 0.
5 x product price now this means that following this rule we would let facebook spend per ad set at least half the price of our product which would equal a 2x ros in case we get a purchase with this budget now if you go below that you are not giving facebook enough of a budget to test with for example if you sell a two thousand dollar product and you only test with twenty dollars a day during three days you only gave facebook sixty dollars to try to get a two thousand dollar purchase so that would mean a 33.
