Facebook mastery class
- 1. Facebook Mastery Class By Vipin Nayar
- 3. Why Facebook Ads? ⁃ Most Effective Digital Marketing Channel ⁃ Cheapest way to achieve your goals. ⁃ B2B Or B2C ⁃ There are 1.7 Billion People use FB every Month (20% of world population) ⁃ 1 of every 5 minutes people in the US spend on Mobile is on FB OR Instagram ⁃ Right Ad at Right Time to a Right Audience ⁃ Optimisation capabilities are INSANE ⁃ Sponsered is the only way to know that is an ad
- 4. Will FB Ads are going to die? ⁃ Facebook User-base Growth 1.86 ⁃ 2020 There around 2.2b Users ⁃ FB Revenue Growth ⁃ Fb Ads Started in 2009 but high growth in last 2014,15 and 16 ⁃ You need to skilled to compete
- 5. FB ads is not a trends: ⁃ Knowing fb ads is necessity. In 21st century you want to be master of fb ⁃ Every successful digital entrepreneur needs to know fb ads today
- 6. Customer-> Bait -> ad- >funnel -> sale Customer-> Know your customer 1- What do they really want 2- What is their #1 Pain 3- What will Solve their Problem
- 7. Customer-> Bait -> ad- >funnel -> sale Bait-> Is your bait good enough 1- Do they really want your bait? 2- Is it stupid enough? 3- What will SOLVE their problem?
- 8. Customer-> Bait -> ad- >funnel -> sale Ad->Is it attractive enough 1- Mention the pain 2- Is it noticeable 3- Emphasize on the BAIT
- 9. Customer-> Bait -> ad- >funnel -> sale Funnel-> What is your funnel? 1- Pixel Installed? 2-landing page aligns with ads? 3- Bait is noticeable on the LP?
- 10. Customer-> Bait -> ad- >funnel -> sale Sale: Its not over ⁃ Follow up ⁃ Look alike ⁃ Custom audience
- 11. Examples of Funnels Freebie Funnel: Ad->Landing Page->(Retarget Whoever didn’t leave info)-> OTO (One Time Offer) Upsell (Retarget Whoever didn’t leave info) Ad-> Offer a Free Product (Physical product, cheat sheet, ebook, video etc.) Landing Page-> Capture Name, Email, and phone -> Retarget Whoever didn’t leave info) OTO Upsell -> (Retarget Whoever didn’t leave info) If You have more expensive product: Ad->Landing Page->(Retarget Whoever didn’t leave info)-> Free Content (Email, Videos etc.)->Sell Something
- 12. Example: Dentist Funnel: Ad-> Offer a free teeth cleaning, whitening etc. Landing Page-> Capture name, email and phone (Retarget) Call Now to schedule your appointment to get 3 free whitening strips (Retarget)
- 13. Example: Gym Funnel: Ad-> Offer a free 1 week membership voucher Landing page-> Capture name, email, phone (Retarget) Call now to schedule and receive a free training session (Retarget)
- 14. Example: Hair Salon Funnel: Ad-> Offer a free haircut, blow drying, hair straightening etc Landing page-> Capture name, email and phone (Retarget) Call now to schedule and receive a free hair mask! (Retarget)
- 15. Consulting Funnel: Ad-> Offer a free product (Cheat sheet, ebook, video, Courses) {Don’t forget to mention the pain/problem and how to solve this pain and problem with the freebie. (Optional- provide proff)} Landing page - Capture name, email , phone The Bait (Video suggested)-> Call to action on a FREE capsulation call Survey to see if your are good fit-> Skype/phone call+ Close Example: Ad-> Create a video and run a video ad {create custom audience out of people that watch the video} Ad-> Retarget ad to video viewers To The Freebie Funnel (Much cheaper conversions)
- 16. Video Funnel: Ad-> Create a video and run a video ad {create custom audience out of people that watch the video} Ad-> Retarget ad to video viewers To The Freebie Funnel (Much cheaper conversions)
- 17. Example: Event Funnel Ad-> Create a video on people in the event (club, party, meet up) {create custom audience out of people that watch the video} Ad-> Retarget ad to video viewers To The Freebie Funnel (Much cheaper conversions)
- 18. Patient Funnel: Ad-> Create a informative video on your subject {create custom audience out of people that watch the video} Ad-> Retarget ad to video viewers To The Freebie Funnel (Much cheaper conversions)
- 19. Acodez Funnel: Facebook Ads Funnel: Ad 1-> Free ebook “3 step blueprint to create, run and profit from Facebook ads” {create custom audience out of people that watch the video} => Capture Cold Traffic Landing page-> Capture name, email (Retarget Whoever didn’t leave info) Thank you page-> Like my FB Page, and Join my Fb Group Ad 2-> Facebook ad tutorial video {create custom audience out of people that watch the video} => Capture Cold Traffic Landing page-> Capture name, email (Retarget Whoever didn’t leave info) Thank you page-> Like my FB Page, and Join my Fb Group Email Follow up (Content) Email Follow up (Content) 0. Free E-com Niche list (After a few emails) 0. Work with me (After a few emails) Calendar schedule Skype /phone call close
- 20. Acodez Funnel: Ad: Free cheat sheet “300+ commence niche”—> Added to eCom List and Funnel Landing page- Capture name, email Upsell $37 Product (Custom audience of people that bought) Thankyou page 1- Email Follow up (content ) -> eCommerce Webinar 2- Ad- eCommerce Webinar ($297 product) Free Consulting call email Calendar schedule Skype phone call + close
- 21. Business Manager Business Manager was created by Facebook for Businesses that have several people working on the company Facebook assets ⁃ Facebook Page ⁃ Ad Accounts ⁃ People ⁃ Apps etc. Business Manager allows you to manage all your Facebook assets in one place Business Manager account allow or deny access to other users to each of these assets
- 22. Why You Should Use Business Manager? These are 3 main reason to have a Business manager. ⁃ Have all your assets in one place ⁃ Give Permissions ⁃ Manager Payment Methods Have all your assets in one place- Create and manage all your pages, products catalogs and ad accounts under the business manager Give Permissions - allow your employees or partners become admins, advertisers or analysis on each of your assets. Manager Payment Methods-Manage how you will pay Facebook for each account. For Example If you advertise in a few countries and need to pay with different currencies you can use different account, with a different payment method in each of them.
- 23. Ads Manager: • The ADS Manager is the basic Online Dashboards to mange your campaigns • In the Ads Manager you have all the capabilities to create and edit campaigns, ads sets, and ads, Monitor the results and Optimise them. • It’s also convenient for having quick sneak peeks at your campaigns and viewing the results on a daily/hourly basis.
- 24. Facebook Fan Page: • Every Business needs a fan page • Even if you don’t intend of using it you must have one to release ads. • Do not buy fake Facebook fan page likes for social proof whatsoever
- 25. Creating a Campaign Before you start creating your campaigns, you should first understand their structure, Facebook campaigns are built from three different levels : ⁃ Campaigns ⁃ Ad Sets ⁃ Ads
- 26. Campaigns : Where you choose your OBJECTIVE. The objective is the goal of your campaign what you are actually trying to achieve it can be site traffic, app downloads ad getting conversions etc. Campaign Name: - FB ADS EBOOK LP CTW
- 27. Ad Set: The ad set is where you will define most of the settings like your budget, bid and especially who you want to see your ads AD SETS Name: • FB ADS EBOOK LP CTW || TONY ROBBINS || 22+ || USA || M • FB ADS EBOOK LP CTW || TONY ROBBINS || 22+ || USA || D • FB ADS EBOOK LP CTW || GRANT CARDONE || 22+ || USA || M • FB ADS EBOOK LP CTW || GRANT CARDONE || 22+ || USA || D
- 28. Ads: The Ad is the creatives you will use in your ad sets. In different campaign objective and placements. Each ad set can contain various ads at once, so you can test which works better for you. Under each AD Set 2 Ads
- 29. Optimization Works : Outside of Facebook (All website conversions) - Pixel • WC • WC Purchase • WC ATC (Add to cart) • WC VC (View Content) • WC LEAD • WC CR (Complet registrations) Inside Of Facebook • PPE (Page Post Engagement ) • CTW (Click to website ) • Video Views
- 30. PIXEL How to Install The Facebook Pixel 1st-You will need to generate the pixel from your Facebook account. To generate the pixel, click on the ads Manager Menu> All Tools > Pixel 2- once you have generated the pixel, you either want to install it on every page of your website, with the standard event placed in the correct areas, or send it over to developer to do it for you.
- 31. Campaign Objective: PPE (Page Post Engagement ) • The Purpose of the PPR, Is to find people that are most likely to engage with your post , like, comment , share. • Its a great way to get a lot of social proof and get a lot of Organic sales • A PPE is great to use when there is not a lot of DATA on your AD Account/Pixel yet, Because the PPE works on Facebooks Universal DATA Algorithm, Which does not require Past DATA.
- 32. Thinks to keep in Mind: PPE • Facebook Does not track sales that come from the “Post” of the ad. People that Arrive to your Ad, Through a share, Tag, Direct Link, is not your ad anymore Its a post. • Facebook Optimization work to show your ad mostly to people that engage with your ad, (and not potentially do anything else) • Example-some time desktop will not give that much engagement than mobile so Facebook start showing ads more on mobile. Other example as male are giving more engagement than female that is why Facebook is showing more to male than female. • This may cause some time loss in converting Audience. • Your Ad can be show to people that engage with your ad, but without the intention on buying (E.G Teenagers) • Or Mostly to the platform that gets engaged A lot, But not anything else (E.G Mobile) • When Doing A PPE it is Recommended to Do A 1200*1200 Photo Post
- 33. CTW (Click to website) - Traffic The purpose of the traffic ad is to get as many people to click on your ad to be redirected off Faceboook. It works on Facebooks universal Data Algorithm, which does not require past data (Like the PPE) Great to use when the initial investment is small (Lead, Cheap product, visitor, etc.)
- 34. Things to keep in mind: CTW • The traffic ad can only be done using a 1200*628 Dimension photo ad with a clickable image, which makes it extremely comfortable for people to click and be redirected to your website = sometimes junk traffic. • Best for Blog promotions, Small value lead ads • Recommended to use when the initial investment is small (lead, cheap, product, visitors, etc.) Because the traffic ad Gets a lot of Cheap Clicks • Great When Targeting a very Specific Audience that has a high chance of converting if reaching your page • Facebook Only Cared About Bringing your traffic, whatever happens afterwards isn’t relevant
- 35. VV (Video Views) The purpose of the video views ad is to get you as many views to your video as possible. Great for getting people to notice your ad, Videos are much more attractive than a static Image. Things to keep in mind- • You can create an audience of people that watched your video (3 second, 10 second, 25%,50%,75%, 95%) and target them with a new offer. • People that watched your video are probably interested in what you are going to offer • Remember that you can put use a video in a WC, CTW, PPE campaigns as well, but it won’t be optimised to get more views. • We Always Like to let a vv ad run alongside other objective ads, because of the insane amount of organic traffic that is acquired thanks to it.
- 36. WC (Website Conversions) ⁃ The purpose of the website conversion ad is to optimise on a certain action that happens on your website using the Facebook Pixel to get more of that specific action. ⁃ The WC campaign will eventually be your most converting campaign, because it is influenced by your OWN DATA.
- 37. Things to keep in mind: WC (Website Conversions) The purpose of the website conversion ad is to optimise on a certain action that happens on your website using the Facebook Pixel to get more of that specific action. The WC campaign will eventually be your most converting campaign, because it is influenced by your OWN DATA. Things to keep in mind: It is recommended to optimise on the action that is closest to your end goal and that has 20-30 conversions A Day. If you don’t have that many conversion on your optimal goal, try using a lower level conversion (One Step before the optimal Goal)
- 38. Not always will the conversion with the most actions be the most converting! Visitors (VC’S) - 300 ATC’S/LEADS - 100 BUYERS (PURCHASES) - 30 In A DAY So it is better to split test with maximum data The difference between the 7 day conversion window and the 1 day conversion window • 1 day conversion window for conversions that happen the same day • 7 day conversion window for conversion that happen on a 7 day period • 7 Days has been working the best for us but for optimal results, I recommend to try them both and see what works better.
- 39. Brand Awareness: The purpose of brand awareness is to get people to pay attention to your ads. (Better options to use currently) Things to keep in mind: You would rather do any other campaign that has a certain objective until more info is discovered about brand awareness campaigns
- 40. Local Awareness: The purpose of local awareness is to send out an ad to people near your business in a certain radius around your business (1-50 mile) You can target near your business in any campaign, objective, using the drop pin option. So there isn’t any good benefit with using the local awareness campaign yet.
- 41. Reach The purpose of the reach campaign is to get your ad to as many unique people as possible Things to keep in mind: • Great if you want to put a cap on the frequency of the ad (the maximum amount of times 1 person ca see the same ad). • Reaching as many unique people as possible is great when your target audience is very relevant to your offer/ad • If you just want your ad to been seen by as many people as possible, you can do it in any other campaign as well, by changing the “optimisation for ad delivery ” “Optimization for Ad Delivery - Daly Unique Reach
- 42. App Installs: Get people to download your mobile app with ads that direct straight to your app page on the App Store or google play. Download app ads are available when you have the Facebook SDK in your app, is listed on Facebook Installing the Facebook SDK on your app is a similar process to installing the Facebook pixel on your website Things to keep in mind: This is the most cost effective way to get downloads of your app. It is not only really cost effective (compared to other platforms), it also has the potential to get you the highest quality users, those you really want to download and use your app.
- 43. Lead Generation: Get leads Directly on the Facebook news feed without sending users to your website. With lad ads, you collect the users details like name, email , phone number etc. Directly on Facebook. You can download the leads you got to a CSV file or even connect it to your CRM system. Things to keep in mind: Lead ads look exactly like a conversion or a link click ad, but when a user clicks on the ad, instead of being directed to your website, your lead from will popup, pre populated with the users details, if Facebook has them. If not the user can manually fill them in Lead ads can be very useful when you don’t have a website or a landing page yet. If you do have a landing page, lead ads might be a good fit for your until crate one. While lead ads are very effective to get leads, take into consideration that usually users that come through lead ads might be less qualified than users who actually visited your website. Most of the times, the info that people have on Facebook isn’t updated, and they don’t use it anymore. That why I’d rathe build my own landing page and optimise for a WC Lead objective.
- 44. Product Catalog Sales: Really Good for E-commerce. Facebook allows you to create a product catalog through the business manager setting . Once you have created your product catalog on Facebook you will be able to dynamically promote your products. Audience : • Viewed or added to cart but not purchased last 7 days • Added to card but not purchased 28 days • Upset products • Cross sell products • Custom combinations
- 45. How to Add product feed to Facebook: Tools: ⁃ Facebook product feed Things to keep in mind: Use Product catalog sales when you want to market your product catalog directly to the user A very good use of the promote product catalog, campaign is running retargeting DPA’s which shows a specific Ad Depending What actions the user made.