The ONLY Facebook Ads Tutorial You Need in 2021

if you want your business to grow you need to reach customers on the platforms they love so today i'm going to show you how to set up customer acquisition and retargeting campaigns so you can reach more prospects and make more sales with facebook ads this tutorial is going to be comprehensive showing you everything you need to know to get started so strap it you're going to learn how to set up campaigns how to create audiences how to create effective ad creative how much to spend and of course how to analyze and optimize your ads to get even better results by the end of this video you'll have a solid understanding of how to run profitable facebook ad campaigns [Music] now on a fundamental level there are two major reasons why people buy products and services to take them closer to pleasure or move them further away from pain so before you get started with the facebook ads manager you need to dig past the obvious to unearth problems that your customer is facing figure out how you can solve them and in the process make their life better and then you need to communicate this so here are some quick tips before we get started successful ads focus on benefits not features successful ads use emotion emotional ads actually outperform rational ads by 200 and successful ads focus on a single theme so keep it concise to quote marketer and author dan s kennedy identify the essential and eliminate the rest now advertising audiences fall into two basic categories retargeting which means going after people who have already visited your website or engaged with your ads and this is what marketers call a warm audience now the second is prospecting which means going after people who have never heard of you and this is what marketers call a cold audience now if you're looking to get started shopify is offering a free 14-day trial simply click the link above to take action to level up your ecommerce business now facebook has people categorized into three cohorts depending on how you behave on facebook the first is scrollers and these are people that endlessly scroll the feed but don't really engage then we have the clickers and these are the people that actually click on posts and engage and lastly we have the converters and these are people that actually undertake profitable actions like say clicking on an ad and then making a purchase so the first thing we're going to do is set up saved audiences in your business manager click audiences in the left side panel then click the blue button that says create audience and then click saved audience in the drop-down the first thing we want to do is name our audience make sure it's something descriptive you'll be able to identify next we want to make sure that our locations are where we can actually ship to and where our customers are located for us that is going to be the united states and canada then we're going to adjust the age parameters to make sure it reflects our buyer persona for the purposes of this tutorial i'm going to be selecting between 21 and 45 but you'll want to make sure that yours reflects your target audience next you'll want to make sure to update the gender and the language to also reflect your buyer persona now facebook uses what is known as discovery based targeting meaning that ads are matched with people that have previously expressed or shown interest in a particular topic first we're going to start with what are known as dynamic audiences and these are the types of interests that are constantly replenishing like say a plant-based diet or vegetarianism new people are becoming interested in these every year we can also target interests that are less dynamic say people that have liked a page for a book or a movie it's important to understand that those audiences though are finite once you're done click create saved audience now once we've done our first saved audience we'll want to repeat this process it's important that we have more than one audience to run ads to so we can understand which audience is most profitable so in this example for a plant-based fitness course we are also going to create an audience for body weight athletes all the demographic information is going to be the exact same but what we're going to change is the interests it's so crucial that we have multiple saved audiences so that we can validate our assumptions and unlock the greatest return on ad spend so if you sell a highly niche product like say hockey equipment you might only have the need to create two or three audiences as there are only so many different types of people that play hockey however if you sell a product that has a wider customer appeal like say a mechanical keyboard you might find yourself having to do between four to six of these saved audiences a mechanical keyboard appeals to gamers and video producers and even writers so i urge you to think about this when you're done click create saved audience and repeat this process as many times as necessary now when you get into facebook ad manager you'll notice that it's broken down into three levels we have campaign ad set and at and i'll explain a little bit about each one when it comes to the campaign this is where we set our intended goal are we looking for purchases views or add to carts this is where we'll also set our budget and we have an option for something called campaign budget optimization which automatically manages your campaign budget across ad sets to get you the best overall results next we have the ad set and this is where we'll set up our targeting and use those saved audiences we just created to build out our targeted groups under an ad set we can have multiple ads this is also where we will set our daily budget finally we have our ad and this is where we build out the actual creative forum ad whether it's a video ad or whether it's an image ad so multiple ads can go underneath an ad set and multiple ad sets can go underneath a campaign how much should you spend on facebook ads this is the question on everyone's mind when they start out now the answer to this question is really broken down into three parts how much money should you spend on paid amplification overall how much money should you spend on testing and how much money should you spend on scaling let's start with overall overall you should be spending between 10 and 30 percent of your top line revenue on paid amplification now this simply means that for every 100 your company makes you should be investing 10 to 30 on ads to make more sales 10 is a great place to start and you can slowly work your way up as you find success and create ads and funnels that are proven to win you customers now this might sound like a lot of money but you don't need to spend it all at once nor should you your goal here is to be strategic and only put big money behind ads that are actually profitable so of that paid amplification budget twenty percent should be spent on experimentation and learning what ads work to truly discover profitable ads you need to test then eighty percent of your overall budget should be spent on accelerating and scaling ads that have proven to work through testing now you might be wondering during the testing phase how much money should you be spending on your campaigns well five dollars a day used to be a really good threshold for a beginner but the reality is with so many facebook advertisers you need to be competitive instead of thinking up a random number as a starting point you want to spend enough to reach 10 000 people which is going to vary based on how targeted your audience is however spending enough on a campaign to reach 10 000 people is vital to give you enough data to actually make informed decisions about whether your ad creative works and you have a winner or whether you need to go back to the lab and keep experimenting now when it comes to spending money on paid amplification many brands have some spoken or unspoken hesitations it can feel like a pretty big risk if you're in the early days of your business now one way that i want you to think about paid amplification is not about simply running facebook ads what you are actually buying here is data and brand assets that can be leveraged throughout your brand's lifetime a library of brand assets can fuel ad campaigns for years and data about who your customers are what they believe and how they behave is incredibly valuable and that can't be understated the final thing on this topic that i want to underscore is that paid media budgets should be dispersed using the scientific method hypothesis experiment conclusion the mentality of growth marketing is simple experiment small learn and scale only when you get it right if you love the idea of running a semi-automated business from anywhere then you're going to want to register for this free webinar that will teach you how to quickly start a profitable print-on-demand store this 40-minute webinar will get you from a product idea to setting up an online store to getting your first print on demand sale learn where to find designs how to connect with suppliers without paying for products upfront worrying about inventory or shipping a single package yourself just click the link in the description box below now once you've already started running campaigns you can access a view that looks like this where you can see all your campaigns all your ad sets and all your ads now we're going to run our first campaign from a brand new ad account navigate to the ad manager and click the big green button that says create then we're going to select the conversion objective go down to the drop down and insert a name for our campaign what you want to name it is the date and then the name of your campaign including the objective the reason we want to do this is that so it is really easily identifiable when we have multiple campaigns running later down the road then click the blue button that says continue you'll be brought to a screen that looks just like this now we talked a little bit before about campaign budget optimization and you want to make sure that this is turned on when it comes to how much your campaign budget should be we spoke a bit about that earlier in the video and how to optimize it for your particular business once you're ready with that click the blue button that says next and you'll be brought to the ad set when it comes to naming your audience follow the same naming convention we used earlier only this time insert the name of your saved audience followed by the conversion objective next we're going to want to choose our conversion event choose add to cart if you have less than 50 purchases and if your store is more than 50 purchases choose the purchase objective once we're done that we want to scroll down until we see where it says use saved audience we want to click that and insert the audience that we have already made so in this case it's going to be the audience i created called bodyweight athletes next we're going to make sure that automatic placements is selected and let facebook do their thing we can always experiment later down the road with manual placements but let's start with automatic placement selected we'll leave the budgeting area blank since we already enabled budget optimization and click the blue button that says next now we're going to name our ad creative simply we'll name it add creative one then we'll ensure that our instagram account is selected and we'll ensure that we have selected a single image or video we're going to be doing a single image creative first then we'll click the drop down that says add media and click add image and we'll select the creative that we already made which we know from our best practices should have been in a perfectly square format then we're going to enter the headline and what we want to open with is a product benefit statement the next thing we're going to do is input our primary text now we want to open up with some emojis and we want to open up with social proof as well to catch people's attention then we want to go down to a product benefit statement and then we want to go down to something that creates a sense of urgency finally we want to include our call to action right in the text so people know exactly what to do we've also included a link to our product page now moving on to the description and this part is optional as it will only show up on desktops so you can skip this all together if you would like to the next thing we're going to do is take the url from our product page and insert it right down below where it says website url we've done that we want to preview the url to make sure we're sending people to the correct page looks good to me the next thing we want to do is ensure that our call to action actually reflects what we want people to do in this case we'll switch it from the default of learn more to shop now now using this handy tool in the top right hand corner we can see what our placements are actually going to look like with our creative once we're happy with what our creative looks like on the various placements on facebook and instagram we're going to scroll down and create a url parameter this is going to let us know what ad sent people to our site when we look at our analytics so we'll click build a url parameter for the campaign source type in facebook for the campaign medium type in advertising for the campaign name make sure it is a dynamic campaign name and for the campaign content make sure it is a dynamic ad name next click the blue button that says apply and once we're happy with how our ad creative looks we're gonna click the green button that says publish so the next thing we're gonna do is create a second ad creative our goal is to run these head-to-head underneath an ad set to find out which ad creative performs better click the green button that says create and then right in the pop-up window input the name of the second ad creative we're going to call it add creative 2 then click the blue button that says continue just like last time we'll want to ensure that the proper instagram account is selected we'll scroll down make sure that single image or video is selected and then we'll add media but this time we're going to be adding a video when it comes to the optimal length for video ads it really depends on your business for example a video ad for an online course will likely need to be longer than a video ad for a pair of shoes you should take as long as you need to deliver your message but no longer however shorter video ads around 15 to 30 seconds long are best optimized for mobile placements next we'll insert the primary text using that same formula we spoke about for the first ad creative then we'll insert our headline which is a product benefit statement and finally we can optionally insert a description but that's only going to show up on desktop formats then we'll copy the url to our product page and we'll insert it where it says facebook url then we'll preview the url to make sure we're sending people to the right place looks good to me then we'll switch the call to action just like we did before to shop now now we're going to click build a url parameter we'll insert our campaign source which will be facebook our campaign medium which is advertising our campaign name will be dynamic and our campaign content will also be dynamic then we'll click apply once we're done this we can see the thumbnail for our video isn't particularly striking so we'll want to change that we'll click edit media edit video and then we'll click to where it says thumbnail so i'm going to click the button that says manual and instantly i'll be given a bunch of different options of some images that i can use as a thumbnail pulled directly from the video as you can see we have some pretty striking images here however i want one that has copy over it so i can transmit a message about my product so i'm gonna click upload and then i can use one of the previous images i've already created then i'll click the blue button that says continue when i like how it looks i can click save now once you've taken a minute to double check that everything looks good you can hit the green button that says publish so the next thing we're going to do is add our other saved audiences to this creative so we're going to click to the ad set level and then we're going to duplicate the ad set that we already created see we never want to create multiples of the exact same ad instead we want to collect the social proof all on that one ad so we'll change the ad set name to reflect our new saved audience then we're going to scroll down to where it says saved audience click the drop down and click the saved audience that we want to use this time so now we're going to navigate back to the ads column and we're going to scroll down to where it says add creative one and we'll check mark that and then click the preview button now we'll click the add preview to reveal a drop down and click facebook post with comments then what we'll want to do is copy the number extension that's after the facebook post url once we've done this we'll navigate back to ad manager then we're going to click on to add sets and click our second audience in this case it's plant-based foodies now you can see the ads that we duplicated from our first ad set so we're going to click add creative one we'll click the edit button and then right below where the headline says add setup we're going to navigate to that drop down and click use existing post then we'll click the button that says enter post id and we'll paste in those numbers that we just copied and click submit now that same ad from our first audience will be shown to this audience and like i said before for many products you're going to want to have up to six saved audiences which means six different ad sets so you would want to repeat this process for all of those saved audiences that way the same ad is being shown to multiple audiences and you're gaining all that social proof now the next thing we want to do is repeat that process but for our second ad creative so we're gonna navigate back to that first ad set and we'll click on the add creative number two then we'll click preview drop down to add preview and click see post with comments then we're going to copy that ad id just like we did the first time then we'll head back over to ad manager navigate back to our ad sets click back on the second ad set to add creative number two then we're gonna click the edit button then we'll access the drop down underneath add setup and click use existing post we'll click the blue button that says enter post id and paste those numbers that we copied then we'll click the button that says submit now we can click the green button that says publish now we're using the same ads in both ad sets and like i said this is so important for collecting all the social proof in one place i highly suggest that you look at your competitors ads for inspiration simply navigate to their facebook page click page transparency and scroll down to where it says go to ad library now you can look through all of their ads you should look for value propositions their ad copy and creatives the social proof they're using and call to actions all this information is really key for giving you an advantage when creating your own ads now some really powerful tools at your disposal in facebook ad library are that you can filter the ads of your competitors by platform country and even the impressions by date scrolling down we can see some really effective ad examples if we take a look at this one by clicking the c add details we can see that it opens with social proof really eye-catching creative with emojis that convey a message some more social proof superimposed onto the image a product benefits statement in the headline and a really clear cta when you are retargeted with a competitor's ad i highly suggest you click the three dots and scroll down to where it says why am i seeing this ad now you can gain insights onto the audience targeting they're using in their ad and this can be used when building your own checking out the comments on your competitors ads is a great way to learn questions customers have and use that language in your ads now let's face it marketing is a deep topic so if you're interested in learning more register using the link below to gain access to a free 30-minute webinar that will help you level up your marketing by changing the way you think about your store's marketing funnel learn how to go from first day to first sale in this free training course sign up right now now let's talk about creating winning ads a crucial variable for sustained success in running facebook ads is making scroll stopping creative your goals in making ad creative are twofold you want to make the person stop and pay attention and you want to get them to click with an open to buy attitude you don't just want to lure an audience in with clickbait now facebook offers multiple ad formats we have images videos slideshows and carousels but regardless of the format you're running an ad in here are some top tips for creating a better ad use the ada framework the ada framework is one of the core principles of modern advertising it's an acronym that stands for attention interest desire action you want to grab your audience's attention and inspire curiosity with a visual and message that makes them stop in their tracks use bold colors and strong headlines hold their interest by explaining a problem they face and how it is negatively affecting their lives or focus on the positive and explain an opportunity make this feel personal though so they feel like they need to seek out a solution desire is all about crafting an irresistible offer clearly explain how you can solve their problem and offer a path to improving their life action is about using a cta or a call to action that encourages people to make moves be straightforward and make acting easy include a sense of urgency around the limited time or availability of your product because that can make a cta all that more effective here are some basic design best practices for image ads keep it square square images take up 78 more real estate on mobile devices and have 64 percent higher click-through rates for text overlay you want to keep it to roughly 20 of the image now facebook used to have a really hard and fast rule about this but they've recently announced that they're going to be more flexible still data indicates that text overlay less than 20 typically creates ads that perform better here are some ad best practices with some really successful odds to illustrate the points use social proof use a product benefit statement use emojis to convey a message use a mobile friendly square format include a link to the cta in the text leverage guarantees to reverse risk change the facebook cta from learn more to shop now you want to be more specific about the action you want your audience to undertake now let's talk about ad sequencing rather than thinking about your ads as these isolated assets start thinking about your ads in a sequence sequencing your ads slowly introduces customers to your brand and is one of the best strategies for optimizing a marketing funnel by creating multiple ads with unique messages that correspond to a person's stage in the buying cycle you can guide potential customers towards a purchase and it's accomplished by running a retargeting campaign here's a really simple three-step funnel first we have awareness and this is your why make an ad that shares what your brand stands for and what problem you are solving appeal to viewers with content that stirs their emotions and gets them excited about tackling that problem consideration this is the how make an ad that entertains educates and helps people overcome objections you want to feed your audience's curiosity and more importantly you want to establish a great relationship last is conversion and this is the what now you have finally earned the right to win the customer these ads are reminder based and can leverage discounts and promotions as persuasion tools to actually prompt a purchase so now we're going to set up some retargeting ads for people who saw your video ad but never clicked through first click audiences and then click create audience in the drop down click custom audiences then click video next click the drop-down where it says people who finished 25 of your video then you'll need to make sure that your correct facebook page is selected and the correct video is selected then click the blue button that says confirm then change the time parameter from 365 days to 14 days finally you'll want to name the audience we're going to name this audience something easy to identify we'll name it retargeting video viewers last 14 days then we'll click the blue button that says create audience now let's set up retargeting for people who have visited our instagram so we'll click the blue button that says create audience we'll click custom audience and this time we'll click instagram account you can also do the same thing for a facebook page but this time we'll do instagram first things first let's make sure our correct instagram profile is selected then we'll click anyone who has seen a post or an ad and will change 365 days to 14 days finally we'll name our audience something easy to identify we'll name it retargeting instagram last 14 days then we'll click the blue button that says create audience and just like that we'll be able to target people engaged with a post or an ad on our instagram page now we'll set up some retargeting for our product pages click create audience click the drop down that says custom audience and then click website now you're going to drop down from all website visitors to people who have visited a specific page and you're going to change the time parameter to three days then head over to your product page and copy the url just until it says backslash products that way we're doing it for all of our product pages and simply paste that into the url field now we're going to name our audience we're going to name it retargeting product pages last three days then we'll click the blue button that says create audience now you'll want to repeat this exact process for people who have visited your product pages in the last 14 days and the last 28 days as most prospects won't be ready to become customers right away you need to make sure you're maintaining constant contact with these people this allows your brand to remain top of mind and increases the likelihood of a sale once you're done that you want to repeat this process for cart visitors collections and for your home page to do this simply navigate to those pages on your site and copy the urls the exact same way we did for product pages another way to retarget customers is to upload a customer list click custom audience and click customer list to do this you'll need a csv file that is formatted in a specific way but luckily facebook supplies a template that looks just like this that is easily downloadable now once you have your customer list correctly formatted simply hit the blue next button then facebook's going to ask you if there'll be a column that will assign a value to the customer if you have access to this information this is really really helpful as it helps facebook know which customers are most profitable then simply upload your csv file select it from your computer and click open i'm just uploading an example one for tutorial purposes then all that's left to do is name your audience and i highly suggest naming it something descriptive like high value customers if that's the list you're uploading all that's left to do is hit upload customer lists are a powerful way to upload a direct audience for either building a lookalike audience or running a remarketing campaign to create a lookalike audience it's fairly simple you just click create audience and click lookalike audience you'll select the desired audience size using the slider and then the country you want to target now lookalike audiences are when facebook creates a custom audience for you using data points to target people most likely to be interested in your business look like audience can significantly magnify your reach for new customers however it's important to note that lookalike audiences are only suitable for businesses that have already generated significant customer data when creating a look-alike audience you can do it based off a custom audience like say a customer list a facebook pixel or based on facebook page fans when analyzing and optimizing your ads here are some things you're gonna need to know reach this is the total number of people your ads have reached frequency this is the total number of times your ads have reached those people a frequency of 1 to 2.5 is ideal if it's not in this range reduce or increase your budget accordingly click-through rate this is the number of people who saw your ad and clicked ads with a higher click-through rate tend to perform better in the long run check the variance of click-through rate at the ad level while this isn't always related to the cost per purchase the knowledge can be used to create better performing ads finally we have cost per purchase this is how much you are spending per sale when analyzing your ads cost per purchase should be one of your guiding metrics but it needs to be added manually so we're gonna go to the performance and clicks dashboard so start by clicking the column that says columns performance from there you're gonna see in the drop down an option that says customize columns click that and in the search bar type in purchases now check off the little check boxes that say total and cost this will add cost per purchase to our dashboard but we want to see the total purchases not just everything segmented so in the sidebar we're going to scroll down and when we see where it says purchases we'll uncheck the subtasks below it this will make sure we're just seeing the total number of costs per purchase then we can click the blue button that says apply your goal here will be to make sure your average profit per order is higher than your cost to acquire a customer now i'm going to show you how to dive even further into the data click ad sets and then click breakdown which is in the top right hand corner in the drop down click buy delivery and then click age now you can see how much it cost you to acquire a particular customer in an age range for this ad campaign you can also do this with gender if you're targeting multiple countries you can do this by country in this case we're only targeting one and you can do this by region seeing which specific states in those countries are resonating with your ads and product here's how to find out which audiences and which ads are performing best go into the campaign and look at your ad sets look at the ones with the highest cost per purchase and turn those off next you want to try creating new ad sets with different audiences in that same campaign run them alongside the proven winners and after a period of testing turn off the losers and leave on the winners and then you'll repeat this process see we're always trying to beat our best result once you have data you can add in a look-alike audience to the same campaign to increase your audience size you'll only do this when you're ready to scale now i really want to remind you don't forget to register using this link to gain access to a free 30-minute webinar that will help you level up your marketing if this has helped you that's going to take you to the next level hopefully this video has given you a solid start in the world of facebook ads now it's time to actually action what you learned create some ads and make some sales thank you so much for joining me and don't forget to like and subscribe so you don't miss out on more tips to start and grow your online business remember we're a channel for small business owners with big plans i've been your host tyler and i'll see you next time on learn with shopify [Music] you

Channel: Learn With Shopify

Views: 90,042

Rating: 4.9457169 out of 5

Keywords: learn with shopify, ecommerce tutorials, shopify store, ecommerce business, online business, facebook ads tutorial 2021, facebook advertising 2021, how to run facebook ads, facebook ads for local business, facebook ads strategy 2021, facebook ads shopify, how to create facebook ads, facebook ads manager, facebook ads tutorial for beginners step by step, facebook ads tutorial for beginners, advertising on facebook, Facebook Ads for Customer Acquisition, facebook ads 2021

Id: M77Ia2VD_xI

Length: 35min 50sec (2150 seconds)

Published: Tue Mar 23 2021