🌎 Facebook Ads & Marketing (2023+) FB / IG Ads

Course Content

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Intro to Facebook Marketing & Ads
- Warm Welcome to the FB Ads Course!
  2:38
- FB has the most daily users of any social media
  6:05
- Easiest to post a variety of formats (examples)
  7:24
- You can see info about who is engaging with your ads!
  4:51
- Warning -- Don't boost your FB IG posts but use Ads Manager instead...
  4:06
- Be aware of what FB spam/scam messages look like..
- If scammed, try these instructions...
  8:15
- If your Ad account is deactivated, start a new account...
  1:04
- FB Ads ✍🏽 Work Retreats to give you time to learn & implement the course!
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Evergreen Principles for Ads
- Occasionally sell, but always nurture.
  2:41
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The Algorithm
- The Principles of the FB & IG Algorithm
  12:04
- Intuiting the Algorithm (examples)
  7:21
- my FB page example of organic reach
  5:47
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Set Up Your Facebook Business Page
- Why set up business page when your audience is mostly on your personal profile?
  2:51
- Creating Your Business Page
  3:52
- Cover Image and Profile Photo
  7:08
- Set Your Page Username
  4:52
- Difference between Fans, Followers, and Page Likes?
  2:41
- How to find your FB Biz Page?
  1:18
- The minimum you need on your FB Page before sharing it...
  2:13
- Share your Biz Page regularly
  6:46
- Your regular post likers - invite them to like your page?
  2:20
- Posting to your Biz Page via Meta Business Suite -- fewer distractions 😅
  6:46
- Why I don't Boost fb posts but run Ads properly...
  3:54
- Important -- learn to recognize FB scams...
  9:22
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FB Profile vs Pages?
- What to post on FB Biz Page vs FB Profile?
  6:11
- Should you post the SAME content to *both* your Page and Profile?
  3:03
- Share your content from FB Biz Page over to your Profile...
  6:30
- If you have many more followers on your Profile vs your Biz Page, should you share your Biz Page posts? Workflow idea...
  5:43
- Should you allow Followers on your FB Profile? Different with followers on Page?
  7:34
- FB is integrating Profiles & Pages...
  5:52
- FBb Strategy for FB Profile vs Pages...
  5:17
- Turn on "Professional Mode" in your profile?
  18:31
- Profile Posting - Privacy Settings
  6:19
- Commenting on an FB post as Biz Page - a good idea?
  5:15
- Commenting on an FB post as Biz Page - how to do so?
  4:43
- Run an Ad via your Profile?
  11:46
- (reprise) Share to Biz Page or Profile where there's more engagement?
  5:41
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Facebook/Meta Business Account
- Set up your Business Account
  4:57
- Set up your Payment Method
  1:07
- Asap -- set up your FB Pixel 👀
  3:27
- How to create your FB Pixel and get the ID number
  9:26
- Finding the Pixel code again, after initial setup
  2:43
- FB Pixel Settings - Advanced Matching & Auto Events
  4:08
- Do we need cookie popup notices?
  7:57
- Create an Ad Account
  3:03
- Connect everything in your Biz Acct...
  6:05
- If you get an invitation from Meta re: an Ads consultant...
  7:31
- "Account Center Accounts" wtf does it mean?
  3:14
- If you cannot get to Business Account or Ads Manager due to cookie issues... use another browser
  3:08
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Create Your Ad Audience -- Warm
- Warm vs Cool Audiences
  5:27
- How to start creating Ad Audiences, and what types can you create?
  4:40
- Start creating Custom Audiences
  2:58
- Can you see size or names of your custom audiences?
  3:54
- Create a Website Custom Audience
  8:22
- Custom Audience of Your FB Page Fans
  3:39
- Custom Audience FB Engagers
  8:45
- Upload contact list to FB Ads Manager - Download and use the template
  6:50
- Upload contact list to FB Ads Manager - matching the columns
  3:22
- Custom Audiences (except mailing list) are auto-updated
  0:55
- Custom Audience IG Followers
  2:11
- Custom Audience IG Engagers
  1:51
- Saved Warm Audience (combine them all!)
  13:35
- You can now add your *Profile* Engagers as a Custom Audience...
  7:09
- You can now Boosts a Post (run Ad) via your Profile...
  3:22
- Target an intersection of custom audiences?
  2:15
- How to find your created audiences if they've disappeared?
  0:57
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Create a Lukewarm Audience
- How to create a Lukewarm ad audience
  7:32
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Create Your Ad Audience -- Cool
- Ads Audiences Navigation Walkthrough (Filters)
  6:05
- Custom Audience: "Not Updated" and "Not Available"
  2:48
- Lookalike Audience - what is it? Why is it important?
  13:11
- Minimum size of Lookalike audience "source"?
  1:49
- Let's Create a Lookalike Audience!
  5:46
- Create a Cool (saved) Audience
  11:38
- Exclude your Warm audience to create a truly Cool audience...
  6:22
- Will Lookalike audience include reaching that source audience?
  3:06
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Cool Audience - Ideal Size, Countries, Higher-Income
- Which countries to add to your Ad audience?
  7:47
- How to add countries, regions, or postal codes in bulk?
  6:49
- Which are the higher income countries?
  5:29
- Ideal audience size when targeting countries?
  10:12
- Local targeting - ideal audience size?
  6:37
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Cool Audience -- Detailed Targeting
- "Browse" to see what's available
  11:29
- Narrowing further & excluding interests
  10:02
- Example of narrowing further (forest bathing with your dog)
  9:36
- (Optional) Experiments in finding just the right target audience...
  15:31
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Creating an Ad Campaign
- Campaign Objectives - what are they? (and why I use Awareness)
  6:57
- Naming your Campaigns...
  4:14
- Campaign Budget setting
  8:56
- Ad Set - Performance Goal
  3:26
- Ad Set - Frequency Cap
  5:39
- Ad Set - Budget & Schedule
  4:00
- Ad Set - Advantage+ audiences?
  4:00
- Ad Set - use a Saved Audience
  3:35
- Ad Set - Manual Placements
  10:26
- Ad Creation - Use Existing Post
  8:35
- Ad Creation - should you check "Multi Advertiser Ads"?
  3:11
- Oops! How to stop an Ad Campaign
  0:48
- Reminder: How to easily get to FB Ads Manager?
  1:09
- If you want to create an ad *without* using an existing post ie a "dark ad"
  5:17
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Budgeting (money & time) for Ads
- How to budget for Cool vs Warm audience ads?
  8:34
- How long to run an Ad for?
  1:22
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Instagram / IG Ads (via FB Ads manager)
- Why I prefer running Instagram Ads...
  3:02
- IG ads will have link rather than needing to say "Link In Bio"...
  6:29
- How to run IG ads via FB Ads Manager (my preferred method)
  14:52
- IG Ad - also run FB Ad at the same time?
  3:30
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Boosting a FB Event
- FB Event Ad - Boosting it
  4:58
- FB Event Ad - more options via the FB Ads Manager
  5:43
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Analyzing the results of your ads... (the numbers)
- Set up the date range
  4:44
- Campaigns analysis Set up the correct columns...
  6:49
- Let go of conversions for now and track the other things...
  2:10
- Notice "the bottom line" in Campaigns Manager
  4:05
- Campaign filters -- to compare apples to apples...
  10:56
- Filter by post type/format to compare which ads & audiences did best...
  5:33
- Bulk naming (or re-naming) your campaigns...
  2:10
- Sort the columns to see what's best...
  7:17
- Reminder: what is FB Ads good for?
  6:17
- prevent Brand Fatigue by not advertising to your Warm audience so often...
  6:17
- Create a Report for analyzing campaign data
  10:08
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Qualitative analysis -- so you know if you're reaching the right audience!
- Analyze FB Ad Qualitative Results
  11:54
- Analyze IG Ad Qualitative Results
  13:32
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⭐️ Testing Audiences & Ads i.e. Cool Audience Ads
- Basics of audience testing
  6:19
- Principles of testing audiences & ads
  7:18
- Should you run Video ads on FB or IG? What formats are best to test Cool audiences?🤔
  5:35
- Spreadsheet for tracking your testing of audiences & ads
  16:50
- The Testing Plan, part 1
  10:04
- The Testing Plan, part 2
  6:33
- If it seems many profiles don't have enough info to check audience quality...
  4:03
- Alternative Strategy -- test by SELLING something or an intentional form-fill CTA...
  8:06
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An Ongoing Monthly Plan
- Key reminder – Ongoing Content + Occasional Invitations.
  4:55
- Monthly Plan: starting with Content Ads to Lukewarm Audience
  9:13
- Monthly Plan: also do a CTA Ad to Lukewarm (maybe also Warm) Audience
  10:17
- Monthly Plan: cool audience ad
  4:26
- Occasionally update your Uploaded Audiences
  4:13
- If your ads aren't getting results you want, here are the reasons...
  7:36
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Q&A
- Can you just run Ads for your offers if you don't have content yet?
  1:09
- Meta Marketing Pro? Ignore the popup/invitation to a call...
  0:52
- Reaching local vs non-local clients with ads?
  3:40
- You can see info about who is engaging with your ads...
  4:51
- Error: "This ad set must be published with beneficiary and payer information..."
  2:39
- Renaming a campaign: why does it say "publish"?
  0:24
- Simple FB IG Ads strategy -- Vix Anderton
  15:22
- Quick IG ad (via ads manager) for Jenny Clift
  7:25
- Can you edit the text of an Ad after it's been run? e.g. re-running an old ad with new info

6:17 Video (43 MB) HD Video (173 MB) Audio (6 MB)

So at this point in the course, you have learned a lot of the details for how to run an ad, how to analyze an ad, etcetera, how to set up your, you know, account for ads. But I want to revisit a bigger picture topic that I think is always worth remembering. which is what are ads for? And what should you expect? Because, you know, by this point, now that you've learned how to analyze ads, you might be like, George, I just ran my first ad.

How come I don't have a full client load yet? I'm I'm smiling, laughing. Hopefully, you don't have that kind of a fantasy expectation. But that's how some people kind of see ads. It's like you're supposed to I paid a $100 for this ad.

It's supposed to bring me a $1000 back. Right? Well, not if you're not skilled at running ads. Right? It's like with anything else, how can you back, but the first time or the first the first 10th time.

Right? You run an ad. You're supposed to get everything anymore back. You might get lucky, beginners luck. And if you do get beginners luck, that's why it's called beginners luck because you probably shouldn't keep expecting the exact same thing happening.

So What are ads? So it's so ads are not, hey. I run an ad and wow. I get all these clients. I mean, again, beginners luck sometimes happens.

It didn't happen for me. I just have to keep plotting along until I figured it out. Okay? So what ads are good for it. Think of ads as an amplification of what you're already doing well.

Okay? In other words, the content that you post of all the content you've posted, blog posts. videos, social media posts, where we're running Facebook ads. So whatever you put on Facebook, whichever posts did well deserves those are the posts that are the ones especially that already have some comments, if you can. Those are the ones that deserve your ad dollars.

you're amplifying what's already good and showing it to thousands of more people. Now, we're using it your money well. Okay? Another one is offers that have done well. If you have sold and launched I hope you've done you've you've sold you've launched more than one thing, but hopefully you've launched 3 things, 5 things, 12 things, or, in my case, a 100 or at this point, I've I've launched probably, yes, 100, definitely 100, you know, by this point of of different things.

and then I could look at it and go, okay. Well, for example, right now, I have 20 courses that are for sale on my website right now. and I could look at those 20 courses. Which ones are better sellers than others when I announce it? Well, of course, those ones deserve my ad dollars, not the ones.

So, like, when you're when you're launching something that's new, you have no idea if it's gonna work. your expectation about ads should also be like, let's see what happens because there's no history. Ads are an app amplification of things that are already or have worked well in the past. Okay? Another good use of ads is impressing your collaborators.

Here here's what I mean. Collapse is another core strategy that I use and and teach as you probably know. And, like, when you collaborate with a colleague, maybe you interview them, they interview you or you you're offering a bonus in one of their upcoming launches or programs or something like that. Well, when this person is collaborating with you, they probably are collaborating with other people too. And you're gonna be one of the few people who know how to run Facebook ads.

So it's like, oh my gosh. Every time I collaborate with George, it's amazing because I collaborate with 20 other people, but George is one of the only ones. Usually, I'm the only one who runs Facebook ad for this collab we're doing. Of course, I'm gonna wanna keep collaborating with you. You see what I mean?

So it's like you are gonna be one of the best partners to collaborate with now that you know how to run Facebook ads because Gas Gas would even be put $10 or $20 or $50. Now, especially, right, sometimes collabs, people go, hey, I would like you to be part of the summit. I would like you to be part of this, you know, panel of speakers. but you need to send an email out to your list of at least 5000. And and if you ever see that and you don't have an email list of 5000, We don't want to.

I have an email with this 5000, but I don't wanna send I never send emails promoting something. Okay? Promoting a a partner thing. I just promote my thing every now and then. I tell them, hey.

Listen. Even though I I I I my policy is not to send an email to my list promoting these kinds of things, I will run a Facebook that reaches at least 10,000 targeted people. How how about that? because that cost me whether it's it's it's about $10 per per per 1000 reach. So it's about a 1000 or sorry, about a $100.

A $100 for running an ad. That'd be just ten thousand people. that, you know, for me, I don't have to tell them that's how much it costs me, but that's that's worth it for me because to not send an email to my list and kinda bother my list that way, Anyway, that's a separate topic. We can talk about this separately. But ads are great for amplifying your best content your best offers and your collaborations.

And if you think of it that way and do it that way, you're going to have a proper expectation And it's like, okay. When I when I shared my content in front of a thousand people, I got this many likes. Well, if I share in front of ten thousand people, I'll probably get maybe not the same percentage of likes, but I'll definitely get more likes and get more comments and get more inquiries and things like that. So I hope this is helpful, and let's continue on to more content or more lessons here about Facebook ads.

Last updated 11 Aug 2023.

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🌎 Facebook Ads & Marketing (2023+) FB / IG Ads

Course Content

Intro to Facebook Marketing & Ads

Evergreen Principles for Ads

The Algorithm

Set Up Your Facebook Business Page

FB Profile vs Pages?

Facebook/Meta Business Account

Create Your Ad Audience -- Warm

Create a Lukewarm Audience

Create Your Ad Audience -- Cool

Cool Audience - Ideal Size, Countries, Higher-Income

Cool Audience -- Detailed Targeting

Creating an Ad Campaign

Budgeting (money & time) for Ads

Instagram / IG Ads (via FB Ads manager)

Boosting a FB Event

Analyzing the results of your ads... (the numbers)

Qualitative analysis -- so you know if you're reaching the right audience!

⭐️ Testing Audiences & Ads i.e. Cool Audience Ads

An Ongoing Monthly Plan

Q&A

Reminder: what is FB Ads good for?