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