🌎 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

7:24 Video (28 MB) HD Video (72 MB) Audio (7 MB)

Besides the size and the ease of reaching just about any demographic on Facebook and Instagram, Another reason why I love Facebook particularly is the ease with which we can post content of all kinds. So let me go ahead and share my screen with you and show you what I mean here. Okay. So for example, you can post all of these kinds of contents easily on Facebook compared to Instagram. Instagram is great.

We're gonna get to running Instagram ads at some point, but Right now, let me go ahead and show you. So for example, text only. If you 1 of the things that frustrates a lot of people is curating images for their blog post. Well, on Facebook, guess what? Some of my most successful posts are text only.

Look at this. There are no images at all. It's just how look how long this thing is. Oh, George is not gonna do 1 on Facebook because, you know, social media. It's just short attention spans.

This is way too long. Right? Way too oh my gosh. 5000 people reach. This is before I've run an ad.

Let me say this again. This is without running ads. Reached 5 6000 people just about. Okay? 250 likes, 14 shares, 55 comments.

This will never work on Facebook or any or any social media. It's too long, George. It's too long. People don't like something that's so long. They Falls.

Falls. Right? I could even go longer. I've had things that are longer and it and it worked well. So no images, no links, It it builds me an audience.

It it it's great for building an audience. Right? And and and then you can market to them which we'll talk about later. Videos obviously, you know, that's that's on just buying social media platform. This is a 20 minute video that got 67 likes.

I don't have that big of an audience. I mean, my audience at this point was about 8000 fans, not that many, but no ads. I didn't run an ad. These are all organic reach thus far. 67 likes with organic reach 13 comments.

No ads yet. Is Facebook dead? No. Facebook organic reach is more live than ever, but you just have to post something that people that your people care about. Honestly, We'll talk about the algorithm in a different segment later.

Okay? But that's the summary of the algorithm. When you post something, that people can easily consume. Even if it's long, they can easily understand it and resonate with it, it's gonna go viral. Okay, or at viral in your standards.

Right? Images, obviously, it's obviously, you know, this I posted Okay. When you whenever you publish a new book, be sure to post an image of of the new book because just new books. So, you know, take my blog to book course if you wanna learn how to publish book quickly, new books get the best social media reach when you ever announce a new book. Okay?

Or or re announce an old book that that's okay too. But this post got how much reach. No ads yet. I didn't even run an ad on this yet. Not yet.

244 likes. Again, out of a 8000 fan base, that's a lot. If you if anyone who knows these kinds of numbers know that that's pretty impressive. No ads yet. Organic reach.

An image. Okay? And look, only 3 lines. Look at this. There's not I didn't have to think much about how to write this stuff.

I even said I was taking a break. Maybe people like that I'm taking a break, but also people love, that's true. When you post it, you're taking a break, people will give you some love. But also releasing a new book. People also also love it.

There's nothing clever here. Nothing clever. Even the book the the book graphic is not very eye catching to be honest with you compared to many other book graphics. Right? Okay.

Let's keep going. Links, obviously, you can post links on all social media, most social media platforms, except on Instagram. And look how boring this link is. This link this link preview image is so boring, but it did pretty good. It's it's better than most of my posts.

Reached almost a thousand people without ads yet. This is before Avian Ads. Okay? 37 likes. Pretty good.

And then Events, Also, you can't post events on Instagram at this point as far as I know. Actually, I think you can post reminders about Instagram lives. But this is an event where people can RSVP for it. They can have multiple dates for it. It I didn't run an ad on this, so it didn't do as well as III wished But but anyway, it's possible.

You know, it does get some viral traffic you need when you do an event. And then carousel posts, Yes, you can do a Carousel post. No, not not the type. You know, you you may have seen people do Carousel post on Facebook where they just upload a bunch of images and it's basically a bunch of squares. They have to keep you have to you have to it's like a bunch of photos.

In an album below a mini album of sorts. That's not a Carousel post. Let me show you what a real Carousel post is on Facebook. Okay? This is what it looks like.

A Rio Carousel post can only at this time, look at this. This is a true Carousel post where you actually stay in 1 post and you flip through the slides. George, how did you do that? We will talk about this in an upcoming segment. Essentially, you have to run an ad for the Carousel Post first.

And then once you run an ad as a Carousel Post, then you can even share that Carousel Post on your Facebook profile. Yes. Look, this is my Facebook profile. Here you go to my profile. I just posted this today just as an example.

Whoops. Let me scroll down. Sorry. Scroll down. Down.

Down. Okay. Go to my profile and this is a Carousel post. I just post this an hour ago and I just shared it. And again, people surfing Facebook, looking at my profile, can scroll through the images.

You can't do this as a regular Facebook profile you have to run an ad on your business page, and then you can share it as a profile. So that's pretty cool. Anyway, there's also stories. Now at the time of recording. I haven't I've, of course, played with Facebook stories.

It's hard for me to to get a link to show you an archive story. I had to figure that out. If you have any examples of showing us an archived Facebook story, you can comment below. But this is again, this is why I love Facebook. It's so easy to do all kinds of formats of content and how and and every single format and do really well surprisingly, text has been my best performing format.

And, of course, short quotes can often do well, but long posts like I showed you earlier. These links are all below the video. You can click on them by the way. Long posts have built my career on social media, basically taking my blog posts copy pasting them. You know?

And and of course, I what I do is I try to break it up as as as I as I showed you earlier, you can you can look at you can look at I try to break it up a little bit to make it a little bit easier to read by putting, you know, little asterisk in between certain, like, segments just so I don't know if it's easier to be, to be honest. Maybe my audience is annoyed by that, but I guess I got used to doing it, so I'm continuing on. But anyway, long story short, doesn't have to be short, and it could still do really well. And it's easier to do this on Facebook than any other social media platform.

Facebook is the social media platform where it's the easiest to create variety of content...

Text example
Video example
Image example
Link example
Events example
Carousel via Ads first – then can be reshared as a regular post (on Page or Profile).

Last updated 26 Feb 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

Easiest to post a variety of formats (examples)