🌎 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

6:05 Video (22 MB) HD Video (56 MB) Audio (6 MB)

The obligatory segment in the in the beginning of any Facebook ad scores is to talk about how big Facebook is. And I think many of you know this, but it is interesting when you start seeing some of the data. So let's go ahead. I'm gonna go and share my screen now and we'll look at these notes here. Alright?

So Facebook has by far the biggest user base. And this this data is actually like as of this recording, at this data, it's like 2 years old. I think this is the 20 21 data, yeah, October 21 data. But I couldn't find a newer data set, which I think Wikipedia, you can trust it. It's going to have more or less than the newest data.

So look at this. Of all the social media platforms in the world, Facebook has by far the largest. I I didn't even know it was almost 3000000000. I knew it was surpassing 2 and a half billion, but my gosh, almost well, by this point, now it's 2 years later, it's it's probably 3000000000 by now. And and in terms of daily daily, this is this blows my mind.

This is monthly active users, like people who log in and use the platform at least once a month. This is people who use it every single day. And that's at least that's by this point, at least 2000000000 people. Now compare that to YouTube, which has 2 and a half monthly active users. And people would even question whether this is called social media or not.

Right? But, anyway, it's a content platform. What's app, which is now owned by Facebook or owned by Meta, I should say, people question whether it's social media. It's more like personal messaging and a little bit of group messaging. But in terms of getting your content out to the most numbers of people possible, Facebook is is by far, and of course, Instagram too, which is owned by meta.

These 2 are by far the easiest ways to get your message out to the most numbers of people. TikTok, you know, to be honest, I I haven't used TikTok or I I'd used TikTok. I used it as a marketer a little bit. And it just makes me real nervous how much China controls TikTok. And just I kinda don't wanna support that.

That's my excuse also because I'm not that entertaining in in under 1 or 3 or even, you know, 6 minutes or whatever the the limit is. I'm not that entertaining. I can't dance. So let's see what else do we what what other options do we have besides Facebook and Instagram? Let's keep going.

Right? Yes. YouTube, but YouTube ads are much harder to to to get right than Facebook and Instagram ads, which is why I'm glad you are in this course. But what what others yeah. If if you're not entertaining, that entertaining sorry, TikTok's not gonna work well for you, especially if you're not that entertaining to teenagers because they are the gatekeepers at TikTok, which then determines whether you think it's seen by a lot more people.

I'm not that entertaining to to teenagers. WeChat is really more of a personal messaging. My, you know, my mom and dad use WeChat, you know, you know, really 8 Asian countries more or less. LinkedIn 900000000 Certainly, I have a whole course on LinkedIn. I agree with that.

That's really the next platform. So really, we're talking in terms of getting your content out to the most numbers of people easily. It's Facebook ads, Instagram ads, and LinkedIn ads. It's really those those those 3 options What other options do you have? I mean, let's keep going.

Right? What are the options do you have? What? Snapchat? Are you kidding me?

Not really. Not anymore. Do you know anyone who uses Snapchat regularly? I don't. Right?

What else do we want? Pinterest really, really monthly monthly active users is under a hundred million or Okay. Fine. Over a hundred million by this point, whatever this point means. Yeah.

Over a hundred million. Sure. But really, come on, compared to 2000000000 daily active users now, you might say to me, George, more people doesn't mean that it's a better fit for me. I want I use Pinterest because it reaches more women of a certain value set. Okay.

But those women are also on Facebook and Instagram, multiplied by probably 10 times. People have to understand this. Oh, George, Facebook people are not the right fit for me. Instagram people are not No. The fact that they are the biggest platform, let's get this correct The fact that there is just about 2000000000 daily after users on Facebook means that Take tell me any demographic you want to reach, any value set, any age range, any location, any profession.

You can target, you know, you could target specific professions on Facebook. Did you know that in Instagram? People who work at specific companies who have specific job titles. It's ironically probably cheaper and easier to target executives on Facebook than it is on LinkedIn. It's certainly cheaper for sure.

It's like by 5 to 10 times cheaper to target managers and executives and HR professionals and whoever you wanna reach, you wanna speak in companies. You wanna do workshops at corporations or organizations, Facebook ads might actually get you there faster than LinkedIn ads. Certainly, it'll get you there cheaper. So any demographic you wanna reach, stay at home moms, corporate executives, you know, people who are interested in particular holistic methodologies or open to that, there are more of those people on Facebook and Instagram than there are on Pinterest periods. Total users, total user base.

You see what I mean? So this is why I'm glad that you're in this course. And like I said, this is the obligatory lesson in every Facebook ads course. How big this thing is, but hopefully, not just how big. I I never liked how those other courses explained it.

Hopefully, this explains it to you a little bit better. It's that demographics are easier to reach for any specific demographic. Than it is cheaper and easier to reach than any other platform.

FB has by far the biggest user base.

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

FB has the most daily users of any social media