- Hey everyone, it's Neil Patel.
And today I'm going to be teaching you about Facebook ads.
If you miss any of the previous lessons
in this course, "Facebook Unlocked",
you can find them all at neilpatel.com/training.
Just click on Facebook Unlocked
and you'll also find there underneath each lesson,
the cheat sheets, the worksheets, the PDFs,
the handouts that'll make each of the lessons easier.
So, you can get to zero to 100,000 followers
or technically 200,000 followers, much quicker.
So, what's the big deal about Facebook ads?
Well, Facebook ads is massive.
Mark Zuckerberg's one of the richest people in the world
not because people like him or hate him,
neither really of those matter.
It's more so he's successful and rich
because there's all these people on Facebook
and you can leverage ads to reach those people.
And it drives tons of revenue.
This is why Shopify is really big.
Sure, Shopify built a good product,
but a lot of people are creating these e-commerce sites
and using Facebook ads to generate sales.
If you haven't used Facebook ads, you're missing out.
It's bigger than any TV company, they hold a ton of power.
Google ads and Facebook ads are super effective.
So, I highly recommend that you use them.
And if you're not leveraging them
just go through this lesson,
and even if you are, still going through this lesson
because I'm going to have something special
for you at the end which are templates
that'll make your life easier.
With ads, the way it works is auction system.
People bid, and if whoever ends up bidding the most
and assuming that generates Facebook the most money
and the reason I say that is just because you bid
more than the competition doesn't mean
they will make more from you
because if you bid $2 and your competition bids $1
but they generate 10 times more clicks than you,
well Facebook's going to show their stuff more than yours
and the reason being is depending on how the ad's set up
they tend to generate more money from the ads
that get more clicks and have a much higher CTR
than the ones that have a lower CTR.
And that's why they also look at things like ad quality
and action rates, right?
How many people actually click, buy, purchase?
Because if Facebook knows that you win
and your ad is successful, you'll keep spending more.
We often see that relevant ads often costs less
and see more results.
And this way go back to the thing
and the example of click-through rates.
If your ad's shown a lot,
and it has a much higher click-through rate
than someone else's ads who's shown us equal,
yours is going to do much better.
So, don't just look at, "Hey, I want to go create an ad
and spend a lot of money."
I would first recommend that you check out
the Facebook Ad Library where you can put in
any of your competitors pages and you can see the ads
that are working for them really well.
This will give you ideas of where to start.
You can also start with manual bidding.
So, when you're setting up a ad,
manual bidding is just as simple as selecting bids.
What are you willing to pay for a impression,
a click, conversion?
And manual bidding is really simple
because it has a lot of variables
for you want to bid for the highest value,
you can control your return on ad spend.
You can also do things like have a target cost.
There's also lowest cost.
Using the lowest cost bid strategy is recommended
if you care more about spending your entire budget,
to spend your budget as effectively as possible,
this bidding strategy tends to be the best.
In other words, what it does is it tells Facebook
to bid with the objective
of getting you the lowest possible cost per event.
Funny enough, one of my ad guys
tends to use this a lot on some of my campaigns
because I'm trying to do brand awareness.
And once I know my ideal segment,
I'm just trying to go out there and get as many impressions
within my segment at the lowest cost.
There's also bid caps,
you want to make sure that you don't spend too much.
And this is what the bid cap is.
Cost cap is something similar but for costs as well
in which you want to make sure
you're getting the lowest cost per event.
And it can average out things like,
"All right, here's your total budget,
here is what you're looking to spend
per conversion, per click."
Whatever end up may being that you are optimizing for.
If you haven't used the Facebook Pixel,
you need to start using this.
This will help Facebook determine
when you have conversions and when you don't.
If they can track a conversion,
whether it's a email, a purchase
or any other thing that you want like a lead,
it can allow Facebook to better optimize
who they show the ads to because they can find
similar people which will then help you
generate way more conversions and spend less money.
To be successful in advertising,
you need to also understand the Facebook Auction
and then of course targeting as well.
The Facebook Auction formula is
total value equals advertiser bid
times estimated action rates plus relevancy and quality.
It really is that simple, and when it comes to targeting,
you have options like location, age, gender, languages,
interests, behavior, connections.
The more you use, yeah you're going to end up
being able to target less people,
but that's a good thing because you only want to spend money
on the people that have a really high shot of converting.
That's also why I do custom audiences
where you can upload your existing customer list
and they'll find other people who match those users
or you can Pixel your page and remarket them,
or even better, you can do things like look alike audiences.
So, look alike audiences says,
"Hey, here are all my customers,
go find me other customers who are identical to this
from an aspect of 1%, 2%, 3%."
And the more leniency you give Facebook,
the more people they'll be able to target
but typically the conversions aren't as great.
I also recommend that you layer targeting, right?
You don't have to just use one target type,
remember you can use as many as possible.
By doing this, again, you are much more likely
to generate the conversions you're looking for.
Versus if you just go too broad.
For example, if a lot of people who visit your site
are interested in gaming,
even though you have a business product.
Well, it doesn't mean that if you just target gamers
you're going to do well.
You probably would burn a lot of money,
get very little conversions.
You need to layer all these things
on top of each other to maximize your sales.
And you're going to get these sales
through images or videos, or in other words, any ad type
and I want to go over a few of the ad types.
Image ratios tend to be 1.91:1, to 4:5.
Upload the highest resolution images available
because people don't want to see blurry ones,
and images that consist of more than 20% text,
maybe reduced deliverability.
So, try to keep your text a max of 125 characters.
Too much text, they'll even warn you
and give you a notice on Facebook saying,
"It may not perform as well."
There's also an Instant Experience.
Instant Experience is a full-screen, post-click experience.
People can see entertaining videos and photographs
in an Instant Experience.
They swipe through carousels, complete a form,
access items easily, and it's just a easy way
to convert people.
With Instant Experiences,
you may find that the conversion rates to a full close
may not always be as great as you want
but it's worth testing.
Also try out a Collection.
A Collection is experience that involves a cover image
or a video followed by several images of a product.
So, they'll land on an Instant Experience,
when someone clicks on a Collection ad,
a full-screen experience drives engagement
and nurtures interests and intent.
The image or video may be a max of 1:1,
headline roughly 25 characters and text 90 characters.
Your ad's similar to Google, Google has quality score.
Facebook has relevant scores for ads.
From the quality, the engagement to conversion rates.
This all gives Facebook a idea
of they should show your ad more, less.
They don't just look at how much are you spending
because if you spend $100 a click
and no one wants to click on your ads
and someone spends a dollar
but they're going to get tons of clicks,
they're going to go with the one that is a dollar
because it has a much better relevance score.
When you're managing your ads,
there's the Ad Managers within Facebook
and that allows you to manage your ads,
not just on Facebook, but also through Messenger,
Instagram and any other future platforms
that they either end up acquiring,
or they end up integrating
within the whole Facebook ad ecosystem.
Ad Manager's amazing too,
they have a lot of great analytics.
If you haven't, make sure you check it out.
When you're setting all this up
choose the right bidding strategy, there's so many options.
You can automate it, you can do it manual.
What I recommend is whatever you decide to take
make sure you have conversion tracking set in place
because if you don't have conversion tracking set in place
you won't be able to optimize your bidding.
Instead, you'll just be playing a guessing game
and having that conversion tracking set in place
by putting the Facebook Pixel on your site,
it'll allow you to control your bidding.
It'll ensure that you can be profitable
and it can ensure that when it's time and when you're ready,
you can scale up your ads so you can spend 50,
100, 200, $300,000, whatever it may be,
even a million dollars a month.
And that's why it's super important for conversion tracking
because I've seen so many businesses
not knowing their metrics
and they just start going and bidding.
Next thing you know they spend all this money,
literally hundreds and thousands,
they think they're doing well
and all of a sudden it hits them
that they're starting to lose money.
And even when you set things up correctly
and things could be working, you also find
that as you scale, sometimes the metrics
just get out of whack and they're not profitable anymore.
Which is why you need to keep optimizing your budget,
optimizing your spend, optimizing your ad,
making sure you don't have fatigue.
If your frequency of your ads
starts getting well above one, two, three,
that means people are seeing your ads too frequently.
And your cost is just going to skyrocket through the roof.
Again, I can't emphasize this enough,
it's one of the biggest mistakes we see
at our ad agency Neil Patel Digital.
Just too many people aren't tracking conversions
and tracking them will help
make things much better in the long run.
So, some best practices for you for aspect ratios,
for image ads on Facebook.
A lot of people are using smartphones.
Think of it this way, Facebook generates more revenue
from smartphones and mobile phones
than they do from desktop computers.
So, pick formats that fit both desktop and mobile devices.
And that's very, very important.
So, I recommend if you're doing feed placements,
using a square of 1:1 images
and for vertical videos go 4:5.
For story placements, go 9:16 because people tend
to hold up their phone vertical instead of sideways.
For carousels with videos, I recommend the 1:1 ratio.
For in-stream video, again, I would do 16:9
because for a lot of these people
end up holding up their phone sideways.
For Audience Network Placements,
I recommend going vertical at 9:16.
I also have tons of templates for you
and this was my gift to you, I hope you enjoy this.
You can end up finding these templates
and they work for any type of industry.
This will help you get started
at neilpatel.com/training, click on Facebook Unlocked
and under week two, this will be the second lesson.
You can find all the templates, the worksheets
and everything that goes along with this course
to get you the best results.
If you need help with your Facebook advertising
you can also check out my ad agency, Neil Patel Digital
where we help people scale and grow their campaigns
or if you just have any questions or comments,
you can leave a comment below I'll answer and help you out.
If you enjoyed this video, like it,
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and make sure you subscribe to the channel, thank you.