- Hey guys, you've probably heard about
how awesome Facebook Ads are,
but if done wrong,
they can be a huge waste of time or money, or both.
- So we asked our friend and ATOMICON 2020 speaker,
Gavin Bell, who is one of the top Facebook Ads guys
in the galaxy, if he wouldn't showing all of you lot
how best to use Facebook Ads to generate leads.
- Gavin, let's do this.
Woohoo.
- Hey everybody, Mr Gavin Bell here
and I am delighted to be on
Andrew and Pete's YouTube channel today,
doing a little bit of a take over
to talk about Facebook Ads and how to generate leads
from Facebook.
Because Facebook's one of those things, we've all tried it,
but a very very small amount of people
are actually happy with the results
that they get from Facebook.
Every time that I stand on stage I ask those questions,
who's tried Facebook Ads?
All hands go up.
Who's happy with the results?
Pretty much all the hands go down.
So in this video I'm gonna show you a very quick
and easy strategy for you
to be able to implement in your business
and to be able to get a consistent stream of leads
coming into your business.
I wanna start off by asking you a question,
have you ever been on the internet,
look at maybe a pair of shoes,
and then had an ad follow you around the internet
with that same pair of shoes?
Let's be honest if you've been on the internet
you have experienced that,
that is called retargeting.
You are essentially, as a consumer,
consuming a piece of content,
like looking at a pair of shoes,
and because you've consumed that piece of content,
you're being served a follow up ad.
And the great thing is with Facebook Ads,
we as business owners, and marketers,
can do the exact same thing.
It's the same tactic that Amazon used,
that A Source use, loads of multi-national,
huge organisations use it generates them so much profit.
The great thing about retargeting on Facebook
is the fact that we are going out to an audience of people
that have already had a touch of our brand.
The main reason that people aren't seeing success
with their Facebook Ads, is because they're targeting
audiences of people that don't know who they are,
with an ad with a message
that tries to get them to do something like buy a product.
And it just doesn't work
because offline and online are no different,
If somebody came up to you in the middle of the street
and said, "Hey, would you like to buy my product?
"You get 10% off today," you're gonna say,
"No I don't know who you are, I don't know you,
"I don't trust you,"
and Facebook is no different.
Trying to sell something to a stranger
is almost impossible regardless of where you do it.
And so what we want to do with our advertising
is to try and focus on the areas
where we're already targeting people that know who we are
and that is what retargeting is,
being able to retarget an audience of people
that have already had a touch of our brand
and by doing that, we just get much better results
because we're targeting people
that hopefully know us and trust us.
So sometimes we're just reminding them to come back,
or sometimes we're making them aware of a product,
a service, a offer that they didn't actually know about.
And so if someone's been on our website,
we can retarget them.
If someone's watched one of our videos,
we can retarget them.
So I'm gonna jump into Facebook just now
and share with you all the different retargeting audiences
you can create and then I'm gonna walk you through
how to create a campaign retargeting people.
Here I am inside Facebook
and to create our retargeting audiences,
what we first need to do
is create what's called a custom audience.
A custom audience is an audience of people
that already knows who we are.
So I'm gonna walk you through
the different options we have here.
So what you want to do
is come into your ads manager on Facebook,
click on what I like to call the hamburger menu,
the top corner here, and then go to all tools,
and then click on Audiences under Assets.
And that will bring you to this page,
this is where all of the audiences that we create
in our ad campaigns will be stored.
And what we want to do is click on Create Audience
and then Custom Audience.
And what this is going to do
is it's gonna share all the different options
that we have available to us when it comes to retargeting,
and I'm gonna walk you through them.
First of all, we've got website traffic,
so we can retarget the people that have visited our website.
Customer list, we can upload a list of people
that have been on our newsletter,
a list of customers for example,
a list of leads, and we can upload those to Facebook
and retarget them with ads.
App activity is if we have an app
and people have used the app,
we can retarget them.
Offline activity, if someone's interacted with us,
maybe in store, we can also retarget them.
Video views, if someone's watched our videos on Facebook,
we can retarget because they've watched a video.
Instagram business profile,
if they've engaged with our Instagram profile
we can retarget them because of that,
same with Facebook page.
And then lead form,
if somebody's engaged with our lead ad
on Facebook or events,
if someone has engaged with our event on Facebook.
Or Instant Experience,
if someone's engaged with our Canvas on Facebook,
our collection, than we can retarget them.
So these are all the options that we have
when it comes to retargeting on Facebook
and all of them are just equally as powerful.
These retargeting audiences start to make you think
about your content marketing and your marketing strategy
as a whole, because we go,
okay, if I know that I can retarget people
that have been on my website,
then what I need to do is get more people onto my website,
and so how can I do that?
Well maybe I start blogging.
If I know that I can retarget people
that have watched my videos,
then I know that I need to create more videos
and promote my videos better
so more people watch the videos.
Instagram business profile,
if I know I can retarget people
that have watched my Instagram videos
or engaged with my Instagram page,
I know I need to create more on Instagram
to build that engagement.
Customer lists, if I know that I can retarget people
that are on my mailing list,
I know that I need to build my list.
And I can tell you right now,
these retargeting audiences
will be the best performing audiences
that you use on Facebook
because when you come to retarget someone,
they already know who you are.
So someone might be on your website,
you can retarget them with a website traffic ad, and say,
"Hey look, thanks for visiting my website,
"you might like to download my free guide."
If someone has downloaded your free guide, then you can say,
"Thanks for downloading my free guide,
"have you checked out my free trial to my membership yet?"
So we can tailor really specific messages to people
based on where they're at in their buying decision with us
in the buying process.
So here we are back in the custom audience section.
I'm gonna pretend that we are creating a custom audience
based on people that have watched my videos.
So let's click on video here
and then I can click on choose a content type
and I can say people that have watched anything
from three seconds, 10 seconds,
all the way up to 95% of my video.
Now I'm gonna say for just as a general, 25% of people,
people who have watched 25% of my video,
because that to shows me
that they've watched a little bit of the video,
they've obviously consumed it, paid attention to it,
which would say to me that perhaps they are interested
in what I have to say, but they maybe got distracted
and didn't watch the whole thing.
And then I can choose the videos
that I want to retarget based on,
so if I come up to here and click on my name here,
then you can see all the videos that I've posted
on my page.
Now what I can do is I could select a single video
and then hit confirm, or I can select multiple videos
and what Facebook will do is it will look at all the people
that have consumed those videos
and it will create an audience of them.
So there is a few hundred each video,
so this audience total might be two, 2-3000 people,
and that's 2-3000 people, that I can then retarget.
So I'll call that video, Andrew and Pete video,
and now what that'll do as you'll see,
it will appear here,
Andrew and Pete video, availability ready,
that's is an audience that I can now target
when I run my Facebook Ads.
So I'm gonna come back to here and refresh this page
just so it does appear.
Here I am inside the ad set level
when I'm creating a Facebook Ad campaign.
And what we want to do to use that retargeting audience
that I just created
is come down where we choose the audience
and under create new audience, you'll see it says,
Custom Audiences.
And I want to click into that and then type in
the audience that I have just created,
Andrew and Pete video.
And then what I'm gonna do is
I'm gonna change the location here to worldwide,
because I want to target anyone,
regardless of where they live in the world
or where they are in the world,
because they've watched this video.
And it's as simple as that.
Then what I do is scroll down to the bottom,
hit continue and then create my ads.
Whenever we're creating an ad campaign on Facebook,
we want to ask ourselves the question,
who are the people that more most likely to take the action
that we want them to take?
And it's always going to be the people
that already know who we are,
or have already shown some sort of intent
to making that decision, taking that action.
So we use retargeting to take people
that already know we are
and bring them deeper into our funnel,
to bring them closer to taking the action
that we ultimately want them to take,
and that can be as little as things like
retargeting people that have been on our check out page
or sales page, but haven't purchased,
and just bringing them back to that page,
to get them to take that action.
So what I want you to do,
is to go away and to create your first retargeting campaign.
So go in, create some custom audiences based on your videos
or people that have been on your website,
or upload your mailing list,
and then create a campaign retargeting those people
at something like $1 a day, one pound a day,
a small budget 'cause it's a small audience,
and just watch as the leads start to come through,
as the engagement starts to build,
because these people know who you are,
and so you're simply putting a message out to them
that they are going to want and that they are going to need.
And I'd be more than happy
to answer any questions that you have
in the comments below.
I'll hand you back over to Andrew and Pete.
- Gavin, thank you so much, that was ace.
Guys can we give Gavin some appreciation
in the comments please.
- Yes please.
Remember Gavin will be speaking at ATOMICON 2020 ,
so if you haven't got your ticket yet,
go, check it out, and go get your ticket,
we've put the link in the description below.
- Like Gave said, if do have any questions about this video
then pop them in the comments down below
and us and Gavin will jump in and help you out.
Also go and check out Gavin's YouTube channel,
we've put the link to that in the description too.
- He's been Andrew, I've been Pete,
and this was Gavin.
(both laugh)
- See you next time.
- Bye.
(upbeat music)