- Hey guys,
if you're looking to run highly profitable Facebook ads
then you need to settle down
and grab something to make notes on and keep watching.
- We're about to hand over to our awesome
Facebook ads manager, Allison Christie
who's gonna go do a deep dive
(sighs)
into Facebook ads.
(chuckles)
- Allison, let's do this.
- Hey there, I'm Allison Christie
and I'm a Facebook ads manager.
In this video, I'm gonna take you step by step
through setting up a Facebook ad campaign
to grow your email list.
We'll look at the type of campaign and the budget to use
and I'll give you some tips on how to write your ads
and how to pick your images for your ads.
Let's get started.
We're going to use Sally as an example
here's where Sally is at.
She wants to be seen by more people
grow her audience, build her reputation.
She has a website,
she has a lead magnet,
she has 250 email subscribers
so she has some.
She posts regularly to Facebook and Instagram
and she has tried some Facebook ads,
but she hasn't achieved consistent results.
So what we're going to do is
we're going to run ads
to Sally's lead magnet landing page
and we're going to reach new people
get visitors to Sally's landing page
and we're going to get to those signups.
First thing is, we want to make sure Sally's lead magnet
is something that people are actually looking for.
Is Sally talking about her in her posts on her social?
Is she already telling her email list about it?
Is she asking people in a business network
if this is something that is of interest to them.
She asking customers, she has to keep talking about it
share what other people think of it
get those testimonials.
And adjust and refine it
until we know that Sally's lead magnet is converting well.
It's kind of a waste of money to run ads
until you know your lead magnet
can advance well without paying for ads.
We're going to assume Sally's tested
and everything is working fine with her ads.
And then we're going to talk about setting up
her ad campaign.
Now there are three stages in every Facebook ad campaign,
they are the campaign, the ad set and the ads themselves.
The campaign is where we set our objective
so the ultimate action we want to happen
as a result of our ads.
The ads set is where we decide which audience
we're sending the ad to.
We also decide if we're placing it
on Facebook or Instagram or both
and we can set budget either at campaign or ad set level
and the ads themselves, of course,
that's the ad copy, the writing, the images
the what people see when they see your ad first of all.
So we're going to build a conversion ads for Sally, why?
Because we're asking Facebook to find people
in Sally's audience who will convert into something.
So a specific action.
Now I'm just gonna pause here for a second,
just to talk about some changes that are happening
in Facebook ads and different permission settings
that you might need to set up
if you have a business manager
and you haven't been in for awhile.
You'll probably need to go to the resource centre
and your ads manager and follow some steps in there
to set up some new actions
so that people can be tracked in the future.
As Apple's iOS14 comes out
which affects how people can opt-in or opt-out of
you being able to track them
through the pixel in future.
Now, one other option
when we're picking our objective
when we're setting up our ad
is toggling this button on or off.
So in this example
we're going to keep our campaign budget
optimization switched off,
and you do that at your campaign level.
And that's because we're only running one ad set
and if we had multiple ad sets
we might want to switch it on
so the budget can move between different ad sets
depending on how people are responding
to our ads on any given day.
Next, we're gonna move on to our ad set.
We're going to pick our audience
where we want our ads to be shown
under budget.
Now, first we're asked what conversion event
are we optimising for?
It's a website event and it's complete registration.
That's what we're going to select.
Now we're using a standard event rather than
a custom event that we create ourselves in this example.
And we're also asking Facebook to find people
who were most likely to complete registration
and sign up for the opt-in.
Next, we're gonna look at the audience.
Now, again, tasting is everything in ads.
There are no guarantees about how any audience will perform
but we have a few options.
And I always suggest you start with the option
that makes the most sense for how people interact with you
in your business already.
Because Sally has an email list
it might make sense for us to build out
a lookalike audience and try that first.
We would start with her email subscribers,
create a lookalike audience of them
so people who've got similar characteristics
and then run an ad to that audience.
We could also create an interest-based audience
and of course, for Sally, it would make sense to be looking
to build an audience of photography business owners
because they are all going to be interested,
hopefully in her opt-in.
Now, for your audiences, it may make sense
for you to set each group settings
or a location, for example
depending on your business.
Generally though, give Facebook more
of an audience to search through
and find the right people within it.
Audience size, again, something that we would taste
but here I probably be aiming
for an audience of 500,000 to 1,000,000.
It can be big.
And it, of course
I'd also want to exclude people in our audience
who've already signed up to the lead magnet.
Now, why do we want to think about a large audience?
Well, you want a large enough audience to give you a chance
of actually winning those auctions.
And a larger audience gives Facebook the freedom
to serve the ads to the people on the right device
at the right time, that they're most likely to take action.
And also if you start with a bigger audience
it gives you enough of an audience
to then get people to click on your ad
and of course, retarget in future the people who clicked
on your ad or who viewed your landing page
but who didn't sign up for the opt-in.
If you need to limit by location or age group, of course,
that is okay.
Just try not to restrict your audience too much.
In this example here, you can see a potential reach
of this audience is over a million people
but we might only convert under 10 in each day
because our budget is limiting how many people
we're going to be able to reach without ads.
Essentially, don't be scared
by an audience that seems too big
because what it actually means
in terms of who you might reach
is most likely smaller numbers than you'd expect.
Now, ad placement,
that is where your ads can be shown.
They can be short on Facebook, Instagram
in news feeds, on stories, in audience network,
on other websites outside of Facebook or Instagram.
But in this example I'm going to keep automatic placements,
I'm not going to switch to manual placements
and start splitting them out.
Now I might test ads on feeds versus stories,
Instagram versus Facebook, et cetera
but it can mean running multiple ads sets
and of course, multiple ad sets mean more budget per ad set.
So in this example,
we're just gonna keep it simple
on automatic placements
and let Facebook decide where to save the ads out.
And just to give you an example
of how an automatic placement work.
So I might be on Facebook in the mornings
scrolling through news feeds,
but I'm not likely to sign up
for an opt-in at that time of day.
I might be on Instagram, in the evenings
scrolling through use feeds
and much more likely to sign up
to an opt-in at that time of day.
Leaving automatic placements on gives Facebook the freedom
to use that information that it knows about me
as a user and when I'm most likely to opt-in to something
and serve me that ad at the right time,
when it knows that is the time
that I'm most likely to sign up to something.
So the third part of our ad set, set up
is of course our budget.
Now here, I'm going with a budget
of £10 or $10 per day per ad set.
Why is that?
Well, I'm starting here because that gives Facebook
some money to work with
some money for me to win the right auctions
and some money for testing my ads to see
if they actually deliver.
You of course, need to decide how much
an email subscriber is worth to you
and your business in the future.
And ultimately of course,
you want your perfect customer to see your ads.
And that won't happen
if your budget is too little, because you just want
when auctions to get them shown in people's feeds.
Now it's also important to say that yes, you can run ads
on less of a budget than £10, $10 per day.
If you want to test them
and really give them a chance of working
then that I think is where your bottom line should be
where you start from.
Okay, so let's move on to our ads themselves.
Now we have to think about the ad copy,
what we're gonna write,
the images or video that we're using
and we also have a third option, which is existing posts.
Now we've set out one ad set at £10 per day
but we could add two or three ads on that same budget
it doesn't mean we have to run just one ad on that budget.
So when it comes to writing your copy for your ad
it's really helpful to think positive solutions
in your copy.
Facebook doesn't want people to see negative dragon down
type copy, in their posts
they want uplifting content.
So if you're trying to think of positive copy
is a good idea to talk about
the result that your lead magnet delivers.
What's the happy ending, the solution,
the answer to the problems that your opt-in is helping with.
Or even just the good feeling
that someone has when your solution
or your opt-in is working for them
or less stress or getting some answers
all those kinds of things.
And try a couple of options
try a couple of different lengths of copy.
Try really short copy,
just a couple of sentences if you can.
Try longer copy,
maybe two or three paragraphs.
See how your audience responds to each of those
and that gives you a better idea
as to what kind of ads will work best for your audience.
Of course, you can add a testimonial, into your copy
or you can make that into an image
and that can work really well in ads as well.
And it's important to remember what the purpose
of the ad is,
is to get someone to the next stage.
So you want your ad to be encouraging enough
so that someone wants to click on it
and land on your website
and land on that email sign up.
I've mocked up an ad here
just to give you an example,
probably in real life
I would have made this image bigger,
brighter, bolder et cetera.
Make it stand out a bit more
and just add it in some copy here
a kind of effect testimonial
because that can work good in ads as well.
Few more tips when it comes
to creating your actual ads.
One is to increase the brightness
or contrast on the ad images
just to make them pop that little bit more
as people are scrolling through the news feed.
Try and use bright colours if you can,
images of real people rather than stock photos
work best.
Now, I obviously have a stock photo
we have an imaginary Sally here.
But for you in your business, use yourself
and don't feel your photos have to be really polished
or really professional
just natural photos sometimes can work amazingly well.
Use some emojis in your post
but don't use too many and don't use too many stars
if you try and add something like this with lots of stars
it can look like you're trying to state
something has a five star rating
and ads have been rejected for that kind of use of emojis.
And also be careful when you're using them
not to use them as bullet points
for example, if someone is visually impaired
and using a screen reader
they can really mark up what they're hearing
as they're trying to understand the copy
in the context of your ad.
When it comes to a lead magnet
and good buttons to choose for people to click on
are download or learn more always good options to try.
Of course, again, testing is always key
so you can test different buttons
and see which ones people would respond best to.
Now, one of my favourite tips
and something that I'll use very often is to post
on your socials about your lead magnet first of all.
People are going to like and comment on your post
just naturally, because that's what they do
if you are already posting regularly.
You can then choose to run that post as an ad
and it can work really well for you
because you already have some social proof on that post.
So people have already liked and commented on it
and that will pull through to the post
when it's run as an ad.
Again, you want enough detail to get people
to click on the link and move to the landing page.
That is all you need.
So keep your ad simple.
You don't have to say your PDF
or your download has 20 pages and it does 50 things
and it has a bonus of this
and it has RD Dexters of this.
You just want it to be,
you need this because it'll answer all your questions
and then all of that detail can be on your landing page.
Okay, so we've set up Sally's ads.
Now, let's assume they've been running
for a couple of weeks.
We've got some stats and ads manager,
we can see lots of figures.
So let's just try and figure out
what they mean a little bit more.
I've just said we've had Sally's ad run in
for a couple of weeks,
but I'm gonna bet that when you first start running ads
that you're gonna want to start fiddling with them
really soon, and you're not gonna let them run out
and then just settle down for a bit.
You really should do that.
Try not to fiddle with them or touch them
until they've had good 72 hours and watch the feed out
or they reached 3000 people, for example
just on your hands, try not to interfere with them
and play with them because every time you do
or every time you change something
you pop your ads back into the learning phases.
And then you're just
you're just asking the algorithm to learn all over again
who to serve your ads to.
So when we're thinking about the results in your ads
we are thinking, first of all
about your link click through rate.
So that's the click through rate
of people who are going to your landing page.
And if an over 1% to this called audience
that we're serving and Sally's ad too is good.
Anything under that is usually a signal that your ad itself
isn't going out on people's attention.
They're scrolling on their phones or iPads
and it's not, just not catching their eye.
So try new ad creatives, new images, or try new ad copy.
Now, another thing to watch when you're running
this kind of ad is looking at the frequency,
so that is how often somebody is seeing your ad
in their feed.
If your ad audience is fairly small
then that frequency can creep up fast.
If your audience is much larger, of course
there's much more people for Facebook to pick from.
So it's likely to stay low for a lot longer.
For something like a lead magnet
I would probably be aiming to keep the frequency
under four, just because you don't want people
to keep seeing that same ad over and over again,
if they're not gonna engage with it, then that's fine
you don't want them to keep seeing it
because the chances are,
after they've seen it a good few times
they're gonna want to hide your ad
and that is a bad signal for your ad quality.
To cost per link click,
that's another stat you'll find in your ads manager
the £1 under is good, but of course
it's always up to you to decide
how much you're happy to pay
for to sign up to your lead magnet,
how much you're happy to pay for a link click cost as well.
Now, if all of your Facebook stats are looking good
to people are visiting your landing page,
you have a good percentage of people clicking through
but they're still not saying enough
then that's a signal that your landing page
is what needs attention.
Is your website load in slow
is the landing,
the sign up process complicated
or more complicated than it needs to be?
Is it easy to sign up on more bile,
all those kinds of issues.
See if you can iron out anything there
and then see if your landing page signups improve.
And of course, if that does make a difference
then you might need to change the language or the copy
or have bigger call to actions, et cetera
on your landing page.
So even though your ads are performing well
and getting people there, of course
then that gives you more information
than you would have
if you were just sending people there organically
because you know that is a good click through rate
then you know, your next step is to look
at refining that landing page a little bit more.
Once you start running these ads, of course
you're going to always be keeping an eye on your stats
and how they're performing or trying new things,
testing out different types of images, videos,
different copy, et cetera
and find what's a really good performing ad for you.
It all takes time and it all takes test
and that is perfectly normal
and a consistent part of running Facebook ads.
- Thanks so much for watching guys
and a big, big, extra special thank you to Allison.
Thanks so much for doing that for us.
How awesome was that guys,
we've linked to Allison below in the comments
so if you wanna go follow her,
you wanna go check out what she does
for businesses like yours, businesses like ours
then check her out we've put all the links in the comments.
Also, if you have any questions about any of that
then drop those in the comments too.
- We've put some more links to videos
about Facebook and Facebook ads in the description below
so check them out.
And once you're down there, hit that big subscribe button
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into our videos where we help you grow
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and help you create predictable, scalable
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- Thanks so much for watching guys.
I've been Andrew.
- I've been Pete.
- See you next time.
- Bye. - Bye.
- Bye.
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