draft-bulletproof fb ads workbook€¦ · lesson 27: ad placements and budgeting made easy! 37...

BulletproofFB adsYour strategic guide for getting started with Facebook advertising. This course will guide you in creating a step by step process for planning, executing and optimizing Facebook ad campaigns. A repeatable process for success that will deliver winner after winner in one of the most profitable markets on earth!

Workbook

Module 1: The Basics – What you need, and what you need to know, to win big with your Facebook ad campaigns. 3Lesson 1: Your step by step guide to unleashing the power of Facebook Ads. 3Lesson 2: The structured Three Phase System to scale your campaign fast – Step 1: Test 11Lesson 3: The structured Three Phase System to scale your campaign fast – Steps 2 &3: Verify and Scale 12Lesson 4: “What If?” – Answers to our most frequently asked questions on testing and verifying your campaigns. 13Lesson 5: “What If?” – Answers to more frequently asked questions on scaling your campaigns. 14Module 2: Planning and Prep: The essential research you must do to eliminate the guess work from all your campaigns and create compelling ads. 15Lesson 6: Using the raw power of Google to track down the competition. 15Lesson 7: Uncover your competitions secret strengths and weaknesses with this incredible tool. 16Lesson 8:“Swipe” the market’s most powerful messages and build a rock solid competitive intelligence tool. 17Lesson 9: “What If?” – Answers to your most pressing questions on market research.18Lesson 10: Tracking links demystified - How to use tracking links and conversion pixels to objectively measure your results. 19Lesson 11: The right ad for the right purpose… Facebook ad types and how to use them. 20Lesson 12: No sale? No problem. Use Retargeting ads to keep your offer in front of your prospect. 21Lesson 13: Retargeting Ads Part 2: How to create powerful right hand sidebar ads to keep your product front and center in your prospect's mind. 22Lesson 14: Sail under your prospect's "sales radar" with FB Native Ads. 23Lesson 15: Eliminate opt-in resistance. Make it easy for your prospects to say "yes" with these powerful new ads. 24Lesson 16: Put your entire landing page in front of your prospect with the amazing power of Canvas Ads. 25Lesson 17: Ad Case Studies – Real life winners (and what makes them great!) 26Lesson 18: Ad Case Studies – More real world examples of ads that kick butt! 27

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Lesson 19: Ad Case Studies – Massive selling power packed in the right hand sidebar. 28Lesson 20: Ad Case Studies (the losers) – Ad mistakes you want to avoid at all costs.30Lesson 21: Ad Case Studies (the losers) – More ad mistakes you don't want to make.31Lesson 22: "What If?" Time to answer your most pressing questions on ad selection.32Module 3: Implementation and Set Up – How to put it all to work for you. 33Lesson 23: The tools we use for speed, efficiency and keeping costs low. 33Lesson 24: The 5 simple steps for quickly creating amazing ad images. 34Lesson 25: Getting started creating your ad using Facebook’s Ad Manger. 35Lesson 26: The other important step: How to define an audience you want to see your ad. 36Lesson 27: Ad placements and budgeting made easy! 37Lesson 28: Putting it all together: The simple steps to create your actual ad. 38Lesson 29: Discover how to leverage the massive power of Facebook’s Power Editor.

39Lesson 30: Creating campaigns by the bunch using Facebook’s Power Editor. 40Lesson 31: Custom and Lookalike audiences: How to specify the exact market YOU want to advertise to. 41Lesson 32: The most common mistakes that will torpedo any campaign. 42Lesson 33: More common mistakes . 43Lesson 34: “What If?” – Your most pressing questions about managing your ad account. 44Module 4: Optimization and Maintenance: Getting the biggest bang from every campaign you create. 45Lesson 35: Know your numbers cold: Facebook reporting at a glance. 45Lesson 36: Ad Fatigue – How to deal with the #1 threat to every campaign. 47Lesson 37: Optimizing for the long term to maximize ROI. 48


Module 1: The Basics – What you need, and what you need to know, to win big with your Facebook ad campaigns.

Lesson 1: Your step by step guide to unleashing the power of Facebook Ads.

Lesson Summary:

In this program you’re going to learn a uniform process for creating and testing Facebook ads. Implementing this process means:

• You won’t have to reinvent the wheel for every new campaign.• It’ll allow you to troubleshoot campaigns, identifying where things went wrong.• You’ll be able to plug in additional team members at any point in the process.

Specifically we’re going to cover the following topics:

• How to test markets and scale campaigns.• Campaign research strategies.• How to build a reporting dashboard.• How to set up tracking and conversion codes.• The tools we use and how we use them.• Good and bad ad design.• Common mistakes you need to avoid.

In a structured three phase system you’ll learn how to:

1. Create and test a new campaign2. Verify the results of your tests3. Safely scale your campaign for biggest results


Lesson 1 Exercise:

Creating Your Ideal Customer Avatar

Answer the questions below as best as you can. The goal is not to get it perfect, that comes with time, the goal is to get it done. Then, as you learn more about your customers over time, you ca edit these answers to create an accurate customer persona.

Their Role1) What is their job role? Their title?

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2) How is their job measured?

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3) What does a typical day look like for them?

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4) What skills are required to do their job?

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5) What knowledge and tools do they use in their job?

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6) Who do they report to? Who reports to them?

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Their Company7) In which industry or industries does their company operate?

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8) What is the size of their company (revenue, employees)?

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Their Goals9) What are they responsible for?

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10) What does it mean to be successful in their role?

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Their Challenges11) What are their biggest challenges?

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Their “Watering Holes”12) How do they learn about new information for their job?

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13) What publications or blogs do they read?

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14) What associations and social networks do they belong to?

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Their Personal Background15) Describe their personal demographics (if appropriate, ask their age, whether they're married, if they have children).

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16) Describe their educational background. What level of education did they complete, which schools did they attend, and what did they study?

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17) Describe their career path. How did they end up where they are today?Shopping Preferences

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18) How do they prefer to interact with vendors (email, phone, in person)?

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19) Do they use the internet to research vendors or products? If yes, how do they search for information?

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If you’re stumped on how to answer some of these questions, Hubspot has a great blog post on doing persona interviews by phone:http://blog.hubspot.com/blog/tabid/6307/bid/33491/Everything-Marketers-Need-to-Research-Create-Detailed-Buyer-Personas-Template.aspx


http://blog.hubspot.com/blog/tabid/6307/bid/33491/Everything-Marketers-Need-to-Research-Create-Detailed-Buyer-Personas-Template.aspx

Lesson 2: The structured Three Phase System to scale your campaign fast – Step 1: Test

Lesson Summary

This Three Phase System is a structured system that will move your campaign from testing a market to scaling a successful campaign.

The phases of the system are 1) Test 2) Verify and 3) Scale

The system uses a 5x3 ad structure.

Campaigns contain 3 Ad Sets. Ad Sets contain 5 Ads each.

In the Test phase your goal is to find out what works. You’ll create a separate ad set for each of five (5) customer segments you want to target. Then you’ll create three ads to split test within each ad set.

Areas you want to test:1. Images2. Ad copy3. Landing pages

Remember: In the test phase you’re spending to buy data!

Notes

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Lesson 3: The structured Three Phase System to scale your campaign fast – Steps 2 &3: Verify and Scale

Lesson Summary

In the Verify phase, your goal is to recreate what is working and optimize it for incremental gains.

Pause (or turn off) any underperforming ad sets and focus your testing on the two or three ads that are performing the best. You’ll want to test things like versions of your images (b/w vs. color), buttons, etc.

In the Scale phase your goal is to increase your budget and sales while preparing for and preventing ad fatigue.

Start by increasing your weekly budget while monitoring your results for any changes. A conservative spend increase would be 50%. While a more aggressive increase would be 200%.

Then create 10 related ads to rotate in your campaign every three (3) days.

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Lesson 4: “What If?” – Answers to our most frequently asked questions on testing and verifying your campaigns.

Lesson Summary

In the Testing Phase:

• How will I know my campaign worked?

• What if nothing worked?

• What if everything worked?

In the Verify Phase:

• What if I didn’t get the same results as in my test phase?

Notes

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Lesson 5: “What If?” – Answers to more frequently asked questions on scaling your campaigns.

Lesson Summary

In the Scale Phase:

• What if my cost per acquisition (CPA) is too high?

• What if my click through rate (CTR) is dropping?

• What if my cost per click (CPC) is increasing?

• What if I have low conversions but high ad performance?

Notes

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Module 2: Planning and Prep: The essential research you must do to eliminate the guess work from all your campaigns and create compelling ads.

Lesson 6: Using the raw power of Google to track down the competition.

Lesson Summary

Your goal in doing research is to find out what is working in your market right now instead of blindly guessing.

Step 1 Search Google.

• You want to find out who your competitors are.

• You want to find out what they’re selling to your market

Important: Your competitors are ANYONE who is selling to your market. (Not just similar products.)

• Pay attention to the keywords that the competition is using.

Tip: If a “Dummies” book happens to show up in your search, consider that a good sign.

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Lesson 7: Uncover your competitions secret strengths and weaknesses with this incredible tool.

Lesson Summary

Using SimilarWeb is like having having access to Google Analytics for your competition!

You want to use Similarweb to:

• Identify the amount of traffic each competitor gets.

• See how many monthly visits are they getting?

• What is visitors’ time on site?

• What referring sites is their traffic coming from?

• Where does it go to (what kinds of sites are they visiting)?

• What keywords are they using?

• Where does their social traffic come from?

• What are their market’s interests?

• What similar sites are out there?

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Lesson 8:“Swipe” the market’s most powerful messages and build a rock solid competitive intelligence tool.

Lesson Summary

Use SEMRush to identify the landing pages and ad copy your competitors are using.

• Look for the keywords the competition is bidding on.

• Look for their cost per click.

• Look for the volume of clicks per month, related key words etc.

• Drill down into each competitor to see what kinds of ads and messaging they are using to get visitors.

As you collect this data…

• Fill out the Competitive Intelligence Spreadsheet with the information you get from these sites. (You’ll probably want to have an assistant do the bulk of this work.)

Use what you discover in your research to get ideas for ad copy, landing pages and graphics.

Notes:

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Lesson 9: “What If?” – Answers to your most pressing questions on market research.

Lesson Summary

Frequently asked questions we get about market research:

• What if there are no details in SEMRush?

• What if there are no details in SimilarWeb?

• What if I don’t agree with the research results?

• What if I can’t define a target market based on my research results?

Notes:

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Lesson 10: Tracking links demystified - How to use tracking links and conversion pixels to objectively measure your results.

Lesson Summary

A single pixel on Facebook now handles:

• Conversion tracking• Optimization• Remarketing

• To create a tracking pixel go to Ads Manager —> All Tools —> Pixels

• Give your pixel a name that represents your business. (Keep in mind there is only one pixel per ad account.)

• Create your pixel and copy and paste the code Facebook provides. (Place it between the <head> and </head> tags on your page.)

• Verify your pixel is active.

• To ensure your pixel was successfully installed, download the Facebook Pixel Helper from the Chrome web store.

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Lesson 11: The right ad for the right purpose… Facebook ad types and how to use them.

Lesson Summary

Facebook offers you different types of ad “units” to use in your campaigns. And there are unit types, placements and formats that work better for different goals. Understanding the goal of your campaign will help you choose the right unit type, placement and ad copy!

Here are the types of ads we use:• Newsfeed Ads• Retargeting Ads• Native Ads• Lead Ads• Canvas Ads

Newsfeed Ads• Goal: These work great when your goal is to reach cold (broader) markets.

Conversely they work great for warm offers to super specific market segments. They’re also good for B2B lead gen.

The basic ad format:• Opening text: Introduce yourself and tell them what you’ve got.• Choose an image the reader can relate to.• Write a eye-grabbing headline.• Close with a description of what’s coming on the next page.

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Lesson 12: No sale? No problem. Use Retargeting ads to keep your offer in front of your prospect.

Lesson Summary

Retargeting Ads• Goal: Retargeting ads are mostly used to remind a prospect of something they

were looking at. But also, they should be used to address any reasons the prospect didn’t buy. These can be overcome by adding urgency elements to your ad.

The basic ad format:• The Opening text is toned down (Something they might be interested in…)• Tilted images pull eyeballs in!• Use benefits-rich headlines.

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Lesson 13: Retargeting Ads Part 2: How to create powerful right hand sidebar ads to keep your product front and center in your prospect's mind.

Lesson Summary

Retargeting [in the rhs] Note: Right Hand Sidebar ads have a much higher display frequency cap. (You can run them longer!)

The basic ad format: • Lead with the (free) offer• Images – keep them simple (use an image of one of the products your prospect

was looking at)• State the offer and intensify the urgency (One option is to give the prospect ideas

on how they can use your product.)

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Lesson 14: Sail under your prospect's "sales radar" with FB Native Ads.

Lesson Summary

Native Ads• Goal: The idea behind native ads is to fly under your prospect’s radar and get them

to “discover” your product. Your native ad should NOT look like an ad. It should look like a normal post in the newsfeed. Sharing an article, a post etc. The target page they click on should look like a piece of content too.

The basic ad format:• Opening with a curiosity element is a good idea. “If/then” statements can work well.• Image: Should fit in with the copy. As always, colors should stand out.• Headlines need to be good here. When you use native ads, you’re creating an

extra step in the sales process. A weak headline could kill your campaign.• Description: This can be used to add your own credibility if your audience knows

what they’re going to click through to.

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Lesson 15: Eliminate opt-in resistance. Make it easy for your prospects to say "yes" with these powerful new ads.

Lesson Summary

Lead Ads are Facebook’s way of super-simplifying form submissions so that you get the most accurate contact information to follow up with.

• Lead Ads allow you to put your opt-in form right inside of Facebook. • Clicking the Subscribe button auto-populates the opt-in form with the users

information.• The user has the option to change any information they want.• Clicking Submit automatically sends their information.

The basic Ad format:• Pay attention to the image. Show them the product or offer. Use text overlays.• Keep your headline short and tell them what “it” is.• In the description focus on explaining the benefits of whatever they’re opting in for.

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Lesson 16: Put your entire landing page in front of your prospect with the amazing power of Canvas Ads.

Lesson Summary

Facebook Canvas Ads are a killer mobile experience that will let you immerse your prospect in a dynamic marketing experience.

• Canvas ads were made specifically for the mobile marketer. Allowing you to create a real interactive experience.

• Where Lead Ads allow you to pull your web into Facebook, canvas ads allow you to pull your whole landing page into Facebook.

The basic ad format:• In the post text make sure you’re giving the user a clear call to action.• Explain what they’ll see and the benefits of taking the action you want.• Images should be a “teaser”. Keep them simple• For the call to action. Keep it short. And tell them what’s in it for them.

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Lesson 17: Ad Case Studies – Real life winners (and what makes them great!)

Lesson Summary

Case Study 1: Crush It On Facebook• Uses a great Image. (IMO, needs more contrast.)• Use text at the top of the image.• Great headline asks a question.• All the copy is believable, current and what the market is looking for.

Case Study 2: Here’s How To Make Apps And Games (Without Coding)• Uses a recognizable face in the image.• Contrasting colors with diagonal lines grab readers eyeballs.• Uses text on the image with a great slogan.• Introduces himself, adds credibility and makes the benefit unique by adding the

modifier

Case Study 3: Live Lead Training: how to use the force of FB Ads to Generate Leads & Convert Sales

• Uses an appropriate meme for the image.• Has a great head line.• The image integrates perfectly with all the copy• Mystery guest adds curiosity.

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Lesson 18: Ad Case Studies – More real world examples of ads that kick butt!

Lesson Summary

Case Study 4: Improve Your Conversion Rate Now!• There’s a ton of contrast in the colors.• Uses circular shapes to make things stand out.• Headline asks the burning question in the prospects’ minds.

Case Study 5: Subscribe to my YouTube channel now. You’ll love it!• Recognizable figure in the image.• The image also demonstrates credibility• The pose is unconventional.• Great contrast.

Case Study 6: FB Stupidity Tax is Now In Full Effect• Uses a visual demonstration with the traffic graph• White copy on black bar adds contrast (and copy!)• Perry uses his own recognizable image.• Three ways to click on the ad.

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Lesson 19: Ad Case Studies – Massive selling power packed in the right hand sidebar.

Lesson Summary

American Parasite Found• The weird picture grabs attention.• Offers huge curiosity.• Strong call to action.

The Great Coaching Hoax• Great headline.• Copy offers curiosity.

Brand New! Get More Sales• Great black image contrasts well.• Everyone likes something “new”.• Adds a benefit - everyone loves fast, easy and cheap.

Instant Traffic & Profits• Circular image is a pattern interrupt.• Head offers exactly what the market wants.• Dialed into the markets hot buttons.

Drop Ship Lifestyle• A biz opp offer that isn’t totally “hypey".• Pic of tiger grabs attention.• Instantly identifiable to the market.

No Insurance Needed!• Picture is a little gross but contrasts and stands out.• Instantly speaks to the right audience.• Benefits filled call to action.

Stop Medicaid Expansion• Recognizable image with contrasting colors.• The word STOP! grabs attention.

Magento Store Owner?• Speaks to a specific market.• Magento logo with sharp contrast.• Good benefit and call to action.


Passionate Relationships• Black and white image — Taking the color out increases contrast.• Tony Robbins is instantly recognizable.• Offers benefit and call to action.

Want More Muscle?• Red arrow (used in a non-attention hog way) pointing to the muscle.• Question format speaks directly to the market. (Uses a “yes set”.)• Call to action contains curiosity and a benefit.

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Lesson 20: Ad Case Studies (the losers) – Ad mistakes you want to avoid at all costs.

Lesson Summary

Three elements that cause bad ads:• Being an attention hog.• Using an ugly shocker.• Being a cheesy salesman.

Adsense Avalanche• Very repetitive saying “adsense” over and over.• Using the woman’s image makes no sense in the ad.

Discover How To Enroll 3 Clients (Or More!) In Less Than 30 Days!• Uses arrows with red border. Cheapens the ad.• Contrast colored background would be better.• Too much copy. Only needs to get the click.

This guy is JUSTIN-CREDIBLE $23.99 ($10 Off)• Too much text all over the image.• They were using my name to personalize which I find a little creepy.• Too repetitive. Too flashy. Too gaudy.

How We Crush Everything• Top copy doesn’t mean anything.• The ad screams hype.• “Here’s how YOU can crush everything” would be better.

Bring back lost customers with Facebook retargeting• Wrong size image gets put to the left of the copy.• Slams another company. Don’t tear the competition down.

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Lesson 21: Ad Case Studies (the losers) – More ad mistakes you don't want to make.

Lesson Summary

Overall:

• Avoid the red borders.

• Avoid the shocking images.

• Avoid too much image text.

• All this makes the ad look less relevant.

Important: RELEVANCE increases click through rates.

These look like “bargain” ads. (Which may actually work if you’re trying to attract bargain shoppers.)

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Lesson 22: "What If?" Time to answer your most pressing questions on ad selection.

Lesson Summary

• What if the ads described here don’t the goal?

• What if you’re doing client work and don’t like your ads?

• What if the ad doesn’t meet your stated goal?

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Module 3: Implementation and Set Up – How to put it all to work for you.Lesson 23: The tools we use for speed, efficiency and keeping costs low.

Lesson Summary

The tools we use are all about speed, efficiency and keeping costs low. We use:

• Photodune• Pixlr Express• Power Editor

Here are the steps for using them:

• Find your images in Photodune• Resize and style them with Pixlr Express• Create and publish campaigns in Power Editor• Edit / move / duplicate ads in Power Editor• Moderate comments in Power Editor• Get your reports in Ad Manager

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Lesson 24: The 5 simple steps for quickly creating amazing ad images.

Lesson Summary

In Photodune you want to look for images with bright colors and high contrast. (Keep an eye out for certain shapes, like circles, which are eye-catching.)

5 Simple steps for awesome images:

• Buy and download your images.• Make sure the imagery fits the copy on your ads.• Go to Pixlr Express and load your images.• Click the adjustment button then the resize button. Set the width to 600 and then

crop the height to 315. (This is what’s currently working best in the newsfeed.)• Save the images

Pro tip: To make the image pop, increase the contrast by 40%

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Lesson 25: Getting started creating your ad using Facebook’s Ad Manger.

Lesson Summary

To create an ad in Facebook Ad Manager:

• Start by selecting the objective you’re trying to accomplish. (Usually Increase conversions on your website will be right for you.)

• Name your campaign something you can easily recognize in the reports interface. (The format I use is Country - Demographic - Product and Desktop/Mobile)

• Click “Create”• Choose (or create) a conversion pixel from the drop down menu.

If you’re creating a new pixel:

• Select “Default Pixel”• Type in the landing page URL.• Select the category of the pixel.• Click “Next”• Give the pixel a name and set a conversion value (the amount a sale would be

worth).• Click “Create” Then go back and select it from the drop down menu.

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Lesson 26: The other important step: How to define an audience you want to see your ad.

Lesson Summary

Tip: Keep an eye on the right hand column as you select your audience. It will show you important information as you work through the selection process.

IMPORTANT: You want to have your customer persona document handy for this.

• If you have saved custom or look-alike audiences, select them from the drop down menu.

• Select the location option that you want. Then specify the location. (The country or area that you want to target.)

• Select the age and gender of your target audience.• You can leave languages blank. (A lot of people don’t put their language on their

profile.)• Select the interests that match your audience.• Select the connection option of your audience (whether or not you want people

already connected with you included.)

IMPORTANT: The more criteria you layer, the smaller your audience will become (and the shorter lifespan your ads will most likely have).

• Then save and name the audience so you can re-use the selections.

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Lesson 27: Ad placements and budgeting made easy!

Lesson Summary

Choose where and when you want your ads to run:

• Deselect the Automatic Placements option. (You want to be able to control where your ads show up.)

• Under “Device Type” select either Desktop or Mobile.

IMPORTANT: You do not want to run your ads to desktop and mobile at the same time!

• Select the platform you want your ad to show up on. (In Facebook this example is working in the newsfeed.)

• Enter your daily budget. The amount you can comfortably afford to spend to keep your ad running every day. Just remember “the lower it goes the slower it goes.”

IMPORTANT: You do not want to stop and start your campaigns!

• Set the schedule option if there is a specific date you want your campaign to end on. (Otherwise I like to just let them run.)

• Then select any advanced options you may want to include. (Most likely you won’t need to do anything here.)

• Name the Ad Set.• Click Continue.

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Lesson 28: Putting it all together: The simple steps to create your actual ad.

Lesson Summary

Everything you just did was to define the audience for your ad. Now we’re going to create your ad.

• Select the Format. I recommend Single Image if you’re just starting out. • Upload your image to Facebook.• Add your website or dedicated landing page URL.• Type your headline into the Headline field.• Enter the text that will appear above your image in the Text field.• Enter your Newsfeed Link Description. (This is the copy that appears below your

headline.)• Enter your display link. Whatever you type in this field will link to your URL. (I like to

leave it blank so my URL shows up in the ad.) • Click Place Order.

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Lesson 29: Discover how to leverage the massive power of Facebook’s Power Editor.

Lesson Summary

Power Editor is a tool that’s similar to the Facebook Ads Manager in many ways, but offers a lot more functionality in others.

It allows you to create campaigns, ad sets and ads just like Ads Manager.

But the real power comes from its ability to handle multiple ads at once.

Power Editor contains a set of buttons that allows you to tag, export and import campaigns to work with them in a much more efficient way. For example you can export a group of ads to a spreadsheet and edit them as a batch.

It allows you quickly duplicate ads and ad sets so you don’t have to rebuild them from the ground up.

It has robust search and filter functions. And is fully configurable. (I like to create ads in power editor. Because it can be done much more efficiently. Then I’ll report on and analyze my ads in Ads Manager.)

IMPORTANT: While in FB Ads Manager changes are submitted immediately, Power Editor allows you to work “offline” and make changes in bulk. BE CAREFUL not to submit too many ads at once.

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Lesson 30: Creating campaigns by the bunch using Facebook’s Power Editor.

Lesson Summary Creating an ad in Power Editor is very similar to creating ads in Facebook’s Ads Manager.

• Start by selecting Create campaign and choosing your marketing objective.• Give your campaign a descriptive name.• Choose your conversion pixel, the location option you want and the age and

gender of your audience.• Select the interests that most match your audience.• Select the connection option of your audience.• You can save and name your audience so it can be re-used in the future.• Deselect the Automatic Placements option• Under “Device Type” select either Desktop or Mobile.• Select the platform you want your ads to show up on and enter your daily budget.• Set the schedule option if there is a specific date you want your campaign to end

on.• Name the Ad Set and click Continue.• Select the format of your ad. (Single Image is recommended if you’re new to

Facebook ads.)• Upload your image to Facebook.• Enter your dedicated landing page URL, your headline copy, the text that will

appear above your image and your Newsfeed Link Description.• Enter your display link. Then…

(This is where things get different from Ads Manager.)

• When you click Save to Draft you’ll get a pop up window with a list of campaigns you can have approved.

• Check the box in front of the campaigns you want to have approved. Review the changes you made and click “continue”. Your ad will be submitted and then go live in your Ads Manager.

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Lesson 31: Custom and Lookalike audiences: How to specify the exact market YOU want to advertise to.

Lesson Summary

Custom audiences allow you to specify what data you want Facebook to display your ads to. These are created in the Audiences option of the Ads Manager menu.

You can upload your own data via a .csv or .txt file.

You can create a specific audience of visitors to your website (created using your Facebook pixel.) This allows you to target visitors who have visited specific pages within your funnel.

You can create a specific audience based upon their engagement with you on Facebook.

You can save all these audiences for use in future campaigns.

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Lesson 32: The most common mistakes that will torpedo any campaign.

Lesson Summary

Six of the top money-costing mistakes rookies (and non-rookies) make:

• Don’t “wing it” without doing proper research

• Don’t target too broad an audience.

• It’s NOT about you!

• Make sure you READ THE RULES!

• Be aware of exit pops, Privacy Policies and Tricks.

• Avoid making claims.

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Lesson 33: More common mistakes .

Lesson Summary

More common mistakes that will make your campaigns suffer…

• Don’t set your bids too low.

• Don’t let your ad look like an ad!

• Do NOT flood the ad reviewer at Facebook.

• Don’t use bad design (unless you’re very strategic and very good).

• Don’t pause your campaigns. It makes you unreliable in the eyes of Facebook.

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Lesson 34: “What If?” – Your most pressing questions about managing your ad account.

Lesson Summary

Most pressing questions

• What if my ads get disapproved and I’m not breaking any rules?

• What if my account gets shut down for suspicious behavior?

• What if my account gets permanently terminated?

• What if my clients won’t make changes to their sales pages?

• What if my client wants me to break the rules?

• What if my client is micromanaging the campaign?

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Module 4: Optimization and Maintenance: Getting the biggest bang from every campaign you create.Lesson 35: Know your numbers cold: Facebook reporting at a glance.

Lesson Summary

Setting up a functional dashboard allows you to see all your important numbers that drive the success of your campaign. You must use the reporting function because this allows you to base your campaign on hard data.

There are 2 ways to configure your reporting.

Option 1:

• Log in to your ads manager and find the button for Columns.

• Click the button and scroll down to Customize Columns

• Select and arrange the columns you want to see in your reporting dashboard.

• Select the Breakdown button and whether you want to see by Delivery, by Action or by Time.

Option 2:

• Log in to your Ads Manager —> All Tools and select Ads Reporting.

• If this is your first report, click the blue button “Create Report”.

• From here you can view your campaign at any level including Account level, the Campaign level, the Ad Group level or the Ad level.

• Select any filters you want to use with this dashboard.

• Modify the columns as in Option 1.

• Save your report.


Frequently Asked Questions about Reporting:

• What if you want to see more data?

• What if you don’t see anything?

• What if you see conflicting numbers?

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Lesson 36: Ad Fatigue – How to deal with the #1 threat to every campaign.

Lesson Summary

• Understand the smaller the audience you’re targeting, the shorter the life cycle of the ad will be.

• Expect your CTR to settle down. Initial spike will settle into the actual CTR.

• Create new ads in advance. Don’t wait for the ad to die.

• Make sure you automate your ad rotation.

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Lesson 37: Optimizing for the long term to maximize ROI.

Lesson Summary

Optimizing your ads is all about ROI — decreasing the cost per acquisition (reducing wasted spend) and increasing the earnings per acquisition. There are six ways to optimize:

• Look at your demographic targeting. Who’s converting best?

• Check your geo-targeting. Different areas of the country will respond differently.

• Day parting. Check the times (or days) you get your best responses.

• Be strategic in your bidding. You need to bid the most AND have the highest CTR.

• Check your ad copy and your images.

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