hey everybody
justin cener here how's it going this is
going to be an incredibly
valuable video for you i'm going to show
you everything you need
to jump right into using facebook ads
for e-commerce and i'm going to show you
how to do it
the right way and you see the agenda on
the screen we're going to cover
everything
i'm going to tell you why we use
facebook ads and i'll even show you how
to set up a brand new account
we'll go over all the different setups
the targeting the objectives
the budgets campaign budget optimization
you'll see it all
live over the shoulder and i'll take you
through a new ad we'll go step by step
not only into the ad creation process
but what happens afterwards
when we want to go ahead and take a look
at the reports and the data and all that
great stuff and
without a doubt facebook ads is the most
important skill
an entrepreneur can have right now and
all you need to do is just follow along
with this free training
let's first talk about ecommerce paid
traffic sources
and of course there's facebook ads
that's what we're going to focus on
today
and instagram ads and facebook ads they
actually are basically the same thing
they're both going to be done through
the same platform
of course facebook owns instagram so
you'll actually be able to run your paid
instagram ads through facebook so
everything that i'm going to be showing
you here today
not only does it work for facebook but
it works equally well
for instagram and obviously both of
those are very similar they're going to
be social media social networks
where we're going to be able to run very
specific targeting to reach our
customers
you have instagram influencers as well
this is a little bit different right
this isn't exactly a paid ad
through a platform this would be working
directly with an instagram influencer to
drive traffic
youtube ads very very popular kind of
similar to facebook ads
of course just on youtube obviously all
video
we've got paid partnerships you know
it's kind of your traditional type of
partnership where you both benefit from
it
google ads definitely still works a nice
way to scale over there google shopping
ads work
email buys when you get into someone's
email list or you buy an email list
paid press right actually getting uh you
know networks like forbes to write about
you but typically just cost a couple
hundred dollars for them to do it
and of course there's way more on the
paid side of things on the organic side
of things
we have social media right in organic
we're talking about free or
earned traffic stuff we're not
necessarily directly paying for so
of course you have facebook instagram
youtube pinterest tick tock
uh whatever the networks that your
customers are on that's where you should
be on as well
organic traffic isn't really significant
right now on social media
once you build a really big following it
can become significant but
for social media we're really going to
be focusing on ads especially on
facebook and instagram
you've got blogging you've got
partnerships you've got affiliates right
these are all great ways to drive
free or organic traffic uh legitimate
press
right not ones where you'd have to pay
for right that's uh a really great
organic source
search engine optimization seo right
search engine traffic
being found on google that's the
ultimate type of free traffic
uh word of mouth right people just
literally sharing referring you and of
course there's way more
these are some of the different organic
traffic sources that are out there for
e-commerce
but why do we use facebook ads for e-com
right why does every single big store
focus on facebook ads why does every
single guru talk about facebook ads why
is every tutorial focused on facebook
ads well
simply because it's the best platform
out there to reach
your perfect customer right when it
comes to actually finding your perfect
customer and finding them well being
very specific
having laser targeted audiences not
wasting any money going directly after
who you think is your
best of the best potential customer
you're going to use facebook ads right
in instagram ads they fall under
facebook ads so when i talk about
facebook ads
we can kind of interchange facebook and
instagram at the same time in fact
we can run ads on both of those
platforms at the same time
using the exact same setup but the
bottom line is your customers are on
social media
period end of story right they are 100
on social media facebook has billions of
users
instagram has hundreds of millions of
users maybe a billion users at this
point
your customers exist on these social
networks so that means you need to be
playing there
and of course in an ideal world we could
just make a a post on our fan page and
get 10 000 customers but it doesn't work
that way we need to be running ads
and facebook has billions of users but
even more importantly
they have trillions of data points right
and the really interesting part about
this
is we all built this for facebook
ourselves right we put in there
our our age in our college and our job
and our interests and we started liking
all these pages and we started clicking
on all these links
we provided facebook with all of these
data points and now luckily for us as
marketers
facebook is going to go ahead and share
that data with us
and that's how you do the quote-unquote
targeting on your facebook ads
right facebook has trillions of data
points about us
about all their users about our
interests about what we do
they share this inside of the facebook
ads platform
and we can go ahead and do targeting
where we can find our audiences
we can create laser targeted super
specific audiences
based on all of those data points
right that's why facebook ads work so
well that's why it's the number one way
to drive traffic for e-commerce because
we can get so specific because facebook
knows
everything about us right scary to think
that but it's true and
as marketers we want to take advantage
of that
so here's the old way of doing ads and
i'm not here to uh you know completely
talk down on google ads i use google ads
myself but
definitely not for testing definitely
not for the same purposes i'll scale on
google ads i'll retarget on google ads
but google adwords pay-per-click
you know the kind of old way of online
ads we've kind of moved past that so
this is the old way right you're going
to bid on keywords
so let's say you're selling dog t-shirts
you'll go to google adwords and you'll
bid on
dog t-shirts dog hoodies puppy t-shirts
uh gifts for dog lovers you'll bid on
all those keywords
right and you literally will have to
wait for users to search
and of course there's you know tens of
thousands of searches on popular
keywords so
you're not going to be waiting long but
this is a very expensive strategy this
is also a strategy that ignores a huge
percent of your audience
right and why is that well ppc
pay-per-click google
adwords this is basically
a a process where you have someone out
there
looking for a product right they're
actually they have buying intent
they and and this is not a bad thing but
this limits your audience right you only
are reaching people who already know
that they want to go buy something or
they want to go search for something
right if there are 1 million dog
searches
for let's say dog t-shirts per month on
google
that doesn't mean there are only one
million people in the world that want to
buy your dog t-shirts right we're
ignoring a huge percentage of the
audience
we're basically saying okay we're only
going after people that are looking to
buy and of course that
those people are valuable what about the
75 million other people in the united
states that love dogs don't we want to
reach them as well aren't we limiting
our upside tremendously if we're only
advertising on google right
because basically they'll come to our
website they'll purchase right but we're
only hitting this small
percentage of audience right those with
buying intent and i'm not saying that
google adwords
has no place in e-commerce it definitely
does i personally use it myself
but facebook ads instagram ads is where
you're going to start it's where you're
going to make most of your money it's
where you're going to scale it's where
you're going to test it's where you're
going to find your buyers and
not just that small percentage who have
buying intent
we're going to reach the entire audience
based on the data points that i
mentioned
that facebook has so we're not going to
do this anymore
right the old way is out we're not going
to do pay-per-click we're not going to
limit our audience to only
a very small percentage of people who
are out there searching we want to go
after everyone and we're going to use
facebook ads to do it
and facebook ads instagram ads like i
said they're kind of interchangeable
you're going to be able to just simply
select instagram as
another placement for your ads and i'll
show you all this over the shoulder
but the process is so simple with
facebook ads okay we're gonna set
super specific targeting okay we're
going to go after people let's say well
let's stick with the dog example let's
say we have a
a store for dog lovers maybe it's drop
ship products maybe it's print on demand
maybe it's a custom product that we made
ourselves it doesn't matter
we're gonna set super specific targeting
right are we gonna target people that
like cats no are we gonna target people
that need to get their taxes done no are
we going to target people that are
recently newlyweds no now these are all
things that you can target on facebook
but why would you want to we want to set
super specific targeting
and we're not just searching based on
keyword searches or google searches
we're searching on things like
interests right and this is where it
gets so powerful
right we could set super specific
targeting and be seen by
the perfect customers we run ads to our
store
so we have a dog store we run ads to
people inside of our super specific
targeting and the only people inside of
our specific targeting is going to be
people who love dogs
now there are lots of different ways to
find these people to group these people
to test these people and that's kind of
the you know the real magic of facebook
ads really laser targeting your audience
not only just for the niche but even
inside the niche right what type of
people who like dogs
are the best type of customers you'll be
able to figure all that out with
facebook but
from a 10 000 foot overview the way that
you need to think about it
is we're going to set very specific
targeting
and then we're going to show our website
to those people it's not people who are
searching out
dog products it's people that we know
based on the targeting options
love dogs right and again facebook has
all of that information about all of us
so this becomes very very easy it's only
a two-step process set the targeting run
the ads
and again i'll walk you through every
single process we'll go over the
shoulder i'll actually show you
we'll build a sample ad together and do
the targeting and all that great stuff
but a very simple process right we're
going after 100
of the audience here not just people who
are out there searching we're going
after people that like the niche that
love the niche that are passionate about
the niche
and facebook gives us that data inside
of the facebook ads manager
to go ahead and do all that so you could
think about your facebook profile right
and think about
all these data points this is a good
kind of way to to really
see just how powerful facebook can be
and you got this random guys there's a
sample guy we'll call him john
and john likes a couple pages about dogs
okay and guess what facebook is tracking
that and
john has also visited a couple
and clicked on links about dog food
and john has also posted some photos
about dogs on his profile
facebook tracks all of it right and
facebook is literally capturing data
points about every single action you do
not only on facebook but off of facebook
as well that's why the facebook pixel is
so important
and now facebook has a really great
understanding of this guy john
right john loves dogs john probably has
a dog
john post pictures of dogs john clicks
links to websites about dogs so when you
want to go out and find people that like
dogs john is going to be in your
audience and
there are going to be over 75 million
people in this very specific dog
audience
so when you want to go out there out
there and build that specific audience
it's not just about people searching
right john might not have ever made a
search for dogs
he might not be actively looking for a
product but guess what we get to put our
products right in front of him
in a medium that he's already
comfortable with right facebook
instagram right and those are some of
the advantages actually the fact that
we get to be where he already is right
we know that he's on facebook and
facebook knows all this about him we're
really just connecting the dots and
facebook makes it incredibly easy so
if you give facebook all this
information as a user now we as a
marketer
or we as marketers get to tap into this
information to create those super
specific audiences
so with facebook ads you can reach your
perfect customer
where they already are they're already
spending time on facebook they're
already spending time on instagram
all we need to do is simply customize
the audience to only include people that
fit into our quote unquote perfect
customer
we need to find people that are most
likely to buy we need to run
audience we need to create audiences and
run ads to those people very very
very straightforward right you can think
of it in this this idea
you have a product that is made for dog
lovers
there are 75 million dog lovers on
facebook
let's connect right that's it
there are 65 million cat lovers on
facebook you want to build a cat store
you already know that you can reach
those people through facebook ads
right it's incredibly powerful it's
simply marketing 101 it's just matching
up your product
with the right customer and there are a
lot more customers out there than just
people who are making google
searches right keep that in mind
so how about some advantages of facebook
ads well they're native ads what does
that mean well basically it means that
the ad doesn't stick out like a sore
thumb
go to a let's say a blog or or a news
website you see banner ads right banner
ads are the opposite of native ads right
they
uh really don't fit into the ecosystem
but with facebook ads i'll show you an
example in a second
you could just be scrolling through your
news feed and you see another photo or
another video and
sure it says sponsored in really small
text but you really don't
see the difference or feel the
difference between ads and normal posts
they're just native
posts they're native ads they fit into
the ecosystem of facebook and instagram
and that's why they work so well
obviously facebook instagram are very
visual medium so we're not dealing with
text ads like google
we can actually showcase this a lot of
times with video we could showcase our
product with great detail
low budgets are available there's no
contracts right we can start with five
dollars a day
for most of our ads really really cheap
to test which means we don't have to
invest a lot
we could let facebook kind of work their
magic look at the data and then make
decisions based on very small budgets so
very powerful for the entrepreneur
especially one who's just starting
because you could start with small
budgets it's a self-serve platform
meaning you don't need to deal with
anyone you don't need to have a rep you
don't need to call someone
you literally just do it all through the
ads manager i'm going to show you that
over the shoulder
insane amounts of data right i've talked
about that really a lot throughout this
point we provide facebook with so much
data we click on links we like pages we
interact with brands right all this
information is being served up to
marketers
which is great for us now that we want
to run ads
the facebook pixel is super important
i'm going to talk about that but this is
really one of the big
advantages of using facebook the pixel
makes your ads work a lot better and
again i'll explain that in a little bit
audiences
retargeting lookalike audiences website
custom audiences all these great things
they allow us to really go even deeper
with
facebook ads and scalability this is
super important right it's great to
start it's great for testing it's a low
budget platform you can do it on your
own
but you can also scale this up right you
could spend six seven figures a month
just on ads and of course you'd only do
that if it's profitable
scaling is really the best part of the
business scaling means you already have
something that works
now you want to do more of it so if your
facebook ads work
and you have let's say an audience of 25
million people
then you could scale through that entire
audience reach
tons of customers and do that all
through the same facebook ad so
not only is it great for testing really
great for scaling as well
now let's take a look at a real life
example of
a nice facebook ad you're looking at the
facebook ad library and this is a 100
percent free tool
provided by facebook that allows you to
look through and search through
any live ad that's on facebook right now
and
i always love showing these guys meowing
tins this is a shopify
drop shipping store and these are some
of their ads that are actually live
right now so of course this is a great
place to do competitor research
but i want you to pay attention to a
couple things first of all you'll notice
that every ad
looks just like a normal status update
right it basically it will have
ad copy like the actual content and then
the ad creative which is typically a
video or a photo
right and just like any other status
update if you were to post a photo from
your vacation right you might have a
caption and a photo
so these all look like typical facebook
posts except it says sponsored up here
in really small font
now you'll notice that every ad comes
from a fan page
okay so you have to have a fan page for
your business you should already have
that you should have instagram as well
and what we could take a look at is
where are they running the ad so on top
it says they're running it on facebook
and messenger in this case they're
writing this one on facebook instagram
audience network
messenger same thing over here so they
have different ads running on different
uh different platforms
but when you take a look at what this ad
is it's you know it's pretty much
uh simplistic right you're going to have
the ad copy
and you're going to have the ad image
and you'll notice a couple more here i
thought this one was
uh super interesting see this is a
dropship product i'll show you it on
aliexpress right now
right here is that uh this exact product
or very close to it at least over here
on meowingtons again they're a big
shopify drop shipping store
but in all these cases they're using a
big square image
they have a call to action for their
link which is always important at the
typically at the end of your ad copy
you're going to have a call to action to
get people to click
but this is not something that is you
know overly technical this is not
something where you need to have
world-class design skills we're really
just advertising our products
to the customers and you know the real
important part
is setting up the right targeting here's
another cool example this one is in the
dog space and
of course it doesn't have to be anything
related to animals just showing these as
examples it's called iheartdogs.com
another shopify store
and you can take a look over here again
very similar type of ads
you know again mostly image based big
square images
um it fills up the uh the space pretty
well
here is a blanket this is probably a
drop ship type item over here for a wool
blanket
or it might even be print on demand but
this looks like a drop ship item and you
can go through here here's
ugly christmas sweaters and all these
different posts in terms of what they're
doing custom ornaments
just because it happens to be this that
time of year right now for the holidays
but you can put in any brand you want
over here
and you can see all their ads that are
running you see where they're running
them
you see all that good stuff so really uh
you know not only is it great to learn
and see kind of what an ad looks like
it's also great to kind of
spy on your competitors and see what
they're doing
and make sure making sure that uh you
know you're not missing anything
and just think about it in either of
these examples right and really any in
any store you could think of
the whole idea here is that they're just
getting their products and they're
putting their products
in front of the right customers by doing
that specific targeting right they're
obviously in this case
going to target dog lovers right in this
case they're going to target cat lovers
but the idea is they're going to match
their product to the right customer and
that's just marketing 101 or you have a
product
you need to find the customer and this
is how they do it
and this is the power of facebook ads
and by the way it's the most important
skill
an entrepreneur can have today if you
can run traffic with facebook ads and
instagram ads if you can get people to
your site or to your store
efficiently you could do any type of
business online there's no doubt about
that it's
the most important skill and facebook
ads is by far the most important
ad marketplace that's out there right
now
and it's really just a simple four-step
process i'm going to go over all these
over-the-shoulder right after this
but four simple steps step one open a
completely free
business manager account at
business.facebook.com we'll do that in a
second
this is just going to allow us to get
into the facebook ads manager
it's where we're going to be able to
actually run our ads create our
audiences
do all that great stuff step 2 set up
your
facebook pixel and you're going to add
that to your shopify store or to your
clickfunnels funnel or to your website
wherever you're driving traffic
we want to install the facebook pixel
i'll show you that as we go over the
shoulder
step 3 you're going to research
potential targeting options
to make sure you're only showing your
ads to perfect customers
okay going back to that dog example
we're going to look at all the different
targeting options that we have for dog
lovers sure we could just type in dogs
but there's also a lot of different ways
to go even further right how about
things like dog food brands or
popular dog influencers or tv shows
about dogs
right a lot of different targeting
options and that's what really makes
facebook so robust
step four we're gonna run website
conversion ads
okay we're going to use campaign budget
optimization that might sound like
foreign language to you right now but
i'm going to show you over the shoulder
exactly what that means we're going to
run these website conversion ads we're
going to test
different audiences over a few days and
then we're not just going to pat
ourselves on the back and say we're done
we're going to wait for the ads to run
we're going to read the data
and then we're going to make data driven
decisions we're not just going to guess
we're going to say okay this is exactly
what the data tells us to do next and
then we'll do that
so uh four simple steps for
successful facebook ads so going back to
the agenda now you know why we're using
facebook ads
let's knock off numbers two and three
here i'm gonna show you a step-by-step
facebook ad account setup we're going to
sign up at business manager we'll go
right into ads manager from there i'll
show you
that and then we'll go right into the
facebook pixel talk about how important
that is it's really just a couple of
different clicks
that you'll need to do to turn that on
so let's go over the shoulder
first and we're going to sign up for a
facebook
business manager account okay if you
don't have one already just check out
business.facebook.com it's 100 free from
facebook
basically just creating a separate
account inside of business manager
to allow you to kind of keep things
separate from your personal profile
now i'm over here at
business.facebook.com and i'm already
logged into my facebook account
and you can read through here in terms
of what's going to what you're going to
get access to but basically this is just
going to set you up with an
ads account so on the top right you'll
either need to log in to your facebook
account or create
a facebook account if you don't have one
once you're logged into your facebook
account you'll be able to go ahead and
click create account
from there just simply fill out all the
fields over here until you can click
next into your account
if you don't already have one now is the
time to create a facebook fan page you
just simply put in
your brand name here and you can come
over here and put in website
and it doesn't really matter much then
you can just kind of give a uh
just a little description and then we
can go and create the page
um you're gonna need a page of course to
run ads and now you can finally get into
your business manager
and there's a lot of different things
you can kind of just click through and
learn about but i want you to come over
here to ads
and we're always going to come to the
ads manager so it says show more detail
in ads manager we'll click into that
and this will bring us into our facebook
ads manager
this is our advertising dashboard this
is our facebook ads home base
once we start launching campaigns of
course we could literally launch them
directly on this page
or eventually we'll start seeing them
listed here once we do launch and we'll
come back to this
in a little bit because i'm going to
want to uh you know launch an ad so you
can see the step by step
but i want to show you the facebook
pixel first so we'll come up here to
business tools
and we want to come all the way over
here to events manager
and that's going to load a a new page
where
we talk about data sources and we're
going to come and click this connect a
data
source button and you know if you had
your own mobile app you would use this
section but of course we have a website
or a store
most likely a shopify store or a click
funnels page
right and we want to track the events we
want to track everything right we want
to track who clicks we want to track who
buys who adds to cart
how many pages do they view how much
money do they spend right all that
incredible information all the power of
the facebook pixel
is going to happen through this
connection right and the pixel is
incredibly important
it's what makes website conversion ads
so powerful
why because it goes out there and looks
for people that are most likely to
perform that action
and the action is website conversion
right
it's more specifically it's website
conversion with the event being a
purchase
and it uses this pixel uses all the data
inside this pixel
to make that happen so we're going to
come over
right we can ignore this conversions api
we come to the facebook pixel section
over here
and we're going to click connect now we
just need to give it a name right very
easy you can name it anything you want
i'll just name it example
and we could put in our website here
depends on really what you have set up
if you just have one store one url you
can put your website in over here
if not it doesn't really matter you can
kind of
there are options to really build
audiences for multiple domains as well
so it doesn't really matter much
i'm just going to go and continue on
here and now we have a pixel
created right now the uh next step here
we've created it but we need to
integrate it and this is going to depend
on what platform you have
right if you are on let's say shopify
there is a very specific section i'll
show you over here
we come over here here's online store
and
uh go to preferences and then
at the bottom of preferences we have
facebook pixel
and we could literally just press set up
facebook it's going to walk us through
the process
of making the connection between shopify
and facebook
right and again the pixel is incredibly
important we want to track every action
on our website uh as possible right at
least everything that facebook can track
and we need to have the pixel properly
installed for that to happen
okay so you could use a partner
integration you see shopify is listed as
one
if you're doing click funnels and you
need to actually grab the code and copy
and paste it
you can go ahead and just literally come
right here copy the code and this is
going to give you the base code
to copy and paste into your click
funnels
that code goes directly up here seo i'm
sorry
settings tracking code and you just
simply paste in
the code and come out and save it so
really depends on
what platform you're using you could use
the
advanced kind of matching as well but
typically what you need to do
is integrate it once with either shopify
or once with your click funnels and then
we'll be able to really start getting
everything we can come back here of
course if you have multiple like let's
say you have a click funnels and a
shopify site you want to install the
pixel on both
right so that just means it's going to
be able to track in both places and you
can install the pixel in multiple
multiple places meaning if you have
multiple websites you can install the
pixel the same pixel
across those websites but once you have
it connected
of course there's no activity yet
because we just connected it but once we
start getting activity you'll start
seeing everything in here
not much that you're going to do in here
eventually we'll be able to go ahead and
create custom audiences i'll talk about
those in a little bit
but we have our ads account now we have
our pixel set up
so we can move on next on the list we're
going to actually create
a brand new facebook ad for an ecommerce
store we're going to use a
sample product a sample store and we'll
go step by step i'll show you
exactly how we're going to set it up and
what things we need to
configure there but in terms of the
actual ad right in terms of
let's say a perfect facebook ad there's
a couple different things that we want
to consider number one
we just need to think as a marketer
right marketing 101
you have a product to sell you need to
match it up with the perfect customer
and facebook's huge amount of data all
the targeting that's out there makes
this very easy for us so
what we need to do is set the targeting
and i'll show you this
set the targeting to be your
quote-unquote perfect customer and
you're going to see there's lots of
different options
for doing the targeting and then you
just simply need to showcase your
product
okay you have a great photo or even
better a great video it's always going
to be one
ad to one product we'll be advertising
specific products
at a time and we just want to keep this
simple right the goal is to consistently
launch new products in our store and
this becomes very very easy especially
if you're using a business model like
print on demand or drop shipping which
i'm constantly teaching to my students
very low risk to test products all you
need to do is just run ads
and understand if the ads are working or
not and keeping in mind that we're
always having one
product per ad right in terms of setup
i'll show you this in a couple seconds
when we go over the shoulder but it's
going to be website conversion
that's going to be the ad type and when
you combine that with the facebook pixel
right all the data that the pixel
captures you have a very
very very powerful setup and that's just
how facebook ads work
so some of the keys to a successful ad
right product
obviously you want to showcase one
intriguing product per ad we're not
going to showcase the entire catalog
or 10 different products we're going to
showcase one product per ad
customer this is the most important
thing we need to find the targeting
and test the targeting that we think
best matches a quote-unquote perfect
customer right so we always want to find
the most ideal customer
and we know that they exist on facebook
and instagram because of just the size
of audience
and the number of users that those
networks have
i really love this point budgets we
don't need to start high in fact we're
going to start low
there's no minimums there's no contract
so we're only going to scale
or aka spend more on our ads when we
know things are working
optimization we're always going for
website conversion and the specific
event we're always going to go for
purchase i know a lot of people
have different thoughts about this i've
always had success running website
conversion ads
targeting or going after the event for
purchase and you'll see that when we go
over the shoulder
auto bidding don't really need to worry
about this until you're scaling deeply
placements we're just going to keep them
all on that includes instagram
okay we're going to make sure that we're
launching our ads on facebook and
instagram you'll see how that all
works at the same time inside of the
facebook ads manager
and then the budget type we're going to
do a campaign budget optimization
otherwise known as cbo
this is just something that i believe
everyone should be using
and then the ad creative right pretty
simple we need
some copy with a call to action and then
we need a great video
or picture so if you could nail all of
these these are the different factors
that make up a successful ad
if you nail all these you can make a lot
of money with facebook ads
in e-commerce so let's go over the
shoulder
we'll create a new facebook ad and
you'll see all the different things that
you need to configure and set up
so let's bring the add screen over now
first let me show you the sample store
that we're going to be using for this ad
and i actually built this
step by step in another youtube video so
take a look at my channel you can see me
actually build this store in just about
45 minutes
but anyway we have this cat store called
classy feline and we have this cat bed
that we want to advertise and
obviously marketing 101 tells us to
match up our product with the perfect
customer
so we need to go and find on facebook or
specifically run a facebook ad
that is going to target cat lovers cat
owners
people that buy cat related products
because those
groups would make up our definition at
least in this case
of the perfect customer okay so now
we're in create
new campaign and you can get to this
pop-up a couple different ways you can
either press the big green create button
you could actually create a an ad
directly from the settings on your
facebook page
it doesn't matter it's all going to
bring you to the same place which is
going to be
the campaign creation tool and you see
that these are all the different types
of or different objectives
for your ad campaign and remember we're
going to do one product per campaign so
we're going to be advertising one
product i showed you the sample product
on that cat store
and now we're going to come over here
and we're going to focus on conversions
okay
and you could uh hover over the little i
it says show your ads to people most
likely to take
valuable actions like making a purchase
on your website okay obviously that is
what we want to do for e-commerce
all of our ads when we get started are
going to be conversion ads
okay we're always going to do website
conversion we're always going to use the
purchase objective
okay and there are definitely some odd
cases where we'll do other things
potentially in retargeting
potentially in terms of reviews
but you know our typical campaigns our
revenue generating campaigns our product
testing campaigns our scaling campaigns
website conversion okay very important
okay you could name your campaign if you
want typically a good idea to do that
just for keeping things organized
now we come into the three-part campaign
generator okay this is the new campaign
page
but you need to take note of the
different levels or the three parts of a
campaign
okay and they go in in a little
hierarchy
on the top it's a campaign okay we just
created the campaign a campaign
has an objective our objective
conversions
okay inside of a campaign we have ad
sets
okay ad sets have a lot of different
options we'll walk through all these
but most importantly it's going to be
budget and targeting
inside of ad sets there are ads
you can only have one ad that's totally
fine
and in the ad section is the actual post
right the image
or video and the ad copy tied to your
fan page and we're going to create that
in fact we'll go through all these
different setups in in this example here
but
this will be the kind of hierarchy or
the organization of all of your
campaigns
so you could think of it as each
campaign being one product
each product having ad sets and you
could have multiple in there if you're
doing different targeting options
and then each ad set will have at least
one ad
right so this is going to be your
typical setup so just jumping right into
it
let's go through what we need to do on
the campaign
okay we could name it if we want doesn't
matter right we just do that for
organization purposes
take a look at these options over here
really nothing that we need to be
worried about here
we're going to just go with conversions
we'll have our budget set in a different
place
a b testing is cool but we don't need to
worry about that right now we're just
getting our
campaigns set up but we definitely want
to turn on campaign budget optimization
otherwise known
as cbo campaign budget optimization i
could you know give a whole hour talk on
that
the short of it is basically facebook
knows more than you facebook is smarter
than you
and if you give facebook different
options in terms of targeting
if you give them different ad sets they
will distribute the budget
to where they think the best
quote-unquote opportunities
exist so maybe it exists in ad set one
maybe it exists in ad set two
maybe an ad set 10 if you have 10
different ones you let facebook decide
you give a campaign
budget overall and then facebook will
basically divvy it up
into the different ad sets not evenly
but based on where the best
buyers would be so really like campaign
budget optimization it's always a great
thing to go with
you can go with anywhere between five
and twenty dollars a day
to get started you could even go higher
if you wanted but i think a great thing
about facebook is that you could start
really low
and if you have multiple ad sets in here
you could have a little bit higher of a
budget if you have only a couple of
ad sets in here you can have a little
bit lower of a budget again it's giving
facebook the ability to say hey
we're going to optimize where we're
going to spend your budget
across the entire campaign it's not just
going to be even it's not just going to
be you know
ten dollars on ad set one and ten
dollars on ad set too
it might be 19 on ad set one and one
dollar an ad set too but you let
facebook decide that because again they
are smarter than you they're using
algorithms
they have all the data that you just
don't see let them figure out where to
spend the money
they'll still respect the overall daily
budget it just might get split up into
different sections and
you know we'll talk about that as we go
through the ad set but really nothing
more that we need to do on the campaign
level so we'll click next
now we're going to be brought to the ad
set good idea to organize this
so when we look inside of a campaign and
there are multiple ad sets we could
take a look and you know be descriptive
about them this is obviously just an
example but you could be more
descriptive so you understand what's
going on
conversion event this is super important
when we talk about doing website
conversion
with the purchase event or the purchase
objective
we're going to select purchase over here
under conversion event everything is red
right now because we have a brand new
account here
but once you start having action on here
will turn green don't worry about it if
it's red it's totally okay to continue
so we go with purchase we're going to
scroll down over here
we can set a scheduled start date if we
want we could schedule the entire
campaign i'm just going to let it start
right now
now we come to the targeting okay and
this is obviously
where you're going to make your money
with facebook ads this is where we need
to go out and
again go back to marketing 101 we need
to match our product with the right
customer
so you see all the different options
that we have here first of all we could
use custom audiences
which would be things like retargeting
audiences and lookalike audiences we'll
talk a little bit about that later
we could exclude audiences which means
we can remove people from being shown
this ad we can change locations
right we could add different countries
we could
remove united states only do canada we
could do united states
canada mexico we could do anything that
we want change the age
change the gender all right but we're
going to come over here and we're going
to focus on detailed targeting
and i personally uncheck this box
because i want to have full control
over what's in the audience and this is
where you're going to be putting in your
interests
and our product is a cat bed
so you know in the most broad sense
just typing in the word cats and you see
all these different options over here
but in the most broad sense we could go
after people that like
cats in the united states of 74 million
people
okay so this is you know and this is
basically called broad targeting now
your ad will only be shown to people
that are 18 to 65 that live in the
united states
that like cats right and and if this is
your first time seeing facebook ads
that's
you know pretty powerful in itself right
we're going to be able to really kind of
niche down
and we started with about 2 billion
people on facebook now we're down to 74
million
in the united states that like cats
now this is just obviously just
scratching the surface in terms of
targeting
there are so many other options we can
come and take a look at suggestions here
and not every suggestion is relevant
right if we have a cat store
dogs is not relevant to us but the tv
show must love cats that's definitely
relevant
right the interest of cat lady that's
very relevant
different breeds of cats is very
relevant right so all we need to do is
really just take a look facebook does a
really good job
of giving suggestions on here and you
know we could talk for hours upon hours
upon different
targeting strategies single interest
stacked interest
intersected interest every single
interest at once only big interest only
small interest
blah blah blah no one has the correct
answer right i have my own strategies
i teach in my boot camp program that
doesn't mean that they're the only
strategies that work
and in my opinion the best thing that
you could do is test out different
strategies and
make try to make up your own strategy
that kind of meets your needs and works
for your niche
some people will say this is all you
need just broad right let facebook do
the rest of the work other people say
you want very specific audiences
i test everything but the big thing here
is
detailed targeting is going to dictate
that super specific audience that we
talked about at the beginning of this
video
we need to make sure that our audience
has the potential to reach
our quote unquote perfect customer and
of course that's going to be different
in every niche so spend a lot of time
here do a lot of research take a look at
all the different things there's another
great tip the more things you add into
the list of interests
the better the suggestions get okay see
litter box popped up a little bit higher
we're getting more cat related things
we're getting less dog related things so
the more you put in here the better the
suggestions i'm so that's a real big
thing another thing worth noting i think
a lot of people come in here and they'll
say okay
um i like a couple different fan pages
i'm just going to advertise to the
people that like those fan pages and
that's how facebook ads kind of started
they were really kind of most directly
linked to fan pages where you would pick
a fan page and then you would advertise
the people that like that fan page
doesn't really work that way anymore
you're really looking for kind of more
defined interest like you see on the
screen here
but either way incredibly in-depth
targeting options incredibly powerful
as well scrolling down here we talked
about placements and i talked about
going with all placements
so we typically go with automatic but if
you did want to just kind of pick and
choose let's say you just absolutely
don't want to do instagram you could
turn off instagram over here
audience network messenger these are
basically other parts where facebook
can advertise obviously this is facebook
messenger audience network is literally
just articles
that you might see on you know thousands
of other websites where facebook
integrates their ads on so you could see
your
ads on different websites i often see
that and these are all the individual
different placements in here you could
like i said pick and choose if you want
but the easiest thing to do just make
facebook happy let them do the automatic
placements again they're smarter than
you they're going to be able to figure
out
what to do cost control is a nice
advanced scaling tactic we're not going
to cover that here
something you could look into once
you're you know consistently making a
lot of sales
and over here again we're not going to
really be touching anything on these
just leave them as default
next we're going to come into the add
the add screen here and again this is
step one step two step three
could name our ad again
and by the way you could use the same ad
across all different ad sets as well
a lot of people will do that so the
process here is basically to create a
post
and use it as an ad okay we need to make
sure our instagram account is selected
we can either
connect our existing account or because
facebook and instagram
are connected we can just use our fan
page over here on instagram which is a
good
uh good quick strategy now we're gonna
come over here
a lot of times it's easiest to use an
existing post which means if you let's
say you actually have some
content on your fan page already that
you want to turn into an ad or you
simply post your
ad image and ad copy as a status update
you could select it but what we're going
to do is just create an ad right now
i'm going to do a single image or video
and we're going to come down here
and we're going to simply just run
through these different
options okay add media we're going to
add an image
okay i've already added it before it's
going to be this
it's going to give you a little preview
should be about a square image that
typically works the best
facebook can do a lot with a square
image and really hit all the different
placements
so you see we have our product image
right and literally the exact same
product image that i showed you on the
website right we just used that
made sure it was a square it actually
already was so it's very easy for us to
do it
and now the cool part is this is live
right so i'm just typing in anything
just really just typing anything at all
just to see
and you'll see where the section is
right and it says headline and we come
over here and we have a headline
and a description as well what we need
to do is i'll come back and clean that
up what we need to do is go to website
url
and this is going to be where we
actually send you see there's a button
here
where we actually send the customer so
i'm just going to paste in
that link okay we'll scroll down a
little bit more
call to action button we have different
uh
options here obviously we're going shop
now for a store
okay we'll clean up this i'll just pause
this and clean it up
okay so i just put in some sample
content here does your cat love sleeping
you need to get this ultra classy cat
bed click here
that's the call to action we got the
link got a title here
we have a description which only shows
in some placements
so don't be worried if you can't if
you're not seeing it over here
oftentimes it's mostly just desktop
when you'll see that we have our call to
action we have our link
right we have our pixel down here it's
already checked because we're using a
website conversion add we have to select
the pixel at the beginning
don't worry about this message even if
you see it as long as you integrated
your pixel it just takes uh you know a
little bit of
time and action for it to turn green
over here but red is still fine
as long as you set it up and we're
literally ready to go
right this is going to be our exact ad
and we can take a look at other
variations that's what it's going to
look like on instagram
here's what it's going to look like on
facebook marketplace here's what it's
going to look at on video feeds
all these different types of ads your
facebook feed right so
and it can also be shown in stories so
this is why you give them the ability to
just set all placements
but what we're going to do is publish
this ad in a second and it's really just
in review our campaign setup pretty much
nothing that we need to
there except pick the objective our ad
set where we set the budget
uh i'm sorry where we set the targeting
and the budget was previously set in the
uh
the first part so the targeting and the
placements
and the ad section where we literally
just create the ad
so pretty straightforward here um you
know the main thing you're going to play
around with
would be targeting right you could of
course also play around with the ad copy
and the ad
images you could do split split tests
and see which images get the most clicks
what ad copy gets the most clicks but
you know just telling you how you know
really how it is
it's gonna be about the targeting right
how you target your customers how you
define your perfect customer and then
what you do to reach them that's how
you're going to make all the money
so we'll publish this ad and then we'll
talk about creating
more ad sets so remember we're doing
campaign budget optimization
cbo so what we need to do is actually
come in here and create some new ad sets
and
everyone does this strategy so facebook
has made it pretty easy these have a
duplicate button
and you can create as many duplications
as you want right you're going to put it
inside the original campaign and
let's say you had lots of different
targeting options to test you could
you know increase the number of copies
here and create a lot of different tests
we're just going to do
two different tests so two different ad
sets and we're going to click show
existing reactions comments and shares
on new ads
meaning we get to use the same post so
if the post starts getting a lot of
likes and comments
that will be shown across all these
different ad sets so we're gonna
duplicate
and you're gonna see what happens
literally gonna say ad set one copy
okay and we just created a secondary
copy of the first one here's the one
that we just created i'll show you the
targeting right we had some random stuff
in here for targeting remember
right now here here's the copy that we
made everything is going to remain the
same the ad will look the same
right it's going to go to the same
product of course the only thing we're
changing
is the targeting so we can come down
here we say okay
i want to instead of doing these random
ones i want to do
a uh let's do let's see what they got
here
let's do cat fancy the magazine say okay
people that like
the magazine called cat fancy they
probably like cats and
before we had a 74 million person
audience this is super
super small this is 250 000 right is
this okay to use
yes why because you're going to test
everything
right you want to test you want to
figure out what's going to be the
targeting strategy that works best for
you
all right so this is just this would be
an example of just single interest
before we had stacked interest
you know i personally like doing grouped
interest where the interests are pretty
similar
again a lot of different ways to figure
it out a lot of different tests that you
want to do
but now we have a campaign budget
optimization
campaign over here spending twenty
dollars a day
between these two ad sets okay between
these two ad sets
they're in the same campaign okay in
fact the only difference between
this ad set and this one is the
targeting everything else
is exactly the same but like i said the
way you're gonna make your money in this
business is by figuring out
exactly where your customers are what
interests what interest groups
do your customers exist and you'll find
that out simply by testing
so now you have your cbo campaign up and
running we're back at the agenda and
we're all the way down at number five
now
what to do after you run your ads
so we have a facebook ad running we've
set it up properly what happens next
that's what i'm going to talk about here
and
we need to understand first of all go to
the bottom of this this last bullet
point
if you don't know your numbers you don't
know your business right you need to be
on top of your numbers and that means
understanding what's working inside of
facebook ads and
you'll need to familiarize yourself with
ads manager
and this is where you're going to be
running your ads this is where you're
going to be monitoring everything
of course there's the big create ads
button that loads the new ad creation
tool
right you'll be using that a lot but
you're not always going to be creating
ads
right there are different sections over
here that will allow you to pull reports
for example these columns uh there are
columns over here allows you to show
different sets of data like clicks and
performance and conversions
there's the date range you know you can
of course change the date if you want to
look back 24 hours or
if you want to look back a week or if
you want to look back a month and then
you're going to of course have your
campaigns your ad sets your ads these
are going to be
where all of your campaigns and your
actual ads are held
in this kind of order where you'll have
a campaign you'll have
ad sets inside of the campaign and then
you'll have ads
inside of the ad sets and you saw as we
walk through creating an ad
the different portions and the different
steps in the ad creation tool
there's also the pixel and audience
section of course we went over there to
install the pixel
but we could also go to the audience
section to do retargeting ads and to
build look-alike audiences
which are super important but again ads
manager is all about allowing you to see
the data
right and that's just so important and
we can have a five-hour class just on
how to read the data what does the data
mean level one decision level two
decision etc etc
just keep these key stats in mind and
these are the most important stats
when it comes to facebook ads and this
doesn't really matter what business
you're in
if you are ecommerce or if you are
service or if you're digital
or if you're just trying to get foot
traffic to your brick and mortar store
it really doesn't matter you always want
to check these kind of stats
because they tell a huge huge story
about what's going on so
the most important ones to check click
through rate ctr
on any links that you have there cost
per click
for any links right and there's
different than their ctr all and their
ctr link
we want to be looking at ctr link
there's cpc link and cpc all we always
want to be looking at cpc link
okay cpm means cost per 1000 impressions
this is how we pay facebook
so we want to see the lower number here
the better conversions
and typically this means purchases right
obviously how many purchases or how many
sales you have is
probably the most important thing that
you're going to be looking at how much
you've spent
uh your roas your return on ad spend
right how profitable are you
if you're not profitable you shouldn't
be running the ad right so you need to
understand these numbers you need to
access them you're going to be able to
access all of them inside of ads manager
and you just play around with the
columns you can even customize your
columns
to always have you know these
these core metrics very visible to you
at all times
now i want to talk a little bit about
taking ownership of your audiences and
this is really all about
custom audiences lookalike audiences but
you want to take ownership of as much of
the data
as possible so interest and targeting
and demographics those are great that's
how everyone will get started
you'll never abandon those but over time
you'll find that custom audiences will
work even better
than interest-based audiences so what
are custom audiences well basically they
are retargeting audiences for the most
part and in the simplest form
a custom audience could be a group of
people who have visited your website
but didn't purchase right and of course
those are
the exact candidates for who would get a
retargeting ad
so you do your retargeting ads through
there you can also build lookalike
audiences which are
really cool basically it takes the
information in your pixel
and says okay let's find people that are
similar to these people
and you could even get more specific you
say okay i want to build a lookalike
audience
off of people who have purchased right
if i have a thousand people who have
purchased my product
and i'm in a huge niche you could use
facebook lookalike audiences
to go build an audience of people
similar to those that already purchased
so you have everything you need to run
good facebook ads
and i always say money love speed don't
just congratulate yourself for watching
this video go out there and actually do
something about it
run some facebook ads build your store
get some great products
find those perfect customers and you can
make a lot of money in this business
if you want to work directly with me if
you need my help if you want me to take
a look at your product or your stores or
your ads or anything like that
then you need to check out my 2021
e-commerce mentor program
and there's no program out there that's
like this it's broken down into two
different parts
number one we have the mentoring and the
coaching you literally get direct access
to me
as your e-commerce mentor you're gonna
get access to my private group
i'm in there all day long and literally
all i'm doing is answering questions
providing support providing motivation
for my mentor program students and
literally a full written ask me anything
you want it's not an assistant it's not
a va it's
not a partner or anything like that it's
literally me in there critiquing your
store your products
answering all of your questions and that
goes in conjunction with the other part
all of the training videos so you're
going to get an entire training video or
i'm sorry the entire training course
on facebook ads there's over 45 videos
just on facebook ads
then we have an entire course on shopify
an entire course on print on demand an
entire course
on drop shipping an entire course on
click funnels and there's so much more
there's wall canvas
there's all these other products google
google ads youtube ads
unbelievable amounts of training
messenger bot ads all these different
types of training and in conjunction
like i said
that direct access to me so you have
that support you have someone to go
ahead and
ask those questions have someone to look
at your store while you're learning
the different strategies that we teach
and there's just so much
content in there i know you're going to
absolutely love it you can take a look
at the link it's camp.justincener.com
camp.justincener.com and there's over
600 student success stories
that have come for this program i've
been doing this for a few years at this
point i really know the best ways
to teach students so i know you're going
to absolutely love it again take a look
at the link
camp.justincenor.com you could find it
below this video and i hope to see you
on the inside
you
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