1 00:00:00,600 --> 00:00:06,450 You are now ready to start creating your ad to launch the ads create to select to create ads from the 2 00:00:06,450 --> 00:00:10,820 drop down in the upper right hand corner of your Facebook profile. 3 00:00:10,830 --> 00:00:16,330 This is a good page to bookmark as you'll be using it every time that you create a new ad. 4 00:00:16,590 --> 00:00:23,100 Perhaps you should even create a bookmarks folder in your browser like I've done here so that you can 5 00:00:23,100 --> 00:00:30,330 easily access all of the important Facebook tools and links from one place and the first step to create 6 00:00:30,330 --> 00:00:33,550 your ad is to choose your advertising objective. 7 00:00:33,570 --> 00:00:37,310 So let's review the options that you have and at the end of this video. 8 00:00:37,350 --> 00:00:41,400 You will have chosen the objective for you to create your campaign. 9 00:00:41,520 --> 00:00:46,620 Now the first thing that you will notice is that these marketing objectives are broken down into three 10 00:00:46,620 --> 00:00:47,620 columns. 11 00:00:47,700 --> 00:00:54,510 Awareness consideration and conversion on these three columns here really matching with the marketing 12 00:00:54,510 --> 00:00:55,310 funnel. 13 00:00:55,320 --> 00:01:01,210 So at the top of the funnel you're trying to create awareness for your brand in the middle of the funnel. 14 00:01:01,300 --> 00:01:07,130 You're not really want people to consider your offer to take an action like click through your website. 15 00:01:07,170 --> 00:01:14,850 Engage with your posts or Facebook page download your view of video or give you their information so 16 00:01:14,850 --> 00:01:21,570 you can generate a lead for your business and the final piece of the funnel which is the really bottom 17 00:01:21,570 --> 00:01:27,930 of the funnel is your really encouraging people and driving them to convert on your Web site to make 18 00:01:27,930 --> 00:01:35,460 a purchase to purchase a product on your e-commerce store or to visit your physical store. 19 00:01:35,640 --> 00:01:41,400 So let's start over here with awareness so we can really understand in more detail this marketing objective. 20 00:01:41,400 --> 00:01:47,010 First you have brand awareness and if you click on any of these marketing objectives you'll see them 21 00:01:47,010 --> 00:01:54,390 below here that there is a better explanation of what it is and if this is a good campaign that will 22 00:01:54,390 --> 00:01:56,460 match what your marketing objective. 23 00:01:56,670 --> 00:02:02,070 So if your marketing objective is to reach more people who are likely to pay attention to your odds 24 00:02:02,160 --> 00:02:09,030 and increase awareness about your brand and this is the type of od you would choose and very similar 25 00:02:09,030 --> 00:02:15,720 to brand awareness there is a campaign objective where your objective is just reach where you want to 26 00:02:15,720 --> 00:02:18,780 show you're on to the maximum amount of people. 27 00:02:18,810 --> 00:02:22,730 So it's very similar except in the brand awareness campaign. 28 00:02:22,740 --> 00:02:26,790 This will show the ad to people who are more likely to pay attention. 29 00:02:26,910 --> 00:02:31,480 Awareness campaigns are the equivalent of a poster. 30 00:02:31,510 --> 00:02:35,720 You need both stop an ad in a magazine or not on TV. 31 00:02:35,730 --> 00:02:41,830 The intention here is not to get them to make a response to take action. 32 00:02:41,880 --> 00:02:46,800 It's simply in order free for you to create awareness about your brand. 33 00:02:46,920 --> 00:02:52,750 Now this type of marketing is very normal for big businesses like new like Coca-Cola. 34 00:02:52,950 --> 00:02:59,130 And I would suggest this type of campaign is probably best left to them if you are a small or medium 35 00:02:59,130 --> 00:03:00,200 sized business. 36 00:03:00,300 --> 00:03:06,120 You should really focus your attention on the consideration on the conversion column because this is 37 00:03:06,120 --> 00:03:09,140 going to get a more tangible result for your business. 38 00:03:09,330 --> 00:03:15,570 So let us start by looking at the traffic marketing objective here and this is going to be ideal if 39 00:03:15,570 --> 00:03:21,390 you want to send more people to a destination on or off Facebook. 40 00:03:21,630 --> 00:03:27,630 In terms of engagement then this is going to be ideal for you if your objective is to get more people 41 00:03:27,630 --> 00:03:31,610 to see or engage with your posts or page. 42 00:03:31,620 --> 00:03:36,970 Engagement can include common shares likes events responses and offer clams. 43 00:03:36,990 --> 00:03:43,200 So if you choose a subjective Facebook is really going to optimize so that you get more common shares 44 00:03:43,530 --> 00:03:45,470 events responses etc.. 45 00:03:45,750 --> 00:03:51,750 So down here you can see that you can make that choice again between post engagement which is the same 46 00:03:51,750 --> 00:03:55,750 as bous post or page likes or event responses. 47 00:03:55,980 --> 00:03:58,660 So you can make that choice down here again. 48 00:03:58,920 --> 00:04:04,980 Next stop we've got up in stoles and this is going to be ideal campaign for you if you want to send 49 00:04:04,980 --> 00:04:11,970 people to a store where they can purchase your app now that can be the App Store for Apple or Google 50 00:04:11,970 --> 00:04:16,210 Play and it can also be if you just want them to get Download FREE. 51 00:04:16,230 --> 00:04:23,820 Up next up we've got video views and this is going to be ideal if you want people to watch your videos 52 00:04:23,910 --> 00:04:24,800 and really where. 53 00:04:24,840 --> 00:04:30,810 Raise awareness about your brand and that can be things like behind the scenes footage product launches 54 00:04:31,260 --> 00:04:37,000 and customer stories and a good tip here is that if you do want to create videos it's probably best 55 00:04:37,020 --> 00:04:42,720 keep those videos on 15 seconds or less because that is the type of video length that this is going 56 00:04:42,720 --> 00:04:44,750 to get the most amount of views. 57 00:04:44,760 --> 00:04:50,070 Finally down here we have the lead generation and this time the campaign is going to be perfect if your 58 00:04:50,070 --> 00:04:52,380 objective is to collect leads. 59 00:04:52,410 --> 00:04:58,350 So emails phone numbers from people interested in your business so you can contact them through phone 60 00:04:58,350 --> 00:05:05,770 or email really do a callback on them or an email campaign so that finishes off consideration I think 61 00:05:05,770 --> 00:05:09,040 a lot of interesting options there for you over here. 62 00:05:09,050 --> 00:05:15,610 Then on the right hand side is the conversion column and as I said this is really focused on getting 63 00:05:15,610 --> 00:05:22,290 people to actually make a purchase and generate actual dollars for your business. 64 00:05:22,300 --> 00:05:28,600 So the first one here is conversions and this is an ideal objective for you if you want to get people 65 00:05:28,600 --> 00:05:36,100 to take viable actions on your Web site or up such as adding their information payment information or 66 00:05:36,100 --> 00:05:37,690 making a purchase. 67 00:05:37,690 --> 00:05:42,190 One caveat is though if you want to run these campaigns you need to have the facts. 68 00:05:42,250 --> 00:05:51,520 Facebook pixel or Facebook STK set up in your app so that you can track and measure these conversions 69 00:05:51,670 --> 00:05:58,420 without the Facebook pics so Facebook cannot actually optimize for you to get conversions because they 70 00:05:58,420 --> 00:06:03,730 don't have that information at the back and telling them really what is working. 71 00:06:03,730 --> 00:06:11,630 After that how product catalogs sales and this automatically creates products from your product catalog. 72 00:06:11,680 --> 00:06:18,880 This is ideal if you have a big e-commerce store and you want to generate a lot of ads very very quickly. 73 00:06:18,880 --> 00:06:25,120 Finally there is store visits and this is an ideal objective for you if you want to really promote your 74 00:06:25,120 --> 00:06:29,300 location to people who are nearby and get them to come in. 75 00:06:29,650 --> 00:06:35,350 So as you can see there are a lot of different campaign types that suit a lot of different marketing 76 00:06:35,410 --> 00:06:36,520 objectives. 77 00:06:36,760 --> 00:06:41,830 If you're struggling in any way to understand what those ads are going look like in real life there 78 00:06:41,830 --> 00:06:48,550 is one great resource and it's called the Facebook Ads guide or put a link to this in the resources 79 00:06:48,550 --> 00:06:50,100 section of his lecture. 80 00:06:50,210 --> 00:06:55,360 But for example if you were considering brand awareness or just even wanted to understand what that 81 00:06:55,390 --> 00:06:56,430 looked like. 82 00:06:56,440 --> 00:07:02,380 You can click in here brand awareness to see it is a photo you can see the type of art that it is. 83 00:07:02,380 --> 00:07:04,370 You cannot click through on this. 84 00:07:04,390 --> 00:07:09,380 Really the purpose is just to raise brand awareness in terms of clicks to Web sites. 85 00:07:09,460 --> 00:07:15,790 Let's open this up here and you can see that there is a Facebook links which is the image plus a link 86 00:07:15,880 --> 00:07:20,740 that can be click through and that is how the ad is going to look like. 87 00:07:20,750 --> 00:07:27,160 You can see on desktop or mobile you can even see if you want to create a Clix Web site with a different 88 00:07:27,400 --> 00:07:29,290 format hire that would look like. 89 00:07:29,500 --> 00:07:34,780 So I think it can be helpful to understand that from the start before you start coming into the tool 90 00:07:34,780 --> 00:07:36,540 to set that up for yourself. 91 00:07:36,760 --> 00:07:42,790 I'm going to go ahead and select the marketing objective of getting traffic to a destination really 92 00:07:42,820 --> 00:07:48,130 on Facebook and I'm just going to leave the campaign name as traffic for the moment. 93 00:07:48,140 --> 00:07:50,620 And so I continue. 94 00:07:50,620 --> 00:07:54,550 So now go ahead and select the objective for your campaign. 95 00:07:54,550 --> 00:07:57,160 Following the exact same steps that we have just covered.