 Hey, how's it going? I want to film this video for you so that by the end of this entire video, right? You will be a complete expert in Facebook advertising. You will know everything that you need to ever know all the tools and all the Strategies that you need to in place from testing to scaling so that you're profitable, right? This is really much about e-commerce and if you're running for example Shopify Magento Woo commerce, right? So by the end of this video, I want you to be able to be very very proficient at Facebook advertising I'm gonna go in-depth with you about every single thing that you need to know about the platform first so that You know exactly the tools that you have at your disposal. Okay, so let me just start off. All right okay, so This this like strategy alone purely has helped us do two hundred thousand dollars per month for one of our clients So you can see here, right? Okay. I didn't screenshot the entire thing, but You can see here, right? Just this month alone. This this month is not finished But we do around 200k purely on this store, right? Okay. So let me just go right in to the tools. All right, okay So Okay, so this is what I'm going to teach you today I'm going to teach you how to do interest targeting the campaign ads at level And at level how to actually launch the at the testing phase the break even row as scaling how to scale your ad spend How to do vertical scaling so increase the budget or horizontal scaling so you are able to Maximize the performance look like audiences retargeting as well as this is like technical campaign budget optimization as well as Adset budget optimization. All right, so different different things that lead I'll need to teach you as well Okay, so how to actually launch the ad? Let me just go in and every single time I have a small Thing that I need to teach you I'm gonna go into the ads manager as well So that there's a demo for you to see and you can follow along. Okay, so how do you actually launch and add? Okay, so for example, I'm an ads manager right now on the left-hand side here You can see there's a green button. It's called create. Just press create. Okay, and it will bring you into Advertising into the manager right here Okay, so from here, this is the top down. This is when you want to either create a new campaign here Or you're using an existing campaign. Okay, you definitely don't want to do switch to quick quick creation because you 100% control of your campaign So first if you're already using existing campaign, you can press this but I'm gonna create a new campaign right now Okay, generally for e-commerce. We want to just run conversion campaigns. We don't care about anything else So you just press conversion right here. Okay, afterwards you just need to name your campaign as well as give it The budget for the campaign, okay As well as choose campaign budget optimization or not. Okay in this place I'm gonna talk about that in the future like later on this video as well But I'm gonna first turn it off first. Okay, I'm just gonna name it conversion test. Okay, and I'm just gonna press continue Okay, so what they will do is we have done setting up the campaign level now We're going to the ads at level that's at level is where you are doing your interest targeting and everything Okay, so at the top here, you just create or change the name of the ad set Okay, the destination is what is the objective that you want in this case for e-commerce We want them to go to our website. So we press website. Okay for this pixel here. This is my agency account I don't have the option of purchase, but normally you were able to press choose an event, right? And then you can go and select purchase. Okay, so in this case My one doesn't have purchase and it's red in color But if you're running e-commerce store and you have already some purchases coming in this will be green in color. Okay Okay, yeah, you don't really have to bother so much. Okay dynamic creators and offer don't have to bother so much Okay, audience. This is where you choose your audience and your interest targeting Okay, I'm going to show you that later on as well But basically this is where you are choosing how to target the audience right here. Okay here on the right-hand side Right, you can see edit right you can choose the location of where you want to advertise the age the gender as well as detailed targeting so detailed targeting expansion is basically Basically the interest targeting and I'll put a go more into that afterwards as well. Okay show more options This languages connections not very important. Okay placements placements is basically where does Facebook put your your ad? So if you want your Instagram, for example, if you want it on your Instagram story only, right? These are the placements so you can go into manual placement right here and then you can choose your devices So these are the platforms you can choose for example, I don't want Instagram I just completely bugged it out, right? Or if I want Instagram Hey guys, a lot of people have been asking me recently is Facebook advertising dead How are we going to survive the Facebook iOS 14 and stuff like that and how we still able to you know Grow our companies and stuff so you can see for example like this business, right? It's just like on an upward curve and just because we're consistent throughout right We're growing revenues month over month and seeing healthy growth despite Facebook, you know being an issue and stuff like that Okay, so if you have one more information about that and want to enroll into the expert mastery course Feel free to click the link below and check it out for yourself, right? I see where there's a good fit for you and see whether we can help you or not Okay. Yeah, that's pretty much it. You can click the link below if you're interested. Yeah, I'll see you then you'll come back Okay, then you can actually choose exactly which place that you want to advertise in as well Usually we will just let it run on automatic placements. It's recommended, right? You don't want to really control metal placements even though some people may say that the reason why is because Facebook is already very very smart At the moment, so you just let the machine optimize for itself Okay, and then afterwards a budget and schedule so budget and schedule daily budget as well as lifetime budget So lifetime budget is you are giving Facebook a date where you can put in the budget And then it will spend it based on how it thinks it should be How how it thinks the budget should be spent daily budget is every day obviously and basically yep It's just for some $100 very $50 per day. Okay. Yep Okay on the right hand side here, right? You can see the audience size and the potential reach So this is the potential the the size basically the size of the audience that you are choosing Okay, it's not the amount of people you're gonna reaches the size of the thing So for example, I click this off right and then I for example, I want to choose dogs for example dogs Okay, I'm pressing dogs here. Okay, as you can see right the audience size changes as well So there are a hundred million people on Facebook in the United States 18 to 65 who are potentially interested in dogs And that's my potential reach of the audience that is not the audience that I'm paying for Okay, so at this budget right here $50 per day. This is the expected daily reach So this is the expected 2.5 to 7.1 K and this is the expected conversions 8 to 24 Okay, so these are definitely very right off because Facebook is wrong most of the time So you don't have to worry about this It's just giving you an estimate of how big the audience sizes. Okay, and then afterwards you press continue Okay, after you choose everything on the ads at level and on the ad level This is where you actually put in your photo your creative your copyrighting So at the top right here, you see ad name. This is the name of the ad so that you can label it Okay, and then okay, you can see here like the Facebook page is the Facebook page You're gonna use them when they advertise. Okay, the Instagram account as well So when people scroll through their phone, right? They see this exact account and this is the one that you're using Okay on the left hand side here, this is create ad if you want to use the existing post that is already Being live and pushed out published already, right? You press existing post right in this case. I'm gonna use create ad okay Use mock-up. I rarely use it at all. Okay, so You I won't even bother with this. Okay create ad Dynamic formats and creative when using a catalog deliver the format text and me are likely to resonate with viewing your ad. Okay, so dynamic Formats and creatives. I don't use it very often just because I like a lot more control in what are creative gonna put out Okay, but that's an option for you as well. Carousel is basically the scrolling the scrolling thing So you there are a few pictures right on the on the platform and then once you scroll through the gallery The person can see the multiple images right just like this. This is what a carousel is single image or video quite self-explanatory Collection is the same thing. So right? So it's a one big image and then a gallery at the bottom with scrolling Okay, so let me just choose single image or video right here to really Make things simple right now. Okay, so you can add your media here Create the video or can create a slideshow. Okay, so you can actually create Custom videos within Facebook nowadays So you can upload the photos and images first and then you can create custom videos for that Right, you can just add an image at a video right here. Okay, the primary text is basically the main copyrighting So the main the main text Hopefully this comes up right here But basically it's the main copy the first thing that people see on Facebook right on Instagram It's it's image first right then below you can see this in primary text So it's a it's very different for different platforms as well. It's more important for Facebook, right? headline is the the thing The thing that's beside Basically beside the call to action button right description is optional as well And then destination website or Facebook event you just choose website Okay, and this is very important like website URL website URL is exactly where the person when they click on the ad, right? Where does that website go to right? So this is very very important because it needs to be consistent and it needs to go to your landing page or your e-commerce store Right here. Okay a display link. I don't even touch anymore call to action, right? You just literally select anything, but if you're running like e-commerce you want them to buy now. So the book now Play game shop now, so you probably choose shop now for e-commerce, right? Okay edit stories background colors. So if you know on Instagram stories, right? There's actually a background color and you actually can customize this as well Languages if you want different languages different countries, right? And this is very important Okay, so once you set up your Facebook pixel and stuff, right? You need to choose the actual pixel. So in this case my pixels are already here. So that's why it's firing green, right? So you need to ensure that this is selected. Okay, let me go back to the slides This is how you basically launch the ad once you're done, right? You should just press confirm and you just launch so It's not very very difficult at first. I'm gonna go into Other things as well. Okay, so how do you do interest targeting? Okay, so just now I was talking about interest targeting on the ads at level and interest targeting is basically Very very simple people try to complicate things But don't don't complicate things actually less is more the more simplicity you have your interest targeting, right? The better it is because you're not confusing your Facebook the Facebook pixel. Okay, so how I normally do it I use very broad audiences. So anything that's more than one million dollar one million in size the reach, right? The bigger the better what I mean is anything more than one million as well I'm very very happy to use it. The reason why is because when you scale your budget in the future, right? Your the budget is only going to spend up to that reach So if you only have like for example, 400,000 people in your ad set at that's that level, right? You can reach 400,000 400,000 people, right? And they're gonna keep seeing the same ad over and over again So it's gonna be less effective. What you want to do is actually increase the audience size so that there are more people You can reach in the future. Okay, so right so the bigger the better. Okay. I also put it as generic Okay, so I'm gonna show you later as well and one audience per ad set. Okay used very obvious very obvious Interest, okay, and don't do flex targeting. So I'm gonna talk about there right now. So as I was saying just now, right? This is the detail targeting section in the ad on the ad set right at set level the second one Okay, going to the detail targeting and for example dogs, right? You can see dogs 100 million people, right? That's that fulfills my condition of okay. It's very broad It is a generic right? It's generic One audience per ad set, right? So if it was two audiences per ad set, right? I would do like Dogs and pets Okay, so that's two audiences per ad sets. What you want to normally do is just do one audience per ad set And the reason why is because you want to isolate exactly what is working what is not if it's not working that obviously I don't know whether it's dogs or pets that that is good or that is bad, right? So I want to just use one Interest per ad set at one time so that I don't confuse myself in the future when I make decisions Okay, obvious ones. What I mean by obvious ones is that okay? If I'm if I'm advertising a dog collar, for example, I'm just going to use dogs like that. That's literally all you It's not really difficult, right? So you just choose dogs here, right? And then this is one ad set on another ad set You want to do okay come in here press suggestions and okay? Let's see dog training dog food right dog training very obvious It's gonna be very relevant to dogs and dog owners. Hey dog training. Okay. Okay. It's a 24 million reach So it's more than 1 million is very broad, right? So this is acceptable another another one dog grooming, right? People who are interested in dog grooming Definitely are dog owners. All right. Otherwise, you won't be interested in dog grooming Okay, and then cancel dog training as well and dog grooming. Let's see. What's the audience set that the audience size 11 million Right, so that there are tons of people who like dog grooming as well, right? So these are the types of interest targeting that you do. Okay. Don't do flex targeting What is flex targeting flex targeting is when you go layers in your targeting So for example dog grooming if I narrow the audience here and then I type in pets Okay, this is called a flex I'm not sure why where this thing came from but flex is basically you're you're putting layers into your interest interest targeting Right, so you're doing multiple things what I don't like about this situation is the same thing It's do it if the if the interest is working or it's not working, right? I don't know whether it's dog grooming that is the good one or is it pets Do you get what I mean? So by being able to isolate the variables in the first place, right? You know exactly what is working or what is not, okay? So that is why I like to do very broad audiences very big audiences such as More than one million so that if you scale their budget, right? There's a lot of people that you can target in at the same time, right? The audience won't get fatigued. Okay? Okay, so that's that's the demo for interest targeting Okay, let me talk about what's in a campaign at set and at level just one more time just to summarize for you So I brought you through the process as well and show you the different Objectives and things right on the campaign level. You're just adjusting the budget and the campaign objective So I chose the purchase objective just now, right? You can choose a traffic link clicks Engagement right you if you want engagement sort of thing, right? But since we're running e-commerce, right? You always want to choose purchase only purchase objective Okay on the at set level you're choosing your placements and your targeting So your placements is where is it being placed? Is it on Instagram? Is it on Facebook? Right is our messenger and in the targeting is on the at set level as well. Okay on the ad level It's your creatives. So you upload your photos your videos your copywriting and that's the at set the ad level as well Okay, and I show you the demo just now as well. Okay in the testing phase Okay, what is the testing phase the testing phase is just the first time you're launching new ads or the first time You're launching ads and the reason why you need to test things out is because You don't decide who what is profitable? You don't decide what is determined a good and profitable creative the market will always decide whether your ad is good or not Right. So the reason why we test right is because we put out hypothesis We put out different types of creatives into the market And so that after a while you get back some data and then we can make decisions on Whether to kill some campaigns or whether to optimize and scale those campaigns as well Okay, so this is what I generally do even for beginners, right? Or even what I do right now I literally just use three interests. So three interest on the at set level Okay, have three creatives three different creatives per interest. It's right. So for dogs treated three creatives Okay, I run it for three days Run it for $50 to $100. Okay, and do not look at the do not change Anything on the campaign after you have launched a campaign. This is very important because if you change something on the campaign, right? You don't know whether the data is is a Is credible or not is reliable or not You need to let it run for a few days so that you can basically make good decisions, right? The data needs to be statistically significant enough for you to do anything with it All right, so you better have some budget put towards it First before you make any decisions to scale or you kill those campaigns. Does it make sense? Yeah, okay Yeah, so that's basically the testing phase. Okay, so after three days treat it like treat it like the stock market, right? The more you look at the numbers, right? It doesn't mean the stock is going to go up any further It's the same thing for Facebook ads, right? So just let Facebook do its thing. Let it optimize in the meantime Okay, so after the three days, okay, let me show you the diagram for testing phase Right. So for example on the campaign level with campaign one with Doc's pets golden retriever, for example, right? And then as I said before three interest three creatives So one two three for example three interest and then three creatives. So one two three. Okay, that's how it looks like Okay, break even worse. What is break even worse? Break even worse is the row as you need to hit to stay profitable What does rest and for it means return on ad spend? Okay, I'm going to show it to you afterwards as well So for example, you're selling a hundred dollar product and then the price of the product is $30, right? So there's a $70 margin that you can play with right? So you can spend up to $70 Otherwise you're losing money, right? Make sense. You're producing the product for $30 and $70 is your profit margin Okay, your break even Royce is calculated by this a selling price over the profit margin In this case, this break even Royce is 1.42, right? If you're too lazy to actually figure it out Then I also have this a goal sheet for you. It's a Royce calculator You actually can get it if you join our group here facebook.com slash groups slash OXG media and on the basically in the notes section in the unit section You can get all of these materials as well So if you're interested, you can click the link in the description below to check it out as well And you can basically plug it in, right? So for example, $130 product, for example For example, your product price is $50, right? So what's your break even Royce? As you can see here, right? On the yellow highlighted one, your break even Royce is 1.63 So that's basically the amount, the Royce you need to hit So that at least you are not losing money at all So this is very, very important to understand your break even Royce as well And that's the calculator demo Okay, for the break even Royce, right? Oh sorry, for the Royce, where do you find Royce? Okay, so for example, I'm in my ads manager right now On the right hand side here, go to columns Okay, below here, the third selection from the bottom, press customize columns Okay, sorry, it's a bit slow Okay, so this bar will come up Okay, on the top side, sorry, at the top right, there is a search bar Okay, what you do is return on ad spend Can you see here? Purchase ROAS, return on ad spend Just press total, click yes And then if you want to save as preset so that in the future you can have this as well You can save as preset and afterwards you press apply In this case, I already have my columns set up in place So this is my custom column right here It's called e-com And you can see here, right? On the right hand side, load Okay, so can you see here, all of my Royce is being loaded up here already So you can see purchase Royce, you can see right here my purchase Royce Right, so for example, in this case right, if the purchase Royce was 1.42 You can see here, anything that's below 1.42 right, it's not profitable But in this case, everything is above 1.42, so it's definitely profitable Okay, that makes sense, it's very easy, don't worry about it Okay, anyway, let's continue Okay, calculator, okay, scaling phase So at the end of the day right, what are you going to do after those three days So after the three day testing period, you go into the scaling phase The scaling phase is where you take the data from the testing phase And then you make a decision on what to do next So at the end of the three days, you take the creative with the highest Royce You take the creative with the highest Royce And you better make sure it's more than that 1.42 Make sure it's more than that break even point And you duplicate that into a different campaign Okay, so to duplicate a campaign, all you do here, literally For example here right, you can see on the campaign level I click, I click this I select the campaign, it's selected with a tick I press duplicate This duplicate comes up and loading duplication So you want to create a new campaign and then you just press duplicate And there you go, very very simple stuff Nothing very hard So that's how you duplicate another campaign So after you have duplicated that campaign Then you go into vertical scale So vertical scale is to increase the budget So previously I said that you want to run $50 to $100 per day So now you take your ad with the highest Royce So then you vertical scale So you increase the budget on the new campaign So you know for a fact because that campaign Sorry, that ad is doing the best It deserves higher budget so you can make it more profitable The rest of the two other creatives that are not so profitable If they're still profitable, then perhaps you want to try running as well But if they're not, then stop running it And this is what it looks like Horizontal scale is basically putting many different adsets Many different adsets into a single campaign So that one campaign has one entry basically So the reason why you go into horizontal scale When you have found something that is working on the testing phase Is so that there's a breadth of audience There's a larger audience that you can play around with And you won't get ad fatigue Ad fatigue is basically if you run and add many many times to the same audience The person gets very very used to it And it's not as effective in getting someone to click on your ad Because it's not as engaging, they've seen it multiple times already And basically your ad performance goes down Your profits go down at the same time Horizontal scaling, it's not very difficult But I'll just show you nonetheless It's the same thing So for example on the adset level You are just duplicating the same campaign And changing the interest So for example here I select two of them And then I press duplicate My computer is slow I'm so sorry So I do the same thing as the campaign duplication You just choose the adset level And then you duplicate it into the same campaign After you have duplicated it Then you go ahead and change the interest So how do you change the interest? It's the same thing as before So you press edit You see here on this pen item thing Icon You press edit And then you scroll down It's slow Very very slow Then it's finally loaded Then afterwards you go ahead and change your interest once again So previously On the duplicated adset You were running dogs Then now you want to put in dog whisperer Then you change it to dog whisperer That's basically it Hopefully that's the demo Let me talk about what is custom and lookalike audiences These are probably the most powerful tools that you have in your arsenal In terms of Facebook ads This is the reason why Facebook has so much data And why it's so powerful Custom lookalike audience is basically For example I'm Jonathan right I like basketball I like marketing for example So a custom audience will put 100 Jonathan's into one bucket Into one custom audience The lookalike audience will take that 100 Jonathan's And find for example In the Singapore market In the United States Millions of other similar looking Jonathan's And that's a lookalike audience That's all So this million Jonathan's Like marketing and basketball at the same time So that's a lookalike audience Basically It's basically creating a population mirror Of a singular population size Something like that Doesn't make sense Hopefully that makes sense So what you want to do here is Create a custom audience of all of your purchases So people who have bought from your store before From your e-commerce store Then you want to create a custom audience Because you know for a fact Those 500 to 1000 people They are very, very qualified They are your ideal customer persona And you know that people who have the same characteristics Like basketball and like marketing For example Are going to have tendency to buy your pet product At the same time So you definitely want to have a larger sample size So I really recommend anything more If you have more than 500 purchases Or if you have more than 1000 purchases Then you definitely want to go into Lookalike audiences And afterwards you create a lookalike from there as well I'm going to show you a demo right now So that you know what the heck I'm talking about And you won't be so lost So let me just exit this out Sorry So to actually get to the custom audience Lookalike menu You can press on the top left hand side Here Okay Press this arrow expand menu Okay If I'm not wrong it's in audiences Going to advertise And audiences So you can see here Create custom audiences Lookalike audiences, blah, blah, blah Yes So you just press this And you come into this menu right here Okay This menu You can see on the left hand side There's a big blue button Create audience Create your custom audience first So here And then you have many, many different options So you can create custom audiences Out of people who have watched For example, 50% of your video People who have visited your Instagram profile And visited your Facebook page as well Or even if you upload an email list You create a lookalike audience From your email list as well So it's incredibly powerful So I'm just going to create a lookalike audience Based on my purchase here To give you an example So you can see here Once you selected your pixel on the top right here You can press For example Not all website visitors Okay I scroll down For example, purchase So do you see here, purchase If I go here I see the maximum time is 180 days So I'm just going to put I'm going to create a custom audience Out of the people who have purchased In the past 180 days All right And then I will just put Sample For example You can name it Anything you want honestly And I'll just put purchase And then 180 days Okay And then I'll create the audience Okay This is going to take a bit of time So probably around half an hour For Facebook to actually Collect all of the data for you And that's why you see here This column this size It says populating You're going to let it populate for a while So that you know that the data is coming in All right Okay, yes So afterwards After you have populated this thing Press the custom audience You have created in the past Press the left-hand side Blue icon again And press lookalike audience So in this You will press and select Your basically What you have created in the past Okay And then so for example here Let me just choose anything random Okay Okay And then choose the audience Location that you want For the lookalike audience So for example you're running to the To the U.S. Just select U.S. Okay And then select your audience size So what this is basically Is how qualified your audience is Compared to your first sample size So this thousand Jonathan sample list right How much How big do you want the audience to be So if it was a 10% lookalike It's going to be a very very broad data That's going to be a bunch of Jonathan's And it's going to not look A lot like Jonathan So the smaller you get The more it looks like Jonathan Makes sense It looks like more of your Initial sample size The wider you go The less relevant the thing is Okay then afterwards You can just press Create an audience afterwards And then you can create an audience And then it will populate as well It will take a bunch of time as well And then afterwards You can go and target these people At the ad set level again Once you're creating your ad So it's all related Let me talk about retargeting as well Retargeting is basically If a person has done an action According to your brand For example they have visited your website in the past They have clicked on the link They have watched your YouTube video Your video on Facebook for example You can get in front of them In the future as well So it's an additional customer touch point The reason why you do retargeting Is because it's much more profitable The guy already likes knowing and trusts you So all you're doing is just Cultivating their relationship And say hey would you like to buy Would you like to buy Okay so These are several factors you can retarget But basically I've showed you just now already The retargeting audience right Is everything in custom audience right here So you can retarget based on an email list So you can upload your email list To Facebook and then they will match it for you Or they have watched a few of your videos Or visited your Instagram page So let me just show you right here For example video engagement custom audience Okay so you press browse And then you can press For example people who have watched 75% Of your video right So for example you had an hour long video And obviously if the guy has watched Like 75% of that video You know he's extremely qualified He's a very Very qualified potential customer So you can press confirm And then select how much the look back So people who have watched 365 days back Right And then you can just select Label your name And then you can create your audience right here Okay so that is retargeting Okay that's the demo Okay the last thing that I like to say Because I'm losing my voice Is campaign budget optimization And asset budget optimization Let me show you the visualization of what it is And don't have to worry about the tactics And the strategy Because ultimately even if you use either or It doesn't matter What matters is your creative What is the photo, the video That you're actually putting out in there Okay so campaign budget optimization You've seen this You have just seen this just now as well So when you When we went to create Here right Okay give you a sec Alright so If you remember just now When we created a new campaign right For example we choose conversions Okay we choose conversions And as you can see if you remember There's something called campaign budget optimization That is basically the campaign objective That you're choosing Okay so you can turn it on You can turn it off When it's on off right It's basically AdSat budget optimization Which is right here I'm gonna explain it later And if it's on You're choosing CBO Okay so it's The option is right here At the campaign level When you're creating an ad At the CBO stage You're basically diversifying You're basically putting your budget Through multiple adsets So as you can see here right If you spend a hundred dollars per day Right what a CBO does is Spread that budget Throughout those adsets So three adsets right here Each of them will get 33 dollars Okay if you are AdSat budget optimization The budget is being spread At the ad set level So each creative Right you can see here on the ad level Is being spread out here evenly Okay so you might be asking Why would I use CBO Why would I use ABO Facebook announced quite recently Everything's gonna move to CBO In the future But basically I would think AdSat We use AdSat for testing AdSat budget optimization Why you use it is because You want to isolate And see which creative Is the actual performing creative So that you can quickly isolate Which one is the best And then you can kill the rest Right so it's more profitable Whereas campaign budget optimization You're letting Facebook Basically optimize Which AdSat is the best performing on Right and then Let the Facebook machine Learning algorithm Try to actually decipher Which one is the most profitable one Right so generally This is what I suggest When you're on the testing phase AdSat budget optimization And then when you're on a scaling phase You can actually use CBO Because you already know The creatives are actually All performing very very well You're very tested in the past So all you're doing Is just increase the budget And vertical scale Horizontal scale At this point in time Okay does it make sense Yup so don't think too much About the strategy Think about the creative and stuff Okay I've come to the end of the video I hope you Android You Android so far Please do subscribe to my channel If you wanted to see more stuff And if you