 What is up everybody welcome back to the channel you guys in today's video I'm going to simply go over what I truly believe is the most important aspect the most important step when it comes to Facebook ads and and really trying to accomplish your goal really trying to accomplish your end ROI, whatever that end goal may be. This is where I truly believe it starts. I've spoken to thousands and thousands of small business owners. Since 2017 alone. And if you guys are new to my channel my name is David I've been out here in San Diego and I've been building a social media agency since 2017. If you can imagine, all I do all day is speak to small business owners and give them advice and consult them on social media marketing and Facebook advertising. So I've spoken to a lot I've closed hundreds and hundreds of clients. I have YouTube videos on on all that documenting all that and that's this whole channel my whole channel is just simply documenting what I'm currently doing whether I'm building a business online for myself and running Facebook ads and landing pages and putting together email automations, or I'm doing that for other clients and simply consulting. That's what this channel is all about so if you're into that type of stuff online marketing. Reach now to clients and find out how you can get better at that and closing cells, then you're in the right place so subscribe smash the bell for notifications and drop me a comment below. Let me know where you guys are coming from and let me know how I can bring value to what you got going on. But after speaking at thousands and thousands of business owners at this point. I really narrow it down the common denominator is, I truly believe 99% miss this first and most important step and that's the ad objective. What is the objective. Now, I truly believe that we all have the same type of goal like we all are either shooting for an online appointment. We're all shooting for a lead or we're all trying to make some type of online cell. So, many, many times over and over and over all ask a client what is your end goal what is the objective what are you trying to do and normally it's one of those three capture lead, get someone to schedule an appointment or make an online cell. And then I go into their ad account I analyze and review their their their setup, and it's always this it's always this it's not really the back end part or or or the ad or the image or what they wrote in the ad. It's never that it's always this first step, choosing your ad objective so in today's video I'm going to simply go over each one and kind of just explain the importance of it and where you should really be putting your money. When it comes to choosing the correct objective based on your goal. Okay, so this is the first step right you come into the ad manager you smash that green button, and then this is these are different options now. Just because you're putting out a video video views may not be the consideration video views may not be the objective right so if your goal is to is to is to make a cell. And it's a video right, but you come over here and you choose video views because logically you're thinking let me get thousands of people to view this video, and if I can get thousands of people to view the video. People will buy. That's not what Facebook is going to deliver right that's not the type of person Facebook is going to find for you. They're going to find people who are literally looking to watch your video video views. So right here when I'm talking to my clients I'm like man, this cannot be any more specific than what is laid out right here, like this. This is where it all starts, but at the same time. It's very specific whatever you tell Facebook to do here is exactly what you're going to get out of it. Okay, so let's start with. I know I went into video views but let me touch on each one let's go let's go down the line to each one, and then you guys can kind of determine what what's best for you. But again based on my experience and speaking a lot of people. It's really those three lead appointment or making a cell. So, with that being said, I'll kind of just touch on each one and then you can kind of, you know, think to yourself which one is best for you. When it comes when it when we start on the left hand side brand awareness and reach. That's exactly what that is is just putting out an ad. It's kind of like boosting a post where you go in you boost a post and you just let it be seen. Right there's really no call to action. There's really no no link to a landing page is just quote unquote boosting a post. That's kind of just that's kind of brand awareness that's reach is just getting that ad to as many people as possible. And that's all it is right just letting people know exactly that you that that that you're that you exist. It's just awareness is exactly what it is so so again, what you see they're laid out the keyword brand awareness is exactly what Facebook Facebook's going to deliver. Now, again, after speaking to thousands of people, I truly believe that budget is everything. Our budget is everything most of us, most of you guys that are watching this video you guys don't have unlimited budgets like for sure I know that for a fact. Most people watching this video right now, you do not have an unlimited marketing budget. So, brand awareness and reach. That's kind of those are kind of ads that you can run. If you have additional budget if you have additional additional resources if you have more money than most if you have a bigger budget than most. Then you could play around with brand awareness and reach, but the biggest things that you want to get out of that is you always want to make sure that you're creating a custom audience. So if we're running ads for the hell of it and that's what I call brand awareness and reach. It's kind of just running ads for the hell of it letting people know that you exist, letting people getting people aware of your brand and your ad. But again, no real call to action. Unlimited budget so I don't think most of us even run that ad because again if I'm going to put a dollar in. I better make sure I get something out and see they're going to be a lead an appointment or make a cell. I don't have extra money just to play around. Just to get you aware, just to get you aware of my business right. But if you do, then you can always play around with brand awareness reach you can use videos for that you can use images for that. And that just kind of gives your, your, your, your post or your maybe your Facebook business page or your Instagram page, more exposure. That's all it is is just I call that burning money. You don't really need that objective. Now, if you are going to be running brand awareness or reach just make sure that you're setting up custom audiences. That's the most important. If you are tying that that post to a to an actual page. If you're tying it to an actual landing page or your Shopify store or whatever, and you're going with brand awareness or reach, then you always want to make sure that you're creating a custom audience around that video, or maybe you're creating a custom audience around that page. So if I'm clicking on your ad you're running brand awareness and reach I'm clicking on your ad I'm going to your page. There better be a custom audience around that page around that link right so if you're if I'm clicking going to your landing page. Custom audience, if I'm clicking on different parts of your website, custom audience, don't just have your pixel on the page, make sure each page is set up as a specific custom audience. That's so important because again if you're going to be running brand awareness or reach it's really for the data. It's really to collect the data of those who either watch your video, or those who landed on specific web pages, custom audiences. Okay, so that's your biggest. The biggest ROI that you would get from from that type of awareness objective. Okay, is the custom audiences, the data. Okay, so now in the middle consideration we got traffic engagement app installs video views lead generation messages. Traffic is simply taking people running an ad and saying hey Facebook I'm trying to get as many people to this page as possible. Okay, that's the objective the objective is to get them to click on the ad, go to your landing page, not to do anything on the landing page, just to go to your landing page. So, the only reason why you would run traffic is again for data. That's what this is all about so that's why when I consult with clients. It's not always about those top three lead appointment or making a cell. I truly believe that it's not always about those three. Now when you're on your last dollar and you're trying to run an ad you're like holy shit David, I got freaking 300 bucks left I need to run ads I need to make sure that this shit turns into some cells, and, or also I'm going to be homeless. Right. If that's the case it's like dude traffic is not what you want to be running like the objective is to not just get you to go to my webpage. The objective is to get you to opt in lead the objective is to get you to schedule an appointment. The objective is to get you to buy my shit. Right. If that's the objective traffic is not what you're going to be doing at all right traffic is just getting people to a webpage. Now what you want to do for sure again is make sure that when I click you're running a traffic ad. I click I go to your webpage, the Facebook pixel better be on that page and that page better be set up as a custom audience because that's what you're getting out of traffic ads, you're getting the data of those who are landing on your page. But I normally don't go traffic because I'm not just trying to get you to my landing page. I don't need traffic to get to the landing page I need I need I need I need I need people to click and buy my shit right that's a different objective which will get there. So, if, again, if you just have unlimited budget right then playing around with brand awareness reach and traffic is what you can do. I think the biggest takeaway out of those three for example, is the data that you'll be getting out of the custom audiences. So you can run an image ad you can run a video ad, and you can run traffic, but just make sure you're collecting the data make sure that the custom audiences are set up set up around the video or set up around the webpage that you're driving the traffic to that's going to be your best friend is the fact that you're building a custom audience and you're going to be able to use that custom audience to retarget with future ads. That's the biggest biggest thing out of those three okay brand awareness reach traffic is is the ability to retarget that audience. That's what you're really paying for engagement is simply engagement it's leaving people on Facebook. So if you're running an ad and you and all you care about is getting people to click like getting people to share it getting people to comment below. That's engagement. But again, most of us we don't have an unlimited budget. So I'm trying to get you to do one of the top three me personally I'm always looking for a lead. I'm looking for an appointment or I'm looking to make a cell. Right. That's not engagement. So if I'm just blowing my budget on running engagement ads and my one of my objectives is one of the top three. I'm going to blow my money, because that's not going to happen with an engagement ad engagement is simply leaving people on Facebook and getting them to engage with one post. Okay, so again based on your business model, whatever your business may may may may may may consist of, then you know again take my experience take what I'm showing you here, take it take it for what it's worth. When you see those posts on Facebook that have freaking 57,000 likes 1 million freaking comments and 3 billion people shared it. That's an engagement ad. It's not because that person's popular, or because that person has 15 billion people like in their business page, and everyone that likes their business page is like in that post. No hell no that's not where it's coming from it's coming from an engagement ad. They're just pouring a shitload of money into that engagement ad. And why would people even do that right. Again, you have more money to spend than most for one. And for two, the reason why they would do that is because that type of post when you see a post that has all that engagement. That attracts people they're like holy shit what the heck was. What's that let me click on that, like let me see what that is right so it does cause curiosity create it creates curiosity, and it gets that it gets that brand or your post to look legit. To look popular to look like that shit is popping, because so many people freaking engaged with it right so that for what it's worth that could be worth the money. You know you put 100 bucks at an engagement ad and get a shitload of people to share it like it comment. That could be that could be worth something, you know in the future because you can always take that post and run a different add on on in the future. So if I run an engagement ad and had a shitload of people to engage with it and now I have all this social proof likes comment shares. Then I could take that one ad and that one post in the future, and I can run a video view, or I can run a conversion, or I can run, you know, freakin lead generation like I can always turn it into something else I can use that one post with all the engagement, social proof and create a whole nother ad with it in the future. So it could be worth it at times to run an engagement just to have that type of social proof is what you're really paying for okay. App installs is what it is if you have an app you're trying to give people to download your app app installs is for sure the one the only one right that's the obvious one to go with, which I don't have an app I don't really talk to businesses that have apps. So I don't run app installs but it is what it is it's clearly right there what it is. And if you guys do have an app then boom go with that one video views, video views, in my opinion, is for one purpose, one reason. One thing only, and that's to capture the custom audience it's all about custom audiences you guys it's all about building up the data of people who have engaged in your previous shit that's what all it is. Whether they either engaged and watched your previous video that you ran as an ad, or they clicked went over to your website and you created a custom audience around all those visitors of visitors over there. Now, with video views. That's what it's all about is you're running video ads and you're simply creating audiences around those who are watching three seconds of it 1010 seconds of it 15 seconds of it 25% of your video so we have a two minute video, right. And we're going to create a custom audience around everyone who watches 25% of it. That is why you would run video views, it's simply to capture the data of those who watch it, and the ability to leverage that data by retargeting that audience with future ads, right. And you would run video views. So again if you're shooting for the top three lead appointment, making a cell, and you have a video that you're running. It's not video views. Okay, that's not what you're going to be doing you're not going to be running a video views, you're only running video views to capture the data so that's someone who may have a little bit more budget right so if you have a little bit of budget, then maybe you're running traffic to capture the data. Maybe you're running engagement to get all the engagement on that post, maybe you're running video views to capture the audience of those who watch your stuff. Because again, custom audiences are so powerful because they're people who engaged and they're people who saw you before. So if I put out a ton of video ads right and my whole and I'm running video views and my whole objective is just to get the get the data and create the audiences of those who are watching it. Then that's only going to make my retargeting and my future ads because again if I'm shooting for one of the top three lead appointment or sell, that's only going to help my future ads convert even higher because I'm retargeting those who already know me, they've already seen previous ads, right because I've been running video views, so they've already been watching my videos for the past few ads. Now I'm putting another, another ad in front of them, and now I'm going for the lead. Now I'm going for the sell. Now I'm going for the appointment and I'm only retargeting those who have watched my previous videos. So video views you guys the biggest ROI out of that is the fact that you're creating a custom audience around all those who are watching it. Okay, now you can create a custom audience around everyone who watched your entire two minute video, but that audience would be super small. So what I always do is I'll always create custom audiences around 15 second, or 25%. And if you guys again I have videos on all this stuff so maybe go to my playlist here on YouTube and go to how to run Facebook ads. You'll see a ton of ads on how our top of top ton of videos of me setting up all these different custom audiences and video ads. So you may want to may want to take a look at that playlist if you want to learn how to run a video ad. But that's what you should be doing running that video ad and creating the custom audience. That's video views okay and then lead generation are for those that are capturing leads, but that objective is for those, those of you who don't have a landing page. So if you don't have an outside a third party software, like a click funnels or a cartridge or lead pages or a kajabi or a Melchimp whatever. If you don't have a third party software that you're driving your traffic to a web page that you're driving your traffic to, and your objective is to capture leads, then lead generation is going to be your best friend because that's when you can use Facebook's lead form, and you can capture leads using their simple form. That's lead generation. Now I'm in the lead business right I'm looking to capture leads, but I have a third party software I have a third party web page, which, which is my landing pages and I use cartridge for all that. These are looking for landing pages email auto responder, an online calendar, all that stuff. There's a 14 day trial in the description profit with cartridge dot online that one software runs my entire online business I've been on that software since and it's literally everything and more that that that I need to build a successful online business profit with cartridge dot online. Try it out for 14 days. Once you activate your account you'll get an email from me inviting you to join us for a weekly group coaching I do. I do group coaching every Monday and Wednesday at 4pm Eastern, which I simply break down that software and teach you how to use it it's live q&a. So you can jump on and I can answer your questions and help you get off to a fast start with that software profit with cartridge dot online link is in the description. But again if you don't have anything like that then lead generation is what you'll is what you'll have to do have to use. If you're looking to capture leads okay and then messages is exactly what it is you run a Facebook ad, they click on learn more they click on the ad and then right away Facebook messenger pops up. So to do that, what you're going to want to do is you're going to want to set up your many chat because you're going to want to automate that. So what I would highly recommend is going to many chat and making sure that your account is all set up over there with many chat this is many chat right here. This is the Facebook messenger automated messenger app. And I'm pretty sure Facebook owns many chat if I'm not mistaken I could be wrong but I'm. I'm pretty sure Facebook owns many chat, but but I could be wrong I could be wrong, but this is what you want to set up for sure because this integrates with your Facebook messenger. If you are running Facebook message ads, then it's automated right what I would do if I use I would set up a handful of automated messages, right that that that relate to what the ad pertains to, or whatever your message maybe automate that right automate, and you can do all that through many chat so many chat is an entire automated chat bot that you integrate with Facebook, and you want to do that before you run message ads. So, there's many different things you can do with that like I could I could run a message ad using many chat, and my objective was to capture lead. Okay, boom, I just captured it. My objective is to get them to schedule an appointment. Okay, in the many chat automated message I'll provide a link to my calendar. And that's the objective is to get people to schedule an appointment, or or even make a cell right I use messages I use many chat. I have a handful of automated messages and in these messages. There's a link to my Shopify store where people can buy my shit, right so you can get creative with it if you want. And that's what I would do I would automate the entire thing thing using using many chat. And then and then once you captured leads in many chat that's where they end up being housed, they end up being housed inside of many chat that becomes your little CRM. You can automate messages to communicate and nurture that list all through many chat. And there's a free version of many chat and then I think there's obviously a yeah there's pricing there's a paid version of many chat right so look into that many chat com. If messages is what you're shooting for okay now over to the right one. And I'll end it over here, conversions, this right here is going to be your best bet. If you're looking to capture lead schedule an appointment or make a cell. It's conversions okay so knowing these objectives is going to save you an arm and a leg when you start running ads, and you start noticing that your goal is not being accomplished it's all because of here. So you have to know the right objective you have to start off. This is what I call step one you have to know know know know these different objectives and which one applies to your business. So again if you're like most of us lead appointment sell its conversions. Now, before you run conversions, you want to make sure you set up a custom conversion. If you stayed at the end of this video and I'll link the video below as well. But if you stay to the end you'll see my conversions video pop up how to set up a custom conversion you want to make sure you do that first set up a custom conversion and then that would give you the ability to run conversion ads. So that's your best bet a conversion ad is what's going to help you, you know, accomplish your goal catalog cells is for those of you that have a Shopify, or a or a WooCommerce or some type of online store. That's catalog cells right here use your target audience to show people ads with items from your catalog and then store traffic right here show your ad to people most likely to visit your physical stores when you're near them. So if you have a physical brick and motor store or restaurant or any type of shop right you can run store traffic and get people to your door which is absolutely crazy right so what I do 99% of the time is conversions and video views. That's what I do. Okay, so you can run traffic, you can run traffic but it's really it's really conversions and video views. Now, the one thing that you want to do first is you want to, and I call this when I'm speaking to clients from all across the spectrum. I always advise them where the very very first ad you should run is engagement and so one time ad page likes. So if you look at your Facebook business page, how many likes do you have on that business page right how many likes do you have over there. That right there is is is simple credibility it's simple social proof if I land on your business page and see 110 110 likes versus landing on your business page for the for the first time and seen 10,000. There's a difference in perception, there's a difference in credibility, there's a completely different first impression when that person lands there you sure you're showing them 100 likes with what and that page looks like shit there's no links there's no freakin dot com let me show you. If you come to my business page right. Let's say you're just like okay trying to find out who the hell this guy David is. And then you come over here to my page let me go to the visitor to the visit, or to the visitor view or whatever the hell you call it. Right here that this is the admin view. Okay, you land here as a visitor for the first time, you see 10,000, you scroll down, you see my website, you see my email, you see my social media icons. It's legit everything is optimized everything is matching one name for all update your shit like this I've seen 10s and 10s of thousands of business pages and they all look like crap. No links are listed. And if they are, they're all freaking different. And then I come here and I see freaking 210 likes. It's like dude, and you and you've been in business for the past 17 years. You've got 200 likes. It's like dude, the very first ad needs to be engagement page likes and simply run that ad put a few bucks if you need help with that ad reach out to me comment below and say David help me run the like at that one ad you should only put a few bucks towards it to get a shitload of likes and likes are not where leads come from okay Facebook only shows that post whenever you post on your business page. Facebook only shows it to 1% of the light count leads don't come from the likes, but the credibility does when you land on the page and you see 10,000 versus landing here and seen 109. There's a difference there. You have no idea you guys have absolutely no idea how much money I've made just by showing people the light count just by showing them the damn light count right whether I'm showing it to them or they're landing here and seeing it for them for them damn cells. You have no idea how much money that made that that's made me just a stupid like number right so I truly believe in that I truly believe the like ad needs to be the very first ad before you go and play around with any of these other ads, run engagement run page likes and and and get that light count up okay so if you need help on on on setting up custom audiences or or knowing what conversions I have a free download a free cheat sheet. It's fb ads cheat sheet.com you'll see that link in the description, download that fb ads cheat sheet that's going to help you understand the different custom audiences and the different custom conversions that you should be setting up based on your business okay so that's kind of what I had for you guys today that right there is where I see many many people fall and drop the ball and and and really never see an ROI is because they're not choosing the right objective based on their goal. Okay, so hopefully that helped you guys again if you're new to the channel my name is David I'm out here in San Diego building a social media agency and a digital publishing company so if you're into making money online. If you're into social media marketing Facebook advertising landing pages and all that shit. Subscribe, smash the bell for notifications and drop me a comment below. Let me know what you guys are working on and let me know how I can bring value to what you got going on online. Are you guys so step up your game and stop wasting your money. I'll see you guys on the next video over now.