 Social media websites and SEO SEM in 2017 I want to talk about some of the tools you need for your business some of them You may need if you're starting a new business or maybe you just have a business for a while and haven't gotten into this part of it yet Where you're going? Okay, maybe I need a website. I do know there are plenty of businesses that have been around for a while It still don't have a website here in 2017. So we're gonna talk with websites first And we're gonna talk about WordPress and there are several other platforms you can build on Wix is super popular And so is Squarespace now one of the reasons I recommend WordPress is both Wix and Squarespace while they're cool They have neat templates they Advertise that you can get a website in no time at all the downside is you are locked into their platform Their fees their charges There's no way to Easily wrap up your content and export it and just put it somewhere else because it's their platform You're using versus WordPress is an open platform that if you don't like the person who's hosting your website You can package up your WordPress and move it somewhere else This is a huge advantage because when companies come and go over time or change their platform Which actually Wix has a couple times those changes made? Adversely affect you and once you're doubled down to have all of your content and website built on that platform You're locked into whatever they subject you to which is kind of aggravating and not being an open platform Means it's not portable. You can't just go on taking my data elsewhere. It's also much more difficult to export out of those Some of the other reasons to use WordPress is it currently has a fifty nine point four percent market share now normally I don't use market share as a Gauge by good because then you would think McDonald's hamburgers must make the best because they sell the most What this is important with a development platform is with this many companies using it You don't have problems finding developers So if you don't like the person who helped you with your WordPress that website or you did it yourself And you need to find some expert help No problem. There's a massive amount of WordPress people out there that help support it and lots of companies do so once again Another reason to build this on this platform another popular CMS is jumella with only six percent market share To kind of give you scale for just how big WordPress is Are there other reasons if you're doing a custom website as in a I have this new idea for a travel site I have a new idea for something that hasn't been done before You may have to do some custom coding custom writing. That's different. This is basically for websites Like most businesses would want so you as I call them billboard websites or even some sale Selling websites where presses a great platform to start with So WordPress has lots of plugins matter of fact 44,622 as of when I did this in here in January 2017. So the plugin directory is huge There's lots of extensible plugins and these add a lot of features to this many of them are free some of them are paid But they're not too expensive Lots of themes you can go and buy themes for less than $100 and for less than $100 you get a theme and this theme Helps change to look and feel of it and you can browse through lots of these companies and it makes it easy to get started WordPress We have our own customization because we rewrite them custom But if you're starting out you go, you know what I want I just get started with some type of theme here They're they have them and you can get launched with these You know, you can go this looks like how I want my company page to look and then you start filling in all the Copy to match your company, but you at least start with a template for how you want things to look Now the back end of WordPress is actually pretty clever It's very easy and you're seeing editing tools here that look much like any other Word processing editor, you know bold and quotes and things like that So once your WordPress is done and for example when we build a website for a client Then we turn over control to them to do their own posts Once you have the framework all set up editing and editing and changing some of the text in your website is actually very easy another reason And I like the WordPress platform It also helps with your SEO now. Yoast SEO is a plugin that I really like It's a free plugin, but they have a paid for some extra features But one of the things you get to control with this is Your snippet previews and what these are is when Google's indexing your website you want to be able to Control how Google sees you so those little results when someone's searching for something So this lets you control those results matter of fact It also gives you control for when people share your things in social media such as Facebook You get to control the snippet there too and which thumbnail because a lot of times you've seen when you share a website It shares the wrong thumbnail and you're like that's not representative of the article Facebook will pull it randomly if you don't tell it specifically and this is where one of the tools is great This is where WordPress integrates with your social media presence where you go, okay? I created some content I need them to land on my web page to understand my services better And this then allows them to customize that look and feel so you're sharing this and it's really Inclusive it's it's the complete cycle. So I shared it on Facebook. They landed on my website now I convert them into a customer I control what narrative they see when this gets shared and what snippets are seen when people are searching for me And how they land on my page And this is an example of it when you share my website Lawrence systems calm it pulls this graphic This is the default graphic I have chosen and if you Share a specific blog post that I made a custom thumbnail for this was the title of the blog post and I put a little meme in there So whenever they share this specific link the longer link here And it this blog post has a custom thumbnail as opposed to default thumbnail So this is really handy when you're sharing things in social media or promoting a post that they have different graphics to Drive them where you want where you want your customers to land And this is kind of an example some of the snippet support and the way wordpress support some of the indexing on here So when you type in my company, it has our landing pages all organized under here meter core team You I controlled each snippet and this is really easy to do so for each page you create a wordpress I'm using this is that Yoast SEO plugin again the free version as a matter of fact I'm using the paid version and it's allowing me to put those First couple lines that you see and control it versus having Google go I think the first sentence is what I wanted but instead of that you can actually put these little summaries in and like I said This is what's important So before you run out and have a social media campaign for your product company or idea You kind of need a place to land them for that. So that's one reason I start out with a wordpress talk Now the next place if you're a brick and mortar, especially this is so important is business.google.com now This is free this is the Google my business services and this allows people to physically find your building your address and a lot of Companies just aren't claiming this my little verified sticker. You see at the top here This is saying that it's verified that I went and claimed the site now This allows me to read the reviews reply to the reviews if someone has an issue Make sure that all of my information in here is accurate and view insights to how people are fighting me And who's looking me up? This is great things so that little thing you see when people are looking up on the phone when they type in you know A business they these insights give you that detail So you understand how people are finding you and this is just a free service from Google But you do have to have a website too as part of the verification for this So if you didn't have a website Google goes well, let's claim your page and put a website in there So these are all steps that need to be taken Here's some of the insights for like the total searches for the last 30 days So 1400 searches direct versus discovery and what that means is when people are searching in my case specifically Computer repair near me versus the director or people who know my company name But they only know the company need me not know the address but want Google to give them directions They want Google to give them the phone number so they can press call This is giving me those statistics. This is like a set of free service from Google business.google.com Where customers view your business listing on search listing on maps So search is still more popular to maps only for the last 30 days 444 people looked at on maps. Most people are just looking up my listing search. So still pretty neat Customer actions visits to my website request for directions or called me so 42 people, you know, send a Ask Google to navigate them right to my store. So the other ones they wanted Google to call So it pulled up the phone number and they took the action These are generally off the phone here, which is definitely pretty cool Other people just wanted websites. They could get the information themselves directly But this is why it's important not everybody goes to your website matter of fact, you know of 31 people on the website 29 chose to call right from the Google listing if that Google listing was incorrect And if you don't claim it Google may not have the accurate information about your business They're calling the wrong person. Now it also lets you view and reply to all the reviews This is something I find very important whether the reviews are positive or negative I asked people that you should probably think about replying and addressing it either to thank them for Reviewing or to hopefully figure out what they had a problem with and resolve it for them And you do it in a very public way here because you your responses from the owner are displayed in your review history here And it's worked out sometimes where people I've seen people who reviewed the wrong company and that's been interesting I've it's not happened to me, but it's happened to a couple other people It's also I've had to remove fake reviews He had someone a competitor turned out thought it would be funny to put bad reviews on here And he did it in his own name So I was able to show Google that he was the owner of another business through a process they have and have it removed Google also lets you let set the business hours now This is very important to search because a lot of people just go up to their phone and search something like is this place and Google will let them know they're closed on Sundays or not Google only knows that because I told them if not they guess and if you they're guessing they may not have Accurate information so this is why it's also important to get this set up So you can have your link your name your website your proper business hours You can also add special hours and holiday hours So if you're closed on Christmas day you can add I'm closed on Christmas day and Google will remember that and then when it will Let people know when they're searching it shows up right away in their Google now You're gonna it's good to have it on your website too But this is nice that you can have it here because some people as you see they just use Google They're not actually going all the way to your website to get this information Now let's talk about SEO Hi, my name is SEO and I need you to hi, I'm content marketing and I'll do that for you that night I beat it over people said all the time. Yes years ago back links and all those fun trickery that we did I could just buy back links and have other websites linked to my website and that will solve all my problems And it'll put my ranking at the very top Well, welcome to 2017 where that doesn't work anymore That is how it used to work and I'm still hearing marketers. Tell me. Oh, yeah, you just got to buy some links Years ago Google said that's game in the system and we will remove your listing for doing so So you are at risk when you game the system by trying to create backlinks and all those little trickery To boost your SEO score that just doesn't work content content content. You got to have good content That's what Google values. That's what Google shows up in the search results I'm gonna give a couple great examples of companies that are doing it hitmunk.com helps you find flights and hotels Pretty cool site I'm a big fan of their The way they do things is pretty clever and the way they drive traffic. How do we know about them? They have a travel blog their travel blog is Really nice. It has all kinds of destinations places you can travel and within those links It suggests you use hitmunk to help find those flights hotels and bookings. This is a really clever method So you are talking about and they don't have anything to do with these resorts Or then they can get you to the resort they can get you a package there So they're creating content that's interesting read They're having people put an entire blog post on this about How to you know, what is a great vacation stop top 100 vacation cities? So they have an entire Blog and content related around this is and it's not just random vs in a few photos They actually put some work into these and by doing that when you're searching for travel destinations This comes up. Oh by the way, you're already on the website. I can click this link and here's a I can book you a Flight to there. This is content marketing. This is people talking about using your product in order to capture them now, let's talk about DIY project ideas from Home Depot Why would they have an entire website with videos and everything? Well, because once you're on Home Depot's website and you have the entire project There's links to is it in stock at my local store. You wanted to complete this project once again Excellent content marketing, you know, we sell hammers. Well, how do you know you need a hammer? It was because you want to do this project. You were searching Some home improvement project or how to build this cool thing and you need you go. I don't have a hammer Oh, wait. Look, they have suggested purchase items in the side of this blog post that says here's the things I need Here's a shopping list and here's your local Close to some depot with these things in stock so you can get your project rolling once again content marketing We do this too. We talked about family tree now for example because it was in the news and it was very relevant So we made an entire list of all the privacy websites where your data is Now, what does it have to do with a company? Well, we care about people's privacy and we want to show you what links to this Tech support scammers lying to you. Now. This is us talking about technology. How it affects you It becomes a reason people come and read to us and it also then shows us how to be an authority That when people have a question about technology, we are the ones putting blog posts and things on there You know, there's a video I posted here I was on another show about video creation strategy because we do a lot of video that we integrate to our website Difference between quality and cheap laptops. Matter of fact, I talked about laptops We don't even sell and I talked about where to buy them outside of us because we are focused on the technology And on the repair side of things. So we talk about that. I talk about the issues chromebook flip down here We don't sell it. Matter of fact, I say here's links. You can go buy it So it's that content we are to become a technology export and have all of these different things And this is what helps, you know, drive traffic to our website and they're like, oh, well, I'm here Look, these guys happen to fix technology and can do things for my business So this is all part of that content marketing strategy and why things like, oh, I'm just going to put a bunch of back links So I show up higher in research results. This doesn't work anymore. Google says that game's over Now there is and this is the SEM. So search engine Marketing as in paid marketing. So we put in plumber here and right here at the top We see the paid results versus the local results now What drives the paid results is using the google ad word system So let's talk about so we got paid and local and let's take a look right directly at ad words express Now there is a really in-depth ad word system. It's fairly complex You could take an entire hour just talking about all the amazing features of it But let's talk about something that if you're launching a company and you don't have time to Hire all this out. You're going, yeah, I just want to be able to do some of this myself This is where ad word express comes in. They basically put a nice front end on their ad word system And made a simpler system for people to navigate and go through So let's start with how do you create an ad? So you want call call your business visit your storefront take action on your website This is when you start creating new ad it asks you simple questions like this and kind of guide you through I mean or what you choose they they guide you only a little bit different for each one So i'm not going to cover everyone in detail generally they're the same So you can target by region or country you can target by distance from your business And you can change this directly to the us So if you're selling a widget that you want to sell globally in the us or even around the world You can change targeting distance, you know this right here was me trying to Narrow down getting people come to my store so we can fix computers So we have a target by distance and we said okay We want people within so many miles of my store And so that's where I started this and you can just drag this slider back and forth or you can change the city Now it does know because when you register with google ad words express it already knows my address But you can change the address and move things around and if you have multiple stores You can advertise multiple businesses in here pretty easily Description of your product now it by default knows i'm a computer store from when I set up the account But you can for example it says plumber you can change what's in there now being a computer store is pretty diverse So you check the boxes related to what you do multimedia product gaming products smartphones whatever and you can add another category That way you start narrowing down The type of searches that you want to come up And let's take example a hair salon if your hair salon. What are the services there? Do you do bridal events? Do you do extensions? You can add other things in here And then you can then focus down your target audience and your potential audience size over here on the right Changes with that so this allows you to narrow down the services because maybe there's a service You don't offer so you don't want the people searching for that to have your ad displayed Simply go down to the ad creation and I just put support with a smile small business computer repair And you can you have so many characters where you can put this in so this is this lets you create the ad this lets you go through here And gives you so many words and this is showing you how it's going to Actually show the ad Next we have An actual preview what it's going to look like on google search on google maps and on google partner sites Google partner sites are companies that let's say for example aol who buy ad space from google And it shows up on their website now I don't really use this feature, but it is kind of any feature you can use is they give you Verified calls and what this is is they'll assign an 800 number to you So you can directly track the ad analytics as in what phone number did they call? So when they call it tracks all the calls directly because right now if someone calls me I don't know if they call it from an ad or from a google search This turns that on I like just having everyone just call our main number But it is another feature that's free with your google ad words express account Then you set your budget now This is kind of cool because we'll give you over on the right here estimated ad reach based on the content So they're saying you want to send $16 a day and they're going to tell you that's going to be $505 a month and it's just a slider and what the range here is your typical Competitor budget range what that means is your typical competitor is spending in this range here So if you want to be more than your competitor slide it on past here Spend more than them or spend less than them and this just gives you the ranging for that And of course the more you slide this over The higher the estimated ad reach And you can see how much it goes down So if I want to spend only $4 a day we look at an estimated ad reach of 61 100 clicks not much at all Now here is kind of a results for this. This is one that we had Currently not running, but this is the December summary of it where we got 29,000 views 430 clicks Spent a few hundred dollars on this ad and but it also is really telling to me because look at the smartphones on this 93% of people looked at my ad via smartphone. This is really where we're seeing a lot of the ads go And because everyone looks on mobile because if you need something whatever you need you grab your phone You look up real quick. I can't eat a I got a flat tire. I need that fixed. I need my hair done I need my computer fixed and this is how people search for things which is nice and they're telling you What devices so this also helps give you some of the analytics for this Social media tips for small business. So let's go go right into the social media So now we've talked about build your platform build your website on wordpress Now we've talked about how to run some of those ads and claim your business on google So now you've got all your structure in place. Now you're ready to post things on social media So population of the world is roughly 7.1 billion people and there's nearly 2.1 billion people With social media accounts. Yes, that's the majority of the population not just america We're talking about the population of humans on this planet have a social media account It just blows my mind to think that make maybe not the majority of 2.1 million of it a lot of people This is just a lot of people on there Now 88.2 of us companies will use social media networks for marketing purposes and it's estimated to reach 89 By 2017 most companies are using it now If you're part of that other percentage, you're probably some specialized company There are several of them my wife works for one that does benefits for super rich people and they don't seem to use social media So there's probably a few exceptions of people who use it But for the most part pretty much every business uses social media in some form or way from major brands to new startups Now some of these are a little bit older. I didn't have time to update all these here This is actually at 1.7 billion users now and this is up to I think 800 million users Uh for twitter, but what's important here is the purpose for each one of these platforms So we're going to talk about facebook, which is about building relationships building brand loyalty It limited reach is kind of subjective. It does have certain demographics that are missed on this We'll talk about that in another slide Uh news article and conversations public relations 140 characters less. Well, that's twitter Now twitter is kind of interesting because it's also the place where hashtags and lots of arguing with politics cosine And hashtags get trending and kind of interesting things But there is an audience there and it's a nice thing about twitter is it has such a broad reach So if you have something that fits that demographic of 18 20 year olds And i've seen people who've even kind of hijacked in with some political posts and use it to sell different things to people It's it's kind of fun. You can use some of the targeted advertising like that Pinterest is really interesting niche. You have a ages of 18 and 35 about 70 million plus users Scrapbooking there's a lot of ways you can use this for lead generation and clothing art and food business And i've seen a lot of wedding photographers Relay heavily on Pinterest because they know there's a lot of wedding shoppers on there Hauls and ideas so a lot of people can use it for great conversion for that market So if you have something artistic or artsy to sell Pinterest is really kind of a cool place for that Now youtube is really interesting with over a billion users all ages One of the number in searches is how do I do this? And this is one of the reasons we have a big youtube channel is it's getting well getting bigger and is To raise brand awareness for our industry and we create how-to videos because lots of people have We have very popular how-to videos for example on firewalls and that's led to a lot of sales for me For people paying me to configure their firewall, you know, it's amazing We see over a hundred thousand views just on a firewall video for me talking about it So for any one thing that someone may want to be searching how to if you have an expertise in it YouTube can be a great way to start driving traffic to your business Get you perceived as an expert on that topic and then allow you to You know market and sell your product especially reviewing products is very popular and then you can you know sell the products on there Lots of people and then you can also reach out to other youtubers and brand influencers Who want to showcase your product now the downside of youtube is its resource intensive video production is Becoming easier and easier, but it still takes some effort Now linkedin they're interesting. I mean 600 million users average age 30 to 49 It's really a place for business professionals The biggest thing i've seen on there is nothing really trends well on linkedin It's really niche when it comes to marketing of any of the posts They are getting better with they have a blogging system so you can write articles that keep people on linkedin, but they're not They're not getting the traction you may see on some of the other platforms What linkedin is really good for is targeting business executives and understanding where they are in the workplace So lots of head hunting and things like that Instagram 200 million users instagram is Owned by facebook and very much integrated Into the platform and he realized that was some of the other things out there Facebook want to make sure they because they had an older demographic phase buying instagram was a way to capture that Younger demographic lead generation retail art food entertainment beauty and businesses Really focuses on images because you have to have an image for a post on there Food restaurants do great with it. They actually have a lot of brand loyalty A lot of people follow and interact with their favorite brands and because of the things they post and it's very engaging to have a lot of that intense graphics on there that's the Either you'll go pros really big on there because they're sharing the little clips of different things people are Doing with extreme sports and things like that National geographic actually has a huge following on there because well They're known for a lot of their photos and and things So that's a really good platform for if you have something that is very tangible visible Google plus It's on here. It's a weird news and articles anymore It has a real heavy tech focus Not widely used. That's the best way to describe it. I don't know what google is going to do with that platform They tried it. I think google's plan was waiting for the other companies see if they'd messed up like facebook They didn't and so google's just kind of floating around with the niche audience that they have on there Now snapchat 100 million active monthly users 7 billion stories viewed per day 400 million snaps sent per day snapchats weird You have this incredibly big audience on a strange platform of sharing things that kind of disappear after a few minutes Um, I don't know that it's the easiest one. It's it's got this amazing reach and if you had something to market to 18 to 34 year olds that you could have in an ad through snapchat It's probably a great platform for you It doesn't seem to have the brand loyalty engagement. Maybe it's my misunderstanding of it But it does have like just people who follow who like to do funny things on there Um, it really has the young audience captured strongly with it because of the daily use of it It's really neat. It's really kind of novel It's hard for me to sell it to you as a Great marketing platform for your business unless you have a business that really has something that you need to put in front of there Places like taco bell do an amazing job on snapchat because people 18 and 34 love taco bell So there are brands that do good on this. Disney does well because they realized that they're targeting the kids Who go mom dad take me to disney so disney does really well with ads on there But it's still like I said, it's not an usual platform It's kind of niche the massive youtube ecosystem now youtube is a platform. It's just amazing to me So it's the second largest search engine behind google and it's also owned by google because people use this as a search engine 60 years more More content is uploaded in 60 days than three major us networks have generated in the last 60 years It's incredible a hundred hours a video are uploaded every minute a hundred hours Basically, you could never keep up with all the Content that's being uploaded to youtube the channels It's just a crazy system and it's also a very important one And this is where we find a lot of value on this and a lot of people have found They make a living off youtube because youtube doesn't add split with you So the ads that you endured to watch your favorite videos on youtube Are actually shared with the content creators in terms of the revenue split on that Now let's go to facebook. They're the one I kind of focus on because they're amazing and I'll get to this one I show you their ad system. So here's a daily active users. This is right from the facebook Release from their earnings in Last quarter. So here is q3 2016 Uh You have This is a billion because this is in million. So 1.17 billion daily that means each day 1.179 billion people Are looking at their facebook every day. That's an amazing number and this trend You know since 14 all the way to 16. This is where people are Solidly so we may say okay They have this large demographic of 41 percent of 1834 with snapchat, but this is facebook in the billions And who has the money now if you're trying to sell taco bell. Yeah, great kids great That's no problem. It's because you want to sell tacos in quantity if you have a more specific product This is going to be the more mature audience to market it to Mobile daily active users just about the same number. There's a billion people a day looking on their phones at facebook So you have a billion potentials that can look at the product you're trying to sell And they're targeting as amazing and scary and that's the part we're going to get to here in a few slides So let's talk about facebook insights So this is my facebook insights and it gives you actions on page page you page likes post engagement Video views and this is all just in the last 30 days. So you can see video is just king right now So my video views are 4932 My reach is in people who've seen my post 14,020 on this Now there's not a lot of actions on page because i'm nearly not pushing people anymore for likes That was a big deal for a long time. Everyone had to like my page Well, facebook's become a pay-to-play system. So likes suddenly don't matter if you start on a new page You don't have to have a ton of likes on it You can just go right into the targeted ad system and start targeting certain people now if you do use likes You can say okay people who like my page. I want to give them something special or different ads So there is a reason for them, but they're not the end all because before just because they liked your page They would always see your content facebook has really become a pay-to-play system So even though they like your page posting on your page without spending money on that ad Or that post pretty much means they're not likely even seen it Only a few percent of them are going to see it before facebook just buries it in news feed with all the other stuff Coming by but when you sponsor a post you boost a post you choose a targeted ad That post suddenly shows up repetitively in there and this is how facebook makes their money I mean the bottom line is it costs money to have a billion people a day looking at your website And this is how they monetize that is charging people like us businesses to advertise on their platform Now you do want to go for organic and sometimes if you have something that kind of goes viral or gets more popular This one had really strong organic reach because the thumbnail I use and people like the video I did So a lot of people started sharing it. So I actually didn't have to spend much money and you can see my organic reach was 2700 people versus my paid reach was actually lowers. I only spent a few dollars Boosting this but right away other people started sharing it and once people started 56 likes Nine comments five people shared it So you start seeing all these people started playing it and that's what made them start sharing it And I ended up with all these extra organic views With spending I think it's been like 20 dollars on that ad so pretty small amount got some engagement And because it's a high-end job we did it potentially leads some more clients And this is showing the different post types of what people view You can see video once again with 3000 views versus I post a photo. They only got 911 views and links 721 On the reach here and shared video still had some but you can see facebook's really focusing on video videos become very popular on there So when you don't just post you post with a video you get a lot more engagement a lot more reach a lot more people interested in it Now this is where it gets a little bit creepy This is where facebook tells you the age groups and people who came by and seen your ad so this tells you Using geo fencing which basically they're looking at people's phones And they're telling you who's coming by what hours of the day based on their geo on a phone That doesn't mean they're on their phone while they're driving although they may be This means that their phone is logged into facebook and sending gps data and they know where they're at They know what time they pass my store you can set these up and get all kinds of information about who's around you And you can actually target people based on their physical presence to you and this is really interesting But also this is what all that data that facebook is gathering out of your phone is doing Is creating this information for marketing people so they can go Hey, you know, even if you're a restaurant, especially and you can actually have ads start showing up because people are physically close to your restaurant It breaks down So four percent of people were uh of the ads I ran four percent of those people were within 165 feet of my business That's the level of accuracy. This gives you so what's doing is it's looking at the ads I'm running and saying when you ran those ads they were actually seen by people by four percent of the people who were within 165 feet That's interesting. That's a level of detail. We've never seen before in advertising And this is one of the reasons facebook's platform is so popular and well why the company is so valuable is your data This is what they're doing with it Good or bad It's good to be aware of it if you're into marketing or if you're trying to sell something It's actually great knowledge to know. I mean who doesn't want to know who's right by their business It also breaks down times of day So I can tell you physically when people are close to my store and you know, here's your ramp ups It peaks up right here Then it peaks up again right here when people start coming by and see there This is your hourly breakdown of nearby 165 feet like I said really kind of value of the data, especially if you're trying to market some type of walk-in business Uh demographics of the ages of people that are near my business So the majority of people around here are uh 30 percent of them were in the ages 25 34 the 35 to 44s And so on and so forth. Like I said lots of detail Now let's talk about the ad system directly I like the way their new ad system works. It starts out with the question. What's your marketing objective? Which is a great question You know, are you just trying to get local awareness reach brand awareness traffic to your website engagement app install So if you're an app developer and you have something you want installed like a game You can then advertise directly to get them to land into the store or market so they can Get your uh phone apps installed conversions product catalog sales or store visits also it can help generate lead generation So let's run through here and we're just going to grab one now Most of the back ends can be the same so I don't have to go through each one of these There's nuances that are different, but we're going to talk about the targeting options that they have in here So here's the lead generation I had to agree to the terms and it starts out with your audience as defined over here So I started the location uh taylor plus 25 miles much like I did with the ads that he had on google the ages 1865 placement I want in the facebook feed and we'll show you how you start narrowing this down And it also lets you create an ad or if you see at the top here create multiple ad sets That's an option you can do so you can uh do some ab testing create two separate ads and see how they perform They have the same goal, but you're not sure which one's going to catch people's attention Now this is something to stop and think before you start building this now This conversation was with an attorney your assumed target audience is I want to do criminal offense for college students And it's really they actually asked me about dui So I want people from 18 to 20 where old male or female college kids that find themselves in trouble They happen to be getting in trouble. So I want to target them But the profile missed the mark for one major reason college students didn't Hire him for criminal defense work because they couldn't afford him in reality His target audience was the parents of the college students So his best demographic profile is actually the parents which was year 40 to 55 Female because the wife or mother's the most likely to make the hiring decision in this case Kid gets in trouble. Who do you call? Statistically you call mom going mom. I did a dumb thing. I'm in trouble come bail me out And they're gonna have to call an attorney and then you take a combination of the college city and several other key locations Where the college attracted non resident students as shown by enrollment statistics So one of the things before you start building your audience is who is your audience that's actually giving you the money That's the perspective. It doesn't necessarily you may have a different demographic and you know with let's say disney you Have snapchat Enticing the children to bug their parents, but then disney also was going to buy an older ad They're not going to target kids on the facebook side They're going to target the adults with special deals and packages to get them to buy So first the kids said you can see how the whole social media atmosphere or eco spheres coming together here You tell the kids and show them pictures on snapchat At why they want to go to disney land they bug the parents who then start looking for disney vacations and then there's a facebook ad that targets them to show them the best deal on a disney vacation And now the whole ecosystem is complete So here's the uh Choosing location. So I chose this area and went to me. You can target united states outside united states Lots of different options related to that Men women 18 to 65 you can choose anything like that. You can choose specific languages Now I included some of the target demographics of people because we were targeting small business owners for lead generation for our business services So people who title themselves as ceo founder owner Owner pres ceo now these are great for small businesses if we were targeting large larger businesses We would maybe target the person who's the decision maker for the thing we're trying to do So you could title people who you could target people for example if i'm trying to sell marketing trinkets I could try targeting people who make that marketing decision like the chief marketing officer of a company But we're looking at small business and generally the owner of the small business makes that decision of who uses it So they're part of our present list We also can add secretaries who we are generally tasked with go find a computer guy and we want our ads to show up to them too So those are some of the other people we added in here Now you can get super specific if you have some deal uh like birthdays You can type in birthdays and have it show up Based on someone's birthday You can say anyone who's going to have a birthday on march 3rd Show this ad to them or april 4th. You can pick any date you want. It's arbitrary But this is actually kind of the uh fun things you can do on here So you can actually target people who have a birthday and have a special at your restaurant and tell them to come in And it people are sometimes a little bit creeped out going wait a minute. They know when my birthday is well You put it in facebook so facebook knows when your birthday is and it's now a uh targeted option for detailed targeting You can also do this for things like people who have life events And i've seen a lot of wedding photographers do this because if you get engaged the next thing you do is plan for a wedding So a lot of times they will choose a targeted life event of people that just got engaged Halls use that because you're going to have to book a hall So everyone in that wedding business is frequently using that as a detailed targeting option to go show me people who just announced an engagement And those are the people that are probably need to see my ads because well Why do I advertise wedding photography to people who are already married you advertise it to people who are getting married And this allows you that targeted information now your audience definition over here on the right You're going to see that move back and forth based on The different targeting you'll tell you whether you have more or less people in there And it kind of gives you some of your estimated reaches and potential people in that audience You can also use this to figure how many people in your area geographically have a birthday on february 3rd interesting thing Now the other thing you can do is narrow your audience and for example Let's say I want to advertise something but I want to exclude detroit lions fans Well, I can do that I can go into the excluded audience list now. This has become super controversial on facebook because What the problem you run into is excluding audiences is illegal in certain markets And it should be because if you are a fair housing Fall under fair housing lending excluding people on race gender or any of those demographics is illegal So facebook's gotten a little bit of trouble for this Indirectly what they're doing is they're subpoenaing the records of them and something to think about if you have a Job that falls under certain acts like fair housing lending You have to be careful what you use as exclusion because you do not want to start excluding Companies that would be then you breaking the law doing it Budget and schedule now. This is where it's a kind of interesting. You can set your daily budget You can set however much you want to spend you can say run continuously You can say set a start and end date so you only spend so much You can say what do I want to optimize for my delivery posting game? Or a couple of options in there whether it's just getting more people to share or like something They give you a lot of details out there and let you kind of customize it and what you're going to watch over here on the right As you can see how as I've built this Job title founder co-CEO It tells me okay. This is the audience location. This is okay fairly. It's kind of in the middle here The daily reach is changing based on my daily budget. How many people are going to see this? Now Finally when it's all done we come down to how do you want to display it now? We just ran this ad as a single image an image that we had but this is what's really cool Normally you have to pay for stock imagery. Uh, please don't just go copying off google image search I've known companies have been sued over this because you use an image. It wasn't yours That's important not to use something that's not part of the public domain And that's why you set up a stock image account that you have to pay for but stock images cost money Facebook reached a deal I believe it's with shutter stock and they provide them all the free stock images you need You go in here. You can grab all the stock images You can search find the one that you think meets there And so you don't have to have the knowledge how to create stock images You can simply go in here and choose from the library. They have or just upload your own Now you can do a single image single video slideshow Um reboost one of your existing posts Or you can actually choose a bunch of images and put a rotation and do ad splits And what the ad splits do is it's that ab testing I talked about where you can go I don't know which image is right So I'm going to run both of them and you see which one of those ads gets more likes And then you choose that one you then cancel the part of the ad that doesn't get the likes and optimize it for the other one So pretty cool Finally is the text. So we did this one. Does your company have a cyber security plan? Is it a good one? I thought this image was funny. It's part of the public domain So I was able to use it and it gives you an ad preview And it's all ready to hit place order now what it's showing here desktop news feed on little pull downs It'll show you how the ad looks on different platforms. So this is the mobile news feed How it's going to show up on the instagram feed So it's kind of nice they're giving you all the previews so you can understand how this ad is going to be cropped How it's going to look because if you notice the crop dimensions are different from the different feeds And then we click place order Yours to replace you have in review And if you wanted it back to that ab testing that they really encourage I can hit create similar ad right away and it will let me start Designing maybe another ad that's very similar to this one so I can do the testing and I can Let the ads run concurrently and then kill off the one that's not very good And once your ads approved it starts running now This is where facebook can go a whole step further for people who have mailing lists and things like that So target facebook adds to the people on your contact list and creating audiences So if you have a mailing list This will let you use that mailing list to create super targeted people And it can also do things like this so if you took a list of your best customers You can say create an audience that starts with those customers And create one that looks just like them So if you know who your best customers are you can then use it to create a targeted list So say create find more people that are just like the people that I uploaded This is where facebook is so detailed and gets almost creepy scary to its ability to be able to do this So you can prepare a file with your customer data email phone number mobile advertiser id Zipcode postbook facebook app user id now This is where people who install facebook apps you can actually download lists out of them If you're an app developer pull those people and figure it out. Okay all the people who download my app I want more people just like that So then I use their app user id to upload and create a list to buy more people By ads to target people and then you can also use exclusionary lists Go don't advertise anyone who's already using my product because well, I'm not interested in them They're already using my products I need to show ads to people that it's relevant to and then you can map the data create the upload and creation and it's just It's amazing This leads me to something I'm not going to get all political here, but I will talk about and we put this article together back in november And it's kind of interesting read so The white house was one with facebook something that just puzzled me Was how is it when I was looking over the election stuff that they're just not spending the money That the other campaign was and like how did trump get away with spending less but seem to have more ads And this is where they use psychological profiles dark posts and micro targeting to win the election And what these are dark posts are things that you can target people with And you can use these analytics to create ads that don't even show up in that website so let's say I have a Web a facebook page and I don't want my ads to show up, but I wanted to attract Two different demographics, but the ads would offend either of the other demographic But I still want them on my page. So I create an ad to target one group of people The ad does not show up on a page But it brings them to my page and I create another ad that would have been offensive to the other group of people Um and vice versa and I create that ad as what they call these dark posts These ads attract people based on knowledge. They had of them now where'd they get all this knowledge? This is where cambridge and a glitica comes in and this company is Crazy now they've collected 5,000 data points on 220 million americans And this is where the uploading of lists comes in You remember those surveys that keep popping up on facebook that you see that are personality type profiles These is a company that was behind so many of them and they use this to build these 5,000 data points And 220 million people who are using on they have these profiles on and they uploaded these data points to determine Who should see which type of ad so every ad was micro targeted based on how you Answered a personality profile that you agreed to share your facebook data with you answered it in a certain way Whether you are a happy person or a sad person Whether or not you Have a more dystopian view of the world a very optimistic view of the world And then they created an ad targeted directly at you and how you answered a personality profile That's how specific the facebook ad gets Um, it's really that's what our article is about. It's not about the politics of it It's about how this system was used and it's actually referred to as the uh ocean big fives openness Do they join new experiences conscientiousness? These are psychological surveys and this company Is using the fact that the presidency They were the company that the trump administration had used that's what they're using as an ad platform going We know people and we can help share that with you of if you have a target audience and they're their service They're not a political company. They're a service and if you contact them They can help target a specific demographic to market your thing your product or your candidacy very specifically So um companies like this, they're one of the biggest in the market and it kind of came out of where no one knows Who they are and everyone's talking about them now because of how they did all this and the fact that how much information they have is almost creepy so This is the future of marketing and it's great to be aware of all of it That's one of the reasons I want to bring it up and this all goes back to facebook And it's when you talk about a billion people being on there You talk about a billion people potential advertised to and this is the company that can filter those billion people to find the person You want not just people or groups, but right down to the person you want to buy your products And this is where it shows you how to create these dark posts See this post will be used as an ad only this is part of the Unpublished page post and this is the dark post that were a lot of what they used to be able to do this Why I talked about with the split demographics Where the ad would be offensive to either demographic But the goal is to still get them to your page and get them to buy your product or believe in what they believe in So if you need to find anything else all about me, you can find me at www.laurancesystems.com You can message me there. I'm tom at laurancesystems.com if you want to email me You can follow us on Facebook you can follow our youtube channel for all kinds of some combination of tech videos Or I'll be having this video post or our blog where we post some other tech information And thank you guys for doing this if you like the content on here like and subscribe appreciate it. Thanks