 Okay. Okay. So welcome to a lesson one, lesson one, uh, I split it into two lessons. So first lesson is like really about like fundamentals of, uh, digital marketing, like everything you need to know that lesson to go into like advanced strategy and tactics, uh, stuff like only like random people on the internet will know this shit. Yeah. Okay, nevermind. Okay. Okay. Let's go on. Welcome to Facebook fundamentals. Okay. Next. Uh, like all the information that I tell you, right? I don't do it for fun. So, um, it's like real information. It's like, I've learned this, this skill set and, uh, I spent my own money and I spent real clients money. So I'm not bullshitting your, uh, just to tell you, uh, okay. So, um, yeah. If, uh, any information that I tell you, right, I won't tell you useless shit. So like, uh, everything in the slide is, is something that you can, uh, take notes on, uh, yeah. So if you want to take out your pen and paper, that's not a good time. Yeah. By the way, my, on my left side, right, I can't really hear you properly. I don't know why you're a bit like soft. Uh, do you want to restart the call again? Uh, nevermind. I think it's fine. It's fine. Can. By the way, you don't mind. I'm like stopping you and asking question, or you'll need to wait until you finish it. Oh, okay. So I will go slide by slide at the end of each slide. If you have questions that you ask, can. Okay. And then, um, any question that you don't that you have, and then I say, okay, we stay for later, right? Then you just write it down first. Right. Right. Okay. So anything that I'll show you in ads manager, right? It's usually out at the end. Okay. Can. Okay. Next, uh, chapter breakdown. So for some, I'll talk about landscape, uh, then second, I'll talk about pixel ROI and, uh, digital marketing in general. Then number three, like mindset mindset is very important because, um, yeah, I'll tell you later. Okay. So some, some terminology here, media buying is basically the art of buying placements. So there's a lot of real estate, right? Some placements on Instagram and Facebook and people buy that. So that's basically the, when people say in the industry are, they call it media buying, but, um, in the Facebook groups, they call it Facebook ads. Yeah. Okay. Traffic sources, basically where the traffic is existing and hanging out. So Facebook, Instagram, Google, LinkedIn. Uh, this is just traffic sources. Okay. And Facebook is just one of the traffic sources. Okay. Testing means small amounts. So you do small budgets first and then you put your offer or your product right to the marketplace. And then the data that comes back, right? It's basically, um, you're putting hypothesis out, imagine, right? So you're doing science experiment, right? You are trying to test stuff that you put it out into the audience. And then if the audience responds well, that's testing. Okay. Optimizing is after a few days of running ads, right? Uh, for example, then your office out in the market and then the, the act of like turning off unprofitable ad sets and like a scaling ad spend on the profitable ones that's got optimizing. Okay. Scaling is increasing budget. I mean, it's quite simple. RTB is a very specialized term. You won't really hear it, especially in Facebook group, but basically in digital marketing is real time bidding. So RTB is the, the technology behind, uh, what, for example, Snapchat ads, LinkedIn ads, Facebook ads, um, they run on because there's limited real estate space. So who is dependent? Who actually, uh, deserves that placement? Who deserves to be in front of the audience? So that's RTB. Okay. And the auction bidding is the same thing. Yeah. So, uh, the combination of like the bit, bit strategy, combination of, uh, the budget combination of how good the creative is and the engagement that is auction bidding. Okay. So fun. Like this, this is important because, uh, a bit boring, but fundamentally why is Facebook, right? So Facebook is just a social network and they monetize by advertisers like us buying attention from other people. Okay. So people are screwing through their phones and stuff. You're just buying their attention. That's all you're basically buying air. Okay. Okay. So about why do people use Facebook and Instagram? They want to use it. You have to understand this because as an advertiser, they want to see their friends and they want to watch videos and articles like cat videos cause they're bored, right? They're on the phone. Are they on the train? They're on the bus. Okay. So they actually like the social admiration when they post something and they want to be famous. Like deep down, people don't want to say this, uh, but it's true. Okay. That's why people use Instagram. Yeah. Okay. And, uh, there's a lot of people flex on Instagram, right? Whereas it's retarded, uh, but it's like that. Okay. Yeah. So like you need to understand the human and consumer psychology because it's interactional marketing. Okay. Okay. Uh, so what, what is Facebook's aim here? Okay. It's to make more money and make more money. That's all. If you think they care about you, they don't care about you. Okay. They are publicly listed company. Their market cap is like insane. Um, the more advertising space they can sell to you, the more money they make and the higher the stock price. That's all they care about. Yeah. So if you think it's, it's, uh, Oh, no, they, they want to provide the best user experience. No, no, they provide the best user experience to get the most money. Right. So, correct. Exactly. So the, the, the interest of them is they want to keep you in the platform for the longest period of time. Okay. So once you understand this, uh, when you're advertising, it's easy as well. Okay. So, um, keep in mind, it's actually a privilege to advertise on Facebook. And, uh, you might be thinking I'm crazy to say that, right? Cause it's like, Hey, we're paying you money. Like why don't you treat us better? It's because they don't need you. Okay. They got so many other advertisers and, uh, they can just ban you if you are abusing their account. Okay. So even for someone like me, right? I, uh, I, uh, I post in a group, right? Like suddenly my ad account get banned. Yeah. But like, I got it back like very, very fast. Like eight hours cause they, they, they mess a mistake. But it's like, even if I, I spending so much per month, like 60, 70 K USD per month and then I get banned. Like, who, who, who says that? You know what I mean? Like anyone can get bad, get bad. Yeah, true. Okay. Yeah. So, so keep in mind that they will always align, uh, the experience with their user, with the person using Facebook, not the advertiser. Okay. So you must, you must align to their interests and everything will be very easy, right? You must prioritize user experience. Okay. Give them the best experience and you won't get banned. Okay. So I, uh, let me ask you, so this is pulled from the public data. Okay. This is pulled from the, uh, if you're a publicly listed company, I don't know if you're a stock market, right? They, this is all data that you have to put out there for accounting purposes. Okay. And so this information is not like, Oh, I'm some special advertiser. No, it's, it's out there. It's just people don't go and search. Okay. So you, you see here, what is the opportunity here for you, right? Zui, um, look at this. Asia Pacific, 1 billion people on Facebook right now. If that's insane, everything about it, cause China's not even in this. China's banned in Facebook, right? So, um, look at USR, 200 million. Okay. You see this, our revenue is increasing all the time, right? Means, means what? More people are coming on the Facebook. Right. And look at this. So revenue by Facebook users, geography, you see, uh, US, Canada, right? It's like belly 10% is not even 10% like 5%. It's generating how much of the revenue. Yeah. Almost half, right? Which is insane to think, right? But what does that mean for, for you Zui, the, the Burmese Facebook ads king? Yeah. What that's, what that means, right? Is that there are billion people on Facebook right now and growing every single month that are barely spending anything, but the middle class is insane. The middle class is going to increase over time. Right? So if, if you understand that, Hey, this platform is very important to me, I can monetize on this platform. You're going to be a God because, okay, that's my next slide. Okay. Yeah. So those who understand how to use the platform to their advantage, especially in their geography, right? If you are local, right? Burmese Vietnam, Indonesia, you can become very wealthy in a very short period of time because it's a tool that you understand. Hey, I can monetize this tool and I can scale to the moon. Like honestly, right? The best thing about it is not many people know how to do it and they don't do it well because it's very competitive. Understand? So in underdeveloped Asian countries, Singapore is not underdeveloped as first world. So it's, it's freaking everything. It's even easier, right? It's even easier for you. Okay. So you can see here, um, rest of Asia, 210 million and growing, right? Yeah. So, yeah, that's basically, uh, yeah. Okay. So do you know what CPM is? Uh, cause for, uh, can't really remember. Okay. Yeah. So CPM is basically the cost to get in front of a thousand people. Right? It's a metric that they track and, uh, they give you in the ads manager when you run ads. Okay. Right. Uh, when I run ads in the USA, right? You see here, I'm paying $17 all the way to 80. It can go to a hundred. It can go to a thousand. Honestly. And if I did, yeah, sorry. I mean, freaking expensive there. Yes. Correct. Exactly. So if I, right, if I do anything that's less than $15, right? I'll be out of my mind happy. But, but, but yeah. So, okay. Then these are the rest of countries. So for example, Canada, Australia, UK, these are called tier one countries. If anything less than $40, right? I'm quite happy. Hmm. Okay. In Asia, right? It's $2 to $10. At most, at most, I say conservative, I think $4 to $5 CPM is, is, is very, like even a noob can do it. Okay. So you think about it, uh, if the cost to advertise is two to that 40 times cheaper than in the US, right? What does that mean? I mean, I can reach the same amount of people with the cheaper play. Exactly. Exactly. Exactly. Right? So if you want to sell your product in Myanmar, there are 53 million people. If, uh, I don't know how to pronounce Nebitaw, right? Nebitaw has 924,000 people, right? You're not going to sell to everybody, but if you're paying a dollar CPM, you're spending less than $1,000 to reach everybody. Right. That's crazy. That's freaking crazy. Okay. So like, once you understand this opportunity and thing, then, um, okay. Is it, you know what I mean? It gets you excited because you understand the potential here. Yep. I do understand. Okay. Can. Okay. So basically, once you master paid traffic, you, uh, you're basically God, okay? Because I put a slide, I put a slide in. Yeah. Yeah. So you're basically God. Okay. Because you can sell anything to, uh, in the world to anyone. You don't have to leave your home. You will never go hungry because if you can sell anything to anyone, you can make a sale, right? Right. And, uh, not only that, if you do want to do it for your own companies, you will want your services. You understand? Cause there's in, no matter how good your AI is, how much data science there is, how much, um, technology there's in the future, there will never be a day where companies don't want more money. Right. You tell me, tell me that that's the concept of advertising and marketing. Right. So you don't have to worry about it. It's just maybe that technology will change. Maybe the Facebook is not Facebook anymore. Right. But once you master this, right, it's, it's consistent. Right. Okay. Yeah. So that's why, that's why I say you're God. Okay. Okay. Next. Okay. So what's the best thing, right? Um, it's very easy to learn and operate other advertising platforms. Right. And you must, must be thinking, okay, why should I start with Facebook? Okay. Number one, Facebook is the most mature. It's the most advanced. And you can walk into any company and interview for a marketing role. Yeah. So, so if, even if you don't want to work for, for yourself, right, career wise is transferable. Okay. Okay. So where's the opportunity? You can sell anything in the world to anyone. E-commerce, physical product courses, selling services. I was interviewing a media buyer. He does 20 K per month selling Vietnam, selling to Vietnam, right? English courses. He's living Australia. Yeah. Oh, yeah. He has army of coaches. So it's not even like the, the, the teaching English, right? It's not even go down to the center. It's face to face video like this. Okay. Yeah. And then he, he, he, he come and apply for my, my agency. Then I'm like, guys, hey, what, what, what you want to do with me? You're doing well. It's like, I want to learn more. Then I'm like, okay, okay. Yeah. So you see, you see, like, like, some people are even hungrier, which is good, like, cause you need to keep learning. Okay. Yeah, of course. You can learn software, sell consulting, mobile apps, you can sell exhibitions, conventions. So it's not only like digital stuff. You can sell retail brick and mortar. Right. If you have never thought of it before, then try thinking again, right? And after this lesson, go back and think about what, what else you can sell. Right. You do have to think about it construction. You can sell construction. Holy shit. Right. Yeah. Okay. So, um, what's the opportunity here? The costs are going up and up. This will become more expensive over time. Facebook in eight back now, uh, Asia Pacific like right now is probably like Facebook, uh, like nine years ago where everything is super cheap. Okay. It's like, it's an easy PC, but you give it three to five years. Things will change and it will become super expensive. And when that, when that happens, you'll be like, shit, why, why shouldn't, why didn't I do something more? Okay. Got it. Got it. Okay. Then you must be thinking, uh, Jonathan, you talk so much shit, right? Why do I advertise in the US market? Right. Then you must, if it's so easy in the, in Vietnam or whatever, why you go, why you go US, right? Okay. So number one, um, the people who can pay me, uh, are there number one. Number two is the hardest market. So you're forced to be good. Right. If you're forced to be good, your skills will be better. So when you transition to Vietnam market, it's like easy, easy cake. Right. It's like, it's like no, no competition, zero competition. Right. So you want to have and build strong foundations so you can sharpen your skills. Right. And then the next thing is also the best, the best marketers, the top level guys operate there. So like if you can compete on their level, it means you're just as good as them. Right. You know what I mean? You can compete anywhere in the world. Exactly. Exactly. Yeah. Also you're learning from them, uh, the most mature ecosystem, uh, networking in a sense. Uh, and I also only know Chinese and English. They, uh, there's nothing in China. So I can't pay, I can't advertise there. Yeah. Okay. Okay. Ken. Okay. So this is the part where I give you caution at the end of the day, right? Facebook is not your business. Facebook is a platform. This is just a tool to generate your business. Okay. So for, even for me, right? Um, I mean, I feel great, like getting results for clients and stuff, but I don't, I don't want to rely entirely on Facebook. I don't feel good about that. You know what I mean? So right now my entire business is dependent on this, uh, Facebook, right? So for example, if my editor can't get banned, like, like, like last time, I'm stressed, right? I don't want to, I don't want that. I want to diversify. Right. But you take this one skill and then you can diversify in the future. So that, that's a long-term thinking. Yeah. Okay. So why is Facebook so in demand? Uh, YouTube and Facebook is the only advertising platforms that are scalable. And what this means, right? Is that, um, these are the only platforms, right? You can reach audiences that are not looking for your service. So Google search ads, people search something, right? And then, uh, they can find your product or service. Right. So there's no way that the person does not, uh, search something and is not finding something that they want. Right. Facebook and YouTube is like, they can interrupt you and they can create demand. Hello, Zui. Are you there? Yeah. Uh, can you hear me? Can, can, can hear you. Can, do you hear why is it the last thing? No, no, I heard everything. I'll, uh, I'll sing. Yes. Okay. Okay. Yeah. Yup. Okay. So because when I, when I think I tend to become a little bit quiet, that's like, okay. Hey, if I speak too fast, you tell me, yeah. Cause I generally, I live in Singapore. I perfectly understand everything you're saying. Nice. Nice. Nice. Okay. Okay. Okay. Yeah. Yeah. Let's go, let's go. Okay. Can. So, uh, we chat, not open to foreigners. Right. So that one cannot scale. Right. So when I, when I talk about skill and stuff, right, I really mean by, Hey, you can cover the entire country. They can't think. Yeah. You can force, uh, you can force demand. Yeah. Okay. Chapter two. Okay. We talk about pixels, ROI, digital marketing. Uh, do you know what pixel is? Yes. Let me, I have never used before, but I know that the basic concept. Okay. Ken is just a JavaScript code on a website on a landing page. It doesn't matter. It just exists code, right? So when people go to your, your traffic runs to your site, uh, Facebook will pick up their data and, uh, transfer it back to them. Right. That's all. Okay. They try everything from, um, uh, your IP address, uh, like how are you? Blah, blah, blah. All of the demographic stuff, uh, okay. Ken. So you need your pixels to exist somewhere. Otherwise you cannot collect, collect data, right? So website and landing page. Um, yeah, that's pretty much it. Yep. And your pixel collects data over time. So anytime where, for example, if you have a client, right, and then they, they don't have a pixel, right, it's crazy. It's really crazy because you are paying for, for traffic, right? It is an asset, right? You're collecting data over time. Data is more, more important than anything in, into this world because without a data, right? Without email lists or whatever, you, you can't have access to your customers. Right. So everyone who has visited your site before will be in that pixel and the pixel will capture that data. So you can retarget. Okay. Okay. Okay. So yeah. So this basically it up. Okay. So keep in mind that a Facebook pixel, right? Can live on the website and then the traffic can come from anywhere. Can come from Google, can come from ads, can come from literally anywhere. So it doesn't have to come from Facebook, for a pixel, for Facebook to pick it up. I see. I see. Okay. Got it. Okay. Okay. So what does a Facebook pixel look like? It looks like this. Later I'll show you. But basically, this is the status of, basically, this is the pixels working. This is just the traffic data that the pixel is picking up. This plus here, it just means that there's more traffic coming to this objective and these all, these things are called standard events. Okay. Standard events. I'll tell you more and listen to more events stuff. But yeah, this one is just the amount of data that's coming in. And this one, you can see the status active. Okay. Okay. So Facebook, imagine as one big machine learning AI machine. Okay. So they are just collecting data, collecting data and over time your returns and ROI will get better over time because the more data you have, the more people you can advertise to. Okay. So this is Jed. Yeah. You've seen this slide for a right. Yeah. Yeah. You just increase over time. Okay. Okay. So your efforts will compound and stick to it. What that means is that people always say, Hey, I spending a thousand dollars a day right now. Um, why aren't I seeing results now? Well, no shit, right? People don't, people don't like trust and respect you. I'll talk about that in future as well. Yeah. But basically, uh, your ROI will increase. Okay. So you've seen this slide as well. Um, do you have, do you understand what I mean by this? Yeah. I know, I know this, I know this part. Okay. Ken. So, um, keep in mind, right? The hardest thing in marketing or advertising, right? It's getting people who don't know you at all to buy your product. It's not getting people who know you already to like to buy your product. Right. If you sell insurance or whatever shit, right? It's not very hard convincing your parents or family members to buy from you, but it's freaking hard to get people who don't know you at all to buy. Okay. So that's why whenever you start advertising for any brand, right, be bakery or whatever, always try to solve this first. Cause any, any, any beginner can do this. Okay. Okay. So, uh, these are terms in the industry. Don't know whether you hear it for top or funnel, middle funnel, bottom of funnel. Okay. Okay. So top of funnel generally would be, for example here, page view, view content is top of the funnel standard event objectives for pixel. Does that make sense? Yeah. Makes sense. Okay. Then a middle funnel will be like, um, people who have watched your video, people who have a click on your page, but have not bought, uh, yeah, uh, then bottom of funnel would be like initiate checkout and add to cut. Right. Okay. Yes. Uh, awareness. If I get this on easy shit. Okay. Yep. Okay. So, um, generally my strategy would be, um, for example, a client comes to, Hey, we want to hit this outright. What I always tell them is on the call traffic, right? We will try to break even break event or times two rows. So, okay. I'll talk about this in lesson two as well, but do you know what a break even row as is? Yeah. Uh, return on something sales. I forget the eight return on. So I spent a dollar. I get two dollars back. Two dollars back. Yeah. So why that is so important and why it's so important that you segment your campaigns into cold, warm, uh, warm and hot can be the same thing about cold and warm is because these are two very distinctly different audiences. The messaging needs to be different. The copy needs to be different. And, uh, the conversions, uh, the Royce, you cannot measure it the same because people already here like trust and respect you. So the, the Royce will be good. Right. But people who don't know you at, don't know you at all can break even all times to Royce. Uh, you have done a perfect job already. Okay. And the reason why is that so right? Imagine software companies, right? Uh, do you know how much money they spend on advertising? I don't know. Okay. They spend hundreds of millions and they burn cash. When they burn cash, right? It means they go into a negative deficit, right? They spend and burn money up to the point to acquire a customer. So for example, a customer pays me $67 a month for my software. For example, they're willing to spend up to $180 to acquire a customer. So they, they take three months to pay back. That's why they got three month payback period. Does that make sense? I got it. I got it. Yeah. Yeah. So if companies like that are spending money in the same advertising channels as you Facebook, and they're willing to spend three times as much as you up three times break even eyes, not even three times and then plus a bit of profit means that if you can get this break even times to Royce on culture, yeah, means you're a beast, means you're good. Okay. I got it. I got it. Okay. Okay. Okay. So cashflow engineering, you've seen this as well. Do you know what this means? Wait, let me see. Oh, I think that's what I'm not sure about. Okay. Okay. Let me explain to you why digital marketing is like an infant, I think. Okay. So for example, any traffic source, Facebook, Google here, they drive to your product page here and it comes to your store. Okay. Stop people purchase here and then they give you money and then they give you money. What else they give you? The data. Yes. Correct. What, what data? Email. Yes. Email. Correct. So why is email marketing very important? Because it's, it's, it's separated from Facebook that you can, like, you don't have to depend on that one platform. Uh, something like that. It's more like, is it like something similar to them that you can send, send them straight? Uh, yes, something like that. Okay. No, no, not that. You don't have to. Yeah. Number one, rely on another platform. Correct. Number two, you don't have to pay money to reach the audience again. Oh yeah. Right. Yeah. So why, why, why should I, so imagine you don't have email, right? People, a lot of people do have email, by the way, all the drop shippers don't have email. That's why they suck. Uh, but if you do have email, your business cuts here, right? This arrow cuts here. This means that every single time you need more customers, right? You need to go here again. Yeah. True, true. It's happening right now. Yeah. Yeah. Correct. That's why people are not profitable and that's why people die, people die because of cash flow, not enough cash. That's all. Understand. So, so imagine this, this is called cash flow engineering because this is a infinite cycle. I buy traffic, I get people, I give, uh, they're giving money and then I just keep advertising them for free. I do have to pay and it's like pure profit. Understand. So here, if I, on the left hand side, I do times two rule S to break even and then shit. And then here is pure profit. What does this mean in the long term for business? Like you don't have, like, you don't need to spend so much advertising costs. Yes. Correct. Correct. So for example, you're running a business e-commerce. So what, what should you prioritize on? Uh, collecting emails. Yes. Correct. Exactly. Yeah. Okay. All of this here, right? Yeah, sorry. Yeah. Can you, can you create like, lookalike audience from the email list? Yes, yes, I will touch, touch upon that after. Yeah. Okay. Okay. Yeah. Okay. So chapter three mindset mindset for middle buying is very important because you are like a stock market. Okay. Have you traded on stock market before? Nah. Okay. Uh, people are very stressed on stock market, right? That's how you see Wall Street, whatever. The reason why is that, right? It's because they keep looking at the numbers. They are very attached and emotional to the numbers for middle buying. I, it's the same thing. You cannot get attached to the numbers. If you are, right, you're going to make wrong decisions. That's why they call it data driven decisions. You need to look at a number and, and react. You're not supposed to, um, hey, I put so much effort into this campaign. Nobody cares. The market doesn't care, right? Yeah. So the market decides how good you are, let the, uh, let the data decide what you're doing is just a science experiment. You're just hypothesizing and then you put it out there. If it doesn't work, it doesn't work. Don't have to say, Hey, I should have put so much effort into this video. Yeah. Nobody cares. I'm so sorry, but nobody cares. Um, let the data decide. Okay. So this is very important to, to understand because it's like, if you're spending all money, uh, you tend to be very emotional about it. Yeah. Yeah. Okay. Okay. Campaign objectives. I'll go into it later. So I said before, uh, Facebook is just a AI engine. Don't over complicate shit. Okay. That's what people do. Uh, do you know, do you know how AI works? Um, no, sure. Okay. AI is just to build a model, right? And then you tell the, okay, I want to optimize for this. It will optimize for that. It won't like, Hey, maybe we should do some traffic. Maybe we should do some brand awareness. No, it doesn't work like that. You tell a machine what it does and it just does it. Okay. So if you want conversion, just go to conversion. Don't, don't hear in the Facebook group. Oh, I want and, uh, let's just do like PPE. Have you heard this for PPE engagement testing campaign? Then afterwards you transition to conversion. Oh, no. Oh, you never heard it before? No, because the thing is we have never touched on conversion because, because we don't use any website. That's the thing. Like we don't use the file. Okay. Yeah, but I mean, next time, basically, if you want anything, just, just choose the objective. Okay. Yeah. And don't boost the post. Oh, don't boost the post. Oh, okay. Yeah. There's a better platform to use while you boost the post. Okay. Okay. Okay. Okay. Once you figure out media buying, you're running a real business. Don't obsess over the media buying. What this means is that stop thinking about ads. Think about everything except the ads. Okay. Think about, think about the product. Think about the customer service. Think about everything else because Facebook is starting to, to consider those factors even more. Okay. No. Okay. Understand? Understand? So that's why it's sexy to talk about media buying, but actually it's not very, very important. It's important, but it's not very important. Okay. Yeah. And the only difference between you and me is that I've thrown more things on the wall and I stuck to it. And I see what sticks. That's all. I'm not special. Okay. Just to tell you. Okay. Okay. The mindset of the media buy, very important. These are all in the Facebook slides as well, but I need to tell you, you don't know what you don't know. You are just doing science experiment. Okay. Never assume. Yeah. Same thing as previous site. The difference between successful and not successful is the amount of action you take. So I just test more than you. That's all. Okay. What kind of data does it collect? You've seen this slide before also lower down the funnel, the more precious the data. Yeah. Okay. So this, this purchase data is much more like 2000% more, more, more available than a search or a page view. Okay. I agree. Yep. Okay. Custom audiences, custom audiences are creating pools of people who are already interacting with business. So you kind of own the data already. So people who have visited your site, email list, you own that people who watch 100% of a video they put up. Yep. Okay. Look like audiences is basically a custom audiences, but you create a look alike that is statistically significant to your custom audience. So why it says statistic, right? It's because you need a certain amount of people in your custom audience for your look alike to be effective. And the reason why is that so, right? It's because if you have, for example, only 20 people here, then your entire look alike will look like 20 people. It's not. Yeah. Okay. Yeah. Um, Facebook has a lot of data on everybody. So they'll just create new audiences from the sample. Okay. Look like it's just like this. Okay. So I have me, right? For example, I me, I like basketball and I like marketing. So this is one. Okay. It looked like it's just creating 10 other Jonathan's. Right. Right. Right. Okay. And then the, that's like 1% look alike. So a 3% look alike maybe Jonathan, but he likes not basketball, but, but football. Yeah. See. Yeah. Simple. Yeah. Okay. How we normally use LL is custom objectives. You are basing your LA on, depending on the business. So you have to figure out what do you want the business to do first? Okay. But then generally speaking, you start from scratch on co-campaigns with interest targeting. So very broad interest. So for example, um, tuition, for example, tuition, right? Uh, target education, target book, book publishers, target math, uh, science, right? Then we use that data from there and then we get the data and then take that purchase data, okay. For e-commerce, you take the most bottom of the funnel data. So for example, if you're doing lead generation, right? You take that lead data and then you create a look like, okay. Generally you, you want a lot more, a lot more conversions or leads, but 50 is the minimum. You take that most qualified data set and you create your look like. Okay. Okay. So homework, um, you go and do this, uh, and then we will answer your questions now, but basically you come back to this slide. Okay. Yep. Uh, that's it for lesson one. Uh, I'll answer your good question first. Okay. Come. Okay. So what is the best way for advertising e-commerce? Okay. What do you think is the best way? Um, okay. My, I think I have to rephrase my question. I guess it's like, let's see if I want to import stuff from China and start like selling in here. This, how should I do it? Okay. What do you want to sell? Let's see, like shoes. Let's say shoes. Okay. Uh, what are shoes? Uh, okay. Zui, give me one second. Give me one second. Yes. Zui, go ahead. Good. Sorry, sorry. Let's say water bottle. Water bottle. Oh, okay. So you want to sell water bottles? Okay. Who is your target audience? My mom's, mom's, uh, around 30 to 40. Okay. Ken, you're talking about Myanmar, right? Myanmar, Myanmar, just Myanmar. Okay. Where do they hang out? Where do they hang out? F.A. Online, online, online. What is it? Where do they hang out online? Not, not, uh, online, online, like that, bro. Facebook, bro. Okay. Yeah. So you see, I've been, it's not, it's not depending on what's the best way to do stuff. It's go find out where your customer is hanging out and advertise there. Simple. So, so for example, like, um, yeah, I want to sell, uh, uh, consulting services. Where do I go? LinkedIn. My audience is there. Yeah. So you don't have to worry about, Hey, what is the best way to do stuff? No, it's not. It's figure out where your customer is. That's all. I understand. I understand. But you know, when I was looking at the videos, you were saying that, okay, like after this, you're going like pulling method and all this there. Yeah. Yeah. Uh, do I need to use that? If I want to sell something here. Yes. Okay. Uh, that one is like, uh, very advanced ashram to. Okay. I'll listen to the simple way of saying, okay. Best way to answer, answer the question. Best way to advertise for e-commerce is Facebook and website. It's Shopify and website is all commerce. You know who commerce. No. Okay. What commerce is, you know, WordPress. Okay. WordPress is just, uh, it's just, uh, like, uh, CMS. You know, CMS is like dropping a lot of things. Okay. Okay. Okay. Okay. Okay. Can CMS is CMS, I'm going to write down everything and research it. Okay. So, uh, WordPress is just like, uh, content management system, uh, to host websites. Okay. You can install who commerce, who commerce is like, uh, e-commerce plugin. The two biggest players in e-commerce is like probably trade, uh, uh, Magento, Magento is, uh, Adobe, the brand, um, Shopify, Shopify is all my Shopify. And then who commerce is, is, uh, who commerce. So those are three major ways to sell things online. Okay. Okay. Okay. Got it. Got it. Okay. Uh, so, uh, yeah, that's the, and then, uh, traffic, right? So there's, there's, uh, the website itself and then traffic. You need to figure out traffic. Traffic is, um, Pinterest, Facebook, Instagram, LinkedIn. Yeah. So you need two things. You need a website and you need traffic. That's all you see. I mean, it's quite easy. Yeah. Okay. No, the thing is, you see, I need a website and, and the traffic bag. Yes. Yes. Okay. That all my, uh, traffic is, because we, because we only use two platforms. Okay. Yeah. And Instagram, Instagram is less than a million user right now. If I'm not mistaken. Okay. Everyone is on Facebook. It's like that. Nah, no, no, nobody's on Pinterest. Nobody's on like only a few people on LinkedIn. Okay. It's, and we don't use a website. That's a problem because we don't use website. I, I, I don't even have a website for myself. Yeah. Who says you need a website? For yourself. Yeah. Okay. No, no, no. Okay. Okay. But, okay. But, uh, for this case, if nobody of your, your, your country uses a website, then you make them use a website. Then you'll be the first player in the space to use a website. Right. Uh, I mean, as in nobody's, as in not the marketers, the people, okay. Let's say that, uh, okay. I might, I have, I have a friend who is selling stuff on Shopify. Yeah. Okay. So find Facebook page here. Yeah. Let's say he linked the, the ads to Shopify. Nobody goes and my, you know, they just, who says, oh, you got the data to back it up. No, we, we, we, we tested out, we tested out the only thing they buy is that they see the ads, they will give a call or message or can you come and deliver us. So we have a person just to reply messages, say, I'll take the orders here. Okay. Okay. So I, I actually have a, uh, I answer prepared for you for your cash on everything. Okay. So I'll talk about that later. Okay. How do you find winning ads? You don't find winning ads. You create them. I, so, so, so every guru that tells you, oh, you can buy this software to copy on your competitors, winning ads, you can just unsubscribe because they're all bullshit. Okay. If you want to compete in the marketplace and you want your CPMs to go down, you need to create your own ads because, uh, differentiation is going to, uh, yeah. Differentiation is like a mode. It's like, uh, you're differentiating vector, right? So if you are the same winning ads, same ads as them, what makes you think you're going to convert the customer? They are going to get the customer, right? Yeah. I think, uh, yeah. Being different and creative, right? Actually gets you, um, makes you good. Yeah. Believe it or not. Yeah. No, the thing is, I think I have to paraphrase the question. What I, what I mean is that, okay, let's say like what I've told you before I have several ads, I ran, yes, but no, which one is, which edge is performing well because they just call, okay, okay, this is called, I say, oh, okay, bro. Uh, I want to attend this course. Shit man. I don't know which one is coming. So, okay. So yeah, you don't know how to optimize, right? You don't know how to, um, see which one's working or not. Is it because I have like, let's say I have four ads, then they have like all the, like, comments, all the likes, but I don't know which okay, okay, okay, okay, okay, okay, okay, okay, later, open up, later, open up. Okay. How can I track? How can I track which ads is giving me? Okay. So your, your situation is cash on delivery, correct? Right, right. Okay. Okay. So I've, I've taken the liberty to ask some of my friends as well and, uh, some advice as well. So these are called for answers. Okay. This one is, I took it from Quora, by the way. So if you want to see, here's from Quora, but basically, okay. So, so this guy, he's running a cash on delivery in Europe. Uh, so what he does is, um, for example, Facebook ads, right? Go to Shopify. Uh, Shopify goes to his order form and then his order form, right? They'll give him name, email address.