hey everybody i'm davey and last month we spent over three million dollars on facebook ads last week we showed you how to shoot winning content for facebook ads today we're going to show you how to actually set it up we're going to start right from the beginning so if you're a beginner continue watching i'm also going to share some of the fundamentals as well so even if you're running facebook ads you're still going to get something out of it just one disclaimer i'm never going to sell you of course there's no hidden fee here and i'm going to keep it very very simple i'm also going to show you how to hire someone to help you with your facebook ads because i see so many people go wrong in that area and then next week we're going to have a more advanced session we're going to change the structure up a bit and look deeper into the data facebook ads can be really confronting especially for new people in the industry there's so many different targeting options and ways to spend i'm going to show you the simplest way possible today it's going to just be a few clicks and then you're going to be up and away basically you're going to be spending a very small amount of budget and what that's going to tell you is is facebook ads going to work for you it's just going to give you that small indication and then you can actually go hire someone or justify spending a lot more time on learning it yourself facebook ads is actually one of the only platforms that you need to learn in the early stages it doesn't matter if you're a brand owner a new entrepreneur drop shipping it actually has the golden triangle of what we're looking for in a digital platform unlike lots of other platforms out there which have low quality or not enough data to work with you try to scale spend up and your results just start coming down rapidly this is great for you as a marketer because you can just learn one platform and then when the next platform comes along you can apply those learnings to it i like to think of facebook as our driving platform it's kind of like the thermometer of our brands if we can spend a lot on facebook it means everything's going very well google all of these other platforms which are kind of complementary they're layering on and ensuring our customer acquisition costs are great first some truths you need a great product to make facebook work second you need good picture ads you can't just use really poor images third you need a good landing page where are you sending this traffic it needs to be optimized for mobile conversion we can get into that another time one thing to note is facebook changes a lot if you looked at the videos three years ago it would just be a completely different one growing trend is that accounts are getting simpler facebook's making it actually easier for new people on their platform to run ads they're trying to take away control from the advertisers so the machine learning can take place they want to put the ads in the most optimal place for you this trend will continue until it's basically a one-click setup but for now there are a few things that you need to do to tell facebook to push it in the right direction you'll see a ton of different ways that people launch ads truth is a lot of them are gurus trying to make over complicate things and create fear that you're doing it wrong honestly by the time you really learn that method it's probably outdated and there's going to be a new one just focus on giving facebook what it needs all right so i'm going to do a beginner's tutorial now we're going to set up a campaign i'm going to show you how to also set up the website right and the tracking if you're more advanced skip until later on to the video we're going to breeze through this really quickly because honestly it does change a lot let's do it so basically i'm just going to set up a new shopify for this tutorial ready so now we're in shopify you need to come into online store and preferences this is going to be where you can set up your facebook pixel this has changed just recently shopify has tried to make it easier you click set up facebook and add sales channel now you can essentially connect your business manager i obviously already have one but if you don't go to business dot and set up a new account you want to make sure that you use a business manager you don't want to run ads through your personal facebook or just boost ads that's not good we want to set it up correctly we also want to make sure that nobody else sets up our pixel or business manager it needs to be your personal account if it's your business otherwise there will be a big mess when you try to transfer it over to you i'm just going to connect one of my existing business managers now we're just going to go through these prompts and connect the correct business manager make sure you select your correct ad account you can connect an existing ad account if you already have one set up alternatively you can click create new so i'm just going to connect it to the ad account for this tutorial accept the terms and conditions then come back here and click done now we're going to make sure that we connect the correct page take your time with this process enable customer data sharing and the country that you're going to be marketing towards once you've selected the target country accept the terms and conditions finish setup in this process you can basically either link an existing pixel or create a new pixel a pixel is really important to have set up correctly on your website shopify makes it very easy basically it's telling facebook what the customer is doing on your website and then you can optimize your budget to that activity so this shopify is all set up we can actually come here and view the store this little plugin here is really important it's called the facebook pixel helper basically it's going to come up and give us a tick if it's set up correctly alrighty now we're going to come back to business dot facebook your ad account should be here you can just click into it and we can set up our first campaign again i'm going to show you an absolute beginner setup so we're going to click create ad and we're going to click conversions this is where a lot of people will go wrong you want to do conversions because we're looking for purchases unless you're a really advanced marketer that's doing some kind of lead based magnet or something else fancy then conversions is going to be 90 of what you do then you're going to come down here and you're gonna name your campaign bear with me you don't need to understand it yet but we're actually gonna use the the number one then we're just gonna name the type of campaign it is which is conversions to help you remember we're just gonna say something unique about the campaign for this one it's just going to be the thickie content the ad set is generally the targeting that we put on it so if you're using like an interest-based targeting you'd name this here and then you can go into a little bit more detail to make sure that you understand what you're actually launching again for this example we're keeping it very simple so i'm just going to use the term broad then for add i'm just going to say interview hairdresser alrighty that should load up now this can be really overwhelming for beginners basically up here you've got your campaign you've got your ad set and then you've got your ads underneath it you're going to click on broad and have a play around here you can come into here and make sure that you click on your correct pixel next is really important we're going to set up the conversion event this is what i was talking about before we want to get purchases there is sometimes scope to use something like add to cart and facebook will probably actually push you to do that because that's going to provide them more data in this tutorial i'm trying to teach you how to test if your product is actually worth the time of facebook so we're just going to go through with a purchase event and see if we can get any next we're going to scroll down to budget and schedule this really depends on how much money you've got to work with you do need to give facebook a little bit of money to work with but this is a common question how much do i have to spend on ads a basic rule of thumb is that you need to spend three times your average order value to even get any meaningful data that means if you're selling a product for 300 you may have to spend up to hundred dollars to actually validate the product but if you're selling a product for like fifty dollars you're only gonna have to spend 150.
The budget and schedule is also gonna depend on how many ad sets you create because if you could set up five ad sets at twenty dollars each that's going to be a hundred dollars for this tutorial we're only gonna set up one campaign one ad set and then three ads this is the simplest possible way and you can still get results for this tutorial i'm just gonna set my daily budget to a hundred dollars because i'm quite confident in the creative in the offer considering we're already selling it so now we're coming down to audiences this is where you can have a lot of fun but again it does add complexities when you're trying to do interest-based targeting i'm going to go into that in a little bit but for this we're actually going to do a broad audience so we've got the location as being australia 18 to 65.
There's really no targeting going on here this is giving me a potential reach of 20 million people which is actually quite optimal for facebook if i targeted the entire us it's going to be over 300 million people and that is going to be too broad you may need to use interest to scale that down so keep watching then we're going to come down to placements stop over complicating things don't click manual placement facebook knows best just keep it auto now we're going to go into the ad we obviously shot the content last week we're going to upload that you're going to select your instagram page and facebook page here if that's not linked you may need to go into your settings and make sure that it is there's lots of different ways that we can actually launch this creative so now we're going to create the ads we're going to unselect dynamic formats and creative and we're going to click single image or video this is going to allow us to upload our creatives we're going to add our video that we shot last week and we're also going to write our primary text headline and description if you don't know what this is you need to go to power ads bio any of the other tools that i've suggested or even go to your competitors ads library learn what they're writing just like your facebook video you need to make sure that your text is digestible on facebook what this often looks like is a hooky first sentence and then there's gaps in between their lines so it's very easy to read i'm just going to transfer some of our successful ad copy over i'm also going to make the call to action shop now next make sure you put in your exact website url the one that you've just set up the pixel on then we're just going to click publish and there you go it's that easy you've got your first ad set up while we are keeping this very simple with one campaign and one ad set we do want to add a few variations of ads this is especially if you are a beginner maybe you haven't exactly nailed the creative it's just going to increase your success that you're going to find something that facebook likes so we're just going to click duplicate and duplicate it in our existing campaign now all we need to really do is change over this content we can add a new video add a new image and even change the copy i would definitely suggest changing the name of this ad so you actually understand what's going on once you add this in basically facebook is going to start spending a bit of money across these ads and then it's going to designate which one it prefers that one's successfully published i'm just going to add one more ad to this ad set all right what's going to happen next is facebook's going to approve the ads providing that it's not against their terms and conditions then it's going to slowly start allocating that daily spend you want to start watching the actual data coming through facebook you're probably wondering what am i exactly looking for you need to understand your break even customer acquisition cost which is basically the profit margin left over after you've sent the product to the customer there's actually a lot of different stages of data that you can look at in facebook this will actually tell you if it's your creative that's not working your website that's not converting or your product just isn't right for facebook but for now at least you've got a campaign set up spending a little bit of budget and you might get a couple of sales so now we're going to go through a little bit more of an advanced setup basically we're going to find interest to target this is going to make the audiences smaller which may make facebook more efficient it'll also give us more insights going forward who to actually target one of the coolest ways to find interest to target is actually coming to your competitor's website i just use one of my brands for example basically you can come down into the comments section click on the person go to their profile and hit forward slash likes if they have any likes they'll all come up here you can do this 30 to 50 times and get the common interest that people are liking then we can go into facebook and target that or at least an affinity to that a lot of these interests won't actually be in the ad account you've just got to be patient or target something similar let's just take hocker11 for example probably not completely relevant for hair care but it should be fine for this video we're going to come back into our ad account what we're going to change is things on the ad account level we're going to change this ad set name as well because we're not going to be targeting abroad we're going to be targeting hawker one one we've got 20 million people here that's because we're targeting australia watch what happens when i target the united states over 260 million people even if we're targeting a hundred dollars a day we're still putting a lot of trust in facebook that it can find the right audience and 260 million people this can still work but we're just going to try to nudge it in the right direction with interests so i'm going to scroll down here into this detail targeting and i'm going to add that interest that i was talking about before it's shown up which is great you can see how it's now been narrowed down to 5.4 million people that's perfect we're going to keep all those existing ads and we're just going to click publish now we're going to have to repeat this a few times so we need to make sure that that budget isn't 100 otherwise we're going to spend way over what we're looking to we're going to change this to 20 and i'm gonna create five different interest targeting the next one for example i'm just going to use a more generic niche we're gonna click duplicate make sure this show existing reactions is ticked then you're gonna scroll down remove this hacker11 and you're just going to do something generic we've got hair products here that's absolutely fine super relevant you can see that this hasn't actually changed this is because there's this detailed targeting expansion here i'm just going to uncheck that and it's going to narrow it down to stay organized make sure you're changing this ad set name to the new interest this is going to help you understand which interests you should be targeting in the future and analyze your data so i'm just going to change this to hair products now you've noticed that you've got all your existing ad set up that's good we want all of the exact same post ids underneath here one thing i've noticed is that this can get very glitchy so i'm actually going to force facebook into picking these existing ids down here what that's going to do is make sure that all the budget is going to these three ads all the comments all the engagement it's really going to help sales so i'm going to come down here and i'm going to click on one of these ads and we can click use existing post now you can see that we've selected that exact post the post id is here which should match this one we can just click publish but i'm actually going to go through and do it with all the ads so we're going to go through and we're just going to click review and publish all of these ads the reason why i do this is because there is often this glitch where facebook will just automatically change the post id even though there hasn't been really anything changed now what i'll just do is duplicate this one and do three more interest if you're really struggling to find more interest you can actually just click suggestions and come in here facebook will have a lot for you don't be afraid to pick some really strange ones so that's how you add interest to your targeting if that was overwhelming it's okay facebook is trying to make their system simpler even if your plan is to hire someone to do all of this it is still really important that you understand how to do all of that and also read the data because then you can actually manage your team member that is doing this for you you can speak their language and hold them accountable to what they're doing hiring media buyers is probably the most frequent question that i get from business owners and often successful business owners and the truth is it is not easy i have no one cut rule for recommendations to summarize your options you've got upwork which can be really hit and miss you've got hire someone in-house which is often hard to find or you've got use an agency which can go terribly wrong my recommendations will be based on where you currently are if it's a brand new product and you're a single founder definitely do this yourself it's one of the most important parts of your business if you're a small or mid-sized business possibly like a retail store then you can probably consider running an agency but the truth is they're really dangerous a lot of them don't even know what they're doing and they'll just take your money anyway the best agencies will get so many clients that eventually they just kind of lose interest in you and will stop giving your business enough attention i thought it'd be helpful if i can give you some quick tips about how to hold these other agencies or upwork consultants accountable first and foremost you need to actually give them targets to hit if your agency says we've given you this many impressions this many likes this many video views they're hiding through vanity metrics it's not helping your business you need to understand what success looks like and then they need to achieve that what success probably looks like is sales you then need to give them return on ad spend or customer acquisition cost targets that they then need to hit the second really helpful thing is you can actually come into your ad account and check if there's been any activity you simply select a campaign and you come over here and you click see history you'll be able to see if they're actually logging in and checking your work the third red flag is probably if they're not requesting more content content is one of the most important inputs to making facebook ads work if they're not requesting more content then chances are they either don't care or they don't understand the importance of it which is a huge red flag you need to build positive feedback loops of content and then launching new interests or targeting finally if you're a more advanced facebook advertiser spending a fair bit on the platform and they're not layering traffic in cold and hot as well as doing some great retargeting they're probably not advanced enough for you and you should look at hiring a better agency or someone in-house as i've mentioned one of the main things that can make facebook ads not work is your website i'm going to do a full video on how to set up your shopify and how to optimize for conversion rate that'll be coming soon but for now thanks so much for joining me i hope you enjoyed the really simple tutorial we just went through and i'll see you next week make sure you subscribe 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