Facebook Ads

I've distilled down all the things you need to know in this video about running an effective

facebook instagram ad

moving into 2021 and it's all done with the new facebook ui

so it's really easy to follow along if

you're doing it today hey everybody my name is eric preston i

help other realtors and entrepreneurs

level up their business online mostly through social media and paid

advertising in this video i'm going to

break down a to z everything you need to know about

how to run effective facebook and

instagram ads so stay tuned if you're running your first

facebook ad moving into 2021 leave a

comment below and say facebook ads 2021

so i know you're new and if you have any

questions that's a great place to put

them as well

so let's get into this video all right

guys let's get into how to actually run

an effective facebook instagram ad

straight away so a couple basics before

we start because this is for beginners

is let's understand a little bit about

what ads are

and where they actually show up so when

you're placing an ad on facebook you're

entering into an

auction now this is really important to

understand you are bidding

on getting your ad in front of an

audience at any given time

so placing an ad you're bidding in an

auction to get your ad

showing up on people's news feeds or in

their stories or wherever you're placing

that ad

at any given point in time so your ad

will be more or more or less expensive

depending on what audience you're

actually trying to target

so for example in my business we target

realtors which

is naturally a very expensive audience

to target because there's a lot of

people targeting realtors

with ads now uh there's a lot of places

that are

really inexpensive to run ads like if

you were to run ads and say like

india for example your cost per view

your cost per click

is far far far lower than say in the

united states so it's just important

understand

that type of stuff but anyways um let's

talk about

where your ads actually show up when you

place an ad and what an ad looks like so

ads are going to show up in a number of

different places obviously you probably

know this

for example on the top right here these

are called sidebar ads okay

so you see these on the top right those

are sidebar ads now

most people ignore those okay we're all

conditioned to actually ignore the ads

on the right side of the screen

we've been seeing them our most of our

lives at this point so you generally

don't get a whole lot out of those but

they're cheaper

to put your ad there than say in the

news feed

which is one of the more common places

to put your ad which is right smack in

the middle of your view right so

one of the benefits of a news feed ad is

that

it's right where people are already

looking okay people aren't are really

looking on the right hand side they're

usually looking in the middle of the

screen so

um one thing i want to point out about

this ad which is really really important

and most of the ads we run are actually

like this so

the one thing you'll notice about this ad is that it's a very uh elongated image okay so

it's not quite square it's even a little

bit more than square we usually run our ads as square

and not not landscape view and the

reason that is is because

it takes out look how much space it

takes up on my screen

now i want to explain something in an

analogy here facebook ads are like

a highway okay and you're driving down a

highway as the consumer right

and facebook ads are like billboards on

the side of that highway okay

the only reason you're seeing those

billboards is because you're on that

specific highway

for no other reason other than people

might target you based on your interests

and other things like that and i'll show

you how to do this in this video

but it's important to understand that

highways are a distracting place imagine

yourself driving down the highway uh you got your

partner in the in the seat beside you

you got your kids screaming in the back you got the radio on uh there's a lot going on in this place in the news feed right there's a lot of things happening so ads

are kind of like billboards on the side

of the highway people didn't ask for them to be there it's different than google ads where google ads are more like a storefront you target people when they type something into google you put an ad out in front of them so there's usually a little more premeditation with google ads now

with facebook ads what that means is you

actually have to

really work to stop your audience from

doing whatever they're doing right you're trying to disrupt or interrupt whatever they're currently doing to take

action on your ad so one of the good

ways is to always use square images or even elongated images

uh like that like portrait images

because it actually takes up their whole screen and it makes them

less distracted so that's one thing to

note also

when you use a single image in your ad

anywhere i click on this ad

anywhere little corner i'm gonna go to

the link in that ad

which is the uh goal of this ad for the

hustle whatever it is i don't even know

what they're selling i haven't seen this

ad before but

sounds like it's targeting entrepreneurs

so uh it's a little bit targeted or it

must be

so anyway those are just a few types of

ads news feed ads sidebar ads

and then let's get into the place where

you actually run your ads which is a

facebook business page okay so

this is my facebook business page now a

couple things i want to talk to you

about about a facebook business page

and just explain the difference between

a personal profile and a business page

on a personal profile you have friends

right classic facebook

everyone has a profile on facebook you

have to have one to use facebook

with your profile you can create a page

a business page

that's what you're seeing here as a

business page now on a business page you

don't have friends

you have likes and you have followers

okay so people who like

and follow your page sometimes will see

your content okay now

depending on how the algorithm is

favoring you or not favoring you

uh you might actually get lower reach on

your business page when you're making

posts then on your personal page

but my point in telling you this is it's

just important to understand the

difference between the two because you

need a business page

to actually run ads so if you don't have

a business page you're not going to be

able to run ads okay

so that's really important now a couple

things when setting up your business

page that i just want to talk to you

about really quickly

when you're looking at your profile

image at the top here

you want to make sure that everything

important is actually in the middle

of the cover photo because what happens

is the edges of the cover photo

actually get cut off on the sides when

people look at it on their phone

now the reason that's important is

because you might not believe this but

over 80

of facebook's traffic is still mobile so

and that's only growing and almost 100

of instagram's traffic is mobile so

when you're running ads on facebook and

instagram people click into your page

when you're running ads

it's important that if you have

important information in your cover

photo that

they can actually see it and it's not

cut off on the edges so as you can see

here i have my name and all the

important stuff

smackdown in the middle another

important thing with your

uh when running ads is look at your

profile photo okay so

uh is your profile clear is it easy to

read if you have

text on it um a lot of people will go in

their profile photo here and they'll

put something like a bunch of text for

example and when you run an ad

that photo gets shrunk into this little

um this little avatar here and people

can't read it

so make sure whatever you have in your

profile image is just very clear and

obvious of what it is for you okay so

just wanted to cover some basics there

uh obviously make sure on your page you

have all the

relevant information um filled in

and we're good to go so anyway let's get

into creating an ad so

what you're going to want to do is in

the top right here you're going to hit

this create button

and then you're going to go add and if

you don't have a business page you'll

just hit

page okay pretty simple so click add and

it's going to take you into the back end

of facebook now i already actually have

this loaded up for you

it's going to prompt you here like it

will here with a little

you know create new campaign you can hit

cancel or you can go right into creating

your ad but i've just loaded up a

different ad account here for you

and what i'm going to show you is i want

to break down every part of this ads

manager just so you understand

it so this is the back end of facebook

if this looks really confusing it's

because it is

now this will get less and less

confusing over time i promise you that

and i hope this video will help really

help you understand every each

individual

aspect so there's really three parts to

any given ad okay

and by the way this is the ads manager

this is just one piece

of the whole back end of facebook if you

go into business tools on the right here

you'll see there's

all these other sections back here and

i'm not going to get into all of those

right now but just to give a quick

summary

your ads run through your ads manager if

you want to install a pixel

and track people who go to your website

you go to events manager if you want to

create

audiences of different people that you

run ads to you go to audiences

and there's a whole bunch of other

sections in here but for this video

we're just going to stay in the ads

manager and how to run actual ads okay

so there's three parts to any given ad

okay there's the campaign the ad set

and the ad okay now the campaign you'll

see these tabs here campaign ad set ad

right

so the campaign is more or less

your goal or objective so what are you

trying to accomplish with this ad

are you trying to drive traffic to your

website are you trying to get people to

convert into a lead on your website

are you trying to get people to buy

something on your website right

are you trying to get people to message

you are you trying to get people to

attend an event

uh or say that they're interested on a

facebook event there's a lot of stuff

you can do with ads

so it's important to understand what

your actual goal is and what you want

first so that's your campaign more or

less

your ad set is all your targeting and

your optimization so you know where's

our ad showing up is it showing up in

the news feed is it showing up on the

sidebar

is it showing up in stories your ad set

is where you can select your budget you

can do your budget at the campaign or ad

set level these days but

you set your budget you set your

location you set

all your optimization features all that

kind of stuff is in the ad set that's

the most complicated

part is the ad set then the ad is very

simply

the actual ad itself so what copy are

you using what image or

video are you using what is your call to

action button or your headline

that all lives in the ad so if you want

to actually just go

and create an ad you're just going to

hit this create button here on the left

it's big

and green it may move places they like

to move it around sometimes but it'll

always be big and green

so this is the new user interface okay

i'm taking you through the process with

the new ui

some of this you might have watched

videos in the past which are using the

old user interface this is the new one

so it should be a little more clear for

you now

um in the campaign we're gonna go create

new campaign

or if you want to use an old campaign

that you've already used you select use

existing and you can actually just

select it

and then go into your creating your ad

set in your ad but i'm going to create a

new campaign so

things to consider here okay again what

is your objective or your goal

now um feel free to obviously take notes

but i just want you to follow along and

understand every pro

part of the process and then you can go

back and rewatch parts of this video

so what is your goal if your goal is

just to send traffic to your website

choose traffic but i don't usually

recommend that that's kind of a weak way

to go about creating an

ad because if you're just trying to

generate traffic like

you got to have something more than that

okay if your goal is engagement select

engagement because

it's important to understand whatever

you select here will actually

change all of your options thereafter uh

in the rest of the ad creation process

okay so if you choose engagement it'll

give you different optimization

strategies to try to get people to

engage with you for example to like your

page

or to comment on the post and engage

with the post itself right

so if you just want an engaging you're

trying to get a viral post

you can choose engagement another thing

you do with engagement is you choose for

events

if you're running an ad for event you

choose engagement and then

you would click down here event

responses if you want page likes you'd

click

page likes because it'll put a call to

action on your ad

for page likes okay if you want post

engagement like i said comments and

stuff choose engagement

and if for an event you'll have to

actually select the event in the later

part of the ad creation process so

you're going to want to make sure you

have that event ready to go

if you're doing video views if you're

running a video ad and you just want to

get as many views on that video as

possible then

choose video views it's going to give

you different optimizations for video

views

if you want to generate leads directly

on facebook

choose lead generation now the reason

you're going to want to do this is

because and i'm going to show you later

in the video

where you actually find your leads but

with lead generation ads on facebook the

best part about them

is when people click on your ad it'll

actually pop up with a little lead

generation form

and facebook will pre-fill it with their

correct information

they just have to hit submit so if

you're trying to get leads lead

generation ads will generally net you

the lowest

cost of lead right as opposed to the

alternative which is usually you would

select a conversion objective

which means conversions you want to send

them somewhere else like your website

to get them to convert into something

maybe a purchase or a lead

or something like that so generally

that's what you do is run conversion ads

for like e-commerce for like real estate

for most things

but if you want to collect the leads on

facebook you can do

a lead generation ad now the only

downside to this is you have to somehow

extract those leads from facebook

and you would do this by using a tool

called zapier

now it's it's 20 a month to actually use

the facebook ads tool with zapier

but then you can connect your facebook

ads

to your crm so that when you get a lead

it'll actually shoot from facebook into

your crm

because if you don't do that you're just

gonna have to download all your leads

manually and it's not really an

effective

lead generation strategy when you're

doing it all manually with online

marketing

everything or as much as possible should

be automated

now last one here is messages with

messages there'll be a call to action

send message and it'll actually pop up a

messenger window right away

so that people can message your business

so it's just really important to

understand

what your objective is because whatever

you select here

will actually change all of your options

thereafter so i'm just going to show you

a type of ad that we might run

and the most common ad you're going to

run is is a conversion ad because

generally when you're doing some kind of

advertising

you're going to want to actually do

conversions because

it's going to track in the ads manager

which and this is really important

versus traffic i can't stress this

enough

if you run a traffic ad and you want

people to actually make purchases on

your website

you won't be able to tell which ad

generated those purchases

but if you do conversions and you'll see

on the side of the screen here just if

you look on the right you'll see

purchases is a column on the far right

here and it'll show me how many people

have made purchases

in this time period and it'll show me on

each campaign and each individual ad

so that means you can actually track

which ads are working

because by using conversions now using

conversions you have to

actually install a facebook pixel to use

the conversion objective

and i'll link to that here i have a

video on how to do that so if you

haven't done that already that's a good

video to check out but

um conversion ads will be the most

common type of ad you will run so let's

check

select conversions and then we'll go

continue okay now you can use whatever

naming convention makes sense to you

um for me if i was doing uh

we run a webinar funnel to sell our

online course so if i did webinar

conversions for example so

um let's go into what so now we're in

the actual

campaign details here so there's a few

things you can do with the campaign one

special ad category so ask yourself this

question

are you creating an ad for a credit

employment

housing or social issue for real estate

we have to select housing if we're

marketing a housing opportunity

for employment you have to select

employment and for any financial

opportunity you have to select credit

um any election stuff will generally get

disapproved unless your approved

election

based advertiser you have to get

approved for that so

what special ad categories are is they

actually limit how much targeting you

can do with your facebook ad

so if you need to select one of these

for your ad

if you're like an ecommerce store or

whatever don't worry about this

but if you have to select this it'll

limit your targeting you can't target by

age

by gender you're limited in location and

you can't target

by a lot of interest-based targeting as

well so um

i'll just leave it at that for this i'm

just going to put special

ad category off so i can actually show

you every aspect of the ads manager

if you want to do a a b test this is

where you do it

so how you generally do an a b test is

you're essentially testing two or three

ads side by side to see which one

performs

better it's a good idea if you're

investing a lot in facebook ads

and you want to set a really good

concrete strategy in place

and generally how you do that is you'd

run the same ad three times with

different photos

or different videos then you'd add

whatever wins whichever one

it performs better you would take that

winning photo and you'd use three

different pieces of copy

and call to actions and stuff like that

and you test those and whichever one of

those won

then you'd go in and you take that ad

that's your winning ad and then you'd

start testing your audiences

so you start testing different interest

targeting metrics different look-alike

audiences all that kind of stuff so

i'm not going to get into that now but

just so you know what that is

then you can do something called cbo

which is campaign budget optimization

you can turn this on if you want to set

your budget at the campaign level

if you want to control your budgets more

strictly you can set it at the ad set

level in the next stage

so if you had two audiences and you

wanted to say you were targeting canada

and the us and you want to spend 80

in the us and 20 on canada you'd

probably want to do an ad set

budget optimization and turn this off so

that you can control how much you spend

in each uh with each audience so anyways

let's get hit the next button down here

and we'll keep moving uh so now you're

gonna name your ad set so

for example my ad set might look like uh

realtors

us canada realtors for my ad

um for example now what we're gonna do

next is we're gonna actually select the

conversion event so this is important to

consider okay

now our conversion event location for us

is our website

you can actually use messenger

objectives too if you want to send

people to messenger but

a lot of you aren't going to be able to

aren't going to be doing that so i'm

just going to show you website

and this is where you have to select

your pixel that you should have

installed so

i'm going to select my pixel and then

i'm going to choose the and this will

happen when you set up your pixel and

i'll show you in that other video i link

then i'm going to select my event now i

have events set up so

one event i have is complete

registration so complete registration is

basically a lead

so what this is doing is it's telling

facebook that this is the event i want

you to optimize for

so when you find someone who takes this

action go find more people like that

that's what you're telling the algorithm

by setting up a conversion ad

and telling the algorithm what you want

okay it's really important

couple things you can do here i know

this is for beginners but i'm gonna go

into detail about every part of this so

you have a full comprehensive

understanding

you're gonna see on the right hand side

audience definition okay

now that's gonna say potential reach and

it's gonna say however many facebook

users there are in your country

so if you're in the u.s it'll say 230

million

if you're in canada it'll say 26 million

uh so

that's because facebook's going to

default to targeting your entire country

now um essentially what it's going to do

is tell you some estimated daily results

now this is based on your targeting and

your

budget and all that kind of stuff and

this is going to change as we go through

and we narrow down our audience okay

now one thing to consider is there's an

option of split testing like

like i told you about but there's a

newer option that a lot of people don't

know about which is called dynamic

creative

if i turn on dynamic creative it'll

actually

allow me to put in my ad when we get to

the next step

multiple headlines multiple photos

multiple pieces

of copy and facebook will automatically

test all of those ads against one

another

and optimize so that's a good option if

you are running an ad and you want a

split test but you don't want to go

through the process of actually split

testing ads

you can just start off with a dynamic

creative ad and see which

combination of text and image and call

to action work the best

so that's a really good option i'm just

going to turn that off for now for

simplicity though

now next we're going to go into our

budget and our schedule so there's two

options with your budget you can do a

daily budget or a lifetime budget

daily budget means you'll spend x amount

per day lifetime budget

means you get to set an end date to your

ad so i could spend 350

for this month it'll often pop up if

you're going slow like me this start

dated in the past just click reset to

today

so basically lifetime would be good for

like events stuff like that so you have

an event in two weeks and you have a

thousand dollar budget to market it

set a lifetime budget and stop the ad at

the start of the event right make sense

or the day before whatever makes sense

for your event

for me we run evergreen ads meaning we

run them pretty much all the time

so i'm actually going to just do a daily

budget

and i'm going to choose say 20 and

that's really it for budget really

really simple now we get into the really

interesting part which is your audience

okay so

if you've created an audience in the

past you can use a saved audience

so you'll see here we have um tons of

them

uh but what you're going to want to do

is just create a new audience and if you

have a custom audience now i know this

is for beginners

but there's something called custom

audiences now custom audiences is where

you'd go into the audience section to

create them

so you go over to the left you go into

audiences and custom audiences

are mostly for retargeting so you can

actually create an audience so say a

custom audience

of say um people who

visited or engaged with my instagram

account in the past 365 days so if

you've connected your instagram account

you can actually run an ad just to

people who've engaged with your

instagram account

or visited your profile pretty cool

stuff

so this is like retargeting you can do

it with your facebook page too you can

do it with

people who watched uh you can choose a

video like

people who watch three seconds of your

video and i can take this any given

video

and then i can run an ad to people

who've watched that video now

i know this is for beginners so i'm not

going to get a lot into retargeting but

that's custom audiences

most of you won't be using that if

you're running your first ad but it's

there for you later

now next thing we're going to do is

we're going to select where we want to

actually run our ad in the location

so i'm going to run my ad usually i'll

do the united states and canada

because our real estate markets are so

similar that um

and they're pretty much the exact same

that our services work for

any agent in the us and canada and even

like australia

um and new zealand the uk is a bit

different but

you can select whatever locations you

want to select

and you can also exclude locations so if

you wanted to exclude say

washington for example you could do all

of the us

except washington now i love washington

so i don't know why you do that

but if you are there's some tax reason

that you're not doing it for e-commerce

or whatever

you can exclude certain states you can

exclude certain

um places certain countries if you're

targeting worldwide which you can do

you could target worldwide and then you

could exclude

sorry include worldwide and then you

could exclude

certain countries that you don't want to

target like

places where you know reach is really

cheap but you get a lot of fake clicks

and you don't have a buying opportunity

like if you're selling an expensive

american product

like you're probably not going to run

your ad in some countries that can't

afford it right

and you might not ship to every country

so that's really up to you is

to decide where you actually want to run

your ad so for the purposes of me i'm

just going to choose canada in the

united states

and then we'll move to the actual

targeting so first you're going to

select your age now you can do whatever

age you want

really up to you for us we find 30 plus

with our services work better generally

those are realtors who are a little

further in their career and actually

have some money to invest

into themselves and they're not young

savvy tech people

who might be able to figure this stuff

out on their own um

genders like my partner runs a like a

period underwear company

uh so she obviously just targets women

makes sense right

uh now what you're gonna do oh one thing

i forgot to mention in uh

locations this is really important

actually so what you can do is people

living in this location or living in

or recently in this location okay

or you can actually do just people

traveling in this location so

this will mean if you're targeting like

around a city for example

so say you're targeting where i am which

is vancouver you could actually target

just

people traveling in that location if you

have a specific product

uh travel product related to that uh

tourist product rather

you can also do just people who live

there so for real estate oftentimes

we're doing just people who live in the

location because we want to target

homeowners and stuff like that

so there are location options for that

anyways

um let's get into the detailed targeting

here because this is where things get

really interesting now this is the power

of facebook and all the data that they

have

okay so i'm just gonna break this down

for you as best as i can

now say i was selling a home and and we

can't do this with real estate because

of the special ad category anymore

but i'm gonna give you an example of

what i used to do just to um

help explain how detailed targeting

works so if you hit browse here

uh there's a few different categorized

categories that you can use

uh so one is demographics so this is

information about people

you know what is their education level

right um

what is their household income this is

only data that's available in the u.s

now this is just for zip codes so like

wealthier and not as wealthy zip codes

right

what about are they a parent you know

you can actually target

parents with children of specific ages

so this is great for companies that are

marketing

to parents who have kids of a specific

age like say if you're

you're running ads for diapers like you

probably

want to know your ads just going to

target parents who have newborns like

that's a great thing that facebook can

do now think of it this way you're

probably wondering how does facebook

know all this well

facebook knows this in a number of ways

in the past they used to use data mining

companies

and they've recently stopped doing that

not so recently like a year and a bit

ago

stopped actually doing that and that's

where the special ad category came from

was

this big uproar around like facebook has

too much data and people are misusing it

right

however think of this how many people do

you know

that didn't make a post about their baby

on social media

or their pregnancy or their wedding

or their proposal right these are things

people post constantly and

facebook's algorithm can detect and read

this stuff

and they can also do this by the

behavior you emit online

so if you're in newborn or new moms a

new moms group or a new dad's group or

whatever

facebook can tell that you're a parent

and they can generally tell by your

purchasing behavior and your other

behavior online

how old your kids are so it's a little

creepy yes

but if you're an advertiser it works in

your advantage

now the second thing outside of

demographics is interest so

interests are based on actions you take

on facebook itself

okay so for example if you want to

target someone in

uh interested in advertising right

so this says people who have expressed

interest or like pages related to

advertising okay

if you want to do banking or

construction

uh people who have expressed interest or

like pages related to construction

now the reason i'm showing you that is

because it's important to understand

what interest targeting means

interest targeting people get this

confused does not mean everyone in that

audience is actually interested in that

thing it really doesn't

so what it actually means instead is

that

those people have liked or expressed

interest

in that subject online so they like a

page related to

construction or they follow someone

who is big in construction something

like that or they've done some searches

or joined some

groups about home improvement or

construction

now home improvement would probably be a

different one so that's interest and

actually behaviors as well

is basically the pages people follow and

the things people are interested in is

interest and then behaviors

is the things people actually do so like

the devices they use

digital activities like the operating

system they use all this kind of stuff

you can actually use to target people

now i don't want to make this too

confusing okay

so let's say i was selling a home with a

beautiful wine cellar

now i actually had this happen and i'm

running an open house for that home

who do i want to target well i probably

want to target people that are

interested in

wine right because this home one of the

biggest characteristics of it was it was

in wine country

but it also had this massive beautiful

wine cellar now i can't imagine

someone paying a premium for that

property if they weren't really

interested in having a big wine cellar

so what i could do is i can actually

just search in here

for wine wine pops up as an interest

right

now obviously there's a lot of people

who are interested in wine but when you

geo

geo target effectively so i'll show you

where i was targeting so this listing

um was in kelowna now the kelowna is

known for

being a wine country that's where a lot

of the wine is produced in western

canada

so i want to target people who have

expressed interest in wine now that's

going to be a lot of people in this area

but

what it means is these are people who

follow things like the wine enthusiast

and they follow like other

say pages or organizations that are

about wine maybe some sommeliers and

things like that so i can actually

target with my

open house ad just people who are

interested in wine now this is just a

metaphor for what you might do with your

specific ad so

for example my partner runs the peer

underwear company she

it's a very green product so they can

actually target people who are

interested in like

sustainability and things like that

so these are people that follow maybe

like greenpeace and other

companies like that now i'm just using

these as an example for you to actually

help you narrow down your audience now

one thing you want to note as well is

that you

sometimes at first you don't want to get

too too too narrow

with your targeting but if you do get

too narrow facebook will generally tell

you what your potential reach is and if

you're being too narrow or too broad

okay so i'm just going to go back and

i'm going to put in

canada here again and the u.s just to

show you

um because this might be more relevant

for more people so

if i want to target people who are

interested in wine okay my potential

reach here is 180 million people it's

most people are interested in wine of

some magnitude

so what you can do with interest is you

can

add to this so you might want to do wine

and beer

okay so now people who are interested in

beer and wine

now you want to do people who are

interested in cars for example

very very broad interests okay so

basically you might want to narrow that

down by like wine and wine tasting for

example

get rid of beer now obviously wine is a

very broad

thing to be interested in a lot of

people are going to be interested

naturally in wine we live in north

america

for example so there's many many things

you can go in here and do

now another thing would be you could do

parents like i said

so if i wanted to target just parents

you'll see

that normally what will happen is your

audience here your your reach will

actually get

narrowed a lot now the reason it's not

getting narrowed right now and this is

an important point is because you have

detailed targeting expansion on down

here which will be on by default

so if i take this off now what detailed

targeting expansion is

is it'll reach people beyond your stated

interests or characteristics that you're

trying to target

now what that's saying is it's allowing

facebook to go outside of the things

you're telling it to target

if it deems it'll be of better value to

you

so if you keep that on your potential

reach will mostly always stay the same

okay but if you take that off then it'll

actually show you the real reach of

people in those audiences

so parents and people who are interested

in wine is about

83 million people okay if i just did

wine

it's 51 million people okay so now this

is an important point if i do

wine and parents so say for example

using this

example i was using about the open house

if i wanted to target

people who like wine and people who are

parents i wouldn't run an ad like this

and i'll tell you why

now i might want to do that because that

property was like a four bedroom house

it was really big

and it would be suitable for someone who

has children and who likes wine okay

so what this means is either

are a parent or are interested in wine

so this means they're they have to be

one or the other

or both it means they're they're either

apparent or they've expressed interest

in wine somewhere online now

if you want it to be and so you'll see

that it went from 51 million to 83

million

if you want it to be end meaning i want

them to be parents

they have to be parents and they have to

be interested in wine as well

you can click narrow audience so you

don't just add another factor in here

because that does parents

or wine if i want to narrow the audience

now i'll put wine in here and look at

our audience it went down from 83 000 to

83 million to 15 million so now i'm just

targeting people

who are parents and who like wine so now

i'm getting more specific

then you could even throw in some some

new things and narrow further

and you could say oh they might they

have to uh like beer as well

and then they go from 50 million to 8.9

billion so they got to be a wine snob

and a beer snob

and have kids now obviously this doesn't

necessarily make sense

um um in this context but

i just want to show you an example to

show you how this works because if you

add them the same section it's going to

parents or wine and if you click narrow

it's going to be parents

and wine they have to fit both criteria

you can also exclude people

so if you want to hit that exclude

button then you could exclude people who

like beer because hey

we don't like people who like beer we

only want to deal with wine

wino so anyway now we're down to 6

million people because we excluded right

anyways i hope that helps you understand

how um

this feature actually works and if you

want to use detailed targeting expansion

if you're getting really specific i

wouldn't

like for this example if i'm running an

open house to parents

who are interested in wine then i

wouldn't want to actually turn detailed

targeting expansion on

because i want that audience to be very

very specific so

now that's basically how you do your

targeting in facebook

what you can do as well if you're going

to reuse this audience you can click the

save button

and then you can just name the audience

whatever it may be so you could do

us canada parents wine lovers now this

will be really relevant for

anyone doing and you can add a bunch of

stuff in here so you could put like

they must be a parent and they either

must be interested in wine or beer so

they must be a

alcohol loving parent uh-oh so

then we're at 21 million so you could do

it both ways you could say they must be

a parent

as long as they're interested in either

beer or wine or you could just say

wine okay so then i could save this

audience and say you know wine loving

parents in the u.s and canada

done and then i can reuse it next time

and how you'd reuse it next time

is you go back up here and you do use

saved audience and then

you would actually select your saved

audience from there okay really really

simple

so that's the really fun part um now

next we're going to go into

placement so placements are essentially

where your ads going to show up on

facebook

or instagram now what you're going to

want to do

is generally leave it to automatic

unless you are a more advanced user

and you have specific places you want to

put your ad like i run

ads on instagram stories only and i make

videos for instagram stories

specifically okay

so um if you're just running a photo ad

generally you want to use a square image

and that'll work well on a bunch of

different placements

but there's a number of places your ad

can show up so if i select multiple

you'll see the platforms that facebook

uses so facebook

instagram audience network and messenger

okay

now facebook there's many places your ad

can show up the news feed

so this is feeds marketplace the video

feeds the right column

on stories there's instagram stories

facebook stories and messenger stories

uh and then there's some more

complicated ones so there's like search

results

uh there's in articles so in an actual

article an instant article that's popped

up on facebook

and then the last one is apps and sites

now i want to explain this to you a

little bit because

what the audience network is is a group

of apps and businesses that facebook has

partnered with to show ads on those

platforms okay

so generally i would deselect the

audience network

the reason is is you have no control

over how your ads gonna look on the

audience network

and generally your ad winds up in think

of this

any app that you log into facebook with

generally

your ads if you select audience network

can show up on those apps

so if you don't want your ads showing up

on tinder for example

you might not want to select audience

network now it just depends on what type

of thing you're selling

some people don't care the audience

network is generally cheaper to

advertise on

but i generally deselect it a good place

to put your ads is just on facebook

instagram and messenger

and kind of for most people you can

leave it unless you're doing

something really really specific like

again a story ad you would actually

deselect

everything but just the stories right if

you were doing like

you know a square image and you were

doing a clickable image and you didn't

want to do stories you could deselect

stories so

i'll leave that up to you but for all

intensive purposes for most people

if that's confusing to you just leave it

at automatic and let

facebook optimize your ad for you okay

so that's mostly what you need to know

in terms of

the ad set and getting your ad out there

in the most effective way okay so

that is pretty much everything you need

to know in terms of

the ad set now that's where you're going

to spend most your time is on your

targeting now i just went through every

aspect of this to show you

how it all works so that you can use

your best judgment and hopefully that

gives you the tools you need

to go through this confidently now we're

going to move on to our

ad okay now i'm going to hit the next

button and then what we're going to do

is we're actually going to create

our ad so i might name this ad

say we were going to do um photo ad

v1 for example so i usually split test

with a bunch of different images

for my ad in order to get in front of my

audience and try to hook them into

actually taking action because what i'm

teaching

in my product is actually really

valuable and i want to get it out to the

world

my problem in my business and every

business will have their own problems

is that there's so many people selling

to realtors

and so many of them don't actually know

what they're doing fortunately i have

the benefit of actually

being a realtor and providing a product

that people love

um when they actually take action on it

so um i

just have to find a way to communicate

that to my audience okay so i have a

number of photos that i'll use for my

ads and i'll just give you an example of

one i use

here and i'll show you how i go about

creating the ad

so number one you're going to select

your facebook page okay so for me i'm

going to select my eric preston facebook

page

and then i'm going to select my

instagram account which i've connected

to it

which is at eric b preston if you want

to give me a follow

feel free to follow me on instagram and

as always guys if you're enjoying this

content i'll just stop and say this

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