how do facebook ads work 2021

NEW Facebook Ads Tutorial for Beginners in 2023 – FULL FREE COURSE

On-screen right now, I'll teach you how to  step-by-step set up a solid Facebook ads from  ,scratch, and when we do this correctly it'll mean  a new ongoing stream of revenue for you and your  ,business. But...how am I so sure that Facebook  Ads still works? If you just take a look right now  ,on-screen, if I go to the Facebook Report Third  Quarter 2021 Results and yearly financial results  ,they're still seeing year on year growth on their  active user base and advertising revenue so taking  ,a quick look at the ad revenue right here you  can see that there is tremendous year-on-year  ,growth and there's no sign of slowing down yet and  there are almost 2 billion active users every day  ,that we can still reach and let's not forget this  also includes instagram so this is the reason why  ,myself and the team are spending tens of thousands  of dollars every month on facebook and instagram  ,ads across our businesses with a pretty decent  return to this day although lots has changed  ,with the facebook ads since my days working as a  digital marketing manager in the corporate world  ,so let's go ahead and get stuck into the tutorial  see what's different and see how we can still set  ,up great facebook ads and by the way drop a like  and subscribe if you find today's video useful  ,it's always appreciated so the absolute very first  thing you want to do if you don't already have an  ,account is head onto the url business.facebook.com  and then you want to create a new business account  ,first you need to log into your facebook account  and then create a new business account so once you  ,have that done you're going to head on to facebook  business manager this is a fresh account so we can  ,follow along here and this is your ads manager  account and we want to familiarize ourselves with  ,how to navigate this interface so firstly we have  the campaign section so the campaign section and  ,the campaign view is where we get an overview of  everything that's happening all the ads that we're  ,going to set up then the ad sets is the ads the  ads underneath the campaign and then finally you  ,have the ads itself underneath ad sets so it sort  of trickles down and we have a flow on effect from  ,campaigns to ad sets to ads the campaign structure  is very important and i'll mention more about that  ,in a moment we also have the column section and  this is very important in analyzing our ads our  ,performance and getting more detail from all our  campaigns then we also have the breakdown effect  ,so this breakdown column is essentially  giving you again more detail about the ads  ,and more efficiently viewing our data so data  is very important when it comes to facebook ads  ,and then finally you have reports where you can  generate reports and customer reports and then in  ,this section here once we create ads you'll start  to familiarize yourself with the data fields and  ,this is where you're going to see all the ad names  the delivery types the bid strategy the budget and  ,all the other statistics that we need to know when  it comes to facebook ads now just before we create  ,an ad together the second thing you want to do  is competitor research and we want to run some  ,competitor research because we want to understand  what a good ad looks like in your business and  ,find out some competitors and what they're doing  in with their ads so one of my favorite tools is  ,the facebook ad library and it's literally  that it's a library of ads that we can see  ,you can reach this page on facebook.com forward  slash ads forward slash library but taking a look  ,here you can set let's set this to all so it's a  global and then we can start to find and click all  ,ads and then we can start to find examples of  great ads let's just say we're running ads for  ,phone cases an iphone case so all we need to do  here is type in iphone cases and then click enter  ,and then we can start to see different ads for  phone cases iphone cases specifically and now the  ,best way to do this is to find competitor brands  brainstorm competitor brands within your niche and  ,find them directly in the facebook ad library so  this is a great way initially just to use generic  ,terms like iphone cases to find very generic ads  they may or may not be performing well but it  ,gives you a few ideas of what is and maybe isn't  working well and some ideas for creative and and  ,ad copy and all of that good stuff but the best  way to do this is again to find your competitors  ,so in this case let's type in pure cases i think  it was the first yep it's this one here i believe  ,so i know this is a great iphone case brand and  so we can directly look at their ads and see what  ,they're doing well and a great way to find out the  ads that are working for them even though we can't  ,exactly see all the data and all the performance  data we i usually like to scroll all the way down  ,uh to their oldest ads because if their  oldest ads are still running it's usually a  ,good indicator that those ads are performing well  for them so their oldest ads are in august 2021  ,and so i like to take a look and click see our  details and just take a overall look at what  ,they're doing you know where where the ad directs  to and what the landing page looks like so again  ,this is a great way uh looking at competitor  competitors and getting a good idea of your  ,ads i think this is one of the best ways to start  especially if you're new to facebook ads or you're  ,still a beginner it's to do competitor research  and just get some ideas from there the second  ,tool i want to mention before we jump in actually  create some ads is a new tool actually called um  ,campaign ideas generator now this is a tool  that you can reach at facebook.com forward slash  ,business forward slash campaign ideas generator by  the way i'll leave all the links down below just  ,so it's easier for you all to access but with this  tool this is a relatively new tool to get campaign  ,ideas you know if you don't know what type of  campaigns to run this is a great way to start  ,it is very generic though just be wary of that so  all you need to do is say i have a pick your niche  ,let's say you're in consumer goods let's just say  and then i would like like campaign suggestions  ,for you know a specific event or a specific time  in the year let's just say easter in this case  ,and get campaign ideas and what facebook will  do is it'll troll through all its campaign data  ,and give you suggestions for some campaign ideas  it will even give you ready to go ads so you can  ,start to see hey what might work well you can  also download the jpegs and images and start  ,using them as creative don't recommend that though  you want to create your own creative and images so  ,just be wary of that but again it's just a good  place to start because i know a lot of people  ,they're unsure of where to start when it comes  to facebook ads and can be pretty overwhelming so  ,those are the two tools that i recommend that are  directly from facebook themselves now moving on to  ,actually creating the ad itself let's jump back  into our ads manager so this is a brand new ads  ,manager and let's create an ad together the very  first thing you want to do is click on the big  ,green button click create and depending on if you  have a new ad account you may get this warning  ,message as well nothing to be worried about  you can go complete your account setup later on  ,but now first thing you want to do is create a  campaign objective depending on your goal you may  ,want to go with any one of these really depending  on what you're selling and what your objective is  ,but in any case probably the most two common  objectives right here is of course conversions  ,traffic and engagement i'm going to go set up  a conversions ad just so we can push sales but  ,this is very broad it really does depend  on what type of business you are running  ,and if you have any questions just leave them  in the comments below i'll try to get to as  ,many as i can let's go with conversions in this  case and then you want to make sure that you  ,name your campaign you can just name  your campaign first off don't worry  ,about the ad set and add we can get to that  later and so i like to have a parameter  ,where i just have the campaign goal so conversion  let's just say and then let's say iphone case  ,and let's just also have the date in here now  this is going to be very dependent on again how  ,you want to structure your naming conventions but  keep it simple and let's click continue now we are  ,in the overview of the campaign we're going to  continue special ad categories usually doesn't  ,apply to us unless you're in credit employment  housing or social issues and then with campaign  ,details buying type auction just leave it at that  conversions we just picked that clicks show more  ,options and campaign spending limit if you have  a particular budget limit enter it in now okay so  ,you might have a limit of 500 max and so this is  a good time to add it on the campaign level if you  ,have a very particular budget now with a b split  test what does this mean this basically means  ,that you're able to split test multiple variants  of the ad so let's just say you want to test to  ,serve the ad to two very different audiences or  you have two very different ads you can go ahead  ,and click and turn this on i actually do recommend  turning this on so i'm going to go ahead and turn  ,this on particularly because this is a brand  new ad and then campaign budget optimization  ,otherwise known as cbo i highly recommend turning  this on nowadays this was a feature introduced  ,back in 2019 they've optimized it and it's now a  great feature that i highly recommend you turn on  ,and now finally the campaign budget daily  budget or lifetime budget is a common question  ,let's say if you are just testing a new product  testing a new ad i do recommend a uh daily budget  ,not a lifetime budget lifetime budget you do  get access to more tools but that's usually more  ,advanced we don't need to go into that today so i  typically go with daily budget and just obviously  ,budget out your uh overall budget for the  ads so let's say you want to spend 100  ,and you're spending five dollars that means  you can only run this ad for 10 days just be  ,wary of that so keep an eye on your budget spend  your ad spend every single day when you launch  ,new ads a campaign bid strategy that's more  advanced let's go with lower cost for now  ,particularly if this is your new if this is a new  ad and ad scheduling we can't edit that because  ,we need to change the campaign budget type but  again that doesn't matter just focus on how much  ,you want to spend per day and my recommendation  here is of obviously go with your own budget  ,but if you're testing a new product it's okay to  go with a fairly low budget you know five to ten  ,fifteen twenty dollars that's 25 so let's stick  with ten dollars here and click next now we are in  ,the ad set level which is underneath the campaign  level and underneath the adset level we have the  ,ad level but first we need to set up the ad set  level so this is where we go manage targeting  ,we manage optimization and delivery and we  optimize the budget and scheduling and audiences  ,demographics etc etc so let's start the very top  first make sure that you have an ad set name again  ,this totally is subjective and it depends on  how you want to set up your naming conventions  ,i'm going to leave it as a default for now but  typically as my two cents obviously describe the  ,type of targeting that you want to go with and  the type of product that you're testing here so  ,next thing conversion event location where is the  actual conversion happening so conversion as in  ,what is the action that you want your customers  to take on this case if we're selling something  ,online it's obviously on the website that's  where the sales happen so i'm going to stick  ,with the website if you haven't already created  a facebook pixel you can either create that now  ,or you can create that later i'm going to  create this later in this video so hold on  ,for uh hold on on the pixel for now if you already  already have one set up that's totally great  ,but let's move on for now dynamic creative let's  leave that off we don't want dynamic creative just  ,yet especially if we're testing new ads and then  we've already sort of managed the optimization  ,delivery and the budget and schedule so with  a start date what i like to do is start the  ,ad actually the following day just to make  sure that everything is reviewed by facebook  ,correctly before it actually goes live and that  you can make any amendments just in case before  ,it actually goes live so i usually pick it i pick  it to go live the day after uh the current day  ,that we're sending this ad on and then set an  end date this is completely up to you i typically  ,don't like setting an end date especially if it's  a brand new ad i like to analyze it every day  ,see how it's going adjust the budget optimize  the ad um and if it really needs to be killed  ,off then i'll kill it off manually or in other  words killing i know killing sounds pretty intense  ,but in other words just end the ad so i don't like  having an end date right here now the audience  ,targeting this is so extremely important so with  the audience and targeting i like to go very broad  ,nowadays because facebook's algorithm has improved  so much over the last few years you can go super  ,broad especially if we're going with cbo campaign  budget optimization we can go broad and facebook  ,will hone in on the people that are more likely to  buy on instagram facebook etc etc so in this case  ,i'm just going to type in iphone cases and keep  it very very broad and there is obviously a lot  ,of different targeting strategies right uh  in this case let's pick uh owns the iphone,let's just type in phones actually,so let's just type in mobile phones so there is a  lot of different targeting strategies that we can  ,approach this with but when we're testing we want  to go broad and this section here the audience  ,definition has actually changed where it used  to be potential reach it's now called estimate  ,estimated audience size but if you're using cbo  which i recommend you do don't be afraid to go  ,broad so you can see here if i zoom in right here  the audience selection is currently fairly broad  ,that's totally okay i actually recommend going  broad rather than specific when you're starting  ,a brand new ad campaign that's not retargeting  then it's best to avoid being overly specific  ,with your placements so i know the estimated  audience size is huge right now typically i  ,like to go define further and then go with you  know something that's relevant to the product  ,again so it's sort of a venn diagram overlap  let's click iphone and we've unniched it down  ,a little bit more this is totally fine i won't  get too into the targeting audience now because  ,facebook's algorithm again like i mentioned has  improved so much it's totally okay to go a bit  ,more broad than usual so languages i typically  like to input english all again if unless you're  ,targeting chinese speaking individuals or russian  speaking individuals for whatever reason otherwise  ,go with english or and with placements now auto  placement is fine for beginners it is also fine  ,for honing in when you're first finding your ideal  audiences but i still do highly recommend that  ,you go with manual placements this gives you more  control of where the ad is placed whether you just  ,want it on facebook whether you just want it on  instagram on messenger etc etc and then where it's  ,actually placed within these uh these platforms  so looking at facebook instagram messenger  ,let's just say we want to reach only facebook  and instagram folks i'm going to remove messenger  ,and audience network and then i just want  to place it on the news feed so i will do  ,tick everything off have facebook news feed on  uh stories and reels that's up to you um and then  ,ins in stream i'll turn off search i'll turn off  reels i'll turn off and in articles i'll turn  ,off all right so we have basically instagram feed  facebook news feed and the instagram stories and  ,facebook stories instagram reels i'll turn that  off too so if you're going to go with multiple  ,different placements you have to make sure that  you have a different image video or creative for  ,each placement because it's not the same as  as you probably already know instagram reels  ,or instagram stories is different from news fleet  news placements so let's click next after you've  ,selected what you want to place your ad on and  then finally we have the ad itself now this is  ,where we're going to create the ad all right so  now creating the ad make sure that you have your  ,naming convention once again and then create a  page i don't have a page yet because this is a  ,brand new ad account if you already have a  page make sure that you connect it to your  ,facebook ad account so you can do that in the  settings i'll show you in a very quick moment  ,but uh otherwise just click create page and  follow the prompts and create a new page  ,and make sure that you tie in your instagram  account if you're placing your ads on instagram  ,too single image carousel collection these are  the different types of formats you can pick now if  ,you're looking for a recommendation when it comes  to the different types of ads you want to set up i  ,highly recommend sticking with video as your ad  format because video will continue it's a huge  ,rise there's essentially 8 billion video views on  facebook alone daily according to hubspot that's  ,insane and that's not including the billions more  on instagram so i highly recommend video it's just  ,more eyeballs on your ad it's more highly engaged  with and that doesn't seem to be changing anytime  ,soon so if you're looking to create video ads  very quickly and you're not well versed with  ,video software tools a great one i recommend is  placeit.net i've mentioned it plenty of times  ,on this channel and i highly recommend it i use  it all the time so if you use playset.net and  ,go over to videos click videos you're able to  very quickly create different types of videos  ,slideshow videos instagram stories product  demos instagram videos which is basically the  ,same as facebook videos anyway once you have  your video or your image ready to go insert  ,it in by clicking add media and then uploading  that video or image and then from here you need  ,primary text headline and description to accompany  the ad itself all right so with the primary text  ,this is where it appears under or above i should  say the video uh and this is where you're going to  ,add more information and capture the attention of  whoever's scrolling through instagram or facebook  ,the general rule of thumb here is i like to have a  hook line at the top and then i like to just have  ,a description of the product itself just remember  you're not here to sell the product per se  ,the role of the primary text the ad copy and  the video is to just attract the click you want  ,people to click through to the website and the  website the landing page is there for you to sell  ,to the customer the potential customers i should  say so make sure that you have a very strong  ,hook line just a single sentence a few words and  then of course you have the product description  ,and so from what i have found emojis work really  well i've split tested many different ads in the  ,past and i like having emojis as part of the ad  in the primary text but of course just be wary  ,that this is also dependent on your brand  if your brand is extremely professional  ,then maybe ditch the emojis really depends on  your brand and your ads and then the headline  ,again similar to the hook line you  want this to capture the attention  ,and also the click of the person that's scrolling  through description again having some support text  ,where it will attract people to click through  to the ad and then this is a relatively new  ,feature it's called optimize text per person  so this is essentially a feature where it will  ,optimize and customize the headline  and the structure of the uh the text  ,to the viewer based on facebook's algorithm i  just like to have this on uh i haven't dived  ,too deep into how well this works but it doesn't  seem to hurt our ads from what i have seen so far  ,if you're brand new this is probably a great  option for you to turn on and then call to  ,action this is the button text that will appear  for the ad so again depending on if you're pushing  ,leads if you want more customers for your real  estate business for example then you might want  ,to have a sign up button if you have an e-commerce  business then it might be you know learn more etc  ,etc it could be to order now you know purchase  now buy now so i'm just going to go with shop now  ,since we're selling on an e-commerce platform  and the destination will be a specific website  ,go import your specific website here or you could  be setting up a facebook shop which is a store  ,on the facebook ad platform if you don't know how  to set that up i've got a tutorial on the channel  ,just go ahead and click website and shop if that's  the case and there's a few other options here but  ,in most cases it'll be website so let's stick  with website there add languages we don't need  ,to translate our ad to different languages and  then tracking so tracking is very important okay  ,so make sure that you do set up your pixel i'll  show you this in one moment and then you have url  ,parameters what is this well this is essentially  a tag that helps you identify where the user has  ,come from channel medium campaign audience  and creative it's also known as a utm tag  ,in the digital marketing world but yeah um if  you really want to understand where the audience  ,is coming from which is a very important  feature when you start to become more of  ,an advanced facebook ad user but uh for now feel  free to keep it simple you don't really need url  ,parameters but uh if you do want one click build  a url parameter and start filling out this and  ,it'll help you create a parameter with campaign  source medium campaign name and the content type  ,so once that's all done don't publish it yet just  exit and save the draft all right don't click  ,publish draft item so i'm gonna close that so you  have the draft and all the edits saved right here  ,it automatically saves as you're going on which is  extremely useful now what you want to do is create  ,a audience all right so this is what i recommend  you do i know we just created one in the ad  ,set level but what we're going to do is click all  tools and then move on to audiences here and this  ,is where the magic happens this is extremely  important so very quickly showing the different  ,audience types here we have custom audiences which  is audiences that you might upload and create  ,custom audiences with so for example you might  grab the data from your emailing list and create  ,a custom audience and focus on that audience or  you might focus on the website traffic that you've  ,been getting so we can essentially target those  customers that have already visited your website  ,and that might be a single customer audience  that's a few examples a lookalike audience is  ,great for scaling up your ads and reaching more  customers that will potentially buy from you  ,so say for example you found an audience that  is working terrific let's just say it might be  ,your emailing list you're able to create  a look-alike audience based on that data  ,and then facebook will find audiences very similar  to that audience that you've given them and then  ,that in effect will create a brand new audience  for you to reach that will potentially work quite  ,well then you have saved audiences this is  great actually and this is what i wanted to  ,show you i would create saved audiences rather  than inputting every single time a brand new  ,audience when you're creating new ads this  is a great way to create a whole bunch of  ,audiences that you can quickly pick from so  let's say you tested a few ads already and  ,they have worked well go ahead and go use the  audiences tool and create that saved audience  ,and name it give it a name because this is great  for very quickly picking up great audiences and  ,selecting the audience again so take some time  and create a custom audience if you have one  ,lookalike audiences is something that you want to  focus on later and create a saved audience which  ,is what i recommend you do basically straight  away but before we go live with our ad make  ,sure that you have your pixel set up so i'll  show you how to do that right now and how to  ,do that correctly with all the changes happening  so go ahead and go back into the hamburger menu  ,and then click events manager so on this page  you're either going to see number one a pixel  ,that you already have which is what you're seeing  right here or number two if you don't already have  ,a pixel it's going to prompt you to create a  pixel so it's going to auto-generate some code  ,and then you're going to place that code on your  website it's very hard to tell you what to do with  ,that pixel because it really does depend on the  platform that you're using but if you're using  ,shopify for example it's very easy to integrate  that if you click partner integrations here  ,and then you can follow the prompts here so  you can click shopify online click see details  ,and then you can see exactly how to connect your  account and connect that pixel another new method  ,to set up a quote on quote pixel is through custom  api conversions and that is something a little bit  ,more complex i'll leave a link down below in the  description if you're interested in custom api  ,conversions and what that does is basically it's a  bit more complex in its analytics and its tracking  ,because it bypasses what has happened in the  past few years which is you know the whole ios  ,issues and it's harder to track now with privacy  privacy concerns so long story short custom apis  ,really helps with better tracking overall but  i won't get into too much detail here because  ,particularly if you're a beginner it does get  quite confusing really quickly but i'll leave  ,resources down below if you're interested in  upping your game when it comes to tracking  ,which is very important if you're stepping up  your ads game so the next step from here is to go  ,live and optimize your ads and start to re-target  your customers which means to place ads in front  ,of those who have visited your website or has  already shown interest in your business or even  ,have has already purchased from your business and  then upsell them down sell them cross-sell them  ,this is practically where most of your sales will  come from so retargeting is extremely important  ,and to do retargeting well is basically a whole  other tutorial in itself so what i'll do is  ,leave a link to a free web class you can view and  learn an advanced retargeting strategy to build  ,your audiences and grow your sales by putting  the right ads in front of the right people at the  ,right time so i'll leave a link to that lengthy  web web class in the description box below uh but  ,you if you have 30 minutes to spare i totally  recommend you watch it at this at some point  ,if you're serious about facebook ads and digital  marketing i think it's also worth noting that uh  ,we host a full facebook ads course called social  marketing mastery if you're interested in learning  ,the complete ins and outs of social media ads  and getting mentorship from myself and the team  ,because facebook ads is extremely confusing  and intimidating initially i know i know i was  ,beyond confused when i first set up my first few  tragic facebook ads but we're constantly updating  ,the course with the latest strategies and goodies  to stay on top of digital marketing so i'll show  ,i'll drop a link down below if you're interested  in that either way check out the video notes and  ,links down below if you're looking to learn more  facebook ads at your own pace but uh yeah if you  ,made it all the way to the end of this video  you're an absolute trooper hopefully you're now  ,that much better equipped to launch winning and  converting facebook ads that bring your business  ,to the next level comment the code word facebook  ad scaler if you indeed made it this far into the  ,video and i'll give it a like and speaking of  liking things don't forget to drop a like on  ,this video and subscribe for marketing business  and tech content as always thank you for watching

The above is a brief introduction to how do facebook ads work 2021

Let's move on to the first section of how do facebook ads work 2021