how to get clients for facebook ads

Get Clients For Your Agency Using Facebook Ads (2022)In this video, I'm going to talk about exactly 

Sean Wiggins

Updated on Jan 20,2023

Get Clients For Your Agency Using Facebook Ads (2022)

In this video, I'm going to talk about exactly  how I use Facebook ads for my agency, North  ,digital, to get clients signed on, I went  through the grueling grind of cold outreach,  ,cold emails, cold calls, DMS, LinkedIn, DMS,  all of that in the beginning of my agency.  ,And just now finally, I'm switching into  primarily using paid acquisition for my clients,  ,I want to go over exactly how I got the first  client for my agency using Facebook ads.  ,So if you want to learn exactly how to implement  this for your agency, whether or not you're just  ,starting, or you're looking to how to, you want  to learn how to scale an agency the easier way,  ,then watch till the end of this video, I'm  going to go into my Facebook Ads Manager,  ,I'm going to show you the exact ad copy I use,  I'm going to show you the exact budget I used,  ,I'm going to show you exactly how much it costs  to generate leads from an agency and how much it  ,costs per new patient signing on via Facebook ads,  and break down all the numbers in this video. So  ,without further ado, let's start off by  jumping into the Facebook ads manager  ,that I use to generate this first new  client for my agency via paid ads.  ,So jumping into my computer, I've opened up one of  my ad accounts. And this is the ad account I use  ,for North Digital's prospecting. And what we're  going to look at here is the nd prospecting,  ,dental prospecting, lead forms v1. So for those  of you guys that don't know, my agency, primarily  ,serves dental offices in North America. So this,  these ads will run about three or four months ago.  ,And I want to do this video now, because  the client I signed on from these ads has  ,remained a client, we're moving into month four  of working together. And that factors into the  ,overall row as calculation and the ROI, from  my point of view on how well the ads worked. So  ,looking into this, here, we see this generated  19 on Facebook leads at a cost of $70 $70.50 per  ,lead. And the amount I spent was $1,339.47. And I  believe this is in Canadian dollars, my agencies  ,in Canada, but we work a lot in the US. So I often  get confused with which one is in us versus CAD.  ,And I'm going to walk you guys through this right  now. So let's just open this up. And this is a  ,lead generation campaign in Facebook, everything  is set up default. Now within this campaign,  ,there are four ad sets that you can see here.  So I'm going to go into these ad sets. And if  ,I jump back into the the ad set view, you can see  here, looking under the results column that this  ,one got four, this one got zero, this one got  one, this one got 14, there was a clear winner,  ,which was this one here. And that's the one I  want to dig into and show you what the winning  ,combination for my agency was. So I'm going to  edit this and you can see how I set this up.  ,dentistry interests field of study job titles, and  this one, I decided not to really name properly,  ,but we'll see what's in it. So very simple,  very simple ad set location Canada, us.  ,I've chosen to exclude Vancouver and now that's  the city that I live in. That's the city my agency  ,is based in. The reason I exclude this is we  already have six dental offices we work in within  ,Vancouver, and we have signed a non compete with  them. So we're not allowed to take on more clients  ,in Vancouver. So obviously, I don't want to show  ads their age 32 to 64. Basically, in my mind,  ,people that are on people that are under the  age of 32 probably don't own their own dental  ,practice yet. So that's why I chose that. And I  also don't think that people over the age of 65  ,are as interested in growing and they  usually don't like digital marketing as much.  ,Really simple. I target people that had an  interest in dentistry, so very broad. We can  ,see here the potential reaches 22 million. So big  audience to choose from. And I was spending $30  ,Canadian per day over the time period that that  this ran. Now let's jump into the ad itself. So  ,the ad itself leverages some previous social proof  that I've built through developing my business.  ,And here's the ad copy. This is a video  ad with a simple call to action. And  ,I'm going to actually open up the ad here on  Facebook. So this is what the ad looks like.  ,I'll pause the video for now. So it says  this, quote unquote famous video has  ,caught the attention of Business Insider. Why?  Because the system North digital has created is  ,revolutionizing the dental marketing industry,  the system generates 30 to 100 new patients  ,every month on autopilot. Now I'll let you  pause the video here and read the rest of it.  ,Also note at the bottom, it says and if you  don't find it valuable, we send you $100,  ,which means if people book a strategy call with  me, and they don't like it, I'll send them $100  ,I've never had that happen. But it's a good  way to just kind of be a little bit cheeky,  ,and show my conviction that this system works, and  they're going to be happy they reached out. Now,  ,this video here, you can actually see this on  my YouTube channel. So this is one of my more  ,successful videos on YouTube. And if you go over  to YouTube and search dental marketing for a long  ,time, my video here was number one, it's now let's  see here. So dental marketing, we have three ads,  ,we have three organic results, and then my video  so my video right now is in the fourth position.  ,In interestingly enough, Dawson here is a student  of mine, a coaching a coaching client of mine,  ,so I'm, I feel better that he's one of the ones  who's outrank me right now. But if you look,  ,the number of views, this has 25,000, the  other videos up here have a lot less. So  ,you can see that this one did dominate the YouTube  search results. Now, if you click into this,  ,then you can watch the whole video. And you  know, you can see what I'm running as the ad.  ,Now basically from from my point of view, I  thought to myself, I already have this ad this  ,video built out. I put in the work I've made  this video, it's proven successful. It's  ,the most viewed video about dental marketing on  YouTube essentially. Don't quote me on that I  ,haven't researched in depth, but it's one  of the top ones. And in addition to that,  ,previously, I leveraged this video to get some PR  and Business Insider. I'll open that link right  ,now. So this article came out in 2020. And it says  the YouTube algorithm has awarded North digital  ,Inc, with the number one ranking video in 2024,  the sought after search term dental marketing.  ,So in 2020, it was it was the top ranking dental  marketing video. Now, if you go back to the  ,Facebook ad. Right here, we see that this ad is  leveraging the feature in Business Insider. And it  ,leverages the video itself because I simply took  that video and turned it into the ad creative.  ,So that's the ad. And if you click Sign up,  very simple. It's on Facebook lead form,  ,I didn't even build out a landing page.  Everything here is contained on Facebook,  ,your breakthrough dental girl strategy session  is waiting, waiting, I get their email,  ,full name, phone number, company name. So that's  the system. And there's kind of two things at play  ,here. One of them is just the technical aspect  that I've shown you how the ad is set up. And the  ,other one is more of a broader business theory  of building on your past successes and the idea  ,of leveraging past successes to get more future  one. So for me, in this case, my first success was  ,creating this YouTube video that did really  well. The second one was getting the PR.  ,And then the third third step  was leveraging both of those  ,to create this Facebook ad which converts  well and brings us new clients profitably.  ,So the next point I want to show you is you  know what happened on my end, if we go back to  ,the Facebook ad manager, we see that okay, this is  brought us 14 on Facebook leads. So I want to show  ,what that looks like. And what that looks like  is right here. So I'm in my Facebook page, North  ,digital under the leads center, and we see all  the leads that came in and one thing I will tell  ,you is that a lot of these are junk, some of them  are good. So all of these ones that say raw lead,  ,these are junk leads, the ones that this one,  here's the converted one. So this is the one that  ,turned into a client. This one here was a good  lead, but they decided not to work with me. So  ,of the two that were relevant one signed on. And  I'll show you an example of some of the junky  ,ones. You know on Facebook, unfortunately you do  get some riffraff coming in and you know this PR  ,company name this person puts stay at home parent,  so they're probably not even a dental office.  ,They were confused by the ad and that's okay  that happened on Facebook. But we do see some  ,good leads coming in. And this one here.  If we look at it, you know we see that this  ,person has put in his email and The name of his  dental practice in Texas and his phone number.  ,So the rest of this story is really fun because  literally all I did was I saw this come in,  ,I picked up my cell phone, I gave this guy a call.  ,I said, Hey, this is Sean, I'm following up on  the information you submitted through Facebook.  ,Let's talk about the growth of your dental  practice. And we had a 20 minute conversation,  ,I explained how my system works. I talked about  the Facebook ads, the Google ads, the landing  ,page that the call tracking, all of that stuff,  I have other videos I've made about that. And on  ,the phone, he said, let's do this, I want to move  forward, he gave me his credit card number, and I  ,charged him for the first month management fee,  which was 1800 US dollars. And it's been, let's  ,see, this came in February 7, so he would have  started March, I'm recording this to end of July,  ,March, April, May, June. So he's been a client  for almost five months now, actually. And this  ,is really, really encouraging for me, because  it only cost if we go back to the ads manager.  ,And we go back to this campaign. It only cost less  than 1400 Canadian dollars. And this client has  ,now been with us for five months paying us 1800  US dollars every month. So what I want to do is  ,break down some of those numbers and tell you guys  why I'm excited about this for our agency. So to  ,take a bit of a zoom out when I about a year and  a half ago, we switched out of PayPal to stripe,  ,and stripe auto calculates the lifetime value of  clients. I don't think it's a perfect calculation,  ,but it's a ballpark. So stripe is saying that the  lifetime value for our clients is 75,000 Canadian,  ,which is about 60,000 US dollars, I believe.  And I'm going to open a spreadsheet here and  ,show you the math. So cost to get a client via  Facebook ads, we're gonna say it's so yeah,  ,1339 Canadian, so about $1,000 USD per  client, monthly revenue per client 1800 USD  ,revenue so far from the example client and I have  to update this when I prepared this spreadsheet,  ,I put three months, it's actually been about five  months that we've been working with them now. So  ,an update that. So we have, we've  received 9000 US dollars from this client,  ,and it only took us $1,000 in ad spend to get  them. So that's a really great return. Now, if we  ,assume the lifetime value, as reported in stripe  is accurate, then we're looking at an even crazier  ,return. So my role as return on adspend based  on the revenue so far from this first client  ,is 8.4. And the row as based on stripes lifetime  value calculation is 56, which is insane.  ,I mean, most businesses are going to be happy with  a two or 3x return on adspend, let alone an eight  ,or a 50x return on adspend. So these are  really, really exciting numbers. And this  ,gives my agency I really clear path to scale. Now,  you might be wondering at this point, you know,  ,Shawn, why why have you spent the  last five months not running more ads.  ,And the reason is we're at capacity. And what I've  been spending the last several months of doing  ,is trying to build out a team, hire people,  account managers, Google ads, managers, etc. so  ,that we can handle an inflow of clients. Because  right now, the bottleneck for my agency is we have  ,too many clients, and we're having trouble keeping  up with them. So it's a good problem to have,  ,where I'm just getting to the final stages of  really building out the team. And once that  ,team is built out, then it's time for me to turn  on the ads and really, really scale up. And it's  ,it's really exciting, because, you know, my agency  went through a few evolutions in the beginning,  ,it was a lot of hustling, it was a lot  of cold calling, knocking on doors,  ,just really working hard for  business. Then throughout the middle,  ,it was retaining a high percentage of  those clients that I got from stage one,  ,getting more clients through referrals, which  have been great. And also we have some clients  ,that do come in through the YouTube video itself.  And that has been kind of slow to moderate growth.  ,And we've been slowly building the team.  But stage three is when I can turn the  ,dial and really fire up paid ads and sign  on clients in a predictable repeatable way.  ,And I know the team is in place to  fulfill them to the quality that I want  ,them That's where things can really get exciting.  And North digital, my agency can really see that  ,hockey stick growth. So that's what I'm working  on guys. Thank you for watching along this video.  ,And if you have any questions, let me  know below. Let me know what type of  ,content you want to see going forward. And  until next time, I'll see you guys later

The above is a brief introduction to how to get clients for facebook ads

Let's move on to the first section of how to get clients for facebook ads

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How To Create Facebook Ads For Beginners (COMPLETE GUIDE) | Facebook Ads Tutorial 2023

How To Create Facebook Ads For Beginners (COMPLETE GUIDE) | Facebook Ads Tutorial 2023

ladies and gentlemen you truly are in,for a treat today because for some of,you guys you're coming into this video,with zero facebook ad experience for,some of you guys you might be coming in,with you know a moderate or intermediate,level of knowledge when it comes to,facebook ads so whatever stage you are,at i will take you from that the,full-blown expert by the end of today's,video in fact i've even gone ahead and,broken everything down into timestamps,below so if you want to skip to a,certain section,you can go ahead and do that just make,sure you stay around until the end of,the video because i'm doing a massive,massive massive giveaway you will not,want to miss and on that note let's get,into today's training so ladies and,gentlemen facebook ads master class,step-by-step 2022,here is what we will cover why advertise,on facebook all assets you're going to,need to basically start advertising how,to set up your facebook page how to set,up your business manager how to create,your first campaign how to define your,budget how to value results as well as,how to optimize your campaigns so why,advertise on facebook well it's pretty,simple you know we've got 1.93 billion,daily active users we have 28 billion,total ad revenue every single year and,you're gonna find that you'll spend,roughly one dollars cost per click,and,11.54 cents cpm now if you don't know,what cpm means don't worry,stick around this video and i'll show,you exactly why now why do i advertise,on facebook well that's a great question,and and to answer that you need to look,at my two main companies so iig meter,right there is my advertising agency,that i started at the age of 16 while i,was still in high school to support me,and my mom i've been running that for,five and a half years having an,advertising agency is about as cool as,having an accounting firm really not you,know like a crazy crazy exciting,lifestyle what is crazy exciting about,it is the money that it gives you the,free cash flow because the margins and,the profits are so good from it that i,can you know have my cmo or at least now,after five and a half years of running,it i can have my cmo who runs it i only,need to work four or five hours a week,on it which by the way that's after five,and a half years i don't think you'll,have this in the first year okay like,it's it's not um it's not easy but it's,it's simple to build up and every year,you need to do less and less to attract,higher and higher paying plans but as i,said now five and a half years on at,this point it makes me anywhere from 1.2,to 1.5 million dollars a year profit uh,and with that you can do some pretty,cool things with your lifestyle so yeah,that is my advertising agency so that's,a big reason why we advertise even,though i never touch any of my clients,ad accounts anymore and haven't for like,two years now,um so that's that then i also actually,run the biggest education company on,earth that helps other agency owners,primarily in non-competing industries,start and we help people who literally,just are work in university or have a,day job and they just want a business a,lifestyle business that can help them,have financial freedom location freedom,and time freedom and scale up to 10k a,month we help that subsection of people,all the way from the agencies who are,already doing half a million dollars a,year profit and want to get to a million,dollars a year profit and also just kind,of streamline their system so in that,business we actually don't do a lot of,it pretty much 95 of our business,organic but we still do some advertising,in that business to bring in new,customers ah also to mention at my,agency the way that we get most of our,clients except for referrals these days,i said once you do something for five,and a half years you build up a long,track record uh is ads so the way that,we bring in new clients who don't know,us is we advertise so we actually,advertise to get clients and then we,advertise for our clients so yeah that's,a little bit about why i personally,advertise on facebook anyways let's move,on here are some benefits of advertising,on facebook first things first sell more,okay you can advertise your product or,service and send people to your website,to purchase you can generate leads okay,so you can use facebook adverts to,collect names emails phone numbers and,more directly from your targeted,customers you can also use facebook ads,to distribute content facebook and,instagram are also the ideal places to,distribute the content you create and,maximize your reach you can also use it,for app installs okay you can advertise,app on facebook and instagram and,generate more downloads because of it,so there are a few different value,propositions first things first is,testing all right facebook is the,perfect sandbox to mass test your offer,whether you're on a budget or you have,venture capital backing up your business,you can get results in as little as a,day and you can validate whether this,product actually works and whether the,market even wants your product next,thing targeting facebook is by far the,ad network with the most information,about their users now this allows us as,advertisers to micro segment our target,and reach our exact ideal customers not,only that but their machine intelligence,works so well that most of the times you,don't even have to use targeting at all,since it already knows exactly the type,of users who are most likely to respond,to your ads,then we have cpc now the real beauty of,facebook is that they only charge you,once you get a click and you can get,clicks for as low as one cent although,you know that's not very common average,cost per clicks we see is anywhere from,you know 30 cents all the way up to two,dollars depending on your market and,country and last thing is predictability,on facebook when you dial in your funnel,and your offer you can consistently put,one dollar in and get two three five,hell even ten dollars out with,predictability as the saying goes the,most dependable and consistent way to,generate wealth is to turn advertising,into profit so let's talk about the,assets you're going to need to actually,start advertising first things first is,business management now a business,manager is the container that holds all,of your business assets so within your,business manager will live the ad,accounts the pages the pixels as well as,the payment methods now below your,business manager we have ad accounts,right so you'll have one business,manager and inside your business manager,you can have five ad accounts this is,where you create all of your campaigns,and as i said you can have multiple ad,accounts per business manager,then we have your page right so the,facebook page is where your ads will,actually run from then moving on we have,your domain now facebook now requires,you to verify the ownership of your,domain in order to drive ads to it,moving on pixel now the pixel is simply,a piece of code you put on your website,that will track all the visitors actions,for you so you can actually track what,sort of results your ads are yielding,then we have payment method simple,enough now if you already have all the,assets set up you can actually skip to,the following time stamp for the,campaign creation step by step but if,you don't let me run you through it so,let's talk about creating a facebook,page,now i will leave the link in the,description for page creation as well as,the guide made by facebook on how to,create it the key here is to use real,brand information as well as giving,facebook as much info as possible about,your business because this way you're,creating more trust with them and,letting them know that you are a real,and serious business and this will,really help you down the line because as,you may know these days it doesn't take,much for facebook to decide to disable,your ad account so the more virtue,signaling you can give facebook the,better now you know having your ad,account disabled is very very common and,there's always coming back from it you,know it's it's just part of the game,these days so if you ever have an ad,account shut down or whatever don't,worry like,we have had,i mean between us and all of our clients,i don't even wanna it's in the hundreds,and hundreds of ad accounts shut down,potentially even a thousand at this,point right it's it's more rare to,advertise well i guess it also depends,what industry you're in for the industry,we work in,e-commerce and education companies,it's almost more rare to have your ad,account not shut down than it is to have,it shut down so um don't ever worry your,stress if your ad account does go down,now let's talk about step by step on how,to create your page first things first,you're going to go to that link to sign,up you're going to select the type of,page you want to create whether that's,business brand or community public,figure you're going to enter in your,business information for category type a,word or two that describes your business,and facebook will suggest some options,add profile and cover pictures create,your page's username and then add your,business details so things like,description contact location hours,website i have a bonus tip for you make,sure that before you run ads your page,has at least 20 posts this way facebook,sees it as a real page and we recommend,you post at least three times a day for,the first seven days and then you can,decrease that frequency to once a day,now just make sure you always keep your,page active because this will increase,your page longevity as well as relevant,score once you've done that let's move,on to step number two which is creating,your business manager now the business,manager is a tool designed to be your,primary hub on facebook to manage all of,your pages ad accounts domains and other,assets i will leave a link in the,description for the actual page you need,to go to in order to create a business,manager once again make sure you use as,much real info here as possible i said,this is what the link looks like so you,will click on create account and fill up,the information with your real business,data make sure to use a work email,address as well so no at gmail just,press the less reasons you give facebook,to look it and be like,something just looks a little off here,the better okay so try to use a business,email if possible next confirm the,creation of your business manager by,clicking on the link in the email once,again here's another bonus tip for you,make sure you go through the business,verification process as soon as it is,available on your business manager this,will verify that your business is an,actual registered business and add,another extra layer of security to your,business manager an essential step when,it comes to avoiding bans now moving on,creating your ad account now your ad,account as mentioned is the container,that will hold all of your ad campaigns,it is an entity that lives inside of,your business manager now in order to,create your ad account go to business,settings inside of your business manager,click on add accounts click on add and,create new now simply name the ad,account whatever you want you know this,is only for internal purposes and select,your time zone and currency now make,sure that your time zone corresponds to,your currency so u.s time zones must use,us dollar as its currency for example,otherwise you'll have problems when,trying to run ads your ads won't deliver,and you will have to create a new,account here's another little bonus tip,for you at the beginning you will only,have permission to create one ad account,per business manager as soon as facebook,charges your card for the first time,this limit is raised to three ad,accounts for business manager and i,highly encourage that you create all,three as soon as they are available to,have as contingencies basically to have,as backup options now connecting your,page okay we need to connect the page,you created to your business manager so,that way you can run ads on it so go to,business settings inside your business,manager click on pages then click add,and add a page then simply search for,your page here and select it since,you're already an admin of your own page,you won't need to do any further,confirmation and this is kind of what it,looks like anyways moving on to the,payment method okay now we have to add a,payment method to your ad account so,that facebook can charge you and this is,basically what the payment method page,looks like so you're going to go to your,business settings inside of your,business manager you're going to go to,payment methods tab and simply add your,card you can also connect a paypal,account or bank account directly just a,little side note i strongly discourage,paypal uh for some reason it seems to,increase the likeliness that you'll have,at account shutdowns i don't know why,facebook just doesn't seem to like it,and uh the other thing is either your,client if you have an agency or you,personally if your card keeps getting,declined once again facebook really,doesn't like that and it might lead to,ad account shutdowns so if a client has,that issue like for example we've had,clients where they have ammo you know,they have their amex and it's the charge,always goes through there is never ever,ever an issue with them and with them,it's fine you know they can rack up the,amex points all is good but sometimes,they might have another credit card,provider and they're constantly,constantly blocking or declining the,payments uh as i said that can cause a,real big issue when it comes to,advertising so with those clients i know,they don't get the whatever the points,or this or that but at least their ads,don't constantly keep getting uh paused,which is basically what happens when you,know facebook can't build uh the card on,file so with those clients specifically,or if this is happening to you then just,go ahead and do a direct um,i think it's a direct debit it's called,basically where uh facebook can just,bill your bank account you know right,off the bat uh they don't have to charge,the card because then that way there's,never any declines ever now another,little bonus tip and to be honest i kind,of just alluded to that in the last,section but make sure you never use your,card on your client's account they,should always add their own cards so,that number one they're built directly,from facebook without having you as an,intermediary and number two the billing,information is consistent throughout,their account meaning the business name,on their account info is the same as the,one on the credit card being charged,this will avoid any account hold due to,billing issues next verifying your,domain now domain verification provides,a way for you to sort of claim ownership,of your domain in facebook business,manager this has become a must in order,to run ads since the ios 14 update now,there are three different ways to verify,your domain dns verification html,verification and meta tag verification,only one of these methods is needed now,you can learn more about them in more,detail in the link i'll leave in the,description but here i will go over the,dns verification method which is the one,we use most often at our agency so how,to verify your domain go to the business,settings inside your business manager,and click on the domains tab click add,new domain choose the dns verification,option and copy the code provided now,log in to your domain registrar and,visit the dns settings page add a new,dns record of the type txt enter at,symbol in the host name field if,required then in the content field you,can paste the verification txt record,provided in business manager then simply,return to business manager and click,verify now this process will be a bit,different for each person depending on,the domain registrant used but it should,be pretty similar to the one shown here,okay so if you have any issues during,this process try googling how to add txt,dns record on and then whoever your,domain registrant name is right next,creating your facebook pixel now the,only thing missing before you actually,get into creating our ad campaigns is,creating and installing our facebook,pixel the pixel is just a little piece,of code that you put on all of your,website's pages it acts as an informant,for facebook giving information about,what actions the users on your website,are performing this is how facebook is,able to track how many clicks your ads,got how many conversions it generated,which can be either purchases leads,views or other actions such as i don't,know um adding a product to the card or,initiating checkout and how much revenue,was actually generated from these,conversions now in order to do this you,go to events manager inside your,business manager click connect to data,sources and select web select facebook,pixel and then click connect add your,pixel name enter your website url to,check for easy setup options and then,click continue now in terms of actually,installing the facebook pixel there are,two main ways of installing the pixel on,your website number one is pasting its,code directly into the header of all of,your pages this way the facebook pixel,takes care of tracking everything for,you or second connecting it through the,new facebook conversions api this way,you collect the data directly on your,site and then feed this data back to,facebook through their api this is also,known as,sorry if this gets a bit more,technical for some of you guys but,basically this is known as server-side,tracking now just setting this up could,be a standalone video however all the,major website builders such as wordpress,click funnels leadpages shopify,uh,woocommerce um a web flow etc etc right,they all have native integrations where,you can simply paste your pixel id and,everything is automatically set up for,you all right they all have step-by-step,comprehensive documentation on how to,set this up so what i encourage you to,do rather because you know i can't make,seven little micro videos for each one,of those um,those website builders okay what i,encourage you to do is actually just to,google how to install facebook pixel on,and then whatever the name of the,website builder is you will definitely,find everything you need with that so,now we actually kind of get into some,more exciting stuff which is actually,creating your campaigns now before we do,that let's talk about the three layers,of a campaign the three layers are well,first of all campaign ad sets and ads,now campaign is our top level layer,where we choose our primary advertising,goal now this could be conversions post,engagement lead generation video views,or traffic amongst other things now most,of the times we are going to be,optimizing for conversions now the ad,set is the second layer that sits inside,a campaign now one campaign could have,one or it could have multiple ad sets,and the ad set is where we select our,targeting bids placements schedule and,budget okay which i will say is in the,case of if we are doing ad set budget,optimization not optimizing the budget,at the campaign level now the third,layer is the ad now one ad set can have,one or it could have multiple ads now,the ad is the actual advertisement you,see on your facebook and instagram it,holds the copy the headline the image or,the video of the ad as well as the url,destination of it so this is how it,actually looks inside of the business,manager at the top you see the three,levels from left to right now in terms,of creating a campaign first select your,objective now this is really a matter of,asking yourself what do you want as a,result of the campaign is it leads is it,website visitors is it purchases on your,stores visitors to a physical store,views the answer of this question will,dictate your campaign objective but i,will give you some bonus tips we usually,create one campaign per offer to keep,things organized and to not mess with,each campaign's own optimization,we also like to set campaigns just for,testing and a campaign just for,prospecting now we usually create one,campaign to test audiences one campaign,to test creatives and then one campaign,to test different landing pages,then the winners from each of these,campaigns gets promoted to a prospecting,campaign that has all the best creatives,the best audiences and the best landing,pages now ideally you should set around,70 to 80 percent of your budget to,prospecting campaigns and 20 to 30 to,testing another thing is using ad set,level budget for testing campaigns this,way making sure each ad set gets enough,spend to make a statistically,significant decision now for prospecting,campaigns we like to use campaign level,budget optimization because they are,usually more consistent and require less,upkeep so hopefully that wasn't too,intense and i managed to explain it,simply enough so let's get back into it,now it's time to create our ad sets so,first things first is define your,targeting to do so think about the,majority of your customers and answer,how old are they what gender what do,they like what are they interested in,try to picture this ideal client in your,head and use the targeting options,facebook gives you to select them,especially the demographic part of it,now when it comes to interest targeting,we usually select one at a time so we,can test which ones work and which ones,don't with the least number of variables,possible now here's a little bonus tip,for you once again and that is that one,of our historically best performing,audiences across all industries is broad,targeting this means no segmentation at,all now this lets facebook use their,algorithm at full steam without,limitations and gives them the power to,decide which user should see your ad now,their machine learning is so powerful,and has so much data that this tends to,work better than micromanaging your,targeting options,plus the more data you feed the machine,through your pixel the better the broad,audiences work now as a general rule of,thumb we like to always select audiences,that are quite large and avoid small,audiences now when your audiences are,too small your campaigns end up with,delivery problems such as way too high,frequency and your cpms which basically,is how much you spend to get a thousand,impressions skyrockets now for our,advertisements to work profitably we,need to keep our cpms as low as possible,and targeting large broad audiences,helps a lot with that so don't be afraid,of it facebook knows who should see your,ads no matter how different your product,or service may be now pay close,attention here we will start talking,about the ad creatives and if you can,only take one thing from this training,and throw everything else in the trash,that should be to focus on ad creatives,there's no other activity or tactic or,hack that you could use in your,campaigns targeting bidding or any other,element of your ad campaign that is,going to yield such high returns as your,creatives a great creative can work with,bad targeting bad campaign structure bad,campaign optimization and bad bidding,strategies however having the perfect,targeting flawless campaign structure,impeccable campaign optimization and,highly optimized bidding strategies,cannot save a campaign with bad,creatives so always keep that in mind,when creating your ad campaigns,creatives are our biggest lever in,advertising and 80 of your focus should,be on developing better creatives and,testing more variations of them then we,actually choose our ad format now a,single image ad is just a simple ad with,an image creative this is the most used,type of ad that you usually see running,on your news feed but don't mistake,simple with bad we have made our clients,millions and not even millions multi,multi multi eight figures with just,simple image ads next there's video ads,now video ads are by far our best,performing ads and there's no limit on,how long your video can be and you can,take advantage of it to convey emotions,and actually show your products benefits,and use cases in practice which you are,not able to do with just image ads in,most cases that is,the trick for making video ads work is,having a strong hook at the beginning to,grab people's attention having a dynamic,video to actually keep people watching,and having a strong call to action at,the end next we move on to carousels now,these are a great way to showcase,multiple products you have or create a,slide presentation of your services or,even of your content this usually gets a,higher cpm so you really have to test to,gauge whether they are worth running or,not in your case next we have,collections now with collections you can,take advantage of facebook instant,experience features so it's kind of an,on platform website that loads before,loading your actual website now the,great advantage of these type of ads is,that they take more screen real estate,than regular ads so you tend to have,higher click-through rates now let me,give you guys some more ninja bonus tips,okay now you can try and test all those,different formats but at the end of the,day what really matters is the image,video itself that you choose to use in,your ad paired with a great piece of,copy and there are three keys to,creating high performing ads number one,they have to entice you to stop the,scroll the ad needs to be attention,grabbing to the point where it is more,interesting for the user to stop,scrolling than it is to keep scrolling,now this is achieved with your video,slash image and it ideally should,trigger a reaction from the user in the,moment they see it number two they have,to get the click now the ad should give,a strong reason for the user to click on,your website the best way to achieve,this is through curiosity now avoid,being all clickbaity because this will,get your ads rejected but learn how to,add enough curiosity in order to get the,click and the last thing it shouldn't,look like an ad nowadays we get,bombarded with so many ads that by,default we have the banner blindness,within us so as soon as we see something,that looks remotely like an ad we just,tend to ignore it ideally your ad should,look like a post from a friend on the,user's news feed or stories next let's,talk about writing your ad copy now the,key to writing ad copy on facebook is,not focusing on benefits or making,promises about the end result as you see,on most copywriting courses and the,reason this is the case is because if,you make any type of claims in your ads,your account will most likely be,disabled so you want to keep it as low,key and under the radar as possible this,is why you can talk about the features,of your product another thing that works,really well for us is telling a story or,using a metaphor slash analogy to get a,point across but you should avoid at all,costs any results oriented claims health,related claims you should not use,personal attributes on your ads avoiding,at all costs being clickbaity or,sensationless using words like fantastic,wonderful secret unbelievable facebook,really doesn't like the stuff next is,understanding what dictates success,because no matter what business you are,in most likely your most important,metric that dictates success is going to,be return on ad spend which we call,roads so you always have to keep an eye,on it but not only that you should also,pay attention to what influences you as,to go up and down and for this you have,to understand the three metrics that,impact row as and they are,first things first cost per click,second conversion rate and then average,order value now cost per click is,as the name suggests how much you pay,for one click now this is a function of,two other metrics cpm and click-through,rate your cpm depends on the audience,and countries you're targeting but also,on how good your ad is so facebook,considers your ad to be bad you'll be,penalized with high cpms if facebook,likes your ad meaning it gets a lot of,engagement and clicks you will be,rewarded with low cpms next is,conversion rate now the conversion rate,is how many people buy your product,service out of all the ones that click,on your ad now if your conversion rate,is too low the math is never going to,work in your favor that's why it's also,important to invest in conversion rate,optimization because this has a direct,correlation on how well your ads perform,a good conversion rate really depends on,your industry and pricing of your,product but as a general rule of thumb,we like to have above two percent for,e-commerce brands and above over one,percent for education companies then we,have average order value or aov now this,is how much revenue you get out of one,purchase on average so if you manage to,make your users spend more per order,your average order value goes up and so,does your row as and you can increase,your average order value by adding,post-purchase upsells and experimenting,with different product pricing so let's,talk about how to actually define your,budget now your budget is one of the,most important elements of your ads and,you can both set it at an ad set level,and a campaign level now at ig media we,like to use ad set level budgeting for,testing new things and then campaign,level budget for prospecting campaigns,so as in once we've already tested,something and we know an ad set works,then it'll go into sort of like the full,production campaign and then from there,we will use a campaign budget,optimization now how much should your,budget be great question now this will,largely vary on a case-by-case basis but,we like to keep it as a general rule of,thumb to never go below 0.5 x product,price now this means that following this,rule we would let facebook spend per ad,set at least half the price of our,product which would equal a 2x ros in,case we get a purchase with this budget,now if you go below that you are not,giving facebook enough of a budget to,test with for example if you sell a two,thousand dollar product and you only,test with twenty dollars a day during,three days you only gave facebook sixty,dollars to try to get a two thousand,dollar purchase so that would mean a,33.3 return on ad spin in case you got a,purchase which is just a little too,unrealistic so when testing you always,have to keep in mind the price of your,product and be realistic with it okay,don't expect to invest a few bucks and,get a sale out of it also you have to,invest enough in order to give facebook,enough data to optimize from ideally if,you have the budget for it you should,test everything at least 1x the price of,your product now when it comes to,prospecting campaigns there's no rules,for it okay it should be set to as high,as you can as long as it is bringing in,sales profitably okay now we do like to,keep prospecting campaigns at around 70,to 80 percent of the overall account,budget and then the other 20 or 30 goes,to the testing campaigns now when,optimizing your campaigns we always have,your end result in mind so know your,targeted kpis and compare them to,current results of your campaigns and,adjust accordingly now let's talk about,how to actually optimize your campaigns,because the first thing to note here is,the length of your customer journey,meaning how long does it take from the,moment a user clicks on your ad to the,moment they buy now for some businesses,it can take seven days for others it is,almost instant and for some it can take,more than 30 days so take this period,into consideration when evaluating,results for example if your customer,takes on average three days to convert,it doesn't make sense to evaluate the,results from yesterday on your campaigns,because you have to give it the full,three days to have complete data now the,second point here is knowing when to,kill ad sets as we talked earlier you,have to give enough budget for facebook,to test then it's quite simple after,spending the full testing budget if it,hits your target kpis you keep running,if it didn't you kill it the key here is,killing it fast okay don't let clear,undeniable losers run for longer than,they should this is what kills the,overall performance of your ad account,now the three elements of roads the,final point here is identify the,problems and work to solve them as i,mentioned earlier roads is composed by a,function of the cpc the conversion rate,and the aov so when you're evaluating,roads remember never to evaluate it on,its own always have those three other,metrics side by side to have context on,why the roads is where it's at then if,it's not satisfactory see which one of,the three metrics is prejudicing it the,most and work on fixing that specific,bottleneck,ladies and gentlemen we have broken down,a lot here we're not quite done yet so,let's keep going ladies and gentlemen i,have three action steps for you today,first things first i want you to click,the first link in the description and,booking a call with my student,integration manager christian we would,love to see if you are a good fit for,our program and not only that on that,link you'll get to see a 30-minute demo,of agency navigator which is a program,that thousands and thousands of people,have used to go from 0 to 10k a month in,i mean literally as early as 30 days but,i don't like to say that,usually the timeline we see is 90 days,180 days usually the more realistic,timeline we see is anywhere from four to,eight months with their agency with zero,initial investment and you and if you,thought this facebook ads training was,in depth for a free youtube video you,should see what i have inside of agency,navigator we have 49 service delivery,modules everything from google facebook,snapchat you name it i've done it and,that is just one section of an eight,section course that also shows you,step-by-step with live examples how to,find clients how to close them how to,find a team how to have the team deliver,the services for you how to do,accounting how to get your mindset right,how to get your habits in order you name,it we have it in there next i want you,to go ahead and subscribe to the second,channel because i'm actually gonna be,doing four uploads a week there i'm,gonna take it more seriously this year,uh and in there i'm gonna do more sort,of specific stuff if you're already,running an agency okay so i'm gonna,speak to you with the assumption that,you already run an agency you already,have a client or two maybe you're,already a 5k 10k 30 50 even 100k a month,right i'm gonna do some more advanced,strategies on the second channel so i'll,leave that link down below as well and,last thing is i want you to leave a,comment with what you thought of this,video because i'm gonna go ahead and do,something very special for you guys i'm,gonna go ahead and give away a coaching,call for every hundred unique comments,so i'll keep the winners update in the,comments so as i said on the pin comment,down below i will get kieran who's the,product manager of my education company,every 100 comments he'll monitor and he,will find the winner and then he'll,reach out to you liaise with you find,some time in my calendar the works and,then he'll book in a one-on-one call,with me so ladies and gentlemen i hope,you guys enjoyed this video make sure,you go ahead and follow all those action,steps i really put a lot of time and,effort into this so i hope that came,across and on that note catch you guys,the next one thank you so much for,sticking until this point i know that if,you've got in here then you are hungry,for more knowledge and more content so i,went ahead and specifically picked out,an incredible video for you to watch,next that i know you're gonna love check,it out right there

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