how to setup a facebook ads agency

How To Start A Facebook Ad AgencySo you listen to Sty Lopez, you listen to Sam Ovens. And they're te

John Crestani

Updated on Jan 21,2023

How To Start A Facebook Ad Agency

So you listen to Sty Lopez, you listen to Sam Ovens. And they're telling you start,a Facebook ad agency. Okay. Now, I've started a Facebook ad,agency and my Facebook ad agency grew to over a hundred and forty employees. And,I'm going to tell you exactly how you can start a Facebook ad agency and grow it,in this video. Let's do it.,Facebook ads. They've treated me really well. I've been doing them since 2011.,And I've made a lot of money as both an agency and as an affiliate marketer.,Using Facebook ads. So, really, really love them.,Now, I started the agency but with my partner Steve Weiss. Who has gone on and,I don't work with him anymore. But he rebranded the agency is Mute 6. And,he's grown it to over 140 employees. It's the best Facebook,marketing agency around right now. Now, I'm going to go over some techniques of how,you can build your own Facebook marketing agency using the tactics that,I and and Steve used to grow our agency. Now, the first step is you need to either,be an expert or you need to find an expert in Facebook advertising okay? To,be an expert, you can go through a lot of courses but really, I would suggest if,you need to get your hands dirty. So, you could work for another company, work,for another agency such as Mute 6. And learn Facebook ads from people,who are masters of it doing it every day. Experience is the best teacher of them,all. Or you could find an expert and just mark up their services. Now, when you're,marking up somebody else's services. As an ad agency, in general, you should be,seeking to do 100% markup of whoever services you are selling. Okay?,100% markup. So, if they're charging $20 an hour, you are selling,their services for $40 an hour. If the person is charging $50,an hour, you are marking up your services to charge $100 an hour.,That's as an agency, standard practice is you mark up by 100%. That,might send a lot a lot. But the rest of money needs to be used for operations, it,needs to be used for office space or it needs to be used for equipment, insurance,,legal fees, lead generation, marketing, meetings, conferences, booting. There's a,million things involved in starting an agency. So, just make sure. Don't,shortchange yourself. You should only ever be marking up people's labor and,time at 100%, if you're running an agency. The second step is you,need to identify where your clients are. Okay? Identify where they are and where,they are going for help. Where are they currently going for help?,Now, for Facebook ads, I'll tell you from experience. There's a few places people,are going for really any marketing help. And I'm going to list out a couple. I'm not,going to actually draw it on the board. But you can just pause the video or replay,this section. I'm going to go through them, okay?,One is Quora. Quora. Q-O-U-R-A. People, usually, pretty smart people who run,businesses are asking questions on Quora. It's a question and answer search engine.,And you can find people that are asking questions. They're saying, "How do I make,my Facebook ads profitable? How do I advertise on AdWords? How do I do,whatever?" And you can go in and you can just answer people's questions for them.,Same thing with Yahoo Answers. But Quora team seems to attract a really,highfalutin type of you know business owner investor-type person. So,,you can go on Quora. Answer a bunch of questions. You'll get authority on there,and it'll come back to you in client's. I remember we got you know, some clients,for my agency at the time from just people finding our answers on Quora. And,saying, "You sound like a smart individual I want to pay you money to manage my ads.",Another place people go to to find information about subjects is YouTube.,YouTube is fantastic. If you put up how-to videos, "How to advertise on,Facebook? How to advertise on Facebook's for e-commerce companies?,How to advertise on Facebook for lead generation companies? How to make take,advantage of the lead forms on Facebook? How to take advantage of the Facebook,messenger chat bots?" These are all videos. You could post, you could show off your,expertise and people will naturally be attracted to you like flies or sorry.,Like bees are attracted to honey or whatever so that you can get more leads,and more clients. Just by identifying them and addressing their problems.,Another place is forums. Okay? There's a lot of forums on the internet where,people, their niche forums, usually you have to dig around and search and find,them. But a lot of people have a lot of tribes. I have my own tribe of affiliate,marketers. If you're selling a business opportunity, could go in there and try to,sell it to them. My forums closed off because I don't want people doing that.,But the point is there are forums and Facebook groups where people ask,questions about Facebook ads. My friend, Tim Bird for instance. He runs a Facebook,ad agency. And what he did to get clients is he started a Facebook group called,Facebook ad buyers. That group now has over 80,000 people that buy ads on,Facebook, that have joined his group to learn how to buy ads better on Facebook.,Now sure, some of those 80,000 people are probably employees or probably just,messing around on the internet trying to find ad tactics. But there are a lot of,clients in there. And if you just say one out of every hundred people in that,group runs a business doing Facebook ads, that's over 800 potential clients. He has,an endless and it's much more than that for him. He has an endless supply of,potential clients for his business. And since he started the group and he,moderates it, he is the authority on all things Facebook ad related within his,group. Great strategy. Another way is help desks,,okay? So, if you... Let's say you use Salesforce or Infusionsoft. Different,CRMs. You know, different CRM or even Facebook ads. If you go on Facebook Ads,,you'll see there's, you know, you can usually write comments or people post up,questions. If people are asking questions about Facebook Ads, you can answer their,questions on Helpdesk. Again, part of this is about,where are your customers going when they are in pain? When they're looking for,answers to these things. Other places can be business associations or business,meetings or conferences. Such as I was just at this conference called Funnel,Hacking Live. It's for people users of Clickfunnels. There are 5,000 people,there that many of them advertise on Facebook because we're all running,marketing largely ad online advertising related businesses. So, a lot,of us are looking for help with Facebook Ads. I hired 3 Facebook ad agencies,at that conference. Okay? So, just because there are other Facebook ad agencies at,some place, doesn't mean there aren't people like me who will just go,to a conference. I literally just went there to find more ad agencies to hire.,Because I figured if somebody is there, somebody attends this conference, they're,smart, they're looking to learn, they're involved in the community, they're used,to working with clickfunnels. And they'll need to know how to work with,clickfunnels if they also want to do my Facebook advertisement. Great place. But,you know, for instance, other CRMs I'd say Salesforce or other you know,Infusionsoft. Salesforce and Infusionsoft or CRMs that focus on either companies,that have sales floors or companies that have like marketing operations.,And if a company has a sales floor or a marketing operation, they are a direct,response company and they measure dollars in dollars out. Or they they have,a significant presence and they have a lot of money to spend on advertising. So,,those are great places to go. Now, once you've identified where your people,are, what you want to do is you want to give value. Okay? This is the nature of the,world. It's if you give it, if you give value it will come back to you. But again,,don't be egotistical and try to give value to people who don't want it. Part,of this what we did in identifying is we're trying to identify where people,want to learn more about Facebook ads or where they want that.,Now, to give value, ways you can do that is I sort of answered it. In number 2,,is answering their questions. Answering their helpdesk questions. Going on there,and just saying, "Hey man, here's how you to optimize that ad campaign more." If,somebody said, you know, posted in that Facebook group I mentioned. And they said,,"Here my stats in my ad campaign. I can't tell how to lower my cost per lead,anymore. Can you give me anybody here give give any insight on what I could do,to better advertise?" And if you write a really good response and tell them,exactly how they can lower their cost and increase their business,,maybe that guy will hire you, maybe he won't. Maybe other people who view that,post and view your answer will hire you. It's a way of putting yourself out there,and helping others, okay? And it's not salesy because you're putting your best,foot forward. Other ways are you know, if you if you're, doing speaking. If you're,speaking at local meetups. You know, one thing I did was around LA, I would...,There's a lot of different meetings every single night. You know, in my area,which is the tech. I live in Malibu now. But it's very close to the tech,community there. And a lot of businesses are trying to find more users and more,installs and more customers. And people, there are a lot of meetups about,how to do marketing. So, I would speak at some of those and I just go, you know, I'd,speak and I'd say, "Hey, here the 5 things you need to know to get more,results out of your Facebook ads without spending an extra dollar." And people,would suck it up and you know I'd get some clients out of that. Because people,would say, "Hey, that's smart. I have more money than time. I'd rather just give you,my money and for your time to do this for me." I'd say one of the best ways. And,this is a staple of what I did is in terms of giving value, probably the most,powerful way to really close a client is just go in, get access to their Facebook,account and do an audit, okay? Just say, "I will do a free audit, I'll do a free,run-through of everything you need to do to make your Facebook account better." Or,just say, "Hey, let's meet up at... If you're close. You know, say let's meet up at a,coffee shop and I'll look at your Facebook account and see if I have any,ideas of how you can do it better." That's the best approach. That's,what my partner did. You know and he closed really big deals. But going,about it that way and just leading with your best foot forward and giving a lot,of value with a free audit is... Getting in somebody's account is always,the best way to do things. Especially if you link your accounts. And then you do,an audit, that is a layup. That's the easiest way to close a deal. And also, it,puts you... You give them value. You know, some people might say, "Hey,,thanks." If you approach everything without that desperation, you're like, "I,want to close a deal." If you just do it kind of like, "Okay, like maybe this one,will go. Maybe this one won't." And you give somebody you know a couple page,write-up on what they can do to improve their business. I mean that's phenomenal.,That's phenomenal. Not enough people are doing that anymore.,And you give them a write-up and you say, "Hey, let your own team implement it. Or if,you don't want if you want our team to implement it, you know, we can we can talk,about pricing." But you know, you leave it in their court. Say, "Hey, I hope that,helped. You know, you're a cool guy run a cool business. Let's uh... You know, if you,want any more info, hit me up and you know put together a package for you.,Leave it like that. Never, never, never go into that hard closing. At least that's,always been my styles. Really make it buddy-buddy. And you know, I even liked,,you know, if I was going to do deals, hang out you know get a beer. You know, you,don't... Things don't need to be formal. Things don't mean to be like closing,people in a conference room. If you're trying to close a big client for your,facebook ad agency, go to a cigar lounge and just smoke cigars. And you know, chat,and chat about you know how kids are crazy and you know politics is nuts. And,you know... And say, "Oh, yeah. I like you, you like me, let's do business together." Very,chummy. Another very powerful way to get yourself out there. And this is probably,the most powerful way. It's case studies. If you post up case studies, if you post up,let's say a 2 page write-up of, "Hey, here's where a Facebook account I was,looking at was before I started working at it." And you say, you know, their cost,per sale was took him $20 to get a new customer. And it, you know, the,average customer value was $30. And it cost them... You know, and they were,spending $10,000 a month and their ads were getting a 3% click-through rate.,Whatever you're talking about, you lay out what they're advertising looked like,before you came in. In one page. And then in the second page of a PDF or whatever.,You lay out how their advertising looked after you went in and changed around,things. And you talked about what you did to get that result. That blows the socks,off of people. People will read through case studies ALL. DAY. LONG. Because you're,showing people real results. Now, one of the reasons people subscribe to my,channel is because I actually go in on my computer and I show people how to do,advertising. They don't just talk about it like I'm doing here. And by the way, if,you want more videos... If you want to see some really cool videos on some actual,advertising being done live, I'm going to have my assistant throw up a link here,to a playlist I have called the Art Of Copywriting. Now the Art Of Copywriting,is with my friends Carlos Cruz and Ronnie Sandlin actually writing ads and,advertising them live. They're kind of long videos but they're really exciting,if you want to get into affiliate marketing for instance. But giving value,with case studies and audits is I'd say the most powerful thing. What did you,find the most interesting? Was it about how you can find an expert and markup,their services? Was it about how you can you know the places where you identify,potential clients for your Facebook ad agency? Or was it the fact that you know,,how you can give value with free audits or case studies or whatnot? Let me know,in the comments what was the most valuable. Also, make sure you subscribe to,my channel if you're interested in learning more about online businesses,and ways that you can make money. When you subscribe to my channel, you'll get a,free course on how to do affiliate marketing. And make sure to hit that,notification bell. Just slam it because I do a frequent or infrequent livestreams,where I give away insane prizes.

The above is a brief introduction to how to setup a facebook ads agency

Let's move on to the first section of how to setup a facebook ads agency

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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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