hey miles Bechtler here with miles
Becker calm this video we are going to
look at how to get your ad set level set
up inside of the power editor for a
successful Facebook pay-per-click
campaign now if you're just joining me
on this one you should have a campaign
set up already and if you don't go check
out the last video that's in the
description here so here we are inside
of the power editor and you can see I've
got the campaign set up that I saved in
the last video and automatically started
the ad set before we jump into that a
quick kind of another note or tour
around the power editor we're able to
manipulate things here inside of the
power editor and when we want this to go
live we have to click the green review
Changes button up here now you'll notice
I'm on the campaign level and I click to
add sets it automatically sets this ad
set up with the tick box here and with
this check box or tick tick box clicked
it wants me to click apply and now
everything's locked in on this ad set so
when I have ads here it'll only show the
ads that are available to the ad set so
if you're kind of looking around for
something you can't see it you might
want to click this X because you might
have a different campaign or ad set you
can see on the campaign level it does
the same thing I can click there click
apply and now it's only going to show me
ad sets and ads that are associated with
the campaign that I have locked in here
if you only have one like I do it
doesn't matter right it's the same
amount but when you have like 12
campaigns and 30 different ad ad sets
and a hundred different ads you really
need to make sure you're kind of locking
in through this apply the ad set that
you want to manipulate so we have the
campaign level ad set an ad level this
video is about the ad set and if you're
looking for like where do I manipulate
it over here on the right we've got this
little pen or crayon you simply click
that and it slides out you click it and
it goes away this is how we manipulate
things inside of the power editor so
I'll jump to the campaign level you'll
notice it's open on the campaign level
if I want to close it close it there
alright so that's enough kind of
management of the power editor but it's
important to know what we're doing here
on the ad set level is we're taking our
campaign we created in the last video
and we're identifying who the Facebook
users we want the ads that are inside of
this campaign an ad set to display -
this is also a great time for us to
consider our split tests if we want a
split test age or gender or the location
of the individual etc that all can be
managed inside of here I'm going to do
what I consider a basic setup inside of
the ad management inside of the ad set
level just to give you some ideas of how
to get this going for yourself whether
you have custom audiences look-alike
audiences which we've covered in
previous videos this is really kind of
the rubber meets the road point not to
negate the power of copywriting in the
ads which we'll cover in a future video
but this is the the magic of the
Facebook plate the Facebook
power editor so let's dig in the ad set
name we can come back to this because we
want to get it targeted for example if
we're doing us only and we're going to
focus this ad set on men and we're going
to go 25 to 55 and then if we're going
to split test this against women of this
same age we would then duplicate this ad
set and we would change it to women and
we would change that down here so we do
want to use kind of identifier I don't
set this up first I usually come back to
the ad set name at the end based on how
I get this going
budget and schedule is the first thing
we see what I like to run starting out
on a campaign is 30 dollars per day I
think at $30 a day budget gives me a
great reach it helps me get good data on
my split tests and honestly it's under a
thousand dollars a month so it's easy
for me to duplicate these out I can run
four or five or six different campaign
or different ad sets at $30 a day and
I'm still going to be you know under
five grand a month which is a kind of a
safe
comfortable place now if those numbers
scare you know that I've been doing this
for awhile I've spent tens upon tens
upon tens of thousands of dollars in the
system so I'm obviously on the advanced
side for you getting started
I think thirty dollars a day is a great
budget to start with you can always turn
it off it's pretty easy so we want to
set up the the scheduled date I like to
start it the next morning from when I'm
manipulating it I don't necessarily like
it to start right away so today I'm in a
different time zone I'm on the other
side of the world so this is kind of
goofy so I would say the 25th which
would be tomorrow in the US and I would
say 8 o'clock a.m. 8 say 8:50 and I
would change this to a.m. and the reason
I like to do this is I like to get a
full day with my budget or about a full
day with my budget versus starting mid
day it just helps me get kind of better
data from the get-go so I set up the
next morning it also allows me to be
here awake coherent with a cup of coffee
in my hand kind of ready to adapt adjust
and track what's going on set your end
date let's say we want to run this for a
month I would just simply click there
set that December will run it to let's
say the day before Christmas Eve and I
would end it at Stu 8 o'clock p.m. right
super simple stuff here nothing really
crazy you do have the ability on the ad
scheduling to run them on a schedule so
let's say that you know your target
market is going to be awake during
certain hours or you want to catch them
when they're home from work you can run
on a schedule but you do need to change
it to lifetime budget so what we would
do it automatically does calculation but
for this month 30 dollars a day for 30
days it doesn't automatically do that
calculation
I'd say 900 dollars so I've got my
budget set to $900 now I can run it on a
schedule and this is pretty funky kind
of in a good way I guess I don't know
why I said funky but what you can see
here is we're able to schedule different
days differently right so if I want
Monday 6 a.m. to noon and then again
at 6:00 p.m. till about 10 o'clock p.m.
I can adjust each day the same or I can
come down here to these main ones and I
can just adjust all seven days at once
and really get specific on what time of
day my ads are displaying and if I want
to go change it for Saturday and Sunday
let's say I'll run it later on these
days I can just kind of adjust them as
needed so I don't necessarily recommend
you get too deep into this at first
because you don't necessarily have data
to tell you when the best time to run
your ads are so we can run the ads all
the time to get going and we can set it
back to a daily budget and we'll set it
back to 30 all right let's go down to
the next step here the audiences this is
really kind of where the magic meets the
kind of the rubber meets the road and
this is this is some of the coolest part
of it because in the previous video we
talked about custom audiences and
setting up look-alike audiences I'll
link to those videos in the description
because this is really powerful this is
where we enter these custom audiences so
let's say I've got a couple in here I
think I did one that was MV right so I
did one and you can see here I've got Y
and I set all this up in another video
so you can follow along with this
process but I've got a customer list and
I built look-alike audiences off of my
customer list now what I want to do in
this is I want to add my look-alike
audiences and I want to exclude my
customer list I'll show you exactly how
to do that so now I've got them all
added here and the way it's set up is
I'm going to show my ad to the people
who look like my customers and to my
customers but since they're already my
customers I don't really want them to
see my ads so I click exclude this
audience so now what it's going to do is
it's going to show it to these people
who look like my customers but it will
not show it to my customers and this is
a really powerful way for you to set up
your campaigns so if you have a prospect
list and a customer list you can also
exclude your prospect list or you can
show it to your prospects and not show
it to your
to try to re-engage them to make a
purchase and encourage them to become a
customer so the gist of the audience
level is you really want to show it to
people you want to take the action based
on the ad set but you want to exclude
the people who have already taken that
action which is what we've done here and
I get to move down to the next level so
locations this is obviously very
specific you should already have this
research done from your customer avatar
research and from kind of I mean I've
covered this it like very very very
in-depth at this point through these
videos so let's say I know obviously
because I've got it here so the
countries I'm targeting might look like
or Australia the UK and the US so I'm
going to go duplicate that here and you
can get really granular on this you can
focus on people in specific cities you
can focus on people who live in cities
but are traveling in other places I
don't like to go that deep I like to
keep it pretty much um excuse me one
second I like to keep it country level
based because I want to cast kind of a
wide net and find all of my people in
the locations but like I was saying you
could say everyone here people who live
here people who were recently here
people traveling here
for me everyone there I'll even flip it
over to everyone who lives in this
location just for fun right so you can
see it's always updating off of
everything I do on how big my audience
is on the left so I've got 2.6 million
people who fit this don't fit this etc
etc etc keep going down and it gives us
the age now we can run this wide open on
the aged and wide open on the gender and
allow our data on who actually takes
action to help us refine this but from
my previous kind of research I should
know from my time inside of the Facebook
audience insights tool I should have a
clear idea of where my customers are
especially if I've uploaded my lists and
I've run my lists my customer lists or
my prospect lists through my audience
insight tool which we did in another
video so let's just say that my data
shows data shows I'm not guessing here
my data shows specifically that 45 year
old to 65 year 64 year old so I don't
want the 7 year olds notice the plus at
the end of 65 plus and I will say men
right and and I'm just I'm using this as
an example I know my target market I
know who I'm focused on specifically and
you should know this about your audience
and you should let the data drive these
decisions now you'll notice I drop that
reach down significantly to 78,000
people let me click women and see what
happens here so a little adaptation for
the video again this is for example sake
and I know that the audience is that
these are based on are highly women so
Facebook brought me a lot more women to
this look-alike audience and now you can
see I've got 1.4 million people in this
audience segment there's really two ways
you can go about it here when you're
running on look-alike audiences you
don't have to put any insights you don't
have to put anything specifically down
here for the gender for the demographics
because you can rely on Facebook's
look-alike system now I do that after I
what I call cherry-pick the low-hanging
fruit right so I want these people to
look like my best customers we got that
checked I want them to be the same age
as my best customers I want them to be
the same gender as my best customers I
want them to speak the same language as
my best customers because I want this ad
campaign to have the highest likelihood
of working from the get-go okay moving
right along this videos going to be
comprehensive there's no way to get
around a short video here so thank you
for sticking with me we're about 13
minutes in and I'm going to end it when
we get to the bottom of this list so the
next thing that we get to do is add our
interests that we got from the Facebook
audience insight tool this is further
focusing our people and if you haven't
watch that audience insight tool video
you must must must do that before you
run your campaigns because that's how we
focus our campaigns and we should have
our notepad that I covered next to us
our legal pad should have 30 specific
ideas or interests that we're going to
adhere based on brands and blog titles
and other fan pages etc so I'm going to
add a few that I know will work Tony
Robbins is one we covered it's an
interest and again you would just keep
going through this process and I will
add some of the other ones that it
automatically suggests I don't recommend
you do this I recommend you go off of
what you wrote down on your list and
you're going to keep with this until you
have thirty interests in here for the
sake of kind of time I'm going to add a
few more really quickly and Jim Rohn
Steven Covey perfect so personal
development is what I covered in that
last audience insight video that's why
I'm sticking with the personal insight
here and you'll notice what has happened
to our reach is we have really really
focused it now the fact that we've got
it focused on these these demographics
I'm gonna switch it to all probably bump
it up about twenty thirty thousand not
even so it is all women at this point so
we're really really targeted right we
took what was an audience of over two
million people and we have filtered this
down to the hundred and forty thousand
people who are one most similar to our
customers - they're the same age range
and the same locations as most of our of
most of our customers three we have now
made sure that they already like our
biggest competitors that was from the
steel your competitors customers video
in the audience insight tool now we have
a really highly targeted audience that
we're going to show our advertisement to
and we know these people like personal
development which is my niche that we're
using for example purposes because
they've already liked these
their pages they've liked at least one
of these 30 pages that we had on our
notepad that we wrote down and we've
added here so this is really targeted
what do I want this number to be I
really shoot for about a hundred to
three hundred thousand I think is a
great target if I'm in the million-plus
range when I'm getting started I'm too
broad if I've been running ads for a
while and I'm expanding my audience and
I have a funnel that I know converts I'm
converting thirty to forty percent of my
clicks to subscribers and I'm converting
two to three percent of my subscribers
to one-time offer purchases then I'm
willing to grow this reach into a
million plus but until I have those
numbers dialed I want to keep this small
because I want to be hyper targeted and
hyper relevant with my message with my
free offer and my one-time offer I want
it to be really focused on people who I
know have a real high likelihood of
liking what I'm offering
moving right along we're going to keep
going here the connections I don't
really add a connection type generally
we do want them to be actually if you
wanted to only display your ads to
people who like your page you can add
that here but I'm not going to add that
in because that's going to cut this down
to next to nothing I want to reach
people who don't know about me yet but
they like my competitors and they match
my customer profile so we're going to
skip that and we're gonna kind of keep
going now on the bottom this is huge uh
automatic placements recommended is
going to waste your money you need to
click Edit placements and you have to at
minimum remove the audience Network
right I personally don't even really
like marketing to Instagram yet I don't
I have not found it to be profitable I'm
not saying it's not if you're in the
fitness niche or certain niches it will
work for you but it just has not been
profitable for me so I remove that based
on my past data this little drop down
here is an important one you notice
there's feeds and there's right column
so the right column are the tiny ads
that fit over on the right under you're
kind of like updated people who's doing
what who just commented on
what I don't like showing them there I
want it to show up in the feed this is
the big big image that shows up right in
the middle of the time line it's a
sponsored post people are scrolling
through on their device or they're
scrolling down on their computer and my
ad shows up just like one of their
friends or family members posts on
Facebook it's exactly what I wanted to
show it costs more for this but I'm
willing to pay for that because it's the
kind of exposure I want for my ads and
down here finally we get to the last
step here which is how do we optimize
for the ad delivery on everyone
depending on the campaign type these are
going to be different for us starting
out with a cost per click campaign we
want to start out with the link clicks
which is recommended CPM is impressions
you get charged every thousand
impressions an impression is simply when
they display it but I don't want them
simply to display it that's very easy
for them to do I want Facebook to help
me get clicks because I want these
people to click and go to my free offer
and enter the top of my funnel
so this incentivizes Facebook to find
out of this hundred thousand people the
ones who will actually click on my ad
because I want them to click I don't
want to just look I want them to click
when do I get charged link click CPC is
exactly when I get charged this means
I'm going to know for a fact I'm getting
either a 30 cent click or a 50 cent
click or 75 cent click and every time I
get a click I pay Facebook for that
click not just for the displays and then
the delivery type we're going to go
standard here actually we got to go
under more options now link click
alright perfect impressions is the other
one we want link clicks and here the
delivery type standard I sometimes play
with accelerated I would say this is the
danger zone for you as you're starting
out if you're not getting enough
displays you can set it to accelerated
but what can happen is Facebook can
spend a lot of your money really fast
it's essentially an auction and if you
have a low bid at the auction you could
say hey accelerate me when my 25 cent
per click
bid goes and they'll give you all the
ads clicks they can win the bids get
down to your 25 cent per click level but
the challenge is you could spend 30 50
70 $100 like that I've actually spent
like 800 dollars overnight on accident I
only made about 200 250 back on that so
I use this from time to time to try to
juice my campaigns but sometimes it
bites me in the ass and I would highly
recommend just sticking with the
standard delivery let's go back up here
real quick so one thing I skipped again
they've moved this is these Advanced
Options so we have the ability to kind
of tweak who what devices get to see our
our ads right so one of the tricks I've
heard is people going on the iOS devices
and you can see iPads iPods and iPhones
you know you can remove the iPads you
can remove the iPods you can add back
the iPads if you want you should do this
based on what you know that you're kind
of subscribers and your customers want
another kind of cool hack that some
people do is to only display to like
iPhone 5s and better so you can enter
literally all of the iPhone 5s I did a
fifth generation iPod Touch and then all
of the the sixes and the 7s and what
you're doing with this is is essentially
saying you know how these people bought
a new phone if these people spent 500 to
700 dollars on a new device in the last
I don't know couple of years right how
long have the fives been out I guess
three years and what this does is it
kind of like keeps from showing to
people who are still on like Apple
iPhone twos you know they haven't
updated their phone forever because
they're they're cheap and and the odds
of someone that cheap purchasing from
you go down significantly but we're
going to notice is our reach is now tiny
right we're only 49,000 people so we
might want not want to do that we might
want to leave it set to all mobile
devices and keep this up to a hundred
thousand if you're sitting at like 500
thousand and you play with those and you
get it down to 150 thousand
might be worth it in this scenario I
want the reach more than I want specific
people on specific devices we can go
back and take care of that later so one
other thing we missed here is the bid
amount and on the bid amount it has it
set to automatic and Facebook's
going to set the bid that's going to
help us get the most clicks at the best
price
I don't trust Facebook I don't trust
above Berg I know that Facebook's
interests are focused mostly on the
investors and they care more about
getting good return on investment for
their investors than they do about
making this a positive experience for me
as an advertiser so I like to take
control of my bidding and you'll notice
these cost per bids appear to be
absolutely ridiculous right like I would
never run a $3 per click campaign I
don't even run campaigns for $1 a click
what I do here in this situation is I'm
going to put in about 85 cents per click
and I'm going to run it and I know for a
fact that Facebook's like yellow buddy
like you're way under priced here and
this is where what I would do is I will
run this campaign and I'll monitor it
for the first day if I get 0 clicks in
the first day I'm way under bidding what
I would then try is setting it to
accelerated and I would monitor it very
very closely every half hour 2 hour I'm
refreshing my stats to see if I've got
any clicks at all at an accelerated pace
at this lower price and what I would do
is I would end up creeping this forward
until I see that the accelerator is just
cranking out clicks and I'm getting lots
and lots and lots of clicks and my ad
spend will kind of spike in a half hour
hour 2 hours if I spike I mean I'll
spend ten or twelve dollars right it's
it's going to spend a good portion of my
daily budget relatively quickly when I
see that happen I change it back to the
standard delivery and I continue to
monitor it and see if I found what is
that lowest price per click I can pay to
still get clicks and still get exposure
on their ad platform without having to
pay their redonkulous prices that they
seem to advertise also I've got the
targeting that I put in here
this is really seriously affecting it
remember I was just clicking on their
suggested targeting well these are the
most popular targeting that they show
everyone again if you went through the
previous video where we went through the
steal your customers or steal your
competitors customers using the audience
insights tool you would not be relying
on the ones they recommend you did the
grunt work and you found a list of 30
different interests that no one else
none of your advertising competitors
know of these people so the fact that
Facebook recommends all of these people
to every advertiser in my niche is why
there's so much competition and the fact
that there's so much competition is why
this suggested bid is an out-of-control
price so when you enter your 30 that you
found from Amazon you found from
personal research and you found from
just knowing your audience this number
the odds of this number being a lot
closer to $1 a click or under $1 click
are much higher I constantly it all see
dollar $20 30 per click in this range up
to 2 to 50 and I'm constantly still
getting clicks for as low as 40 50 60
cents it takes a little bit of fiddling
with these kind of optimization and
delivery options but for me that's what
I like to do because I've got the time
and again I'm just trying to find the
low-hanging fruit the cheap clicks that
convert and turn into customers and when
I find it I just let it run and I don't
tweak with it anymore when my numbers
start working I stop playing with things
and I just let Facebook run my thirty
dollars a day or whatever my budget is
so at this point Wow we're like 26
minutes in we have covered in depth the
entire ad set level which is really
powerful here so the one thing you might
want to do at the end here is based on
what we did on all of these kind of
settings we may want to come up to the
top right and go here and say so it was
us G B a you all 50 what was a 45 to 64
and then you can even say like iPhones 5
plus right so if that's what you ended
up doing in this target that's what you
could set it as and then what we have
the ability to do is actually duplicate
this ad set so you get all the exact
same numbers duplicate your budget so
you would spend double but what you can
then do is let's say you could set it up
to let's say we have this one set to men
and we go set the duplicate up to women
and we're literally running at the same
time the same campaign towards men and
the same campaigns towards women so we
can see through the data are we more
profitable advertising to women or men
and when we know when we have data that
shows one of those two demographics one
of those two genders is a better deal
for us as an advertiser we then know all
of our future ads run only to that
gender and it saves us a lot of money
down the line so we're not showing ads
to the gender that has a smaller
likelihood of taking the actions that
they want got pretty geeky here to be
honest with you and that's that's okay
because if you're really in this level
of running these kinds of ads and
getting these going it gets kind of
geeky I'll be perfectly honest with you
here so what we would do here is review
our changes and upload I'm not going to
do that yet because we're going to go on
to the next step here which is create
ads and that's the next video of where
we're going so we've got these ads we've
got this ad set all set up that's enough
for this video so again I'm miles back
there with miles better calm thank you
very much I commend you on going through
this far most people never get this far
inside of their marketing and I can tell
you from 100% personal experience
getting to know and getting comfortable
with this tool combined with optimizing
and managing and building my funnels has
totally revolutionized my business and
has taken me from kind of a one trip
renewer and and someone who had a side
hustle that paid enough for his
lifestyle to being a successful business
owner I now can measure my investment in
advertising and I can measure my return
on that investment and I'm able to scale
my business online
thanks to literally these few tools that
we
covered here so if you liked the video
give me a thumbs up here in Facebook
leave me comments if you have any
questions and subscribe to get the next
video when it comes out because we are
going in to actually create some ads
once this is done thanks again for your
time to appreciate it
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