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So I have to mention levels throughout this course while creating a Facebook ad and by levels I mean
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steps.
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Your first step.
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Second Step.
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Third step.
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Your first level or first step of creating your Facebook ad is the campaign level.
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This is where you select the objective for your ad.
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The second level or the ad set step is where you select your audience your targeting your budget your
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schedule and your ad placement and finally the third level or the third and final step of ad creation
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is the ad level.
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This is where you create your ad you format it set the media and finally create the ad
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so when you first create an ad under the campaign step you'll be asked to select a marketing objective.
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So these advertising objectives are what you want people to do when they see your ads.
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So the objective you choose in this first step of ad building under the campaign step will align with
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your overall business goal.
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The first category will be awareness.
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These ad objectives are ads that generate interest in your product or service.
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The middle column and selection is consideration.
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These objectives get people to start thinking about your business.
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Getting to your Web site signing up for newsletters and the final objective category on the right will
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be conversions.
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These objectives encourage people who are interested in your business to make that purchase to sign
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up for your service.
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So as you can see once you click that create ad button here you'll be selecting your marketing objective.
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Under the campaign step so awareness consideration conversion for most of my clients I start out with
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page likes to build their page up with likes and build social clout.
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People see oh they have ten thousand likes that gives a little bit of clout.
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It gives a good feeling to that customer that other people are liking and following this brand.
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Then the next objective values are post engagement.
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Unfortunately in the past just because people like your page your pages post would show up in their
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news feed but anymore the organic reach of Facebook page post is under 10 percent so you'll need to
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use post engagement ads to promote your actual post to your entire page following another great one
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under awareness our reach ads that I use for local awareness I use this for brick and mortar businesses
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such as dentist they don't have a nationwide reach right.
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So I just do a 10 mile radius around their store around their business and we build awareness visa free
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offerings things to get people in the door right.
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Then you can prove your customer service your product and so on then brand awareness and think of billboard
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Coca-Cola Pepsi.
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These big brands they're not necessarily promoting a single product but rather just the brand the logo.
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This is what these ads are for.
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If you just want to get your brand in front of the most people.
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These are great ads.
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So the ad type I use the most over 50 percent of the time for my clients are traffic ads.
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I want to get potential customers to my clients web.
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By doing this.
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I'm building a custom audience on that Web site for the pages these Facebook visitors go to so as long
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as you set up your custom audiences correctly these Web site click ads or objectives are great for building
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those custom audiences.
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Then later on I'll use Web site conversion ads to retarget those custom audiences to close the sale.
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So maybe I just get them to the Web site get them to a newsletter sign up give them more info about
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the product or service if they don't purchase it.
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The first time to your site no worries we can retarget them again via a web site conversion ads.
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Hey you've already been to this site or check out this product just like this.
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These Web site conversion ads are a great way to retarget these people who initially came to your site.
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The Web site clicks So you can close the sale with Web site conversions.
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These are my two most popular ad.
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I will be split test ads within a traffic campaign to find my optimal demographics my optimal age my
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optimal interest to target.
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Then as I get my price down and my click rate up then I start retargeting those custom audiences via
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conversion ads.
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I'd say the third and fourth most popular ads I use are video views and lead generation.
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If you haven't created videos yet you need to start.
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Think about it when you're in your News Feed do you stop on photos more often or when an auto play video
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comes up.
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Data shows video engagement is much higher.
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So spend the time to shoot a video.
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Film it on your smartphone whatever or even do a voiceover and create a slide by slide video using PowerPoint.
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You can save as a dot in P4 start using video to convey your marketing message and finally lead generation.
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Most customers don't want to leave Facebook.
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They're on Facebook for a reason right.
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They don't want to go off site to your MailChimp sign up to your lead page capture form.
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The beautiful thing about lead generation ads is that you can capture the person right on Facebook.
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You can capture their email their phone number and many other metrics right in that user's news feed
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without them leaving the site.
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So make sure to use a balance of all these marketing objectives.
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But think of them as steps building the awareness getting them to buy into your brand.
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Visit a site give you a lead and then finally converge and close the sale sell the product get them
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to sign up for an offer and so on.
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