Original subtitles

Hello and welcome to this bonus training as part of your in flight experience on

business class. This is Facebook ad fundamentals and my

name is Amy Bleefnik and my company is called five eleven west and we help

online course creators and coaches and e commerce businesses grow and scale their

businesses with the power of Facebook and Instagram advertising.

And I just want to mention before we get started, when I say Facebook ads or

Facebook advertising, I am talking about Facebook and Instagram.

Both of them are under the same platform so.

I will be digging into the Facebook ad platform specifically today, but talking

about Facebook and Instagram because you can run ads on all the placements.

So let's dig in.

So today we're going to cover mindset and

preparation and things that you need to think about before you even start

thinking about running Facebook ads or start building things out in the platform

itself, funnel and audience basics so you understand the foundations that are

necessary before running Facebook advertising.

Tracking and reporting so that you can understand what's working and what's not

and how to track the results that you actually want to get for your business.

Setting your goals and knowing your numbers.

Campaign structure so how things are structured within the Facebook ads

platform audience targeting so you can find your perfect passenger when running

Facebook and Instagram ads and then digging into the data so you know what

numbers are important to look at so you can understand if your ads are working or

if they aren't.

And then I'm going to dig into a case

study showing the business class ad strategy for the last time we ran ads for

the launch of business class, which I had the great pleasure and honor of running

the ads for.

And we'll show you exactly what our ads

looked like, what worked, what didn't, and what those kind of stats and numbers

and data looked like on our end.

So let's get started mindset and

preparation. So these are the things that I want you

to think about before you even get started with Facebook advertising it's

way better to come into it thinking like a scientist, realizing that you're going

to play around and look at data and information to try to figure out what's

working and what's not.

Realizing that you're not going to come

in and just have winning ads automatically because it takes time to

test and understand what your perfect passenger is looking for, what works for

them, what converts the best.

So testing is the name of the game we are

testing. We are buying data essentially, or

gathering information to understand what's working and what's not about our.

Ads about our funnel, about where we're driving them afterwards, about how we are

intentionally leading them to ultimately purchase something from us.

So there's lots of different variables here and lots of different components to

really think through when it comes to running your ads.

The ad itself isn't going to make someone buy from you.

It's a journey and it's an experience that we'll talk about in a few minutes.

But there's lots of components to think about, like messaging your like how you

speak to your perfect passenger, the hook that you're offering them, like a

discount or a free discovery call.

The offer ultimately that you're leading

them to, whether it's your course or your program or your one-on-one coaching or

your physical product.

The audience that you are speaking to,

the funnel experience and the shop experience.

So where you're driving them from Facebook or from Instagram off platform

onto your funnel or onto your shop experience.

All of these things have impact on how your ads perform.

So think about it as if we are building that no like trust factor that Sophia

talks about. It takes time for people to know you it

to find out that you even exist.

It takes time for them to like you and it

takes time for them to trust you.

So it is an upfront investment.

No longer can we run ads where we are driving cold traffic people who have no

idea who we are to buy something.

If you think about how you purchase

things and maybe how you even came about purchasing business class and joining

this program. They probably, you probably had heard

from Sophia before and seen seen some stuff from her and maybe attended the

master class and then thought about it for a while and saw some ads or got some

emails and were nurtured and then you would felt comfortable to trust her to

make this investment.

Just think about things how you buy stuff

like put yourself in your perfect passenger shoes and think about that

journey and what it took for to get you to take action and purchase something or

invest in something.

So this is.

Something that I strongly recommend before you start with Facebook ads,

especially now because things have kind of changed in the paid advertising and

Facebook ad landscape, especially over this last year and the iOS 14 update that

rolled out in June.

You want to make sure that, and this is

this is true for anything really, like if you're running paid ads or you're running

paid traffic, you want to make sure that your offer is validated.

Unless you have a budget that is dedicated to like testing and validating

and you can do that upfront investment to buy the data and buy the information,

that's great. If you have that budget, amazing.

Generally people are bootstrapping or don't have the budget, so you want to

make sure your offer is validated in an organic way, meaning you have sold it to

a handful of people, you have talked to people about it.

You to the next point really know and understand your perfect passenger, how

your offer or your product.

Helps people, the transformation it

provides, and you've actually sold it to some people, so you know that it's

validated and people want it and people are ready to buy it.

Now it's just a matter of getting your messaging dialed in for your perfect

passenger and then having that funnel set up or an intentional path for qualifying

and nurturing your new leads.

This means landing pages, email nurture

campaigns, a content strategy like how are you showing up for your audience and

your community and your perfect passenger in a way that.

Gives them value and educates them and teaches them and guides them to the

perfect next step for them, which is your product or your offer.

So this is really important.

If you have a brand new funnel that

you've never driven traffic to or you've never sent people through, you don't know

how it converts, you don't know how it works.

Maybe you have a like 5 emails on the back end and then it leads to an offer.

I would recommend testing that organically as much as possible.

So that, you know, like, OK, when I amplify my message that I know is already

working with paid advertising, it's going to work.

Otherwise, like I said, if you have a testing budget where you're like I have a

brand new funnel, I don't know how it works, but I'm willing to invest 500$ or

something to drive traffic into that funnel to see the conversion rates to

understand what's working and what's not.

Like I talked about like acting like a

scientist, it's fine if you have a brand new funnel or offer, but you have to

understand that. You're probably going to be testing and

qualifying and figuring things out for a while before it actually starts working

so that if you don't have these things in place it it will be more difficult.

It used to not be the case.

It has gotten more difficult now.

So just like really thinking through your whole journey and knowing specifically

what you want people to do and the ultimate outcome that you want to create

in running paid advertising and like I've talked about.

A few times already it comes down to time or money.

Like you can either spend a bunch of time driving organic traffic with a content

strategy, getting in front of people, doing live speaking engagements,

partnering with people on podcasts, getting in front of other people's

audience and doing other ways aside.

Besides paid to get people to move

through your funnel to see how it works, to then feel confident to invest in ads

and drive more traffic to that funnel.

Or if you have a budget where you can

spend more money upfront.

To test and get that data to move through

faster then that is great and you can, you can do it that way.

Funnel and audience basics.

So you have seen this before.

This is the no like and trust funnel that Sophia has talked about.

So people at the top know who you are.

They like why do I care?

They start to trust you.

Are you an expert and they buy from you.

Can you help? How can you actually help me?

So I like to break this down when it comes to paid traffic to think about the

top of the funnel, the middle of funnel and the bottom of funnel and the top of

the funnel, people have no idea who you are.

They're just starting to see that you exist.

And so then once they either start seeing your content out in the world, what

wherever that may be, then they move into the middle of your funnel and that could

look like maybe they've opted into your email list or they start following you on

social media or they.

Subscribe to something or download

something, or maybe even make an initial small purchase that is the middle of the

funnel. You're building the like and trust factor

here, and then the bottom of the funnel is people who are ready to buy or like

super close to buying.

In terms of paid traffic, I also like to

think about it in like temperature.

So top of funnel people are really cold,

they have no idea who you are.

Like I mentioned, middle of funnels,

they're warming, you're warming them up, you're loving on them, and then you're

getting them to take that next step to invest with you.

And then the bottom of funnel is hot traffic.

People who have checked out your sales page, people have looked at your offer,

who are seriously considering and thinking about buying something from you.

Tracking pixel.

So this has changed quite a bit.

So I'm going to talk through just the basics of the pixel and then talk through

like what the changes are that have been happening and what are, what the future

could look like because it's kind of like in the middle of a shift right now.

So the Facebook pixel, it allows you to see what's working and what's not when it

comes to running Facebook ads.

It's a little tiny snippet of code that

sits on your website and in a browser, meaning like.

If you're using Chrome or Firefox or Safari, it sits on the browser and it

tells Facebook what happens when people leave the platform, when they leave

Facebook, or when they leave Instagram.

So you can set it up to see like how much

traffic your website is getting or your landing page is getting.

And then you can set it up to track the conversion event.

And that is the ultimate outcome or action that you want somebody to take on

your website. And that could be a purchase or an optin

or a lead or a download or a subscribe to the newsletter.

Or whatever it is that you want people to ultimately do.

The Pixel allows you to tell Facebook, go back to Facebook and say, oh, this person

became a lead.

And Facebook can say, great, now I can

find more people that look like this person who became a lead, or more people

who look like this person who purchased.

And it just feeds the data back to

Facebook so it can optimize and find more people that look like that and report

back in the Facebook platform this ad specifically is working or this audience

is specifically working.

Facebook will guide you through this

process if you're setting up the pixel for the first time.

I didn't want to get into all the details of setting up the pixel here because it

changes sometimes on the Facebook platform.

So the best way is you can Google how to set it up for your specific platform and

there's tons of like YouTube videos and things like that.

If like if you're if you want to set it up for kijabi or you need to set up for

Squarespace or you want to set it up for click funnels or any of these other like

landing page builders just Google like how to set up the Facebook pixel for

Squarespace or whatever.

And they have they tend to have their own

help articles that can really help you or somebody has done it on YouTube and it's

more up to date.

And then I recommend downloading the

Facebook Pixel Helper which is a Chrome plugin so if you use the Chrome browser.

You can get this plugin and it sits on your browser and allows you to see when

the pixel is installed correctly and when it's firing correctly on the conversion

event that you want it to fire on.

So things have changed with the pixel

since the iOS 14 update.

So basically people were given the option

on iPhone devices to opt.

Into tracking.

So like if you remember you, you probably saw a pop up that was like allow this app

to track you across platforms or across apps or something like that.

And a lot of people said no because people feel like it's a privacy invasion

and they don't want Facebook to follow them around the Internet anymore.

So from what we can tell, I think maybe like 50 % of people opted out of

tracking, it's it's just kind of completely changed how Facebook can see

things on the Internet and that means in general the industry is moving away from

pixel or browser based tracking.

So that code snippet sitting on the pixel

and giving all of the data back to Facebook and Instagram that is kind of

going away. Most platforms are getting rid of cookie

based or pixel based tracking and.

I want to just explain real quick on

platform versus off platform.

So like Facebook can still track what

you're doing on Facebook or on the Instagram app even if people opted out of

tracking. It just means that when they leave the

Instagram app or they leave the Facebook app and they go to your website, Facebook

can't see as much it they have set it up so that you can track 1 ultimate

conversion event. So that you can see like OK this person

eventually purchased but now you can't see as many of the different conversion

events as you used to be able to.

Things are moving towards this thing

called conversion API or server side tracking.

This gets kind of technical and deep, but it's basically like rather than sitting

on the browser and feeding all of the data back to Facebook, your platform

where you host your website or your landing pages, or like like kajabi or

click funnels or Squarespace.

Or even like your CRM system like where

you have like like MailChimp or active campaign or drip Conversion API allows

you to set up an API connection between Facebook and your platform and then the

platform can send information back to Facebook through the API so it can

control what Facebook can or can't see.

And it's it's kind of, it's avoiding the

browser based tracking, it's avoiding avoiding kind of the privacy stuff.

But it's it's still sending information back to Facebook.

This has this is very complicated to set up.

As of right now.

It takes like a web developer to come in

and like set up all this API tracking and like write a bunch of code.

So it's kind of beyond my understanding as far as like setting up the pixel like

the Pixel's really easy.

You copy and paste the code and the

header of the website and it's fine.

For conversion API, all of these

platforms are now kind of scrambling to make this easier on the users of their

platforms. So like Khajabi has added a space where

you can set up your API key.

They're all getting better at it, but

right now we're kind of in the middle of it, like working or not working or being

set up properly or not.

So I would just dig into your specific

platform and if they have conversion API stuff available, I think eventually,

probably within the next year, everybody's gonna get their stuff

together around this and it will be fine because all of these platforms and

Facebook and Google and everybody has a lot invested in making sure that people

can see when their advertising is working or not.

So I provided a detailed walkthrough training for setting up the Facebook side

of things.

So now you have to verify your domain,

you have to set up conversion events, and you need to.

You can find your API key to set up conversion API and server side tracking

on your platform.

That's a separate video that digs into

this more technical kind of stuff, but it is now required because of the iOS 14

update. So it makes adding the pixel and getting

things set up a little bit more complicated than it used to be.

Ok Now setting goals and knowing your numbers, so the way that you want to

think about this is really pull back and think about what is the ultimate intended

outcome that you want when running Facebook ads.

Of course we all want more sales and we all want more leads and we all want to

make more revenue.

But each campaign objective in Facebook

has a different ultimate outcome that you are focused on and like we talked about

in the funnel.

Depending on where they are in the

funnel, you want them to complete different things.

Like each section kind of has its own job.

It's not always going to be, hey look at my ad and buy now, like that's not going

to work anymore.

So like I mentioned before on platform,

things that we can set objectives for in Facebook.

Meaning when I set up a campaign, I want this campaign to get more video views on

the Facebook and Instagram platform.

I want this campaign to get me more

engagement on this post so that I have more of a warm audience and people who

are engaging with my content.

I want to drive more traffic to a page, I

want to get more link clicks.

I want to get more people to land on the

page, and I want to have leads fill out a form on Facebook or Instagram.

Indicating that they're interested in whatever I'm offering.

And this is a little confusing because there's a lead generation ad within

Facebook. And then there's a lead conversion ad

that you can set up, which I'm going to talk about next, which is driving people

off of Facebook off platform onto your landing page so that they can fill out a

form and sign up for your email list or get your lead magnet.

But there is one that is available within the Facebook platform.

And after the iOS 14 updates and everything that have happened, these on

platform objectives have become more important because we can still track

these. We can track people who are watching

videos on Facebook and we can retarget them.

We can track people who are engaging with our stuff and retarget them.

This has always been the case, but now it's more important than ever because

Facebook has lost a lot of the visibility off platform.

So the more we can spend for like brand awareness, top of funnel cold warming

people up. With our great content, the more, the

bigger it makes your warm audience and the more you are able to retarget them on

platform, off platform objectives in Facebook that you can set up are

conversion based. And this is what I'm saying, what I'm

talking about when I say like you drive them to a landing page on your website,

they fill out a form and they hit a thank you page, they become a lead or you drive

them to your Shopify store and they look around for a while and then they end up

adding to cart.

Initiating the checkout and then

purchasing. These are like off platform conversion

events that can happen and that you can set up as an objective in Facebook.

But now you have to do those steps that I mentioned above before about like setting

up your, confirming your domain and things like that.

So this is again this, I'm just showing this visual to show you, OK, we know top

of funnel, middle funnel, bottom of funnel this no like trust funnel.

What are the different objectives that make the most sense in each of these

phases of the funnel.

So top of funnel cold, it would be good

to show people of really helpful informational video or real or story or

whatever that's like giving them a quick tip or trick or educating them on why

they would like to.

Invest in your program or buy your

product. Engagement meaning just growing people

who are liking commenting following you on your platforms.

Traffic meaning driving people to a blog post or helpful yeah blog post or page on

your website that provides more value, value and more information.

In the middle of funnel we moved to the lead generation and lead conversion.

So in the middle funnel, this is where you ask them for their email address to

sign up for this thing or download my free guide, or opt in for my CHEAT SHEET

or my checklist.

Like all the different lead magnets that

you can do to get people on your email list and off of the platform and into

your own. Email list and then the bottom of the

funnel is where we drive people to buy.

Okay, now you've you start to know me,

you start to like me, you start to trust me.

At the bottom of the funnel, we wanna drive initiate purchase and add to CART

conversion events on Facebook.

So the way to kind of help you think this

through is.

Like really looking at your numbers, what

is your goal? What is your revenue goal?

And then work backwards.

How many sales do you need to reach that

revenue goal? How many leads do you think it would take

to convert X amount of sales to reach your revenue goal?

How much are you willing to pay to acquire that new customer or new lead?

Like it's hard when you're first starting and it is truly kind of just making up

numbers as a baseline to start, but like if you're offering a.

3000$ product. You might be willing to pay a thousand dollars to acquire that

person. So what does that look like?

Work it out backwards, like how many leads need to convert?

How many? How much am I willing to pay per lead?

How much am I willing to pay to acquire someone?

What is my budget in general? And if you're if you don't know these

numbers in your business already and you're kind of just like starting out.

Like I said, testing things and validating things organically is the best

way to start and then you can test and try with just like a small ad spin, small

test budget to see start getting these numbers moving through so you can

understand this so you can feel more confident when you are doing paid

advertising. Some other things to think about.

If you know this and you've been in business for a while, what is your

customer lifetime value? So over time, X amount of time, like

maybe two years, how much does someone spend with you?

Maybe they come in and buy something for 19$ and then you upsell them into your

2000$ coaching package and then down the line they invest in a mastermind program

that's like 5000$ or something like that.

Or if you sell physical products on

Shopify, I think Shopify gives you these stats like.

How many people are coming back and becoming repeat purchasers?

Like if they buy a few of your candles and they come back three months later and

they end up spending probably 600 to a thousand dollars with you over the span

of two years? Like, these are good numbers to know so

that you feel confident when you're spending on ads to just so that you're

not like, oh, I'm just throwing money into the ether.

I know that I'm paying this much to acquire someone because they're going to

spend this much with me down the line, and I feel good about that.

And what is your average order value? This is important for ecommerce

businesses. When someone comes to your site to shop,

how much are they adding to cart and adding to their basket and then spending

with you down the line? Generally for paid advertising, we want

to see this average order value around 100$ at least.

Because if you think about it, you have your margin of your products and then you

have the cost to acquire them.

So like if your average order value is

100 bucks, you might break even on that first purchase, but then you know that

they're going to come back and buy from you down the line and it's worth it to

you to pay to acquire that person.

So these are all things to think about to

set your goals and know your numbers and just write it out and just make it up to

start with and then start getting data moving through and then see, OK, how is

this actually working out? How can I increase my average order

value? How can I increase my lifetime value so

that it makes sense to use paid advertising to drive traffic and get them

into my ecosystem? I get this question a lot.

How much should I spend? And this?

The annoying answer is always it depends.

Like what is your budget?

What do you feel comfortable spending to get your name out there?

Build brand awareness so that people know that you exist?

You're probably doing some organic efforts and you want to add some

amplification with paid advertising.

So maybe it's 500 bucks a month to start

with. You can start small to test things, but

Facebook has gotten it's a little bit harder now.

It takes about seven days for a campaign to stabilize.

So I would recommend if you're just starting with one audience and testing

one offer and one freebie to do like list building and grow your email, list that's

the most valuable thing, valuable thing you can do when it comes to running paid

ads right now.

Is to grow your email list so that you

nurture them on the back end and then end up getting them to convert to purchase.

But let's start with 25 bucks a day for seven days.

Don't touch it, watch it and see what works and what doesn't.

And then you can pull the data, pull the information, measure it against your

baselines and your goals and say, is this gonna work?

Is it not? But also understand that it takes time to

test and get things dialed in.

So it is an upfront investment.

I would say you probably can't, wouldn't be able to expect a return on your

investment for probably two to three months depending on how much you're

spending and how fast you're going.

So you can start small and you can test

and you can play around.

But really think about it as an upfront

investment and you are paying to learn and buy data and understand information

about your funnels and your offer and your process so that you can tweak and

optimize and then get it really dialed in down the line.

Ok, campaign structure in Facebook, so.

This is just kind of a visual to show you

high level how these things are set up within the Facebook ads platform.

At the very top, we have the campaign level and this is where you set that

objective, whether it's getting people to watch video, video views or engage with

your content or convert to a lead or convert to a purchase.

I think those are the main ones I mentioned.

So this is where you set that objective.

What is the goal of this campaign?

We want to get people to opt into our lead magnet and so it's a lead conversion

campaign. You can also set the budget here, but I'm

going to come back to that in a second because I don't recommend you start

setting the budget at the campaign level.

It's called CBO The next layer is the ad

set, so under the campaign, which is the higher level view.

We have our ad sets, and within the ad sets, that's where you set your budget,

which is what I recommend when you're starting 25 bucks a day for seven days.

For each ad, set the date and time, the dates and times that you're.

Campaigns run or your ad sets run.

This is the audience targeting, which is

the most important thing at the ad set level.

When I think of AD set, I think of audiences.

These are my different audience targeting buckets that I'm testing at the ad set

level. You can also set placements and bidding.

And placements are like do you want it to show up on Instagram stories or Instagram

feed or Facebook feed or Facebook stories?

You can get really granular with the different places that you want to run

your ads, but I highly recommend.

I think that is an advanced strategy.

Facebook allows you to just set automatic placements, and Facebook's algorithm is

super smart. They have a ton of data, even though

they've lost some of it, they really understand where to show the right ad to

the right person at the right time.

So just let it do its thing and set

automatic placements and trust that it'll it'll do its thing and work out and

optimize. Especially over those seven days that

you're running a test.

Allow that time for it to, like, figure

stuff out. And then underneath the ad set, we have

the ads. This is where you have your images, your

video, your copy, your headlines, like all the different creative components of

the campaign. So each ad set has ads underneath it.

I recommend doing no more than four to six ads at a time when you're testing.

And then you have your ad sets, maybe two to three different audiences that you're

testing. And all of that is under one campaign

that has one main objective and goal, and that is to grow your email list by

getting people to opt in for your freebie or your lead magnet and get on your email

list. So all the different assets needed to

build an ad, this could be a whole separate training on its own.

You have a little worksheet like walkthrough worksheet thing that you can

or workbook that you can fill out that will help kind of walk you through

building this stuff because it's good to have it all kind of laid out somewhere so

you can see it before you even get into the Facebook ad platform to start

building. But you want to think about your desired

action like we've talked about or ultimate Outcome, Video view, engagement

traffic or clicks, lead conversion purchase.

Generally you're gonna probably start with lead conversion to grow your email

list and get people on your list the destination URL.

If you are taking them off of Facebook or Instagram, so like are you driving them

to a landing page for them to opt into your freebie?

Are you driving them to your Shopify product?

For them to check out your product you need ad images or videos and this can

get. Really crazy with all the different

combinations, but I would just keep it really simple and start with a simple

image ad. A video ad and maybe like a slideshow or

like an animated GIF style ad or GIF and then your ad copy.

The worksheet walks you through how to write a few different variations of copy,

focusing on different hooks, different ways that you're speaking to your perfect

passenger. You're going to maybe have multiple

personas within your perfect passenger and you want to call them out

specifically and speak to them directly.

Around the pain points or things that

they're experiencing and the ultimate goal or outcome or transformation that

your freebie or your product provides.

And then a headline in the ads on

Facebook only. There is a place for text that sits just

under the image or the video.

And it can give a little more

information, just a little bit of like headline copy or it could be like a call

to action for people to take.

But these don't show up on Instagram.

They only show up on the news Feed, Facebook news feed ads.

Audience targeting this can get really fun.

So here's this beautiful funnel.

Again, I like I mentioned before, top of

funnel is considered cold people who have no idea who you are.

Middle of funnel is warm people who have engaged with you, maybe opted into your

email, list have been following you for a while, have checked out your website.

Bottom of funnel is people who have maybe checked out your actual product, or

gotten really close to purchasing from you, or maybe like booked a sales call

with you before.

These are your hot audiences.

So audience targeting in Facebook, cold people you can set up look alike

audiences, which are ways of creating audiences in Facebook that look just like

somebody who is already engaging with you.

So that could be update, upload your email, list upload a list of people

who've purchased from you.

It needs to be at least at least 100

people. Ideally it's a thousand people and then

Facebook can take that list.

And create an audience of people who look

just like those people.

You can also create look alike audiences

based on people who have engaged with you on Instagram in the last X amount of days

or engaged with you on Facebook in the last X amount of days.

Or people who have watched your video content up to fifty 7595 %.

Which is pretty cool.

Like if you think about if you're putting

out video content a lot or doing a lot of lives and you have a chunk of your

audience that's watched 75 % of your like 30 minute live.

Facebook lives or Instagram lives? That's a really warm audience and they

are super engaged and you want to create a look like audience based on those

people you ought for.

Another option for cold audiences is

interest based audience targeting.

This is where you do some research around

your perfect passenger.

What influencers do they follow?

Do they love? What books are they reading?

What TV shows are they watching? What events are they attending?

What software tools are they using like you can?

Really dig in.

And it's kind of like just trial and

error of like what Facebook allows you to target.

But like for example when we were running ads for business class, we knew we wanted

to target people who are either already entrepreneurs, are looking to become

entrepreneurs. And so people who are entrepreneurs or

have their own businesses probably use software tools like MailChimp, Shopify

WooCommerce. Asana as project management tool, Trello

you know, like these are software tools that you can target in Facebook to reach

people who are likely your perfect passenger because they use these software

tools, warm people, or your warm audience.

In the middle of the funnel, there are people who engage with you on social they

watch your videos, they follow you, they like you, and they're on their your

email. List like that's your big pool of warm

audience people who already know who you are.

Hot people, like I've mentioned before, are people who visited your sales page,

maybe initiated the checkout or abandoned the cart but didn't like added to the

cart but didn't purchase.

These are super hot people who are maybe

on the fence about purchasing what you are offering, and so you want to speak to

them differently and you can target each of these buckets.

The warm and hot audiences are considered retargeting or remarketing, where you can

show up in front of people who already know you and get them to take that next

step or next action that you want them to do.

So where to start? Like, if you're like, OK, I'm just

starting out, I have no warm audience, I have no existing audience.

And you probably do like just a side note, like you, you already have people

who follow you on Instagram and Facebook and things like that, and you might be

scared to talk about your business, but don't be and just jump in.

It's a tangent, but anyway.

You probably have a tiny little warm

audience and that's totally great.

Like you only need a few people to start

knowing and liking and trusting you and becoming your raving fans to get purchase

conversions and get people to buy from you.

But if you're starting truly with like nobody and you don't know, I would

recommend focusing on brand awareness and doing look alike audiences and interested

interests if you.

Can do look alike audience like if you

have a small email list of like a hundred people, let's try doing the look alike of

that. Or if you have a decent following on

Instagram. People who engage with you on a regular

basis do. Build an audience of people who engaged

with you on Instagram in the last year and create a look alike audience of those

people. You're more than likely going to start

with interests if you truly have no one.

So like focus on finding different

buckets of interest that makes sense for your perfect passenger and target those

people. And you want to share valuable content.

You want to put out video content and get video views on your content.

You want to have blog posts.

You want to just be.

You want to have content that's actually helping people and then leading them

ultimately to your offer and what you have to sell them.

The best way to start the best place to start with paid advertising, if you're

truly like I have nothing, is do a lead magnet.

Opt in.

Grow your email.

List get people on your email list and nurture them and love on them and provide

them with value and intentionally lead them to the right next step, which is

your offer. Set up a lead conversion ad.

Spend 25 bucks a day for seven days with a couple audiences.

And see what your cost per lead is and if that makes sense for you.

And if you're nurturing those people and getting them to buy your programs down

the line, then that's great.

You can also amplify posts that do really

well organically, like if you're starting to do a content strategy and you see that

certain content types are getting great engagement.

Then you can amplify those with paid and get more new cold eyeballs on that

content that you know does well and that builds your warm audience, that builds

your people who are engaging with you, that you can then retarget to have them

opt into your email list or check out your offer.

If you have a larger warm audience or following already, then you can start

with the what I call the low hanging fruit so you're warm and hot audiences.

If you've had your pixel on your website for a while and you're you've already

been collecting that data, amazing.

If you've been super engaged on Instagram

and you have a following that's really engaged there, amazing.

If you have an ecommerce store and you're getting decent traffic from other places

you can. Try dynamic product retargeting, which is

a quick and easy when I think because it retargets people who have viewed specific

products on your website or even added them to cart and then shows those things

back up in people's news feeds so it reminds them to go back and check out

like you've seen those ads that are like forgot something like come back.

So you can retarget your existing audience with your next step or your

latest offer. So again get them to opt into your email

list to make a purchase like offer some kind of discount or promotion or free

call. If you're a coach, book a free call

purchase again. So like you, if you have a big list of

customers who have already purchased from you, create a customer loyalty campaign

getting your existing customers to come back and buy more, which will increase

that customer lifetime value that we talked about before digging into the data

so. What stats matter?

Like Facebook's reporting shows you some stats.

You can use Google Analytics to track some stats.

Your CRM or like Shopify platform has some stats.

Like what really matters when it comes to Facebook advertising.

The there's a lot that you can dig into, but these are the main ones that I look

at and I want to just mention don't focus or hone in on one specific metric because

it could cause you to ignore the other ones.

So like, let's say you have a really.

Great cost per lead.

You're getting like 3$ leads, but the clickthrough rate is really low.

I wouldn't kill that campaign or kill that ad just because the clickthrough

rate is is low, especially because I'm getting a great cost per lead.

Or another way to think about it is if you're getting a really cheap cost per

lead and you're like, yeah, my cost per lead is really cheap, but maybe none of

them convert down the line and buy your program or your offer.

So you want to really look at this at a high level, month over month or week over

week, look at all these stats and say like OK, how is this actually shaking out

for me? But I want to quickly explain these main

Kpi's and metrics that I look at when I'm looking at Facebook ad stats.

So within Facebook you can see CPM or cost per mil, which means cost per

thousand impressions. That's like cost like.

What they charge you every time a thousand people see your ad, and that is

what most platforms charge you on because they're making money by showing your ads

to people. So they're going to charge you for the

impression. And then there's cost per click.

This is another metric that you can look at to see like OK, how much is it costing

me to have someone click on my ad and actually go to my landing page or

actually go to my Shopify store? The cost per click metrics and the CPM

metrics are going to be different depending on your industry and your

offer. And like is it high ticket, is it lower

cost? Like there's a lot of components that

come into this, so I'll show you or you want to kind of like look in your

industry and understand? What makes sense for you?

And that's where those baseline metrics can really help and buying data really

helps. So you can see, OK, generally the CPM in

my industry is X.

Like if you're targeting entrepreneurs

for example, that is a very competitive space on Facebook and Instagram.

So the Cpm's can be anywhere from 30 to like 60, maybe sometimes even 80$ cpm

eighty dollars per a thousand people who see your ad.

But it's different for everyone and it depends and I can't go into all of them

in this one training, so.

Looking at the click through rate is how

is your ad performing on Facebook or Instagram?

If you have a click through rate of anywhere above 1 % on the platform then

you're doing great.

If it's 2 % to 3 %, you're doing amazing.

So this means like out of all the people who have seen the ad on Facebook, how

many of them are actually clicking through and taking the action that I want

them to take.

And you want to make sure to look at link

click through rate because you want people to click the link to go to the

page. The landing page conversion rate.

So wherever you are driving people and this is where it gets off of Facebook.

Now we are like outside of Facebook.

Facebook can't really see this stuff

unless you have the pixel and the conversion API stuff set up.

What is the conversion rate of my landing page?

Out of all of the people who have hit that page, how many people actually

became a lead or how many of them actually purchased?

Just high level industry standard.

Good conversion rates are considered to

be for lead opt in 20 % or higher.

Generally you want it to be 30 %, but if

you're anywhere above 20 %, you're doing pretty good.

Purchase conversion rate on a sales page is anywhere from three to 5 %.

So you take the number of leads or the number of purchases that have happened on

that page and divide it by the number of total views of people who have hit that

page and landed on that page and it gives you a percentage.

You want it to be above 20 % for leads or three to 5 % for purchases.

Cost per lead is dependent on your industry and your offer and your

audience. That is how much you're paying per lead.

So like when you're driving people to a page, how how much did you spend and how

many leads did you get? Facebook will give you this information,

but like I said, it's not as reliable as it used to be.

So I would recommend either using Google Analytics or another tracking platform or

just creating a landing page dedicated to paid traffic so you truly know what your

cost per lead is when you're driving paid traffic to a page.

Cost per acquisition is cost per purchase or ultimate goal that you want to happen.

So it could be like if you have an app and you're driving app downloads through

ads, it could be cost per app download.

But CPA is acquisition acquiring a new

customer, acquiring a new user, acquiring a new person.

So that is like total overall, how much did you spend this much on, how much did

you spend this month on ads and how many of them became customers?

Divide those numbers and say, OK, so I'm spending on average X amount to acquire a

new customer.

Return on ad spend is the ultimate kind

of metric for paid advertising.

How much did we spend on ads and how much

did we make from ads? That used to be a more clear cut metric

that you could look at on Facebook itself because Facebook would report back the

value of your purchases and tell you, OK, you're making, when you put a dollar into

Facebook, you're making 3$ So that's a 3X return on ad spend.

This has become a little bit more difficult to actually track and which is

why we are now recommending like looking at everything from a higher level month

over month like OK we spent this much total, we made this much total, what does

this look like or doing dedicated funnels for paid traffic.

Now we get to get into the case study for business class to show you what we did

for this last launch.

So one of the phases is prelaunch.

This is outside of the launch phase.

So in between the launches of business

class, there are months where we are running ads, growing our email, list

building brand awareness and getting our name out there.

So we were running side hustle Bible ads promotions.

So that was a 19$ ebook that you could purchase.

We were running ads to get people to purchase that.

We were running people to sign up for our perfect bio lead magnet.

We were running ads to our free training for self promotion and press lead magnet

and then we did a big push leading the months leading into business class

opening its doors.

We did a big push to sign up for the wait

list so that you're the first to know you get early access to business class when

it when the doors open.

This is growing the email, list growing

the warm audiences, growing brand awareness, building that no like and

trust factor. And as you can imagine this is an upfront

investment. Like, we aren't selling anything to these

people other than the 19$ offer We're not making a ton of money off of that.

But we are basically growing our pool of warm people so that when the doors open

for business class, they end up purchasing.

So you can see how this is a longterm game, like from April to the doors

opening in the fall, it was like 5 months or whatever.

So like we're just spending money acquiring these people, building our

email list to then drive them in to let them know that business class is now

available. So these are the side hustle Bible ads

that we ran.

So for Sophia, her direct to camera like

speaking to the camera videos perform the best because people just know her face

and like her face and trust her face.

So she had such a big warm audience to

start with. Like people who already knew like and

trust her from her, from girl boss, from nasty Gal.

Like there is a huge warm audience there already.

So we could drive these ads to the 19$ side hustle bible.

And break even or help cover the ad costs.

It's rare that these offers nowadays will really totally break even or self

liquidate is what they're called sometimes.

But Sophia was able to do that because she had such a huge warm audience that we

were starting out with, which was so much fun.

The perfect bio lead magnate.

See, we have her talking to the camera

here and then we have these image ads.

So this is an example of a video ad and

an image ad.

And again, we run these in all

placements. So they will show up on Instagram stories

and they will show up on Instagram feed and Facebook and Facebook stories, and we

just let the algorithm do its thing.

So these were targeted to cold new

audiences, invited them to get access to this free resource to help them write

their perfect bio.

And this allowed us to grow the email

list of people who are interested in writing their business bio and may later

be interested in enrolling in business class at a really low cost per lead.

We also ran this free training, so self promotion impressed lead magnet.

So it was a free training that helps people get more press and understand PR

and how to pitch yourself.

These were also targeted to cold new

audiences, gave them a free training and this allowed us to grow the email list

and hopefully eventually get them into business class.

The wait list ads that we ran were really interesting so we started running these

kind of like more produced videos and this one was interesting to run to a cold

audience because.

Generally, people aren't gonna be like if

they don't know who you are, they're not gonna be like, yeah, I'm gonna sign up

for that wait list for that thing that I have no idea what it is or who is doing

it. But Sophia has such a big brand that we

are able to do it.

And we did these really fun produced

videos. But even in these ads we did some more

kind of like explaining of what business class is and why they should get on the

wait list. So there's a little bit of education

happening here around what business class is, especially because it was a cold

audience. The Cpl.

Was definitely higher, cost per lead was definitely higher for these because we

aren't offering them anything in exchange like value wise like a freebie or a lead

magnet or free training, but they are more expensive, but they are more

qualified because they are just showing interest directly in.

Business class, like they're signing up for a wait list for the product itself.

So it will cost us more, but they're probably a little bit more highly

qualified and ready to buy sooner.

And then we get into the actual launch

period. So the main campaign objectives or

intended outcomes that we ran ads for, we're signing up for the master class,

getting people to opt in as a lead for the master class.

We ran these to cold and warm audiences.

We ran enrollment ads, so like purchase

conversion, so hey doors are open for business class.

We ran this to all warm audiences driving to the sales page and then we did sales

page retargeting and abandoned CART retargeting.

So any that's our hot audience, people who checked out the sales page or maybe

even added to CART but didn't buy yet showing them specific retargeting

messaging. And then we did urgency messaging, which

is more towards the end of the cart closing purchase conversions.

We grouped warm and hot together and just let everybody know the countdown was

happening to the doors closing for this round of business class.

For example, here's our master class registration lead conversion ad.

Again, here's a story placement, here's an image placement we did, videos we did

direct to camera we did.

Different graphics. So the intention of

these leads is to drive people to the master class to build the no like and

trust factor so they would show up to the master class, learn more from Sophia,

build that trust factor.

Ok yes then I'm ready for business class

because you gave me so much value on this master class.

We ran these ads to our warm audience as well as cold new interest based and look

alike audiences because we have such a such great data to work with for building

look alike audiences.

Then we did the enrollment period.

So now we're driving people to the sales page time to buy business class.

The intention of these purchase conversion ads was to let all of our warm

audiences know including everybody who signed up for the master class business

class is now open for enrollment.

Check out the sales page, learn more and

sign up and you can see we had direct to camera kind of more off the cuff organic

looking Instagram story type videos and then we also had like a produced video

which we have a handful of produced videos that we use.

You don't have to have these highly produced, really well done fun videos,

but because like they work really well, especially for Sophia's audience.

But the direct to camera, just like raw, off the cuff, like Instagram story

feeling, videos work really, really well for a lot of people.

And we also had image ads here, but I didn't show them.

I just wanted to show the different video types that we ran.

And then this is for retargeting people who visited the sales page and abandoned

the cart. This is where you want to show up for

people who are hot, maybe on the fence.

We want to drive them back to the sales

page to sign up.

But this is where you overcome objections

and show any testimonials of like proven results from people who have signed up

for your program so.

This video talks about doing math and

like for the price of 274 lattes, you can have business class.

And it kind of overcomes the price objection.

Like Oh well, if I look at it that way, it's not that crazy and it is a good

investment in myself and it's totally worth it.

I'm going to do it.

Or we show business class students who

have had amazing results.

We show this was a really nicely produced

video showing off her business and the results that she got from taking business

class, which is really great.

You can have just raw videos of people

talking to the camera.

You could do a zoom recording where

you're just interviewing people who have taken your programs before.

Videos do perform best, but you can also do a graphic with like a testimonial

quote. There's different ways to play around

with it, but these worked really well for us in the hot audience retargeting that

we did. And then we have the urgency messaging.

So time is running out, doors are closing, enrollment in soon like.

I saw you checking out business class.

Like I know you're interested like why

don't you come sign up for this round.

You know you're going to miss out type

thing. This is another place where you can hit

up testimonial. We ran testimonial ads here as well with

just like urgency messaging and yeah you can you can overcome objections and do

testimonial ads here as well.

But the important part here is to let

them know like time is running out.

So here's our juicy data.

And this has changed over time over those different launches that we've done.

But I wanted to show this is a pretty realistic expectation as far as like what

it's going to cost someone to run ads.

When you have all of these different

light layers and levels of your funnel, things dialed in, you're driving them to

a master class or a webinar or you're going to convert them.

So our average cost per lead this last round was about 5$ and seventy one cents.

That was just for the master class, the average cost per acquisition, so.

What we paid to acquire a new business class purchase specifically from ads was

about 620$ and the overall return on ad spend was 3 1-9 X.

So that means for every dollar we did put into Facebook, we made around 3$ and

twenty cents, which is a really great return, especially nowadays on Facebook

ads. So overall, lessons learned.

The direct to camera, we call them DTC, Sophia talking to the video convert

really well. Almost all purchases come from mobile and

that has continued to be the case over the last three launches.

Facebook needs a little bit longer to stabilize and optimize than it used to.

It used to take three to five days to stabilize and optimize.

Now we want to not touch things for like 7 days and give it a chance and don't

turn it off before.

It's like when it's too early and you

don't actually know if it's working or not.

The attribution takes a little bit longer to show up in Facebook reporting.

It just takes longer for the algorithm to do its thing.

So like let it run for seven days and don't touch it and minimum.

And then we ran ads for all places.

We swapped out the creative for like

stories and real specific placements.

So like if you see stuff running in the

feed, it's usually one by one or like a square or I think it's 4 by 5 now is also

available. So we would upload creative that was

specific to those placements for the feed.

And then we would also upload a separate creative that was 9 by 16 dedicated to

stories and reels with the like swipe up call to action because that's the call to

action on a story.

So that's what we learned this round.

Ok, so that was everything.

There's a lot to cover here.

I couldn't pack all of the information available around Facebook advertising,

but it should give you a really strong foundation for if you want to start

thinking about it, planning for it, understanding what it takes.

And maybe trying it yourself or hiring someone to do it for you.

But you know the foundations and the basics and understand how things work and

what's a good kind of range or KPI place to be if you do hire it out and pay

someone else to run ads for you.

So thank you so much for your time and

getting through this training.

My name is Amy Bleefnick.

You can find me on Instagram at Amy five eleven west you can find me in the

lounge. I can talk about this stuff all day.

Please let me know if you have any questions.

My website is five eleven west dot.

Com and, again thank you so, so much for

joining me.