so if you landed on this video I'm
guessing you want to run Facebook Ads
that actually convert so in this video
I'm going to show you how to run
Facebook ads that actually convert and
no I'm not just gonna walk you through
how to set up an ad am actually going to
show you what needs to be in your actual
advertisement to get people to click and
give you their email and purchase your
product so but before we get into it I
just want to announce the free giveaway
call winner from the last video
congratulations Brandon packer I'm gonna
be giving you a call but if you want to
have a chance to win the next giveaway
call free consultation call with me go
ahead and comment down below make sure
to subscribe and hit that notification
valve so let's go ahead and jump into
this video right now
[Music]
all right so we're here on my computer
and what I'm gonna show you today are
some strategies that you could go ahead
and use for your own business or for
social media marketing clients and how
to get results from your Facebook Ads
okay so a lot of videos on YouTube as
you can see they go ahead and they walk
you through how to set up a Facebook ad
which is great right it's great to know
how to be able to do targeting which I'm
gonna show you in this video if you've
never ran a Facebook ad before we're
gonna walk through that but what I want
to talk about first is the creative okay
you're using for your actual
advertisement and as well as the
copywriting and the six principles the
six things that you need in your
advertisement to actually get people to
click right you can have the best
targeting in the world you can you know
hyper target your perfect audience for
your client or for yourself but if you
don't have an advertisement that
actually engages and gets people's
attention and gets them to take an
action like click or you know leave an
email or comment down below right then
you're running advertisements that are
not converting that are not getting you
know trackable actions that are
basically just wasting your advertising
budget and frankly I don't want you to
do that
okay so that's why I'm making this video
so that we can go over some of the
underlying principles that no one talks
about and these are the key basics that
everyone should know okay so basically
every creative needs these six things
over here that I'm about to talk about
okay and the first one as you probably
know okay this is usually what you see
in an advertisement and if you don't or
you know if you're creating an
advertisement for your social media
marketing client and they don't have
this in their ad then you need to add it
okay and that's number one is
reciprocation okay you have to give
something first in order to receive that
is the number one rule of persuasion is
to give versed
then receive reciprocation okay so in
your advertisement you need to be giving
away something some sort of value or
some sort of you know free PDF download
or free tutorial or free training or a
free you know you you see a lot of
restaurants they'll come in they'll say
come in for a free appetizer right
because they know if they're giving away
a free appetizer it's a win-win
situation right they get you to come in
try out the food sure the appetizer cost
some five bucks but if you spend fifty
on dinner and drinks then you know it's
a win-win situation they win because
they got you to come in and spend money
on food and you win because obviously
you got a free appetizer you didn't have
to spend that ten bucks or whatever it
costs and you got to try out a new
restaurant right so you have to give
something first so if your ad doesn't
have this then you need to add it so
this should be your creative checklist
right like in the video that you're
making for your client or the video that
you're making for yourself or even the
picture if you're just you know running
ads to a to a photo the copy below needs
to have this in there okay so you have
to give something so what is your value
offer like what are you gonna be giving
in your advertisement come up with that
and then move on to number two
commitment and consistency so there are
some things that you could do with your
Facebook Ads to follow this principle of
commitment and consistency and this is
the number two rule of persuasion right
people want to see consistency right
they need to see your face or your
clients face at least seven times they
need to see that brand name seven times
in order to remember it in order to say
oh yeah I remember seeing that once
right they need to say see it at at
least seven times and that's a you know
done from psychological research so
there's things you could do like adjust
your frequency cap meaning that's how
many times your ad will actually show to
that person within a given 24 hours or a
given week so you can address your
frequency cap and you can do retargeting
campaigns so like if they watched 25% of
your
Heisman or maybe they clicked and landed
on a certain page in your funnel right
we could go ahead and and retarget those
specific people that landed on you know
the thank-you page or page number two of
our website and we could retargeting
people with an advertisement speaking to
those specific specific people like for
instance when I run webinars I could go
ahead and run an ad that says hey I saw
that you watch the webinar I'm really
you know really glad to have you on
there and excited for you that you're
taking this action but you know there's
a limited number of time to enroll in
social media marketing mastery or
whatever it is right so if it's for your
client if it's like I said for a
restaurant and someone clicked on the ad
now we could retarget those people that
actually land it on the page and say hey
I saw that you didn't redeem your offer
for the free appetizer you know you need
to you know utilize this free offer
within the next three days or it expires
right so that type of stuff shows
consistency and it shows that you know
that you're actually following that
person on social media or you know
Facebook Instagram YouTube wherever
you're advertising for your client or
for yourself
so retargeting campaigns are very very
key in closing sales and you know really
developing that commitment and
consistency in that relationship with
the person viewing your advertisement so
I want you to think about that is
reciprocation in your advertisement is
commitment and consistency in your
advertisement are you running
retargeting campaigns maybe that's
something that you add into your your
value offer of your social media
marketing agency or that's something
that you add into your current ads for
your business in order to generate more
sales okay number three is going to be
social proof this is a huge one and I
see a lot of people leaving this out of
their advertisements social proof is key
people want to see that other people are
purchasing stuff from your business are
utilizing your products or services so
what you can do is to help boost social
proof is run
engagement ads so you can actually set
up a campaign specifically for
engagement and you'll notice you'll get
two to three times more click-through
rate because people see that oh wow
there is a hundred and eighty likes on
this you know on this video or there's
3,000 shares on this video there must be
something that you know is valuable
about this product or service right so
engagement ads that's one thing you
could do in your Facebook ad ads manager
is run engagement ads so you can write
that down if you don't know what any of
this is that's fine because we're gonna
get into the technical side of things
like you know how to set up your
Facebook ad which is great but first you
have to know these six principles
because these are you know common things
that we use in everyday sales and
marketing right if we didn't have
facebook advertising you'd be using the
same tactic in whatever a newspaper ad
or a TV advertisement or selling
door-to-door or you know cold calling
this is the same you know same six
principles that you're that you need in
sales and marketing so engagement ads
and testimonials right you're gonna want
to show some social proof by showing
people that have purchased the product
or people that have gone into that
restaurant right I see a lot of
restaurants they have these really
beautiful photos but there's no one in
the restaurant it's just like the food
at an empty table now that looks kind of
weird now imagine if they were to take
that same photo beautiful photo
beautiful food but actually have people
sitting at the table maybe like a big
you know party of you know seven to ten
people eating that beautiful food it
would only add more social proof and
then you know adding testimonials is
great as well so that's an easy one
number one two and three should all be
in the books now right you're checking
those off the list I have all of this in
my advertisement in my copy what about
liking okay so this one is kind of like
relatability
so maybe share a background story of the
restaurant maybe share a background
story of the owners of the restaurant or
if it's for your
business relate with your audience by
telling them where you've came from okay
that is a good way to get people to like
you and it's relatable so that's number
four authority number five who are you
right what is your authority in the
space if it's for a restaurant how long
have they been in business why are they
you know the best sushi restaurant to go
to you know do maybe they have a
specific role that's very famous with
their customers right so you want to
highlight that authority piece to only
further your you know your engagement in
your advertisement and get people
clicking through and getting your
business sales okay and then the last
one but not least okay I think this this
is the most important and sometimes
people were afraid of add adding this
into an advertisement because it's C you
know you it shows that you have
abundance right it shows that your
business is thriving and that you don't
need any more customers because you're
thriving right and sometimes I feel that
people don't add this into their
advertisement because they're scared
because maybe they're not as abundant as
they would like to be but this is kind
of a mindset thing and it's a
sociological or a psychological tactic
that you have to add into your
advertisements to you know show that you
are abundant that you do have customers
that there is a limited time offer that
this isn't something that you're just
giving away all the time right just like
the ads I run you know I don't I don't
just give away you know live training
around the clock because my time is
valuable so if someone wants to sign up
there is a limited number of spots and
there's limited time so scarcity limited
time offers expiring offers and also
qualifications so this is something
qualification highlight probably the
most important thing on the list is to
qualify your customers qualify your
clients qualify your potential leads by
saying this advertisement or whatever
this restaurant you know is for people
that enjoy having a good
time right no one wants to be left out
everyone wants to have a good time
obviously so it gets them to click
because they're like well I like to have
a good time click right so make sure to
qualify have qualifying statements in
your advertisements obviously you can go
with more aggressive statements which
may or may not adhere to Facebook
policies and obviously you have to
review that you know review the Facebook
policies to make sure that fits in but
you can you know I would definitely have
some qualifying statements whether it
you think it's a little aggressive it's
probably the best thing to add in there
okay so these are the six key principles
now okay now we're done with that so
let's go ahead and actually get into
this what am I looking at right here
okay what am I looking at right here
well this is in my asset library okay
this is where I create my custom
audiences if I click this right here as
you can see I go right here audiences
and then this screen shows up and this
is what the first thing that you want to
do when running an advertisement okay
whether it's for yourself or for a
social media marketing client you want
to ask them okay do you have an email
list okay if your client doesn't have an
email list then you're gonna want to run
advertisements to try and build that but
for now try to have an email list of at
least a hundred emails or more so that
you can give Facebook data to work with
data a Facebook is a tool so Facebook
will do the work for you you just have
to be able to provide them with
something to work with
right so the the best thing to do when
first running an advertisement is to
have some data they can work with if not
you know you it's gonna you're gonna
obviously have to spend at least a few
hundred bucks maybe even a thousand
bucks to generate some data some
valuable data that you could then you
know further your campaigns and get more
caught you know clicks and leads and
purchases stuff like that but basically
what this is is we're creating an
audience okay so we would go to
custom audience right and let's see if
this loads up and we would click on this
customer file list right here okay so
what we're doing is we're uploading
emails into Facebook into our ads
manager account okay and we can either
import it from MailChimp if you have a
MailChimp account or just add them from
a from an Excel spreadsheet okay and
then you could just drag and drop your
Excel spreadsheet over here
press Next Next Next and then basically
Facebook creates this custom audience
right and that's what this is right here
so I have a mentorship list that's
custom audience and the size is you know
it's like under a thousand I believe
this one was under a thousand email so I
think it was like 800 something so you
know this says not available but usually
it'll say like the actual number but
then okay so now I have a custom
audience that Facebook could say oh wow
okay we see these people these people
are also on Facebook these emails are
obviously tied to a Facebook account now
I know like if I'm running for example
for one of my clients like a restaurant
I can take their email list upload it
create a custom audience and then create
a look-alike audience so now we're able
to either we could target that that
email list with maybe some new
promotions some new coupon codes or we
can create a look-alike audience of
people that look most like their email
list right and why do we want to do that
well if Facebook is able to say okay
these people are range between the age
of 28 and 34 and they live in this area
of California okay let's go find the
most common people other people that are
between those ages and have similar
interest and live in the same area and
let's go target them with this
restaurant ad okay and that's what a
look like audience is for so basically
we'd go here okay and we'd create a
look-alike audience and then we choose
the source the source is gonna be based
off our custom audience right all the
audience that we populated from our
email
list and then we could go ahead and you
know create that audience and it's gonna
give us a size right so I did a based
off my mentorship list I did a look like
audience that looks you know closest the
1% is so 1% is gonna be the closest
look-alike to this actual audience and
obviously you can see the size there's
2.1 million people that i could reach
that don't know about my business this
is all cold traffic but that are most
likely to enjoy whatever it is that I'm
selling ok and then you can also create
other look-alike audiences that are a
little bit not as hyper targeted but you
know you can also tap into this audience
if you if you deplete this audience you
could tap into this one then tap into
the next two to three percent then three
to four five to six okay
and obviously that stuff that I teach in
social media marketing mastery that this
is kind of the more the technical stuff
we won't get into that today but that is
basically what I want you to do if
you're creating your first Facebook ad
is hopefully you have an email list or
hopefully your client has an email list
if not totally cool
we're gonna go over here too basically
this is our ads manager and we're gonna
create an ad okay and we're gonna do
this quickly together this will be
something that will create very quickly
just so you know how to set up a
Facebook ad obviously there's millions
of videos out there on how to set one up
so I'm sure you've seen one before but
if not cool this is this is like the
second half of the first half was
something that you probably only found
in my video because a lot of people
don't talk about it but this is actually
you know something that's very common
I'll show you so basically what's our
marketing objective well we created our
ad obviously we use the six principles
of persuasion so someone is gonna click
our ad but what is our objective is it
brand awareness right are we just trying
to reach a bunch of people and these ads
an example of these types of ads is like
when you see you know an ad for like a
skincare product or
maybe it's McDonald's or coca-cola or
something like that right and you're
like well I don't eat at McDonald's and
I've never liked you know I didn't add
them on Facebook or Instagram I never
searched their page but they're running
these brand awareness campaigns to like
the masses okay because these this type
of objective will basically just flood
you know Instagram and Facebook with
your ads but don't necessarily get a lot
of results obviously you probably didn't
click on the on the coca-cola ad or the
McDonald's ad the point of it is just to
get you familiar obviously you're
familiar with those big brands because
they're always running brand awareness
campaigns whether it's on TV stuff like
that so I wouldn't say that this is
gonna be your objective at first
depending on you know what you're trying
to do if you're trying to build your
brand maybe you just open up a new you
know cupcake shop or something like that
in your area
maybe you target that certain
geographical demo
you know geographical area and you run a
brand awareness campaign to just spend a
thousand bucks while running also a
engagement or conversion campaign okay
so awareness consideration I never do
traffic campaigns it's just not
something that I start off doing traffic
campaigns but the reason why I don't is
because I want to track either how much
I'm paying per my per lead per email
because obviously collecting emails is
valuable you could upload them into
Facebook create new audiences or you
could follow them up with an email
marketing campaign and sell additional
products but at first if you're just
running a new advertisement let's let's
just say you're this is your first
advertisement ever and you have a video
or a picture I would just run a basic
engagement campaign okay because this is
gonna get people to actually interact
with your advertisement it's gonna build
up your social proof you're gonna get
likes and comments stuff like that and
you could actually go and follow up with
these people for your client or for
yourself okay on Facebook so you
run an engagement campaign or a
conversion camp campaign which is my
favorite because I like to run for leads
and you know we'll just go to Kant
conversion real quick and I'll just show
you kind of what I mean here sorry my
videos lagging on this side so we'll
continue okay and the only way to run a
conversion campaign is to have a custom
audience so let me let me close this out
cuz this video is like getting blurry
there we go sorry I know you're gonna
miss my face but let's go ahead and get
into this so for conversion campaigns
you're gonna want to you don't have your
pixel installed obviously you can see I
have a bunch of pixels right here
none of them are firing for some reason
but you're gonna have your pixel you're
gonna select a pixel right there and
then you're gonna go to custom audiences
and you're just gonna pick your
look-alike okay and that's it the reason
you don't want to target anything else
you don't want to like go down here and
target specific demographics which you
could in and I'll get into that in a
different video which you should
probably make multiple ad sets for each
creative targeting different types of
you know maybe one you use your custom
audience maybe another if it's for a
restaurant let's just say your use their
custom audience with a look-alike then
the next ad set you would target like
sushi lovers right if your marketing for
a sushi restaurant maybe you target you
know a specific like I don't know you
you can get you can get very specific in
here like maybe you target an influencer
that loves sushi right and maybe some of
their audience loves sushi as well and
lives in a certain area so but this is
this part is the easy part okay so I'm
not gonna get too in-depth in this you
could just you know select look-alike
obviously age you could adjust gender
you can adjust don't touch detailed
targeting unless you're not using a look
like if you're just building your first
if you're building your first campaign
actually let's just go back and we'll
just pretend like this is your first
campaign we can go into engagement okay
post engagement page likes we'll just do
post engagement all right and then we'll
go to United States obviously you can
get more specific if it's California you
know you could do that or and you could
even get more specific than that if it's
a certain if it's Los Angeles okay you
could do Los Angeles California and then
you could go ahead and adjust the radius
okay let's just say this is your very
first advertisement you could adjust the
radius to wherever you are in LA then
you could do the specific age range
specific gender then demographic like I
said sushi lovers let's see if that even
pops up sushi lovers perfect interest
right sushi lovers maybe you run this
specific ad five dollars a day for sushi
lovers and then you go set up another ad
targeting us a specific sushi restaurant
that pops up like sushi you know Jen ki
sushi or let's see if there's even
actual job title sushi king like right
you could you could go target some of
these key keywords and see how those
work out for you how many you know what
the cost per engagement is and then edit
placements you pick your placements okay
for right now I would say just stick
with your Facebook feed you can click
out of instant articles in stream videos
suggested videos and if you're gonna do
an Instagram feed I would create a
separate campaign okay same creative or
whatever that you're using but create a
separate campaign just for the Facebook
or Instagram feed so I'll click out of
that click out of that and we'll just do
Facebook feed for now okay mobile device
is perfect actually so depending on your
advertisement
you're probably gonna get the lowest
cost per conversions on mobile okay so
that's gonna be for some reason I can't
I could switch
yes which desktop off and switch
connected TV off and just leave it
mobile you're gonna get the best
conversions because you know I've seen
in my advertisements about 68 percent of
people are coming from mobile and then
you could adjust your daily ad bud ad
budget and I know we'll start off with
five dollars for this one
because we want to create multiple ad
sets so I would say at least three to
five ad sets per campaign okay and you
can you know adjust the budget to five
dollars and then obviously scale up from
there post engagement and then let's see
if we get delivery types when your
budget get there okay so yeah daily
budget and then we continue and then
this is like I said this is where you
add your creative like I talked about
make sure all your the six principles of
persuasion are in your creative you add
your website stuff like that and then
you confirm and go through with your ads
so that's basically how to run a
Facebook ad in 2019 right and with the
right principles so if you don't have
these top six principles in your ad
you're not gonna get people to click as
much so if you've been having issues
with conversions or you've never ran a
Facebook ad before then make sure you're
following these six steps first in
creating your actual advertisement that
gets people to click and then you worry
about the back end the targeting and all
that later because you might you know
you your ad might go to people that
maybe you weren't specifically targeting
but Facebook's just trying to gather
some data right but let's say that you
know your ad hits a person that wasn't
even interested in what you have to
offer but your ad was really good and
had all these six principles you might
actually convert that cold audience that
maybe they didn't even weren't even
interested in your offer
you might even get them to your webpage
just because your ad had these six
principles and was so persuasive right
so that's a way to really boost your
conversions is by actually following the
basics okay and these basics aren't
talked about obviously I covered these
in social media marketing mastery I
teach over 700 students who are now
agency owners I have multiple six-figure
students generating over six figures a
year from their agencies and you know
I've been in this game for a while I've
worked with a lot of people so if this
is something that you're interested in
you definitely check out the link below
definitely comments because I am giving
away a free giveaway call at the end of
this video in the next video that I
released I'll be announcing the winner
and I obviously respond to all my
comments so if you enjoyed this video
give it a thumbs up and I'll see you in
the next one
take care
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