[MUSIC PLAYING] This is where the magic happens. You actually begin putting ads in front of customers. We're going to go over the Facebook Ads Manager. We're going to launch our first campaign. We're going to build out our ad set. We're going to set up our ads. And I'm going to show you a couple of really cool little tricks along the way to make sure your campaigns perform as best as they possibly can. Let's go to the ads manager now.
And I'll show you how to set up a campaign. All right. So here we are inside of the Facebook Ads Manager. We're in the Advertising Campaign Builder. And the way that you get here is you click the left hand menu at the top. And under Create and Manage, under that column that says Create and Manage, you click on Ads Manager. And that's going to take you into your Facebook Ads Manager where you can begin building campaigns.
Now you'll notice that they have it laid out the same way that their campaigns are structured. We have a tab to see our campaigns, a tab to see our ad sets, which have the audiences that we're targeting in them, and then a tab to see the ads that we are actively running. So on the campaigns tab, we're going to click the big green Create button in the top left corner to create our first campaign. So I'm going to click this button now. And that's going to bring me into a new screen, where I'm actually able to see the three levels on the left menu and my action menu on the right menu.
So the three levels here again are Campaign, Ad Set and Ads. The first thing that we have to do is we have to set our objective. As a Shopify merchant, we want sales. We want people who are actually going to buy from us or at least add the product to the cart. So we're going to select the conversion objective for our campaign. So I'm going to click Conversions here because that's what we want.
And then I get to name this campaign. I have a naming convention where I put the date first, and then I put the name of the campaign. This allows me to very easily see what's happened over time. So I've named this campaign 12/20/2020, so whatever the date is, and then the name of the campaign. In this case, it's the Boom Audience Test. Now here's the part where it says budget optimization.
This is what I told you about before, where we set the budget on the campaign level. And then Facebook optimizes that budget across all of our different audiences and spends the money most effectively to the audiences that are most interested. So we're going to leave budget optimization turned on. In terms of how much you should spend, whatever you have that you can afford to spend-- $5 a day is a great starting point. $10 a day is even better.
Whatever your budget is, go ahead and set it here in the budget section. I'm going to start at $10 a day. Now that I've chosen my objective, named my campaign, set up budget optimization and set my budget, I'm going to go ahead and click the Continue button. And you'll notice that drops me into the Ad Set level here on the left menu.
So I can always see where I am on this left menu. The first section in the ad set is to give it a name. Now each individual ad set is going to be one of your saved audiences, so you could name this saved audience number one. And then you're going to build an ad set for every one of those saved audiences that we built. So I'm going to name this Saved Audience Number One. And then I'm going to select that audience.
Here we go. So I'll name this Saved Audience Number One. And here under the Conversion section, I get to choose the actual conversion event that I want to optimize for. It's really important that you have at least 50 conversion events per week. If you don't have that many in your store, it's totally OK. But then you would want to start with the Add to Cart objective because your store is going to have about seven times more ad to carts than purchases.
So if you don't have 50 purchases a week, then X out the Purchase objective and select Add to Cart. So going to go ahead and X out this Purchase objective. And I'm going to select Add to Cart because I want to tell Facebook to optimize for people who are most likely to add the product to the cart or purchase depending on how much traffic and activity my store has. As I continue to scroll down in the Ad Set section, the next area that we're going to edit is the Audience section.
And you'll notice that we could create a brand new audience right in here or we could use one of our saved audiences. So I'm going to go ahead and select one of the saved audiences that we created-- in my case, Grandma Avatar number one, and I'll select that. And you'll notice, look at that. It builds it for me. It says they're living in the United States. They're 45 to 65. They're female and they're interested in Chico's, J Jill, or Coldwater Creek.
And I have that potential reach right here of 1.6 million. As we continue to scroll down in the audience section, we have the opportunity to select either automatic placements or edit the placements where our ads are shown. I highly recommend that you select automatic placements. Facebook knows. As people change from mobile phones to laptops to tablets, Facebook knows where they are most likely to convert.
So if you allow Facebook to show your ads in every placement, you're much more likely to achieve a conversion event. So we'll leave Automatic Placement selected. Now we get to scroll down past all of this stuff. Everything here in this budget and schedule section is good as it is. We can leave it alone and click the Continue button to begin setting up our advertisement. On the Ad Level again, the first thing that we want to do is name the ad.
I'm going to call it Creative Number One. As we scroll down, we want to select our Facebook fan page and our Instagram account that we want this ad to run from. And then we want to select the format of the ad. I'm going to leave this selected to single image or single video because that's what we're running here. So as I scroll down further, now I get to begin to actually add my assets into this advertisement. So I'm going to go ahead and select my video because I uploaded it previously.
If you haven't uploaded a video yet or an image, then you can click this Upload Images plus button or you can click the video/slideshow radio button and grab one from your file archive and upload it into Facebook. In my case, I already uploaded a video. So I'm going to click this Browse Library button, and I'm going to use a video that was previously uploaded to my account. Now that I've selected the video that I want to use, I'm going to click the Continue button.
You'll see it right here. And it's showing me that this video is going to display in 13 placements. And Facebook gives me the opportunity to upload a shorter video for Instagram. So Instagram only allows up to 60 seconds. So you can actually have a second version of your video just for the Instagram placement that you upload that will run in the Instagram feed. So if you have a 60 second or less video, you won't see these errors.
But if you have a 60-second or longer video-- in my case, I have a video that's three minutes-- then what I would want to do is I'd want to select this Use a Different Video. And then I would come over here. And I would select Instagram Feed, and then I would select my video for the Instagram feed. Now after we've selected our creative that we're going to use in the ad, we get to fill out the text above the ad, where people are going to go when they click the ad, and what that call to action is going to be.
So let's do that now. So here under the Link section-- and again, we can see where we are on this left menu. We're at the Links section. I'm going to select that Facebook is going to send my traffic to a website. So I'm going to check the Website checkbox. Once I do that, a preview of my advertisement shows up on the right hand column. So I can always see what my ad is going to look like right over here on the right hand column.
And I can edit the elements of my ad on the left hand column. Here, I'm going to place the text that is going to show up above my ad. I've gone with a familiar formula here. I'm opening with social proof using a customer testimonial. Next, I have an ownership benefit statement, and then a call to action, where you can click over to my offer page. Scrolling down beyond the text section, we have the opportunity to put the website URL.
This is actually where someone is going to go when they click on your advertisement. This is where you'd want to put a link to your product offer page. Below this, we have the headline section. So here, you're going to put the headline, which is going to show up to the left of your call to action button. For my headline for this advertisement, I've chosen to use an ownership benefit statement-- makeup in three simple steps.
Next, I have my Call to Action button. And I want to change this from Learn More to Shop Now because I want the people who are heading to my website to know that they're going to be shopping. This is about framing the intent, having someone go from the ad to the store with the intent of purchasing. If I just click Learn More, it's not clear that they're going into a shopping experience. The next section that we want to pay attention to is the news feed link description.
This is where we have the opportunity to add an additional line of text below our headline. This mostly shows up on the Facebook desktop news feed, not as much on mobile so you could leave it blank. And I've been noticing a trend in advertising of leaving this blank. I still fill it out for my ads. But a lot of advertisers leave it blank. So if you don't have a lot of sales copy written, you can just leave this section blank and move on. Now we have one final kind of advance thing that we need to do before we confirm our advertisement.
Facebook has the opportunity of allowing us to place what are known as UTM parameters after our ad URL. What that will do is when someone clicks the ad, it will send them over to our website with a set of data in the actual URL string. This allows us to look at our Google Analytics account and see which specific ad sent people to our store and whether or not they purchased.
So if you're feeling advanced, you can click this Build URL Parameter button. I'm going to click it now. And Facebook actually has dynamic information that you can use here. I'm going to set for my campaign source. I'm going to say Facebook. For my campaign medium, I'm going to put advertising. And then under campaign name, I'm going to use the dynamic Facebook parameters of campaign name. And other campaign content, I'm going to use the dynamic Facebook parameters of ad name.
Once I've filled this out, I just click the Apply button. And what you'll notice is Facebook adds these URL parameters here into this URL parameters box for me. And what this means is when someone clicks this link from this ad, it will add all of this data onto the back of that URL, which will allow me to more thoroughly track what's happening in my advertising. The next step is to scroll down and click the Confirm button.
But what I've noticed is that Facebook is saying, hey, your reach might be slightly lower because you have too much text in your thumbnail. And that brings up a really amazing point, which is that whatever the thumbnail of your video is or even just if you're running an image ad, you are only allowed to have 20% of that thumbnail or image be text overlay.
In my case, because my video has a headline edited in and captions edited in, my static thumbnail that is pulled directly from the video has too much text in it. So I actually want to change that thumbnail before submitting this ad. So I'm going to go in and change the thumbnail now. The way that I change the thumbnail is I scroll up to the video. Here, I can see the video.
And I'm going to click this customized video button. Here, we can see all of the thumbnails that I could choose that were pulled dynamically from my video. Or if I want, I can select a thumbnail from one of my other previously uploaded images or I can upload a new image. So I'm going to click the Select Image button. And I'm going to select an image from my account that I know has 20% or less text. I found this image.
It's a picture of a person's face. It's OK if the thumbnail doesn't actually match the video itself. It should be somewhat relevant, but it does not have to be a screenshot from the video. So I found my thumbnail. I'm going to click the Continue button. Now I've selected that to be the thumbnail for this video. And it has less than 20% text overlay. I'll click the Apply Changes button. And now we will notice that that error down the bottom is gone. From here, I want to click the Confirm button.
And just like that, we have a campaign set up with one ad set in it and an advertisement. The next thing that we're going to want to do is add the rest of our audiences into ad sets in this campaign. So in order to add the rest of our ad sets and audiences into those ad sets in this campaign, I'm going to click into this campaign onto the Ad Set level. From here, I'm going to check the first ad set that I have, and I'm going to click the Duplicate button.
What this is going to do is it's going to duplicate this ad set and that ad into this campaign. So I click this Duplicate button. And now I have a copy of ad set number one. And it's called Saved Audience Number One Copy. What I'm going to do is I'm going to change the name to Saved Audience Number Two. I'm going to scroll down, leaving all the settings the same because it's a duplicate of my previous ad set so it has the correct settings.
I'm going to scroll right on down to the Saved Audience section. And instead of using the same saved audience here, I'm actually going to select another one. In this case, I would select Saved Audience Number Two. As you can see, I've selected Saved Audience Number Two, which is another audience that I created. Now instead of just publishing this as is, I actually want to modify the advertisement that is in it.
So I'm going to collapse this by clicking the arrow at the top left. And that's going to collapse it. And it's going to show me my three tabs of campaigns ad sets and ads. Now rather than using the advertisement, the duplicated advertisement that automatically shows up in ad set number two, I'm actually going to change this. And instead of using just a copy of it, I'm going to use the exact same post.
Facebook does something interesting. For every ad that's created, they create what's known as a unique post ID. Now what I could do is just create a whole new ad with a whole new post ID. The problem with that is then I diversify my social proof. Meaning every ad set would have a unique ad in it, and all of the comments, likes, shares, activity would be spread out across all of those ads.
I'm going to teach you a little trick here that allows you to aggregate all of your social proof onto one ad. The reason this is powerful is Facebook will give you more reach because they will see, oh wow, this post or this ad has a lot of activity. People really like it. It's OK to show to people. So you never want to create multiples of the same ad. You always want to use the same post ID which has the effect of aggregating all your social proof onto one individual ad.
The way that we do that is we go back to ad number one, and we copy the post ID from it. I'll show you how to do that now. So what we want to do is we want to go back into our ad sets. And we actually want to go into Saved Audience Number One. So I'm going to click Saved Audience Number One, and I'm going to click on the ad from Saved Audience Number One. And I'm going to click to preview it. This is going to give me a preview of the ad.
But this isn't good enough. I actually need to preview this ad on Facebook. So I'm going to click this little arrow here. That's going to give me a couple other options of previewing the ad. I click this arrow, and it gives me a whole bunch of options of different ways that I can preview this ad. I want to select See the Facebook Post with Comments. This is going to give me a link to the actual Facebook post where this ad is living.
So I'm going to click that. That's going to open up Facebook, and it's going to show me that post. And what you'll notice is up here in the URL bar-- it's really small. It says Facebook.com. It's got a bunch of numbers. It says post, and then it has this extension right here. This is the set of numbers that I want to copy. So I'm going to copy this particular set of numbers. This set of numbers is the unique post ID that I need to tell Facebook, hey, instead of creating a whole new ad, just use this already created ad for this second ad set.
So now back in the Facebook Ads Manager, what I want to do is go back to my campaign, click into the Ad Set level, click into Saved Audience Number Two, which is the one that we just created. And on this copy of the first ad, I'm going to I click to edit it. So I click to edit that. Now instead of having it be its own separate ad with all this text and stuff, I'm actually going to use this section here that says Use Existing Post.
So I'm going to click on Use Existing Post. And under this little link here where it says Enter the Post ID, I'm going to enter those numbers that I copied. Once I've entered those numbers, I'm going to click the Submit button. Facebook will then find that other post that already exists. And now this particular advertisement, instead of being its own unique Facebook post, will actually be the same post that I created previously in the first ad set.
From there, I could click this Review and Publish button to actually publish this campaign. But what I would recommend is going ahead and duplicating Saved Audience Number Two and repeating this process over until you have all six or all 10 of your audiences, and all using the same ad inside of your campaign. At that point, go ahead and publish your campaign. And you're off to the races.
Now one additional tip is I would recommend having at least two ads in each one of those ad sets. So you would go back to ad set number one, you'd create a unique ad, you would publish it, you'd grab that post ID, and then you'd use the same post ID from that first ad for all the other ads in all the other ad sets. At this point, you now have a campaign with a bunch of ads that's in there. They're leveraging your saved audiences that were inspired by your avatar research, and a whole bunch of ads in there that were inspired, hopefully, by our video frameworks that are all aggregating the social proof.
It's a really powerful way to set up an advertising campaign. Go ahead, get it done, and meet me in the next video where we'll talk about additional types of creative that you can use in your campaigns. [MUSIC PLAYING]