WEBVTT 00:00.560 --> 00:01.520 With this video. 00:01.520 --> 00:07.190 Let's pick up where we left off from the last video, which in the last video, we created our first 00:07.190 --> 00:12.110 campaign and began to create our first ad set. 00:12.140 --> 00:16.370 This is where we set the budget targeting and a few other options. 00:16.370 --> 00:17.970 So let's go through it together. 00:17.990 --> 00:25.550 For the ad set name, I don't have a theme for this ad set yet, so I'm just going to name it AD Set 00:25.580 --> 00:26.000 one. 00:26.000 --> 00:31.970 But if you know how you'll target, like let's say younger people, then you might want to name it with 00:31.970 --> 00:35.900 something related to that, because it's going to make it more obvious for you to recognize later. 00:35.990 --> 00:41.360 So let's name it AD set one, which is generally a bad name to have. 00:41.390 --> 00:44.720 You usually want to have more descriptive names, but for now we'll have this. 00:44.750 --> 00:46.280 We might change it later. 00:46.580 --> 00:48.230 Now for your conversion. 00:48.230 --> 00:49.880 What do you want people to do? 00:49.910 --> 00:56.330 You should choose this carefully, so you can choose to have people contact you through messaging apps. 00:56.330 --> 01:03.890 Or maybe engage with your ad, like get people to watch a video or interact with your post or event 01:03.890 --> 01:05.630 like this could be relevant for me. 01:05.630 --> 01:10.190 Or maybe you want people to come to your website, or maybe you want people to come to your app, or 01:10.190 --> 01:12.020 maybe you want people to like your page. 01:12.020 --> 01:13.490 So for me, I have a choice. 01:13.520 --> 01:21.260 I can get people to try to like my page, because whoever likes my page, I can run ads to them again. 01:21.260 --> 01:26.780 Or maybe because my ad will be a video of my music that I'm promoting. 01:26.780 --> 01:32.300 I would want people to interact with my ad, so perhaps the most important is that they actually watch 01:32.300 --> 01:36.740 the video so that they can see if they like my music. 01:36.770 --> 01:41.780 They will probably also like my page, but just in fewer numbers. 01:41.780 --> 01:47.090 But then again, if they really listen and if they really like the music, maybe they'll actually like 01:47.090 --> 01:49.040 my page and higher numbers, who knows? 01:49.040 --> 01:54.740 But what I do want is engagement with my music because they have to determine for themselves, do they 01:54.740 --> 01:56.330 like this now? 01:56.330 --> 01:58.280 What is the engagement type? 01:58.610 --> 02:04.490 Video views would be great, but the post engagement would be even better because that means they watched 02:04.490 --> 02:07.520 and then maybe did something like liked or commented. 02:07.730 --> 02:12.290 And then performance goal might be maximize engagement with this post. 02:12.290 --> 02:12.830 Yes. 02:12.830 --> 02:15.200 And then the cost per result. 02:15.320 --> 02:17.000 You want to experiment. 02:17.000 --> 02:18.920 You don't know how much this is going to cost. 02:18.920 --> 02:22.640 So you want to say maybe like $0.25. 02:22.640 --> 02:31.550 And if you see that you run this ad and you're getting zero results at this price, then you want to 02:31.550 --> 02:36.260 raise this and raise this and raise this in the coming days until you start getting the right kind of 02:36.260 --> 02:37.430 engagement you want. 02:37.460 --> 02:42.800 On the other hand, if you're getting plenty of engagement at this rate, you can actually lower your 02:42.800 --> 02:49.370 bids in the coming days to see are you still getting engagement but just more engagement, because for 02:49.370 --> 02:51.950 the same budget you're able to engage more people. 02:52.280 --> 02:59.150 Now, the one thing that is not so good here is, you see, when you get charged right here says for 02:59.150 --> 03:00.050 impressions. 03:00.080 --> 03:04.910 Now that's really dangerous because you can go through many impressions. 03:05.000 --> 03:09.890 That's just when somebody looks at your ad, not engages with it. 03:09.890 --> 03:14.120 So if you get charged for impressions, well, a lot of people can look at the ads. 03:14.120 --> 03:16.370 But that's really weird, right? 03:16.370 --> 03:20.480 Because our goal is to have people interact with their ads. 03:20.480 --> 03:24.920 So I would actually maybe run this to see how it works at a cheaper rate. 03:24.920 --> 03:31.820 And then maybe that experiment would be just to see like pay per impression, because usually it's pay 03:31.820 --> 03:34.250 per action, like pay per some action. 03:34.250 --> 03:38.570 So if you see something like this and you're weary like impression, I don't want impressions. 03:38.570 --> 03:40.600 I want people to actually do something. 03:40.610 --> 03:47.150 Then you start wants to experimenting with your ads and see does this stay grayed out and why is it 03:47.150 --> 03:47.810 grayed out. 03:47.810 --> 03:54.230 So the way to do this would be to toggle between different options like post engagement video views 03:54.230 --> 03:56.360 and see are there other options. 03:56.360 --> 04:03.620 So you see for a video view I can select to only be charged when there is a play of the video. 04:03.620 --> 04:08.330 And if you're not sure what is exactly through play because it's a little bit weirdly named, you can 04:08.330 --> 04:09.230 mouse over this. 04:09.230 --> 04:10.910 I here for information. 04:10.910 --> 04:18.620 And if you're not sure what exactly is this through play in terms of like, I know that it sounds like 04:18.620 --> 04:22.730 the whole video is going to play through, but that's just an assumption. 04:22.730 --> 04:26.210 So what you can do in such cases is literally go to Google. 04:26.210 --> 04:26.990 Like this. 04:27.140 --> 04:29.270 Like I wasn't sure about this through play. 04:29.300 --> 04:36.320 What are exactly the measurements of how Facebook sees when your whole video is played and you see it 04:36.320 --> 04:43.430 explains here through play allows advertisers to optimize and choose to pay only for ads that are played 04:43.670 --> 04:47.210 to completion for videos shorter than 15 seconds. 04:47.210 --> 04:53.300 So in my case, that wouldn't work for me either because my videos are longer than 15 seconds. 04:53.540 --> 05:00.050 But if I cut a clip of a video and made it 15 seconds long, then that would. 05:00.290 --> 05:01.430 Work for me. 05:01.790 --> 05:09.470 And so I could theoretically make this asset just testing out whether people will engage with this 15 05:09.470 --> 05:10.730 second kind of an ad. 05:10.760 --> 05:16.760 But what you can also do is you see change the conversion, for example, instead of interacting with 05:16.760 --> 05:23.810 your ad, maybe they interact with your Facebook page and then you want to see does Facebook change 05:23.810 --> 05:24.620 when they charge you? 05:24.620 --> 05:25.520 And yes, they do. 05:25.520 --> 05:28.430 They charge you if people like your page. 05:28.490 --> 05:34.310 And suddenly that's a much more tangible conversion. 05:34.520 --> 05:41.660 And then you can say, okay, cost per result like that is let's say I'm going to do $0.25 per like, 05:41.660 --> 05:44.090 and let's see if that gets me any results. 05:44.090 --> 05:48.520 And I'm going to give that a daily budget of like let's say $5 and let's see if that works. 05:48.530 --> 05:57.260 So hopefully that gets you comfortable navigating and choosing between different types of basic conversion. 05:57.260 --> 06:02.210 This is still basic conversions because your customers aren't buying anything yet on your website, 06:02.210 --> 06:10.340 but still nevertheless conversions and understanding how you'll be charged and being mindful of that 06:10.340 --> 06:12.350 when you select all your options. 06:12.500 --> 06:16.640 Now, having said that, the next important thing is the targeting. 06:16.640 --> 06:21.020 So you've set your performance goals, the budget. 06:21.020 --> 06:27.830 So since we've covered these topics, we're starting to come to the topic of targeting your users. 06:27.830 --> 06:30.350 And targeting is very, very, very important. 06:30.350 --> 06:32.170 Arguably the most important thing. 06:32.180 --> 06:36.380 So targeting happens in audience controls. 06:36.380 --> 06:38.810 This is where we target by geography. 06:38.900 --> 06:40.400 This is pretty straightforward. 06:40.400 --> 06:45.110 So we'll cover it now basically wherever you want to run your ad. 06:45.230 --> 06:50.210 Places like United States tend to be more expensive in terms of engagement. 06:50.210 --> 06:58.070 And countries where advertisers advertise less tend to be cheaper, and countries where the currencies 06:58.070 --> 07:02.030 are weaker tend to be also cheaper to advertise in. 07:02.030 --> 07:07.280 But you also want to advertise in places that actually have your target audiences. 07:07.280 --> 07:13.610 So in my case, let's say because I'm doing music and it's a certain kind of music, it's English language 07:13.610 --> 07:22.550 music, and I'm based in the US, I probably would opt to keep my audience in the US because culturally, 07:22.760 --> 07:25.340 other countries just may not find my music interesting. 07:25.340 --> 07:28.670 At least some people will find my music interesting. 07:28.670 --> 07:35.030 In every country there are some people, but the majority will probably be US based or Western based. 07:35.030 --> 07:38.210 Just because culturally, that's the kind of music I make. 07:38.210 --> 07:40.160 So I'd leave the United States there. 07:40.160 --> 07:47.420 And then when we come to this advantage plus audience, let's tackle this in the next video, because 07:47.420 --> 07:53.930 this needs a lot of attention by itself, because it can get quite complex, and it should be quite 07:53.930 --> 07:57.620 complex because we should target our audience in a perfect way. 07:57.620 --> 07:59.570 So let's do that in the next video.