WEBVTT 00:00.140 --> 00:06.590 With this video, let's begin setting up our app that will promote our Golden Retriever tee shirts. 00:06.680 --> 00:09.500 And of course, that's the page and that's the tee shirt. 00:09.790 --> 00:11.560 We feel like golden retrievers. 00:11.570 --> 00:17.660 So the first thing we'll do is to make sure we're on the right ad account. 00:17.690 --> 00:20.810 Because, you see, there are more ad accounts that I have. 00:20.810 --> 00:25.460 And in case you have more pages and more accounts, you really want to double check this. 00:25.460 --> 00:29.420 Every time you run an ad, you set up a campaign double check. 00:29.420 --> 00:31.670 This little area will save you a lot of headaches. 00:31.670 --> 00:37.040 Once you're sure you're in the right area, you can create a new campaign and we're going to hope to 00:37.040 --> 00:37.730 get sales. 00:37.730 --> 00:40.880 So we're going to choose sales and click continue. 00:41.030 --> 00:45.620 Of course, we can also run a campaign to get traffic, because what we're really after is to build 00:45.620 --> 00:51.200 up an audience of people who visited that page so we can retarget them again and again and again, because 00:51.200 --> 00:55.730 we are aware that most people don't buy from the first time seeing a product. 00:55.730 --> 00:59.660 So we're going to need to build up this audience of people who visited that page. 00:59.780 --> 01:02.870 And, and run retargeting ads to them. 01:02.870 --> 01:03.800 We'll do all that. 01:03.800 --> 01:04.880 But first we need traffic. 01:04.880 --> 01:07.070 So either traffic or sales is fine. 01:07.070 --> 01:10.760 So let's choose sales for now and we'll click continue. 01:10.760 --> 01:16.400 Then they're going to ask, do you want to do a streamlined advantage campaign. 01:16.400 --> 01:19.850 This is where they do a lot of the steps for you or a manual campaign. 01:19.850 --> 01:22.400 Since we're just learning let's do a manual campaign. 01:22.400 --> 01:24.350 So we go through every step together. 01:24.350 --> 01:31.880 So let's choose Manual Campaign and click continue after that on this pane here we have campaign settings 01:31.910 --> 01:34.400 ad set Settings and AD settings. 01:34.400 --> 01:39.290 First let's choose the high level campaign settings like choosing a name the campaign name. 01:39.290 --> 01:43.970 We'll give it a Golden retriever traffic, because these are going to be people who are seeing our ad 01:43.970 --> 01:45.140 for the first time. 01:45.140 --> 01:47.330 Then we're going to scroll. 01:47.330 --> 01:49.970 For now, we'll just choose the A, B test. 01:49.970 --> 01:52.490 Yes, and everything else off. 01:52.490 --> 02:00.110 The advantage campaign budget is to distribute our budget across different ad sets and campaigns. 02:00.110 --> 02:00.830 The same. 02:00.830 --> 02:04.010 But here we are just starting, so we don't need that. 02:04.010 --> 02:07.670 And then this other part about the catalog, we haven't set one up yet. 02:07.670 --> 02:12.170 So for us we just want to set up the a B test and move on to the next step. 02:12.170 --> 02:15.140 And here you'll see will take us to the new sales ad set. 02:15.140 --> 02:17.540 Let's give it a name for now. 02:17.570 --> 02:21.230 We'll call it the Golden retriever called Traffic AD Set. 02:21.410 --> 02:27.110 If we have any quirks or decide to do anything particular, we're going to add that quirk to the name. 02:27.110 --> 02:30.260 So it's easily discoverable, findable, and recognizable. 02:30.560 --> 02:36.050 Then our conversion that we're after is going to be through our website, obviously, because this business 02:36.050 --> 02:40.670 is run through our website, as is, you know, mostly if you have ecommerce, it's going to be largely 02:40.670 --> 02:43.550 through a website, then performance goal. 02:43.550 --> 02:47.180 In this case, we're going to want to maximize number of conversions. 02:47.210 --> 02:49.160 We're going to choose the pixel we created. 02:49.160 --> 02:50.570 I have this active pixel. 02:50.990 --> 02:54.620 And from this pixel I have conversion events that I created. 02:54.620 --> 02:58.280 Notice that I have a lot to choose from. 02:58.280 --> 03:03.770 There are some that not are not available because of the specific campaign that I'm running. 03:04.190 --> 03:11.120 There are some that are preset like add payment info, add to wishlist buyers and there are some that 03:11.120 --> 03:17.240 I made like adding to cart, initiating checkout, or viewing some content. 03:17.240 --> 03:22.340 In this case, I want the event to be Golden Retriever Page Visitor. 03:22.370 --> 03:31.340 This is something I preset basically that fires when a person visits that particular page. 03:31.340 --> 03:39.800 And by doing this, this pixel will be able to register these events as conversions and the cost per 03:39.800 --> 03:42.020 goal, let's say $0.50. 03:42.110 --> 03:49.250 If you start seeing that you're getting a lot of these pretty frequently, you can decrease the amount 03:49.280 --> 03:52.640 or increase if you're not getting any results. 03:52.640 --> 03:59.570 But if $0.50 is a reasonable place to start, then dynamic creative is where Facebook actually creates 03:59.600 --> 04:00.800 a lot of the visuals for you. 04:00.800 --> 04:04.730 If you upload some images, we'll say on, that's pretty good. 04:04.760 --> 04:06.620 Then budget and schedule. 04:06.620 --> 04:12.650 Let's say we start with $5 per day, and usually you start with a start date and have no end date because 04:12.650 --> 04:15.410 you just monitor this and if it's not going well, you'll stop it. 04:15.410 --> 04:18.440 If it's going well, well then don't stop it then. 04:18.560 --> 04:19.640 Audience controls. 04:19.640 --> 04:24.890 We'll leave it at United States because this particular store right now only ships to the United States, 04:25.130 --> 04:26.570 then the audience. 04:26.570 --> 04:28.490 This area is perhaps the most important. 04:28.490 --> 04:29.000 Here. 04:29.240 --> 04:32.000 They have this idea of advantage plus audience. 04:32.000 --> 04:37.940 This is where their artificial intelligence of Facebook is going to determine the best audience for 04:37.940 --> 04:38.510 us. 04:38.600 --> 04:46.520 But we actually want to switch to original audience options and then custom audiences. 04:46.790 --> 04:48.980 I've already actually set this up. 04:48.980 --> 04:54.140 This is going to be golden retriever visitors, golden visitors. 04:54.170 --> 04:57.680 These are people who have already visited that page. 04:57.680 --> 04:59.660 But that's just because I've already set. 04:59.780 --> 05:00.290 That up. 05:00.440 --> 05:08.420 In our case, we're going to want to go to detail targeting and actually choose that dog breed as a 05:08.420 --> 05:08.690 thing. 05:08.690 --> 05:12.140 People like golden retriever dogs. 05:12.170 --> 05:13.550 We're going to click that. 05:13.580 --> 05:17.450 We're going to also want to select the age group before running this ad. 05:17.450 --> 05:18.260 You don't really know. 05:18.290 --> 05:21.260 Is this going to appeal more to younger people or older people. 05:21.260 --> 05:28.010 So you might actually want to break this up and say like 25 to 35. 05:28.040 --> 05:31.220 Let's see if they like this page. 05:31.220 --> 05:38.360 And you might actually create a new audience with this and say custom audience, create new from the 05:38.360 --> 05:39.170 website. 05:39.200 --> 05:45.380 Next the audience name will be Golden 25 to 35. 05:45.770 --> 05:48.860 And then under event all website visitors. 05:48.860 --> 05:56.930 You want people who visited specific web pages and you give the web page the unique part of the URL 05:56.930 --> 05:58.580 and create an audience. 05:58.670 --> 06:02.240 So we will know exactly that. 06:02.240 --> 06:08.030 We want to target this audience with our retargeting, so that our ad and our retargeting ad is the 06:08.030 --> 06:08.450 same. 06:08.450 --> 06:15.390 And when we create our ad set for, let's say, 35 to 45, we're going to be able to retarget only 35 06:15.390 --> 06:20.450 to 45 year olds with the same page and see who's buying or engaging more. 06:20.450 --> 06:26.540 And let's say we end up seeing that 45 to 50 years old is the range of people who are engaging the most 06:26.540 --> 06:26.960 with this. 06:26.990 --> 06:32.060 Then ultimately, the ad we might run the most or at all is the one that converts the most. 06:32.060 --> 06:34.610 And that's why we test in this kind of a granular way. 06:34.610 --> 06:36.560 So we'll say create this audience. 06:36.650 --> 06:41.240 Then they're going to give us some options to create a lookalike audience or an ad. 06:41.240 --> 06:42.920 We don't need those just yet. 06:43.040 --> 06:45.200 So we're going to X out of that. 06:45.200 --> 06:50.360 And the last thing we want to do in our ad set is the placements. 06:50.390 --> 06:58.130 They suggest that they choose placements better for us, but if you select the manual placements, you 06:58.130 --> 07:03.050 will see that they will place your ad in a bunch of places where you might not want. 07:03.080 --> 07:08.840 Like for now, I'm not advertising on Instagram and I don't have a lot of presence there or an active 07:08.840 --> 07:14.660 page, so I might actually not choose that by myself because they think they know better. 07:14.660 --> 07:17.750 I think I know better if it's really not working. 07:17.750 --> 07:23.930 We can bring back the Instagram audience by editing our ad, but for now, I'm not into that option. 07:23.930 --> 07:29.120 So maybe not then the audience network, that's like the extended audience they have. 07:29.420 --> 07:31.370 Maybe it's not the best audience. 07:31.370 --> 07:32.990 So we'll click that off. 07:33.080 --> 07:39.650 And on Facebook, there are some places where we don't want to appear, like maybe Facebook Business 07:39.650 --> 07:40.280 Explorer. 07:40.280 --> 07:41.510 We'll take that out. 07:41.630 --> 07:44.720 Facebook Stories not really into that. 07:44.780 --> 07:52.400 Facebook Reels, not for this particular ad, and then in-stream ads for videos and reels. 07:52.400 --> 07:56.360 We might have a photo ad just for this case, so we might not be a fit. 07:56.390 --> 07:58.160 Their search results are okay. 07:58.190 --> 07:59.810 Facebook search results are okay. 07:59.810 --> 08:05.570 And so once you approve this you'll click Next perfect. 08:05.570 --> 08:11.120 And then you'll see that in this pane here you're taken to set up your actual ad. 08:11.120 --> 08:18.470 So the ad is going to be golden retriever young people 25 to 35. 08:18.620 --> 08:23.360 You don't need this partnership ad because most people don't have partnerships Facebook page. 08:23.360 --> 08:26.300 That's the right page ad set up. 08:26.630 --> 08:29.240 We're going to upload images manually. 08:29.420 --> 08:35.030 And the format is I like the carousel option with multiple pictures that people can browse. 08:35.060 --> 08:38.000 We can leave that multi advertiser ads on. 08:38.000 --> 08:39.860 You might appear next to other products. 08:39.890 --> 08:45.500 Now ad creative we're going to choose some images you can upload. 08:45.500 --> 08:48.950 And I've already taken screenshots of these three images. 08:48.950 --> 08:50.810 So I'm just going to upload those. 08:50.990 --> 08:52.640 Now those are available. 08:52.640 --> 08:55.610 Now we're going to select select select continue. 08:55.970 --> 08:58.160 Now we have a lot of images for our carousel. 08:58.160 --> 08:59.660 Next is a primary text. 08:59.660 --> 09:01.310 This is important. 09:01.310 --> 09:03.500 And the headline is extra important. 09:03.590 --> 09:08.020 This is going to be a great benefit that will get people's attention. 09:08.030 --> 09:09.530 Here's my headline. 09:09.530 --> 09:16.370 Make real human connections with people who love Golden retrievers as much as you do. 09:16.490 --> 09:23.390 Then the URL that we're going to give it is right here website URL. 09:23.720 --> 09:30.830 And I'll double the headline with the primary text, and you'll see that the primary text appears on 09:30.830 --> 09:33.380 top of the ad here, right here. 09:33.410 --> 09:36.230 Because you can kind of preview how the ad looks. 09:36.230 --> 09:45.200 And for the description of the link I'll say click to see different t shirt color combinations and details. 09:45.200 --> 09:47.720 Then building a URL parameter. 09:47.750 --> 09:50.870 This is so that you recognize where the traffic is coming from. 09:50.870 --> 09:59.620 So campaign source will be Facebook Golden 25 to 35 Campaign Media. 09:59.770 --> 10:03.180 You will use the ad name specifically. 10:03.220 --> 10:05.980 So it's specifically for campaign name. 10:05.980 --> 10:08.260 We're going to give it the campaign name. 10:08.500 --> 10:13.180 And we'll actually apply this because that's a lot of parameters already for us to understand what's 10:13.180 --> 10:15.190 going on for tracking. 10:15.190 --> 10:16.840 We don't need offline events. 10:16.960 --> 10:19.120 And that's it. 10:19.150 --> 10:23.020 We're actually ready to click on publish our ads. 10:23.200 --> 10:26.290 Then as you can see on the bottom, they're publishing the ad. 10:26.320 --> 10:32.950 If they don't find any problems, which hopefully they don't, then they prompt you to set up your a 10:32.980 --> 10:33.820 B tests. 10:33.850 --> 10:39.820 These are just really helpful tests to see whether some versions of the ads perform better than others. 10:39.820 --> 10:43.840 And you, of course, you always want to test because you ultimately want to find the best performing 10:43.840 --> 10:44.800 version of the ad. 10:44.830 --> 10:50.230 So we're going to say the version A will be this picture and continue with that. 10:50.260 --> 10:54.850 We're going to choose an ad to test against our current ad. 10:54.850 --> 11:01.750 So we're going to make a copy of our ad and just make a variation of it and choose a variable to test. 11:01.750 --> 11:07.660 For now, we can choose the creative since we don't have many different audiences just yet. 11:07.750 --> 11:12.760 You can also choose different placements to see if they are performing better. 11:12.760 --> 11:17.680 But for now, let's test the creative and we're going to say version A and version B are going to be 11:17.680 --> 11:18.100 different. 11:18.100 --> 11:22.030 So for version B we're going to use this ad. 11:22.150 --> 11:26.410 And they say that they'll duplicate the selected ad set. 11:26.440 --> 11:28.990 That's where we set the targeting and all that. 11:28.990 --> 11:31.270 And then you can edit and publish that. 11:31.270 --> 11:35.170 And your test will begin once your new ad set is published. 11:35.170 --> 11:36.520 So we'll say next. 11:36.550 --> 11:42.790 Then the test will be golden creative test determining the winner cost per click. 11:42.820 --> 11:43.870 Yeah that would be good. 11:44.080 --> 11:49.600 And then you start and end with certain dates and duplicate ad set. 11:49.600 --> 11:59.140 And what you'll see is that in our ad, we have now two ad sets for which we can go to the second ad 11:59.170 --> 12:00.760 and change this up. 12:00.760 --> 12:03.420 So maybe what we'll do is change the text. 12:03.430 --> 12:08.200 You see, what if it's not clear to people what the ad is like? 12:08.200 --> 12:14.530 Is it a t shirt or is it just a picture if we make it look like this, so what we'll do is say social 12:14.530 --> 12:20.830 t shirts to make real human connection with people who love golden retrievers and will maybe publish 12:20.830 --> 12:21.250 that. 12:21.250 --> 12:22.900 So that will be our a B test. 12:22.930 --> 12:25.900 Let's see if that copy performs better. 12:25.900 --> 12:32.770 What we can also do is maybe get rid of these images and just have not a carousel, but a single image 12:32.770 --> 12:34.150 with a person. 12:34.150 --> 12:38.170 You see how it's really cool like that and let's see if that performs better. 12:38.170 --> 12:42.640 Of course, it's two variables that I'm changing instead of one, but let's see if it works, because 12:42.640 --> 12:43.990 that will be a pretty good test. 12:43.990 --> 12:46.060 So let's see what happens and click publish. 12:46.060 --> 12:54.640 And so now what's going to happen is if we x out of this screen we will see that we have these two ads. 12:54.640 --> 12:59.920 If this one is in draft we might actually click to edit it and make sure we say publish it. 12:59.920 --> 13:06.880 And then when we x out of that, when we click on campaigns we have this Golden Retriever campaign and 13:06.880 --> 13:09.700 we have these two ad sets we made. 13:09.700 --> 13:12.970 It says ads inactive, but that's just because we just made it. 13:13.180 --> 13:17.950 If you refresh in like 15 minutes or 30 minutes, it's going to probably say ads active. 13:17.980 --> 13:26.260 So that's how you create an ad campaign and create special audiences that you can then know to retarget 13:26.260 --> 13:26.590 later. 13:26.590 --> 13:30.760 So the retargeting is something that we'll do in the next video.