Hi everybody.
My name is Taylor Kelly.
I am the owner and head instructor at functional psych down in Grand Prairie Texas.
I'm also known as the martial arts tutor on YouTube and in this course I must show you guys how I run
my Facebook ads.
Now this has been a lot of trial and error for me.
This has been something that I've been constantly tinkering with as early as 2015 as I make this video
is 2019 Facebook tutorial.
One thing to keep in mind is that my industry is martial arts but the principles that you'll find in
this video are pretty much universal.
Like it's it's very much similar to any other business whether you have a restaurant business maybe
of an online business.
When we sell T-shirts maybe you do real estate.
The principles I'm going to show you are very fundamental and they'll guide you to what to do correctly
to optimize your Facebook.
OK so I'm going to start first off with establishing a funnel because that's just something that every
single system will tell you about is having a funnel and it's not wrong it's it's actually just really
basic.
And I think people get really complicated so I'm going to try to break it down for you guys.
So in a funnel you have three different categories have cold traffic you have warm traffic and then
the optional hot traffic.
Okay.
So cool traffic is basically people that don't know who you are.
Right.
They are they maybe they're scrolling on Facebook and they find you for the first time right.
Perhaps they have an interest in what you're doing.
You know maybe if you have the right targeting but most of the time are people that just have never
met you before it's the first time you know that their eyes are open.
Right.
So that's the first step of the process.
Now the second step is Warren traffic.
So it's the.
I'll get to it later.
Crowd okay.
No I'll get I'll be explained that pretty soon.
But basically warm traffic is anybody who visits your website.
Okay.
So somebody that clicks on your Web site obviously has shown some sort of interest right.
They're not just kind of ignoring you.
They have some kind of interest in what you have to say.
So that's that warm traffic and the last step is the hot traffic.
So this is people who have bought from you in the past.
Right.
So one of the just a really easy principle that you see in a lot of books is you know the best kind
of customers are repeat customers because there's so much easier to sell.
And the cost of acquiring them and costs of getting them to buy more from you is really really really
easy in most businesses.
So that's basically the three steps to the funnel.
We're going to make it really not complicated.
We're not going to go crazy with pixels or anything.
We are going to use pixels so if you haven't have your Facebook pixel installed in the Web site I'm
not going to go over that in this tutorial but you should definitely do that as soon as you possibly
can because that is really like a game changer.
As soon as you install that Facebook pixel your ad costs are going to go way down and you're gonna be
spending really little money to get more more people into your business whether it's for small business
maybe you have an online business or maybe do real estate or all of the above.
OK.
So we're going to talk first about cold traffic.
OK.
Now this one comes down to who your cousin who your audiences.
OK so you got to ask yourself who do you like to serve right.
Who is your who's your avatar.
Right.
So for my example I teach martial arts and the majority of my my students as you can see or at least
the majority of my clients are parents right.
So their moms between the ages of 25 and 45.
So that's my avatar.
OK.
Now your avatar might be different maybe you are selling perhaps Marvel related T-shirts or DC comic
book T-shirts.
Well then you're you're your demographic is probably people who are interested in comic books and the
nice thing about Facebook and as I'll get into it is you can actually target people based on specific
interests.
Now one thing to keep in mind is that when you target a specific interest it does drive your cost up
a little more and you're kind of relying on Facebook to do more of the work which by the way Facebook
is it's a great platform at all but ultimately if you had to pick between using the Facebook demographics
or your pixel on your Web site you'd probably be better off picks it picking the picks on your Web site
because that's actually going to give you relevant traffic in regards to people who actually want to
visit your stuff.
Right.
So just keep that in mind.
Now when you're creating a whole traffic ad you want to do the following.
You want to establish the know like and trust factor.
Customers will care you at this point you know when you're doing a cool traffic ad you're not trying
to sell them anything you're trying to just get them to know like and trust you.
So you know a very powerful thing that I see happen lots people make just live videos just straight
up live videos talking about a certain topic and just kind of just educating people.
Right.
So if you educate entertain people that's going to get more eyeballs on what you're doing.
OK.
And then when you make the ads or when you make these this content you always have to ask yourself the
question as the customer what's in it for me.
So whenever I post anything I always try to step inside the shoes of my whoever my prospect is and say
what's in it for me OK what am I.
What value am I getting from this post.
This is just trying to sell me something is he just trying to get my money like what what is the thing
that is giving me value like my my address.
Is he addressing a pain point something that I'm struggling with.
Right.
So really ask yourself what pain points do your duty customers have or future customers have and really
dig into that you know dig deep get people to read your whole text OK.
Get again and read everything.
And on top of that we're gonna have an evergreen ad.
OK so this may not apply to everybody.
This might apply to some of you guys but for me personally I like to have an evergreen ad which is basically
admitted as an offer.
OK.
So it's an offer to call traffic basically just showing them that I have something on the table.
So for example as a martial arts school My offer is two weeks for 20 dollars.
Right.
Or I know some.
Some places have you know buy one get one free.
If you have a restaurant.
Now the purpose of this evergreen ad isn't to get people to click on it.
It's just to show that it's there because what's going to happen is that we're going to use the same
ad to show people so let's say some people do click on it but they don't buy.
We're going to retarget those people with a discount.
OK.
Because those are more enticed to take your discount up because they've clicked on your ad before.
OK.
So I'm not sure.
Yes just a quick example of how to make a cool traffic ad.
OK.
So you could use the Facebook ads manager as I'll show you guys in here.
However the way I prefer to do it is to actually go on your Facebook page.
OK.
Because when you use the ads manager and you go for an engagement it's not going to appear on your page.
It's going to be it's called a dark post.
So that means it's only going to appear as an ad but not necessarily on your Facebook page.
So the first thing you want to do is come up with good content.
Like I said before always asks yourself the question What's in it for me.
OK.
I know three guys is a quick example.
So this is some one that I made.
It says do your kids sometimes overreact to stressful social situations.
OK.
And this is just addressing a need that some parents have they're like oh yeah my kids are.
They sometimes overreact.
Right.
Distressful problems and I want to fix it.
OK.
So what I do is I just kind of give him a spill.
I talk about you know how we can benefit them and then avert the very end.
I give him a little pitch.
I just say get the same benefits for your child by visiting us at functional type 1 no dot com.
OK.
Very very soft pitch.
OK.
But what I do is I boost this post.
So this post hasn't been boosted yet but I'm going to boost it now.
So to run cool traffic you're going to hit boost post.
OK.
Now at this point you can edit the targeting settings however you want.
OK.
So you can create a new audience.
For example I'm going to is going to create a quick one for example.
OK.
So let's say your target demographic is woman.
Right.
You basically just fill this out.
OK.
Now it's a local business.
Be very careful that you you watch this thing OK.
The locations tab because a lot of people leave this alone and they put United States.
And they wonder why their costs and why they're spending you know thousands on Facebook you've got to
make sure you're in your town and specifically a radius a radius is a really good way to to make sure
you're targeting the right people that are in your area.
OK.
And like I said it depends on your industry.
So if you do real estate maybe you can expand this a little more maybe you can go like you know about
maybe 25 miles OK or 30 miles.
Doesn't matter what you've got to do is you just got to make sure that you're targeting people in your
area.
OK.
And then the nice thing about this is that they say you have a certain you know quality of person that
you want to have.
Right.
So let's say because it gives you suggestions to a bit by the way based on what you do.
So let's say you are selling T-shirts.
Like I said before and you want to get people interested in Marvel.
Right.
Marvel Comics.
Boom you have that as interest.
Let's say you want to attract people who are perhaps also like the movie Iron Man.
Ok maybe you're selling a T-shirt that is talking about Ironman.
Maybe the movie specifically super Ironman film.
Now what's going to happen is that it's going to give you people who like these things OK.
And when you do that it's going to give you a very you know targeted audience.
That's where it's relevant.
OK.
Now in my case in the martial arts industry I don't target people who like martial arts simply because
most people don't.
Haven't really heard of it.
You know the people that come into my school I've never done it before so I don't I leave this whole
blank.
OK.
And you can leave your stuff blank too because at the end of the day we're gonna use a Facebook pixel
anyway so you can leave it pretty blank.
Obviously I'm not going to have 13 URLs.
You know be clicking I think the most important thing honestly is just the age thing like you fixed
the age.
I don't have people who are over 65 in my school or someone to drop it down to 50 because I have people
who are 50 and that's about it.
Right.
And then you hit boost and then you're done.
OK.
Now after that.
OK you're going to say just let Facebook do automatic placements because they know what they're doing.
And that's far as the budget I really recommend you do ten dollars over seven days.
OK.
Now my strategy for this is let's say three days go by and nothing happens.
If that's the case.
Kill the ad it probably stinks OK.
It probably isn't that good.
And let's be honest with that it's probably not that good.
Maybe you're targeting isn't is too narrow.
If you leave things broad it first it's really going to give you a good understanding of who your target
demographic is.
And Facebook is pretty smart.
You know when you when you start accumulating likes and shares and followers and comments things like
that it's going to find people like that.
OK.
And as a matter of fact you can even do this in ads manager and I'll show you guys how to do that too
is you can create a custom audience where people are like people who like your page.
So let's say you have a lot of people who engage with it and then you can get create a list of people
who are like the people that engage with it.
So you can do that too.
OK.
But what I recommend is ten dollars over seven days and that will increase your engagement.
OK.
And this is a very important step people like Miss this step because they feel like I want to sell this
stuff right away.
I just want to get it out there.
It takes time.
It's a marathon not a sprint.
And the more you do this the more chances you have an actually getting people to convert depending on
what your businesses.
OK.
So that is how you do cold traffic.
Now how do we do a warm traffic.
OK.
The evergreen ad I'll show you guys how to do that real quick really easy.
So you go to traffic.
OK.
This is basically maybe you want someone to opt in.
Right.
So you want someone to opt into your page you know maybe you have a report.
Maybe you do.
You have like a baking Web site and you want people to download your free recipes.
Right.
So you're going to click traffic OK.
I would not do lead generation.
OK.
And here's why.
A lot of people will say that you should do it.
I personally don't agree with it because what Facebook does is that they target people who specifically
are more inclined to give them your contact info.
In my personal experience the lead generation is really really expensive and it gets people that aren't
really going to actually like there's just people that click stuff and just fill in their information
like by accident I've had so many terrible leads from this.
Now I could be biased could just be my area but I don't really recommend it.
I recommend you either do clicks OK traffic or engagement.
You know those those are the two ways.
But right now we're going.
How about getting an evergreen ad out there.
OK.
So just a general thing that if people to opt in.
OK.
So I mean continue.
And then you just basically follow this that Facebook is pretty nice.
OK.
They're pretty easy with what you're doing.
And like I said this is the very open audience.
This is the the audience that you don't know too much yet you're just trying to get a good feel.
OK.
Now you can put as much detail targeting as you want but I would keep it as vague as you possibly can.
OK.
I would wouldn't get really really detailed because it's going to narrow your your search.
And plus it's going to drive your costs really high.
OK.
So you want to just keep this very very very blank OK.
And now the only ones that I would change would be the age because you know if you have somebody who's
potentially buying from you depending on what it is you know I would go with ages 25 and up.
If you're looking at somebody that wants to buy a house you know I don't know the industry well enough
you probably know more than me but just kind of figure out the age bracket of that.
And I would leave this stuff alone.
I wouldn't do too much of it.
Maybe one thing and that's about it.
OK.
And then for locations you know if you're a local business you want to make sure you put in your location.
Now biggest one that people miss out on.
You want to do people who live in this location OK.
Because if you do people everyone in this location that could be people who are traveling maybe you're
in a very heavily touristy city OK and you're trying to look for long term clients if you do everyone
in this location will be anybody who just is traveling there.
Right.
Because even though Facebook says like people traveling this location I have found that some people
when I do everyone in the location I found people who just straight up are leaving you know a week later
because they just they were just visiting.
Right.
And Facebook doesn't always know the difference.
So you always want to make sure people who live in this location and you know whether it's United States
or your city or town unless you want to do.
OK.
And then languages don't forget that it's pretty important.
OK.
And then I would leave a connection type alone.
OK.
Because if you unless you have tons of likes and followers that's good to know.
But we're trying to get new people.
We're trying to get brand new coal traffic and then for automatic places placements just do recommended
Facebook is they know what they're doing.
OK.
And then for the daily budget I wouldn't do lifetime budget.
OK.
And the reason being is because I have found that whenever I've done daily budget I've gotten better
results in my lifetime budget.
And that's because Facebook will they'll try to evenly spread your lifetime budget.
And when you do that let's say for example six days go by and your budget was 50 dollars.
OK.
And let's say you just get nothing but you get no clicks.
You get nothing nothing's nothing's happening.
Right.
And on Day 7 one person clicks.
You just spent fifty dollars of one click.
Right.
So I wouldn't do that.
I would stick with daily budget have a five dollars.
Just keep her eye on it.
Let just let let it run.
OK because the chances of you getting you know a better return is higher when you do it like that.
OK.
When you have the end in mind.
Facebook likes to you know they they will charge you a lot if you if nothing happens in six days and
the seventh day happens.
Finally something happens.
OK.
So it's easier to track that way.
OK.
Now for a landing page views you definitely want to keep it like that because then I think my landing
page views is that it's going to actually get people who load up the Web site you know.
So if somebody clicks on it and they don't actually let it load there's not going to count.
So that's a good one to do impression.
Yes.
That's what you want.
This strategy lowest cost.
Yes I mean they continue.
I'm not going to finish this ad because I'm not going to actually post this but
all right.
So here you go.
So you can use Instagram account if you have instagram.
I highly recommend you do it.
Now at this point you can just do whatever you feel is necessary right.
So right now I'll say right now video is very powerful if you can have a video of something that be
good.
And you know you can you can do that.
Now when it comes to creating the text and the ad copy and all that stuff and putting in your web site
and your headlines you know on your desk and your URL you are all you want to make sure that you split
test.
OK so for example after you hit confirm OK it's going to ask you saying hey would you like to make another
ad with this.
You want to hit.
Yes go through the same process and I'll have it.
I'll have a copy and paste it pretty much and then just change one little thing about the ad OK like
maybe change the picture.
OK.
And then ad then I'll ask you to do another one.
You hit it again and then maybe you change another picture.
So what this is called a split testing basically what's going to happen is that you're going to look
at your ads and you're going to see OK.
Which ones performing better.
And usually I'd give it about three days.
So about three days time figure out OK.
Which was getting the most clicks because that's all that matters right now.
We're not trying to get people to opt in.
We're not trying to get people to fill up their contact info.
We're just trying to get them to click on that Web site.
That's the end goal of the coal traffic.
OK.
And as soon as you do that you'll figure out what works and what doesn't.
And then now we have the next step.
OK.
So the next step is actually using our Facebook pixel so to install your Facebook pixel.
You go to pixels OK.
And then you have this page basically you just you can follow that.
But this is this tutorial isn't about how to install your pixels.
OK.
So get that installed.
Now once you have that installed we're going to go to audiences like an audience this is where we're
going to actually you create a pixel I guess I guess create a an action for our pixel.
OK.
So I'm going to create a custom audience OK.
Now let's say for example you don't have a Facebook pixel installed.
OK.
Let's say you just you can't do it.
You can't figure it out even though it's pretty easy.
If you if you just can't figure it out maybe you're your Web site doesn't let you do that.
Maybe don't even have a Web site.
OK.
Because I know some people don't have a Web site.
They can't afford it.
That's fine.
The other option other option is engagement so you can click on this.
And what's going to happen it's going to get people who have engaged with what you're doing.
So maybe they watched a video so perhaps maybe they watched 10 seconds under your video.
Perhaps it was 20 seconds Ed video.
Maybe they've interacted with their Facebook pages the one that I've used a lot and it's worked pretty
well for me.
So you can do that.
You see you can click this and then you can go with you know everyone who's engaged with your page in
the past however long days.
You know I usually recommend about you know 30 days because that way they're more a captive audience
so you can do that and you can create the audience that way.
OK.
But to really use the power of Facebook like a pixel is gonna be the best.
Because that's just going to give you very high quality traffic.
OK.
So the driver costs way down.
OK.
So I'm going to go to my other profile so that way I can actually make this pixel
All right so we're going to create an audience a custom audience.
So do we go to Web site traffic.
Now I have a Facebook pixel installed.
This should show up.
OK.
So now let's say for example you want someone who visits a specific page writes Maybe you have a page
where you're selling.
Let me give a quick example
Oh yeah.
So let's say OK let's say the ad that you just ran right the coal traffic ad with Evergreen ad where
people are just looking to opt in.
OK maybe it's just on your home page so you can just go to all web site visitors.
Right.
Or maybe just people who haven't opted in.
Right.
So you can even do this too.
You can go maybe you type in the opt in page you know so that you'd copy and paste the URL and then
you go exclude.
So let's say you want only people who have visited the page but have not opted in.
So then you can put another page of people who have opted in.
So for example let's say you have a Web site where the person you are L. is something like I'll just
make one up for example w w w dot
making duck baking report baking dot com slash report.
OK.
So let's say you have that and let's say you want to exclude people who have actually downloaded your
free report.
OK.
So now that we didn't exclude button.
OK.
So I'll go to w everyday without baking.
Dot com slash report slash confirmed.
OK so let's say that's your.
That's the that's the website address of one people where they get redirected once they opt in.
Now you've only gotten people who have actually seen the report but haven't actually put in their name
and email address and you're excluding people who have done that because I'd be redundant.
Right.
Especially if you're giving like a special discount our special offer that might piss some people off
if you decide to give a discount away and then people have already bought something like Hey how come
I didn't get this discount.
That's how you avoid those things.
OK.
So that's a way to do it.
Another way to do this as well OK.
It's like I said before if you don't have a website.
Use the engagement works just as fine.
I like to use fake people who have engaged my Facebook page sometimes I have a certain video.
Right.
So there's a there's a video that you know these watch.
Ten seconds my video and you can choose the videos you have.
Right.
So you can choose a certain topic because honestly you know if somebody watches you know a lot of your
video there's a good chance they're probably interested right.
So you know if you're in real estate and you're trying to find someone who is looking at getting a home
you know people will sit and watch and if they watch the whole time you know you can segment your audience.
There's a good chance they're interested.
They just didn't do it yet.
OK.
Because like I said before this is the crowd of people who tell themselves I'll do it later it's the
I'll do it later crowd so sometimes they'll click on every green ad the other click on your opt in or
whatever.
And then they're like Well I'll fill this out later right.
Well basically the purpose of these warm traffic ads is to remind them that hey you forgot to fill this
out.
Let's do this.
OK.
And another thing you can do too.
Right.
So let's say let's talk about just creating the actual ad now.
So let's say I'm going to go to this one that I personally have.
I'll show you as just a really easy example.
So by the way the way to make an ad using the Facebook pixel.
So just for example I have a retargeting ad for people who are interested in my 46 year old program.
OK.
So I'll go to actions I'll.
Yes and see the settings I have OK.
So I have people who visited these specific pages.
Again these happen to be in my evergreen ads.
OK.
They they visit these pages but they did not opt in.
OK.
So no problem.
So what I did is I picked one of my most engaging posts.
So like I said before is to go full circle when we make a called traffic will it make good content.
OK.
It's good to reuse that as a way to remind customers of social proof.
Right.
So I'll show you guys just a really quick example of what I did.
So you guys can see that
so I text this is my retargeting ad I just started running it.
So it doesn't have a whole lot.
However look how low it's like I've only spent a dollar and in it and it's I just started and it's already
had 60 impressions.
Right.
So 62 who have visited my Web site.
It's pretty it's.
That's not bad.
Right.
So I'm going to go here.
I'm going to click edit so you can get what I did so what I did is I took an I took a basically something
I was engaging really really well and turned it into a retargeting ad OK that addresses the target audience
I'm talking to.
So just another good way to establish social proof especially if you're new and not have many people
know you yet.
So this is just a just a testimonial that I have here that runs it has.
And we see in this go down has 60 has 70 likes and four shares.
OK.
So it's not bad.
So what I do is I run this as just a just a testimonial.
OK I run this as an ad targeting people who have visited the certain page specifically my age is 46
year old page and notice I mentioned four year olds four year old in the title to get them to read this
testimonial.
And at the bottom I have a call to action selling them to get our dinner our trial.
OK.
So that's just one way you can do it.
Now to show you guys how to take an ad so say for example you have a post that you know would work really
really well as something that would get people to you know like and trust you.
Let's say you had a you had a killer concept ad that gave you a lot of traffic when you hit create.
OK.
So I'm just going to start over so can show you as Gagan traffic.
And like I said before you're targeting people who are
you know who.
So yeah.
Away always you'll find your custom audience and here someone is look my look might one of mine.
Let's say I'm going to pick a random one game my fitness kickboxing retargeting and then you don't do
anything else by the way you just leave it alone.
However I would still put your location because sometimes you will slip through the cracks.
Maybe they just come from a random website and clicking on stuff.
But as soon as you do that you figure everything else out.
And like I said five bucks a day is pretty good.
You'll you'll never actually spend that much if your audience is really small.
Scroll down.
It's been slow.
OK.
You can go to slide up a little bit.
You can see right here says use existing post OK so you can select a post.
Right.
So you can select the post that you know has done really well before maybe it already has social proof.
Which means it has likes comments and shares and when people look at that they're gonna be like oh OK
this guy.
He obviously knows what he's talking about because he's you know people people engage with it like this
one you know this is 20 lives.
I probably do this.
OK.
Just a really simple way to remind people that you're still exist.
OK.
Now the last step we're going to talk about is the hot traffic.
OK.
They say it's people who bought from you get really easy when you go to your audiences.
We'll leave this page
came and you create your audience.
You can create an audience a custom audience of people who have bought from you.
So go web website traffic.
Maybe there are people who have visited a special.
So let's say they bought WWE Dot.
Doing something random carrots dot com slash buyer.
So let's say they bought from you.
They went to your checkout page.
Boom you just made 20 bucks or something.
The carrot.
OK.
You exclude people.
OK.
Exclude people who haven't bought because you know you're giving them a special deal.
Right.
So people maybe who you know that carrots dot com slash opt in.
You know maybe they opt.
Maybe they opted in.
Or maybe they didn't.
In right and they just that they don't buy from you.
Right.
So you do that.
You just exclude basically find the pages were just the general Web site but only target people who
have met the specific page.
Right.
So you're excluding people who have visited you know just just haven't you just visited a Web site but
they actually haven't bought from you.
Gabe that makes sense.
Once you do that you target those people you create an ad were you up sell them.
Right.
And then that point your cost is going to be really really really low.
OK.
So hopefully guys enjoyed this course hopefully this made sense.
This is just like a general overview of how you can run Facebook ads and just review just to kind of
bring everything back together.
Your highest budget will be your whole traffic.
OK.
So that means your content.
You know they always say content is king.
It's true because that's actually what's going to separate you from a lot of people.
If you just put offers in all the time and you never actually get people to know I can trust you.
You can have a hard time at Facebook because Facebook rewards you with cheap traffic by you know especially
ones that get a lot of engagement.
They'll give you a cheaper traffic OK.
You'll spend very little if you have good engagement and good content people are going to share.
People are going to college you know going to like it really easy stuff.
OK.
So that's the first thing you do.
As soon as you do that you retarget people who have visited your Web site through your engagement ads
and you're evergreen ads.
It's a warm traffic.
It's the I'll do it later crowd just basically reminding him you still exist.
Right.
Basically reminding them that you have social proof to show them high engaging content and just kind
of talk just kind of be a personable person for the warm traffic out.
And then lastly if they do buy from you now's the chance to sell them.
Right.
So if you sell like maybe perhaps you sell a course online maybe you sell some course on you to meet.
Right.
You sell of course I need to me where you're getting people to buy a course.
Maybe you can give me a discount code when they you know if they've only bought from use it to buy from
you a second time you know especially if they already like your stuff.
OK.
So that is the Facebook as training one to one for 2019.
Hope you guys like it.
You guys did like this course please give me an honest review on you to me down below.
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