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Lesson 26 from: Facebook Ads Techniques: Increase Your Campaign Results

Azriel Ratz

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Lesson Info

26. Who/What

Next Lesson: Who/How

Lesson Info


in this lesson, we're gonna talk about the scenario where you know the who and the what you know who you want to target and you know the offer you want to sell, but you're not sure how to build the ads funnel for these people. So you want to do is you want to look at how you are already selling your product organically. Look at each of the times that the person engages with your posts organically or your emails and try to create a map of the first time a person learns about your business till they buy from you. And then what we simply want to do is create an ad for each stage of that process, let's give an example. You are an e commerce business with a strong presence on instagram, you have 55,000 followers and the people that follow your page love engaging with your posts. The way they found your page is because their friends tagged them in a post which caused them to follow you. And then after a few weeks they kept seeing more and more posts they enjoyed and they kept on engaging. Fi...

nally, they saw a post that had a product they were interested in and they jumped in and bought it. So what you see here is that there's very specific stages of the funnel. Step one is to get tagged by their friend who already follows the page. Step two is they engage with high quality viral content in order to learn more and get closer to the brand. Step three is they see a post of a product that they like and they want to learn more. And finally step four is where they buy the product. How do I create ads that allow me to recreate this experience using ads. So let's think of the first step. The first step is they get tagged by their friends who already follow the page. So what I wanna do is I don't want to target cold audiences here, I want to target my warm audiences, my email subscribers, my instagram page engagement, my video viewers and I want to target them for engagement to get them to tag their friends on specific posts so I can create a post that incentivizes users to tag their friends just like they would do organically tag those warm audiences and get them to tag their friends. So now the first time that this person will ever have heard of us will be an ad run to their friend that they will tag them in. So now how do we move them from stage one to stage two. So let's think about it. What sort of actions would a user take after they've been tagged in a post. So the first thing I might do if I'm tagged in a post is I go to the instagram page, guess what that is a target herbal interest on facebook, you can create a custom audience based on people who just visit your instagram page. So I will look at very low touch engagements, whether that's just a comment, whether that's just a three second video view or a 12th video view or just coming to the page, those are very low touch engagement points and then I would exclude those people who do high touch points. Like messaging the page, like joining the email list, like buying my product, I could exclude all those people and who do I have left those people who just were tagged, who just did a little bit of engagement and I would target them with the best most viral content on my page. I would look through my instagram account and I'd find those posts that got the most engagement and then I'd run those as as ads because if I know that other users engage with them, it's likely these new users who were tagged by their friends would engage and be interested in these posts. So I'm simply using the existing formula of how organic people would find my business number one, get tagged by their friend, we did that number to let them see organic posts. Take five or six posts, run them as adds to these low touch people, then stage three, we want them to see a product they might be interested in. How do we do that by simply showing them the three or four best products we sell in our store. You know what sells the best in your store is very easy to find that out. Take the posts that drive the most sales that happen organically take those posts and run them now to all those warm audiences we talked about before. People that message the page 95 2nd video viewers. People who are on the email list and target them obviously excluding purchasers, target them with these posts so they could see the products that they might be interested in buying. So that's the first three stages, exactly as it happens. Organically. We are doing this same thing with EDS and now the final fourth stage, right? Many times, people that see the ed aren't gonna buy, they're gonna see that products that are not gonna buy, but we want to give them an opportunity to buy even if they leave and don't finish buying. So stage four would be what is called the dynamic product ed. And these are incredibly powerful and super easy to build. All you do is create a product catalog for Shopify and woo commerce. There's a plug in that's usually free, you download the plug in, you create the catalog and now you're able to run dynamic product ads which will simply be an index of all your products that anyone that visited your product pages could be re targeted with ads. So what I've just done is I built an ads funnel that matches exactly to my organic funnel because I know this is how normal people buy from me. And now I can build a funnel that matches that same experience. This is exactly what you have to do if you're trying to figure out this piece of the puzzle, the how piece of the puzzle, what you have to do is understand how your sales happen organically and build that process into an ads funnel.

Class Materials

Bonus Materials with Purchase

Chapter 2 Exercise.pdf
Chapter 2 Exercise (Example).pdf
Chapter 4 Exercise.pdf
Chapter 4 Exercise (Example).pdf
Chapter 5 Exercise.pdf
Chapter 5 Exercise (Example).pdf
Chapter 6 Exercise.pdf
Chapter 6 Exercise (Example).pdf

Ratings and Reviews


Excellent course! Know quite a bit about FB ads but picked up some really useful tips. Expert teacher. Well structured and clear.

Thanh Nguyen

He is so far the best teacher on Creative Live in terms of Facebook Marketing. I learned many new things on his video and can apply to my own ads to make it better. His ways are very informative, constructive, and consistent. He focuses on the problem and solves it, no beating around the bush and no talking unnecessary self-help lessons. Please bring more teachers like Azriel Ratz to Creativelive.

Naoki Shibuya

Awesome Course I took on creativelive for the first time.

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