GPT SHORTCUT

The process of setting up and running Facebook ads. Here’s a step-by-step

overview:

Step 1. Set Up a Facebook Business Account

● If you haven't already, create a Facebook Business Manager account.

This allows you to manage your ads, pages, and other business assets.

Step 2. Create a Facebook Page

● You need a Facebook Page to run ads. If you don't have one, create a
page for your business or brand.

Step 3. Access Ads Manager

● Navigate to Facebook Ads Manager, where you'll create, manage, and

track your ads.

Step 4. Choose Your Objective

● Facebook offers different ad objectives, such as:

○ Brand Awareness
○ Traffic
○ Engagement
○ App Installs
○ Lead Generation
○ Conversions
○ Choose an objective based on what you want to achieve with your
ad campaign.

Step 5. Define Your Audience

● Set up the target audience for your ad. You can filter by location, age,
gender, interests, and more. Facebook also offers custom audiences,
where you can upload your customer lists or retarget website visitors.

1. Start with Audience Basics

 ● Location: Choose where your audience is located. You can target by country, region,
city, or even a specific radius around a location.
● Age: Select the age range of your audience. Consider the age of your typical
customers or those most likely to engage with your ad.
● Gender: Depending on your product or service, you might want to target a specific
gender or both.

2. Use Detailed Targeting

● Interests: Target people based on their interests, hobbies, and pages they’ve liked
on Facebook. For example, if you’re selling fitness equipment, you might target
people interested in fitness, health, and wellness.
● Behaviors: Facebook allows you to target people based on their behaviors, such as
purchasing habits, device usage, or travel patterns.
● Demographics: You can target based on education level, job title, relationship
status, and more.

3. Create Custom Audiences

● Website Visitors: Retarget people who have visited your website. You can install a
Facebook Pixel on your website to track visitors and serve ads to them later.
● Customer List: Upload a list of your customers (emails, phone numbers) to target
them directly on Facebook.
● Engagement: Target people who have engaged with your content on Facebook or
Instagram, such as those who have watched your videos or liked your posts.

4. Utilize Lookalike Audiences

● Lookalike Audience: Create a Lookalike Audience based on your existing

customers, website visitors, or page followers. Facebook will find people who share
similar characteristics with your existing audience.

5. Narrow or Broaden Your Audience

● Narrow Audience: Use multiple criteria to target a very specific group of people. For
example, you could target "women aged 25-35 who are interested in fitness and
recently made an online purchase."
● Broaden Audience: If your product appeals to a wide audience, keep your targeting
broader. This can help you reach more people and let Facebook optimize who sees
your ads.

6. Exclude Audiences

● Exclude Groups: If there are certain groups you don’t want to target (e.g., people
who already bought your product), you can exclude them from your audience.

7. Test Different Audiences

 ● A/B Testing: Create different ad sets targeting different audiences to see which
performs better. You can compare metrics like click-through rates (CTR),
conversions, and cost per result.

8. Save Your Audience

● Save for Future Use: Once you’ve defined an audience that works well, save it in
Ads Manager so you can easily use it in future campaigns.

Step 6. Set Your Budget and Schedule

● Decide how much you want to spend on your ad campaign and how
long you want it to run. You can set a daily or lifetime budget.

Step 7. Create Your Ad

● Select the ad format (e.g., single image, video, carousel).

● Write compelling ad copy and choose visuals that align with your
objective.
● Make sure to include a clear call-to-action (CTA).

Step 8. Place Your Order

● Review your ad and ensure everything looks good. Once satisfied,

submit your ad for review.

Step 9. Monitor and Optimize

● After your ad is live, monitor its performance in Ads Manager. Look at

metrics like reach, clicks, and conversions.
● Make adjustments if needed to improve performance.

Step 10. Analyze the Results

● At the end of your campaign, analyze the data to understand what

worked and what didn’t. Use this information to improve future
campaigns.
UDEMY COURSE

Steps to Get Started with Facebook Ads:

1. Create a Facebook Ads Account:

○ If you don't have an account, go to [Link], click
"Create Account," and log in with your Facebook or Instagram profile.
○ For setup guidance, Google "how to set up a Facebook ads account" or
find a step-by-step video on YouTube.
2. Navigating the Ads Manager Dashboard:
○ Bookmark the Ads Manager Dashboard: Access it easily by
bookmarking the page after logging in.
○ Understand the Structure:
■ Campaigns: The top-level structure organizing your ad sets.
■ Ad Sets: Within each campaign, you can have multiple ad sets.
This is where you define settings like audience, budget, and
placements.
■ Ads: The actual content your audience will see. These are
housed within ad sets.
3. Customize Your Dashboard for Better Monitoring:
○ Columns to Display:
■ Ad Set Name: Identify each ad set.
■ Daily Budget: Track how much is allocated daily.
■ Amount Spent: Monitor how much has been spent so far.
■ Schedule: Know how long the ads have been running.
■ Reach: See how many unique people have seen your ads.
■ Impressions: Track how many times your ad has been shown.
■ Frequency: Check how many times, on average, someone has
seen your ads.
 ■ CPM (Cost Per Mille): Measure the cost per thousand
impressions.

● Customize the Dashboard: Adjust the columns to display the key metrics
mentioned above to better monitor your campaign performance.

Here's an actionable summary of this section of the course:

Key Metrics for Your Dashboard:

1. Core Advertising Metrics:

- CPM (Cost Per Mille): Understand how much your ads are costing per thousand
impressions.
- Clicks: Track the number of clicks your ads generate.
- Cost Per Click (CPC): Monitor how much each click is costing you.
- Click-Through Rate (CTR): Measure the percentage of people who click on your ad
after seeing it.

2. Action-Specific Metrics:
- Depending on your advertising goals (e.g., engagement, conversions), add metrics
such as:
- Add to Cart & Cost Per Add to Cart
- Checkout & Cost Per Checkout
- Purchase & Cost Per Purchase
- Order Metrics Sequentially: Arrange these metrics in the order of your audience's
actions (e.g., Add to Cart → Checkout → Purchase) to quickly identify where the
drop-offs occur and how much each action costs.

3. Setting Up Your Dashboard:

- Customize your columns with the metrics above, apply the changes, save the
layout, and name your dashboard for easy reference.

Guidance for Campaign Creation:

1. Campaign Level Overview:

 - Buying Type: Keep it set to Auction for maximum flexibility.
- Campaign Objectives:
- Awareness: Use to show ads to the maximum number of people (not
recommended for most goals).
- Traffic: Directs people to your website, landing page, or app, or opens
communication channels like Messenger or WhatsApp.
- Engagement: Boosts interactions such as likes, comments, shares, video views,
and followers.
- Leads: Collects user information directly through a form within
Facebook/Instagram (best for on-platform lead generation).
- App Promotion: Targets users likely to install and use your app.
- Sales: Optimizes for sales activities like viewing a sales page, adding to cart,
initiating checkout, or completing a purchase (recommended for e-commerce).

Next Steps:

1. Organize Your Dashboard: Set up your dashboard with the recommended metrics
to easily monitor and optimize your campaigns.

2. Choose the Right Campaign Objective:

- If your goal is to drive sales, use the Sales objective, not Traffic.
- For lead generation within Facebook, use the Leads objective.
- Match your objective with your specific advertising goals to ensure Facebook
optimizes for the right actions.

By organizing your dashboard effectively and selecting the appropriate campaign

objectives, you’ll be better equipped to track performance and optimize your
campaigns for success.

Simplified Approach to Campaign Objectives:

- Objective Selection:
- Choose the objective that aligns with your desired outcome.
- All objectives follow a similar setup process (audience, placements, budgets, ad
visuals, captions).
- The Sales objective is covered in detail due to its complexity, making other
objectives easier to understand once you master it.

Manual Mode vs. Automatic Mode:

- Manual Mode:
- Provides more features and control over your campaign.
- Recommended for those who want to fully manage and optimize their campaigns.

- Automatic Mode:
- Simplified and quicker, suitable for beginners or those with limited time.
- Facebook optimizes most settings, but you lose some control.

Campaign Level Settings:

- Special Ad Categories:
- Relevant for ads related to credit, employment, housing, or political/social issues.

- Catalog Ads:
- Option available only for the Sales objective.
- Typically used by those selling directly on Facebook or Instagram.

- Campaign Spending Limit:

- Optional setting to cap your campaign's spending.
- Not recommended as it could stop successful ads from running.

- A/B Testing (Split Testing):

- Allows testing of different variables (e.g., audiences, creatives).
- Not essential for most advertisers, especially smaller businesses.
- Facebook’s algorithm already optimizes ad performance without this.

- Advantage Campaign Budget (formerly CBO):

- Distributes the budget across ad sets, focusing more on the best-performing ones.
- Provides less control compared to setting budgets at the ad set level (ABO).
- Useful for simplifying campaign management but may limit strategic control over
different ad sets.

Ad Set Level Settings:

- Naming Conventions:
- Important to clearly name ad sets based on their purpose, audience, and content.
- Helps in easily identifying and managing multiple ad sets.

- Conversion Location:
- Typically set to "Website" for most advertisers, as this is where traffic is directed.
Next Steps:

- Proceed to Ad Set Level:

- Start by naming your ad set and selecting the conversion location.
- Future videos will cover more in-depth settings like budget, audience, and
placements.

This segment emphasizes the importance of control and strategy when setting up
Facebook campaigns, advocating for manual configuration to maximize success.

Key Takeaways:

1. Campaign Objectives and Pixel Setup:

- Different campaign objectives offer various performance goal options. For sales
ads, Facebook's default selections are usually the most aligned with maximizing
conversions.
- The Facebook pixel is crucial for tracking website data, especially for running
sales ads. It's recommended to set it up even if you're not currently running sales
ads, as it will collect valuable data for future campaigns.
- The setup process for the pixel varies by website platform, with some platforms
like Shopify offering automated setups, while others may require manual code
installation.

2. Conversion Events and Optimization:

- A conversion event is a specific action a user takes on your website (e.g., adding
to cart, purchasing). Facebook uses these events to optimize ads by finding more
users likely to perform these actions.
- When starting, choose a conversion event that occurs frequently (like viewing a
product page) rather than something rare (like making a purchase), especially if you
don't have many sales yet.
- Facebook requires around 50 conversions per week to optimize ads effectively.
Starting with more common conversion events can help achieve this number.

3. Cost Per Result Goal:

- Setting a cost per result goal can limit Facebook's ability to show ads effectively,
especially if the cost cap is too restrictive. It's usually better to let Facebook optimize
for the maximum number of results within your budget.
- Experienced advertisers with significant data may use a cost goal, but for most,
especially new advertisers, the default setting is recommended.

4. Additional Settings:
 - Attribution Window: The default setting is seven days after a click or one day after
a view. This means conversions are only counted if they happen within this
timeframe.
- Delivery Type: Standard delivery is recommended, as it optimizes ad delivery over
a 24-hour period based on user activity. Accelerated delivery can lead to higher costs
and fewer results.
- Dynamic Creative: This option allows Facebook to test various combinations of
images, videos, and captions to find the best-performing ads. However, it requires
generic assets and reduces control over ad content, so it's generally not
recommended for those who want more control over their ad strategy.

Recommendations:
- Use Facebook’s Defaults: For most settings, especially when starting out,
Facebook’s default options are well-optimized for general use.
- Avoid Cost Caps Early On: Unless you have substantial data, setting a cost cap can
be counterproductive.
- Be Selective with Dynamic Creative: While useful for simple campaigns, more
impactful ads often require thoughtful, customized content, making manual ad
creation preferable in many cases.

Summary:

The instructor reassures beginners that it's normal to feel overwhelmed when
starting with Facebook ads, emphasizing that with learning and practice, the process
becomes more comfortable, especially when results start coming in. The dynamic
creative option, while powerful, can seem complex initially, but it's part of the
learning curve.

They encourage revisiting the video for clarity and utilizing the course's Q&A section
if any questions arise. The instructor also reassures the audience that the upcoming
sections, such as the ad set level settings (starting with budget and schedule), are
less intensive.

Key Points:
- Learning Curve: Feeling overwhelmed is normal, but confidence grows with practice
and learning.
- Support Available: Use the course's Q&A section for additional help.
- Next Steps: The next video will cover ad set level settings, which will be simpler.

Recommendation:
- Revisit Content: Don't hesitate to rewatch videos or seek answers to ensure
understanding.
Chapter 2

How to set the budget and schedule for Facebook ads

Key Points:

1. Budget Options:
- Daily Budget: Recommended for most ads. Start with $20 per day, with $10 being
the minimum. A lower budget might limit your ad's reach and effectiveness.
- Lifetime Budget: Suitable for time-specific campaigns (e.g., a one-week sale).
However, the instructor prefers a daily budget for flexibility.

2. Budget Estimates:
- Facebook provides estimates on audience reach and results, but these are not
guarantees. Actual performance depends on ad engagement.

3. Schedule Options:
- Daily Budget: Ads start as soon as Facebook approves them.
- Lifetime Budget: You can set a specific start and end date.
- The instructor suggests launching ads in the morning on weekdays (Monday or
Tuesday), although performance doesn't significantly vary by the day of the week.

4. Ad Scheduling:
- With a Lifetime Budget, you can choose specific days and times to run your ads.
- The instructor generally runs ads all day, trusting Facebook’s algorithm to allocate
the budget efficiently throughout the day.

Recommendations:
- Start with a Daily Budget: Use $20 per day if possible, and allow Facebook’s
algorithm to optimize performance.
- Consider the Campaign's Timing: Launch ads when they have the best chance of
performing well, but don’t stress too much over the exact timing.
- Leave Ad Scheduling to Facebook: Unless your campaign has specific timing needs,
let Facebook decide the best times to show your ads.

Next Steps:
- The next section will cover setting up your ad set, focusing on targeting your
audience.
Chapter 3 Facebook Ads Audience Targeting Video:

1. Audience Types:
- Saved Audience: Use previously created audiences.
- Custom Audience: Targets individuals who've interacted with your business before
(e.g., website visitors, page engagements).
- Lookalike Audience: Targets new people similar to your existing customers or
audience members.

2. Audience Size:
- Aim for a flexible audience size between 200,000 and 10 million.
- Facebook’s algorithm optimizes who sees your ad within your defined audience,
so precision isn’t critical.

3. Audience Location:
- Target by country, state, city, town, or even zip code.
- Choose between people living in, recently in, or traveling in a location.
- For most, the default setting (people living in or recently in the location) works
best.

4. Age and Gender:

- Broad age and gender targeting is recommended.
- Facebook optimizes based on which segments perform best.

5. Detailed Targeting:
- Demographics: Education, financial status, life events, etc.
- Interests: Based on hobbies, lifestyle, etc.
- Behaviors: Actions taken by users (e.g., purchase behavior).

6. Multi-Layered Targeting:
- Layer 1 (Broad Keywords): General interests related to your niche.
- Layer 2 (Specific Keywords): More niche-related keywords (e.g., specific types of
yoga for yoga products).
- Layer 3 (Optional): Target big brands, media, or services relevant to your audience.

7. Algorithm Assistance:
- Facebook might extend your ad beyond your defined audience if it predicts better
performance.

8. Exclusions and Language:

 - Exclude certain demographics or interests if necessary.
- Target specific languages if your ad requires it; otherwise, leave it broad.

9. Final Tips:
- Don’t overcomplicate targeting; let Facebook’s algorithm do much of the work.
- Detailed videos on custom and lookalike audiences will follow.

Chapter 4 Creating Custom Audiences in Facebook Ads:

1. What Are Custom Audiences?

- Custom audiences are people who have previously interacted with your business.
This includes visitors to your website, those who engaged with your social media
profiles, or subscribers to your mailing list.
- Custom audiences are used for retargeting, meaning showing ads to people who
are already familiar with your brand, which generally leads to better results than
targeting new, "cold" audiences.

2. Types of Audiences:
- Cold Audience: People who don’t know you yet.
- Warm Audience: People who have interacted with you (e.g., website visitors,
social media engagers).
- Hot Audience: Existing customers who have already purchased from you.

3. Why Use Custom Audiences?

- They increase the likelihood of ad engagement because the audience already
knows, likes, or trusts your brand.
- Custom audiences can lead to better results and higher conversion rates
compared to cold targeting.

4. How to Create Custom Audiences:

- Access: Go to your Facebook Ads dashboard, click on the menu, scroll to
'Audiences,' then click 'Create Audience' and choose 'Custom Audience.'
- Sources: Choose from various sources including:
- Website: People who took specific actions on your website.
 - Customer List: Import names and emails from your mailing list or Excel
spreadsheet.
- App Activity: People who have interacted with your app.
- Offline Activity: People who interacted with your business offline (e.g., phone
calls).
- Meta Sources: People who interacted with your content on Facebook, Instagram,
or other Meta platforms.

5. Example Setup (Website Custom Audience):

- Select Source: Choose 'Website' and click 'Next.'
- Specify Criteria: Decide whether to include people based on any or all criteria.
- Pixel and Events: Choose your pixel (data collector) and specify the actions (e.g.,
add to cart, purchase).
- Refinement Options: Optionally refine by URL, aggregated value, or device type.
- Exclusions: Exclude people who have already purchased if you're targeting cart
abandoners.
- Naming and Creation: Name your audience, add an optional description, and click
'Create Audience.'

6. Additional Tips:
- Automatic Updates: Custom audiences update automatically with new data.
- Size Requirement: Custom audiences need at least 100 people to be created, but
it’s recommended to have at least 1,000 people before running ads to avoid ad
fatigue and high costs.
- Combining Audiences: You can combine multiple custom audiences (e.g., website
visitors, social media engagers) for a larger, warmer audience.

In the next video, the topic will be Lookalike Audiences, which help find new people
similar to your existing customers.

Chapter 5 Creating Lookalike Audiences in Facebook Ads:

1. What Are Lookalike Audiences?

- Lookalike audiences are a powerful tool that allows you to find new people who
resemble your existing customers or other source audiences. By using Facebook's
data, you can target individuals who are similar to those who have already engaged
with your business.

2. How to Create a Lookalike Audience:

- Access: From the Facebook Ads dashboard, click 'Create Audience' and select
'Lookalike Audience.'
 - Source Audience: Choose the custom audience or pixel data you want to use as
the basis for your lookalike audience.
- Location: Select the country where you want to find your lookalike audience. You
can create separate lookalike audiences for different countries.
- Audience Size:
- 1% Lookalike Audience: Facebook finds the top 1% of the country’s population
most similar to your source audience. This group is smaller but highly similar to your
source audience.
- Higher Percentages (2%, 3%, etc.): These audiences are larger but less similar to
your source audience. They are useful if you need a bigger audience.

3. Recommended Approach:
- Start Small: Begin with a 1% lookalike audience for the best results. As your
source audience grows and you gather more data, you can then move to larger
percentages (2%, 3%, etc.) for a broader reach.
- Stay Within Limits: It’s generally recommended to not exceed a 5% lookalike
audience to maintain similarity with your source audience. If you need a larger
audience, consider creating multiple lookalike audiences or using different targeting
strategies.

4. Optimization Tips:
- Exclude Converters: When using a larger lookalike audience, exclude people who
have already taken the desired action (e.g., purchases) to focus on those who haven’t
yet converted.
- Ad Variation: Continually refresh your ad creatives to keep the audience engaged.
This can include different visuals, messaging, and offers.

5. Source Audience Size:

- Minimum Size: Facebook recommends having several thousand people in your
source audience, but starting with at least 1,000 is generally effective.
- Impact of Size: A larger source audience typically leads to better performance
because Facebook’s algorithm has more data to work with.

6. Using Lookalike Audiences Effectively:

- Start with Regular Targeting: Begin with demographic, interest, and
behavior-based targeting. Use lookalike audiences as your source audience grows.
- Combine Audiences: You can run ads targeting different audiences
simultaneously within the same campaign.

7. Summary:
 - Start with a 1% lookalike audience for the best initial results. As your data and
source audience grow, you can expand to larger lookalike audiences. Keep ads
engaging and periodically refresh your audience targeting to maintain effectiveness.

In the next video, the focus will be on ad placements.

Chapter 6 Choosing Ad Placements:

1. Automatic vs. Manual Placements:

- Automatic Placements: Facebook shows your ads across all possible
placements.
- Manual Placements: You choose where your ads appear. This approach is
preferred for better control and results.

2. Recommended Placements:
- Feeds: Both Facebook and Instagram feeds are highly recommended as they
provide the best results for engagement and conversions.
- Avoid:
- Audience Network: Ads here appear on external websites and may be less
effective. They can also suffer from inconsistent display quality.
- Messenger Ads: Smaller and less noticeable; users are generally focused on
conversations rather than ads.
- Stories and Reels: Can offer cheaper reach but may not perform as well for driving
actions like clicks or purchases.

3. Consolidated Ad Sets:
- Combine both Facebook and Instagram feeds in the same ad set. This allows
Facebook's algorithm to optimize ad delivery across both platforms for the best
performance at the lowest cost.

4. Device and Connection Targeting:

- Device Specificity: Only target specific devices (iOS vs. Android) if you have a
specific reason. For example, targeting iPhone users for a product tailored to them.
- Connection Type: Avoid restricting ads to Wi-Fi only, as it can limit your reach
unnecessarily. Mobile data quality is generally sufficient.

5. Additional Options:
- Skippable Ads: Not recommended for now, especially for in-stream ads.
- Brand Safety: Most advertisers can skip detailed brand safety settings unless they
have specific concerns about where their ads appear.
6. Strategy:
- Focus on using Facebook and Instagram feeds initially for the best results. Once
your campaigns are optimized and scaled, consider experimenting with other
placements if you have the resources.

Next Steps:
- Moving on to the ad level where you will create the actual ads that your audience
will see.

Chapter 7 Creating Engaging Image Ads:

1. Ad Setup:
- Name Your Ad: Choose a clear, descriptive name.
- Identity: Select the Facebook page and Instagram account for the ad. Tick the
branded content option if using third-party products or services.

2. Ad Creation:
- Create New or Use Existing Post: You can either create a new ad or use a
high-engagement post from your page or profile.
- Ad Formats:
- Single Image or Video: Common and effective choices.
- Carousel: Multiple scrollable images or videos.
- Collection: Shows a group of products, leading to a fast-loading product page.

3. Image vs. Video Ads:

- Images (70%): Easier and faster to create, grab attention quickly.
- Videos (30%): More engaging and detailed, but require keeping viewers’ attention
longer.

4. Platform Specifics:
- Facebook and Instagram: Use both images and videos effectively.
- TikTok: Focuses on video ads, as users expect video content.

5. Standard Enhancements:
- Text Combination: Facebook can rearrange text across ad elements.
- Media Enhancements: Adjusts brightness, color, and aspect ratio.
- Compositional Changes: Adds or moves ad elements.
 - Recommendation: Keep enhancements off for full control, but they can be useful
if you prefer not to manage every detail.

6. Best Practices for Image Ads:

- Design Specifications:
- Resolution: Use 1080 x 1350 pixels for a longer image that grabs attention, even
though Facebook recommends square (1080 x 1080 pixels).
- Text Overlay: Limit text to less than 20% of the image for better performance,
though this is no longer a strict requirement.
- Clarity: Ensure your ad’s message is immediately clear to capture attention
quickly.
- Pattern Breaker: Create ads that stand out from typical posts and ads by
combining native elements with standout features.
- Brightness and Color: Make images bright and colors vibrant to stand out on
screens, particularly those with low brightness settings.

Chapter 8 Creating Winning Video Ads:

1. Resolution and Duration:

- Resolution: Use 1080 x 1350 pixels for optimal visibility.
- Duration: Aim for under 15 seconds to align with Facebook's recommendation,
though longer videos (up to 2 minutes) can also be effective. TikTok suggests videos
up to 34 seconds for best performance.

2. Engaging Start:
- Movement: Start your video with noticeable movement to capture attention
quickly.
- Hook: Within the first 3 seconds, clearly state what the ad is about to keep viewers
engaged. Potential hooks include:
- Benefit Highlight: E.g., “Here’s why our clothes feel amazing.”
- Special Offer: E.g., “Get 20% off our beauty range, 24 hours only.”
- Scarcity: E.g., “First 100 orders get a free makeup bag.”
- Social Proof: E.g., “Nathan lost 20 lbs in three months.”
- Lead Magnet: E.g., “Struggling to get leads? Join our free webinar.”
- Contrarian Statement: E.g., “Everything you know about meditation is wrong.”

3. Single Message:
- Focus: Keep the ad’s message or call to action focused on one key objective.
Avoid trying to achieve multiple goals with one ad.
4. Varied Scenes:
- Scene Changes: Incorporate different scenes and angles to maintain viewer
interest. Use stock footage if necessary to enhance your video.

5. Human Element:
- Human Touch: Videos featuring people generally perform better. Use human
voices or faces to make the ad more relatable and engaging.

6. Sound-Off Experience:
- Captions: Ensure your video is understandable without sound. Use captions or
text overlays to convey your message effectively for viewers who watch without
audio.

Additional Resources:
- Free Video Ads Library: Check out the TikTok Top Ads Library for inspiration on
high-performing TikTok ads. You can filter by various metrics.
- Facebook Ads Library: Use this to explore and analyze ads by keyword or specific
Facebook pages, including Instagram ads.

Chapter 9 Key points on writing compelling captions for Facebook and Instagram
ads from the video:

Ad Text Components

1. Headline:
- Keep it under 27 characters.
- Aim for a single, attention-grabbing sentence that clearly communicates the ad's
message or offer.

2. Description:
- Facebook recommends a maximum of 27 characters, but ensure it fits well in the
preview.
- Use it to provide additional supporting details, such as urgency or incentives (e.g.,
"Sale ends Friday" or "Free shipping").

3. Primary Text (Caption):

- Ideal length is up to three sentences before it gets truncated.
- The first 1-3 sentences are crucial as they need to grab attention and entice
readers to click "Read More."
Caption Principles and Best Practices

1. Caption Length:
- Short captions work well for simpler, low-cost items.
- Longer captions may be better for more complex or expensive offers.
- Test different lengths to see what performs best with your audience.

2. AIDA Model (Attention, Interest, Desire, Action):

- Attention: Grab their attention right away.
- Interest: Generate interest in your offer.
- Desire: Create a desire for the product/service.
- Action: Include a strong call-to-action.

3. Sell Benefits, Not Just Features:

- Highlight the benefits and value your offer provides rather than just describing it.
- Include multiple benefits to appeal to different segments of your audience.

4. Understand Audience Emotions:

- Connect with your audience’s thoughts, values, goals, and pain points.
- Craft your message to resonate with their emotions and lifestyle.

5. Use Emojis Sparingly:

- Use a minimal number of emojis to avoid a tacky appearance.
- Emojis can help structure longer captions and grab attention but should not
overwhelm the text.

Additional Tips

- Call-to-Action (CTA):
- "Learn More" is a safe and effective CTA.
- Use other CTAs (e.g., "Shop Now," "Sign Up") depending on your ad's goal.

- Ad Variations:
- Create at least three ads per ad set to test different versions.
- Facebook will automatically optimize budget allocation to the best-performing
ads.

- Ad Duplication:
- Duplicate existing ads to create variations, update visuals and captions, and test
their performance.

Chapter 10 Testing, Managing, and Scaling Facebook and Instagram Campaigns

 Testing Ads
1. Objective: Identify which ads perform best with your audience.
2. Approach:
- Start by creating three distinct ads within an ad set. Ensure these ads vary in
visuals and messaging.
- Run the ads for at least three days to gather enough data.
- Evaluate performance based on engagement (likes, shares, clicks) or conversion
actions (add to cart, checkouts).
- If none of the ads perform well, start over with new ads.

3. Benchmark Numbers:
- Click-Through Rate (CTR): Aim for at least 1.5%.
- Add to Cart Rate: Around 10%.
- Checkout Rate: Around 4%.
- Purchase Rate: Around 2%.

4. Optimization:
- Use benchmark numbers as guidelines but focus more on your audience's
behavior.
- Identify where in the conversion funnel potential customers are dropping off (e.g.,
not clicking, not adding to cart, etc.), and improve those areas.

Managing Ads

1. Structure:
- For each ad set, ensure you have three ads that vary significantly.
- If testing multiple ad sets, make sure each has a unique angle or offer.

2. Evaluation:
- After identifying top-performing ads, compare against each other.
- Replace underperforming ads with new ones similar to the top performer.

3. Scaling:
- Budget: Increase the budget of the ad set based on results. For example, if you
need more leads, multiply your budget accordingly.
- Duplication: Duplicate the ad set with a higher budget. Delete the worst
performing ads and replace them with new variations similar to the top performer.

4. Maintenance:
 - Avoid editing running ad sets as it can disrupt optimization. Instead, duplicate and
scale new versions.
- Continuously test new ads even while scaling successful ones.

Scaling

1. Ad Set Duplication:
- Duplicate the successful ad set and increase the budget.
- Replace underperforming ads with new ones similar to the top performer.

2. Budget Management:
- Use testing cost per result to estimate scaling budget.
- Be prepared for fluctuations in costs and adjust budgets accordingly.

3. Conversion Campaigns:
- Aim for at least 50 conversions per week per ad set for scaling purposes.
- Calculate the budget based on the cost per conversion and adjust for fluctuations.

Conclusion
- The approach focuses on testing different ads, identifying winners, and scaling
those ads by duplicating successful ad sets and increasing budgets.
- The goal is to continuously refine and optimize ads for better performance over
time.
- Master these fundamentals before exploring advanced strategies.