[00:01] something different and you're sitting there trying to figure out which one's follow it step by step, you spend a few hundred bucks testing, and then nothing happens. Here's the thing. The platform has changed. What worked 2 years ago
[00:13] this video, I'm going to be walking you through the exact setup that I use after structure, the creative, the metrics let's get into it. All right. So before we build anything, I need to explain
[00:27] there's a reason why people are following tutorials step by step and it's not the settings, it's not the budget, it's that the entire game has changed. Back [music] in 2020 to 2021, Facebook ads were all about targeting
[00:42] precision. So you'd stack interest, you build look alikes, you'd get super specific about who you're reaching. So, for example, if you're selling a pet people that are interested in [music] pets, pet grooming, dog training, pet
[00:56] food, anything that's correlated to pets. That was the game and it worked. [music] And then iOS 14 hit and Apple basically just said you can't track people across apps anymore unless they opt in. And most people obviously are
[01:08] going to say no. So, overnight, Facebook lost all that data that made all the the part that most people miss. Facebook didn't just give up, they rebuilt the entire algorithm. So instead of tracking people across platforms, the algorithm
[01:21] now learns from what happens when people see your ad. So who engages, who clicks, who converts. That's the data Facebook's using now. Actual behavior on your ads. So when you run an ad and someone buys, Facebook finds people who behave like
[01:34] that person. And this is why interest targeting doesn't really work as well or at least like it used to. Because when you tell Facebook only show this to dog owners, you're limiting it to interest data. That's not really reliable
[01:46] targeting just performs better because you're giving the algorithm a lot more room to learn from real sales instead of just outdated guesses really. Now here's setup got way simpler. You don't need complex audience stacks or 50 different
[02:01] creative has to actually connect because if your ad doesn't hook the right people and drive conversions, Facebook really has nothing to learn from. And that's when you get high CPMs, low spend, no sales. So, simple structure, solid
[02:15] All right, so let's actually get your account set up. And I know this part if you skip steps here, you're going to have problems later that are way harder to fix. So, the first thing that we're going to be doing is creating a business
[02:29] like the briefcase of our entire operations, and it's going to hold all of our assets, and we're going to be able to advertise from this uh business manager. So you can literally just type in create Facebook business manager and
[02:42] click meta for business, formerly Facebook for business, which is really business.fas.com. So once you've logged into your personal Facebook account, portfolio. You can just name it like your store name. So your business
[02:55] portfolio name doesn't matter too much. So whatever helps you identify it best, and then of course your name, your last name, and then your business email. So the first thing that we want to do is create a Facebook page. So, we'll go to
[03:08] to go to add. You're then going to just going to be, you know, the name of your brand. You could put any category. a bio. You don't have to put either, but you could add this later. Just like
[03:22] grant access to our business portfolio to ensure that our business portfolio has access to our Facebook page. And then we press create page. All right. So, our page has been successfully created. Next thing that we want to do
[03:35] is create an ad account. And the ad account itself is going to be the hub where we perform all of our campaigns. So, we're going to press add on the top right. Create a new ad account. And then again, you can name this whatever you'd
[03:47] like. Andy's shop ad account one or whatever helps you best identify this ad account. From there, next. And then we do need to ensure that our business portfolio again has access to this ad account. And we'll create the ad
[04:01] account. All right, that ad account has been created. Add in your payment info. Then we'll press done. So under your ad account, you need to ensure that you have access to this. So we'll go ahead and press assign people. We'll select
[04:13] yourself and then from there, manage ad account. So just press full control, assign. And this will allow you to then have access to this ad account. This is really important and you do not want to forget to do this. Now we'll go back to
[04:25] the pages and do the same thing. We'll select our page, assign people, select the desired users, full control, assign. Now, the last thing that we need to do is go under data sources and we're going to create our pixel. So, the way that
[04:39] go to data sources right here, data sets and pixels. And then on the top right, just need to pause for a second to explain the importance of this pixel. You can think of it as like the brain of your website. So, without this, Facebook
[04:53] has no idea if your ads are working. So, every single interaction that you get on your website is going to be tracked as long as we have this pixel properly Shopify. I'm going to show you how to do that in a second. But first, we have to
[05:07] create it. So, you can just name it whatever you like. Andy shop pixel. And we're just going to press create. And then you want to assign this to the ad account that you just created right here. We'll go next. And then we are
[05:20] pretty much good to go. Let's just ensure that someone has access to this. So we'll go ahead and assign people. Select yourself conversion API system admin and then full control assign. Right. So we've set up everything on the
[05:32] back end for Facebook. Now all we have to do is connect this to our existing pretty simple. You just go to your Shopify store and then from there go to Facebook and Instagram app. We're going to install. Now we're just going to
[05:46] connect our shop right here. So we're going to go next, connect account. And this is just going to prompt us to log into Facebook. So, we'll confirm our then for the business assets, you're going to want to select the Facebook
[05:59] page that we just created. Connect. And then for data sharing, you want to set this to maximum version API. We'll save. And then here, you want to select that pixel that you went ahead and created as well. So, we'll connect it. And then a
[06:11] business details email right here. Contact info. We'll save that. We'll agree. And then we'll submit this for review. And this should really just take a few minutes. But now we've pretty much done everything to ensure that Facebook
[06:23] can now track any interaction that is on our website. So what you can do to go to the extra extent, you can go to Google and then type in Facebook pixel helper extension and then you just have to add
[06:38] to your own website and then pull up the Metapixel helper and just start interacting with the page. So you can add to cart, click on certain buttons, and you'll notice that uh these actions should start to trigger and fire. All
[06:50] right. So everything is now connected. We can go in and build the campaign. So what to click, but more importantly, why way because if you understand the logic,
[07:02] product that you guys want to sell or advertise to. So first things first, manager. So if we toggle to the left, we click ads manager. So we'll hit campaigns and this is where all of our campaigns are going to exist for the ad
[07:17] So the first thing that we're going to do is press this green little create button. And then we have different options for campaign objectives. Now for consumer space. We want sales. We want conversion. We want people to buy. We
[07:31] don't want traffic. We don't want leads. We'll go into continue. And here you can going to help you best identify, you know, what you're selling. So you could put your product test, but we'll just do 001. And then we could just say three
[07:45] our budget. We're going to be using campaign budget optimization, aka CBO, versus the adset budget AB. Now, here's why we're using CBO instead of And the reason being, when we use CBO, Facebook sees all of your adsets and
[08:00] decides which one is performing best. then it's automatically going to shift more money into what is already working or the creative or the ad that is know you have three different ads that are running. One's getting a cost per
[08:13] purchase of $15, another is $25 and then the last one $40. So without you having automatically going to put more of the money or more of your daily budget into that $15 cost per purchase ad creative. So you're not, you know, sitting there
[08:27] having to manually distribute the budget yourself. and the algorithm just does it faster and better than you ever could. Now, if we decide to change our budget strategy to an adset budget, what's going to happen is we're going to have
[08:39] the option to then set our budget on the ad level. So, let's just say, for example, we have three different adsets and we set them all at $20. They're going to spend exactly $20 at the end of the day, regardless if, you know, one's
[08:52] doing better or worse. So, I would rather just have the CBO do all the thinking for me and just move the money around in the profitable areas without campaign. So, if we're going to do CBO, you got to do at minimum $50, $50 to
[09:06] $100. We'll just set it at 50. Now, remember, you can always turn this off. It's not going to spend $50 forever. So, after that, we'll just go in next. And whatever is going to help you best
[09:18] identify this ad set. So I generally like to do the countries that I'm targeting. So we can just change this up later based on what we are going to target. So here conversion location we want to change this from message
[09:31] destination to website. And then from there you know we're going to ensure here. This is really important. You want to check the number and double check that it's the correct pixel ID. And then for the conversion event we want to
[09:44] really important. Now, the reason why it's gray right here and not green is hasn't been any data or, you know, website activity that has triggered on set up the pixel. So, we'll just click purchase. If it says this, do not worry
[10:01] about the warning. And then all this is good. We don't got to touch it. We'll don't really have to worry. You could set it to like 12:00 a.m., but it really doesn't matter unless you want it to spend on a certain day at a certain
[10:14] time, or if you wanted to give it a full start at the beginning. Now, here, decide who you're going to be targeting to, who you're going to broadcast the ad sell a product that is geared to a specified region, you're going to ensure
[10:28] To keep it basic, I'm just going to do the United States and Canada. So, we'll do Canada. Make sure to press country and region. If you want to do the UK, if Zealand, you can add in those countries. We not want to do all English speaking.
[10:42] around with later. Just, you know, you're going to have to do research based on your product. Now, the next thing, suggest an audience. So, this is custom audiences. You guys don't have to worry about that right now because it's
[10:54] hypothetically create an audience to then exclude past purchases, but most of any purchases right now, so doesn't really matter. But once you start making sales, you're likely going to want to ensure that you're excluding your past
[11:09] purchases so that you know people that already purchase aren't seeing your ads again. So we don't want the frequency to go above a one ideally. So I like to I was first starting, I was like, "Okay, I'm going to hyperarget my audience and
[11:23] only target, you know, 18 to 35 and males because that's what I thought." Just keep it entirely broad. Detailed targeting. If you were selling a pet product, you're going to type in, you know, dog grooming, for example. And
[11:35] to select, right? This seems like the the trivial way to go about this, makes sense. If I'm selling a pet related product, I'm going to go ahead pets. But this actually will work against us. So, we're just going to keep
[11:49] everything here open. Really easy. So, all you really have to do is set up who to. And then everything else we're going to keep pretty much open along with the open. Now that we know exactly who we're targeting, we can go ahead and insert
[12:03] that as the adset name for our own reference. And you could just do something like this. 18 plus women and men, right, for example. Or you could just do something like direct open because we weren't doing any targeting.
[12:15] we're almost there. The campaign and the adset level are built. Now, we just need to upload the actual creatives on the ad level. But really quick before we do that I showed you, get the setup completely perfect, and still lose money
[12:29] because that is the easy part. You literally just watch me go through even like 75% of this in what, 5 minutes. Now, where most people struggle is everything after that. So, the optimization, reading the data
[12:41] campaign versus when to scale it, and then testing creatives that actually convert. That is where the experience matters. And that's where we can help have to figure this out by yourself and make a bunch of expensive mistakes
[12:54] looking at your actual account with you, telling you what's working, what to Now, if this sounds like this would be useful to you, you can apply below and we'll see if you're a good fit because we are currently doing screenings for
[13:07] new entries right now. Now, this is the ad level. So, this is where we're going to insert our creatives and this is what our audience is going to see. So, the first thing that you want to make sure to do, we can just name this ad 001. And
[13:19] then I generally like to put the first couple words of my text or my headline and we can set this up later or the primary text rather just so I can have some distinction between the ads and also number them. So we'll select our
[13:32] Facebook page that we created earlier which was Andy shop. You can connect something that you definitely want to do. And then from here we'll have a manual upload a single image or a video. And then I'm going to add that in right
[13:46] now. And then for the ad setup, we're going to do create ad, manual upload, single image or video. And then you could do a carousel if you want, but we're doing a video for this example. Destination, we're going to do website.
[13:58] your product page of your website. Make sure that it's your product page or, you you know, selling a variety of products, 95% of the time, you're going to put page, copy and paste it in here. This is an example andshop.com. And then this is
[14:14] where we're going to insert our ad creative. So setup created video ad. Next. All right. So here we're going to upload our first video creative. I'm going to insert my example right here and open it. Hit next. And so this right
[14:28] here, the primary text is going to be what's displayed to our audience under the video itself. The headline is going to be right above the text. And then the that. And then here we want to we could just pre-seelelect shop now. generally
[14:41] always want to make that clear to the audience. Now, before we just throw in headline, and description, I want to show you guys how to write really good copy with very minimal effort. And you don't really need to guess because there
[14:54] spending thousands, hundreds of thousands of dollars on what is see what they're running using the Facebook ad library. Right. So, once we sure to leave a link for you guys to easily access this below as well. We hit
[15:09] all ads and then we're going to insert a competitor brand that is running ads. So, a good reference that you have for your product specifically. So, in my right here. Going to go to their Facebook page and we're looking for copy
[15:22] So, this might not be the best example, running for, you know, a decent amount of time. And what we're looking at is the structure of how they go about setting up their This is the primary
[15:35] text right here. And then this is the headline should go right here. And then this is the bio right below it. So this one's been running for about 2 weeks. So you know if a company's running this ad for over 2 weeks, 3 weeks, 4 weeks plus,
[15:47] for them because no one's going to run ads for a long period of time to work. So we want to get an idea of what their winning ad copies are. Now here is where AI is going to make our lives really easy cuz we're not just going to copy
[16:01] would be plagiarism. We're going to go into Claude. Well, I like Claude. You guys could use Chad GP, whatever you find most useful. And insert this prompt Facebook ads for. You're going to insert your product. Here are three competitor
[16:14] screenshot them. You could, you know, upload the text. My target customer is blank, right? Three variations of Facebook ad copy following the same structure as these winning ads. So, what I'm going to first do is give it some
[16:27] competitor brand. You could, you know, copy the product page of what you're selling or your main competitor or you can give it, you know, the URL. Insert it like this. And then even, you know, copy the name. Probably don't want to
[16:41] insert their brand name like that. Brief description. For the description, just going to make this bit easier for me by just screenshotting. Target customer. Let's give it a bunch of info about this product so it can figure out the ICP for
[16:56] me. Ideal customer profile. We're going to go back into here and just going to take the ones that have been running longest. So, should be these three. So, it's going to pick up the general structure and then that is going to be
[17:09] text, headline, and description just so it doesn't mess up. All right. So, now we have three different variations that use the format and the structure from the main competitor. So, you could probably see the resemblance from these
[17:21] different competitors that, you know, have been running the same product or very similar product just so you have a bit more uh variation. For the sake of this example, I'm just going to go with this without entirely proofreading it.
[17:34] But of course, you're going to want to proofread and ensure that this makes you just look at it, getting back to the baseline, it starts at the cellular the product. So going to take this primary text right here. Then go here,
[17:48] insert the primary text. And then headline support your cellular energy. It's going to be the headline. And then back to baseline. Or you could put like now, something [snorts] like that. Something with urgency. And then of
[18:03] course shop now. So now we're going to take the variation two and then we're going to insert it as another text option. This will be a split test. And then again you could do this as headline option two. Bam. Description. And then
[18:17] we got the last one right here. Same thing. Add a text option. Play around with emojis, but again, try and figure out what format is working best for your competition. Do not need to reinvent the wheel. Just base it off of what is
[18:29] currently working in your space. And just like that, now we have three different primary text options so that Facebook can figure out which one works best along with headlines and description. So, we'll go next. Go done.
[18:41] Let me adjust this back to shop now. All right. So this is the preview of what it looks like with, you know, the primary text, the headline, and the description. This is what your audience is going to see. So this is the first one. We're
[18:53] going to name this. Now I'm going to just pull the first primary text just This is just what I like to do. You don't have to do it. And then everything The next thing that we need to do is press this three little dot icon. We're
[19:07] to make two copies. And we're going to insert the rest of our creative. So, all I got to do is go to the top. Make sure to remove copy. And then I can name this 02. We'll go to the middle of the page. We'll edit media. And then we're going
[19:21] to change video. And go next. And we're going to upload the next video. Next. Same thing. All good to go. Done. That one's good. And then we're going to go to our third again. Move this. Name this 03. Go to change media video. Next.
[19:37] Insert the last variation. Next. Next. Done. All right. And that's pretty much it. So overview, we have our one campaign that's budgeted at $50. The adset is going to be US and Canada targeting 18 plus entirely open as well
[19:52] as advantage plus placements. And then we have our three different ad creatives. So our three different videos along with the three primary text options right here that we created with AI, three different headline options and
[20:05] three description options all under shop now. So you just have to press review and publish and then it should take you know anywhere from couple hours to a day it gets approved then it's going to start spending and then you guys can
[20:20] Now another thing I'm going to leave a notion guide in the description with this exact prompt plus a few more variations that you guys can test along with all the resources that we're going over today. It'll be free. Uh you guys
[20:33] So your campaign is live. Now, here's where most people completely freeze. They open up their ads manager and they see like 40 different columns of numbers and all this jargon and they have no idea what they should actually be
[20:45] looking for, what really matters. So, before you even look at your data, figure out first and that's your break [music] even point. And this is honestly selling price and you subtract what it costs [music] for you to fulfill the
[20:58] selling something for $40. The cost of goods is $15. Your shipping is $3. So, the margin is $22. That means that you can spend up to $22 to get a customer
[21:10] spending $25 to get a purchase, you're losing money, right? If you're at $18, try and write that number down somewhere. That is what you are is going to be compared to that. Now, when you open up your ads manager, you
[21:25] you're actually looking at the right stuff. Now, to do that, pretty simple. performance. So, we're going to go ahead and customize columns. And we want to insert some really important numbers. So, it's going to be your CPC all right
[21:40] here. We'll add in our CTR. We'll add in our CPM, return on ad spend, results, total or cost per purchase, cost per result that's already there. All right. I've been running and I have it all organized for you guys to see what it
[21:55] each of these one by one. Right. So, your CTR right here. This is your clickthrough rate. Right? So this basically tells you if your hook is working. If people are stopping and clicking when they see your ad. So from
[22:08] your ad to your website. So above 1% you're generally good. You know people you're generally good. You know people are interested. Below 5% after 2 to 3 days of testing your hook is just not landing. So you need to test different
[22:20] creatives. All right. So the next one is your CPC and this is your cost per click. So how much you're paying for each person to click from your ad to your website. So, anything under $2, that's generally pretty good. $2 to $4,
[22:33] that's somewhat normal. And then above like $4, it's just getting too expensive and your creative is not connecting. Your CPM is your cost per,000 impressions. So, this is basically just how much you're paying to broadcast your
[22:46] ad to a,000 people. Now, the normal range is anywhere from $10 to $40. And this one really just fluctuates based on the time of the year or the competition. I honestly wouldn't worry about this one too too much because you know majority
[22:59] of it is out of your control. Now your cost per purchase, your cost per results this is the one you're going to be comparing your break even number. We just went ahead and calculated a little bit ago. So right here is one of my
[23:13] I'd read this. So you can see this is the campaign level, the adset level, and then the ad level. We're currently at the ad level with all the ads uh visible at this one right here, this ad has spent $2,373.
[23:28] spent $2,373. It has a cost per result of $21.19. And then it has results. So, website purchases 112 website purchases. So, my break even on this product is $28. So, I'm under that clearly, right, by about
[23:43] right? I want to keep this one running. All right. So, this ad right here has All right. So, this ad right here has spent $57 at a cost per result of $17. So, it's way under, right? This is clearly a winner or not entirely a
[23:56] but it's got, you know, 29 purchases. So, I wouldn't completely declare it a money for me to determine that. But right now, it's at a 2.17 return on ad I'm spending on Facebook, I'm getting 2.17 back. So, this is pretty good. All
[24:12] here. It's only spent $36. It's got one purchase. So, the cost per result is going to be that same amount, $36. Right? Now, the thing with this one is only spent $36 with one purchase. And for this one, I would give it an
[24:25] additional like $75 to $100 for me to determine if this is going to be a if I can, you know, let it continue to run. So, that's pretty much how you read your cost per purchase is under your break even and you spent $150 plus, you
[24:41] are making money. So, you want to, you know, generally let it run. Now, if it's way over your break even and you spent, you know, above $200, you want to kill creative. And then if it hasn't spent $100 to $150 yet, don't even touch it.
[24:54] know, the two right here. They need a lot more time for us to fully determine if, you know, we should keep these running. So, this is the decision framework. Now, if you guys find an ad that is profitable, don't just scale the
[25:07] if this is at like a 2.17, don't just like bump the budget from $50 to $300, it'll start to mess with the learning. Try and do slower increases. You want to give the algorithm time to adjust. Honestly, I like to do around 25% every
[25:23] 2 to 3 days. If it continues to hold. So, after that 2 3 day mark, increase it So, after that 2 3 day mark, increase it 25%, from 50 to 62.5 and it's holding, and then, you know, continue to go from there. So, to recap, calculate your
[25:36] break even first. Set up your columns, give the ads anywhere from $150 to $200 cost per purchase to your break even to make that call. And that's pretty much it. That's how you read the data and how you know what to do. The numbers are
[25:50] everything that you need to know about your ads. Now, look, this gets you through launching and those first few days without making really stupid decisions. There's way more to actually scaling this. So, when to increase the
[26:03] week, when to launch new campaigns, new creatives, all the stuff that matters once you know that something's working and you're acquiring a ton of data. But your first campaign live and to [music]
[26:16] really hope this helped. I will see you guys in the next video. Peace.