Section 5: Overview:

In this section, you're going to learn everything you need to know about the Facebook pixel. And
for those who don't know what the Facebook pixel is right now, don't worry as I'm going to go
into great detail in this section of the course. But essentially, in a nutshell, the Facebook pixel is
what you add onto your website which allows Facebook to track conversions, which could be
things such as someone buying your product or inquiring about your services. So I'll be going
through all of that in this section. We'll also be taking a look at custom audiences, specifically,
website visitors. So here I will show you how you can set up a Facebook ad and only show that
ad to people who have already been on your website. We'll be looking at other custom
audiences, which is what we call the customer or email list. So in this video, I'll be showing you
how you can set up a Facebook ad and make sure that ad is only shown to people who are
already on your customer or your email list. A really, really powerful feature, for sure.

And we'll be looking at another customer list which is based on your Facebook Business Page.
So what you can do here is basically set up Facebook ad campaigns and only show that ad to
people who have engaged with your Facebook Business Page. One last custom audience we're
going to be looking at is lookalike audiences as well. Again, don't worry if you don't know what
any of this is right now, as I'm going to go in great detail in this section of the course. But
essentially, custom audiences is something you definitely want to be used if you want to get the
highest return on investment out of your Facebook ad campaign. And the last thing which we're
going to be covering in this section is how you can create a Business Manager account, which
is going to be very handy for those who wish to set up their own Facebook ads agency. So
without further ado, let's get straight into this section.

Section 5: Everything You Need To Know About The Facebook Pixel:

In this video, I'm going to explain to you what the Facebook Pixel is and how you can add it onto
your website. So let's start off with the basics. What is the Facebook Pixel? Well, the Facebook
Pixel is essentially a piece of code that you place onto your website. Once placed on your
website, it's going to collect data that helps you track conversions from your Facebook ads,
optimize your ads, build targeted audiences, and remarket to people who have already visited
your site. It works by placing and triggering cookies that track users as they interact with your
website and your Facebook ads. There used to be a couple of different kinds of pixels in the
past, we had the Facebook conversion pixel and the Facebook custom audience pixel, but
Facebook got rid of those in 2017, and now we just have one, which is the Facebook Pixel.

So now we know what the pixel is, what are the benefits of the Facebook Pixel? Well, there's
two big ones, really. Number one, it allows you to optimize your campaigns more efficiently. So
let me give you an example of this. Let's imagine you want to generate more purchases or leads
for your business, so you set up and run a traffic campaign on Facebook ads, you generate
some traffic across to your website, and out of that traffic, you actually manage to generate
some leads and purchases. So what you would typically do is go into your Facebook ad
campaign, you would review the data and say yes, it worked, I generated some purchases and
some leads, or no, that was a complete waste of time. Well, what if it was the first, then good, as
your campaign went well. However, you don't actually know why it went well or what type of
people out of all of the traffic that actually took action. You have no idea of identifying who those
people are. To you, it's simply just traffic.

Well, when you set up a pixel, you are able to tell Facebook what's defined as an event, which is
the action you want the user to take, which could be filling in a contact form or a purchase.
Facebook can then take a note of that and measure what people out of all of the traffic are the
ones taking that specific action. And what Facebook will do is automatically optimize your
campaign to show your ads to more of those types of people, aka the ones who are most likely
to take action. This is called optimizing for conversions. In short, Facebook will automatically
improve your campaigns to help you achieve your objectives. If you didn't have the pixel on your
site, then you won't be able to tell Facebook what a lead actually looks like, meaning they won't
be able to optimize a campaign for you. So having a pixel on your site makes your campaign
perform way more efficiently.

Now, when it comes to Facebook ads, most beginners typically do not set this up. This is why
they're going to see so many people out there saying Facebook ads don't work, and it's simply
because they don't have any idea what they're actually doing and then not tracking anything
whatsoever. The second benefit of the Facebook Pixel is that it allows you to retarget with
Facebook ads. You've probably already heard of retargeting and how effective it is. And yes, it's
completely true. And for those who are unaware of what retargeting is, it's essentially the
process of retargeting a visitor who landed on your website. So let's imagine you have a visitor
who lands on your website. They then go ahead and leave your website. You can show a
targeted ad and get them back on your website, and try to get them to take action. Which of
course, not everyone takes action the first time. Some people will click your ad then get
distracted, or it wasn't quite the right time. And in order to be able to retarget these people, you
need to have the Facebook Pixel installed on your site.

So now we know what the pixel is and why it's so important, it's time to move on to the next part,
which is how you can install the pixel onto your website. So to install the pixel onto your website,
what you need to do is go back into your ads manager. Once you are in the ads manager, what
you want to do is go to business tools, which is this icon right up here. That will then give you a
shortcut to the events manager, which is exactly where you create your Facebook Pixel. So let's
go ahead and give this a click and you'll land on a page like this, which has a list of all of your
data sources. Well, at the moment, I have no data sources as I haven't created a pixel on this
account before, but essentially to create a pixel, all you need to do is come to this button right
here, connect a data source, select where you'd like to connect your data to, which of course is
going to be a website for me, then click get started.

I want to go for the Facebook Pixel here on the right hand side, and then go ahead and click
connect. And then the next thing which you want to do is enter in a name for your pixel. So I'll
just go ahead and put it in Josh George SEO pixel, like so, as this is going to be a pixel which I
add onto my website right here, Josh George SEO, set as the name of my pixel. You can also
enter in the URL of your website and then Facebook will let you know exactly how you can
install the pixel on your website. Facebook has partnered with a lot of different platforms, such
as Shopify, Magento, Squarespace, WordPress. So if you are on any of those websites, it's all in
the pixel, I's going to be very straightforward. However, I know my website is obviously on
WordPress, so I'm not actually going to enter that here. However, if you are thinking about
taking on a new client and you are unsure what website platform they are using, this is a really
good box to figure that out.

So once you've inserted your pixel name, go ahead and click continue. And as you can see, we
have two different options, we can manually add the pixel to our website or we can use a
partner integration. So let me show you the options that you have under partner integration by
clicking use a partner button. So like I was saying before, Facebook has partnered up with tons
of other platforms and installing the pixel on any of these platforms is going to be very, very
easy. For example, if you have a site built on Shopify, you literally just click Shopify and then
Facebook will give you instructions of exactly how you can connect to Shopify. The instructions
are very straightforward as well, as I'll show you for this one in particular. They literally give you
everything you need to know step by step. So you go to the Shopify account, install the
Facebook channel to connect Facebook to Shopify, then you just go through all the steps one by
one.

Now, it's exactly the same process for all the other platforms. It doesn't really matter what you
are operating on. Facebook will give you instructions, which are very easy to follow. If you don't
see any of the platforms that your website is built on here, then what you would need to do is
close this and then go back to the manual option, which is installing the code manually on your
website. And what you want to do here is insert the code between the opening and closing tags
on every page of your website. So you'd simply come into here, copy the code. And then you'd
add it just above the tag section right here on your website. Now, as I assume a lot of people
are using WordPress as a platform of choice, I'm going to go ahead and show you exactly how
you can do it for a WordPress website. Now, the process is super straightforward when you use
a plugin, so let me show you exactly how to do that.

You don't actually need any of this whatsoever. All you need to know is your pixel ID number,
which is this part right here under your name. So go ahead and give that a click and then control
C, or command C if you're on a Mac. Then what you want to do is go into your website where
you'd like to add the Facebook Pixel. So of course, I'm in my backend for my WordPress
website for Josh George SEO. Then what you want to do is go to plugins, add new, and then
search for a plugin called Pixel Cat, like so. So this is the one right here. So go ahead and install
that, and then go ahead and click activate. And then what that will do is add an option on your
menu on the left-hand side for Pixel Cat, so just go ahead and give that a click. And then what
you want to do is simply add in your Facebook Pixel ID into the Facebook Pixel ID box, and then
go ahead and click save.

Now, what Pixel Cat is going to do is add the base code across your whole website so you can
figure out how many people have been on your website, when they were on your website, and
then you can also retarget them and all of that amazing stuff. However, if you want to go one
stage further and create a conversion campaign on Facebook, so tell Facebook to optimize for
something such as a lead, then what we need to do is tell Facebook what a lead is. And the way
we do that is by installing some events code. Now, you don't actually have to install any code
yourself when you're using this plugin. All you need to do is create a new event, and you can do
that under the events section right here. So if you'd go ahead and click add new, we can see a
list of all of the events that we are able to configure within the plugin. We can go for a lead, add
to cart, add to wishlist, add to payment, purchase, and so on. So in my instance, I want to go for
lead.

Now, the main trigger for lead is obviously going to be a paid visit. To be fair, there are a few
different other options, but you do need access to the pro version of the tool to be able to use
them. However, a page visit is absolutely fine as a trigger for us. So now what we need to do is
specify a page which is going to be signified as a lead. So typically when you have a website,
you have a contact page, and then when someone fills in your contact form, they would get
redirected to a thank you page. Now, when it comes to you picking a page, it's really, really
important that you want to pick the thank you page and not the page your actual contact form is
on, as if you go ahead and insert your generic contact page URL, then what's going to happen
is that everyone who visits your contact page is going to be marked down as a lead when, of
course, not everyone is actually going to fill in your form. So that is super, super important.

So make sure whatever page you use is a thank you page and one that users only land on once
they complete the action. Now, just for the purpose of this training video, I'll just simply go ahead
and go for any page. I'll go for my blog post right here, for example, how to do link building for a
website, five easy ways. And then what I'm going to do is go ahead and click save. And as you
can see, that has now created a trigger under events. So what I'm going to do is go ahead and
say this again. So now that we've got that set up, we can track anyone who visits our website,
as a pixel is obviously going to be picking them up. And we've also added the lead event code,
so anyone who visits our page which we specify, which in our instance is going to be our link
building blog post, we can also track them as well.

Now, of course, there are some more events you can track as well. It doesn't just have to be a
lead. So you can see if you go under event types, we have more options, such as purchase, we
have to add to cart and so on. However, you're probably less likely to use these with Pixel Cat,
as most of the time, if you have an e-commerce website, then you're going to be using one of
the shopping cart platforms, such as Shopify or Magento, and they will automatically populate
all of that for you when you pop in your Facebook Pixel number, as it's all based around that
standard pixel code. So now we have the pixel added to our website. So what we want to do is
check it and make sure it's all working as it should. So to check if your pixel is on your website
correctly, you can actually download and install this Facebook Pixel Helper. So this is a Google
Chrome extension. So to use this, you will need to be using Google Chrome.

It is free to use, just simply Google Facebook Pixel Helper, Chrome extension. It should be the
top result. And then what you want to do is simply go ahead and install this into your Google
Chrome browser by clicking add to Chrome. And if you aren't seeing your extension at the top,
it's probably going to be hidden behind this icon right here. So what I want to do is pin that to the
top so I can see my new extension. And now what I want to do is simply go over to my website.
And if I go ahead and click this icon right here, and as you can see, it is successfully tracking all
of our page views, as we have the little tick next to the page view. So of course the page view is
going to be tracking across every single page on your website as it is the base code, so now let
me go ahead over to my blog and check if we have the event code successfully configured. So I
added the events code to this blog in particular, how to do link building in five easy ways.

But of course, like I said, you would add the code to your thank you page that people land on
after they fill in one of your forms. So let's open up the page to see if we have our code on it. So
once again, go over to the icon. And on this page, you can now see we have two different codes
firing, we have the standard one for page view, which is going to be on every page on the site,
and we had the new one, which we added for events, to track leads. Now, we can actually be a
little bit more advanced with this and add a value to these leads. So let's imagine you have 10
leads and your data shows you that you close 1 in 10 leads, and the average person spends
£1,000 with your company. Well, what that means, the value of each lead is going to be £100,
as out of 10 people, you receive £1,000. So we can actually update the value so the data is
going to be automatically pulled back into our Facebook ad account and displayed in our
account for us to review.

So a way you can assign a value to your lead is to simply go back into your WordPress
dashboard, you want to go back into Pixel Cat, you want to select your event from the menu,
and then go to show under parameters, should be the bottom option, and simply put in a value
for your lead. So I'll go in and put in 100. And then for currency, I'll put in GBP, Great British
Pound, and go ahead and click save. I'll say this again. I can go back to my website now, I can
go back to that blog post, open up the post, and then once again click the icon from the top, go
to lead, and you now see it has a value of 100. So this data is automatically going to be pulled
into my Facebook account.

And of course you could then go into your Facebook account and review the data, and say,
"Hey, I spent £500 on Facebook ads. We generated 15 leads. Well, based on the numbers I just
run through, that would be £1,500, which is a free X return on investment." Then you could ask
yourself are you happy with that number? Is that on course to what you want to achieve? Would
you like to do better? So in essence, it allows you to really measure how effective your
campaigns are. And like I said, if you're not using WordPress, you're using another platform
such as Shopify or Magento, for example, then the process is even easier than what I just
showed you. So that brings us to the end of this video and I'll see you in the next one.

Section 5: Custom Audiences - Website Visitors:

Once you've added the Facebook pixel to your website, you're going to want to start taking
advantage of it right away. And you can do that by setting up what we call a custom audience.
Now, you can create a custom audience based on all the people who have visited your website.
So if we were to do this, this is what we refer to as remarketing. And a good use of when a
business could use remarketing is let's imagine you own an e-commerce website, you sell
products, and you're finding out that people are adding products to their basket, but they're not
going ahead and completing the actual sales process. So what you could do is then show an ad
in front of these people to get them back onto the website, maybe even show a coupon code
dedicated just for them, and then go ahead and close that sale.

Now, it's very unlikely that you have an email for the people that didn't actually purchase your
item, so you can't really use email marketing here, so remarketing is going to be a really good
option. So when it comes to creating a custom audience, all you need to do is go over to your
Facebook ads account, go into your ads manager, and then go ahead and click the business
tools icon, which is this icon right here, and you should have an option for audiences under
shortcuts. Now, if we don't have an option for audiences right here, what you want to do is
simply scroll down until you see audiences, which is right here, then go ahead and give this a
click. And as you can see, we have a few different options. We have created a custom
audience, a lookalike audience, a saved audience, and a special ad audience.

So the option we want is this one at the top, a custom audience. And once you give it a click,
you will have a few different options in front of you. Now, these options are going to be split
down into two different sources. The top four allow you to create audiences based on your
sources, so your data. And the bottom eight audiences are based on you creating a custom
audience using Facebook sources, so that refers to Instagram, views you get on your videos
that are hosted on Facebook, your Facebook page, the Facebook Marketplace, and so on. So
let's go ahead and go for a website, which is under your sources. Once you give that a click,
you'll have a few different options in front of you that you can configure. So by default, your
parameters are going to be set to all website visitors in the last 30 days.

Now, if you're just getting started with this and you're not really familiar with Facebook custom
audiences and you're not sure how they're going to work, then I would recommend that you
create your website traffic custom audience, as that's what we're creating at the moment, so we
include all website visitors. So just go ahead and literally capture everyone. And then when you
advertise to those people, Facebook is going to work out who within that website traffic custom
audience is most likely to take your desired action, so whoever that's most likely to fill in a form
or buy one of your products. They will automatically work that out for you. This includes things
such as who spent the most time on your website, how long do they visit your website for, when
did they last visit your website, was it the last three days, five days, seven days, and so on?

So to do that, you literally come in here and these are the preset options for that. And, of
course, to actually use a custom audience and show ads to people who have been on your
website you will need to have the Facebook pixel installed on your website first, which if you
don't know how to do, then I highly recommend that you check out my previous video, as it
shows you exactly how to get a pixel installed on your site step-by-step. So the only thing which
you may want to change is going to be the time in the part that you wish for visitors to be
included in your custom audience. So by default, it's set to 30 days as you can see right here.
Now, the maximum amount of time you can insert is 180 days, which is six months. So for most
people, I recommend that you go with 30 days, but of course, if you don't generate a lot of
website traffic, then you most likely want to expand that to capture a wider range of people.

Now, just as a heads up as well, one of the issues that you will run into when you start
advertising to custom audiences is that the audience on Facebook is very small. So it's not
uncommon for you to burn out your audience quite quickly. When this happens, this is what we
refer to as ad fatigue. So where possible, it's best to make your custom audience as large as
possible. But of course, the trade-off is that if someone visited your website, say 180 days ago,
for example, so six months ago, then they may not even remember who you are. So sticking to
the default option of 30 days may be your best option. But of course, this all depends on your
specific business and how much traffic your website typically generates.

Now, the last thing you need to do is simply enter in a name for your audience. So I recommend
that when you pick a name for your audience, make it as descriptive as possible. So in this
example, I am targeting all website visitors in the last 30 days. So the name of my audience is
going to be literally all website traffic, and I'll put 30 days like so, so this is very clear to me that
this is all website traffic in the last 30 days.

Now, of course, we have other options as well. It's not just all website traffic we can target. If you
go to the dropdown menu, you can actually target people based on what pages they visited on
your website. So this can be very handy, indeed. So if I go back to my example of setting this up
for an e-commerce website, who wants to retarget people who have been on a website but
didn't actually buy the products, you can actually go for people who visited specific web pages,
and then under URL, you'd make sure it says contains, and you'd put in a word such as store.
Let me take off my capitals. Like store, like so, and then hit return, and I will enter store.

As typically, when you have an e-commerce website, people will go to your store, which will be
in the URL, then they'll see all of your products. Now, of course, you don't want to be showing
ads to people who have actually bought your products, so what you also want to do is actually
click this option right here, where it says exclude people. And then what you want to do is
exclude people who have also visited a specific URL. And this time the URL should contain the
word checkout. As typically when someone buys one of your products and they go for the
checkout process, it's going to say checkout somewhere in the URL at the top.

Now, other than website, traffic and people who visited a specific URL, we do have other options
as well. We have two more in total. The first one is the amount of time people spend onto your
website. It's actually the third option, sorry. And then below that, you can target people based on
events. So let's go with this one first, visitors by time spent. So what you can actually do is
target the people who are the most engaged on your website. Now, this is broken down into
percentages and we have three different options to select. We have 25%, 10%, and 5%. So if
you'd go ahead and click 5%, what you are doing, you are telling Facebook, only show my ad to
people who are in the top 5% of all website visitors that spend the most amount of time on my
website. So of course, for the lower number you go, the more specific it's going to be. If you go
for 25%, that will be the top 25% of people that spend the most amount of time on your website.

So the last option we have is targeting people based on events. So this will be the events you
actually create yourself. So for example, if you have a lead form on your website and everyone
that fills in that form is going to be marked down as a lead, you would go ahead and simply click
lead. Now, this custom audience would only be applicable to people who are registered as a
lead in my account in the last 30 days. So if that was the case, what I would do is go here and
change that to leads. I'll make this a lower case as well. So once you are finished playing
around with your configuration settings under your custom audience, you can go ahead and
click create an audience. And now, as you can see, this audience is now saved under my
audiences.

So if I wanted to create a Facebook ad campaign and advertise to just this audience, so all the
people that have registered down as a lead in the last 30 days, all you'd have to do is go over to
your Facebook ads manager, and then when you're in that campaign at the ad set level, very
important you do is add the ad set level as remember, that is where you determine who you are
going to target. Under audience, you have an option for custom audiences, simply give that a
click, and then you can see we have our audience right here, leads 30 days, so I would simply
go ahead and select that.

Now, one thing which I want to mention, which is really important and not that many people
actually cover is that when you select your custom audience, you do not want to go ahead and
start adding in more detailed targeting, such as interests, behaviors, what gender, their age, and
location, as what that means is for this ad to show to that person, that person has to be on your
custom audience and they also have to match all of these options down here as well. So when
you do that, you're going to become a super, super niche in who you're targeting and you won't
actually get that much success. So now you know how to set up a custom audience, I highly
recommend that you go out there and set up one for yourself, following the steps which you've
just learnt.

Section 5: How To Create A Business Manager Account:

In this video, I'm going to show you how you can set up a Facebook Business Manager account.
Yes, I know it sounds a bit like a mouthful and it can be a little bit intimidating at first; however, it
is very straightforward to use and I'm going to walk you through the whole process now and I'll
go through it exactly why you'd want to use one. So to cut a long story short, you only really
want to use a business manager if you intend on running your own digital marketing agency and
managing multiple Facebook pages for clients and managing multiple Facebook ad accounts as
well. The whole idea of a business manager is to manage multiple businesses. To give you a
little preview of what it does look like. You can go to business.facebook.com/overview, and you
can see a screenshot of what the business manager actually looks like.
So you can see once you create your account, you can see a list of all of the pages you
manage, and you can see a list of all the ad accounts you manage as well. So if you don't plan
on managing multiple pages and multiple ad accounts, then you probably do not need to sign up
for a business manager. You can simply just go ahead and run your ad account as we have
already been doing. However, there is one exception, which is the main reason why I'm showing
this video now in-between the custom audiences. If you would like to use the customer list,
which is an option you have under custom audiences, then you will need to have a business
manager account. And if you go ahead and try it and click it now, it will literally say add your ad
account to a business. Now, just to briefly explain what a customer list is in the first place,
before I explain why Facebook actually introduced this, well, essentially a customer list is going
to be as it sounds, a list of all of your customers.

So if you operate maybe an e-commerce store or you have your own email list and you want to
use that option as a custom audience, then you will need to have a business manager account.
So now we've got that out of the way, let's go back to the business manager and actually sign
up and create our account. So you want to head over to business.facebook.com. I will include a
link to this in the resource section of the course and once you are on this page, you want to go
ahead and click create account. Now, one other important thing to note as well is that you do
need to be logged into your personal Facebook account first. And as you can see, it says my
name here, Josh, I'm logged into my personal account. So this is why I can go ahead and create
an account. So let's go ahead and click create.

Now we have three different options. The first is going to be your business and account name.
So if you do intend on starting your own digital marketing agency, this is where you'd go in and
enter your digital marketing agency's name. However, for my instance, I'm just going to go for
Josh George like so. My name is also Josh George, nice and convenient. And I'm going to put in
my business email. Now I am actually going to block out my email address as I'm typing it as I
don't really want everyone to have access to my personal email. I already get way too many
emails as it is. So once you put in your business name, your name and your business email, go
ahead and click submit and then you will need to confirm your email just to prove you have
access to that address like most things you do these days.

And once you've gone ahead and confirmed your email, simply click done, and then you should
land on a page which looks like this. So this is what we call the Facebook Business Suite. So
this is basically a new interface which Facebook is testing. They are trying to replace the
Facebook Business Manager with this, but there has been so much feedback that this is really
clunky and difficult to use. So what we want to do is actually go back to the old version and use
the business manager which I showed you earlier on in the video. So to go back to the old
version, all you need to do is go to give feedback right here, and then you have an option to
switch back to the business manager. Now, if you don't have this option to give feedback, then
where it's most likely going to be, it's going to be above settings right here. Sometimes you see
it as an option here on the menu, but if it's not there, it's going to be hidden under feedback.
So let's go ahead and give this a click and go back to the old business manager. And yes, I'm
going to go ahead and just confirm that by clicking switch one more time, and then you may see
a pop-up box like this where Facebook is asking you how can we improve Facebook Business
Suite? So of course you can put in whatever information you like. I'm going to go for ad account
settings and I'm simply going to say add a ad account, and I'm going to put some text saying
"Make it more clear what pages and ad accounts we own in the business". So this is typically
the biggest issue that a lot of people have is that it's very difficult and [clumbersome 00:06:19] to
literally view what pages and ad accounts that you have access to, which is why a lot of people
will switch back to the old version. So that will do for now. I'll go ahead and send that feedback
and you give it a few seconds, it will automatically load the Facebook Business Manager.

So this is the Facebook Business Manager. So as you can see, it's a lot more straightforward
and easier to use. We have two options. We have ad account performance and we have pages.
So what we want to do is simply add our ad account to our business manager and also add our
Facebook page to this business account manager too. So let's start off with the first one, which
is our ad account. So simply go to business settings. If you give that a click, it will open up our
business settings. We have the option to select the ad account which we manage. So let's go
and click add. We now have three options by default, we can add an account we manage. We
can request access to a new ad account, or we can create a new ad account from scratch. So
the option which we want to go for is going to be a top one. Add a ad account that we manage.

However, it is very good to note that the second option, request access to an ad account, is
going to be the option you're going to want to use if you plan on running Facebook ads for a
client. Because how it works is you would simply request access to the ad account and manage
that ad spend. However, I'm going to go in a bit more detail in account access and users
permissions later on in the course, but I thought I'll give you a heads up and let you know in
advance as I know a lot of people have that question and they're not sure exactly what they
should do when it comes to running ads for a client. So moving on, let's go back to the top
option and add our account. So what we need to do now is add in our ad account ID. So to find
your ad account ID, what you want to do is go back to your ads manager, and at the top of your
ads manager, you're going to have your ad account name, which is a name you put in when you
first created your ad account.

Now next to your ad account name, you're going to have this really long number here within
brackets. The number you see here within brackets is going to be your ad account ID. Now, you
can't actually copy it from here. It can be a little bit clumbersome. So what you can actually do is
copy this number from your URL. As you can see from my URL right here, it says campaigns,
then it says ACT, which stands for account. And then it has a long number right here which is
10151880786400826. That is exactly the same number we have here. So you didn't have to
worry about trying to be a bit fiddly, copying it from here. You can actually just copy it straight
from the URL, which is actually a pro tip and not many people actually know about that. So once
you've got that number, you want to go back to your business settings and simply enter in your
ad account ID and click add account ID.
And now we have successfully added our ad account onto our business manager. So if we go
back to our business manager now, you can see we now have a summary of our ad account
performance. So the next thing which you want to add to our business manager is going to be
our Facebook business page. Now we can do this by going into business settings once again,
but this is actually what we already have open here, so business settings. So to add your
Facebook page, all you need to do is go to pages instead of ad accounts, same options as
before, three options, we can add a new page, request access to a page, which once again is
going to be used if you're managing a client's Facebook page, or you can create a new page
from scratch. Let's go ahead and go for the top one, add a page.

Now you want to type in the name of our Facebook page. So that is going to be Josh George, in
my instance, however, you'd obviously search for your business name. I am number one, which
is quite nice to see. So there we go, Josh George. Simply go ahead and click add page. And
now, as you can see, it says as you're already a paid admin on this page, your request has been
approved automatically. So now if you request access to an ad account or a page which you
don't actually have admin status on, then what's going to happen is whoever has admin on that
page or the ad account is going to get a notification saying "This person has requested access
to your property. Do you want to allow it?" They would go ahead and click yes, and then it would
show in your business manager. So now what we've done is we've added our ad account and
our Facebook business page. So if I go back to our business manager and then hit refresh,
you'll see the details populate under the page section.

So in a nutshell, that is essentially how you set up your business manager account. Now, for
those wondering and have more questions such as how do you add users, set roles,
permissions, add people to specific pages and specific ad accounts, then do not fear as I have
you covered. And I am going to go through that in great detail in a separate video later on in the
course. However, the main purpose of this specific video as stated at the start of the video was
to show everyone how they can set up a business manager account as you do actually need to
have one, if you intend on using the next custom audience, which is customer lists, as you do as
you need to have one of these prior. Hence, why I'm showing you how to set this up now. So I
hope that all makes sense and it's crystal clear. And I'll see you in the next video.

Section 5: Custom Audiences - Customer/ Email List:

Next up, I'm going to show you how you can create the next custom audience, which is a
customer list. And as it sounds, a customer list audience is literally a list of all of your customers.
So this is by far the most powerful and most valuable audience you can target when it comes to
running Facebook ads. Why? If you are put in ads in front of people who are already your
customers, then these people already trust your brand and make it way more likely that they will
purchase from you again. Now of course there is one caveat that you do need to give a good
service in the first instance as if a customer isn't happy and they see an ad from you, they
obviously aren't going to click your ad, let alone buy from you.
So to create this audience, all you need to do is go into your ads manager and then go within
the audience option once again, and then what you want to do is go ahead and click create
audience, and then go for custom audience at the top. Now for this option we want to go for the
customer list. Now before I go ahead and click the customer list, I just want to clarify as well,
that when I refer to a customer list, it doesn't just have to be a list of people who have
purchased your products, it could also be anyone who is on your email list. So if you are
working on growing your email list, for example, which of course you should be anyway,
everyone should be growing an email list, then you can also use those people when it comes to
using this option for Facebook targeting.

So this is the option which we want right here, customer list, let's go ahead and give that a click,
then you should get a box pop up, which is a bit familiar to this. Now if you don't get this box pop
up, then what you most likely are seeing is a box like this where it's saying, add your ad account
to a business. Now to use the customer list custom audience targeting option, that's quite a
mouthful to say, then you will actually need to add your account to a business. So what does
this mean? Well, basically what it means is that you need to set up a business manager
account.

And for those wondering what a business manager accounts is, I'm not going to go through it in
too much detail, as you can check out the last video before this one as I show you exactly how
to create one, I go through the pros and the cons of a business manager account as well, but
essentially if you want to use this option for a custom audience, which I highly recommend
everyone should be doing as it's one of the best and most valuable audiences out there you can
advertise to, you are going to need a business manager account. In a nutshell, just give you a
very, very quick overview, a business manager account is basically where you can manage
multiple ad accounts and multiple Facebook pages.

So if I zoom in, this is what it will look like, a business manager account. As you can see you
have the option to add multiple Facebook pages, and you also have the option to add multiple
ad accounts as well. So it's a very good option for those who are looking to run their own
Facebook ads agency as of course, you are going to manage multiple pages and multiple
accounts for all of the clients you choose to work with. So if you don't already have a business
manager account set up, then go back and check out the last video and I'll show you exactly
how you can do that, and then you can come back to this video and follow along.

So the first thing you're going to see when you go ahead and click the customer list is this box
right here. So you may already know the lifetime value of your clients, so if in your customer file
you have a column whereby you have assigned a sales number, so at revenue figure alongside
each customer, then absolutely fantastic, you can go ahead and simply upload that. However,
for most people they won't have that. What most people would actually have on the customers
is going through the customer's name and their email address. So let's skip this part and click
next, and then on the next page we want to go ahead and click no as we don't have any
spreadsheet that has a value of our customers. Let's click next one more time, and now you can
see we're taken to the main page where we can upload a list of our customers.
So let me go ahead and upload my example file, which is on my desktop, this one right here,
example_audience.CSV, which is actually quite important to know, when you do upload a
customer file onto Facebook, it needs to be in a .CSV file format. So let's go ahead and select
that. That will now populate, we need to give our audience a list A name, so let's just imagine
this is a list of all the people on my email marketing lists. I can have email marketing lists like so,
I'll go ahead and click next, and then the next thing which we need to do is simply map our
columns to an identifier.

So basically what that means is on your spreadsheet you're going to have multiple columns, you
might have a column for someone's first name, last name, middle name, maybe can have their
email address column. What you need to do is literally let Facebook know exactly what each
column means. So in my spreadsheet I've got FN, which stands for first name, so Facebook has
correctly identified that as the first name, which is great, which is why it's got a tick right next to
it. I've got another column which is LN, which is the last name, and could sit right there. So that
is going to be the surname, which Facebook has already picked up, which is great once again.
Then I've got an email, which Facebook is identifying as an email address. So nothing to
change whatsoever. However, if you are noticing that some of your columns have been pulled in
incorrectly, maybe for email Facebook has selected someone's first name instead, all we need
to do is click the drop down menu and select whichever field is the correct one based on your
spreadsheet.

So once you've done that, you simply go ahead, click upload and create, and now Facebook is
going to process your file. And as you can see, the customer's information has been
successfully hashed and uploaded. And just like that, we've now finished the process. Now this
list can be extremely, extremely valuable. Now you might be thinking, "Okay, can you give me
some good examples of when I could advertise to these people?" Well, let's imagine that you
sell a product that people buy multiple times, such as maybe t-shirts, or socks, for example. You
might have some data that shows you that people buy new socks every five to six months. So
what you could do is make a note of when people buy your product, and then five months or six
months later, whenever it may be, show an ad to that person to then buy more socks. So it's
about showing ads in front of people who already trust your brand.

No of course it isn't only applicable and valuable to e-commerce businesses, this could also be
used to service based businesses as well. You might have three different packages, or three
different options which you provide to businesses. So if you know you have a business on your
lower tier package, you could then show targeted ads to that business to try and push them on a
higher tier package. There are literally so many possibilities you can use to leverage a customer
list custom audience.

And to really give you some context, and just show you how powerful this could actually be,
especially if you intend on being a digital marketer, what you could do is make a list of everyone
who has subscribed to your ebook, upload that to Facebook as a customer list, and then what
you could do is show them targeted ads to promote your consulting services, or maybe even
any courses you have. Once you have a customer list you can really use that and leverage that
to generate more sales and revenue for your business. So I hope you found that valuable and
you go out there and you create your own custom audiences based on your customers. I'll see
you in the next one.

Section 5: Custom Audiences - Facebook Page:

In this video, you're going to learn how you can create a custom audience based on the people
who have engaged with your Facebook business page. So to create that audience, it's the same
process as before. You want to come down to Audience under Ads Manager, and then go ahead
and click Create A Custom Audience. And then for this option we want to go for Facebook
Page, which comes under Facebook Sources. Let's go ahead and give that a click.

And now we'll be on the page where we can really configure who we want to target with our ads.
So by default, it's going to be set to people who have engaged with your page. Now that could
be anything such as people liking it, sharing it, adding a comment on one of your posts, but we
have a few different options beneath that as well. You can actually create a custom audience
based on people who have visited your page, let alone like or comment. If someone has been
on your page, then they can be added to this custom audience.

Now, this is a really, really big win, because when it comes to people creating their own website,
everyone understands how impactful and how important re-targeting is. But a lot of people don't
want to spend their money investing in maybe Google Ads, SEO, email marketing, whatever
digital marketing topic it may be to generate more traffic to the website. So they can actually get
free traffic, AKA to their Facebook page, and then make a list of all of those people, and then
show a targeted ad to all of that audience. Now that is essentially free traffic which you wouldn't
get anywhere else. This is why I highly recommend that every business out there has a
Facebook page, as there's literally so many ways out there which you can use to leverage your
Facebook data.

Now, showing an ad to anyone who visited your Facebook page may be a little bit broad.
However, if you go for this option, you will create the biggest custom audience in terms of reach.
You can definitely get a little bit more specific with your targeting by going for different options,
such as people who engage with any post or ad, people who clicked on any call to action
buttons. So this is a really big one. If you're posting a lot of stuff on your Facebook page and
you've got call to action buttons, maybe it's about inquiring more or learning more about your
services. You can then show an ad to all of those people. Those people are way more likely to
be interested in what your post was about, in comparison to someone who just visited your page
and didn't click on any buttons whatsoever. So as you can see, you can kind of get sub-levels to
who you are targeting, and really try to add to the people who matter most to your business.

Now of course, the amount of people that are going to click on any call to action buttons on your
page is going to be a lot less than the people who actually visit your page, and also a lot less
than people who engage with any of your posts or ads. So again, do bear that in mind, that the
more specific you get, the smaller your custom audience is going to be, which means the
quicker you are going to burn through that list.

Now we used to have an option to target people based on messages they sent to our page.
However, that is no longer an option to me because I'm based inside of the EU. This has
changed based on security and privacy. However, if you are not based in the EU then it
shouldn't be an issue to you whatsoever. So you can also show ads to people who have sent
you a message to your page, which of course is even more targeted users, as if someone sends
your business a message they must have at least some interest in what your business is
promoting.

Now, there also is another option, which is people who saved your page or any post. I do find
this one to be too specific in terms of how many people you get in your audience list. So
typically I only recommend going for the bottom option. If you are a massive, massive company
who has 1000s and 1000s of likes on your Facebook page, as then it's probably likely that some
people would actually save your post or your page.

So that brings us to the question of which is the best option for me? Now of course, like I said,
it's going to depend on how big your Facebook page is, what your business specializes in, how
many posts you put out. But a rule of thumb is typically this one right here, the second option,
people who engage with any post or ad. This is going through the option that most people want
to opt for.

Now, once you're happy and you've selected your targeting options, you have one more option,
which is the duration of how long you want your list to include. So by default it's set to 365 days,
which is basically one year. So if we go ahead and click Create An Audience Now, then what
we're telling Facebook is to create a list of anyone in the last year who has engaged with any of
my posts or my ads. Now, if your business page doesn't post that often, maybe you post once
every four months for example, then that means over the course of a year you might only have
three posts on your page. So if you're including everyone who's liked your page in the last 365
days, will they even remember who you are or what your business does? So adding that person
to your list might not be the best thing to do.

So once again, what you choose to do with the duration of days comes down to how active you
are on your Facebook page. Are you putting out one post a day, one post a week, one post a
month? Now, as a rule of thumb, I like to go for 90 days, which is three months, as I know 90
days is going to include a decent amount of people. And people aren't really going to forget who
you are in 90 days, unless they have a short term memory, for example. And as long as you
make a good impression, people typically are going to remember who you are within 90 days.
So that'd be my optimal preferences.

So the last thing which you want to do is simply give a name to your audience. So when it
comes to giving a name to your audience, you want to be as descriptive as possible. So I'm
literally targeting people who engage with any of my posts in the last 90 days. So I would simply
call this Engagement, and I would put 90 days like so, so I know that is the duration of how long
people will be included in my custom audience. So once you're happy with your settings, go
ahead and click Create Audience. And we are now done. So you know how to create your own
custom audience based on how people interact with your Facebook page. It's time for you to go
out there and create your own custom audience and leverage this to grow your business.

Section 5: Custom Audiences - Lookalike Audiences:

In this video, you're going to learn what a lookalike audience is, exactly how you can create one
and how you can go out there and leverage a lookalike audience to generate more sales and
revenue for your business.

So, first things first, what is a lookalike audience? A lookalike audience is a segmentation tool
on Facebook useful for finding customers whose interest in demographics are similar to your
existing customers, keywords being similar. So what does this mean in simple terms? This
means that if you tell Facebook what one of your customers looks like, Facebook will go out
there and identify tons of more people who are similar to your original customer. Now it's
important to note that when I say look like it literally has nothing to do with the features and the
way your customer visually looks, it's all to do with data points, such as demographic
information, interests, the way your customers behave online, the pages they like and so on and
so on. So it's absolutely nothing to do with visual appearance, I know a few people get confused
about that, it's quite an interesting name. But essentially you can give Facebook a list of all of
your customers. And then Facebook will analyze all of those customers and find common
similarities between them.

For example, Facebook might identify that all of your customers have a common interest in a
particular offer. So what Facebook would do is go out there and find more people who are
interested in this offer as they could potentially be interested in your product or your services
too.

Now lookalike audiences are literally a marketer's best friend as it makes our lives so much
more easier. It is basically a cheat sheet. Imagine you own a business in your local area, in your
local town, selling ice cream, for example, and then you hire someone to promote your ice
cream trucks to let people in your local city know that you are selling ice cream. So that person
sends 10 people to your ice cream truck, you sell one ice cream in total. So nine people were
not interested in your service. Imagine if you could tell that person promoting your truck, "Hey,
these are the type of people that like ice cream." Then he or she goes out and finds people who
have the same similarities as people who liked your ice cream. So instead of sending you 10
people and one person buys your ice cream, next time he sends you 10 people and maybe five
people buy our ice cream. This is basically what Facebook lookalike audiences are. And that is
really how powerful they are and I mean that by no exaggeration whatsoever.

Now, of course, when it comes to creating lookalike audiences, what matters and what has a
really big impact on how successful your campaign is going to be is the quality of your source.
For example, if you go and upload a list of all of your customers to Facebook and then say,
create a lookalike audience based on this, that's not going to be as good as if you upload a list
of your best customers. So the source quality is very important. So now we know what a
lookalike audience is, it's time to look at how we can create one.

So let's go over to Facebook and once again, I am within the audience settings under ads
manager. So to create a lookalike audience, all you need to do is come down here to create an
audience. Then you want to go for a lookalike audience. And now first thing which you need to
do is determine a source for Facebook to base your lookalike audience on. So you can create a
new source from scratch and go for a custom audience or go for a custom audience with a
customer value. However, as we've been setting up custom audiences in the last few videos, I'm
going to go ahead and go for one of my custom audiences, which in fact we can actually see a
few of them below, I've got this one right here, engagement, so people who have engaged with
my Facebook page in the last 90 days, I've got my email marketing list, which I just created and
I've got my leads for the last 30 days as well.

So let's imagine I want to create a lookalike audience based on the people who have engaged
with my Facebook page in the last 90 days. So you can see at the moment, the size of my
current audience is below 1000, which of course 1000 people isn't actually that many people. If I
was to create a Facebook Ad campaign, targeting all the people who engaged in the last 90
days of my page, I would literally go through all those 1000 people in just a few days. So what
would happen after I go through my list? Well, I'd have to sit back and wait for more people to
visit my page so I can then run ads to those people. Well, that's not ideal and I don't really like
sitting around wasting time. So what we can do instead to grow this size is to create a lookalike
audience of this custom audience. So to do that, we simply go to create an audience, go to a
lookalike audience once again, and this time I'm going to search for that custom audience. So I'll
go to other sources and I go to engagement in the last 90 days, which is the name of this one
right here.

So now what we need to do is select the audience location. So this is going to be the location of
where you want your lookalike audience to be. So I'm based in the United Kingdom, for
example, so what I could do is simply type in the United Kingdom. And now what I'm telling
Facebook to do with this is that I want it to find me a lookalike audience for people that are only
based in the United Kingdom. So the fact that you can target it down by country is really, really
handy, as your business might only want to grow in a particular area. You can enter a city or
even a town, but of course the more niche and smaller the area is the smaller that lookalike
audience is also going to be. So you can see already that based on what I've typed in, I've got
an estimated reach of 550,000 people. Now, that is a lot more than 1000, which is what I had
before.

So hopefully you can see just how impactful and how powerful these lookalike audiences really
are. As can you imagine how long it would take me to get 550,000 people to like and view my
Facebook page, I mean, that will literally take me a long, long time. However, when I leverage a
lookalike audience I can potentially reach 550,000 people who would also engage with my
Facebook page as well. So these are really, really powerful.

Now the last option which we have, which is at the bottom is a slider right here. And what we
can do in this slider is select the percentage of the population, which you would like to target.
Now, by default, it's going to be set to 1%, which is 550,000, but you can very easily slide this up
to target maybe 9% and your potential reach will also go up to 4.9 million, that's almost 5 million
people based on my current custom audience. Now, remember my custom audience is super,
super targeted, this isn't me showing ads to any random people, this is people who have
engaged in my Facebook page in the last 90 days. Now one caveat about increasing the slider
is that the more you increase the percentage, the less similar the audience is going to be. So I
actually recommend that you keep it on 1% and go down here, slide that back down to 1%, and
this way you're going to get the best results possible. And then once you're happy with your
configuration and all of your settings simply go ahead and click create an audience.

It's now been 30 minutes and you can see my audience size has populated. So this is my initial
audience engagement for 90 days, it was below 1000. Now I have my lookalike audience based
on my engagement custom audience and now this audience size is 530,000, so much larger
than my initial audience. So it's going to take me quite a lot of time to go through this audience
size in comparison to the first audience.

Now, the example which I just showed you was based on my engagement audience, which is
based on the last 90 days. So just because I have one audience it doesn't mean I'm done and I
can't create any more lookalike audiences. You can literally create hundreds and hundreds of
lookalike audiences based on different parameters. For example, I could have engagement in
the last 30 days, in the last 365 days, I don't even have to go for engagement, I could go for
page views, page likes and again, it doesn't even have to be tied down to my Facebook page.
Remember, we can create a lookalike audience based on any custom audience. And now if we
go back over to custom audiences, you can see we've got a lot of different options. We can
create lookalike audiences based on website traffic, ad activity, offline activity, videos, lead
forms, you name it Facebook literally has it included.

So I really hope this video gets across just how powerful lookalike audiences are. And now you
know exactly how to go out there and create one, it's over to you for you to go out there and
create your own lookalike audiences that you can leverage for your own business. That's it for
this one and I'll see you in the next one.