Facebook Ads Tutorial - 2024 FREE COURSE for Beginners

So this video is going to go over everything you need to set up, create and then be successful with Facebook ads in 2024. So if that's what you're after, you came to the right place. My name is Matthew Larson. I've built and sold three agencies in the past 12 years. Nowadays I'm running a one on one consulting program called A Thousand X Leads which helps agencies and B2B businesses with lead generation, just like Facebook ads. Over 150 businesses in that program right now doing a combined 215 million per year. And if you're wondering why I'm making these videos and doing consulting, if you know I'm so good at making an agency, it's because I have a non compete clause preventing me from doing that. So I'm going to show you how to set up Facebook ads, but most importantly how to be successful with them. And it took me 12 years to learn all this stuff. Millions of dollars in salaries, ad spend, testing, all that kind of stuff. And hopefully I can save you a lot of pain by just showing you what you need to know so you can avoid all the mistakes that all of us made in the process. So what I'm going to show you is like really for lead gen, it's not for E commerce at all. It's for anybody who sells a service that requires on leads to, you know, sell to someone. So it's going to work in any niche or any country, in any language. And it's fundamentals, it's not some BS ad creative or new trend or trick. Right? So let's get into it. What I'm going to show you in this video, I'm going to show you the setup for Facebook ads. The parts of a winning campaign, how to make an offer, how to make a landing page, your email flows, your conversion mechanisms, your ad creatives, your metrics and KPIs campaigns, math, scaling, optimization examples and important notes. So if you go through there, you're going to realize that there's a lot more that makes a successful Facebook ad campaign than just the Facebook ad itself. That's in truth a very minor part in terms of Legion. So if you're just here for basically troubleshooting purposes and you just want to know how to set it up, you can leave after the first part of the video, but I'm gonna go through them all and this is gonna be better than any course or anything you've ever done, even if you spend a thousand dollars or more. And it's going to show you everything you actually need from someone me who's done it before. So let's get into it. My goal is for you to implement all of this. So don't just watch this. I don't know why you'd be watching it for entertainment purposes. But if you don't do everything in this video, I will know. I'll be able to sense it and I'll be angry. So make sure to take notes in a notebook or a notepad app or whatever. Or you can get some of this in my 12 free trainings in the description as well. So there's four main problems that businesses face. No one knows who they are. They don't get enough leads. All their clients come from referrals and they have nothing to offer unqualified people. And these are not specific to small businesses. They plague businesses of all types, big, small, and everywhere in between. So this video and Facebook ads are going to solve problem number one, which is you need to get more attention. No one knows who you are or not enough people know who you are. And without solving this, like your business is not going to go anywhere. And Facebook ads happen to be one of the best ways to solve this problem. So let's get into the setup and like I said, if you're just here to learn how to set up, you can watch this and then basically be gone. It's no problem. This is going to be everything you actually need to do to set up the Facebook account, like technical wise. So it's going to be quick. I'm going to just tell you the steps if you need to pause the video or if you don't feel like I've sufficiently done each step or in some countries, like the setup is different. If it doesn't look exactly like it does in the video, you might have to consult with some other guides or resources. And I'm not really going to. I'm just going to show you because I want this video to mostly be about how to do this successfully, not to help you troubleshoot the setup. So this also changes semi frequently. As we all know. If we've been using Facebook ads, Facebook changes these interfaces. So people, if you're watching this video years into the future, it probably won't be the same. The first thing we're going to need is a Facebook business manager and we can get one of these on business.facebook.com if you don't have one, I can't make another one as an example for the video because I've made too many business managers in the past on my account. But if you go to this link, this is what you'll see. And you're going to want to log in with Facebook or create an account, depending on if you have one of these or not. The next thing you're going to want to do is make an ad account. So when you're in your business manager, you're going to see something called Ad Account settings. You go there and you'll see ad accounts here. And if you've just done this the first time, there's going to be nothing there. But you click Add, you click Create, and you fill out all the information and you will have an ad account. The next thing you want to do when you click that button is to give your ad account a name and most importantly, choose the time zone and the currency. Because the only thing is this. Like if you were on Pacific time in the United States and your ad account was set to the UK time, you know it's just going to spend all the money based on the UK time. So in some senses it's not optimal because if all of your clients are on Pacific time and spending as if all your clients were on UK time, you know, spending the majority in the middle of the day and going less at night, then it's just not optimal. And then you want to choose your same currency as your credit card pretty much. Or so you don't want to pay exchange rates. You always want to make sure that you're choosing it for my business, unless you actually are doing it for a client as if you're an agency. If it's for yours, my business. If you're an agency, it's for another business or my client. If you choose another business or your client, it just has a bit more verification steps to it. So what you really want to do here is when you get the ad account, you're going to want to assign people from your business manager to have permissions for the ad account, or C won't be able to use it, I guess is the consequence of that. And if you're not able to use it, then we're kind of screwed here. So you always want to add the people to your ad account and then have permissions like this. If you don't see anybody, like you open this screen here and you don't see anybody, you might have to go to. And it's hard to see here, but it's going to be for all these settings here, it's going to be people and you're going to invite people here based on their email address. So if you don't see people here, it's just blank, or you're not seeing the right person that you're trying to add, you might have to do what I said there and go back and go do this. In some cases, when you create the account, it's going to just do that for your account automatically. At least in some cases it's not. So it's just a troubleshooting step. Once you have done all this, your ad account will be successfully created. You want to click here for add payment info. You don't want to add it to the billing and payment section. You can, but then you just have to link it as an extra step when it's easy enough to just do it here. The next thing you want to do is connect your Facebook page and your Instagram account to your ad account. This is not going to happen automatically. So in the same interface in the business settings here, you want to click on payment and then add and then link your Facebook page. And you want to click on Instagram accounts and add and sign into your Instagram account. It's very simple, but has to be done. The next thing we want to do is create a pixel, or a data set as it's now called. So what you want to do here is you want to go to the Events Manager section. So if you go to your business settings, there'll be something called Events Manager. You want to click this green button right here and click on Web. Once you do that, you're gonna give your pixel a name on the next screen and then it's gonna be created. So in this one, I basically just did, you know, a test pixel. So what you wanna do is you wanna click this settings here because there's gonna be five tabs. You wanna go to Settings, you wanna scroll down to where it says turn on automatic Advanced Matching. And you wanna turn all of these on. If they're not on by default and if they're not on, Facebook is not going to have the information to optimize. Because when someone fills out a form on your website that the pixel's on, you know, their email account, their phone number, their name, their gender, their city and state and zip code. Facebook is going to use that information to try to match it to a Facebook profile because it is anonymous. And when they can match it to a Facebook profile, it starts to narrow down who your target audience is and look for more profiles similar to that. You know, when you only have one lead and one optimization, it's not the best. But as you start getting 100 or 1,000 or 10,000 or 100,000 or a million. The algorithm and the targeting becomes very, very accurate. You want to install the code manually by going to Overview here and then clicking like in the Gather website events from browser activities. Set up Metapixel so you can check. You can click Use Partner Integration here if you want to. You can't really see it on the screen, but if you have something like a WordPress or a Shopify or something that has an integration, you can do it that way. Or you can click Install the code manually yourself. So you're going to want to click, in this case, install it manually on itself. And you're going to want to copy it right here, this green button with the arrow. If you click Copy that, it will have your code copied for you. Then you want to go to your website. In this case it is on webflow and you want to copy and paste. It'll already be copied, but you want to paste that code in the site settings where it says custom code. And you got to look for the word head code or the I don't know what these are called, the things head section tag. You want to put it as high as possible in the head tag. Except it's some serious, like specific situations and if you don't know the situations, don't bother. Just put it as high as you can and you're going to see. The last thing that you have to do here is set up the lead event. Because if you don't set up the lead event when they go on your form website and they submit a form and they fill it out, it's not going to track it or it's not going to count unless you set up this event. So you're going to see your pixel here, you're going to want to click Overview here and you're going to want to go to this arrow here and click Manage Integrations. So one thing to note here is at this step, if it just says no activity reported or something of that nature and you know for a fact you did it right, you just might need to wait a few hours for it to kind of start collecting data, the information. So if it's. If it's blank here, if you know it says lead here and page view here, if it just says no data or no activity, and it might just come back four hours later the next day, whatever, and finish this step. So you want to go and click Manage Integrations there and you want to click Manage on your metapixel and you want to click Open Event Setup Tool. Then you want to put in the URL of your specific landing page that you're going to send these ads to. Sometimes in some situations you have to do this for more than one page. And I will show you those situations. So for example, on this, this is a landing page that I'm setting up and this is where you might have to set it up for some situations, but not the others. So when you open the page, this interface looking thing is going to set up. You want to click track new button. Once you do this, any button on your page is going to light up here. So in this one, in this case, my button says yes, give me my 12 free trainings or my 12 trainings. This is the situation where, you know, you click on that button, you go have this open up again. You change the select the event thing to lead and put don't include value there. The situation where you might have to do this more than once is if. Let's say this button on a. Let's say I have five versions of this page. The one here says yes, give me my 12 trainings. And another one says download. Another one says sign up. Another one says get access. And another one says yes, sign me up. That's what the button would say. This the way, this way of doing it and tracking is a pretty accurate way. It's a pretty good way. It's about as good as a way as you can get for lead gen without setting up your conversions API and a lot of specific stuff which are usually unnecessary. But this tracks a submission, this tracks a lead based on the button and it tracks the button based on what the button says. So if you only set this up once for yes, give me my 12 trainings as the text on the button and then they go to your website later and click a button and fill out a form that says give me access. It's not going to count. So every time you have different buttons text, you got to reset this up on different pages. You can kind of negate this by having the same thing on every single page. Like if all of my pages said yes, give me my 12 trainings or all of them said access now you wouldn't have to do this, but if they say different things, you would. So it's something to keep in mind. Next, we want to set up our dashboard. We want to make a custom view for the following metrics in this order. Campaign Delivery CPM CTR all outbound CTR Outbound Clicks Cost per Outbound Click Results Cost per Result Opt in rate, which is a custom metric, and I'll show you that later. Budget and then amount spent. So when you're doing it, it should look exact as I have it here. And that's a worse version. It's better zoomed out. So make it look exactly like this and pause the video if you need to. This is what it should look like. So I've spent 133,000, I think this is this month on these ads. No, it's not this month, this year, in this ad account. But this is what it should look like. So you have your campaign, your delivery costs or CPM ctr all outbound ctr outbound clicks. It's just a nice way to measure what's going on. And you need to make sure you measure all of the best and most important metrics. So if that's all you want from this video, feel free. But this is gonna be like a really, really strong video, and it's gonna show you how to be successful with Facebook ads. Setting it up is one thing. Anyone could do that. But how do we be successful with it? So that's what you're after. And presumably that is what you're after. If you want to do Facebook ads, then you got to watch the rest of the video. But if you're just here for this setup, that's it. So part two is going to be the winning parts of a winning campaign. So we need to differentiate before we do this. Lead Gen versus E Commerce. So what you do for this entire process is going to be different for both. And this is going to be a video that only applies to Legion. So if you're having have an E commerce store or brand like this is, there's no reason to watch the rest of the video unless you're super curious. Just click away because all of this will be irrelevant for E Commerce. There are five main parts that I'm going to go over, and I'm going to go over all of them in great depth. Because success with Facebook ads for Lead Gen is about far more than knowing how to set up a campaign and making a good ad creative. Those are parts of it for sure, but there are many other factors that will determine whether or not you're successful, and many of them have nothing to do with the Facebook ads at all. And that's why I differentiate between Legion and E Commerce here. Because in many ways, with E Commerce, you make a great ad. They click on it, they go to your website and they buy or they don't. Right? That's the End of the process. But that's not the case here. In many cases, when they go to your form on your website, like the one I went over earlier, they sign up for your whatever it is. That's the start of the process. That's not the end. So the five main parts of a successful campaign, I'm going to go over, all of them are your offer, your landing page, your email flows, your conversion mechanisms, and your ads. So the order here is pretty important. And you'll notice the ads are last because we have to set up all of the other stuff before we set up the ads or it will just be backwards. It's kind of like trying to build the top of the skyscraper before the bottom. It just doesn't really work like that. So this is the funnel that we teach in a thousand x leads. This is what a great marketing funnel looks like. And this is the example of how it might work when you're running ads. So they're going to come in through some ads here, they're going to download a lead magnet, they're going to be redirected to your thank you page as well as added to your email flows. And you might try to get them in a community, determine whether they're qualified or unqualified. And if they're qualified, you try to get them on a sales call. There's many different paths here outside the one that's highlighted, but that's just an example for you. And it's important for you to realize what it looks like in reality as opposed to, you know, e commerce paid ad to landing page. They buy or they don't. If you've heard someone talk about a funnel, they're basically talking about the path that they put someone on to when they see the ad to the point they end up being a customer. And it's called a funnel because of the shape. You know, at the top it's very wide. And then each step becomes narrow and narrow and narrower until it, you know, the bottom is the least or the most narrow and the least people are in it. Just like a funnel. If you're pouring, you know, oil in your car, you're topping up your oil or something. That's a metaphor. Or we're going to go with a metaphor. So the top of the funnel is wide, and it signifies the huge number of people who will see your ad, but only a certain amount of people will click on it. So if 10,000 people see your ad, 300 might actually click on it. Of those 300 that hit your landing page, maybe A hundred of them will fill out your form. And of those, a hundred that become leads that fill out the form, maybe 1% of them will become customers. So these are just big round numbers just kind of for illustration purposes. And the only way you're going to find out what your numbers are going to be is by trying it. So, like, this is exactly to put it on the screen instead of me using my arms like that. People see your ads. You know, a smaller percentage click on the ad, a smaller percentage fill out the form, a smaller percentage book a call, and a smaller percentage buy. So you have 10,000 people up here who might have seen your ad, and then one person becomes a client or something like that. So the ads are very, very important. I'm going to go over the ads first here, but these are really the last thing you would create. So here I'm just going to show you everything and where they are in the funnel. So the ads are at the top right here. Paid ads. The paid ads are going to be centered to signing up for a lead magnet or a case study or a training or something like that, with the goal of growing your list for as cheap as possible. So parts of the ads are the creative, the copy, the headline, all of that kind of stuff. The ad creative, the copy, the landing page, and all of that stuff should be centered around and specifically designed to promote the lead magnets. So in many cases, this is why you work backwards. The ads are the last step. So you start at the offer, you build the lead magnet around the offer, you build the email flows, you build the conversion mechanisms, and then you build the ads. So Facebook ads are typically the best for this. Hence, that's the subject of this video. Twitter has lower quality and bad targeting, but it's cheaper. LinkedIn and YouTube are, in my experience, far too expensive to make these specific type of lead magnets work. You can really get a lot of good stuff done on Twitter and LinkedIn if you just want them to, you know, book a call with you. But for this strategy, they don't work as well as Facebook ads. And then TikTok just the target audience. And that kind of stuff's typically not the best. So the lead magnet is right here in the funnel. So if you add to lead magnet and then the next step. So the lead magnet, like a thing of value. You know, we've all downloaded one of these in the past. So the best way to create these lead magnets is to think of your service in terms of subcategories. So if My service was YouTube editing or, you know, helping people become successful on YouTube. Some of these subcategories would be, you know, thumbnails, scripts, titles, ideas, editing, production, like lighting, camera, all that kind of stuff. So your lead magnet should be basically be free amazing courses on a particular subject that are better than the information and courses that people charge money for. And that's the key. And this is nothing to do with your ad itself. It's what you're offering. And that's so important to realize. People can't read your mind. So if your lead magnet is basic and half assumed, they're going to think you are basic and half ass and they'll not hire you. Your lead magnet needs to be so in depth and valuable that people have no choice but to view you as an expert. It would be impossible for them not to. Your lead magnet needs to be too good to fail. It's very important that your lead magnet is also interesting and desirable to your target market, but only interesting and desirable to your target market. So, for example, if I had a CRO service, which stands for conversion Rate Optimization, which is trying to help brands, e commerce stores improve their conversion rate or optimize their conversion rate, a CRO checklist would be pretty good here, right? Because beginners are not even going to know what CRO means or stands for. Dropshippers go from one product to the next. They're not going to spend time doing Croatia. People outside E commerce definitely don't know what CRO is in general, and they're not going to be interested. But people who are in E commerce, and they do over a million dollars per year, will know what this is and will be interested in it. So that's a perfect example of what is interesting and desirable to your target audience. The people you're trying to reach, but only desirable to them and not desirable to people not in that audience. If you compare this to running something like free Facebook ad templates, beginners will want these. Dropshippers will want these. People who haven't even started a store will want these. People who aren't even in E commerce might download these too. The problem with this is because go back to what I said before when we were setting up our Pixel or data set, whatever you want to call it, if you're getting a bunch of people who download your stuff, but they're not in your target audience, like your Pixel data, you know, Facebook's gonna say, wow, this person signed up. I'm gonna find more people. Like, this is basically how it works. And if that's the case, and they're basically using the wrong people as examples of who to target. Your data is gonna optimize over time when your ads are gonna show to people who aren't in your target market and who are not gonna buy from you. And that's a big problem. So this is a very important step for success with Facebook ads. The next is the landing page. So in general, we don't want to ask for more than the email form here. And the reason for that is we want it to be as low friction as possible. Because if we start adding a ton of form fields like name, phone number, city, you know, website, all that kind of stuff, it becomes higher friction. And it's a good rule of thumb that every form field you add will increase your cost per lead, which is how much you have to pay in ads to get one person to sign up by 50% or more. So if you add four form fields in addition to the email field, like you have name, email, phone, website, revenue, you're going to get a much higher cost per lead than you will otherwise, as if you just did emails. So you'll be able to get their name and more information later as part of the conversion mechanisms anyways, which I'll teach you. So it's not a huge issue here as it might seem. The next are the email flows, and they're right here in the funnel. You're going to want to have two different types of email flows. An email flow for the first 30 minutes after they sign up and the email for the first 30 days. So like minute 61 to day 30. In the first 60 minutes, you want to send them a minimum of four emails, but as many as you need. So you need to deliver the lead magnet or whatever they sign up for, but then you really want to communicate what you offer to them so that they understand and remember. Might be, you know, some people might be resistant to the idea of sending them four emails in 60 minutes, but them getting annoyed and unsubscribing is far worse than them not remembering you or knowing what you do. Trust me, I've been at this a long time and it's never not the case after that. In the first 30 days, you're going to want to send them one email per day. Each email will overcome or address a common objection or FAQ that has to do with your service. So, you know, will this work for me? Who else has this worked for? Will you respect my company policies or guidelines like that kind of stuff? And you can be pretty creative. It doesn't have to be like super dry if you don't want it to be. You can use stories, logic, sales, copy, examples, all of that kind of stuff. The conversion mechanisms are the next part and they're down here. There's a bunch of different possible ones. So you have paid products, you have webinars, VSLs, live workshops, newsletters, communities, appointment setters, content and unique mechanisms. So for specifically for ads here we're going to choose between one of the four paid products, webinar, VSL live workshops or groups. So whichever one makes the most sense for you is what you should do. And the conversion mechanism fulfills two purposes. The first is it allows you to enrich your data. And what I mean by that is, you know, you only ask for email on the original page. But to access your conversion mechanism they need to give you more stuff now so you get more information. You didn't get it at end the start because you wanted to reduce the friction, but you can get it after. So things like name, phone number, URL, all that kind of stuff. And then number two, it helps you determine who is qualified and who's not. If you ask for revenue and website to access this, that will help you. And if they download your paid product or watch your webinar or attend your live workshop or join your group and get an idea like this is for me, they're going to self qualify and book a call on their own. The next part is going to be the offer in lead gen. We need their contact information to sell them something. That's why we have the forms on the page, because that's how we generate leads. Then our email flows start sending to them and then they join our conversion mechanisms and then they book a call or they don't. Right? So this is not e commerce because no one is just going to click a stripe link and buy Facebook ad Management for $5,000 per month. It doesn't work like that, right? So our main goal is to get their contact information. So no contact information, no ability to contact makes sense. At a minimum we want to get our their email address. But that is only a start. You know, what if I just have, you know, matthew123mail.com as my email address. Like that doesn't tell you anything about what I do, if I'm qualified or not, etc. It's a good start, but we need more. We need to offer them something in exchange for their contact information. It's very, very important because if we don't offer them something like they have no reason to give it to us. It would just think about it though. It would be super strange if someone just contacted us and said they want to give us their name and email and phone number. Like that's just kind of like stalker stuff. And it goes both ways. Why would they give it to us if we don't give them something and why would they give it to us if we didn't? Right. It's just weird. This doesn't happen in the real world. And if you don't have something to give them in exchange for their contact information, you're basically relying on them to book a call or that's it. We need to give them a re reason or incentive and it's a fair exchange and that's the basis of lead generation. So we need to have lead magnets for a thousand X leads. For our marketing we have 12 different ones. We have newsletters, training content, lead magnets, cold email, prospecting, partnerships, conversion mechanisms, standards and culture, productivity, paid ad funnels and offers. Those are our examples. If I used to sell landing pages. So let's brainstorm the subcategories for this stuff because like I said before in that YouTube example, best way to think of the lead magnets is to make a bunch of different categories and make kind of master classes around them. So I used to sell landing pages. My subcategories were site speed. The above the fold section offers headline hero, image analytics, testing, copyright and design. So I made lead magnets for all of these things and basically told them everything they needed to know about that particular thing. These were not basic or half assed. These were extremely in depth and from the point of view of the person reading it, in my target market, my knowledge and skills were in depth. You want to start with the mindset that you're going to put in 10 times the amount of effort that you normally should. By doing so, you're going to get ten or a thousand times the results. 10x the effort for a thousand x the result. Very. It's a good mental thing to keep telling yourself you want these lead magnets to be so good that they intimidate people to working with you. So the thing here is like a lot of people are going to say if I give them all the answers, they're just going to take it and do it themselves. And that's just not true. None of the people who could potentially hire you actually want to do it themselves. They are busy, they're fulfilling their own service, they're doing X, Y and Z. They just want to know that you know how to do it and if you can convince them that with your lead magnet and other stuff, they'll hire you. If you don't, they won't. So don't hold anything back. Here are some good rules when making your lead magnet. Once you like as you're doing so, or once you think it's completed, like run it through the following three checks. Value Even if your lead magnet is free, would you honestly pay $50 for it? And ask people, ask your friends. Hopefully you have some friends that will tell you the truth. If not, it's not good enough. Number two is actionable. Is there an exact step by step plan that can implement that they can implement within 24 hours of downloading the other lead magnet and get their first quick. If they can do this, they'll start to see results and they'll start to believe you more and more and trust you more and more and that makes it more likely they will buy from you. And then Is it readable? Is there one image and idea per slide and that is for maximum readability. You see a lot of these with huge walls of text that it might be good, it might not. But no one will ever know because no one's going to read it. You'll notice that my presentation here that I'm going on the screen follows this rule. Is there one image and one slide idea per slide? Yes. If an image needs to be there, one is there, but it's not like I'm having lead magnets. We need to exchange it and our main goal is to get it all in one slide, single slide per idea. And you need to follow that rule. It's very, very important. Part three is the landing page and we need to make sure that pixel from earlier is on this page. So if you didn't do that, you need to do that and this is what will, you know, track the data, track who's going into your lead magnets and who's not and optimizing it to look for more people with similar qualities, interests to the people who have signed up. This is the basis of when they say the Facebook algorithm and how it optimizes. This is basically what's happening. We need to make sure that lead event is set up from earlier. So if that's not, then go back and do that. We need to have simplicity on the opt in page. We don't need fancy graphics or designs or videos or to just make the page excessively long. We need to get to the point. The main leverage point will be your offer. Like the thing that's going to make it perform well or bad is the topic that your lead magnet is about. And to some degree the rest is kind of irrelevant or at least not as important. So the main metric we want to track is opt in rate, which is basically form submissions or leads divided by total clicks times 100 to get a percentage. So if 100 people went to our opt in page and 50 of those hundred signed up, that would be a 50% opt in rate. We want to our opt in rate to be at least 70% and maybe at least 70% is not the right because that's like a very ideal situation. We want to aim for 70% and if we don't have less than that, we have work to do and we can improve the page. 70% for a good lead magnet ad is absolutely achievable. And don't let anyone tell you not maybe they should just think bigger. And it's very achievable. The desirability of our lead magnet is going to be the main thing that determines success or failure with our Facebook ads. So this is because having a desirable lead magnet compounds at every step of the funnel. You're going to get a higher click through rate, which means a lower cost per click. And then you're going to get a higher opt in rate, which means, you know, a better cost per lead. And the opposite is also true. So some things, even if they're all good, even if every lead magnet is good, some of them are just going to be more inherently desirable or sexy or flashy than others. And there's a fine line between testing and optimizing your ads and your messaging versus deciding your lead magnet is just not that desirable and trying a new one completely. For example, like, what would be a good example? I don't know what a good example would be off the top of my head to compare this. But think of it this way. They don't know how good your lead magnet is or isn't until after they signed up for it. How good it actually is has absolutely no bearing on how good your ads are gonna perform. So your lead magnet might be great, but something that is sexier or flashier or more trendy or just perceived to be better. You know, you might have two great lead magnets and one ad might perform five times as well as the other. And that's just a reality of the situation. Next part is the headline and the headline is gonna be 80% of the effectiveness of your opt in page. So you know David Ogilvie, which used to be Is like one of the most famous advertisers ever used to say that once you've written your headline, you've spent 80 cents of your advertising dollar. And that's absolutely correct. You don't want to get too fancy with your headlines. You want to match them to the message in your ads. So if your ad says, you know free Facebook ad templates, you would want to have that with your landing page headline too. They clicked on the ad, they're obviously interested in that. So keep it consistent. Why would you change it? And another one from David Ogilvie is sometimes the best copy to sell a horse is horse for sale. You don't need to make it super complicated. It's better to make it minimalist. In my view and my experience in this part, the form should be email only for ads and it could be more for content. But you want to keep it, like we said, low friction for your ads because we want to keep the cost per lead as low as possible. Another good way if you really want to go over the top, is to include bonuses in on your landing page because this can increase the perceived value. You know, if they think they're getting a lead magnet, but now they're getting a lead magnet and five free bonuses, that's even better, right? It's important that they are related to the actual lead magnet, though. You wouldn't want to just make them completely unrelated. That wouldn't make much sense or help because that wouldn't be desirable. The Next part, part 4 is about email flows and we the first email we need in our email flow and this is a very good hack that I'm showing you here. When they sign up for the form, they should be added to our email flows and they should automatically get an email delivering whatever lead magnet they're promised in this email. We want them to do three things. We want them to reply to the email and if they do that, it'll be great indication for your. You know all the email platforms that you send great emails. It'll be good for deliverability, which means a greater percentage of your emails will land in people's inbox. Instead of spam, you want them to click a link. Same reasons here. And if it's in their junk, you want to move it to their main one. So this first email should have as few words as possible and should prompt them to reply. So they were going to click anyways because they're expecting to click to get their lead magnet. But we also want to prompt them and bait them to replying. So you see here I have reply required as a subject line and then please reply yes if you've received it. So I know I went, so I know it went through. And this is super valuable for just overall list health and to ensure a lot of your emails land in the inbox when they normally would have landed in spam. It's just a great thing to do. We want to have three emails explaining our offer within 60 minutes, preferably within 20 minutes, but if you're too scared to do that, you can do it within 60 minutes. I'm going to repeat it because it's very, very important. It is way worse for them to not remember you or know what you do than it is for them to be annoyed and unsubscribe. So think of these things. Three emails is number one, what problem your offer solves. Number two, why they need to solve them, but a step further, why they need to solve them now. And then three, how you solve them. Then you want to do one email per day for 30 days. So here's one for a thousand X leads, which is our coaching program. You know, why couldn't you just do it yourself based on all the free YouTube videos? Well, you could. It would just take you years to piece it all together instead of just hiring us to do it and help you in four months. So you'd write a list like we see over here, all the different objections or questions and you write one email focusing on one of these things. So that is really what you would do for your 60 minute flow and then your 30 day email flow, which I referenced earlier in the video. The next one is conversion mechanisms. So we're going to choose our most important conversion mechanism here. So we kind of narrowed it down earlier to our paid products, our webinars, our VSLs, our live workshops or our groups. So if I had to choose, I strongly prefer a group because you can really get in there and develop real relationships with people. But on the same time, the group takes the most work and manual labor of all of the other conversion mechanisms. And if you're not prepared to or willing to put in this work, then it's not the worst one you could choose because you know you have to put if your group is dead, it's not good if you put in the work best one, if not worst one. So you're going to have to decide what's best for you. And in most cases it will be obvious. So here's where it really gets into it. So I'm not going to go back to the Opt in page. So hopefully you remember the opt in page and what it looks like. It's that email form. You know they've signed up for that. Once they sign up for the form, you can choose in your email platform to redirect them to a different page, which is usually referred to as your thank you page. On your thank you page, you want to promote your conversion mechanism. You think you can think of this as not only your thank you page, but as the signup page for your preferred conversion mechanism. A good rule of thumb to shoot for is that 30% of people who are going to sign up for your lead magnet will join your conversion mechanism. Not all of them will because you know, joining a group, for example, is not their intention or purpose or what was promoted in the ad, so they're not expecting it. But 30% of people is a good thing to shoot for. So you can also include this in your email flows too. So this is a group thank you page and sign up page. For our business, this is so important because we can enrich our data. So I always recommend if you're in B2B business in Legion, their name, their email, their phone number, their revenue, their URL, because you should know what industry they're in. You know, you should know what country they're in because you can ask or you can use that when you set up the campaign, but this should give you more than enough information to determine whether they're qualified or not. And this the conversion mechanism. Signup pages are great because you can enrich your data. So remember, I only got the email before, so but to join my group, they have to put in their email again to kind of confirm it. What is your phone number? So I can now text them and call them. And what is your monthly revenue? So I know whether or not they're qualified. And when they create their account, their name and their company are usually going to show up. So in this case, you don't need to ask it. Very, very good. Right now you have all the information you need. So you had the best of both worlds, low friction as possible on your lead magnet page, but now you're still getting and enriching your data through your conversion mechanism. Best of both worlds. Now your ad creatives, we don't want to run our Facebook ads with all. Without all of this set up because it's not going to work. And that's what a lot of people probably don't tell you in their Facebook ads tutorial videos, whether they just, you know, probably don't know it themselves. If you're missing even one of these things, it's not going to work because the funnel is going to be incomplete. It's like a train track. If you have every piece of rail except one piece of rail, it's going to fall apart and the train is going to go off the tracks. Same thing. Very important. I don't, hopefully I don't sound extremely dramatic or talking way too slowly here, but it is very important. Now we're going to get into the ad creative and this is 43 minutes into the video. So that should give you an idea that this is not a super important part. It is an important part, but it's not enough on its own is a better way to put it. So something I believe very, very strongly in is the ad makes the audience. You don't need any targeting. You can just use broad interest. You don't need any tricks. Your ad should call out and only be appealing to your target audience. So when you do this right, there's going to be simply no reason for someone who's not in your target audience to click on your ad. So over time, because people in your target audience are clicking on your ad, the algorithm will learn and it's going to find more and more people similar from scratch. This will take maybe a few months and a few thousand leads, but after that, and as you get over time and get tons and tons of leads, becomes very, very targeted. There's three different formats that I think are great for beginners or just great for testing. And these are the note app ads. That's a tongue twister and a half. The sticky note ads and the video with text overlay ads. And these are obviously not the only ads that will work, but they're very good for beginners because you can make a ton of ads in a short amount of time without any designer. So here's an example of this and these really stand out great. On the feed, you can just go to your iPhone and go to open the Notes app and just do this and screenshot it and upload it to your computer. Next is the sticky note. Easy enough to hold up a sticky note, write something on it and then kind of edit in a background and just pretend this is a video because videos won't play in the dock. But this is an 8 second video with some stock image. Or you could make footage yourself and you just have a hook at the top and you know the offer, the call to action at the bottom. Those are very, very strong types of ads for beginners and for experts. Like in many ways, for lead magnets, these are all you need. I want to go back to the idea that the ad makes the audience when you're writing the copy. For example, like here, the ad makes the audience because the first line is want to scale your agency. It makes the audience because why would someone who doesn't have an agency click on this ad? Like that's what I really mean by it. You want to make your headline, make your copy, make your ad. So that it just wouldn't make sense for anyone who doesn't have an agency in this case to click on the ads. That's exactly what I mean. To clarify, I didn't make a slide on that, but that's what's important. Part seven is the metrics and the KPIs. So we have this dashboard set up from earlier. Hopefully we do. That's what it should look like if you need a reminder. So when we're talking about our landing page metrics, we're really talking about opt in rate. So we want to get to 70%. If we're only asking for the email, anything under 50% is unacceptable. So if it's over 50 you want to optimize it. If it's under 50 you probably want to use a different lead magnet or do something completely different. And the goal is 70%. It's never going to be 100%. Just math and just doesn't work that way. But we want to get to 70%. I'm gonna. Don't shortchange yourself or don't develop self limiting beliefs where that's not possible. It absolutely is possible. It's just a function of having a desirable lead magnet, an ad that matches the landing page and all that kind of stuff. So you can measure this either in your email software because you can go your conversion rate from your form, which is the same thing we're talking about here, or you can make a custom metric in Facebook Ad Manager. Both of those are going to be pretty close. But not 100% accurate because if someone does this multiple times, you know, it's not really fair because you know, if someone does this, clicks on an ad and fills out 10 times, not that they would, but if they did, that counts as, you know, 100% conversion rate for 10 times, it's just going to skew it but. Or if they, you know, come back to the same page ten times and only download it once, that's going to skew it the other way. So it's never going to be a hundred percent accurate. Whichever way you do it, but over enough time, large enough sample size, it's going to be close. When we're talking about the email subscribers, there's two things we can do to basically make these ads perform better. We can either get a lower cost per click, which means a higher click through rate, or we can get a higher opt in rate. And everything else is pretty much out of our control. We cannot control our CPMs directly and we're trusting the algorithm to do the targeting. So we need to focus on either making ads that are more clickable or desirable or improving our landing page. And that's the two things that we can do about it. So our metrics that we're going to track are basically what is our opt in rate and how low is our cost per click. It's very simple. That is all you need to know. As let's say a beginner, when you're getting to the highest levels, you know, there are more nuance and stuff. But for 99% of the people watching this video, if you just tracked these and made it as simple as getting a lower cost per click and a higher opt in rate, your ads are going to perform better for the 1% of people who are going to go in the comments, you know, we gotta add that caveat. Part eight is the campaign. So this is where we set it up. So here's exactly what we're gonna want to do step by step. So let's buckle in here. We want to click this green button when we're in our ad account with the arrow right here. Then when this pops up after we've clicked the green button, we wanna choose the campaign objective of leads. We can either use campaign budget optimization or ad set optimization. Either is fine, but when you're first starting out and not spending much, it's really going to make little to no difference. So if you're not starting out, you're going to know the difference between these anyways. So it's kind of irrelevant now. When we've created the campaign and we've chosen all of that stuff, we've chosen the leads, we've chosen the ad set budget or campaign budget. We need to set up our ad set. So the ad set, it's going to show like campaign ad set. And the ad set is the middle one here. It's very important that we change this because when you do leads, it's going to be set on instant forms by default. And we don't want that. We want it to be a website in performance goal. We want to Maximize the number of conversions pixel, choose whichever one you named it and conversion event put lead. Very important. Next, we want to. And it's not a big deal, but we want to schedule it unless we need it to be on right now. We want to make sure our ad set is scheduled to start at midnight because that's when our budget goes. If we're spending $100 per day, for example, it's going to space that out over the course of the day. But if we start the ad campaign at 9pm it's going to rush to spend $100 in those three hours between 9pm and midnight. So unless for some reason you need it right now, just schedule it at midnight and you can save yourself a little bit of performance. We want to use location, age and gender. If that's important to us. It might, we might have to. It might show here that we have to switch to the original audience options. So if, if you, if it shows that for you, you have to click this part. So it might matter, it might not. But you know, if we only want to Target Men Age 25 to 65 in the United States, we can do that. If it doesn't matter, then we just might leave these blank. You know, 18 to 65, men and women and whatever countries we want. So this is something that you want to do if it matters, it might not matter. But you know, if you have a woman's hair salon, you're going to be targeting, you know, women, aged, whatever, to whatever in your city or it's just not going to make any sense. Right? We wouldn't want to just. So that's what I mean by this. I don't use targeting or interests because it makes your ads worse. So a lot of people still do this. Definitely don't recommend it. So here's an example. If the interest was Ford trucks, 33% of people in the Ford trucks audience would love Ford trucks, 33% would hate Ford trucks, but would be tagged and as part of the audience because they keep talking shit about ford trucks. And 33% might have clicked on a meme or something with the Ford truck or just be mistagged and indifferent to it. So you don't do yourself any favors. In my opinion, by using targeting, the algorithm will learn and optimize and find the right people on itself. There's a reason Facebook is a almost 2 trillion dollar company because, because their algorithm works. Keep it broad targeting and let the algorithm do it for you. The only things you should be doing are location, age and gender, not Interests. Now it's time to make the ad almost or set up the ad rather. Now you see the top one is campaigns. The middle one is ad sets. Now the bottom one is the ad we want to create or we want to choose the correct Facebook page and Instagram account so it delivers from the one we want to deliver from. Next, we want to make sure it says manual upload and put single image or video, unless for a reason you want to use a carousel. But 99% of the time, single image or video, make sure this is unchecked. If it's checked for ad creative, there's a few different parts. The media is where we add the photo or video, which is the ad creative. Primary text is the ad copy. The headline is the headline. But it should be noted that the headline is not going to show up on a lot of Instagram placements and a lot of Facebook placements too. So don't really rely on it. I guess you could say if your headline is too long it will get cut off and or not show up at all. And the description is mostly pointless. The call to action is what the button will say. Just choose the one that makes the most sense for you. It does not really matter in my opinion. Now we do the media. We want to upload the media button. So we will need to make sure that when we upload it it's cropped properly. We want to do double check this because sometimes Facebook will arbitrarily crop it really bad. For example, I uploaded a notepad ad that's square one to one and look how it cropped it automatically for stories and for the right column, you know, it turned it to a 9, 16 and can you read that? No, you can't. So you would want to click original so it's the original size. If you're uploading a video ad, you're going to want to do the same thing, but you're going to want to show. You're going to want to see what the thumbnail looks like. So you want to. After this is after you uploaded the video, you want to click on edit media and then edit video and then go to thumbnail so it'll show you. It'll automatically do a thumbnail, but you can upload a custom one if you want to or just choose one that looks better. It's very important. Now we got to go to the primary text, the ad copy. So the thing you want to do, like want to remember here is if your ad copy is gonna be too long, it's gonna get cut off. It's gonna say, you know, might get cut off right here and say see more or read more. So you want to get whatever message you're trying to get across, you know as in little words as possible. And the number one thing you want to do is call out your target audience here. This is good for you know, only ensuring your target audience clicks on it. And it's also good for the algorithm. You know if you have agency in here a lot in your description, your headline, your primary text that's going to help the algorithm know you're targeting agencies. The headline is going to show on most Facebook placements but it's not going to show on almost anything on Instagram. So keep that in mind. You wouldn't want to rely on your headline. The description does not matter at all but and I rarely have one but if I do I usually just stuff it with keywords to try to help the algorithm. The destination is the landing page that we set up, the one we built earlier, the one with the pixel on it. That's what you want to do. Put in here website and display link. You want to have browser add ons as none for tracking. You can put a UTM with varials if you want to. It's just in your CRM or in your email marketing it will just show you which person came from which ad. Optional. Very important that we call out the audience in the copy like I said earlier. So doing this do this for the reason that your audience will know it's for them but it will also help the algorithm know who you are targeting. Want to scale your agency? Go to go back to those checks. Why would someone who doesn't have an agency download or click on this? They wouldn't. Right? Very important Facebook algorithm. Oh, this person must be targeting agencies. So then upload your ad creative and make sure it's the same thing. You want to have your ad your target thing in your ad creative as well. Next is the math. So the funnel could look something like this. The most important metrics are you going to need to have from our ad is our cost per subscriber and we want to make note that we're using the word so subscriber instead of lead. It's not accurate to say that anybody who joined your who downloaded your lead magnet and put their email in is a lead because 99% of them are not going to be qualified and at this stage we don't know who is and who isn't. That's why we have our email flows and Our conversion mechanisms to help us enrich our data. So for this, in terms of how much it costs you to get one person to download your lead magnet, we want to aim for $1 youUSD but we'll settle for $2. So $1 is the goal, but $2 or better we can live with and we can optimize. If it's something like $8, we just got to try something completely different because it's just too much. So we're shooting for 70% opt in rate and $1 cost per lead. So if we want to get that, if we're getting that 70% opt in rate, we're going to need a 70 cent cost per click because if you multiply 0.7 and divide it by 0.7 again, which is $0.70 divided by a 70% opt in rate, that's $1. So those are the metrics we're trying to go for. 70% opt in rate or better and 70 cents cost per click or better. The next metric you would track is your activation rate from the person who downloaded your lead magnet to the person who joined your group or signed up for your webinar or whatever. Good benchmark is 30%. So if we had that $1 cost per subscriber and 30% converted to our group, for example, that would be a $33.33 group activation. Next one we would, you know, going back to the group example, what percentage of people who join our group become our clients? So if we got that $1 cost per subscriber and 30% joined our group for that $3.33 per activation, if one in every 200 people joined our group became clients, that's 200 times $3.33 per acquisition, which is a $666 cost per client acquisition. So once you have this number, you can accurately track your ROI and your project, your future earnings. Very important. That's why you need to know this stuff. Plan your budget for 90 day sales cycle. Because like I said, this is an E commerce where people just click on an ad and buy. There's always a consideration process they need to learn about you think about it, all of that kind of stuff. But plan for 90 days to improve all this stuff. And this is important because when you say improve your lead gen Facebook ads, you'll notice how few of these things actually have to do with the ad itself. We can get a cheaper cost per subscriber, we can get a higher activation rate or a higher conversion rate. So the things we can improve get a higher Opt in rate on our landing page or a lower cost per click in our ad. We can get a higher activation rate by giving them a better incentive to join. Promoting it better, you know, getting a higher click through rate in our email flows to promote it. We can get a higher conversion rate by posting better content, being better at appointment setting, making a better offer, having more proof results, all that kind of stuff. And that's what I mean. Like you'll notice that there's seven. There's nine things here and only one of them has to do with the actual ad. Next we have scaling and optimization. There's no one set way to scale your ads and there's lots of variables to consider. But here are some conditions that should be true before you ever try to go crazy with your ad spend. So number one, you should always have at least 120 days of cash in the bank. So if you have $100,000 saved up specifically for ads, not all of your expenses, you should not be spending more than $833 per day on ads. There's a sales cycle to consider and then you know, things go wrong and you need some leftover. It's not E commerce and cash flow is not instant. So you need to plan. You shouldn't scale until you're getting clients well below your desired or target or break even acquisition cost. And this is because ads performance get worse as you scale. So when you spend more budget, the ads are delivering to a broader and broader target audience that becomes less and less likely to become a client. That's why scaling is difficult. It's inevitable and a part of scaling. But you need to understand that. So if you're barely breaking even or barely getting a acceptable customer acquisition cost on your ads at a low ad spend, you definitely shouldn't be scaling it or thinking about scaling. You also shouldn't scale until you're consistently posting content on YouTube, Facebook, LinkedIn, Twitter, Instagram, TikTok, etc. Content will make your ads more effective. They click on your profile, they Google you, they see all your content. Very, very important. The next is you should have all of your lead magnets, email flows, conversion mechanisms and offers in place. You should never try to scale, let alone even scale. Start without all of this in place, in my opinion. And the fifth one is make sure you have your operations handled. Because if you get way too many clients and you screw it all up and you have to, you know, there's no refunds from Facebook for the money you spent on ads. So make sure you're able to handle this first. It's kind of like making sure you have enough inventory when you're scaling e commerce ads. Very important. Let's go from example math here. So the goals. $1 cost per lead, 70% opt in rate, 50% client activation rate, with you know, 30% being the benchmark from lead magnet to conversion mechanism, and then a 3% conversion mechanism to client conversion rate. So these are the goals. These are the ideal ones. But you know, with a minimum of $2, minimum of 50%, minimum of 30% and minimum of 0.5%. But the better they are, the better your ads will be. That's how it works. The goal of every company is to get customer acquisition cost as low as possible. If you had a zero dollar customer acquisition cost, you would be rich. Very, very rich. Infinitely rich. So I'm going to go through some different examples to show you what the customer acquisition costs might look like with different costs per leads, different activation rates, different close rates, et cetera. And it'll be completely random. I just want to include this section in the video to show you what will happen when you manipulate, manipulate each variable. So if you had a $2 CPL, a 30% activation rate and a 1% close rate, you would have a $666 customer acquisition cost. If you had a 150 CPL, a 25% activation rate and a 0.75% conversion close rate, you would have a dollar 798 customer acquisition cost. If you had A $1 cost per lead, a 40% activation rate and a 1.5% conversion and close rate, you would have a 165 dollars customer acquisition cost. If you had the four dollar CPL and a 20% activation rate and a 0.5% close rate, you would have A $4,000 customer acquisition cost. If you hadA three three dollar cost per lead and a 50% activation rate and a 2% close rate, you would haveA 300 dollar one. So like when you manipulate each variable, it can get a wildly different result, right? Because basically in this example, you know, everything was 50% worse, almost, not quite the activation rate. I'm talking about this example, you know, in this case, you know, twice as high CPL, 33% higher activation and a worse close rate, right? Or 50% lower activation and a 50% lower close rate. But that changes it from $666 to 4000. So like it really matters that you know these numbers and try to improve them. Wrap it up with four important notes. So takes time, effort and persistent. There's almost a 0% chance you're going to succeed with Facebook ads. When you first start on your first try, it's just the way it is. Number two, the ad is just a small part of it. And what I said elsewhere with the lead magnets, the email flows, the conversion mechanisms, the offers are more important than the ads. You're not going to see very good results for 90 days because these people who come in are 100% cold and they have no idea who you are. There's a sales cycle just like there is with everything else. So it's going to take 90 to 120 days to start seeing results from your ads. And you know if you don't understand this, you're going to be wondering what's wrong with them when nothing is wrong with them. It's just how it is. And the last one is slow and steady. Win the race. So don't rush this. Don't increase the ad spend arbitrarily. That's one of the dumbest things you could do. You cannot brute force your ads. It's not a game of brute force. It's about finesse. So the goal is to get something that works well enough where you can keep running it and then to keep improving it. You know, 5% every single week. You don't need to go from 0 to 10k per day in ad spend right away. It can take years. And do not be reckless with it. I hope you enjoyed this video and it taught you something and I'll see you in the next one.