How to Build an Email List With Facebook Advertising (IN-DEPTH Tutorial)

Key Takeaways

hi guys has been Heath from lead guru and in this video I'm going to show you everything I've learned about building an email list with Facebook Ads I'm going to show you my entire process that I used to add thousands of email subscribers to my list every month and I'm gonna go through each stage in a lot of detail so you don't need to know anything about building an email list or Facebook advertising to go through this video I'm going to go through and explain absolutely everything if you do stick around to the end of this video and understand the elements in it then you will become an expert at building incredibly valuable email lists with Facebook advertising okay so let's get started now this is gonna be a really valuable video to anyone looking to generate business online so whether you're looking to generate leads or sales or increase your brand awareness whatever your online marketing objective is this videos will be really useful because building an email list will make whatever it your online marketing objective is I'm not easier and that's because once you've got people on your email list once you've got a bunch of subscribers you can market to those people you could advertise your products and services to them for months even years after they subscribed and it's virtually free to do that won't cost you hardly anything at all all you've got to pay for is a monthly subscription to something like MailChimp or Aweber an email service provider and that's not gonna cost a lot so that's gonna be in the tens of dollars a month whereas if you wanted to advertise via Facebook or Google or YouTube to the same amount of people to large audiences like you could have on an email list on a weekly or monthly basis it's gonna cost you thousands of dollars to do that's gonna be a lot lot more expensive so getting people on an email list building an email list is a very cost effective way to promote your products or services in the future to people that you know it interested in what you have to offer and it's really important it's a key component of building a sustainable business online that has long-term prospects and continue to profitably generate business and I would say that from our own email list we generate at least 50% of all our business whether that's selling our courses or generating new clients a lot of it comes from our mother so I really recommend that you build an email list now that's one part of this tutorial the other part obviously is using Facebook platform to build that email list now I think Facebook's one of the best advertising platforms ever created and it's perfectly well-suited to building an email list because of course you can be super specific with who you target you can make sure that your advertising to the exact right people so that you end up with having the right people on your email list of people that you know are going to be interested in your product or services which is of course important now I should warn you this video is gonna be very in-depth it's gonna and you know you don't have to have known any of this stuff before to go through this video I'm gonna break down each and every step is gonna be very in-depth it's going to show you the exact process that we use to add thousands of people to our own email list every month we've used this with with our clients as well it's very effective it works very well and it's quite simple I'm gonna quickly go over the steps now and I'm gonna go through each stage and a lot more detail show you exactly how to do it so the first thing you need to consider whenever you're looking to build an email list or to get people to give over their their contact information is you need to give them a reason for them to do that so what we're gonna do is we're gonna create a lead magnet you may have heard another term for it called an ethical bribe it's basically something of value that you give in exchange for someone's email address and that's what you can see here on the left hand side of your screen this is my five-part Facebook ad template that I've created is one of my best performing lead magnets and I give this to people in exchange for their manager so this is basically like the ethical bribe that gets them to incentivizes people to join my own address email list sorry now once you've got a lead magnet the next thing you're going to need is a landing page and what you can see here on the right is a landing page now this is the place where you can offer your lead magnet in exchange for someone's email address they need a physical place to come and do this and the design and the layout and what's included on the landing page all that's very important we're going to go through that in a lot of detail now once you've got those two elements and creative once they're ready you then need obviously a facebook advertising campaign that's going to advertise your lead magnet send people to your landing page that's where they can opt-in and get it and that's how the process works there's basically three simple steps I'm going to go through each in detail in that order to start with the lead magnet we're gonna then go to the running page and then of course we're going to go to the very important Facebook ad campaign at the end so let's get started now with lead magnets let's go through some of the details okay so let me quickly explain a little bit about this lead magnet so let me just lick it make it a little bit bigger on the screen so we can ever have a proper look so it's called the five-part face book and template and what it's designed to do is it's designed to help people create better Facebook ads or improve their existing Facebook ads now whenever you create a lead magnet you want to create something that delivers value to your target market if you can deliver a lot of value with your lead magnet then you'll have change the relationship between your company and your prospects so that they're more willing to buy your product or services but you also want to create something that you know they're going to be interested in now we know that the vast majority of our target market either is already advertising on Facebook or is at least thinking about advertising on Facebook so creating something like this a lead magnet like this that helps them create Facebook ads or or improve their Facebook ads and it is going to be really sort of appealing to our target market so we know that we're going to get people giving us their email address and but it also means that the people that end up on our email list are going to be part of our target market because no one's going to go ahead and and download this if they have no interest in in advertising on facebook so you're also sort of segmenting for the hyper responsive people in your target market which is which is really important now I'm not going to go through this thing in its entirety what I'm going to do instead is include a link in the video description where you can go in and opt in you can go into this page you can give us your email address and join our email it's just you can see how all the process works then of course you can go in you can take a look at this lead magnet and you can model from it something I would definitely recommend but I will explain sort of how it works so basically we've got a little bit of information about us a bit of an intro and then what we do is we've and got three sections in here for different types of businesses so that the first section is local slash service then we've got product slash ecommerce businesses and then the third section is digital slash information businesses so three sort of categorizations of businesses and what we've done is we've taken an ad that we've created is performed very well and in each one of those and we sort of broken it down into its five component part so you've got the text headline image etc etc and and we've explained what we've included in each part and why and that's really valuable for for our target audience because they can go in and they can go okay they use this sort of image for this reason how can I you know use that sort of image or they've used this headline etc etc so what you want to do guys you want to come in you want to click on the link in the video description to take you to this page opt-in for this lead magnet download it have a good look model from it when you're creating your own and now I want to quickly go through some of the best practices when it comes to creating elite memories and we'll also quickly give you some ideas because I think a lot of people can get stuck on this they can be what could I create as a lead magnet for my own business so we'll go through my some ideas right now okay so I just brought up PowerPoint presentation it's got a few quick slides which should really help you create your lead Maddox I know this is an area that a lot of people do get stuck on so I mentioned previously that when you're creating a lead magnet it's really important obviously that it's really valuable to your target market otherwise you know they're not going to opt-in for it now what I found is that the best lead magnet help your target market achieve something they want to achieve but it helps them achieve it faster so if you take the example of the Facebook ad template and our target market are either advertising on Facebook or thinking about advertising on Facebook and what it does is it helps them create Facebook ads that are highly effective faster than if they were trying to do it themselves they were trying to do it through trial and error or research various options online it would take them longer than if they just downloaded the template so it really ticks that box it's one reasons why it's done well another thing you need to keep in mind when creating your lead magnet is that it needs to be very closely related to your products and services because you know you're not going to be able to follow up with your new email subscribers and say would you like to buy this if it's not related that just won't make sense and if you leave magnet like the Facebook our template is closely related then what it means is that the people that end up on your email list that subscribe for that are going to be perfect prospects for your business so the only people that are gonna opt in for a facebook ad template are people that are advertising on Facebook or thinking about advertising on Facebook and they are our target so it sounds like a very obvious point and it kind of is but just make sure it's closely related otherwise you can have a real job selling your stuff in the next stage a good tip when it comes to creating your lead magnet is to take a small part of what you already offer and turn that into a lead magnet this is this is one this is something that I'm sort of an exercise that I use whenever I'm struggling to come up with an idea for a lead magnet is you could assess your entire service or this more applies to service businesses but you can do it products as well and think is there something within our whole service that we do that we could turn into a guide or report and offer as a lead magnet so taking the Facebook ad template as an example we create Facebook advertising campaigns for our clients now as part of that overall service we will create the ads for our clients the Facebook ad template is what we've done is we've taken that service turned it into a guide and offered that as a lead magnet so that's how we can't wander route ways that we came at this this this example that I've been using and it's worked really well so if you are stuck that's a good tactic okay so let's have a look through some some lead magnet examples so these are sort of different types of lead magnet that you can use the most common is obviously a report or a guide and again lead magnets all about showing your target market how they can do something and how they could do something faster a report or guide is a great way to do that templates we've already covered with my five-part Facebook ad template resource list this could be a good option and often you will have information as a business in an industry that your prospects your your target market would really like maybe it's a list of tools that they could use to get the most out of you know whatever it is that they do in your industry maybe it's the list of of locations that they could go to or different activities they could do often you'll have this information that might not be that easy to find online and to give some examples in a minute another option is video training you can get in front of the camera show your target market how to do something that they want to know how to do it could be a great lead magnet automated webinar this option is used a lot and I'm not the biggest fan of it I think that I'm asking someone to register for a webinar is a bit too much of a commitment and I like lead magnets to be pretty easy for people to opt-in for remember you haven't really built that much of a relationship with your prospects at this stage so I like things like templates and guides and resource lists because it's just really quick and easy yep get my email address get that thing read it in five minutes fab move on I think that most the time if you're asking them to do something like watch a 90 minute webinar you're going to have a lower conversion rate and you're gonna get less people on your email list as a result quiz or a survey this is a great option if you're if customers within your target market are undecided on which of a number of options they should take and that can be a great way to to get people on your email list and also give them an answer that then leads on to them buying your products and services I'm going to explain that more in in a second free trial this is often used with software companies then offer a free trial to build their email list and obviously they can then look to upsell those people on you know their actual software to keep using that service and then pricing stash sales materials so this applies more to trade only or wholesale businesses but sometimes what your customers really want is to know how much your stuff costs and if you can require an opt-in in order for them to get the information you can build an email list whilst giving your customers exactly what they want so it's a great option for sort of wholesale businesses trade only businesses stuff like that okay so those are some examples of different types let's now go through some specific ideas I've created now what I've tried to do is I've tried to use lots of different types of lead magnets in lots of different types of businesses and hopefully you can find something here that that you can you know change a little bit to suit your individual business should be really useful so we've got an example example here of a violin teacher and we've got a guide how to tune your violin in X minutes now I've written X minutes because I've absolutely no idea how long it takes the tune of violin even if you do tune of violin I mean oh I assume you do and but let's say for example that it takes on average 10 minutes to tune a violin and you've got a guy that can show people how to do it in two or three minutes that would be a great lead magnet for a violin teacher because you took all the boxes and it's really valuable it helps your target market achieve something they want to achieve quickly and the only people that will opt-in for this leap back in it are people that play the violin so it leads on really naturally for the violin teacher to then sell their services to those people next example we've got is a hiking boot retailer this is a great example of a quiz so let's say for example you created a little quiz as a height let's say you sell hiking boots you create a little quiz where people can answer a series of questions and at the end they're given an answer of which type of hiking boot is most suitable for them so let's say the answer question things like what are you gonna use it for people might say you know walk the dog every day in the woods other we might say some serious mountaineering well they're gonna need different type of hiking boot and so if you're free quiz can answer those questions that your target market have you build an email list but you also really prime them to buy your product at the end of it because you can say oh given the information that you've given us we would recommend this type of hiking boot oh by the way is 20% off go ahead and buy that would be a fantastic and lead magnet in sort of mini sales funnel for that business ok accountancy practice this is an example of a report five new accounting requirements for small business owners in 2018 a lot of value in that and you can see how it leads on nicely to this business selling their services health and fitness brand a sample of a video training 3-minute desk workout to minimize back pain if someone's got back pain they're going to be very interested in this sort of lis packet they'll be willing to give their email address in exchange for this video and then of course you're building your email list cycling retailer the top 10 cycling challenges to do an X X could just be a very location this example of a of a resource list so you know again this cycling retailer might have information about the 10 top cycling chance to do in the UK their target market is gonna want that information I've been willing to give their email address in exchange for it and you're only gonna get people that you can then really sell your products to with a lead magnet like that ok the graphic designer 7 logo design templates for text on tips now what I really like about this lead magnet is it's calling out to the target market so if this graphic designer really wants to work with tech startups then this is a fantastic lead bagnat because that's how it's going to speak to and that's who end up on your email list is people that you know that are involved in in tech startups plus this value their next option there's a little bit rogue the reason why including this because I do a martial art called Brazilian jiu-jitsu and I know that this is one of the issues that a lead magnet would solve so here I've got the example of a kind of like a resource list the ultimate list of BJJ competitions in X X could be UK now I know as someone who does this martial art it's really difficult to find out information about you know various competitions and tournaments in your local area it's not like one great online resource you have to often ask people at your local club and kind of find information are there's one happening then except to a sector so this is a lead magnet that as it comes a customer myself I would 100% download this and of course then if it's a martial arts gym they could you know offer me you know membership and come along to the classes they could sell physical products to do with this martial art like keys and belts and stuff like that so a great little lead magnet there and then we've got example of a winning photographer so we've got how to prepare your wedding venue for beautiful photos a lot of value in that lead magnet the target market be really interested and it leads really nicely on to selling their services obviously you know the photographer can then say oh by the way we can help you with that and if you go ahead and hire us for your wedding so a bunch of examples there lots of different types of businesses different varieties hopefully you can use that model from that and really help you create your own lead magnet I've actually magnets I didn't to spend too long on that but it's really important you get that right Nestle let's now move on to landing pages okay so let's take a look at this landing page now this landing page has performed incredibly well it's converted over 60% of people so more than 60 percent of people that have land on this page have gone and given their email address and opted in for this neat magnet which is very very good now what I would recommend a sort of a benchmark to aim for with your landing page is that you want to be above 40 percent forty percent or more if you're above forty percent your landing page is doing really well you're doing really well if it's less than that then you probably want to make some adjustments now of course the lead band that you create that we've just been over will affect the conversion rate when your landing page if your lead magnets not very good well very well but if you're confident your leave magnet is solid then them then make some adjustments to your landing page I'm going to go through this in a lot of detail explain the component parts of why it has done so well so obviously the the landing pages is an important component but it does not take very long to create and as you can see from this page it's very very simple and go through all the elements and this is of course the page that people are gonna be sent to from the Facebook campaign where they can opt in for the lead magnet so let's get into it so the first thing to note is that you want to reduce distractions as much as possible on your landing page so you can see up here we've got no header navigation so there's no links to an about page no links to a contact page services anything like that and that's on purpose basically if you have links up here to other pages people will click on them and they won't come back to this page an opt-in for your lead magnet you want to simplify this page reduce distractions because you want people to take one very specific action and that's opt-in for the lead magnet and give over their email address so no header navigation now I'm going to scroll down to the footer in an ideal world I would get rid of all the footer navigation as well I wouldn't have home contact login Terms Kadisha privacy policy exception well actually I would probably keep terms and conditions of privacy policy on there because we are asking for contact information at least privacy policy that said that's a good idea but I'd get rid of these other links the reason why I've included in there is because I don't want to run into any issues with Facebook's advertising policies so as I mentioned this is the page where people are going to be sent to from our Facebook ad campaign so on your landing pages you do need to make sure that you are compliant with Facebook's advertiser policy so you do need some sort of navigation they don't want people to be sent to like a dead end page where they can only opt-in that's the only thing they can do Facebook won't like that you can get your account suspended or even banned something you really really want to avoid so just make sure that you have some foot an avocation that's why we've got these links down here so but that's it all they can do is either click on these links which are in the footer so they're unlikely to or opt-in for the lead magnet which won't want them to do so let's go through the the elements so we've got free download at the top here there's sort of like a a rule almost a digital marketing that says if something's free you can't tell people it's free too much um you know everyone loves something for free and you want a hundred doesn't make sure that they know that it's free so when they land on this page I don't want anyone thinking that they need to opt-in and then they're gonna be asked for money for this template no it's a hundred percent free data up there then we've just got the title of the lead magnet ass fairly self-explanatory before it big red Lexus grab people's attention when they land on the page and then after that we're really getting into the benefits of the lead magnet now I need to quickly mention sort of the psychology behind getting someone into email list this way people do not want to give you their email address you know I think the average person the average adult now receives 143 emails a day that's a huge amount of email so people don't want to give over their email address they're worried about being spammed that we've all had that experience where we give over email address and then we're just bombarded with email so you know I know you're not gonna do that but they're worried that that's gonna happen so that's why we've got the lead magnet in the first place we're incentivizing people to give over their email address and part of that incentivization process is to really sell this lead magnet really list the benefits that are included so let's just go through some of these quickly so we've got copy and paste these proven Facebook ads to properly generate low-cost leads and sales from Facebook your which is very benefit rich you know copy and paste these proof and Facebook ads great the ads are proven I can copy and paste them that's gonna save me time and you know what am I going to get from this template you've got to profitably generate low-cost leads and sales from Facebook that's what everyone advertising on Facebook once so it's really speaking to why they want to get this thing then we've got this template includes now I'm not going to read through all of these in detail as I said the link to this landing page is going to be included in the video description so click on that come to this landing page and make sure you use it to model make sure you model from this when you create your own landing page but what you'll see in this text here is it's all super super benefit rich so you know you're going to get our value first strategy that uses facebook social nature to consistently generate low-cost leads and sales and you know we're going to talk about things here like at the bottom the call-out method that lets your ideal customers know that your ads are for them and stop some scrolling past your ad in their music that's exactly what I don't want my ideal customers to ignore my ads on Facebook I want them to notice the apps that's what this template is going to help you do so make sure you come here and you and you read through these examples and obviously gonna have to customize them to your own business but this sort of thing these sort of four or five maybe six bullet points here to really sell the heatmap they're it's really really valuable then we come back up to the top so we've got an image on this page we've done a lot of testing on landing page for lead magnets and we found that including an image really helps I think it I think the psychology behind that is that if people feel like they're getting an actual thing I mean obviously they're gonna get it in the digital format if people feel like they're getting an actual thing and they're more likely to give their email address if it's if it's not that it's tangible but it's a bit more tangible if there's an image I hope that kind of makes sense to kind of explain that okay then beneath that obviously we've got the the opt-in box there and now I need to talk about the opt-in button quickly because that's quite important so don't just have submit we've used get instant access that's a great option because that is what they're going to get with the the five-part Facebook ad template but you can have something like that like download now forget get my get my template now something like along those lines depending on what it is that you're offering and and the other thing about this button is that we've made it very big and you want people who land on your who arrive at your landing page you want their attention to be drawn to and the opt-in button the button that they need to press you want their eyes to be naturally drawn to it so we've made it quite big we've also made it bright orange you can't miss it it doesn't go with the rest of the design on the page the rest of sort of black had red and and blue and there's this great big orange button that's all about drawing our prospects attention so when so when you're creating that button you know your if you've got anyone to design this page they might not like that very much because doesn't look that nice it doesn't fit with the color scheme and but I would recommend you do that at the end of the day that's what you want to do and then beneath that would just included some sand policy information and you know if you're generating opt-ins in the EU there's new GDP our legislation that you need to abide by so make sure you've got all that detail including your privacy policy when you are building the email list otherwise you could run into into some trouble and people want access to that you'd be surprised how many people do actually I can go in on the data and see how people do actually click on the privacy policy link that kind of makes sense you know they're giving away their personal information they want to know what we're gonna do with it but they want to know that we're not going to you know sell it to anyone we're not going to give it to to third parties we're gonna keep it ourselves and only use it in a responsible manner okay so that's the design of the page you'll see it's very very simple doesn't take very long to create what the other thing I mentioned is the tools used to create this landing page so we use we've got a wordpress website actually buddy you guys and watching this have WordPress websites and we've used the optimize press plug-in to create this landing page optimized press is a brilliant piece of software it's a simple plugin and you can create fantastic looking landing pages and you don't need to know how to code anything so I don't know how to code anything I haven't coded any of this page it's a drag-and-drop system and you can move things around and and cuz look and feel and the location of things on the page and they just looks like a really neat simple clean crisp landing page definitely recommend to use optimized press it's not very expensive I'll include a link to that in the in the video description so you can go ahead and grab over to my Express if you do use a WordPress website that's what I'd recommend okay I don't wanna spend too long on this that's the landing page pretty straightforward let's now move on to the part that everyone gets excited about which is the Facebook campaign itself okay so here we are now inside our Facebook ad account so what I'm going to do now it's going to show you the how to exactly how to create the Facebook campaign that's gonna send people to a landing page where they can opt-in philia magnet and join your email list now obviously we've already got campaigns running that are advertising our 5-part facebook ad template but what i'm going to do now is i'm going to create a duplicate version of that campaign and go through each stage and setting so you can see exactly how you should create this so that when you go to create your own facebook campaign you know exactly how to do it and don't worry about all this information down here come back in at the end of this section after I've created a campaign and talk to you a little bit about the results we've been able to get how well it's worked the benchmarks you should be looking for in terms of cost per lead cost per subscriber things like that but for now let's create the campaign so what you want to do is you want to start by coming into ads manager which if I'm already in but if you're not click on these three little lines and then select ads manager from the drop down menu then you want to go ahead and select create here and now what we're going to do is we're going to create our campaign so I'm just going to give it an you do is obviously give it a name so I'm just going to call it example campaign and type leave that as auction campaign objective now this part is really really important so Facebook was obviously defaulted this to traffic and we're not going to use traffic we're gonna use conversions I'm gonna explain a little bit about Facebook campaign objectives because they're so important so when you select a Facebook campaign objective what you're doing is you're basically telling Facebook what you want now if you select video views your Center Facebook I want as many video views as possible if you select traffic you're saying I want as many link clicks if you want page likes I want as many page likes as possible etc etc now what Facebook will do is within your budget your daily budget and within your target market that you've assigned of the people that you want to advertise to your audience they will put your ad in front of people that they think are most likely to take a design action so again if you select video views they're going to put your ad in front of people within your target audience that they think are most likely to watch your video and and because Facebook's got so much data on its users and so much data regarding its advertising platform the effect of this can have is massive so you know we often go in to campaigns that are running the traffic objective when they should be using the conversions objective because if you're after leads like we are in this case we're looking to build an email list or sales you should be using the conversions objective and we can half the cost per lead or the cost per sale just by changing the campaign objective so it's really important that you get this right and you understand that getting the right one here is critical so go ahead and select conversions now in order to use the conversions objective which is the one you want to use you will need to have the Facebook pixel installed on your website if you're doing any form of advertising on Facebook then you should have the Facebook pixel installed anyway and it allows you to track what people are doing in the website it also allows you to retarget the people that visit your website which is a critical part of Facebook advertising and of building your email list I'm going to explain that at the end of the video so make sure you stick around for that and but you need the Facebook picks when storing your website now what I'm going to do is I'm going to click the link in the video description that will take you to they'll show you a video that I've created there shows you exactly how to install the face of pixel on a WordPress website that's website that we've got that we use that we work with most often and so if you do have a WordPress website check out that video if you don't have a WordPress website then just Google whatever platform you're using and how to install the Facebook pixel some support documentation will come up and you should be able to install it once you've got the base code Facebook pixel installed on your entire website you also need to install some event code okay so event there are different various different event options so here Facebook's defaulted to purchases but you've got leads registrations custom conversions etc we're gonna select leads because that's what we want we want people to join our email address or email list and register as a lead now once you've got the fascia pixel installed on your website I mentioned that you need to install some event code so in this case you need to install the lead event code and you will need to install it on the web on the page on your website that people are taken to after they opt-in for your lead magnet okay so I'm going to show you an example of that so let's say for example that we've got the this is the page oh I've already prepared it so remember the landing page I just showed you that's where people are taken to the opt-in for the need magnet once they opt-in for our lead magnet they're then taken to this page here so this page has now got a little sort of information section up here this has important your five-part Facebook ad templates on its way and what we're doing is we're actually turning this into a bit of a sales page as well something I'd recommend you do if you want me to talk about this strategy which is awesome in more detail let me know if I leave a comment below and I'll create another video for that and but it says here while you wait read the page below to learn how to create a Facebook reference and sales funnel etc etc now this page has got and lead information on it so it's got the lead event code on it so that anyone that reaches his page a lead is registered inside a Facebook ad account Facebook can use that data to optimize our campaign that's really really key it's not very complicated to do again check out the video or give it a googol and you'll learn how to install this event code what I'm going to do is just scroll this this down slightly just because the video of me here is in the way and just show you how how to check whether the facebook pics was installed on your website properly now there's a little Google Chrome extension called the Facebook pixel helper that would very much recommend that you use and that's that will give you this little icon here now if I click on this what you'll see is you've got you know one pixel found green little arrows that shows that the Facebook pixel is installed now any once you've got the Facebook pixel installed every page will have this page view and this micro data information on it the reason why this one is different is because it's got this lead information on it and that's basically showing that the event code of lead is on this page anyone who lives in this page and lead is registered so if you went to other pages on a website you might some purchased view content some of the other options don't worry about all that but just make sure you get this installed and make sure that the Thank You page that people are taken to after they opt-in for your lead magnet has the lead event code right I've tried my best to explain that hopefully it's not too uncomplicated very important that you do do this and that you do get it right so let's pop that back up here and come back into our facebook ad account and then leads is what we want to select so I'm just gonna I'm gonna go skip ad set and skip ad for now I'm just gonna go save to draft and that's the campaign setup pretty straightforward once obviously you've dealt with all the Facebook pixel side of things and that's just popped it up here just confirming yep you can set a campaign spending limit if you want to I don't normally bother cuz I'm gonna go into my campaign and check things and adjust things on a regular basis I don't need to but you can do if you don't want to spend too much by accident so minimize that and then click on example campaign and now we're going to go ahead and we're going to create an ad set so just go with example campaign there use a distant campaign and then create a new ad set so I'm just gonna call this example ad set what I'd normally do by the way for an ad set name is I would normally give it the name of whatever the targeting options I'm using so if I'm advertising to males aged 45 and up in you know the Southeast of England then that's what I would have as the name just so I can go in and see quite easily afterwards the process let's just save that to draft now the ad set level when you're creating a campaign is all about the targeting options so the ad set is all about who you are advertising to so it's just loading up taking a little extra second to load up here so what we've got here is we've out and wrong so we've got website and that's optimizing for Add to Cart that's not all we want at all so I'm going to get rid of that and I'm gonna put in lead because that's the conversion event that we want to optimize for there we go lead is what I want and you can see here that it says you know will optimize delivery of your ads to get the most of these conversions of their last costs exactly well well we want as many email subscribers as possible and we want to pay as little as possible for each one so then if we scroll down budget and obviously we're basically your cases in pounds but our speaking dollars because most people watching this will be what will operate in dollars more frequently so budget when setting your budget when you're creating a lead magnet campaign so a campaign design to build your email list you don't actually need to spend a lot of money at all to know whether or not your campaign is performing very well I'm going to talk about what you should be paying cost per lead at the end but you know if you've run a campaign in you're spending $5 per lead that's too expensive so after sort of 20 30 dollars spent you're probably going to and find out whether or not your campaign is working or not whether or not you need to make some adjustments now having said that when you do create a Facebook campaign with the conversion objective remember Facebook is optimizing this campaign for leads which will take some time so once you've generated more leads in this campaign Facebook will have more data with which to optimize the campaign okay so I would recommend for elite magnet campaign spending twenty two thousand dollars to get an idea with the knowledge that things can improve over time okay so I'm just gonna leave that in there for now because there's not gonna be a real campaign start date whenever end date so I would I don't schedule an end date because I'm gonna be going back into the campaigns and checking them on a regular basis if they're not working on a pause then manually but you can stretch it an end date if you want and okay let's get into the audience's section so the first thing we've got here is the custom audiences area now as I said at the end this video I'm going to talk about retargeting and custom audiences and look-alike audiences and how they're such fantastic audiences to advertise to when you're looking to build an email list now I'm just gonna just going to skip this for the minute and moving on to the demographics so locations now I would just leave that as everyone in your location in terms of locations to advertise to now we've mentioned when we're talking about the lead back knit that you need it to appeal to people that could become your customers well again you want to only advertise to people that could become your customers so if you operate as a business on a local basis then just put in your area of operation in here as your targeted location because you know there's no point if you're any operate in you know one city there's no point advertising to an entire country but and going yeah but they will opt-in for my lead map it doesn't matter you it doesn't matter having people on your email list that can't become your customers now for a business like ours we can work with anyone in an english-speaking country that's our only basic basic requirement we've got clients in Australia the UK Canada America or all sort of English speaking countries so we could advertise to all those countries if you wanted to what I usually recommend is if you can if you are in that position stick into one country to start with what you want to do with your targeting at the beginning when you're looking to build an email list is go after your hype responsive people go after the people that you know are highly likely to be interested in the products and services that you offer and so let's say for example that your target market is you know your customers are 25 to 65 is the age range of really broad age range of people you probably want to start with the the group within that that represented the majority of customers let's say your customer base is 25 to 65 in terms of age but most of your customers are sort of 35 to 45 okay well go ahead and start advertising to people that are 35 to 45 so in our case I'm gonna leave that as the UK for this Facebook ad template I'm going to set this to 21 and set this to where is it 45 I can just scroll up still pretty broad targeting at the end of the day this Facebook ad template is applicable to all small business owners you can have a wide range of Ages but that's what I would usually start with gender I'm gonna go with all we have an almost 50/50 split men and women again the same applies if you find that 60% of your customers and men start with men vice versa with women languages I'm gonna leave that empty I'm only advertising to the UK if you have a test in multiple countries you want to specify a language then that you can go ahead and add that in here okay now we get into the detail targeting so before we get into this what we're going to do now is we're going to jump into the audience's insights tool the Facebook provide because that's where we can find some really fantastic detailed targeting options and this is really where the magic happens when it comes to Facebook advertising is in the detail targeting stuff that's really important that we go through this and get this right okay so here we are now inside of audience insights the way you get here by the way guys is just again click on these sort of little three lines at the top same way we got into ad manager but just come in to audience insights just didn't wanna do it live because it for this to load up now audience insights is a fantastic tool for finding targeting options and people that you want to advertise to on Facebook new audiences to test now whenever I'm creating a new campaign advertising a new lead magnet I would recommend that you select three four different targeting options and test each one because what you might find is that one delivers a really good cost per my subscriber and the other three don't and then of course you can keep advertising for that one so it's hard to tell early on which ones are going to perform really well so I always recommend test testing is so important with any Facebook advertisement but this is a fantastic tool and I'm going to show you exactly how to use it so um it'll default to the US no matter where you're based I'm gonna leave this is the US for now normally you would also change this location to whatever location is you're operating in cuz that's most relevant engine gender we just set those so let's go ahead and do twenty one to forty five because those of you were going to be targeting as you saw in the next section gender we're gonna leave all open now interests is where it gets quite interesting I suppose this is this is probably the most valuable section here so what you want to do is you want to add in your interest to do with whatever it is you offering so in this example were offering the five part Facebook ad template now obviously we know a lot about and the people that are likely to be interest in that template we've got a lot of data but if we didn't which is obviously the position that a lot of you guys watching this may be in then you want to come in here and run this experiment now I know that one of the things you've got to think of some things that are related to your industry your products and industry so they don't have facebook advertising as an option but they do have Facebook for business as an option so you know if you think about the people that we want to advertise that ad template to its people that are interested in Facebook for business that business elements of Facebook is obviously a highly highly effective you know a very related topic and so you can add in Facebook for business in there and you can start to see some great information so you can see some age gender information is basically the same as people that are on Facebook you can find out some interesting things that you know ok people that are interested in Facebook for business or into building their career etc etc some not surprising information married quite interesting they're more like to be college educated that makes sense and then there's a bunch of other information there's tons of great information in here but I don't want you two guys to get overwhelmed and sort of drown in information so I'm going to be quite specific where possible what I'm going to do is is go into page likes because I think that is the most basically it's really where you can find the targeting options that you should start advertising to some of the most interesting so obviously got some great information in the categories so we could for example look to advertise to the points guy Gary Vaynerchuk is obviously a fantastic example he's probably the world most well known name when it comes to Facebook advertising and social media marketing out there at the moment here's what it ought to come down to is page likes I want to come down to affinity so affinity which make sure you can see that affinity is how likely your audience is to like a given page compared to everyone else on Facebook so obviously people that are interested in facebook for business the business elements of Facebook are 567 times more likely to like the Facebook business page than regular Facebook users sounds pretty obvious but they've got some also some really other great options that you could potentially advertise to uber that's probably not so related and you will find some very you will cyan't find some obvious aren't as related that you have to kind of ignore the points guys I haven't heard of that but you can see here that okay that's in the category blogger that's somewhat related to Facebook advertising that could be an option to test Small Business Saturday definitely sounds like we could use that as a targeting option people that like that page American Express Spotify hmm not so so those ones you're gonna have to ignore you have to work this out yourself Gary Vaynerchuk again in here that could be a great one so what I could then do is I could create and in my campaign I could have a couple different ad sets one the targets Gary Vaynerchuk one the targets the points guys one that targets people that like Facebook business and see which ones performs the best this is where you come in and get your information so let's go let's give you another example so let's go in and let