How To Use The Facebook Power Editor 2017 - A Tutorial For Facebook Ads Set Creation

Key Takeaways

hey miles Beckler here with Miles becker.com this video we are going to look at how to get your adset level set up inside of the power editor for a successful Facebook payperclick campaign now if you're just joining me on this one uh you should have a campaign set up already and if you don't go check out the last video that's in the description here so here we are inside of the power editor and you can see I've got The Campaign set up that I saved in the last video and it automatically started the ad set before we jump into that a quick kind of another note or tour around the power editor we're able to manipulate things here inside of the power editor and when we want this to go live we have to click the green review changes button up here now you'll notice I'm on the campaign level and I clicked ad sets it automatically sets this ad set up with a tick boox here and with this checkbox or tick boox clicked it wants me to click apply and now everything's locked in on this ad set so when I have ads here it'll only show the ads that are available to the ad set so if you're kind of looking around for something you can't see it you might want to click this x because you might have a different campaign or adset and you can see on the campaign level it does the same thing I can click there and click apply and now it's only going to show me adsets and ads that are associated with the campaign that I have locked in here if you only have one like I do it doesn't matter right it's the same amount but when you have like 12 campaigns and 30 different ad ad sets and 100 different ads you really need to make sure you're kind of locking in through this apply the ad set that you want to manipulate so we have the campaign level ad set and AD level this video is about the ad set and if you're looking for like where do I manipulate it over here on the right we've got this little uh pen or crayon you simply click that and it slides out you click it and it goes away this is how we manipulate things inside of the power editor so I'll jump to the campaign level you'll notice it's open on the campaign level if I want to close it I close it there all right so that's enough kind of um management of the power editor but it's important to know what we're doing here on the adset level is we're taking our campaign we created in the last video and we're identifying who the Facebook users we want the ads that are inside of this campaign and adset to display to this is also a great time for us to consider our split tests if we want to split test age or gender or the location of the individual Etc that all could be managed inside of here I'm going to do what I consider a basic setup inside of the ad management inside of the ad set level uh just to give you some ideas of how to get this going for yourself um whether you have custom audiences lookalike audiences which we've covered in previous videos um this is really kind of the rubber meets the road Point uh not to negate the power of copywriting in the ads which we'll cover in a future video but this is the the magic of the Facebook play the Facebook payperclick marketing system and of power editor so let's dig in the adet name we can come back to this uh because we want to get it targeted for example if we're doing us only and we're going to focus this ad set on men and we're going to go 25 to 55 and then if we're going to split test this against women of the same age we would then duplicate this ad set and we would change it to women and we would change that down here so we do want to use kind of identifiers I don't set this up first I usually come back to the ad set name at the end based on how I get this going budget and schedule is the first thing we see what I like to run starting out on a campaign is $30 per day I think a $30 a day budget gives me a great reach it helps me get good data on my split tests and honestly it's under $1,000 a month so it's easy for me to duplicate these out I can run four five or six different campaign or different ad sets at $30 a day and I'm still going to be you know under five grand a month which is uh a kind of a safe comfortable place now if those numbers scare you know that I've been doing this for a while I've spent tens upon tens upon tens of thousands of dollars in this system so I'm obviously on the advanced side for you getting started I think $30 a day is a great budget to start with you can always turn it off it's pretty easy so we want to set up the uh the schedule date I like to start it the next morning from when I'm manipulating it I don't necessarily like it to start right away so today I'm in a different time zone I'm on the other side of the world so this is kind of goofy so I would say the 25th which would be tomorrow in the US and I would say 8:00 a.m. 8 let's say 850 and I would change this to am and the reason I like to do this is I like to get a full day with my budget or about a full day with my budget um versus starting midday it it just helps me get kind of better data from the get-go so I set up the next morning it also allows me to be uh here awake coherent with a cup of coffee in my hand kind of ready to adapt adjust and track what's going on set your end date let's say we want to run this for a month I would just simply click there set it out to December we'll run it to uh let's say the day before Christmas Eve and I would end it at uh let's do 8:00 p.m. right super simple stuff here nothing really crazy you do have the ability on the ad scheduling to run them on a schedule so let's say that you know uh your target mark Market is going to be uh awake during certain hours or you want to catch them when they're home from work uh you can run on of schedule but you do need to change it to Lifetime budget so what we would do it automatically does a calculation but for this month uh $30 a day for 30 days it doesn't automatically do that calculation I'd say $900 so I've got my budget set to $900 now I can run it on a schedule and this is pretty funky um kind of in a good way I guess I don't know why I said funky but what you can see here is we're able to schedule different days differently right so if I want Monday 6:00 a.m. to noon and then again at 6:00 p.m. till about 10:00 p.m. I can adjust each day the same or I can come down here to these main ones and I can just adjust all seven days at once and really get specific on what time of day my ads are displaying and if I want to go change it for Saturday and Sunday let's say I'll run it later on these days uh I can just kind of adjust them as needed so I don't necessarily recommend you get too deep into this at first because you don't necessarily have data to tell you when the best time to run your ads are so we can run the ads all the time to get going and we can set it back to a daily budget and we'll set it back to 30 all right let's go down to the next step here the audiences this is really kind of Where the Magic meets the kind of the the rubber meets the road and this is this is some of the coolest part of it because in the previous video we talked about custom audiences and setting up lookalike audiences I'll link to those videos in the description because this is really powerful this is where we enter these custom audiences so let's say I've got a couple in here I think I did one that was MB right so I did one and you can see here I've got and I set all this up in another video so you can follow along with this process but I've got a customer list and I built lookalike audiences off of my customer list now what I want to do in this is I want to add my lookalike audiences and I want to exclude my customer list I'll show you exactly how to do that so now I've got them all added here and the way it's set up is I'm going to show my ad to the people who look like my customers and to my customers but since they're already my customers I don't really want them to see my ads so I click exclude this audience so now what it's going to do is it's going to show it to these people who look like my customers but it will not show it to my customers and this is a really powerful way for you to set up your campaigns so if you have a prospect list and a customer list you can also exclude your prospect list or you can show it to your prospects and not show it to your customers to try to re-engage them to make a purchase and encourage them to become a customer so the G of the audience level is you really want to show it to people you want to take the action based on the adset but you want to exclude the people who have already taken that action which is what we've done here and I get to move down to the next level so locations this is obviously very specific you should already have this research done from your customer Avatar research and from kind of I mean I've covered this like very very very in depth at this point through these videos so so let's say I know um obviously because I've got it here so the countries I'm targeting my I lookalike are Australia the UK and the US so I'm going to go duplicate that here and you can get really granular on this you can focus on people in specific cities you can focus on people who live in cities but are traveling in other places I don't like to go that deep um I like to keep it pretty much um excuse me one second I like to keep it country level based because I want to cast kind of a wide net and find all of my people in the locations but like I was saying you could say everyone here people who live here people who are recently here people traveling here um for me everyone there I I'll even flip it over to everyone who lives in this location just for fun right so you can see it's always updating off of everything I do on how big my audience is on the left so I've got 2.6 million people who fit this and don't fit this etc etc Etc keep going down and it gives us the age now we can run this wide open on the age and wide open on the gender and allow our data on who actually takes action to help us refine this but from my previous kind of um research I should know for my time inside of the Facebook audience insights tool I should have a clear idea of where my customers are especially if I've upload my lists and I've run my lists my customer lists or my Prospect lists through my audience Insight tool which we did in another video so let's just say that my data shows data shows I'm not guessing here my data shows specifically that 45y old to 65 year 64 year old because I don't want the 7 year olds notice the Plus at the end of 65 plus and I will say men right and and I'm just I'm using this as an example I know my target market I know who I'm focused on specifically and you should know this about your audience and you should let the Data Drive these decisions now you'll notice I dropped that reach down significantly to 78,000 people let me click women and see what happens here so a little adaptation for the video uh again this is for example sake and I know that the audience is is that these are based on are highly women so Facebook brought me a lot more women to this lookalike audience um and now you can see I've got 1.4 million people in this audience segment there's really two ways you can go about it here when you're running on lookalike audiences you don't have to put any insights you don't have to put anything specifically down here for the gender for the demographics because you can rely on Facebook's lookalike system now I do that after I what I call cherry pick the loow hanging fruit right so I want these people to look like my best customers we got that checked I want them to be the same age as my best customers I want them to be the same gender as my best customers I want them to speak the same language as my best customers because I want this ad campaign to have the highest likelihood of working from the get-go okay moving right along this video is going to be comprehensive there's no way to get around a short video here so thank you for sticking with me we're about 13 minutes in and I'm going to end it when we get to the bottom of this list so the next thing that we get to do is add our interests that we got from the Facebook audience Insight tool this is further focusing our people and if you haven't watched that audience Insight tool video you must must must do that before you run your campaigns because that's how we focus our campaigns and we should have our notepad that I covered next to us our legal pad should have 30 specific ideas or interests that we're going to add here based on Brands and blog titles and other fan pages Etc so I'm going to add a few that I know will work Tony Robbins is one we covered is an interest and again you would just keep going through this process um and I will add some of the other ones that it automatically suggests I don't recommend you do this I recommend you go off of what you wrote down on your list and you're going to keep with this until you have 30 interests in here for the sake of kind of time I'm G to add a few more really quickly and Jim ran Stephen cvy perfect so personal development is what I covered in that last um audience Insight video that's why I'm sticking with the personal Insight here and you'll notice what has happened to our reach is we have really really focused it now the fact that we've got it focused on these these demographics I'm going to switch it to all probably bump it up by about 20 30,000 not even so it is all women at this point so we're really really targeted right we took what was an audience of over two million people and we have filtered this down to the 140,000 people who are one most most similar to our customers two they're the same age range and the same locations as most of our of most of our customers three we have now made sure that they already like our biggest competitors that was from the steal your competitors customers video in the audience Insight tool now we have a really highly targeted audience that we're going to show our advertisement to and we know these people like personal development which is my Niche that we're using for example purposes because they've already liked these other Pages they've liked at least one of these 30 pages that we had on our notepad that we wrote down and we've added here so this is really targeted what do I want this number to be I really shoot for about 100 to 300,000 I think is a great Target if I'm in the million plus range when I'm getting started I'm too broad if I've been running ads for a while and I'm expanding my audience and I have a funnel that I know converts I'm converting 30 to 40% of my clicks to subscribers and I'm converting two to 3% of my subscribers to onetime offer purchases then I'm willing to grow this reach into a million plus but until I have those numbers dialed I want to keep this small because I want to be hyper targeted and Hyper relevant with my message with my free offer and my one-time offer I want it to be really focused on people who I know have a real high likelihood of liking what I'm offering moving right along we're going to keep going here the connections I don't really add a connection type generally um we do want them to be actually if you wanted to only display your ads to people who like your page you can add that here but I'm not going to add that in because that's going to cut this down to next to nothing I want to reach people who don't know about me yet but they like my competitors and they match my customer profile file so we're going to skip that and we're going to kind of keep going now on the bottom this is huge uh automatic placements recommended is going to waste your money you need to click edit placements and you have to at minimum remove the Audience Network right I personally don't even really like marketing to Instagram yet I don't I have not found it to be profitable I'm not saying it's not if you're in the fitness Niche or certain niches it will work for you um but it just has not been profitable for me so I remove that based on my past data this little drop down here is an important one you notice there's feeds and there's right column so the right column are the tiny ads that fit over in the right under your kind of like updated people of who's doing what who just commented on what I don't like showing them there I want it to show up in the feed this is the big big image that shows up right in the middle of the timeline it's a sponsored post people are scrolling rrolling through on their device or they're scrolling down on their computer and my ad shows up just like one of their friends or family members posts on Facebook it's exactly what I wanted to show it costs more for this but I'm willing to pay for that because it's the kind of exposure I want for my ads and down here finally we get to the last step here which is how do we optimize for the ad delivery on everyone depending on the campaign type these are going to be different for us starting out with a cost per click campaign we want to start out with the link clicks which is recommended CPM is Impressions you get charged every thousand Impressions an impression is simply when they display it but I don't want them simply to display it that's very easy for them to do I want Facebook to help me get clicks because I want these people to click and go to my free offer and enter the top of my funnel so this incentivizes Facebook to find out of this 100,000 people the ones who will actually click on my uh ad because I want them to click I don't want them just to look I want them to click when do I get charged link click CPC is exactly when I get charged this means I'm going to know for a fact I'm getting either a 30 Cent click or a 50 Cent click or a 75 cent click and every time I get a click I pay Facebook for that click not just for the displays and then the delivery type we're going to go standard here actually we got to go under more options um no link click all right perfect Impressions is the other one we want the link clicks and here the delivery type standard um I sometimes play with accelerated I would say this is the danger zone for you H as you're starting out if you're not getting uh enough displays you can set it to accelerated but what can happen is Facebook can spend a lot of your money really fast it's essentially an auction and if you have a low bid at the auction you could say hey accelerate me when my 25 cent per click bid goes and um they'll give you all the ads clicks they can when the bids get down to your 25 cent per click level but the challenge is you could spend 3050 70 $100 like that um I've actually spent like $800 overnight on accident I only made about 200 250 back on that so uh I use this from time to time to try to juice my campaigns but sometimes it bites me in the ass and I would recommend just sticking with the standard delivery um let's go back up here real quick so one thing I skipped um again they they've moved this is these Advanced options so we have the ability to kind of tweak who what devices get to see um our our ads right so one of the tricks I've heard is people going on the iOS devices and you could see iPads iPods and iPhones you know you can remove the iPads you can remove the iPods um you can add back the iPads if you want um you should do this based on what you know that your kind of subscribers and your customers want another kind of cool hack that some people do is to only display to like iPhone fives and better so you can enter literally all of the iPhone 5es I did a fifth generation iPod touch and then all of the the and the sevens and what you're doing with this is is essentially saying you know have these people bought a new phone have these people spent $500 to $700 on a new device in the last I don't know couple of years right how long have the FES been out I guess three years um and what this does is it kind of like keeps from showing to people who are still on like Apple iPhone 2os you know they haven't updated their phone forever because they're they're cheap and and the odds of someone that cheap uh purchasing from you go down significantly but what you're going to know notice is our reach is now tiny right we're only 49,000 people so we might want not want to do that we might want to leave it set to all mobile devices and keep this up to 100,000 if you're sitting at like 500,000 and you play with those and you get it down to 150,000 might be worth it in this scenario I want the reach more than I want specific people on specific devices we can go back and take care of that uh later so one other thing we missed here is the bid amount and on the bid amount it has it set to automatic and Facebook's going to set the bid that's going to help us get the most clicks at the best price I don't trust Facebook I don't trust Zuckerberg I know that Facebook's interests are focused mostly on the investors and they care more about getting good return on investment for their investors than they do about making this uh positive experience for me as an Advertiser so I like to take control of my bidding and you'll notice these cost per bids appear to be absolutely ridiculous right like I would never run a $3 per click campaign I don't even run campaigns for a dollar a click what I do here in this situation is I'm going to put in about 85 cents per click and I'm going to run it and I know for a fact that Facebook's like yo buddy like you're way underpriced here and this is where what I would do is I will run this campaign and I'll monitor it for the first day if I get zero Clicks in the first day I'm way under bidding what I would then try is setting it to accelerate it and I would monitor it very very closely every half hour to hour I'm refreshing my stats to see if I've got any clicks at all at an accelerated Pace at this lower price and what I would do is I would end up creeping this forward until I see that the accelerator is just cranking out clicks and I'm getting lots and lots and lots of clicks and my ad spend will kind of spike in a half hour hour or two hours and by Spike I mean I'll spend $1 or $12 right it's it's going to spend a good portion of my daily budget relatively quickly when I see that happen I change it back to the standard delivery and I continue to monitor it and see if I found what is that lowest price per click I can pay to still get clicks and still get exposure on their ad platform without having to pay their redonkulous prices that they seem to advertise um also I've got the targeting that I've put in here this is really seriously affecting it uh remember I was just clicking on their suggested targeting well these are the most popular targeting that they show everyone again if you went through the previous video where we went through the steal your customers or steal your competitors customers using the audience insights tool you would not be relying on the ones they recommend you did the grunt work and you found a list of 30 different interests that no one else none of your advertising competitors know of these people so the fact that Facebook recommends all of these people to every Advertiser in my Niche is why there's so much competition and the fact that there's so much competition is why this suggested bid is an out ofc control price so when you enter your 30 that you found from Amazon you found from personal research and you found from just knowing your audience this number the odds of this number being a lot closer to a dollar a click or under a dollar a click are much higher I constantly I'll see a120 $130 per click in this range up to 2 250 and I'm constantly still getting clicks for as low as 40 50 60 cents it takes a little bit of fiddling with these um kind of optimization and delivery options but for me that's what I like to do because I've got the time and again I'm just trying to find the low hanging fruit the cheap clicks that convert and turn into customers and when I find it I just let it run and I don't tweak with it anymore when when my numbers start working I stop playing with things and I just let Facebook run my $30 a day or whatever my budget is so at this point wow we're we're like 26 minutes in um we have covered indepth the entire adet level which is really powerful here so the one thing you might want to do at the end here is based on what we did on all of these kind of uh settings we may want to come up to the top right and go here and say uh so it was us GB Au all 50 what was it uh 45 to 64 um and then you can even say like iPhones 5 plus right so if that's what you ended up doing in this target that's what you can set it as and then what we have the ability to do is actually duplicate this ad set so you get all the exact same numbers it duplicates your budget so you would spend double but what you can then do is let's say you could set it up to let's say we have this one set to men and we go set the duplicate up to women and we're literally running at the same time the same campaign towards men and the same campaigns towards women so we can see through the data Are we more profitable advertising to women or men and when we know when we have data that shows one of those two demographics one of those two genders is a better deal for us as an Advertiser we then know all of our future ads run only to that gender and it saves us a lot of money down the line so we're not showing ads to the gender that has a smaller likelihood of taking the actions that they want got pretty geeky here to be honest with you um and that's that's okay because if you're really in this level of running these kinds of ads and getting these going it gets kind of geeky uh I'll be perfectly honest with you here so what we would do here is review our changes and upload I'm not going to do that yet because we're going to go on to the next step here which is create ads and that's the next video of where we're going so we've got these ads we've got this ad set all set up that's enough for this video so again I'm miles Beckler with Miles becker.com thank you very much I commend you on going through this far most people never get this far inside of their marketing and I can tell you from 100% personal experience getting to know and getting comfortable with this tool combined with optimizing and managing and building my funnels has totally revolutionized my business and has taken me from kind of a wantrepreneur and and someone who had a side hustle that that paid enough for his lifestyle to being a successful business owner I now can measure my investment in advertising and I can measure my return on that investment and I'm able to scale my business online thanks to literally these few tools that we've covered here so if you like the video give me a thumbs up here in Facebook leave me comments if you have any questions and subscribe to get the next video when it comes out because we are going into actually create some ads once this is done thanks again for your time do appreciate it