Getting right into it, if we get a little bit too ahead of you, it may be because there are some videos you've might not have seen yet talking about power editor or some of these other things. It may make sense for you to go back and watch those videos. We're just going to move ahead. Again, if you have any questions, go ahead and leave comments below or mention them in the group and we'll make adjustments as we can just so you can get the most value from this as possible.
Getting into like ads, we always like to set up all of our campaigns when using power editor. This is ads manager, click through the power editor. Remember first to download the power editor, so it's at the campaign level that you're going to make a decision on what your objective is, so when you're creating your campaign, that's when you're going to select page likes. That's what this will be all about. Right here you want to select page likes. We always like to go with the option route. It's always worth testing. You can go into testing ... I always suggest test, test, test. It's so easy to get into a habit of finding out what works and sticking to it. You should find what works, put about 80% of your energy towards that and 20% of your energy to continue to try to find new improvements that you can make.
Anyways, I'll try to point out what we do and what's successful for us, and I would encourage you to do your own testing and find out what works for you. What we're going to do is we're going to create a new campaign that's for page likes, and you want to be specific with what your goal is with your page likes.
Testing For Success
The next thing we want to do is create an ad set. We went through targeting and audience insights in that previous video, and it runs true regardless of which campaign type and objective you're going for. You can select the page that you'll be running likes from right here, so we can go ahead and select a page that we'd like to run our test from.
Like I was saying, the beginning when we're starting our like ads, what we want to do is we want to test multiple different pages. We may have a page in mind. It could be our brand page. If it's our brand page, obviously we're going to be running all of the likes to that specific page. If we're trying to figure out our fan page viralocity strategy and trying to decide on which community page would be best, I suggest testing multiple page names in the beginning. That would be creating multiple pages and putting content on those pages, run through that process, create those multiple pages. That way you can get the best image and page name that's going to get the attention of the most people in that specific topic of interest and for that specific community you're going to build.
Setting The Best Budget
At this level, the ad set level, we're going to make decisions on what our budget is. We like to stick to five dollars per million to up to 20 dollars per million when we're running our like ads. That way we're going to be most efficient. If we're spending more money per one million people, we'll burn through that audience really quickly and they'll be a fatigue with your ads more quickly. You can usually get any of your ad sets with the same creative to get success for months at a time, up to six months, even a year sometimes if you've got your audience correctly set. You keep an eye on how many of those people are seeing your as daily and continuing to look at the reporting and making sure that that ad is continuing to perform. That would only be possible as long as you weren't overspending on your budget.
We'll talk later when we talk about scaling about how if you want to spend more money rather than increasing the budget on one ad set, I would create multiple ad sets and change up your audience targeting to increase your span, but we'll talk more about that later in the audience part in the scaling video.
The next step after the budget is your schedule. I always suggest setting this during the testing phase, I would start your testing immediately. You don't necessarily need to start it at 12:00 AM the next day, but just keep in mind that your cost per like is going to go up. If you start your like ads in the middle of the day, Facebook doesn't have the opportunity to get 24 hours to really figure out where your like ad is going to fit in in their available space, so your cost is going to go up. You can start immediately with the plans of shutting the thing off regardless of once you get data, but we always suggest Monday, Tuesday, Wednesday, Saturday, 12:00 AM. That is the best time to start those ads regardless of where you're at.
Facebook Timing & Loving The Women
You want to give Facebook 24 hours to run your ad that first day to make the decisions on placement and what the cost of your ad is going to be.
At the ad set level, that is also where you're going to select your audience. Going back to the video about audience insights and targeting, this goes back to your dream 100 and your customer avatar. What's that customer avatar? Exactly who are the people we want to build this page around? Women are predominantly the people who give the most engagement regardless of the niche. It's crazy, but regardless of the niche, women engage on content on a higher percentage than men just straight across the board. With that being known, it would make sense if you were going to pay for likes for a page, you would want to pay for women because that way you would give yourself the best chance for that page to grow with women encouraging engagement from your fans. I would definitely test running like ads to women so that you could build your page with people who are going to engage with your stuff.
Selecting The Language & Audience Size
For the most part, depending on the niche, you're always going to want to select English. This is where you put in your interests. Depending on your customer avatar and your dream 100, this is where you're going to start to build your group of interests, and we'll talk later in the scaling video and the testing video specifically how to go about making decisions on where to push things forward. Just initially starting this like ad, the best case is to put a group together, group your audience fairly broad so you can start the process of making a decision on your creative first. Start with your creative, scale with your audience, and I'll continue to say that through all these different campaign objectives and these different ad types. I'll continue to say that. You want to test with your creative and you want to scale with your audiences.
I'll talk a lot more about scaling and testing in those later videos, but for now, the idea being if you're just creating your like ad and starting out, get an audience size of 10 to 20 million, something that you could spend 20 bucks on and get a good idea of a broad audience of where your like ad is going to perform. With like ads, you'll know very quickly ... if you started at 12:00 AM, you'll know by 8:00 or 10:00 AM how that like ad is going to perform. If you're getting good results, if you're cost per like on a community page is less than 10 cents, and if your cost per like on a brand page is less than 50 cents, you typically will have a pretty good start to that like campaign. You'll get a good idea of how things are going, but we'll talk more about that in the testing videos later.
Setting Up The Best Ads
Once you've set your audience, then you want to go into setting up your ads. You can create multiple ads per ad set. The ad set is where your targeting is going to be. The ad is going to be where your creative is going to be, and at the ad level, the creative is what you want to test first. What we always do is we like to put three to five ad creatives whenever we're starting a test for like ads. Whenever we're creating a campaign for like ads, we always like to start with three to five ads and three to five creatives where we're going to get an idea of what is going to get us success with these like campaigns.
From here, I like to select all of my ads at once, and I like to make decisions on these initial cross ad decisions. For the most part, with the text and the creative, this is what's going to be right in here. This is what's going to end up being right above your image and what's going to be very important. This is where you want to make a direct call out to your ideal customer, your customer avatar. You want to speak directly to them right here. This is where you have your opportunity to tell them everything you want to tell them. This is exactly where it's going to be. Go back to the copy video that I did and walk through those three main topics.
There's five steps, but three main steps which will be to call out directly to them, talk about the benefits and then lastly, give them a call to action.
In here, something as simple as testing, "Arianna Huffington, question mark" is a great way to get people's attention. "Arianna Huffington fan, are you ... Are you an Arianna Huffington fan?" You're going to get an immediate reaction from somebody who sees her face, sees her name. These questions are a great way to get feedback people on ... You'll know immediately. During this initial when I'm first setting up my campaign, to start with a creative as far as your copy that is straightforward and simple. Start with simple copy and then you want to test your images because the first thing, the most impactful piece of any creative is the image and making sure that you're narrowing down what your top three images are is critical when you're starting this process.
Go with a simple text. This little headline for the right column is over here. You can see what it will look like. That's optional so you don't necessarily need to put that in. This is where you want to select your image type, so 1200 x 444. Going back to the image video and using Canva, make a selection to create an image that 1200 x 444 exactly, select that image, put that in, and you'll see exactly what that looks like.
You want to upload your image once you've got one that's 1200 x 444, you put that in there and upload that thing, and it will tell you exactly what it's going to look like. You can crop it, you can make your adjustments, and you can make sure that that thing's going to look really good.
Images of people looking directly at you typically grab the attention of people in the news feed the best in like ads. Any type of ads, people looking directly at you, one person looking directly at you is typically a really good way. Really good colors, black and white also work really well. Nine times out of ten, what actually works the best is a nature background, just a simple nature background with a quote over the top of it. You can select an image real easy here on Google images label for reuse with modification. Select an image, upload it here into Canva, choose your dimensions, 1200 x 444, and then you just throw your image in here.
Simple, straightforward, that will work just the same as a real short video, and this is something that we found success with in the past is a real short video that gives value in 30 seconds where people can get immediate value and find out why it would be of interest to them to like and follow your page.
I think it works the same where an image with a quote over the top of it is something that people can immediately connect with, and they can say, "Yeah, I like that page." It's oftentimes why this quote is better than an image is if the image of the person isn't necessarily famous. If you're not targeting a group of people who already like that person, then it's unlikely that a face will work the best. Oftentimes, this is where we'll use either a video, which is a short 15 to 30 second video with an immediate value people can take action with or a quote like this that stands out that will give people an immediate good feeling that will say, "Okay, yeah. I can like this page because I like this quote."
Test, test, test. Literally, test as many images possible.
You can make a decision to either put a headline, this is optional in here. You could see what this looks like, and that's so important when you're researching. I always like to allow Facebook to place my like ads wherever they see fit. We find that if we give Facebook reign to select where their placements are going to be, it allows us to get the most efficient use of our ad spend, but what you want to make sure you do is go in and look at each of these placements and that your like ad is going to look good in each place.
Once we've got that going, we've got a good idea of exactly what our ad is going to look like. I would select a super simple copy to begin with. Go with as many different images as possible. You can duplicate your ad set, and what you do is you select that ad set, you duplicate a second one, you keep the same exact targeting, but you select with that new ad set. You can select only that ad set.
You've got to delete recently created. You select only that ad set by clicking that button up there. You go here, you're only looking at the images from that ad set, and then you can make adjustments to each one of these images individually.
For this one campaign of like ads, you would have 10 images that you would be testing. Each ad set would have 5 images. That's usually what we do. We create multiple ad sets sending the same audience as long as the audience size is large enough and we're not overspending for our audience size, then we'll have a good test. That will be the beginning of our like campaign. That's the basic breakdown.
Test, test, test. Get to our test video to get a better idea of how we do our testing. Go to our scaling video and our reporting videos, look at those later videos to see how we take this process forward, but this would be the initial setup of our like campaigns, the thought process we're going through. This should give you a really good idea of where to start. If you have any questions, let us know below in the comments. Any successes or any additional questions you may have, you can also reach out in the group, the inner circle, and we'll look forward to seeing you guys in the next video.