Running Effective Facebook Ads

Sean Douglass
A free video tutorial from Sean Douglass
Journalist, podcaster, and digital strategist
3.7 instructor rating • 1 course • 1,035 students

Lecture description

In this first lecture, learn how to run targeted Facebook ads that earn followers for less than one cent per person.

Learn more from the full course

How to Quickly Grow Large Social Media Accounts

Lesser-Known Hacks for Building a Huge, Engaged Following on Facebook and Twitter (with Any Budget Size)

01:02:08 of on-demand video • Updated

  • How to Convert Facebook Post Engagement to Free Page Likes
  • How to Create Targeted Facebook Ads that Earn Follows for Under 1¢/Person
  • How to Maximize the Organic Reach of a Facebook Post
  • How to Grow Facebook and Instagram Pages Simultaneously
  • The Right Language and Structure to Make a Tweet Go Viral
  • How to Use Targeted Demographics on Twitter to Gain Thousands of Free Followers
  • How to Become An Influencer and Earn Money Just By Posting on Social Media
  • How to Manage a Large Online Community with Over 100,000+ Real Fans and Followers
English [Auto] Hi and welcome to social media is easier than you think. How I get hundreds of thousands of followers for free or less than a cent My name is Shawn Douglas and first of all if you're watching this. Thank you for purchasing this video. I hope you find these strategies as helpful for you as they have been for me. I am not any kind of social media guru. I am just a journalist and a podcast there and a playwright who is looking for ways to bring new people to his work. I was looking for more readers and listeners and I was doing the social media hustle like everyone else I had talked to consultants I taken an online course I'd been reading as many online resources as I could find and I just wasn't really getting the results I wanted. It wasn't necessarily bad advice. It was just a lot of the same thing over and over again. Finding the right times to pose tracking your audience demographics things that are good ideas but not really the game changing advice I was looking for. Social media was still such a slow drip. It was such a hustle to keep working to bring people in and not always knowing what kind of results the poster was going to get and after a while after just continuing to experiment with these different platforms and learning as much as I could. I came up with some tricks that just worked so much better than anything else that I had been doing. I was getting lots of people in really easily for free or for less than a sense and you really can't beat that. And I thought this is this has been so good for me. I really want to share this with other creators or other business owners or other people out there that are trying to get more people to see what they're doing on social media. So as you can see this is a very informal presentation that's just going to be a powerpoint and a microphone on my computer. I know this sounds not quite perfect. The essays are a little harsh but I'll work with it and overall there should be more than enough for me to get my information across and get you growing your accounts in no time. So with that we're gonna start with Facebook and we're gonna look at the Facebook ads manager. If you don't know how to get to this screen it's through Facebook business manager and you'll want to log into that with your account information. If you've never done that before and then go to the section where you can create ads within the Facebook business manager and you're gonna get to a screen that looks like this. I have obviously blurred out my information so you're not going to see all the individual ads that I've been running but I'm going to show you how I run ads that get followers for less than a set. I do have a lot of free strategies too. So if you're thinking like oh no I don't want to pay anything. We're gonna start with a trick for ads. But after that we're gonna do strategies that are free so don't worry. But for this first one we're gonna create an app and you can do that by clicking this green create button. And when you create an ad it's going to be divided into a few different categories. So the first category is campaigns and that's like a folder within each campaign you're going to have groupings of ads that are ad sets and then the individual ad itself will be under the ads tab. So it might seem a little complicated at first to have these three different sections when you you might think of your ad as just one thing. It actually fits into three different tabs but I'll show you how all of that works. And I'll walk you through the process of creating ad right now. So when you click Create it's going to take us to the next screen to build an ad. All right. Now we're going to create a new campaign for our marketing objective. We're gonna say engagement and for the kind of engagement we want we're going to say page likes and you're gonna give it a name. Call this example. Typing early microphones I might be in the library here. We'll call it example. And then I'm not going to do anything with any of these other features there. Good to know about for example this one could do a b testing for different kinds of ads and you can look at how to optimize your budget in different ways. But since this is just a very straightforward presentation on a particular Facebook hack that has worked really well for me I'm not going to go into all these other features but if you want to take the time to learn how they all work that could be useful depending on what your different goals and objectives are for different kinds of campaigns. But we're just gonna go ahead to the ad sets now. Those were the traits for the campaign. Now we're moving onto the ads that come up with another name for it. Let's say example we're going to choose a page a few different pages I've worked with here. But just do my page as an example. Not going to do anything with custom audiences and then for location it's gonna be really key. We'll say worldwide we want to run everywhere because that will help us get the cheapest ad markets possible. And then if for include and exclude. I'm not going to use this right now either I'm just gonna include everywhere. But if you were targeting a more specific location like if you were running an ad in the United States but you wanted to avoid a more expensive area like California you can do exclude and narrow down your demographic that way. For now though will this run worldwide include everywhere then for age. I'm going to pass that for now. We'll do all genders all English speakers all genders all English speakers and then for detailed targeting these are going to be the interests of the people we want. So choose something that's really in your niche. This presentation is targeted a little bit more artists so let's say you're an author might want books or maybe something more specific like science fiction or fantasy romance. If you're a musician you might choose what type of music you do. If you're a business because this absolutely works for not artists to just choose whatever it is that your business does. Maybe it's fitness Maybe it's food. Maybe it's loans. Maybe it's anything that you might have your business structured around whatever interest you want to target. That's what you put here. So for this example let's just say you're targeting pop music. Let's say you're a musician you're trying to get your music out there. That's what you create and you want to target people that are interested in that kind of a creation. Now for audience size they'll show you whether you're too specific or too broad or somewhere in between which is a good place to be. So this is a large audience but it's not too broad. And that's exactly what we want. If we look at how many people on Facebook like pop music it's more than 600 million. So that's a lot of people that it has in front of. And over here we have our estimated daily results. These are not that accurate. And Facebook even has a little disclaimer that says they're not that accurate but it's still good to look at when you're tweaking the different features of your ad to see what seems to be doing better or worse. So let's play with this a little bit. Right now it says it's estimating us at three under ten to nineteen hundred likes. If we play with this at all. Can we get that to change. May we bring the age bracket down just a little bit. That that actually didn't change anything. If we bring that down what does that do. That doesn't work. Seventeen hundred still seventeen hundred liked what we started with. Play with that. Bringing that down a little bit more well let's keep it there. It looks like that's a good range to get. We'll do 18 to 60 people who like pop music who live anywhere in the world who speak English and are any gender. And now we're going to make sure we never spend more than a cent per person by setting a big cap down here where we choose our our budget and how much we're spending for big strategy. We're going to do one set means we'll never spend more than a cent for a page like and Facebook won't serve our ads in areas that would charge us more than a cent. This is really huge because now we're accessing everyone in the world but we're never spending more than a cent on a person and the rate at which those followers are gonna come in will depend on how much you spend with your budget. Facebook is going to try to use up whatever you set as your daily budget every day but because there are a limited number of places that can really serve an ad for less than a cent they're going to come in fairly slowly if you have a lower number here. That does not mean you have to spend a lot of money because you're getting an excellent deal. You're spending less than cent for every person who comes in you can get 100 people for a dollar more than that. So you don't have to spend a lot of money to get a lot of people. But if you want them to come in faster you can put a larger amount in here. One thing I've noticed which is an interesting trick and you don't have to do this if you're not comfortable with it but you can put in a larger number here and know that due to how limited the placements are for ads that are less than a century Facebook won't be able to spend a larger budget. So it'll work to spend that amount and they'll serve the ads more quickly but you won't actually end up spending everything you set for your daily budget because there just aren't enough ads to place to spend that amount of money. So you can play around with it figure out what you're comfortable with. You never have to spend more than you have in your own budget and you can still get a lot of people. But if you want to play around with possibly saying you know a thousand dollars as your daily budget which is something I played around with a little bit and I definitely didn't end up spending that amount of money. But if you want to play with a slightly larger amount and just see whether that lets the likes come in faster. Just keep an eye on your ad while it's running. You're only spending a cent at a time so you don't have to worry about getting away from you. So just keep an eye on it while they're coming in. And then when you feel like you've gotten the amount of followers you want you just cancel the app. So setting a higher number will at least allow it to serve it faster without you having to worry about more money getting spent than you want. Again it can be maybe a little risky for some people if they just feel uncomfortable putting a larger amount in there or an amount that they don't want to spend. You do have to end up watching the ad and then turning it off when you're done but you really don't have to worry about spending more money than you feel comfortable with this as long as you're checking in with it. So let's say in this case that we're not going to try to play with the rate at which the ads are served or or put in a large amount. We'll just say we're running twenty five dollars a day we're still going to get a lot of likes for that small amount of money and then that's as much as I'm going to do with these sections right now. We just need the one cent bed cap just need to say how much we're going to spend every day and pick a good niche for the ad to run in. Now we're going to move on to the traits for the individual ad itself once again come up with the name example this part is just to prove your identity. If you want to run a political ad if that's something you do want to do you're gonna have some difficulty running that worldwide. Facebook seems to prefer you run those nationally rather than worldwide because different countries are going to have different things you have to qualify for. So if you do want to run a political ad you do have to get authorized and you need to prove your identity and you can do that under your settings under authorizations but for now we're not running a political ad so we're just going to say this does not relate to an issue of politics or an issue of national importance and then for our image Facebook saying to give you a default image. This one's a little silly so we're not going to use that. We can browse our library or we can take an image from free stock images. So let's look at what free stock images they have for music. You're going to want to do something more specific to you. But just for this example here let's see what they have for music. You really don't have to think too hard about the ad you just want something that's immediately recognizable as something related to you OK. I guess that's music related all right. So you have something related to music and then or whatever it is your brand does. You do not have to think too hard about it. I know I just said that but you don't have to think you don't have to think like I have to come up with this extremely captivating picture. Just come up with something really straightforward. That shows you doing your thing or your business doing its thing just something that's going to stand out without necessarily having to be too high concept. Ok so we just want a simple picture of something music related and then for our text I'm going to just put out a very simple appeal and say love pop music then like this page again you're gonna use whatever is in your niche. So love blink then like this page and that's as complicated as this has to be. You could do more information if you want. Sometimes I like to say with mine like then like this page for interviews a podcast or a little bit of more of a description of what I do. But you don't have to do that. You can just put this very simple appeal out there. People will see that they'll know that they fall under that niche and they'll like the page if it looks interesting. It's simple but I found that it's really effective and really works at getting a lot of people to like your ad one other thing you can try. Which is a little bit more gimmicky but if you aren't too concerned with having a particular niche let's look at my library here with another thing that I ran this was for cat page that I was just experimenting with I found that if you want a general audience who's not too specific to a particular niche you can target people who like love and people who like Love Will like anything that has to do with loving things. They're just people who are more inclined to want to like a lot of things on Facebook. A lot of the people who'd like Love are 13 14 15 year olds younger people. And so for this cat page that I was just experimenting with I had a picture that just had a cat that said I love you and it said you know you love cats. Then like this page and people liked it just because they liked cats they didn't really even think about what the page was about. They weren't thinking oh I want to get updates from this particular brand or anything like that. They were just people who liked Love and they liked liking things that were related to love. So if you want a really easy audience to target you can do people who like love. They're very broad though. I would not recommend them as a first choice but if you want another interesting little hack people who like love are more likely to like pages and you come up with a picture that combines love with what you do. You will get people who like love to like your brand too. Again it's not the best way to get a targeted audience but if you just want a lot of people that's one way to do it. Otherwise I would say stick with the love blank. The thing in your niche then like this page maybe give a little bit more description of it but stick with this general template and they'll work really well for you. All right. And that's how I run Facebook ads that generate a lot of followers.