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Art et designTranscription
00:00 After the changes to Apple on iOS in 2021,
00:03 to better protect the private lives of users,
00:06 the increase in competition,
00:08 the increase in CPMs,
00:11 the costs for milling,
00:13 is it still possible to get results
00:16 with advertising on meta platforms
00:18 like Facebook or Instagram?
00:20 The answer is yes.
00:26 But you need the right ingredients
00:28 and the right approach.
00:29 Let's start with the ingredients.
00:31 The first ingredient is a desired product
00:35 whose benefit is easy to understand.
00:38 The second ingredient is a hungry market,
00:41 easy to identify,
00:43 which is ready to buy the product
00:45 either because it is desperately in need
00:47 or because it has an irresistible passion
00:50 to satisfy in this product category.
00:53 The third ingredient is an irresistible offer.
00:57 To be irresistible,
00:58 the offer must bring much more value,
01:01 that is, benefits and gratification,
01:03 than the effort consented.
01:05 The effort can be the expense,
01:08 the time or other factors perceived
01:11 with the purchase of the product,
01:13 such as the opinion of the environment.
01:15 The fourth ingredient is to have or be ready
01:19 to create a lot of creations and texts,
01:21 each with different communication angles.
01:25 Because today, what works
01:27 much more than a specific targeting
01:29 is to spread a lot of creations
01:31 and different communication angles.
01:33 The fifth ingredient is to have
01:36 the right campaign structure
01:38 with the right targeting
01:40 and the right mechanics.
01:42 We'll come back to that.
01:43 So, do you have these five ingredients?
01:46 A desired product,
01:48 a hungry market,
01:49 an irresistible offer,
01:51 a lot of creations and inciting texts,
01:54 and a winning campaign structure?
01:57 Good! So let's get down to business.
02:00 The first step in creating a Facebook campaign
02:03 is to create a portrait of your marketing target.
02:07 But that's not enough.
02:08 You also have to create what I call
02:10 the "inverted portrait",
02:12 that is, people you don't want to target.
02:15 You can learn more about this
02:17 in the Facebook advertising program,
02:20 which prepares you to be an ace
02:22 in advertising on the meta platforms.
02:25 Then you can identify and set up
02:28 the mapping of your ideal client's influence circle
02:32 to identify and know
02:34 who is influencing them.
02:37 The second step is to gather all the assets,
02:40 that is, the creations and texts
02:43 that are in your possession
02:45 to promote your product.
02:47 Make sure they are calibrated
02:49 for the target you have defined
02:51 in the first step.
02:53 The third step is to make sure
02:56 that all the tracking links are in place
02:59 on your site and on Facebook,
03:01 namely the Pixel Meta
03:03 but also the conversion API.
03:06 Test the device to make sure
03:08 that the content view events,
03:10 the basket add-ons, the initiated check-out,
03:13 or even the purchase
03:15 are correctly reflected in the Business Manager.
03:19 You can use the Chrome extension Pixel Helper.
03:23 The fourth step is to prepare
03:25 your personalized audiences.
03:27 They will be used to target.
03:30 You can create personalized audiences
03:33 on the content views,
03:35 visits to your website,
03:37 engagement on Facebook or Instagram,
03:40 video views or initiated payments.
03:43 You can also upload a list of prospects
03:46 and/or customers directly to the Business Manager.
03:50 Finally, don't forget to create
03:52 a personalized audience
03:54 with buyers, people who convert.
03:58 The fifth step is to create
04:01 your first test campaign.
04:03 You will configure a campaign
04:06 in which you will test different audiences.
04:09 Inside the campaign,
04:11 you will have an audience per ad set
04:14 and within an ad set,
04:16 you will test different ads
04:19 with a multitude of creations and different texts.
04:22 But don't forget to test
04:24 only one parameter at a time.
04:27 In the sixth step,
04:29 we will create another campaign,
04:31 this time with targeting.
04:33 We will target people who have already
04:35 visited your site and who know you,
04:38 that is, hot audiences.
04:41 Here, you target the personalized audiences
04:44 you have created in the fourth step
04:47 and you exclude audiences of customers
04:49 or people who have already purchased.
04:52 In these ad sets,
04:54 you will add ads with testimonials
04:56 and advantageous offers
04:58 to encourage hot audiences to become customers.
05:01 At this stage, you have configured everything.
05:04 Launch your campaigns
05:06 and wait a few days to draw conclusions.
05:09 Because the seventh and last step
05:12 is to analyze the performance of your campaigns.
05:16 You will go to each ad set,
05:19 analyze conversions,
05:21 initiated checkouts,
05:23 added to the basket,
05:24 and the click rate on your ads.
05:26 Here, you will amplify or scale
05:29 all the ad sets and profitable ad sets
05:32 that you will place in another
05:34 amplification campaign this time.
05:37 And you will optimize or cut
05:39 all the ads or ad sets
05:42 that do not work.
05:44 The essential is there.
05:46 Let's recap the process.
05:48 1. Make the portrait of your target.
05:51 2. Gather your creations and texts.
05:54 3. Set up tracking.
05:57 4. Define your personalized audiences
05:59 that will serve you to do the targeting.
06:02 5. Create your campaign to test
06:04 audiences and creations.
06:06 6. Create your targeting campaign.
06:09 7. Analyze your results.
06:11 Copy the ad sets that deliver
06:14 a good return on investment
06:16 in an amplification campaign
06:18 and optimize or cut the other
06:20 ad sets or ads that do not work.
06:23 To go further and become a pro
06:25 of Facebook advertising or meta advertising,
06:28 join the Facebook Ad Pro Workshop.
06:31 You will discover the techniques,
06:33 teaching and tools you need
06:36 to create profitable Facebook campaigns.
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