chapter 14

Lesson 4: Step By Step Facebook Advertising

Video transcript

Hey, Ezra here from Smart Marketer, for Shopify's eCommerce University, and we're about to go through our process of how we step-by-step set up our Facebook ads.

We want to use dark posts, and we've shared our content on our page, but we also want to run our ads as dark posts. What a dark post is, is it's a post that we set up that doesn't show up on our public fan page. It's specifically set up for advertising. You go into your Facebook Ads Manager, and on the left menu, you click on Power Editor. Now, you need to be using Power Editor to run dark posts, so from the left menu, choose Power Editor.

If you're managing multiple Facebook pages, which I'm assuming you are if you've got multiple eCommerce businesses. If not, you won't have to do this step. If you're managing multiple Facebook pages, then what you'll do is select the page that you want from the left-hand menu. What you'll want to do is select the appropriate page. You'll still have a little link up in the top left corner that says manage, so you just go ahead and click that and select the page that you want in the Power Editor.

Then, what we're going to do is click on the create post link, which is on the upper left, and we're going to select the video file that we want to upload. It will pop up a little light box and it will give us all these options, which you can see here in the middle of the page. The first thing we'll do is we'll select our video file. We will upload a custom thumbnail, so this is something that we can do with a dark post that we can't do with a post on our fan page. On our fan page, we can't select a custom thumbnail for the video, but when we're creating a dark post, we can create a custom thumbnail. So, we can make a thumbnail that's custom for our video.

Now, be careful with the amount of text that's in this thumbnail. Facebook doesn't allow you to upload video thumbnails or images that you're using in advertisements that have more than 20% of the image as text. You can see I have Smart Marketer in the left-hand corner of this thumbnail, but it doesn't take up more than 20% of the image, so it's fine.

Go ahead and, in the description, add your one-line description. Make sure that it's only one line, because you want to make sure that the link... you only get about 70 to 90 characters in your description of your video before it gets cut off, so you want to make sure you've only got one line, and then you've got your tiny URL, which again is a shortened Google URL builder URL, and then a couple hashtags. So, create your dark post and then click create post. It's just like creating a regular post on Facebook, except you're doing it through this interface here in the back.

You will get a notification that shows up that says your post has been submitted for processing, and please re-download your page post later. What that means is basically it's going to submit your post up to Facebook for processing, and since you're using the Power Editor, which is actually not live on Facebook, you're going to have to download the list of posts again for it to show up. Once it's done about ten minutes later, you can go ahead and click the download button, which is on the very right-hand corner of your Power Editor, and go ahead and select all my accounts and included pages, and then click download.

What Facebook is going to do is it's going to download a list of all your posts. You can see right here on this image that there are all these posts. But when we download it, it's going to pull up a list of posts and the post that we just created that will have a little moon next to it. That little moon signifies that it's a dark post. It's not published to your fan page. You just want to make sure that it shows up. If the post that you just created doesn't show up on the list and something's wrong, you want to start over. You can see the post that we just created did show up when I re- downloaded my post here.

So, I've created my dark post, I've downloaded it into my Power Editor. Now, I'm going to go ahead and go back and click to manage the account for the appropriate page, or just click back into my account if I am only running one page, and it's going to bring me into my Power Editor. My Power Editor allows me to create my ads. I'm going to click the create ad button, and I'm going to name the ad. I have to be in a campaign. You can see all the way on the left hand side of the screen at the bottom it says Ezra's Fan Page. That's the campaign I'm in, so you have to select a campaign.

So, I select my campaign, I click create an ad, and I name my ad. Under Ad Types, I select Ad, and I click for a Facebook page using a page post. That's the type of ad I'm running. I'm not running an ad for an event, I'm not running an ad directly to a website. I'm running an ad for a Facebook page using a page post, because I just created a post. I scroll down, I make sure that the correct Facebook page is selected. In this case, it's Ezra Firestone. Then, I go ahead and select the post that I just created, which is the dark post, the post that we just created. That's the first part of this.

Then, I scroll down a little bit further, and now move with me over to the right-hand part of our screen where you see it says "Placement." Now, you get to choose where your ad runs. Again, when you're running an ad normally on Facebook you don't get these choices. You don't get to choose whether or not you want your ads to show up only on desktop computers, or only on mobile phones, or only in the newsfeed which is in the middle, or only on the right-hand side bar. This allows us to really get specific with where our ads are running. It's very, very powerful.

When you're running your ads that are promoting your products, that are promoting your physical products, your direct response ads that are for your products, you probably only want to run on the newsfeed to start, and you probably only want to run on desktop computers to start, because people are much more likely to buy when they're sitting at a desktop computer than on a mobile phone. But when I'm running ads for my content, I do all mobile devices and I do it on all of Facebook. If you want to be a little bit more conservative with your budget, then only run it on the newsfeed, and only run it on desktop computers. The Power Editor allows you to select this, and allows you to make these choices. You can't make these choices when you're running your Facebook ads normally through the normal editor, like I showed you in the last video.

The next thing we're going to do is we're going to select the audience button at the top in the progress bar. That's going to drop down another list of menus for us. This basically allows us to say where we want to run our ad, what age we want to run our ads to, what genders, and what specific interests that we want to run our ads to. This is where we select the location, the age, the gender, and the interests. If you scroll down the page, under audience is where you can do your partner categories if you want to do those, and it's where you can do your connection targeting. You can target only users who are connected to your fan page, or you can target users who are not already connected to your fan page, but whose friends are. This is just an example. You would never have all three of these filled out. You'd probably only have one or maybe two at the most. I often do users who are not already connected to my website whose friends are. I do that one a lot. So, it allows you to select your targeting there.

If you click on the advanced feature, the little advanced button at the very top of the audience section, that's where you can do custom audiences if you've already created those, or you can do interested in men, or interested in women, or relationship status, or language, or education, or college graduates. You can get a little more specific under the advanced section of the audience there.

What's cool is that once you have created an audience once, when you're going to create your next ad you can click on use existing targeting group, and you can select a pre-created audience. You don't have to go and create these audiences every single time. You can just use an audience that you've used a time before. If you name that audience and if you save that audience you're able to reuse it. You can set those audiences way over here. If you look in the very left-hand corner of this screen it says campaign dashboard, image library, and then audiences. You would just click on audiences and you can save the audiences that you create over here during your ads. That's just a quick way when you're creating new ads to do the targeting is to just save the targeting, because you'll probably want to be using the same targeting on each ad each week.

Next thing that we do is we click on optimization and pricing. Now, the way that I bid is I bid cost per click, and I make my max bid three times what their highest suggested bid is. In this ad, you can see they were suggesting 34 cents, so I've bid 99 cents. Now, a lot of people bid different ways. Some people bid optimized CPM, which is essentially Facebook bids for you. That's a great way to bid. No shame in bidding that way. You can absolutely bid that way. I like to do it cost per click. Optimized CPM is also a wonderful way to bid. I have some friends who only do optimized CPM and do really well with it. Just don't do CPM regular. Do either cost per click, CPC, or optimized CPM.

Then what you do is you save that ad. That ad is now saved. Your ad is done. You've set it up. Then, what I want you to do is, once that ad has been saved, and you'll see it in your Power Editor, I want you to select it, and I want you to press duplicate. You select the ad, you press the duplicate button, and then you press OK.

What that's going to do is it's going to duplicate the ad for you. Now you're going to have two of the exact same ad. What you do is you take that duplicated ad and click on the audience button. Click into it and click on the audience button, and then set a new audience for it. I usually like to run an ad just to my fans, just to fans of my fan page. I like to run the same ad to a targeting group. In this case, you can see the targeting group I'm using is internet marketing interest. I have two or three targeting groups that I use for each ad. You can see this ad, Tactics versus Strategy, I ran to the eCommerce group, I ran to some different groups that I had scraped, like I told you about, some custom audiences that I've scraped, and I ran it to people interested in internet marketing. I create the ad once, like I just showed you initially, I set targeting on it, and then I duplicate it and I change the targeting. Then, I duplicate it again and I change the targeting. I re-name the ads after the targeting. You can see I have Tactics versus Strategy three times, but then after it I have the name of that targeting. So, I'm running the same ad to three different targeting groups to see how it does to those groups.

After you have duplicated the ad three times and you've set the different targeting on it, the next thing I want you to do is actually duplicate those three ads again. Select all three of those ads and duplicate them. Now, you're going to have six ads total. You're going to have the three that you created with the different targeting, and you're going to have the three duplicates.

So, what are you going to do to those duplicated versions? What you're going to do is you're going to select them, and you're going to be on creative. You can see here on the progress bar that creative is the first step of categorization or of options you have on an ad. You're going to change the ad type for these ads. This is Tactics versus Strategy, Ezra fans. It's my Tactics versus Strategy video that's targeting my fans, and I've changed the name to Sponsored. You're going to do that. You're going to take whatever the name is and whatever the targeting group is and you're going to ad sponsored to it in the ad name. You're going to change the ad type to sponsored story, you're going to set it about a page post, and you're going to set people liking a specific page post. This, basically, is going to create a sponsored story ad for each one of the ads that you just created. We created three different targeting groups, and now we're creating those same exact three ads, but as sponsored stories. If anyone engages with those ads, their friends will see it. You're making a sponsored story for each one of your original ads, so you'll have six ads total if you had three targeting groups.

Then what I want you to do is click the upload button in the top right-hand corner, and what that will do is it will upload your ads to Facebook. That's all you have to do. That is the process step-by-step for creating your ads in the Power Editor. When you're in your Facebook campaign, when you go to, you can set how much money you want to spend each day. You can set it for five dollars a day, or whatever your budget is. You don't have to worry about over-spending, because you can set your budget.

That's the process. That is how you use Facebook ads. That is how you step- by-step use the Power Editor to set up Facebook advertising. I just showed you some really, really powerful targeting, some really detailed usage of the Facebook Power Editor and ways to use it.

I'm going to leave you to explore Facebook ads. If you have any questions, please feel free to ask them in the comments or on my blog,, or here in the Shopify University. I will be here to answer these questions.

You don't have to make this stuff too complicated. It really is fairly simple. The key, really, is understanding how to leverage these platforms that are available to you. Facebook is a platform that is available to you, and most people just don't understand how to leverage it. They don't understand how to use it. They get confused by the Power Editor. They get confused by the Facebook advertising platform. When you break it down as just a piece of content that you're putting out to a specific group of people, it's really easy to understand. You don't want to over-complicate it. That's why I've made these videos relatively short, because I don't want to over-complicate it for you. It really is that simple, and it's oh, so powerful.

I wish you the best of luck with it. I can't wait to hear how you go with it. I know you're going to do great. I look forward to hearing about it, and I look forward to connecting with you and finding out how you go with it. I really, really appreciate you taking the time to watch these videos. I hope that you've gotten something out of this course.

I've got one more video for you that's coming up next about the different elements of a successful business and what you need to be successful in your eCommerce business.

This wraps up the Facebook advertising portion of the course. Thank you so much. This has been Ezra Firestone from for Shopify eCommerce University, and I will catch up with you in the next video.

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