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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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