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0:00Hello and welcome to the Facebook ads
0:02course. I'm really excited about this
0:04particular course. This is the first
0:06video of the course and in this video
0:08what we are going to discuss is um what
0:11should you expect from this course, some
0:12things about this course, a little bit
0:14about me if you haven't watched my
0:16previous videos and then we will start
0:19with the introduction to Facebook ads.
0:21Right? So let me tell you about this
0:24course first. So what should I expect
0:27from this course? Okay, if you have this
0:29question, so by the end of this course,
0:31you should be able to master uh Facebook
0:34ads. When I say master Facebook ads, I
0:37mean that you will have the agency level
0:40knowledge where you can basically the
0:43same knowledge as someone working for an
0:44agency and what kind of strategies will
0:47be used from the fundamentals like we
0:50will start from the fundamentals. the
0:52things you should know because I see
0:54some people who have directly jumped
0:56into working into Facebook ads they
0:58never paid attention to fundamentals and
1:00later in their career they lack um in
1:03certain things which I will explain all
1:05of them and basically you'll be able to
1:07plan and execute campaigns when I say
1:09plan so if a client comes to you they
1:12say okay we want to invest in Facebook
1:13ads this is our objective this is our
1:15website you should be able to kind of
1:17create a strategy together and tell them
1:20okay you know what this is how we should
1:22run ads for you. These are the tests we
1:24should do and this is how you basically
1:26run profitable campaigns and you should
1:28be able to basically look at the right
1:30metrics and prove to them that they are
1:33running profitable campaigns with you.
1:35What are the prerequisites? Because I
1:36discuss all these questions to which
1:39usually people have in mind before
1:41starting a course. So I thought I'll put
1:43all of them questions together so that I
1:45answer all of them. There's no
1:46prerequisites. This course will start
1:48from really the basics. the fundamentals
1:52and um then obviously we will go to the
1:55expert level. And who is this course
1:57for? This is this course is for business
1:59owners who want to run their own
2:00campaigns or who are working with
2:02someone and they want to understand if
2:04they are following the best practices or
2:06not. And then also for marketing
2:09professionals who are working into this
2:10particular industry maybe on Google ads
2:13or they just started they want to do a
2:15comprehensive course or someone who just
2:17wants to make a career in Facebook ads
2:19and learn from the fundamentals and um
2:23with deep uh knowledge and I mean expert
2:26level. Now how is this course
2:28structured? I have been training for a
2:29while and I understand that the
2:31structure of the course is the most
2:33important in terms of the learning
2:35curve. Right? A lot of efforts for me go
2:37into uh structuring the course like this
2:41is the first video and I have spent a
2:43lot of hours in just structuring the
2:45course. We'll initially focus on
2:46fundamentals and um as well in this
2:49course you will go through the
2:51theoretical knowledge you need to know
2:54talking to the clients or meetings or
2:56stuff like that. At the same time, we'll
2:58discuss about some of the strategies
3:00like the basic framework, how you come
3:02up with the strategy, how you structure
3:04your campaign, what how do you create
3:06your campaign and what things do you
3:08keep in mind and then obviously the
3:10execution. There will be a lot of videos
3:12where we will be actually going to the
3:14platform creating campaigns and
3:16discussing every step and every uh
3:18setting available in a campaign or
3:21adsets or whatever. And then I will have
3:24wherever there are the theoretical
3:26concepts and some concepts. I uh believe
3:28there's an uh it's important to have a
3:30quiz I'll add the link to the quiz and
3:33you it'll be multiple question choice
3:36but that quiz will be designed in such a
3:38way that if you missed something um in
3:40the concepts and fundamentals it will
3:42clarify further and at least you would
3:44know what you didn't understand and what
3:46you did and there will be some exercises
3:48as well. Obviously I cannot check your
3:50exercises because there'll be a lot of
3:52people who will be watching this but
3:53I'll design them in a way that uh you
3:56understand while doing the exercise uh
3:58kind of how did you do and how you can
4:01compare your work once you're done and
4:03then yes um practice online everything
4:05is free you can create all of the
4:07entities you need for running Facebook
4:09campaigns so you can practice you can
4:12create multiple dummy campaigns uh if
4:15you have watched any of my courses
4:16before then you know how this goes okay
4:18And if you haven't been to any of my
4:20videos before or any courses, I'll give
4:22you a brief about myself. My name is
4:24Oves Ahmed and I have been in digital
4:26marketing industry for over 9 years now.
4:29I think I started in 2014 and um I have
4:33worked on tech side. I worked um for
4:36Google on platforms like DFP and other
4:39um ad exchange and then I have worked on
4:42agency side. I have worked with boopin.
4:44I have worked with some global agencies
4:46let's say initiative. I have worked with
4:48some biggest uh clients um in the
4:52country. For example, I have worked in
4:53UAE. I'm based in Berlin, Germany. Now I
4:56have worked in India as well. And then I
4:58have worked on client side roles as
5:00well. For example, currently I'm working
5:03for delivery hero. And um yeah I I mean
5:06if we just talk about Facebook ads I
5:09have executed or overseen or supervised
5:12let's say 20 million spent minimum on
5:17Facebook on all the campaigns I was
5:19responsible for and um I have been a
5:21certified trainer for last 6 years. I
5:23did trainings in Google for 2 and a half
5:25years on different um ad tech platforms
5:28and I worked with variety of clients. So
5:31um I think you are in safe hands. Okay.
5:33So that was a lot about the course and
5:35myself and so we start with the section
5:38one. In this particular section we will
5:40discuss about introduction to Facebook
5:42ads. I'll give you an idea about what
5:44Facebook is what what do they have in
5:47mind like as a company and how does uh
5:51Facebook ads look like right? If you are
5:54super new to this field I'll tell you
5:56like how do the ads look like? I'll tell
5:58you why do advertisers
6:01basically create ads why do they run ads
6:04why do they spend money on advertising
6:06right what are the overall goals we'll
6:08discuss all of them in detail but in
6:10this video I'll just give you a glimpse
6:12into all these things and we'll discuss
6:15some points which are very important
6:16even if you are experienced just stay
6:18around it might give you a different
6:20perspective about something
6:22[clears throat]
6:23the first thing is Facebook and meta
6:25what is Facebook what is meta right
6:26Facebook is a platform firm like we have
6:29Facebook website, we have Facebook app,
6:31right? We have messenger app and then uh
6:35Facebook which started as facebook.com
6:39they started acquiring different
6:40companies let's say later they acquired
6:42Instagram later they ex uh acquired
6:45Oculus um the VR headset company and uh
6:48then it was still called Facebook inc.
6:50So all these products would come in
6:53Facebook inc.
6:55Recently with the hype in metawor uh
6:58Facebook changed their name Facebook
7:00inced their name to meta right so the
7:03whole com whole company is called meta
7:05now but Facebook is still an individual
7:08platform now to understand to give you a
7:11perspective about why Facebook ads is
7:13important and if you want to be in
7:15digital marketing or you want to invest
7:17in digital marketing so the current
7:20world population is 7.8 8 billion. Okay,
7:23that's the world population. Now, if you
7:25look at these numbers here, meta reaches
7:283.6 billion people each month. So, more
7:33than almost half of the population, the
7:35whole world's population, which includes
7:38uh some third world countries as well
7:40where you don't have internet like some
7:43places where you don't have internet.
7:44Some of them are infants, they don't
7:47have a phone or any laptop or anything.
7:49Some of them are really old. They don't
7:51use internet devices, right? Still out
7:54of 7.8 3.6 billion people can be reached
7:58through
7:59uh any of the meta platforms, right?
8:02Every month, which means at least 3.6
8:06billion people at least use any of these
8:08platforms once in a month, right? Out of
8:11which Facebook 2 has 2.9 billion users.
8:15They used to grow every quarter. Now a
8:17few quarters it has been kind of
8:18stagnant and Tik Tok is rising now and
8:22they are taking some of the share.
8:23WhatsApp 2 billion active users,
8:26Messenger which is Facebook Messenger is
8:281.3 billion and Instagram is 1 billion.
8:31When it comes to digital marketing, the
8:33primary objective of any digital
8:35marketing campaign is to show um
8:38basically paid ads is to show ads to
8:40people to reach out to people to tell
8:42people about a particular company,
8:44offer, brand, product, right? You tell
8:47them okay this is a product we are
8:48selling. Do you want to buy or a service
8:50or anything? So that's the objective
8:52right reach how many people can be
8:54reached. So which means using Facebook
8:57ads if you want to show your ads you can
8:58reach to half of the world population.
9:00Obviously, nobody advertises globally to
9:04all countries or everyone, but this is
9:06just to give you an idea. And 74% of
9:10people who have a smartphone and
9:11connected to the internet use one of the
9:13Meta platforms once a day. So, if your
9:17customers are or your client's customers
9:19are people who have a smartphone, which
9:21in most cases it would be true, then 74%
9:25of the people use any of the meta
9:28platforms on their smartphone. So which
9:30means you can reach out to 74% of the
9:32people. Why I'm telling you this is
9:34important for you because later when you
9:36create strategies you talk to the
9:38clients you need to know these kind of
9:39facts right and uh it gives you a kind
9:42of a perspective now specifically that
9:45was about meta platforms and their reach
9:47and how many people now talking about
9:50Facebook ads now right 90% of the
9:53marketers use Facebook ads in my 9 years
9:55of career I have never seen a client who
9:58has a digital marketing budget and they
10:00do not use Facebook ads
10:02I'm telling you frankly 100% of the
10:05clients I have ever worked on if they
10:08run ads online they use u Facebook ads
10:12but as per the stats it says 90% maybe
10:15there are certain industries who run
10:16only Google let's say it's uh app
10:19developers they have just small budget
10:21they prefer running it on Google ads
10:23running UAC campaigns app campaigns
10:26maybe there are 10% which is a small
10:28number 20 to 30% of all digital spend
10:31went on Facebook ads in 2022. I'm not
10:35surprised. So all the media buying, so
10:39all the advertisers who spend their
10:41money on online advertising, 30% 20 to
10:4530% of that spent went to Facebook. It's
10:47a huge number because there are so many
10:49platforms where you can advertise. There
10:51is Google ads, there is DV3, there is
10:54Facebook ads, Tik Tok, Snapchat,
10:56LinkedIn. These are all snap YouTube.
10:59These are all like social media. And
11:01then there are websites there are
11:02millions and billions of websites big
11:04websites there is Shopify there is so
11:07many places to advertise basically and
11:10if one of the partner which is Facebook
11:13is taking 20 to 30%
11:15it's huge basically it's the second
11:18biggest Google takes almost I think 30
11:21to 40% based on the research because
11:24nobody can tell you the exact so based
11:26on the research 30 to 40% of all the
11:29online digital spend goes to Google and
11:3120 30% goes to Facebook and rest is like
11:34spread across other platforms but this
11:36is just to give you an idea how huge
11:38Facebook ads is right certain companies
11:41just run Facebook ads there all the
11:43media spend goes to Facebook ads because
11:45it gives results which we will discuss
11:48in detail because that's what this
11:50course is about now I want to give you
11:53we'll discuss all of them in detail in
11:56when time comes but I want to give you
11:59an idea that why do advertisers use
12:02Facebook ads? Now each of these
12:04companies has one or multiple objectives
12:07why they use Facebook ads and Facebook
12:09makes their life easy and makes their
12:12algorithms support them in these kind of
12:14goals. Like when an advertiser or a
12:17company spends money on advertising,
12:19they have a particular goal. We want to
12:20improve sales. We want to do whatever.
12:22Let me give you a brief idea about why
12:24do advertisers use Facebook ads for?
12:26What what kind of goals do they have?
12:28Right? We'll discuss all of them in
12:30detail though. So the first one, this uh
12:32picture here shows that these are six
12:35objectives which Facebook asks you
12:37whenever you run ads on Facebook. The
12:38first question it asks you is what's
12:40your objective? So you'll have to select
12:41one of these six. Now some advertisers
12:44use multiple ones because they have
12:45multiple objects which objectives which
12:47I'll explain but just to give you an
12:49idea. The first one is awareness. Some
12:53companies they want to create awareness.
12:56For example, let's say iPhone is
12:58launching a new phone and they want
13:00people to know about it. That's it. They
13:02don't want anything else from the
13:04Facebook campaigns. They don't want tell
13:06Facebook, okay, when we run campaigns,
13:08we should get orders online. They just
13:10want people to know that iPhone is
13:12launching a new product, a new phone,
13:15right? And rest, they have already done
13:18different kind of marketing that people
13:20will buy it. It's just they want people
13:22to know, right? This is one example. A
13:25company has a new offer. Let's say a
13:27winter sale, summer sale, whatever. They
13:30just want people to know, for example,
13:32Colombia wants people to know that,
13:34okay, uh we have a summer sale, right?
13:37People will see it. They will go to
13:39their shops, retail outlets, and buy
13:42stuff. But using Facebook ads, they just
13:44want people to know, right? And then a
13:48restaurant, new restaurant, uh let's say
13:50near my house, new uh Pizza Hut, uh
13:54opened a new store there, right? Uh a
13:56restaurant there. So they want people in
13:57this area to know that okay, we opened a
14:00restaurant, this is the address and
14:01whatever. And then there is top of- mind
14:03awareness. Some people, some companies,
14:05they just want to create top of- mind
14:06awareness. So for example there are
14:08companies who cannot basically everyone
14:12is their client but they wouldn't know
14:15when somebody will be their client right
14:17let's say dating apps right dating apps
14:19they use a different kind of strategy
14:21they tell they reach to almost everyone
14:24in a particular age group and tell them
14:26okay you know what Bumble Tinder we are
14:29a company we are the best dating app
14:31blah blah blah whatever they have to say
14:34and they don't expect everyone to
14:36install it right away because they just
14:38want to create top of- mind awareness.
14:40So when somebody needs a dating app and
14:43they're like okay I want to do I want to
14:45go for online dating and whatever the
14:48first thing they open their app store
14:49and download Tinder or Bumble or
14:51whatever right these are kind of
14:53companies who just want to create top
14:55of- mind awareness within people and so
14:57whenever they need they know where to go
15:00[clears throat]
15:01then the second one here is traffic. So
15:03a simple example would be like companies
15:05they want to run Facebook ads their
15:07objective is just to create uh traffic
15:10to their website that's it for example
15:11bbc.com sometimes when they have a
15:14dipping traffic they see that in certain
15:17market we don't have much traffic on
15:18bbc.com website they want to generate
15:20more traffic to their website so that
15:22they can show ads and earn money and
15:26that's what they do so they create
15:28Facebook campaigns their objective is
15:30traffic they select this they tell
15:32Facebook all we need is to generate
15:34traffic to our website and then there
15:36will be increasing followers viewership
15:38interaction brand love this
15:40[clears throat] is for certain companies
15:43because if you see let's say you hear
15:46about a particular company you know what
15:47this particular company they sell
15:49custommade watches and whatever you go
15:51to their Facebook page or Instagram page
15:53and they have like 370
15:551,000 5,000 4,000 followers you'll be
15:57like oh I'm not sure about this company
16:00all the companies understand that they
16:02need to have followers as a vanity
16:05metric to show tell people that assure
16:08them that okay you know we have online
16:10presence and all. So some people run
16:12Facebook ads just to increase followers
16:14on their Facebook or Instagram or
16:16whatever and some people want to have
16:19views. So for example there are a lot of
16:21uh budding [clears throat] artists some
16:23established as well when they release a
16:25song on YouTube or u a trailer of a
16:29movie a company releases they push a lot
16:33to increase views on their trailer
16:35videos and stuff so people be like ah
16:38this video has a lot of views people are
16:40interested just create a hype right this
16:42is just one example
16:44and then brand love some people have
16:47different kind of posts and They want
16:50people to kind of interact with their
16:52brand and so for example Coca-Cola is an
16:55example. So when Coca-Cola runs
16:57campaigns in most of the cases they
16:59select engagement as the objective. They
17:02want people to watch their video,
17:04comment on their video, share their
17:05video and stuff like that right
17:07[clears throat] to create that brand
17:09engagement with with the users. Then the
17:12fourth one here is leads. So this is u
17:16specifically this is like a USP of
17:18Facebook. So if you are a new um let's
17:21say real estate agent right you don't
17:23have a website you don't have a company
17:24or you have a company you don't want to
17:27go through creating websites for your
17:29projects and stuff like that or you are
17:32let's say a garage so [clears throat]
17:34Facebook gives you this option that okay
17:36you know what you can generate leads
17:38within the platform so you click on the
17:40ad and you submit your details which I
17:43will show you how it looks like and just
17:45create leads right then they call them
17:47or a lead is basically basically a
17:49prospect customer who has shown interest
17:51then you talk to them and they might end
17:54up buying your product or service. And
17:56then uh the fifth one is app promotion.
17:58So if you are a company who has an app
18:02basically and you want to promote that
18:04let's say for example Amazon or Flipkart
18:06or any other e-commerce platform they
18:08launch in a new market or they think
18:10that okay you know what we need to
18:12increase installs on our app or Uber
18:15Eats or any kind of delivery app or any
18:18any kind of app basically and they want
18:20to increase installs on their app. So
18:22you have this particular objective where
18:24Facebook will try to promote your app
18:25right increase your installs and not
18:28just increasing installs. Some companies
18:30for example if you have um Uber Eats or
18:34Food Panda app on your phone right and
18:36you have not been using it for a while
18:38now they can run campaign to only people
18:40who already have their app to make them
18:42order again through the app right that's
18:44called re-engagement app campaigns and
18:46then the sixth one is sales or
18:48conversion based campaigns which is like
18:50the most common one where um let's say
18:52if somebody has an e-commerce store and
18:54they want to sell a lot of products so
18:57they show ads to on Facebook people
19:00click on the ads go to their e-commerce
19:01website and buy products and basically
19:05any kind of action on their website. So
19:07even for example the real estate example
19:09I gave let's say there is a real estate
19:11company a developer who has launched a
19:13new project but they want people to go
19:16to their website download brochure or
19:18fill a lead form on their website. So
19:21any kind of action you want to get on
19:23your website, you can run these kind of
19:25campaigns where you will select sales.
19:27Basically it is website actiondriven
19:29campaigns and some people use it for
19:32retargeting. So for example, I know
19:33certain companies who do not run ads uh
19:37except retargeting which means they have
19:39an e-commerce store. Anyone who goes to
19:41their store through I don't know which
19:43source and they leave products in the
19:45cart, they only retarget them. they show
19:47them ads only after you add something to
19:50the cart and do not buy. So these are
19:52all examples of sales and conversion
19:55type campaigns. So I hope this is clear
19:58for you that what kind of advertise this
20:00was just to give you an idea. We will
20:01know all of them in detail. This is just
20:03to give you an idea because if you are a
20:05super beginner you'll be like why do
20:07Facebook uh some advertisers run
20:10Facebook ads. You might have some
20:11examples but you'll be like okay there
20:14might be other reason this is all. Okay,
20:18now with that done, I wanted to show you
20:21some of how do the ads look like. For
20:23example, if you see here, these are the
20:25four types of ads you can run on
20:28Facebook. When I say types of ads, it is
20:30the format. How will they look? Right?
20:33Now, the first thing you observe is
20:35whether it's a image ad. Image ad means
20:37that the ad the main asset in this ad is
20:40an image. Now if you see that if you
20:43even scroll your Facebook or Instagram
20:46feed one out of maybe four posts you see
20:49is an ad. Sometimes one out of five one
20:52out of six depends on a lot of factors.
20:54But if you just open your app Facebook
20:56or Instagram app you scroll you will see
20:59every four or five post there will be
21:01one post which says sponsored. That
21:03means it's an ad right? It's an IB
21:05standard. They have to mention that
21:07which one is ad and which one is not.
21:09This one is a video ad. Straightforward.
21:12Here you have this image. Here you have
21:16a video as an ad. Then we have carousel.
21:19Well, you will see basically multiple
21:21images which you can scroll and you can
21:24check out. These are called cards each
21:26of them. So for example here this is an
21:28ad of a particular cosmetic product.
21:30Initially they are having showing a
21:32human hand. Then you can see maybe the
21:34you can scroll right and see other
21:36products people use it um in a different
21:39way. And then this one is collection
21:40ads. Now this is not a carousel because
21:43you see it's carousel will only appear
21:45like these standard cards. This is like
21:48a main asset. Then they have are showing
21:50different kind of product products. This
21:52kind of ad format basically Facebook
21:54promotes for companies who sell
21:55different products and want to show
21:57different variations of the products. It
21:59can be a car company as well showing
22:01different models or the same model in
22:03different colors. But these are the four
22:05types of ads basically you can run on
22:08Facebook. Right now what happens is this
22:12video ad sometimes you'll be watching a
22:15particular video on Facebook and bit in
22:17between it'll say u ad will start in 3 2
22:201 and play the video. Right? That
22:22basically is a video ad. It's just it's
22:24appearing in a different form. Right? So
22:26this ad will not appear like this if it
22:29appears on Instagram story or Facebook
22:31story. It'll cover the whole screen but
22:34basically it'll be the same video right
22:36and Facebook keeps changing them. So
22:38some sometimes it'll just create a small
22:41video
22:43complete full screen half screen
22:45whatever doesn't matter but these are
22:47the main four types of ads you see on
22:49Facebook. Now they appear a slightly
22:52different on Instagram which I will show
22:53you but that's all you need to know. On
22:56Facebook you run image, video, carousel
22:58and collection ads.
23:01Now where do these ads appear? So
23:04because if I show you all the formats
23:07it'll be too much when we traffic them
23:09we will basically create most of them
23:12and tell you when to use what. But this
23:14is just to give you an idea. Now when we
23:17run Facebook ads you need to understand
23:19one thing when we say uh they have a
23:21reach of 3.9 billion obviously 3.9
23:24billion do not go to Facebook alone
23:26right so when you run a campaign on
23:29Facebook ads you need to know where all
23:32it can appear this is very important
23:34some people don't know it even working
23:36after 2 years on uh Facebook ads and
23:39then the client will be asking I saw my
23:41ad here why is it appearing there and
23:43they'll be like I don't know so You need
23:46to understand that [clears throat]
23:48the ads when you create a Facebook
23:50campaign, you have a video ad. Let's say
23:52you have only one video ad or one image
23:55ad, right? It can appear on four
23:58different type of products. Let's say
24:01one is Facebook, one is Instagram. I
24:03will explain them. But the all of them
24:06are called placement. So these are
24:09called placements. So for example,
24:11Facebook infeed is a placement. So you
24:15have an option while you create a
24:17campaign that which placements you can
24:19say okay I want to show my ad only on
24:21Facebook in feed which means when
24:23somebody is scrolling their feed my ads
24:25appear there that's only so you selected
24:28this as your placement right and you
24:30excluded all other placements so just
24:33get familiar with placement
24:35now apart from the four uh categories
24:38ads might appear in Oculus as well so
24:41Oculus app the as I told Oculus was
24:44acquired by Facebook but it's like 0.1%
24:48so I didn't even mention it here right
24:50but what are the four main categories of
24:52placements where the ads appear if you
24:54create a campaign on Facebook ads it
24:56might appear on any of these if you do
24:59not exclude any of these so one is
25:00Facebook on Facebook you see ads in feed
25:03your scrolling you see in between like
25:06the previous example on your explore in
25:08your Facebook app stories and reals if
25:12you are watching stories and reals on
25:14Facebook. Then in between you can see an
25:16ad which I'll show you how it all of
25:18them I'll show you just this is just to
25:20get familiar don't get confused if you
25:22don't understand okay what is right
25:23column and what's not we'll explain all
25:25of them but you need to understand that
25:28there are these kind of placements where
25:30the ads can appear search results you go
25:32to Facebook you search for let's say for
25:34example your friend sometimes in the
25:36search results you will see an ad and
25:39inream video which I told you you're
25:40watching a video on Facebook and in
25:42between it'll show ad appears one and
25:45you have to watch an ad and then the
25:46video continues. That's called instream
25:48video. Right corner is when you're on
25:51facebook.com website on a desktop on the
25:54right side you will see an ad which I'll
25:55show you. Same thing in Instagram infeed
25:58right column um stories and reels uh
26:01search results messenger you can see
26:03these ads on Facebook uh messenger as
26:06well and then you will see these ads on
26:09audience network which is third party
26:12websites and apps. So for example, if
26:14you create a campaign on Facebook and
26:15you let it run on all placements, you
26:18can go to let's say Candy Crush and you
26:20see your ad there. It's quite possible.
26:22If you don't want that on apart from
26:24Facebook, Instagram Messenger, then you
26:26will have to exclude this placement. But
26:28it's quite possible. You can go to
26:29bbc.com and see your ad there an image
26:32ad there. Any any kind of website which
26:35is not Facebook owned, right? So um that
26:38is called audience network. It's called
26:40audience network because
26:43uh all the websites and apps who tell
26:45Facebook okay you know what you have
26:47authority to show ads on our Facebook on
26:49our website and apps they basically put
26:52some code on their website and apps and
26:55Facebook shows ads there Facebook
26:57charges advertisers and takes a share
26:59and gives rest to them let's say for
27:01example if I run a campaign on Facebook
27:03hypothetically and I target only partner
27:06audience network u placement [snorts] So
27:09let's say I spend $100 um dollars on
27:12this particular campaign and all these
27:15$100 what Facebook will do is take $30
27:18and 70 it'll give to all apps and
27:20websites where the ads actually
27:22appeared. So that's why it's called
27:23network because the list of all those
27:26apps and u apps and uh websites who have
27:30given Facebook authority to show ads on
27:32their websites and apps is called uh
27:34Facebook audience network. If you want
27:37to know more about this, you can even go
27:39to my YouTube channel. I have some
27:41videos there. I have fundamentals of
27:42performance marketing course where we
27:45discussed this. I have some videos on my
27:47YouTube channel where I have discussed
27:49this in detail.
27:52Then we have um examples how Instagram
27:55because you saw the Facebook ads. Now on
27:56Instagram it might appear like this.
27:58You're scrolling your feed. It might
28:00look a bit bigger and uh you have here
28:03book now shop. Now you can choose
28:06whatever. If it's an inapp ad by an app,
28:09it can say install now. Oh, it's here.
28:12And then uh this is the ad which will
28:14appear between reals and stories, right?
28:18So this is how it appears on Instagram.
28:20We will know all of them in detail. This
28:22is just to give you an idea. Then
28:24audience network ads. This is how they
28:26will appear. So for example, you are on
28:28Candy Crush or any other uh app score.
28:31you are watching cricket score, football
28:33score, you will see an ad like this.
28:35Sometimes it'll cover the whole screen.
28:37It's called an interstitial. And native
28:39is something like this. It will you'll
28:41feel like it's part of the app. Anyways,
28:43we'll discuss all of them in detail. And
28:45this is the right corner ad which I was
28:47talking about here. Uh you see right
28:51column,
28:52right corner ad. So this is the one. So
28:56if you're on Facebook website apart if
28:59you're scrolling this is your feed on
29:00the right hand side you will see these
29:02ads they're called right column ads
29:05and then in messenger also you uh one is
29:09you if because in Facebook messenger you
29:12will see these stories of your friends
29:14and I think since last year and if you
29:16watch these stories in between you can
29:17see an ad um like this
29:21and then uh even if you are checking
29:24your messages in between you will see
29:25ads like this which say featured and you
29:29probably can see one you see have
29:31messages with your friends and in
29:32between you see an ad like this and it
29:35can appear even here on if you're
29:37checking your messages history or
29:39whatever
29:41and then um apart from when I told you
29:45uh traffic or conversion locations this
29:47is very important to understand so um
29:50when we talked about leads I'm giving
29:53you a lot of information but this is
29:55veryant important to understand a
29:56holistic view. Once you have this
29:58holistic view and you understand I know
30:00everything where Facebook ads can lead
30:02me it you become very comfortable and
30:05then it's easier to learn right. So if
30:08you see an ad on Facebook and if you
30:12click on it right one is let's say it
30:16says learn more or whatever one is it
30:19will take you to the lead form which
30:20will appear within Facebook. Now apart
30:23from Facebook app these are all the six
30:27things where this can lead you right. So
30:30any ad you see on Facebook or Instagram
30:32or messenger if you click on it you can
30:36configure your campaigns to take the
30:38user to any of these six properties. One
30:42is your website. So for example if I'm
30:44running a campaign for senator we run
30:47ads like selling courses. I show a video
30:49or an image. Okay. In $20 you get uh
30:54this performance marketing fundamentals
30:56course. If a user clicks I want them to
30:59go to my website and buy the course
31:01there. Right? Some people like Uber Eats
31:04they want people to go to their app. So
31:06if you click on an Uber Eats ad you most
31:08probably will go to their app and then
31:11uh website and app. So for example in
31:13this case what happens is you can
31:16configure it. Okay. If the user does not
31:18have so for example you see an Amazon ad
31:20you don't have an Amazon app then you
31:21will go to the Amazon website otherwise
31:23you will go to Amazon app if you have
31:24that on your phone then messenger as
31:27well so for example somebody will click
31:29on this ad and it'll open in a messenger
31:32chatting with the company you might have
31:34observed because if you are a very small
31:36business let's say for example um you
31:38are a service provider you just started
31:40online business um you're telling people
31:43okay I can do home delivery wash your
31:45car or to uh saloon or nail do nail
31:51paint for you or whatever spa your hair.
31:54You don't have a website. You don't do
31:57all that technical stuff. So, you
31:59basically say, okay, anyone clicks on my
32:01ad, they should go to my messenger and
32:03basically message, hi, are you available
32:05today? I want to book your service or
32:07whatever. That's possible as well. And
32:09same thing with WhatsApp because some
32:11companies deliver and they take orders
32:14on WhatsApp or whatever it's like a mini
32:17small restaurant um like so they just
32:19deliver within the community they want
32:22people to go to WhatsApp and make order
32:24there because they don't have a website
32:26where you check in check out add to your
32:29cart and whatever and then calls. So for
32:32example, if you are a real estate agent,
32:34you are you help people rent, get homes
32:38for rent. So you're like, okay, because
32:41you don't have a website and all that
32:42stuff. Mostly it's used by small
32:44businesses. So okay, you have an ad.
32:48Okay, you want to rent in let's say Jle
32:50Towers. You click on it, it directly
32:53makes a call to him and he'll pick up.
32:54Hi, whatever. So why I'm telling you
32:57this because we'll discuss all of them
32:59because I want you to have an idea of
33:01overalls. What are the all the types of
33:04ads? What are all the types of uh
33:07placements where an ad can appear? What
33:09are all the types if somebody clicks on
33:11an ad? Because sometimes it goes to
33:13WhatsApp, sometimes it goes messenger. I
33:15want you to know all of them in kind of
33:18get familiar. So these are all where you
33:20can configure your ad to take a user if
33:23they click. Now, if you're curious about
33:24what um lead genen ads are, which I
33:27showed you um here, I guess um that why
33:32do people use Facebook ads? The fifth
33:34one, the fourth one was generating
33:36leads. So, you'll be like what does it
33:38mean? You might have come across this.
33:40You see an ad, you click on any button,
33:42it opens a form like this. It asks for
33:45your name, phone number, whatever you
33:46can configure. I just want to know name.
33:49I just want to know email address. I
33:50want to know name, email address, phone
33:51number, address, whatever. You can
33:53configure this form. But the thing is if
33:55you click on this ad, it does not take
33:57you to any website. If you see the
33:58Facebook app is still open, it just pops
34:00up a form. You click on submit and might
34:03have come across this kind of video. So
34:07that is all for this particular this
34:09first video and I hope you enjoyed it.
34:12Thank you so much. I will see you in the
34:14next one.

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