Thanks for joining us. We've got a poll up currently. Was curious to see where you guys are in terms of running ads. Webinar outline: announcements. Why Facebook and Instagram, why now? We're gonna into your journey, where you are in terms of the ads. I want to tackle the agency question and then I also want to talk about investing in your business.

Then we're gonna get into Facebook and Instagram ads live. I'm just gonna power right through some and show you some techniques, and then we're into Q and A like we always do on the end. So, first let's get into the announcements. I see we're constantly adding customers to Art Storefront, and so, many times this is your first webinar, and I want to say welcome. These things are completely designed for you and why you should care about them.

They're live Webinars just for ASF customers. We're gonna be running these things biweekly throughout the year. Updates on the software. Marketing insights, strategy, tactics. In-house stuff as well as the experts' Q and A. Do we blog and podcast? Yes, but we share the best of the best and some of the stuff that we don't share publicly, we share just for you guys in here, which are really the best tricks and tactics that we have and that we're aware of.

Firing up Instagram. I said this in the last Webinar, but we practice what we preach. We literally just got started on Instagram ourselves.

At Art Storefronts we've been running ads in the past and so we had built up some followers. We're at, let's see, a thousand followers and 27 posts. We encourage you to give us a follow-up on here and see some of the techniques that we're engaging in and some of the stuff that we're doing. Because we're able to run ads, we're growing the account really, really quickly, but man, we are learning some amazing stuff being on here. I think you'll learn some amazing stuff. Sometimes we'll share your work.

You can see where we've been sharing people's work, putting out some videos, just experimenting and learning ourselves. It's one of the things that I love about this business. It's like we're all in this together.

We're on Instagram because we believe it is an extremely important place to be.

If you're marketing, we want you on there, too, hence part of this webinar. Another quick announcement: For those of you that have been customers for a while, you probably remember we had this thing called the Art Marketing Calendar, concept being a calendar, the whole year mapped out, telling you what you should be doing, what you should be focusing on, and what we think you should be doing and focusing on, and just a place to house the, "Hey, if you don't know "what to do to be working on your business this week, "this month, this year, go in here. "We've got detailed instructions."

The plan is, is that our next webinar in two weeks, we're gonna cover how to use this thing and how to get the most value out of it. I should also say, too, when we launched it, we were gonna use it both for you guys as customers and then also for lead generation and brand awareness and all of that for us, for Art Storefronts as a brand. We actually had it published publicly on the blog. Well, I can tell you, as we were rebooting this thing, we're pulling it off the public site. We're putting it on the back end, so you can only get to it if you're an Art Storefronts customer with your login. We are really gonna start putting some nitty-gritty, high-level tactics and techniques that we're just not sharing anywhere else. So, it's really exciting, it's really exciting. I can't wait to present. Webinar replays? Everybody always asks us. I get at least a couple of emails a week about this. It's officehours.artstorefronts.com. I know you can get to it from the back end. All the previous videos are there.

We usually, by Tuesday or Wednesday of the next week, get the video up and the transcribe and everything else. So, that's where you can get it. That's where you can find it. Of course, questions, we want 'em. The whole point of these webinars are in answer to your questions. The route of this broadcast and the route that we, you can just ask at any point in time, "Hey, here's a question I have "that I'm really struggling with. "It's marketing-related. "Can you guys help me out?" Anyway, that's announcements. Why Facebook? Why Instagram? Why now? I think this is a worthwhile. Why Facebook? Why Instagram? This literally sums it up in one image. It sums it up in one image. So many people like to talk about, what about Twitter, or what about Pinterest, or I'm gonna do this, or I'm gonna do that. That's great, but that's not where the fish are. In digital marketing, right now, it's all about where the attention is, where the eyeballs are, and right now, attention is everything. They're on Facebook; they're on Instagram. It's why we're advocating, really, really strongly, that all artists are on there and are marketing on there. We think it's in your best interest to be there. It's where the entire world is. If you look at the stats in today's day and age for how often you check your mobile phone on a day, how much of that time is spent on Facebook and on Instagram.It's crazy. Let that sink in.

On the left-hand side there, Facebook and Instagram, go fishing there. The Hiscox Report, too. It's a little funky. I feel like it's more for really, really high-dollar art pieces that are sold, but it's the only report that we have that's a true, good industry report. The new one just came out.

The quote in there is, "Instagram takes over Facebook "as the preferred social media platform "for consumers to find and buy art." They poll a bunch of art galleries and say Instagram is the best. I don't need the report from Hiscox or anybody else to know, because we're on it ourselves and hitting it so hard. Instagram is absolutely fantastic. It's absolutely working. It's incredible, but so is Facebook. They're both amazing. Between the two of them, you have the greatest opportunity in the history of mankind to ever, ever get your art in front of more eyeballs than you ever possibly could. Lemme tell you, you guys are not selling swim fins or lady's handbags, right? You're selling images.

Both of these platforms are image-driven, so the deck is totally stacked in your favor right now, right out of the gate. I think the point I'm stressing this, and a lot of you guys are here, you know it already, but this is absolutely the place you wanna be and you wanna be marketing on Facebook and on Instagram. Why now is the final question here. Selling art is the long game. It's doing the work, and it's pressure over time. Followers, email subscribers, they're built one at a time. One follower, one email at a time, so you just get started. You start plugging away at it and you're gonna get momentum and you're gonna get rolling. Let's talk about your journey first. Where are you on your journey? Just getting started, picking up steam, or straight rolling? This is the three groups that I would put you guys in. You're either thinking about running Facebook ads and Instagram ads; you're just getting started. Let me outline the game plan if you're there.

First of all, if you don't have accounts on both of them, go start 'em; that's step number one. If you do have accounts, then start posting on both of 'em.

Start with a post a week on each if you can, and then increase from there. The number one question I get is, "What do you share?" Let me tell you, I'm gonna go over the hack. I've got a genius hack for you on this. It's an incredible tactic. Doesn't get talked about all that often. It will absolutely solve this problem for you. What do you share? You follow up people and learn. This is the hack I'm talking about. I'm gonna show you how to follow up people and learn. Your niche, other niche, you start following people. You figure out the content that works. What's great about this particular tactic is, what works on Instagram, the people that are doing really well on Instagram, and this is an Instagram hack that I'm about to show you. The people that are kicking butt on Instagram that are sharing have massive engagement, massive likes, massive followers, they're also kicking butt on Facebook, because they just understand social marketing. Here's the hack; let's talk about it. I'm gonna use us, Art Storefronts, as an example. Here you see a post on the left. We shared a customer's piece of art, lovely piece of art. We have on the right the hashtags that we used. Instagram is a hashtag-based platform. That's what drives a tremendous amount of it.

By effectively surfing these hashtags and checking them out, you can learn an incredible amount of things. For all of you, and I get this question all the time, "I don't know what to share? "How can I figure out what to romance share "on Facebook and Instagram?" "I only paint once in a while," or, "I'm in mixed media." There's so many questions about how and what and where, and what to share on a blog post, what to share in an email. You can get all of that sorted creatively with this hack. All of those that are posting that know what they're doing are hashtagging like crazy.

That's another subject for another podcast, but what I want you to do is get into your Instagram account and start writing some of these hashtags. You could see here, we've got #artislife, #abstractart, #experienceart, #artistpainting. You literally pull your phone out of your pockets, start typing hashtags in it 'til you find some, or if you're already following artists that you like, you ride these. In this case, I clicked on #figurativeartist. What that pulls up is what you see in this left-hand screen. You've got the hashtag, #figurativeartist, off on the top there. You could see related, which is sometimes awesome, because that'll throw you down some other rabbit holes you can go check out. Then you have, in this top block, the top posts, right? So you got the top posts; you got the most recent post. Where you start, is you start hitting these top posts.

The top posts are usually the ones that have the most likes, the most comments, the most actions, the most shares. In my case, I looked at top posts. I liked this picture, whom I believe to be Charlize Theron. I clicked on the image and it threw me over here into petes_sketchbook. So, I check out petes_sketchbook. Hmm, Swiss, British, aspiring artist. He's got 2,879 followers. He looks interesting. Now, in this case, this guy's not the biggest guy in town, but just for example purposes, I needed to get to it quickly. What I've done there is wrote a hashtag, came over here, looked at some interesting art, found somebody that's worth following. Boom; I'm gonna follow him. Then I'm gonna go back and rinse and repeat and do the same thing 5, 10, 15, 20 times. Don't just stick to the hashtags that are your niche. Absolutely you wanna follow those, right? If you're a wildlife photographer, of course you wanna follow all the best guys that are in wildlife photography so you can get an idea of what they're doing, but don't limit yourself to just that. Expand out a little bit and do a couple other niches and get some other ideas, 'cause sometimes, no offense, artists suck at marketing and they're not the ones you want to be following.

You do wanna follow some, but go into some other niches, too, and definitely, definitely follow up Gary Vaynerchuk, too. Totally, totally think you should do that. You get active on there and you stay active. You learn the platform, you see what's working, you look for engagement, you get ideas, and you copy these ideas. If you get in there and you followed 50, 60, 100 people, whatever the case may be, and you spend a few minutes each day, your idea machine is just gonna be overflowing with ideas and things that you can do, ways that you can talk about your work, ways you can break down what it is that you do, ways that you can create content that will work and allow you to story-tell extremely effectively in this platform. That's it; that's literally it. Again, you find the guys that are doing a great job, that really like what they're doing, and then you go follow 'em on Facebook, too. The combination between the two, you just borrow ideas from there. You borrow ideas from there and you make them your own. We do this all the time. One thing I forgot to mention, dig into some of these people's posts. Look at the posts; see what hashtags they're using; see how many likes they have; see how many comments they have. Engagement, high likes and comments, follow and copy. They're doing something right, so learn from them. Learn from them how to story-tell on there. I think, you get good at this technique, you get good here, you're good everywhere. What do I mean by that? Facebook, Instagram, email, blog posts. You're just learning to story-tell in these new digital mediums and these new digital platforms and the greatest thing about it is, it's all the same content, just basically shoehorned and fit into the box that it's in, the emails, the combination of all of it.

Again, I wanna have a webinar on just this, 'cause I love these techniques. It starts with the email. The email is all of it. Then, you grab a piece of it and you throw that to Instagram, and then you grab a piece of it, you throw that to Facebook, you send it at the same time as the email. The next thing you know, you're story-telling on all those different platforms. It's really the same story. It's the same piece of content that you've created just one time. It's awesome. There's a multiplier effect. You doing this and being in there, you're gonna get good and you're gonna start kicking butt. Where are you on your journey? There's three places where you're gonna be right now, either you're just getting started, you're picking up steam, or you're straight rolling. Just getting started, we talked about you, what you do. Follow that hack. If you're just picking up steam, you already have pages on both, you've been posting, you're starting to get the hang of it. Just post more. For you, it's time to start advertising. We're gonna get into that in a moment. Pressure over time: I think that's the most important thing to remember. It's lost on a lot of people. Your art business is the long game and it takes time. You are literally rolling a snowball down a hill. At first, it's a lot of energy, a lot of effort, but it starts picking up speed and it's rolling and it gets bigger and bigger and bigger and bigger. Pressure over time: stay consistent, recognize it's the long game, and momentum is everything. That's if you're picking up steam in the middle. We're gonna get into advertising for you in a second. Rolling: this is for the people that are really kicking butt. You're posting on both platforms. You're running ads. You're starting to get better results with your ads.

By all means, don't get complacent and don't leave money on the table. Unless, and I realize this is a very small portion of people that are doing this well with it, but there are some on our platform and I think this message needs to be told. Unless you're just happy as a clam with where your business is, you've gotta stay on the gas on these platforms. I think of the Bill Stidhams; we've talked about how well that guy does; or even, I'm gonna tell this Wyland story. It infuriates me, actually. Wyland just released this book. I absolutely recommend all of you guys pick this thing up. He's selling it for charity, so I think it's like 22 bucks. Let me see if I can pull up. We've been making these videos out of 'em, right, because these quotes he's gotten here is awesome. I just love it. You'll see a picture of the book. See, that's the book, Don't be a Starving Artist, written by Wyland. Amazing book, amazing book. He goes through his whole journey. He talks about everything he did. You can read this thing in a couple hours. I just love it. The quotes in here are unbelievable. They're really encouraging. We're gonna be blasting 'em on our Instagram page, probably for the next month and a half, 'cause I love these quotes so much, but to go back to where we were, the Wyland story. This guy infuriates me. I'm on his site; here I am. He's selling the book on here. I notice he's got Wyland Galleries and Wyland Store. This guy's got like 27 different websites. He should be on our platform, by the way. He'd be killing it.

I look at his page and literally, these are three different websites that he has. I can barely even keep a handle on it. I sit here and I use my little handy, dandy Facebook Pixel inspector, and I see Wyland's got no Pixel on this site. He's got no Pixel on this site. He's got no Pixel on the store. No Pixel on the store.

I see that; you know, like, oh, man, that's just infuriating. On there you can see his book. It's like, "Oh, look, if you're happy where you are," and maybe he's got some reason for him why he doesn't have those Pixels set up, which means he's not advertising on Facebook, but whatever it is, that dude is leaving money on the table. If you're happy and you make enough money and you wanna just go and get the money and donate it to conservation. It's just infuriating. If you're rolling, don't get complacent; stay on the gas. Facebook and Instagram right now are quite literally the greatest opportunity in the history of mankind. You've never been able to advertise like this with this level of granularity and success. Final part of this setup before we get into the ads. I wanna tackle the agency question, because I think a lot of you are thinking this or have been told this or one or the other. Let's just say you're an artist or a photographer or a gallery owner, and you're saying to yourself, "Facebook ads? "I'm not a marketer. "Why would I be wasting my time with that? "I'm an artist; I belong in the studio." In a perfect world, that's what you would be. That is where you would be, but in order to do that, you need to support yourself. I think you belong learning these ads, and you can't hire an agency. That's the point the I'm gonna make, right?

The big question is, "Why don't I just hire an agency and outsource this?" It's totally a fair question. Lemme answer it. Let's just do this by a quick exercise. How many of you guys that are on this webinar know an artist that is using an agency for their marketing purposes, Facebook and Instagram ads, and doing really well? Don't worry; I'll wait while you think of one, right? The reality is, there's so few people who know anybody that is. I think, even for every one story you hear about an artist or an art gallery or even a print studio using a Facebook ads agency or Instagram ads agency, for every story that you would hear they're a success, there's 10, maybe even 20, about folks that lost a good chunk of money; it never worked out. Now look, there are good agencies out there. I'm not gonna say that. I'm just saying, my wife works for one, ironically, but it's really hard to hire one and do well with an agency. I've been burned myself on this plenty of times with plenty of various different agencies. The odds are just not good that you're gonna succeed going out hiring an agency. You start by paying them 500 a month or 1,000 a month, and whatever the case may be. I just sooner you don't do that, you don't take that step. In my humble opinion, I honestly believe you're doing the right thing by investing in this webinar, by contemplating doing this. You gotta do it yourself. I would argue, you do it yourself in perpetuity. It'll keep you sharp, it'll keep you on the razor's edge, it'll keep you growing creatively, but if you do wanna outsource to an agency, I think you wait 'til you get the hang of it first. I think you take a couple of steps, you spend some money on Facebook, you get the hang of it, and it's the old owning the McDonald's. You gotta learn how to make the fries and flip the burgers yourself first. You do that, you have a way higher odds of success if you go about doing that. That's my rant on that. Finally, invest. Okay, invest. I think about that Mary Poppins thing, you know, where the tuppence, anyway.

You're an artist or art gallery or print studio, but you're also a business. To go back to Wyland again, to quote him, "If you want to be a professional artist, "if you want to make a living, "you have to understand the business side "of art to accomplish that." So, understand your business. It's my argument that investing in your art business is part and parcel of understanding your business. As of right now, 2017, there is no better place to invest your time and energy, in my opinion, than with Facebook and Instagram ads. I think that is the fastest way to be able to grow your business and get it going. If I was starting a business today, and it was my business, I would jump right in there. I would totally jump right in there. It doesn't have to be, it doesn't have to be, if you're really good at SEO. You could get away with doing it in SEO. If you're Bill Stidham, you can take eight years and put 220,000 miles on a van going to art shows, but the reality is, any way you slice it, you're gonna have to invest in your business, time or money, so pick one and get into it, and get into it. Now, I've got a couple of questions that just came in, so I wanna all answer these quickly, and then we're gonna get into the meat of this thing. Patty asks, "Is there a way to post to Instagram "from the images in our store, like you can do "in Facebook, Twitter, etc.?" It's a good question; I would have to go through that and do it myself. Essentially, you would just download the image and put it in there. I'll circle back to that, Patty; the short answer is yes. Okay, just those questions. Brynne's asking, "I just thought of this question.

"On Instagram, it's possible to post to Facebook "at the same time, that Facebook allows you to post a link, "so I currently often do post on Facebook, "mostly photos that link to my site. "Any thoughts on this?" Yeah, and I'm gonna get into this in the actual walkthrough of the whole thing. Let's keep rolling. The big picture here, and this is really important, I think. This is a really important thing that Art Storefronts is doing. It's just our big picture. Here's what we think. When it's time to discount and run sales, you run sales. The rest of the time, you should be romance marketing. We've talked about the romance marketing quite a bit. We talked about it in email. We're gonna go deeper and deeper and deeper into Facebook and Instagram ads. Here's what we think: This is really a one, two punch strategy. You romance throughout the year. Whenever the sale time happens, if it's end-of-the-year, twice a year, 10 times a year, however many times you do it, if we can get as many of you as possible romance marketing most of the year and then going with the right hook for the sales, I think that is the fastest path to success for all of you guys, to get everybody that started doing that. This is gonna be a major cornerstone of what we're doing going forward, the Art Marketing Calendar, all of it. We're going to focus our teaching on it, because I really do, I just believe it's the way to go. We're gonna teach you all the nuanced tricks, hacks, tactics, that'll help you along the way. We're gonna continue doing blog posts, continue doing podcasts and webinars to revisit this stuff time and time again, but again, if I was launching an art business today, this is exactly what I would be doing, romance marketing, hitting the sales when it's time to hit the sales.

The prereqs: To run this particular tactic, which is gonna be how I romance market on Facebook, you have to assume a couple of things are done. Number one, the Facebook Pixel is on your site and you have your first audience created from that. Don't worry; I'm gonna go through those steps in just a second. Your email list is up and you have an audience created from that. Gonna do that, too. You have the lead capture on your site. This part is absolutely critical to get the ROI from ads, so you're able to capture emails. You're publishing content on both Facebook and Insta, and you're prepared to invest; I said, invest. Going into this with a mentality that I'm just gonna spend like 500 bucks or 150 bucks or 200 bucks, I'm just gonna dip a toe in the water and see what it feels like and see how it goes, I think you're setting yourself up for failure in that regard. I think what you need to do is you need to commit towards getting past the quitting points that everybody hits by saying, "I'm going to invest five to ten dollars a day. "I'm going to do it for a period of months. "I'm not going to stop until I get through it. "I'm going to crash through the quitting points of life, "crash through the frustrations of this, "learn, get decent enough at it." If you come in with that mentality, you are setting yourself up to succeed. If you come in with the mentality that says, "I'm just gonna spend 250 bucks or 350 bucks "and see how it goes," you're going to set yourself up for failure. Save yourself the money and go and do something else. I see too many people that come in like that and they don't follow the recipe for success, and they end up losing. Look, this is just a life-long lesson in advertising. I don't care if you're talking about running an ad in a magazine. If you run an ad in a magazine for one month, you are not gonna do well. You're not gonna do well. You're not even see ROI on that.

You need to run it for an entire year. That's just the nature of advertising. That's just a prerequisite, I think, in order for you to be successful at this. We're ready to roll; a few last minutes. What I'm gonna show you is my technique. It's not one that you're gonna often see or hear about. It's mine that I've used successfully to build multiple businesses, including this one, ran this for all the early days of Art Storefronts. I believe in it and I want to teach it to you, but here's the other one: Facebook is a crazy, complicated animal and it's evolving at an insane clip. There are so many things you can do. I think the quick analogy is, has anybody ever been to Seattle, Washington? In the center of downtown is the stadium. I was just thinking about this as I was doing it today. Let's just say that stadium in the center of downtown is where you wanna be. It's profitable, right? There are so many different routes that you can take through downtown to get to that stadium. You can come from the north, the south, the east, the west, take lefts and rights, and still get there, right? That's the way Facebook is. There are so many different options and so many different ways you can do it. I'm showing you the way that I did it. I believe in it and I think it's a great place, it's a great jumping off place for you guys to get started, so that's what we're gonna go over today, but you can come up with some other routes. You might read about some other routes. There's so many different ways to do it. Again, this thing is changing. We might make a blog post about what's going on with a particular Facebook feature and 48 hours later, they've changed it. That's how it goes. I also, especially all you guys that are about to get, in fact, all of you if you haven't. Listen to these two podcasts. These are important building blocks on understanding why what I'm gonna explain to you works.

It's, Why Most Artists Fail at Facebook Ads, number two. Number three, Not All Traffic is Created Equal, an Intro to Facebook traffic. If you listen to those two before you do this, you're gonna be in a way better place. That being said, you can absolutely do this. It's really pretty easy once you get the hang of it and you've been shown the ropes. I'm gonna do all of this from scratch right now to show you how quickly it's possible to get this done. What's encouraging, what I wanna encourage you on, is, I have been doing this for years, and I still stumble and bumble through it, and sometimes forget things and have to go back and forth. That's just the nature of this back-end ads editor. They're all clunky. It doesn't matter if you're talking about AdWords, they're all just kinda clunky; it's just how it is. I say that to say, don't get discouraged. You're gonna see me do this right now. I'll probably screw up a couple of times. You will all the time; it's the nature of the beast. When you're getting started and you're hitting these roadblocks and you wanna pull your hair out a little bit, it's not you. It's just this buggy software, and that's the way that it works. One final crazy story: We have a customer on Art Storefronts. About a year and a half ago, I went to this particular customer's. I can't say who it is; I'm not at liberty to say. I went there and I had a talk with them and they were just getting started, and they said, "I'm going all-in on Google ads." I was like, "Do not. Go in. On Google ads. "Google ads are dead. "Nobody is getting profit out of those "except for a very select few people. "Don't do it." I told them to do Facebook ads. Fast-forward that year and a half, this individual's spent well into six figures on Facebook ads and has done well over a million dollars as a result of it, and they're still not that good. They're still not that good at Facebook ads. I realize that story is an outlier. I'm trying to get this person to spill the beans on a podcast. It's their story to decide to tell or not tell, but be encouraged; you can do this. The opportunity is huge. What's a win here after you engage in this particular campaign? Again, guys, this is romance marketing. We're not going for the jugular with this. That is not our goal. Our goal is not sales for this particular type of campaign. If sales happen, boom, awesome, and they will, but our goal is not sales. You're romancing, you're jab, jab, jabbing, you're building up goodwill. You're going to learn Facebook ads with this. This is what you're looking for as a win. You're gonna gain followers, you're gonna gain email addresses, you're gonna gain shares, you're gonna gain momentum. You experiment, you learn, you learn what works, and it takes time.

I have, I'm just gonna jump right into it. Here I am; I'm going to jump right into the Ads Manager. I didn't even practice this 'cause I wanted to see what it looks like going through from scratch. I'll just talk while I go through it. Here I am; I'm in this ads account; and I'm popping in. I told you there were some precursors to think through. I've gone through this before, but again, I'm so pleased with how our software functions and behaves here, so I'm gonna go through all of it. Step number one, we're gonna go ahead and get our Facebook Pixel, create a Pixel; next. You created your Pixel. Now make it work by installing some code. What I'm doing here is, I'm grabbing the Facebook Pixel. What the Facebook Pixel is going to do, you wanna see, copy, and paste, it's gonna give me this code. I just click here; copies it. What this code is going to do, and here I am in my Art Storefronts implementation, in Scripts, site-wide, let me show you how not-scary this is, I'm gonna go ahead and paste this thing right into the head of the document. What this line of code does is it's gonna sit on my website, it's going to listen for visitors, and then it's gonna allow me to show ads to these visitors. First, I'm gonna save there. It's always a little bit slow when you do code. Why did it bump me outta there? Hold on a minute; let me go back. This is the next part, and let me tell you, there are myriad podcast episodes out there talking about this next part, which is so complicated for most human beings, and it is so easy for you. This is just the most amazing thing that's built, ever. What we're gonna do here is, we're now going to set up our conversion events. You see this little thing? I mouse over the tool tip, and here is exactly what I'm gonna paste in this box. All I gotta do is copy and paste. Copy and paste. Now I'm gonna come down here, contact created, I'm gonna grab this line of code. I'm gonna paste this here. Add to shopping cart; I'm gonna paste this here. This is exactly what 95% of the newbies and people that are new to Facebook do not have set up, you're going to have set up out of the gates. What these conversion events are, are purchases, it'll tell Facebook when you've made a purchase. It will tell Facebook when you've got a contact, a lead, and it will tell Facebook when you've added something to cart.

You're going to use these to measure the effectiveness of your ads campaign. You're also going to use these to eventually build audiences off of. That's a subject for later; we're gonna get into that.

Just like that, your whole Pixel operation is completely set up, boom, done, ready to roll. I'm gonna pop outta here, and I'm gonna go to Audiences. This technique that I'm having you run, I'm having you run this technique to warm traffic. It's going to be, to start out with, your email list, as an audience, and your remarketing list, the folks that have visited your website. Here I am in Audiences. I'm gonna create a custom audience. I'm gonna create a custom audience based on a customer file. I'm gonna choose a file here. I'm going to; I have to get this file; where is it? Hold on; hold on; it's on my desktop somewhere. Use this for webinar; that's the one. What this is, is me offloading my email list to Facebook. You just gotta get all your emails together, and you map 'em together in this thing, so first name, last name. You map this fields together. I know I did this in the last webinar, too, but I wanna do it again, because I want you guys to be encouraged on how easy this is. This is gonna take me five minutes and it's gonna be done. First name, where is, last name. Whatever files that you have, if you just have email addresses, you're just gonna map email addresses, right? That's okay; that's enough. You're just gonna do those. If you've got other data, phone number, first name, last name, say, like you've got it off of receipts or something else, or even address, I want you to do that. As many different fields as you can map here, the more data that you give Facebook, the more accurate. We just uploaded our email list, right? What happens is, it takes a little while. Facebook's gonna go and match those email addresses to Facebook accounts and they're gonna find out exactly who those people are and it's gonna allow you to show ads. I'm gonna come back to Audiences. I'm in Audiences now, so what do I, let's see, what am I doing here? I'm gonna create an audience, custom audience. Hold on; what did I do? See, I told you I would stumble around. I hit the wrong thing; what did I do here? Custom audience, okay. Website traffic, right? Anyone who visits your website, and because in that earlier step, we installed the Pixel, remember all of this? The pixel is on the site now.

As a result of that, we need to create an audience of people that visit your site. It's anyone who visits your website, and because most of you guys are getting started, I want you to put this to 180. It's because you're getting started. Essentially, what happens here is, Facebook lets you go back a number of days, so they're saying, "Okay. "Anybody that's visited your website "in the last 180 days you can show ads to." I give this a name, WCA's Website Custom Audience, which is kinda a technical term, but I would at that point put, 180 Days. That's what I'll call the audience, okay? I'm gonna create that audience, boom. Now you can see, I've got two audiences in here. I've got Use for This Webinar and I've got my Website Custom Audience. Next, we can get into the nitty-gritty. I'm gonna go into Power Editor here and show you exactly how this works. Power Editor, there's three different ways to create ads for Facebook. There's boosting post, there's the Ads Manager, and there's the Power Editor. I want you guys to be awesome at this. The Power Editor is like, that's the serious one to use. So, yes, I want you using it. That's the one I would recommend you use. I'm gonna go ahead and create a campaign. Before I do, this is important to understand. The easiest way to think of it is folders. Ads are the actual ads, the actual pieces of creative, that live in the Ad Sets folder, that lives in the Campaign folder. The campaign is what all of your ads are optimized for. We're gonna get into that in a second. The Ad Sets are what your ads are targeting, and the Ads is the actual creative itself, but I think the folder analogy really helps for me. We're gonna go ahead and we're gonna create a campaign. I'm gonna call the campaign, PPE; just PPE, that's fine. Buying type, your gonna leave that to auction.

Don't even worry about it; auction is fine. Here's where we get into campaign objectives. You know when I said that there's 10 different routes you can take to get to the stadium in the center of the town? This is what I'm talking about. You could do brand awareness; you could do reach, and you wouldn't be wrong; you could do traffic and you wouldn't be wrong; you could do post engagement, which I'm recommending you do in this case; because I've gotten great, great, great results with it. This is me, so again, this is mine. You might wanna do website clicks or reach or brand awareness. I'm gonna do post engagement, okay? We're gonna create a new Ad Set. I'm gonna call it, PPE Facebook, and because it's an Ad Set, you wanna put your targeting in the ad name. For you guys, it's gonna be, Email List plus RM, which is remarketing, right? We're gonna create an ad; we'll just say, 'cause I think my ad's called Camaro, so I'm gonna call it that. I'm gonna go ahead and click create here. Alright, it's creating; it's doing its thing. Okay, so now we're created. Immediately, it gives me the campaign settings.

Again, you guys, things are weird in here and a little buggy and it's gonna be confusing at first. Do not get discouraged. It pops out the campaign thing. There's the campaign, post engagement. It lets you set a campaign spending limit. I don't think you need to do this. I wouldn't stress about it. If you're doing this right, you should be checking on it every day. If you need to turn things off, you're gonna turn things off manually, so I don't; again, you can if you want. Let's click into it here. Now we're at our Ad Group. Let's edit our Ad Group. What I can see, is that the one? Yeah, that's the one. I did have an earlier test in here, it looks like. Here we are. This is where we set our budget and we set our targeting. For most of you guys, $5 a day is fine. For some of you, if you've got a big email list or a decent-sized email list or decent, you've had that Facebook Pixel on your site for a while, you could do five to ten dollars a day. You could do $2.50 a day, if you just wanna get your feet wet. You can start really, really slow. I think it's gonna be an adjustment for some of you guys. For some of you guys, you're gonna get started and you're not gonna have a big email list and you're not gonna have very much remarketing traffic at all, so the audience will just be tiny. Just start with a lower budget, get things going, we'll come back and address more things. Custom audiences. What happens here is, this is where we put in our remarketing and our email list. There's my email list; there's my other audience. Normally it would tell you what size the audience is, because this thing is just getting started, and we just did it right now, it's not gonna work. Here's where we get into the next question.

You can target various different countries. You can target everywhere. I would think, for most of you, because you're just getting started, again, you'd want to target everyone. Some of you can make an argument that maybe I wanna exclude the people that are young, because they don't have enough money to buy art. I agree that there's a valid argument there, but when you're getting started, it's hard. You gotta remember, what we're doing now, with romance marketing, is we're building our followers; we're getting email addresses; we're getting things rolling; we're trying to get comments and shares and likes. That's how you go about it. I leave all that as is. Then I come down here to Placements. Facebook is gonna default to automatic placements, which is, "We're gonna show your ads everywhere "and try to get as much money out of you as possible." I think that's actually a great place for you guys to start with on this. If you did wanna split apart your Facebook and Instagram campaigns into different ones, this is where you would do it. As I'm going through this, I think I probably have to do, and just knowing that we're 42 minutes in this already, I think I'm gonna have to do a separate one on Instagram, so let me think about how I wanna do that, but for the time being, and we did this for a long, long period of time, you can run the ads from Facebook also on Instagram without optimizing for Instagram. I'll come back to that in a second. I think I do need to do some separate content, but I do like the concept of separate ad groups for Instagram, separate ad groups for Facebook, just because they're different platforms.

Again, don't worry about it. We'll get into more of that later. This is your ad group, and it's going to be, all the rest of this post engagement, leave it at automatic. What you get charged, impression, delivery type, fine. The reality is that Facebook wants you to win and they want a good experience for your users, so they do a pretty good job if you let them optimize things. There's a million different little knobs and levers in there in the Ad Group that I could have monkeyed around with, and I'm just not gonna do it, because to get started, and because you're starting so low, you could totally get away with Facebook. We've got our untitled ad in here. I'm gonna go ahead and click this little pencil thing, which allows you the edit the ad. This is connected to our Facebook page. You can see; lemme just see if this works. I realized we needed a dummy page for testing, so we've created one here. I'm just gonna show you. This is why I like this technique, too, by the way. This is the first time that we did this page. I'm gonna move over to the Art Storefronts account and show you later, but you can see here, I've got a post on Facebook that I made. This is just a post on Facebook that I made. I went onto Facebook and just made a regular post like anyone else makes a post. Driving this thing to Cabo San Lucas, Mexico. Here it is; it's a picture of my inventory. That's a post that lives in Facebook. Because we're using page post engagement, what it allows us to do is grab a post that's on your Facebook page that you've already made on your Facebook page, and you run with it. You run with it. You don't even have to go into any additional ad creation back and forth on this. All you gotta do is, come into Facebook, create a post, come on here and select a post, and I'm gonna bounce over to the Art Storefronts campaign in a second so you can see, but it just gives you a drag and drop. You can go through any of your Facebook posts and run ads on 'em, and run ads on 'em. The one thing that you wanna do, the one last thing that you wanna do, is you wanna track all conversions. Every time you run an ad, track all conversions from my Facebook Pixel.

Again, that goes back to these key conversion events that we sent here, so you always, always, always. You don't ever run an ad, and by default, you saw, was Do Not Track. Track all conversions from my Facebook Pixel, every single solitary time, you need to do that, okay? I close that down, I click Review Changes Here, and it's gonna go ahead and put all those ads up. I might as well just click it; I wanna see here why. Some of my other ones have errors. Hold on; hold on; hold on. Why don't I just get out of this? Delete. Lemme just see if I can get this up. I'm gonna bounce out of the dummy account and go back to Art Storefronts. Let's just see here. I know I'm here already. Now I've bumped into the Art Storefronts account. Lemme just show you this quickly. Taylor, this is for you, that you just asked this question. Let's get in here, testing services. Because this is attached to a real account, it's gonna be a little bit more clear. Here you go. Here I am, and it just lets me grab this post right here. What did I do here? Here's what's gonna happen. You're gonna come in and you're attached to your page. It's gonna see, that other account was a dummy account. It was new, so it didn't show it. It gives you the opportunity to A, create an ad, or B, use an existing post. I click use an existing post. Here, you could see, here's all the posts. Boom, it just grabs it right away. It grabs it right away. There was my Mother's Day one. There was a last Facebook ad one. Then you just make sure that you're tracking conversions, and then you click Review Changes, and it sends it all the way up. I realize a lot of that was complicated, so lemme get outta there for a second and talk about it.

The big, step-back takeaway is, you're going to post to your Facebook page. It should be a combination of just awesome imagery, cool stuff that you're doing. Sometimes you should put links back to your store, so when they click on the image, it goes back to the store. When we were looking at that one, these all go back to the blog, in our case. They always go back to the blog; they always go back to the blog. In your case, if you're blogging, you should send 'em back to the blog. In your case, if you've got an item in the store, feel free to send 'em to the store, but because this is romance, you don't wanna make it cheesy or salesy or any coupon or anything else. What we do, and what I've done in the past, which is just amazing, is, you set this for five or ten dollars a day and you post on Facebook regularly, and you just go in and you change out which one's on for that day, and you change out to another one, so you're just rotating in and out of which ads are on and which ads are off, and you're constantly just trying things. What you find by doing this is, bit by bit by bit by bit, you start picking up momentum and rolling. You've got people that are leaving comments. You've got people that are liking your page. You've got people that are signing up for your newsletter. Your following is growing in both platforms. Not only that, you're figuring out the type of content that resonates with your audience and with the people that know and like you, and you're building more. That's the whole point of doing it.

The thing that's so counterintuitive about this, the thing that people find so difficult, is, "Patrick, you're telling me I'm gonna be spending 5 to 10 dollars, 20 dollars a day, whatever I decide to do, on ads that don't ask for a sale?" Yes. That's what I'm telling you. It works; it works insanely well. You need to get past the, "I need to invest in my business, "and I need to take a shot and go for it," and it will work. One other thing to point out: You respond to comments when you get them. If you get love on your Facebook ads, you respond to comments. Very few people understand this, but there's a relevancy score that Facebook calculates, and one of the things that they take into consideration is how many likes and shares and comments a post has gotten. So, you wanna get comments going on. At Art Storefronts, we check Facebook three times a day and respond to every single, solitary comment on our ads. It's important that you do that. If you're doing it in Facebook and Instagram, you gotta do it on both. Respond to everything; respond, respond, respond. Even ask questions and try to get as many comments going as possible. One, it's the right thing to do. Two, it will help you build momentum and get your ad costs down.

Let's talk about how your gonna measure it. To start out with, and for most of you guys, if you're on-board, you're gonna use Facebook ads to romance, like I just showed you. I know it's brief; it's a big subject. We're gonna have it in as many different ways as we can, 'cause we're already at 49 minutes today. You're gonna romance. When the sale comes, you're gonna use Facebook and Instagram to go for the sale and ask for the sale. You do those two things. You invest in your business, and you do it over a period of months and months and months and years. It just works; it works insanely well. It's the way that sales are made, effectively, in today's day and age. That's my rationale, but one thing, I wanna take a step back and respond to you. I don't think, based on the quiz, that most of you guys are there, but the magic starts happening after you've done some work on these ads. What do I mean by that? We go back to these conversions that you've created. It takes a while to build them up, but once they build up, you've got contact-created conversions happening. You've got add-to-cart conversions happening. You've got check-out conversions happening when you're making your sales. As those continue to build, you can eventually optimize for those conversions and let Facebook go and find people that match people that have filled out your email list. It's one of these things that, once you get things rolling and once you get things going and once you get some traffic going, your capabilities in what you do with really level up and jump up, but there's just no way to get past, you have to get started and you have to get going.

All of that stuff's in there. I'll have to do a separate video on just how you measure. Again, the key is, and so few people that have this, that jump on, all your conversions, if you followed what I did there, you followed our blog post, are already in there. They're gonna be building. You don't have to worry about it. You just have to focus about getting the content on and going. Facebook and Instagram together. I do realize I've gotta separate Instagram out. It's just too much to jam into one. You have the option to run an ad group that's just on Facebook and run an ad group that's just on Instagram, or you could run both of them at the same time. I think running them both at the same time is probably a great place once you get started, especially if your audience size is really small. I'm gonna make a note. I'll make a video that shows exactly how to do that step by step. I'll do that and I'll get that out by the time this webinar replays; it's ready to go, but I do think that that is a worthwhile place to start.

If you're rolling and you're kicking butt and your spend's going up a little bit, definitely treat Facebook and treat Instagram differently, because they are different platforms. Again, these are the jabs, these are the jabs today. You jab, jab, jab with these, and then you right-hook when it's the sales, and man, it just works. You're setting yourself up for a way better place to go in and get the sales when you wanna get the sales. Again, everybody that fails at this just thinks you can go right on, you can just ask for the sale every single, solitary time with Facebook ads, and that's gonna work. It doesn't work unless you built up a tremendous amount of goodwill, so you gotta get started with the romance content, and you gotta get share in the romance content.

That's what it is. Here's the other thing that I would say is, learning, you guys, on this, should not stop. It is a very amazing machine, amazing animal, and I by no means or Art Storefronts holds the franchise on how best to do Facebook ads. There's courses out there, there's podcasts, there's a tremendous amount of stuff. I'll put the one podcast that I really recommend and also put a blog that I recommend, but there're so many good ones out there. It's like anything else. If you're gonna be investing and putting your dollars on it, learn a little bit more if you're not comfortable yet. Go and read, go and do the work, but by all means understand the opportunity, and the opportunity is just absolutely ridiculous. You've never been able to get your art in front of this many eyeballs this quickly. Also, by all means, if you're not ready to jump into it yet, guess what, you can start posting and romance posting quite a bit on both of them for free, until you get the hang of that and feel good about it, and then move up to it. There's that as well. I wanna wind back on some of the questions that I got in. Daniel, I love yours.

It says, "The target audience for what you just did, "the entire world, would be huge. "Seems like the odds of finding the right audience "for your ad is minuscule." It is; well, let me explain this, and it's a little bit counterintuitive. If I was going to run my ads for sales, what I would likely do is bump the age brackets and age restrictions up. Those are my sales emails. Let's separate these two. Sales and romance: what we just went over is romance. If you're gonna do sales, then by all means, I would play with the age. If you know that 18-year-old kids are not gonna buy your art, if I'm selling like $3,500 pieces, then I wanna bump my age bracket up to like 35 to 55, or even 40 to 55, and then I'm gonna limit it from the United States and just Canada, because they're probably the only ones that are gonna buy, if that's the case, right? Okay, fine. On the romance email marketing, you gotta understand the objectives are different. You're not just trying to go for the sale. You're trying to gain followers, gain email addresses, get shares, get momentum. In that instance, you want anybody that's come to your site or anyone that's on your email list. Your audience is limited to those folks anyway, so it's not like it's gonna be a bunch of tribal elders from Timbuktu. They don't even have Internet access, they don't have phones, but there's no way they can get into your audience unless they come and find your website, which is not likely. Don't worry about it on the page post engagement romancing stuff. The romancing stuff, you just wanna get the ball rolling. You're just carpet-bombing the collective Internets with your awesome art, so that would be the difference that I would say. Taylor two asks, "Is there a way "to see the Pixel conversions in Facebook Ad Manager "or is it hidden?" Yeah, absolutely you can, absolutely you can. I'm gonna bump out of the Power Editor. I'm gonna bump into the Ads Manager.

What I think will happen here, unfortunately, is because this is still the dummy account and it's not new, it probably won't show it, but what happens is, you come in here and you go, Customize Columns. This is on the reporting; any of you guys that have set things up correctly, you should absolutely do this like right now. You come down here at Conversions and Website. What you have set up is, you have leads set up, so you put that on there, you have adds to cart set up, and you have purchases set up, right? Let me just wind back here. Key conversion events that you're set up, purchase, lead, add to cart. Again, when you're looking at your ads, you better come in here and do this. You absolutely should be doing this. Purchases, leads, add to cart, apply. For those of you that have run ads and you set things up correctly, you're gonna be able to go back and see anything that's going on, add to cart, how many leads, how many purchases, so that'll really, really be in depth.

More questions: "How do you gain email addresses off of running these?" Your website has lead capture on it, right? You're driving the traffic back to your website. Ideally, your lead-capture box is popping. If they like what they see, they're gonna put their email address in there and you're off to the races. That's how you gather email addresses. There are actually ads that you can do that ask for email addresses on Facebook. I personally don't have any experience with them, but i think they're awesome. Okay, I got another question from Daniel: "Ages 45 to 60 in US and Canada is still an audience "of 100 million or more." Yeah, so, Daniel, on the Ad Set, with the targeting we created, the targeting is only people that are on your email list, that are in that email audience, and only people that come to your websites are part of your Facebook remarketing audience. What's happening there is, that's the audience that they're drawing from. If you wanna pare it down further, you can. That's the audience, and there's people all over the world in it, I mean, if they're on your email list. 45 to 60, US and Canada is making it smaller, so I hope that's clear. Daniel's got it, good. Somebody says the Office Hours are great. Thank you, Daniel. I have a couple more questions. We're good; we're right at the hour mark. I'm happy about that. Okay, question number one: Leslie: "I did my first Facebook Ad and picked my target market. "When the stats came in afterwards, it showed "that 75% of the responses were aged 13 to 16. "Why would this happen?" It just depends on what your target market was.

Obviously, I don't even know that they do 13 to 16 or that they allow you to target that. Maybe they do, I don't know, but whatever you chose as your targeting dictated why those are the people that saw it. That's what happened there. Christina asks, "I've been an abstract artist "for most of my life. "Everyone says they love my work. "I am active with marketing, emailing, Facebook, etc. "I have done a decent amount of followers "but nobody is currently buying, "and I still don't have any traffic on my website. "My main question is, how do I find my niche? "Niche being people that not only love my work "but have the money to buy my work. "I have many people without the means to buy, "even at discounted rates. "And several with the means to buy "but they've already bought several of my pieces. "How do I expand and gain more traffic "beyond what I am already doing?" I think you start where you sold first. First of all, have you sold to people not named Mom, Brother, Sister, Boyfriend, Close Friends? If the answer to that is yes, call them up and ask them why they bought, what they loved about it, and expand out from there. How did you attract those customers? Were you at art shows? If you were at art shows, go to more art shows, start building an email list, but these other techniques will work. You need to stay at it.

You're not gonna get an immediate ROI.

I could tell you right now that I got into Facebook. It's half the reason, like I say, invest. Everybody thinks the results are gonna come instantaneously. You gotta do the work, and it's a grind. Lemme tell you, sometimes it's like a year and a month, where you're just at it, and you've invested in the Facebook Ads, and your building your lists, and you're getting there, and you're clawing with your fingernails and your teeth and you're fighting, and you're getting frustrated and you wanted to quit a thousand times, and guess what? That's when it finally turns. It's hard; it's not easy; it takes work. Fish do not jump on the boat and audience is not like a light switch that you just flip and you say, "Ba-dah, traffic, customers, buyers," so I would start with, if you truly validated what you're doing, your niche, if you've truly sold strongly offline, that's where you start, but again, I love the Bill Stidham story. Bill Stidham thought he had his niche, thought he was good, was about to quit, and then he pivoted, found a new series, and he rode that all the way up. He was about to quit. Another question: Teresa: "I am confused about keywords. "Should they go under search keywords or meta keywords?" You don't need to use keywords. Done; don't need to use them; stop worrying about it. Okay, that was easy. Deb: "Any chance to get a face-to-face class?

"This is way too fast more me." For sure it is; for sure it is, Deb. We're experimenting how much of this you can ram into a webinar, and I know it's hard; I know it's hard. The short answer is, "Yes, potentially." We're doing the best we can to try and educate you guys as quickly as we can, but I'm not sure if there's not a course that's already out there that's great. Perhaps we can find one that would be worthwhile and that we could recommend, but it's a lot to learn and you have to get into it and you have to get rolling, but Deb, you're doing the right stuff now. You gotta just take it a bite at a time and just keep rolling with it. You can certainly revisit this webinar. I just wanna say, thank you, all you guys that attended. I know I talk really fast and move really fast. We'll get this thing up. You can take your time, go through the replay, but, man, it's where I wanna see you guys be. There is just so much possibility and so much opportunity on these two platforms right now. If you get on 'em and you figure out how to story-tell on these places, and you start doing it collectively, and you start putting some ad dollars behind it, your audiences will grow, you will get more emails, you will more traffic to your website, and that is the fertile type of situation to which sales and other opportunities flow and come from.

Thanks for attending, you guys. Everybody have a absolutely fantastic weekend, and I'll speak to you guys soon.