Recording/Cross-border Bus Team:

Hey, hello, I'm Wang Arvin, this is the Fb Marketing Academy 2018 first audio program, not only about Facebook marketing, all the ways to help you get traffic we will discuss here, thank you for taking the time to listen to audio, our team will also organize the best content to give back to you, if you feel that the content is helpful, thank you for sharing, let more partners know, say thank you again.

Before the content of text-based, audio content and video content is the form I have always wanted to try, but still have to step by step, start with audio.Around April, we plan to open the Fb Marketing Academy training course, initially only 10-20 students, first-come, first-0, very good exchange and learning opportunities, not only you learn about Facebook marketing, but also our opportunity to learn and understand from you. The content of the training has advertising creation, landing page, pixels, redirects, team building and so on, so that you can get started quickly, less detours, is my goal.

Well, 2017 is over, the first month of 2018 is over, and it's time to summarize what we've learned from Facebook ads in 2017 and continue to do so in the new year. The first lesson I learned was to follow Facebook's advertising policy, to keep your account safe, and I had a friend run an ad for a T-shirt that was blocked, why? Because the T-shirt printed with a gun, million did not expect, so was sealed, this is not allowed by Facebook, it can be said that Facebook in the past two years to increase the management and crackdown on advertising, the platform has 6 million advertisers, competition for user attention is extremely fierce, but also inevitably will have a negative impact on the platform's user experience, so in the absence of a significant impact on advertising revenue, Facebook will not hesitate to exclude unruly units and individuals. It is necessary to look at its advertising policy often, if you do not know the URL, I can tell you here: www.facebook.com/policies/ads, every few weeks to see the relevant policies, every six months to see the relevant policies, perhaps Facebook has changed the relevant policies several times, of course, you wait less than half a year because of the violation of the relevant policies advertising account problems, so my advice is to look at every few weeks.

Facebook advertising taught us the second lesson, is to have a clear advertising strategy, many cross-border e-commerce sellers began to run ads on Facebook, and now many people are busy opening Amazon stores, Amazon's own system so that this part of the sellers do not have time to consider other traffic resources, so the domestic advertisers on Facebook ads I appreciate, but the biggest problem is the lack of clear advertising strategy, can not establish their own product marketing system. There is no clear advertising strategy reflected in there may be 4-5 advertising activities, there is for video traffic, there is for conversion, there is for the number of interactions as the goal, engaged in the game turned into a digital chase, just like no driver, at any time there is a risk of overturning. The cause of this problem, the first point, did not elaborate the sales funnel planning, did not grasp the rhythm of sales sense, second, did not understand your target audience, or you did not find the target audience, and that is, did not according to the behavior of the target audience in the group refinement, to take personalized marketing. Another point I want to make is that if you don't want your advertising costs to drift, it's critical to have a clear advertising strategy.

I said two before, the first lesson often pay attention to Facebook advertising strategy and strictly adhere to, the second lesson clear advertising strategy to make your advertising spend on the knife edge. Lesson 3, What Facebook Ads Teach Us is to Post a Relevance Score' Very very important' tag, the relevance score of the numerical range between 1-10, the higher the score, the lower the advertising costs, my understanding is that the relevance score represents the experience and value you can bring to the target audience, so the negative evaluation from the target audience for the relevance score is very direct, if you have received some negative reviews, on behalf of you can not set the target audience to bring value, directly affect the platform user experience, relevance score will linger in the low Facebook account for a long time 。 By the way, someone might ask where you can see the relevance score, select the custom bar at the ad level to check the relevance score, and the relevance score won't appear at the campaign or ad group level.

The fourth lesson is video first, why is the video valued by Facebook, the first point, he still want to rely on advertisers to make money, but he also wants to please real users on the platform, said a point, is to provide value, there is no doubt that the video form of information flow interaction rate is the highest, Facebook traffic is also tilted toward the video stream, advertisers and users he is not guilty. Second, with the popularity of the mobile phone side, platform users directly pick up the phone to take a small video is becoming more and more common, at this point in time to launch a lot of video features including Facebook Live is also reasonable. In August 2017, Facebook launched the Watch platform, which you can think of as Facebook's Youtube, which is very close to Youtube in functionality, and even if you're interspersed with short ads in the process of watching long videos, it has to be said that Facebook is still a very powerful platform for users with very high viscosity. When it comes to how to record video, I don't think you need to spend money to find professionals to shoot perfect, take out the phone to shoot on the line, after all, now the phone camera function is not bad, and, in the information flow, you see what type of video is the most, of course, mobile phone video, my suggestion is that you really want to focus on the first 3 seconds of the video, how to attract others to continue to watch. And if your ad type is PPE, in order to get more interaction, it is very recommended to use video as the carrier of advertising, get a certain number of likes and comments, in this Post to do a conversion type of advertising, for the conversion rate to play a boost.

The fifth lesson is Instagram stories ads, a video ad format that was launched in March 2017 and has a 15-second length, using Facebook's audience targeting and reach capabilities. At present, I understand that there are not many people abroad are using this new feature, so I think this is an opportunity for everyone, especially on the right track with good cash flow seller friends, to test this function, to tell your brand story, perhaps there will be amazing effect. Lesson 6 is of course the most followed Facebook Messenger, Facebook provides retailers and individual customers with a direct conversation opportunity, compared to mail marketing, website streaming, this is really a very violent and direct marketing method, in the way of dialogue to understand customer needs, to push products, I think this is the real personalized marketing ah. Personalized marketing is not the latest concept, but put it in Messenger, I think personalized marketing has a real place to belong, you can ask the audience some questions, according to their answers, and then targeted to convey the value they need, in a one-to-one way. I help sellers use the many chat tool, which reduces a lot of effort and automates processes. In addition, Messenger can be used as a plug-in on your website and landing page, and customers can communicate directly with you through Messenger on the website. So in a word, these new features are an opportunity for everyone.

Finally, Facebook is constantly updating iterations, if you haven't touched Facebook ads for a while, come back and do it, and find that it's a little different from previous versions, Facebook is constantly improving the user experience, and it's continuing to provide advertisers with simpler operations and more efficient marketing methods, so I think this update iteration will continue in 2018.

That's an important lesson we learned in 2017, and I think it's time to take a look at the important updates of Facebook 2017 a few years ago to give friends who haven't moved up with Facebook in 2017 a little bit of the basics.

This is our first audio, I hope you can support more, the shortcomings please include more. Thank you very much for sharing it so that more partners know and say thank you again.

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