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b'The deep dive into all things Facebook Ads continues with\\xa0part two of my mini training with Rick Mulready.\\nIn\\xa0part one\\xa0we discussed the importance of mapping out a strategy before you jump into scheduling your ads, as well as knowing how to target your ideal customer and build custom audiences using the Audience Insights tool. (Missed Part 1? It was SO GOOD and you can listen\\xa0here.)\\nWe\\u2019re going a little deeper in\\xa0today\\u2019s second part\\xa0by telling you how to set up your ads using the Power Editor and how to assess your performance by focusing on a few key metrics.\\nPART TWO Getting to know the Power Editor.\\xa0A Facebook ad consists of three elements\\u2014 campaign, ad set and ad. The campaign is where you set the objective of the ad, such as page post engagement or website clicks. The ad set is where you select the targeting, budget and schedule for the ad. And the ad is where you have the image and text for your ad.\\nHow to Create a Campaign:\\nUsing metrics to evaluate ad performance. First, don\\u2019t look at anything related to how your ads are doing for 72 hours. Then, take a look at these numbers by going to the ads manager, clicking the performance dropdown menu and selecting customized columns to choose the stats you want to review.\\nThese are the metrics to pay attention to:\\nCost per lead (or conversion):\\xa0In general, shoot for $9 and under on a lead. Sound high? You\\u2019ve got to be real about what\\u2019s happening with Facebook. It\\u2019s super competitive and that means it\\u2019s getting more expensive\\u2014yet it\\u2019s still the most cost-effective ad platform.\\nLanding page conversion rate:\\xa0Your goal is at least 20% conversion. If you\\u2019re not there, look at the consistency between your ad and the landing page. Are you using the same text, color scheme and other graphical elements? Is the messaging consistent?\\nClick-through rate:\\xa0If it\\u2019s less than 1%, that\\u2019s a sign that your ad is not resonating with your audience.\\nRelevance score:\\xa0The closer you are to 10, the better. If it\\u2019s low, that means your ad isn\\u2019t relevant. The problem could be with your ad or with the audience you\\u2019re targeting.\\nFrequency score:\\xa0If you\\u2019re at a 4 or higher, that means people are seeing your ad too many times and won\\u2019t look at it anymore. Try changing up the type of ad you\\u2019re showing.\\nIf you\\u2019re happy with the metrics, start to scale. If not, use the data to figure out your next step. For example, if you\\u2019ve got a 2% click-through rate and a decent relevance score, but your cost per lead is high, that might mean something about your landing page isn\\u2019t consistent with your ad. Use the data to troubleshoot your campaign.\\nRemember: Become a student of Facebook ads! Research the strategy that works for you, and don\\u2019t be afraid to dive in and take some risks for your list-building efforts.\\xa0Now is the time.'