MODULE 8 — UNDERSTANDING YOUR AD RESULTS What You Will Learn After you launch an advert, you will see many numbers inside Ads Manager. At first, these numbers may look confusing. You might see: Reach Impressions Clicks CTR Cost per result Messages Leads Purchases Amount spent Don't worry. In this module, we'll explain the most important numbers in simple terms . The goal is to answer one question: "Is my advert actually working?" LESSON 1 — WHY YOU NEED TO CHECK YOUR RESULTS Running an advert and never checking the results is like giving someone money and never asking what happened to it. You need to know: How many people saw your advert How many people interacted with it How many people clicked How many people contacted you How many people bought How much you spent This information helps you decide what to do next. LESSON 2 — AMOUNT SPENT Amount Spent is simply how much money your campaign has used. Example You set a budget of: ₦5,000 per day After some time, Ads Manager may show: Amount Spent: ₦4,200 That means Meta has spent ₦4,200 so far. Always compare your spending with the results you're getting. LESSON 3 — REACH Reach is the number of different people who saw your advert. Example If your Reach is: 5,000 it means approximately 5,000 different people saw your advert. Reach answers: "How many people did I reach?" LESSON 4 — IMPRESSIONS Impressions is the number of times your advert was displayed. This can include the same person seeing the advert more than once. Example Your advert reaches: 5,000 people But it has: 7,000 impressions That means some people saw your advert more than once. LESSON 5 — REACH VS IMPRESSIONS This is easy to remember. REACH How many different people saw it? IMPRESSIONS How many total times was it shown? LESSON 6 — CLICKS Clicks tell you how many times people interacted with the clickable parts of your advert. Depending on the metric you're looking at, Meta can report different types of clicks. For beginners, focus on the clicks that are relevant to your campaign goal. For example, if your goal is to send people to your website, website link clicks are more useful than simply looking at every type of click. LESSON 7 — CTR CTR means: Click-Through Rate It tells you the percentage of people who clicked after seeing your advert. You don't need to memorize the calculation. Ads Manager calculates it for you. Simple example If 1,000 people see an advert and 20 click the relevant link: Your click-through rate is: 2% A higher CTR can be a sign that your advert is attracting attention, but CTR by itself does not mean the campaign is profitable. LESSON 8 — COST PER RESULT This is one of the most useful numbers. It tells you approximately how much you spent to get the result your campaign is optimized for. Example You spend: ₦10,000 and receive: 20 WhatsApp conversations Your average cost per result is: ₦500 per conversation Another campaign might spend: ₦10,000 and receive: 5 conversations That's: ₦2,000 per conversation The first campaign produced the result at a lower cost. LESSON 9 — MESSAGES If your campaign is designed to generate messages, pay attention to: How many conversations did you receive? For example: Amount Spent: ₦10,000 Messages: 25 Cost per message: ₦400 But don't stop there. You also need to know: How many of those conversations became customers? LESSON 10 — LEADS A lead is a person who has shown interest in your business and provided information or taken an action that allows you to follow up. For example: Someone fills out your form with: Name: John Phone: 08000000000 Service: Website Design John is now a potential customer. If you spent: ₦10,000 and received: 20 leads your average cost per lead would be: ₦500 LESSON 11 — PURCHASES If your campaign is designed to generate sales, purchases are one of the most important results to watch. For example: Amount Spent: ₦20,000 Purchases: 5 That means you spent an average of: ₦4,000 per purchase But you also need to compare that with how much profit each sale produces. LESSON 12 — DON'T LOOK AT ONE NUMBER This is very important. Don't say: "My advert has a lot of clicks, so it must be good." Maybe people are clicking but nobody is buying. Or: "My advert has a low cost per click, so it's successful." Maybe the clicks aren't producing customers. Always look at the entire customer journey. Example Ad Spend ₦20,000 ↓ Clicks 100 ↓ Website Visitors 90 ↓ Leads 20 ↓ Customers 5 Now you can see what actually happened. LESSON 13 — CHECK YOUR BUSINESS RESULTS Advertising results are not the only results that matter. Imagine: ₦20,000 spent 50 WhatsApp messages 5 customers If each customer gives you: ₦30,000 profit Then the campaign may be very valuable. But if you get: 50 messages and: 0 customers you need to investigate what is happening. Maybe: The price is too high The offer isn't attractive You're responding slowly The wrong people are contacting you Your sales process needs improvement LESSON 14 — WHAT DOES A GOOD AD LOOK LIKE? There is no single number that automatically means an advert is good. A result that is excellent for one business may be poor for another. For example: A company selling a ₦2,000 product may need very cheap customer acquisition. A company selling a ₦2,000,000 property may be comfortable paying much more for a qualified lead. So don't ask: "Is ₦1,000 per lead good?" Ask: "Can I make enough profit from these leads to justify ₦1,000 per lead?" LESSON 15 — WATCH FOR WARNING SIGNS Here are some common situations. Lots of impressions but very few clicks Your advert may not be attracting enough attention. Consider testing: A different image A different video A stronger headline A better offer Lots of clicks but few enquiries The problem may be after the click. Check: Your website Your landing page Your offer Your WhatsApp process Lots of messages but few sales Your advertising may be generating interest, but your sales process may need improvement. Check: How quickly you respond How you communicate Your pricing Your offer Whether you're attracting the right customers Very expensive results You may need to test: Different creative Different audience Different offer Different campaign setup Don't immediately increase the budget. First understand the problem. LESSON 16 — DON'T PANIC WHEN RESULTS CHANGE Advertising results can change. One day may be better than another. Don't make major decisions based on a tiny amount of data. Instead: Launch ↓ Allow data to accumulate ↓ Analyze ↓ Make a decision The amount of data you need depends on your campaign, budget, objective and business. LESSON 17 — KEEP RECORDS It's a good habit to record your advertising results. You can track: Date Amount Spent Reach Clicks Messages Leads Sales Revenue This helps you understand what is happening over time. MODULE 8 PRACTICAL TASK Open your Ads Manager if you have already launched a campaign. Find the following: Amount Spent Reach Impressions Clicks CTR, where relevant Cost per Result Messages, if applicable Leads, if applicable Purchases, if applicable Write down your numbers. Amount Spent Reach Impressions Clicks Cost Per Result Messages/Leads/Sales MODULE 8 CHECKPOINT Remember: Reach How many different people saw your advert? Impressions How many times was the advert displayed? Clicks How many times did people click or interact? CTR How often did people click relative to impressions, for the selected click metric? Cost Per Result How much did you spend on average for the result your campaign is measuring? Most Important Don't measure success by clicks alone. Measure whether the advert is helping you achieve your actual business goal. SIMPLE FORMULA Think about your advertising like this: MONEY SPENT ↓ PEOPLE REACHED ↓ PEOPLE INTERESTED ↓ LEADS / MESSAGES ↓ CUSTOMERS ↓ REVENUE Your job is to understand what happens at each stage. NEXT MODULE MODULE 9 — TESTING, IMPROVING & SCALING ADS In the next module, you'll learn what to do when an advert is working, not working, or somewhere in between — and how to improve your campaigns without blindly spending more money. MODULE 9 — TESTING, IMPROVING & SCALING ADS What You Will Learn Your first advert may work well. It may perform poorly. Or it may give you results that are somewhere in between. That's normal. Good advertising is not about creating one advert and hoping it works forever. It's about: TEST → CHECK RESULTS → IMPROVE → TEST AGAIN In this module, you'll learn how to do that. LESSON 1 — WHY DO WE TEST ADS? You cannot always know which advert will perform best before you run it. For example, you might create two adverts for the same product. AD A Uses a product image. AD B Uses a short video. You may discover that the video gets better results. You learned something from the test. Testing helps you discover: Which images work Which videos work Which messages work Which audiences respond Which offers work LESSON 2 — DON'T CHANGE EVERYTHING AT ONCE Imagine your advert isn't performing well. You decide to change: The audience The image The video The text The offer The budget all at once. Now you don't know what caused the improvement or decline. Instead, when practical, test one important change at a time. Example Keep the: Audience Budget Offer the same. Change only: Image Now you can compare the results more clearly. LESSON 3 — TEST YOUR CREATIVE Your creative is the image or video people see. You can test: IMAGE A Product photo IMAGE B Customer using the product VIDEO A Short product demonstration You can then compare the results. LESSON 4 — TEST YOUR AD COPY You can also test different messages. AD COPY A Get professional cleaning services for your home today. AD COPY B Too busy to clean? Let our professional team handle it for you. Both are promoting the same service. But one may connect better with your audience. LESSON 5 — TEST YOUR HEADLINE Your headline can also be tested. HEADLINE A Professional Cleaning Services HEADLINE B Book Your Home Cleaning Today HEADLINE C Reliable Cleaning For Your Home The best headline is the one that helps your advert achieve its goal. LESSON 6 — TEST YOUR AUDIENCE Sometimes the problem isn't the advert. It may be the audience. For example: AUDIENCE A Broad audience in Port Harcourt AUDIENCE B A relevant interest-based audience in Port Harcourt You can compare the results. Remember: Don't assume the audience is better simply because it looks more specific. Let the results guide your decision. LESSON 7 — TEST YOUR OFFER Sometimes the problem is not Facebook. The problem may be the offer. Imagine you're selling: Website Design — ₦250,000 You could test a different package: Website Design — ₦150,000 Or instead of changing the price, you might add more value: Website + WhatsApp + Domain Setup The important thing is to make sure the offer is attractive and profitable. Never reduce your price blindly just because an advert isn't working. LESSON 8 — WHEN SHOULD YOU STOP AN AD? You don't need to keep spending money on an advert that clearly isn't producing useful results. Look at the data. If an advert is consistently producing poor results compared with your other tests, consider pausing it. Example You run two ads. Ad A ₦10,000 spent 20 leads Ad B ₦10,000 spent 3 leads Ad B may need to be investigated or paused. But don't make decisions from tiny amounts of data without considering the campaign's objective and context. LESSON 9 — WHEN SHOULD YOU KEEP AN AD RUNNING? If an advert is producing good results at a cost that makes sense for your business, you may want to keep it running. For example: You spend: ₦10,000 and generate: ₦50,000 in profit That could be a strong result. The exact numbers that make sense will depend on your business. LESSON 10 — DON'T CHANGE A WINNING AD TOO QUICKLY Imagine you find an advert that is producing good results. Don't immediately start changing everything. Let it continue to run while you monitor it. If you need more volume, consider testing additional versions rather than destroying the version that is already working. LESSON 11 — WHAT IS SCALING? Scaling means increasing your advertising activity after you've found something that works. For example: You start with: ₦5,000/day and the campaign produces profitable results. You may decide to gradually increase the budget. The goal is to get more results while maintaining acceptable performance. LESSON 12 — DON'T SCALE TOO FAST A common beginner mistake is: "This advert made sales today! I'm going to increase the budget massively." That can be risky. A campaign that performs well at a small budget may not perform exactly the same way at a much larger budget. Increase carefully and monitor the results. LESSON 13 — SCALE WHAT WORKS Don't scale an advert simply because you like it. Scale based on evidence. Look at: Cost per result Leads Messages Purchases Revenue Profit If the campaign is producing results that make business sense, you have something worth testing further. LESSON 14 — DUPLICATE OR CREATE NEW TESTS If you have a successful advert, you can test new variations. For example: Winning Ad ↓ Test a new image ↓ Test a new video ↓ Test a new headline ↓ Test a new audience This allows you to keep learning while maintaining what already works. LESSON 15 — DON'T CHASE CHEAP RESULTS This is important. Suppose: Campaign A Cost per lead: ₦500 But the leads rarely buy. Campaign B Cost per lead: ₦1,500 But the leads regularly become customers. Campaign B may actually be better for the business. Don't focus only on getting the cheapest click or cheapest lead. Focus on valuable customers. LESSON 16 — LOOK AT THE ENTIRE FUNNEL Remember what we learned in Module 8. A campaign might look like this: ₦20,000 spent ↓ 10,000 people reached ↓ 500 clicks ↓ 100 messages ↓ 20 serious leads ↓ 5 customers The goal is not simply to get more clicks. The goal is to move people through the process until you get valuable business results. LESSON 17 — A SIMPLE IMPROVEMENT PROCESS If your advert isn't performing well, don't panic. Follow this process: STEP 1 Check the results. STEP 2 Find the weakest part. STEP 3 Identify one thing to test. STEP 4 Make the change. STEP 5 Run the test. STEP 6 Compare the results. STEP 7 Keep what works. STEP 8 Remove or improve what doesn't. That's how you become better at advertising. LESSON 18 — EXAMPLE Imagine you're advertising: Men's Sneakers — ₦35,000 You launch your first advert. After testing, you notice: AD A Image 10 sales AD B Video 3 sales The video may not be working as well as the image. Instead of guessing, you can: Keep Ad A and test another image or another version of the video. You're learning from actual results. MODULE 9 PRACTICAL TASK Look at one of your campaigns. Answer these questions: WHAT IS YOUR BEST AD? WHY DO YOU THINK IT IS WORKING? WHAT IS YOUR WORST AD? WHY DO YOU THINK IT IS NOT WORKING? WHAT CAN YOU TEST? Image / Video / Copy / Headline / Audience / Offer WHAT WILL YOU KEEP THE SAME? MODULE 9 CHECKPOINT Remember these five things: 1. TEST You don't know what will work until you test. 2. MEASURE Use your results to make decisions. 3. IMPROVE Change weak parts of your campaign. 4. KEEP WINNERS Don't destroy something that is already working. 5. SCALE CAREFULLY Increase spending gradually and monitor the results. THE SIMPLE FORMULA TEST Try something. ↓ MEASURE Look at the results. ↓ LEARN Understand what happened. ↓ IMPROVE Make a better version. ↓ SCALE Put more money behind what consistently works. NEXT MODULE MODULE 10 — MAKING MONEY WITH FACEBOOK & INSTAGRAM ADS This is the final module. You'll learn how to take everything you've learned and turn it into a real service or business , including how to find clients, create advertising packages, set your prices and get your first client. MODULE 10 — MAKING MONEY WITH FACEBOOK & INSTAGRAM ADS What You Will Learn You've now learned how to: Create an advert Choose an audience Set a budget Launch a campaign Send people to WhatsApp or a website Read your results Test and improve your campaigns Now we're going to turn that knowledge into a money-making skill . You can use Facebook and Instagram advertising in two main ways: OPTION 1 Use ads to grow your own business . OPTION 2 Use your skills to run ads for other businesses and charge them . LESSON 1 — ADVERTISE YOUR OWN BUSINESS The easiest place to start is with your own business. You can use what you've learned to promote: Products Services Courses Websites Events Your personal brand For example, if you build websites, you could run an advert saying: Does Your Business Need a Professional Website? Then send interested people to WhatsApp. You are now using the skill you've learned to generate your own customers. LESSON 2 — FIND BUSINESSES THAT NEED ADS Many businesses have social media accounts but don't know how to advertise properly. Look for businesses such as: Fashion brands Restaurants Real estate companies Car dealers Beauty businesses Schools Logistics companies Event businesses Online stores Service businesses Look at their Facebook and Instagram pages. Ask yourself: Could this business benefit from paid advertising? If yes, they could be a potential client. LESSON 3 — BUILD A SIMPLE PORTFOLIO Before approaching clients, create examples of your work. You don't need 20 clients. You can start with 2–3 examples . For example: Example 1 A fashion advertising campaign. Example 2 A restaurant advertising campaign. Example 3 A website design advertising campaign. If you haven't worked with real clients yet, you can create sample campaigns for practice. Be honest and clearly identify them as sample work. LESSON 4 — SHOW WHAT YOU CAN DO Don't just tell people: "I know Facebook ads." Show them. Create examples showing: The advert ↓ The audience ↓ The campaign ↓ The results If you have real results, show them with the client's permission. This makes your service much easier to sell. LESSON 5 — HOW TO APPROACH A BUSINESS Don't immediately send a long sales message. Start a conversation. Example Hello, I came across your business on Instagram and I really like what you're doing. I noticed you're already active online, and I believe you could reach more potential customers with targeted Facebook and Instagram advertising. I help businesses create and manage advertising campaigns. I'd be happy to show you some examples of my work. Keep it short. Be professional. LESSON 6 — ASK QUESTIONS BEFORE GIVING A PRICE If the business is interested, find out what they need. Ask: What do you want to advertise? Product or service? What is your goal? Messages? Leads? Sales? Website visitors? Who are your customers? Where are your customers? Do you already have an advert? Do you have a website or WhatsApp? What is your advertising budget? These questions help you understand the project. LESSON 7 — UNDERSTAND THE DIFFERENCE BETWEEN YOUR FEE AND THE AD BUDGET This is extremely important. There are two different costs . YOUR MANAGEMENT FEE This is what the client pays you for your work. For example: ₦75,000 ADVERTISING BUDGET This is the money spent on Meta ads. For example: ₦100,000 The client could therefore pay: ₦75,000 — Your service ₦100,000 — Advertising budget Your fee and the ad budget should be clearly explained. Don't accidentally spend your own money on a client's advertising. LESSON 8 — CREATE SIMPLE PACKAGES You can create different packages. STARTER ADS PACKAGE For small businesses. Could include: Campaign setup Audience setup Ad creation Basic monitoring Basic reporting STANDARD ADS PACKAGE Could include: Campaign setup Multiple ads Audience testing Campaign management Weekly reporting Optimization PREMIUM ADS MANAGEMENT Could include: Multiple campaigns Creative testing Audience testing Ongoing optimization Detailed reporting Strategy Consultation Your packages should reflect the amount of work you actually provide. LESSON 9 — HOW MUCH SHOULD YOU CHARGE? There is no single correct price. Your price depends on: Your experience The amount of work Number of campaigns Number of ads Reporting Creative production How often you manage the campaign The client's business Your level of responsibility As a beginner, you can start with a simple service and increase your price as your experience and results improve. Don't compete only by being the cheapest. LESSON 10 — GET PAYMENT BEFORE STARTING Before starting a client's project, agree on: What you're doing How much you're charging How long the service will last What the client needs to provide How the advertising budget will be handled How reporting will work Then collect the agreed payment or deposit. Don't start working for a client based only on: "I'll pay you later." LESSON 11 — CLIENT ADVERTISING BUDGET The client should have a separate advertising budget. For example: Your management fee: ₦75,000 Ad budget: ₦100,000 The ₦100,000 is not your income. It is money intended for advertising. Make this very clear to the client. LESSON 12 — MANAGE CLIENT EXPECTATIONS Never promise: "I'll guarantee you 100 sales." Advertising doesn't work that way. You can promise to: Set up the campaign properly Test different approaches Monitor the results Make improvements Provide reports But the final results depend on many things, including: Product Price Offer Market Competition Creative Audience Sales process Website Customer service Be honest with your clients. LESSON 13 — GIVE CLIENTS REPORTS Clients want to know what happened with their money. Give them a simple report. For example: MONTHLY AD REPORT Ad Spend: ₦100,000 People Reached: 25,000 Clicks: 1,200 Messages: 150 Leads: 50 Sales: 12 Then explain what happened. For example: The campaign generated 150 WhatsApp conversations. The strongest advert was the product video, so we recommend testing more videos next month. Keep your reports simple. LESSON 14 — ASK FOR TESTIMONIALS When you successfully complete a project, ask the client for a testimonial. For example: "Thank you for working with us. If you're happy with our service, we'd appreciate a short review about your experience." A good testimonial can help you attract your next client. LESSON 15 — GET REFERRALS One client can lead to another. After completing a project, ask: "Do you know another business owner who might benefit from Facebook and Instagram advertising?" A referral can be one of the easiest ways to find your next client. LESSON 16 — TURN THE SKILL INTO A BUSINESS You now have several possible services you can offer. ADS SETUP You create the campaign and launch it. ADS MANAGEMENT You manage the campaign over a period of time. CREATIVE CREATION You create images, videos and ad copy. MARKETING CONSULTATION You help businesses develop their advertising strategy. FULL MARKETING SERVICE You can combine: Website + Ads + Social Media + Content This can become a larger service offering for your business. LESSON 17 — YOUR FIRST CLIENT DOESN'T HAVE TO BE BIG Don't wait for a major company. Your first client could be: A friend's business A family member's business A local restaurant A small fashion brand A salon A real estate agent A small online store Your first goal is experience . Once you have experience and results, you can start targeting larger businesses. LESSON 18 — BUILD YOUR REPUTATION Your reputation will become one of your biggest assets. Do good work. Communicate properly. Don't disappear after receiving payment. Keep clients updated. Be honest about results. Deliver what you promised. Over time, satisfied clients can become your biggest source of referrals. MODULE 10 PRACTICAL TASK Now create your own Facebook & Instagram advertising service. YOUR SERVICE NAME WHAT DO YOU OFFER? WHO DO YOU HELP? YOUR STARTER PACKAGE Includes: YOUR PRICE ₦____________________________ CLIENT'S ADVERTISING BUDGET ₦____________________________ HOW WILL YOU FIND CLIENTS? WhatsApp / Instagram / Facebook / Referrals / Direct Outreach / Other FINAL COURSE PROJECT Now put everything you've learned together. Choose a real or fictional business. Build a complete advertising campaign. STEP 1 — BUSINESS Choose a product or service. STEP 2 — GOAL Choose what you want the campaign to achieve. STEP 3 — OFFER Create the offer. STEP 4 — AD Create your image/video and write your ad. STEP 5 — AUDIENCE Choose your target audience. STEP 6 — BUDGET Choose a realistic test budget. STEP 7 — DESTINATION Choose WhatsApp, website or another destination. STEP 8 — LAUNCH Create and publish the campaign if you're ready to spend your test budget. STEP 9 — MEASURE Check your results. STEP 10 — IMPROVE Identify what worked and what needs to change. CONGRATULATIONS! You've completed the Berlain Wolf Tech Facebook & Instagram Ads Course . You now understand the basic process: PLAN ↓ CREATE ↓ TARGET ↓ LAUNCH ↓ MEASURE ↓ IMPROVE ↓ SCALE ↓ GET CLIENTS Remember: You don't become good at advertising by simply watching courses. You become good by creating campaigns, testing ideas, studying the results and improving over time. Start small. Practice. Learn from your results. And keep improving. BERLAIN WOLF TECH Learn the skill. Build the skill. Monetize the skill.
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