Our fourth contestant is Sam Ventura, whose title is Solving the Identity Crisis. One of these two people is widely known for being one of the best ever to do what he's doing. He's won numerous awards throughout the course of his career, and he's produced some of the best statistical output in history. The other was in a movie called Space Day. Now if you're confused, here's why. Both of these two men are named Michael Jordan. Right, we have Michael Jordan, the world-renowned professor of statistics at UC Berkeley. And on the left, we have Michael Jordan, who most of you are probably more familiar with. A Hall of Fame basketball player who won six NBA championships and spends most of his time now making awkward underwear commercials. Now, I want you to imagine for a second that you want to learn more about Michael Jordan as a statistics professor. So like any bright line of human in the 21st century, you type into Google Michael Jordan statistics. And what happens? Your barrage with 43 million hits on how many points Michael Jordan basketball player scored in the 1997 NBA playoffs. This is the problem I'm trying to solve with my thesis. See, we have these text records, for example, these Google searches. And often these text records are ambiguous, but as Google doesn't really know which Michael Jordan statistics I'm looking for, I'm developing new statistical methodology to disambiguate these text records. So imagine there's a giant database of every paper that's ever been written. Now, am I the first Sam Ventura ever to win a paper? No, of course not. But can the algorithms that I developed in my thesis determine which of these papers, which of these text records belongs to me and which belongs to the other Sam Venturas? That's the goal. And here's how I adopted it. Existing approaches for tackling this problem also use statistics, but they make one big mistake. They throw away a lot of information that could be useful in determining which records should be linked to each other. In my thesis, rather than throw this information away, I choose a framework for taking this information into account when determining which records should match. And the funny thing about it is I'm not even doing anything all that complicated. I'm using simple statistical concepts, such as taking the mean, the mean, the skew of the distribution. And then combining that with complex statistical models that learn what characteristics of these simple statistics are associated with matching records and non-matching records. In essence, I'm teaching the computer how to tell the difference between these two language organs. Now, I know what you're thinking. You're thinking, Sam, that's not that impressive at all. I get a pull in two seconds and these two guys want to say, well, that's great. But could you do it over and over and over and over again for billions of pairs like these? That's what the framework I choose from my thesis does. I combine simple and complex statistical methods to reduce the amount of linkage error in massive data sets. And the best part about it is I'm doing it all for you so that each of you gets proper attribution for your great work. Thank you.


Good evening. I'm going to talk to you about ion channels. So that means we're going to answer this question. What are ion channels? Okay, I'll forgive you if you haven't asked the question before yourselves But ion channels are actually a lot closer to all of our lives than many of us realize and there wouldn't be much life without them So let's dive right in So it sounds a little bit esoteric or technical maybe so let's try and break apart the question for a start What are ions? So here are some ions that you're probably familiar with already, right? This is ordinary table salt it's made up of ions of sodium and chloride I'm sure you've heard that name before so ions are just atoms that have an electric charge So these guys are positively charged and the chloride ions are negatively charged Stack enough of them together you end up with a crystal of salt Now we know what happens if you drop some salt into water it will dissolve, right? This just means that the water molecules get in between the the ions Then breaks them apart and now you have your sodium and chloride ions floating about in solution and this is a Common situation actually so you often find ions floating about in water for example in the ocean We know that salty water. There's heaps of ions floating about there In your food as well think about soup for example, that's got a lot of salt in it that's ions floating about and Also in our bodies our blood and other body fluids also contain a lot of ions This is what's going to be important for us right now So that's ions Sort of channels You probably already have an idea about this one. So I'll just show you a picture of a channel that I like This is a canal in Venice So what is it it's essentially just a pathway that a boat can move through because it can't move through the buildings I hope you know this already so What ion channels ion channels are just pathways for ions to move down, right? So obviously these are not ions. These are not ion channels. These are ions, but this is not an ion channel. So Where are all the ion channels? Well, it's true to say they are actually in Venice You do find them there and you find ion channels in Munich as well and right now in this room There are trillions of ion channels So if you want to find out what they are you just have to look around at your neighbors because ion channels are in all of us Or more specifically they're in the cells that make up our bodies now It's not just us of course all living things are made up of cells and all of those cells contain ion channels So all of these guys plus more whatever you can think of that's alive. So that includes birds and bats all kinds of plants And even down to single celled organisms like this amoeba here or even bacteria They're all alive. They all have ion channels so let's have a closer look at cells and see where And see where the ion channels are and what they're doing so we'll take ourselves as an example because we're all narcissists I assume and So we see here a diagram of Human where you can see some organs.  We would see that a Cell is basically just a bag of salty water with a few other things inside that I won't go into and What keeps all that salty water and other stuff contained is the cell membrane or on the outside The main job of the cell membrane is to stop things from getting out and to stop other things from getting in It keeps the inside separate from the outside But sometimes the cell does want to move things across the membrane. He wants to move stuff in or out Some of those things are ions The problem for the cell ions can't get through the cell membrane. They'll bounce right off So to solve the problem The cell manufactures small tubes made out of protein and inserts them across the membrane So now it will have so the tube traverses the membrane and now that there's a hole and this is our ion channel So now the now the membrane the cell membrane has all these little these little pores or holes in them and now In it and now ions can pass through The other issue for the cell is that it wants to control wasn't to keep wants to keep control So wants to control when ions move in and out and so this means that ion channels are in general closed And they'll only open under specific circumstances when the cell wants them to so To have a look at a closer look at how this process works We'll have a look at one of our basic physiological functions that we're all familiar with which is movement That is moving our muscles this is just a Diagram of some of the muscles around the shoulder and arm and Like all our organs muscles are made up of cells the muscle cells they tend to be long and thin you might guess that they have a membrane and There are some ion channels in that membrane very important for for muscles is Are these protein filaments that are capable of grabbing on to each other and pulling each other together and And this pulls the ends of the muscle cell together So the muscle cell contracts and so when enough of your cells contract together your muscle contracts and you can move And the central part of this process is that calcium is bound to these protein filaments specifically calcium in the form of ions So if you wonder how the ion can get inside the inside the cell now we know right they can get in through ion channels so let's have So let's say exactly how this process works So say you want to move for some reason you have an itchy nose you want to scratch your nose so you have the thought I'm going to scratch my nose you send the thought down your the signal down your neurons and One of your neurons will project a process all the way to the muscle that you want to move and it will terminate We'll end very close to the mark to do the muscle cell When the signal that you want to send gets down to to to scratch your nose gets down to the end of the of the The neuron it releases a message a messenger a chemical messenger called a neurotransmitter This is the signal for the muscle cell to contract So there's no point sending a signal if that signal can't be received And so for the muscle cell the way to receive the signal is through ion channels. So these green ion channels here Have a special Spot on them that neurotransmitters can bind to and it's kind of like a key in a keyhole So these neurotransmitters transmit transmitters attached to the ion channel Unlocks the ion channel it opens and now ions can move through So you see speak and see probably that this is not our calcium ion That's the one we want to get inside That's because these ion channels are just the the guys that receive the signal and tell the muscle to activate What they do is they initiate an electrical signal that is passed to the These other ion channels the calcium channels which allow the calcium ions to get inside The calcium ions can bind to the protein filaments the muscle contracts. You can scratch your nose So that's how ions ion channels of different types being opened at specific times Allow us to do simple things like scratching our nose And we know that as long as we don't do anything too ambitious this process Usually works out pretty well most of the time But there are substances out there that can interfere with the function of our ion channels And disrupt our physiological processes like moving our muscles So these substances tend to be things that we call drugs or toxins so Toxins for example are just are just natural poisons some things that you find in nature that disrupt your physiology in some way usually harming you and so some toxins work by Binding to your ion channels and interfering with and interfering with how they work Some for example can stick to the same spot on the ion channel as the neurotransmitter usually sticks The problem for for you is that and for your ion channels is that the toxin doesn't work so much like a key as like sticking some chewing gum into a lock so It doesn't open the ion channel But now neither can the neurotransmitter you can't get the key into the lock. That's full of chewing gum So this means that no matter how much of a signal is being sent by the neuron to the muscle it will The muscle will never really receive the signal. I won't realize that it's being told to contract The toxins can work in different ways as well. So now yeah, so now this is this site is blocked Another way that toxins can work is simply by plugging the pore through which ions can move So even if the channel is open see we've got a neurotransmitter attached the channels open But there's no way for the ions to to move through so again even though The signal is being sent and in this case the channel is open the muscle never realizes that it's getting a signal because of this toxin so Now let's have a look at a real-life example of one of these one of these toxins and And how it works So this is a plant that you find you can find in rainforest in South America and it contains a toxin that Specifically affects these ion channels that I've talked about already which receive a signal from your neurons and they work like these Chewing gum in the lock type toxins and it blocks the site Where a neurotransmitter usually binds and so your muscle can't contract This toxin has been used traditionally by by native people in South America when they were hunting So they use this so it's common to use this kind of a weapon So it's a blowgun and so it involves putting a dart inside the tube and then blowing that dart towards prey animal that the hunter wants to eat and they To ensure success it was typical to dip the tip of the of the dart in the poison that's extracted from these from this plant and So then when the dart hits the animal the toxin goes into its blood and into its muscle it blocks up these ion channels and now Even though the muscle is trying to even though that the animal is trying to tell its muscles to move it doesn't work It's paralyzed it will fall to the ground and the hunter can go and collect it so when Europeans came to South America they of course they eventually learned about this these sorts of toxins from the native people and Eventually some of it made its way back to Europe in there and also in the US Doctors sort of began to think that maybe this could be useful in medicine Because maybe if you didn't give enough to actually kill a person you could just give enough to relax the muscles And there are some situations in medicine where it's really useful to To have this kind of substance to relax the muscles of a patient for example in surgery so It's It's a lot easier to put to perform a surgery if the patient's muscles are completely relaxed and so doctors tried to apply this this particular toxin in conjunction with anesthetics and And it does work But it turned out it was a bit too unpredictable to use Routinely and so after some time although it was the basis for the development of synthetic drugs that work with Exactly the same principle or similar principles to the toxin but are more more easily controlled So these are just two examples of situations where ion channels can be interfered with to To to affect our physiology But there are thousands of other substances out there toxins and drugs that can interfere with our ion channels and These substances are so effective at interfering with our physiology because our ion channels are so important for so many of our functions So I've talked about muscle tonight And how important ion channels are there, but all of our bodily organs are made up of cells and all those cells have ion channels That underlie how they work so including your brain your liver your heart your lungs pretty much all of it and in every case If you didn't have ion channels there that organ is not able to function properly So that is basically how close to your lives ion channels really are and And so yeah, so even though you can get by without thinking about them most of the time it's it's fair enough Now you know at least that even when you're not thinking about them They are they're still working your way in opening and closing just at specific times when your body wants them to To underlie all these essential functions that they keep us alive. Thanks Now we have some time for questions, please Please If I got you right You mentioned that there are Two types it is two types of these ion channels this for sodium at all calcium Yes, so the question is if there is a two types of ion channels or only two types No, there are many types. There are Dozens possibly more than a hundred So it's not over yet Okay Have you finished is a question Let's stick to one I think Let's stick to one is so it's it's over. Yes So that they could you you can by way approach the speaker stuff to the event and talk about So the question is if there are different types of ion channels, how they control what exactly they're passing through For example by their charge, maybe they control it. Yep, sure. So they're different ion channels They let through different types of ions some are very specific For this case for calcium as we saw or for that and yeah, it depends on the the pore size On this yeah, the size of the hole through the through the middle of the channel And other things like the particular amino acids that are inside and how they interact with the ions as they come through So there's different ways there's a couple of different ways, but simple size is one way that Selectivity is controlled So some more questions, please So now that we know that they're like different ion channels I wanted to know if there are differences in ion channels from the human body cells or Probably like let's say bacteria body cells so that you could like develop a drop which is just specifically targeted So the question is are there mechanisms of ion channels different in bacteria and maybe humans for example And if you can specifically target the ions which are in the bacteria. Yep, sure There are yeah, there are big differences between species It's function of ion channels in bacteria is not really clear at this stage But I'll tell you a good example, which is the comparison between a type of ion channel But that's essentially the same but it's diverged through evolution between mammals and birds and And this ion channel is the stuff that detects the capsaicin in Chili's so that's why chilies are hot and The mammalian ion channel is sensitive to this stuff, but the bird version is not So it means that birds can eat chilies fly away and like poop out the seeds somewhere far away But mammals that usually crush up the seeds try and eat it And then and don't they don't eat the chili anymore. So yeah can vary even just between birds and mammals It's very convenient Some other questions What you can do to the what What you can do to keep the channels clean I'm not sure. Okay, so they're really tiny cellular components so Something goes wrong with an ion channel the cell will just take it out and trash it and break it down Into its constituents make a new one and put a new one in So for you that just means Eating your vegetables and being healthy That's there's not really like this there's not an avoiding We're just avoiding drugs and toxins that that are gonna lock up your iron that actually gonna cause trouble for your Channels, but in general you don't need to worry about them getting dirty or wearing out on this sort of thing it's just Just part of yourselves that will be recycled over time. We will come to a topic of public health in the next Next talk, so thank you Alex


All right Virgo, welcome back to my channel. This is Kelly from House of Virgo. If you're new, please do hit click like share and do do do subscribe if you are resonating with my messages that would greatly help to support my channel and everything you need to know or all the information like booking a reading purchasing any of my decks on the description box below this video. Okay, so Virgo, happy birthday. Today is 21st as I'm recording this reading. So we are at the end of Virgo season. Wow, that went really quick, huh? You guys, hi everybody in the chat. All right, so we're still in the Mercury retrograde till October 2nd. And then we have our post shadow period. So let's take a look and see what messages will be coming out here for you. For this retrograde period up in through October. What does Virgo need to know? Oh, I've got slippery fingers today. What does Virgo need to know in regards to love going through the rest of this metric metro grade? And I have like, I can't talk. Retrograde. Okay, let me see. Okay, wedding rings. Oh, Union wedding getting married soul connection being made eternal love everlasting promises. That's nice, Virgo. Very nice. Okay. Are you guys trying to get married? What's going on with you? Someone gonna propose here? Could be somebody that you meet or someone that you've met who may still wear a wedding ring and they may be widowed. I'm just hearing. Okay, let's see. Abundance. Oh my goodness. Keeping a positive mindset. Manifest exactly what is wanted. Gratitude and bliss. So you've got somebody here who wants to marry you or wants to be your plus one, your eternal soul mate love everlasting love here. This person is very positive or is having a has a positive mindset about this, which is good OMG. Now you've got love call. Okay. All right, Virgo. You're getting a phone call, Virgo. You're getting a phone call. Someone expresses their love to you or text you a message of love thinking of you wants to let you know somebody here wants to marry you. Who is this person, Virgo? Who are you talking to? Have you met them yet? You may not have met them yet. Maybe you have. You might know who this person is. Let's take a look out. We almost had a jumper, but it didn't finish its jump. Let me see. Who is this person? What is going on? You could get a love call and someone says, let's get married. Let's do this. Let's run to Vegas. Let's go wherever. Let's do it now. I don't know why I'm feeling this rushed energy. For some of you, it may just be that kind of energy. Like, let's do it. Forget this. Forget it all. Let's, oh my gosh. Okay. This person is someone who, well, with the six of ones, either they're popular, or they're not popular. Or they sit in a position of people know who they are. Okay. Let's see. Let's see. Fire sign, perhaps. Holy moly. Right when I said that. There's king of wands. Male or female energy. Okay. Wow. Okay. Aries Leo, Sagittarius. Sun, Moon, Rising, Or Venus. Okay.  So I'm just, I'm seeing an audience that surrounds this person. Some kind of an audience or people. Okay. They could be globally well-known. They could be well-known nationally, locally, something along those lines. Okay. Wow. All right. Five of Pentacles. Night of Wands. Wow. Okay. This person is definitely on their own. Alone. Wow. Okay. Cards are just flying out. This person is like, they're ready. Like, they're going to rush in. If you know them, this is definitely the energy that's playing out. If you don't know who this person is, you could be meeting them during this retrograde. Okay. Now they live at a distance. Okay. So they don't have to be, like I said, famous, but they are someone who is successful. Okay. So let's leave it at that. Okay. They could be famous, but they're definitely successful. They could be on the other side of the world. You might meet them through the internets, the intranets, connecting with this person, exchanging numbers, talking to them online.  Expect that love call here. That's a lot of like lovely messages here. If you know them to tell you that they're thinking of you, you may have met them a long time ago and exchanged numbers and nothing happened. And here they are showing up again. Okay. All right. This person, devil energy, they would be very obsessive with you or will become very obsessive with you. And that's what this night of one's energy is, like very passionate and lust filled energy. Okay. So during this retrograde, up until the second and maybe a little bit after, I do feel, okay, Capricorn energy as well. I do feel, oh, and also Aquarius, Taurus and Scorpio. Also, I feel like this person, wow, having an awakening is what's happening here. So it's either an awakening to you and this relationship. Okay. If you've already been connecting with them or dating or what have you and for others, this is like awakening to themselves.  And the only thing they don't have is that love and this person doesn't have a long term, like, person by their side to enjoy their life, you know, all their success. And it looks like this person, if you don't know them, you could be meeting them or connecting with them where they say, you know what, I am ready to settle down. I'm ready to I want and not settle down the negative way, but it's like I want to get to know you.  I'm ready to allow someone to enter into my world. Okay. I know what I need. This is kind of like that wake up call energy. Some of you might be surprised by the phone call and the message that comes through here. You know, this might be a little bit unexpected for some of you, but this person is revealing everything. Okay. And it's like a revelation. What else? What else does Berger need to know? Wow. Yeah. Dating three of cups. I feel like every time I do your readings, I'm getting notifications. So three of cups for some of you. This is a reunion with someone. Okay. Reconnecting with someone, celebrating, going out. This can be like engagement party kind of thing for some of you. There's a proposal and I'm also feeling like this person, okay, might have been, I feel like single, you know, for me, it's like, okay, you're either single or you're married. You know what I mean?  That's just my opinion. Like you're either single and dating or you are in some type of exclusive quote unquote contract with someone. Okay. So I feel like this person is like waking up to been around the world, dated all kinds of people, met all kinds of people. And for them, it's like every single person is a carbon copy of the other. You're unique. There's something special about you here, Virgo, that this person either sees or will see. You are not here. They see you as being high level. They see you as just being unique and very special. And at least they will. If you don't know them and you're connecting with them. But there's this energy of like, you're just not like all the rest. You're not like all the others. Let me see. Let me take a look at you Virgo. We're always looking at you Virgo. But I feel like this person, it really is like flirtatious. It's expressions of love, messages of love, it's affection. There's no grandstanding here when it comes to expressing emotions. This person, they're very strong physical attraction they will have or they or they do have for you. Okay. Life is cold where they are. They might be in a cold place or a cold environment. Nothing's going on. You know what I mean? Like there's, you know, for some of you, this person has chased their passions, you know, out of a sense of not having anything, you know, they, I feel like they may have like purposely throughout their life just, you know, tried to light a fire where there was just snow and cold to keep warm by connecting with other people in physically lustful ways.  There's nothing there where they are. And I feel like this is the energy which is making this person come to terms with all the partying, all the having fun, going from person to person, that kind of thing. There was nothing there. I don't know if this person needed to sow their seeds or what the deal was or they just weren't sure or they just felt like they were going to be missing something. You know, if you were in a separation with this person and then they went out and did all that, now they're coming back to you because they finally decided. I mean, yikes. That's a little bit of a different story how to handle that. But let's take a look at you. Okay. What is your energy Virgo? What's going on with you? Okay. Yeah. Look at you. You're good. You're stable. I like this. You have a nice home. You might have a wealthy home. You might just have a home that's enriched with all of your things and it's like yours. It's all yours. You may have a pet.  Got family. Some of you might work in like taking care of children or animals. I'm seeing like stability, wealth, abundance where you are.     You built a solid foundation for your life. Very stable. And you look good though.  I'm seeing like, I don't know, they're telling me ancestry. I'm seeing like family tradition. Some of you live in like a Victorian home or you live somewhere where there's a Victorian home. For some, let me see. You might have a golden retriever or someone does. Some of you might be like a single parent, right?  Okay, but either way, I'm seeing family oriented here with you, whether it's like your extended family or just you. Some of you might be working in a family business. I'm just seeing like a lot of, no crazy, like I do feel like a very different lifestyle than this person. And you look attractive. Like you both seem like there's an attraction because it's a different lifestyle for both of you.  And they look at you and they might feel like if you knew them before, it might be like, Oh, Virgo's boring, Virgo's just like an everyday next door kind of person. But now something shifted here, right? There's something very appealing about your safety and your stability and your strengths. And you're not attracted to this wildfire energy of this person. Okay, so there's something a little bit different in the way you guys live. Okay, but it feels like this person, you being in a more stable environment, this person wants to be what have what you have and they want that with you. Okay, let's see. It's interesting. Some of these readings I'll swear. Okay, yeah, you've had your heart broken for sure, either by them or just in general.  I'm going to stay out of relationships or I'm not going to pursue dating. I'm just going to focus on family and building my wealth and all that. So, you know, maybe it's a way to heal.  And if somebody comes in, that's great. I'm open to it. Okay, so the four of cups for some of you, you're like totally apathetic. You're indifferent to love in a lot of ways. You may not want to have this person like, oh, okay, now you miss me. Now you want to finally settle down after all this time. And you guys might, some of you, I feel like I said this yesterday. Some of you are kind of like, I don't even know, you know, I don't even know. I have other options. Some of you have other options that you may want to pursue. Girl, guys, I don't know who you are, but the tables have turned. That's it. The tables or the tables are turning. Okay, the tables have turned. The tables are turning. You've got the lovers here. You're choosing now. You're choosing. Now you're making a decision if you want to or not. Maybe before in your past relationships, you didn't really like take a moment to choose. Somebody, I feel like you're able to do that here because you're good where you are. Like when you're in a good position, you can choose. When you're in a desperate position, there's no, there's no choosing. There's like, oh, I just have to have this, right? But when you're stable and content with yourself and your life and you feel good, then you have the option to choose. And that's what I feel like is going on here. So it's kind of like the tables are turning here in your love life. And you are more or less like, hmm, well, something's coming in here, but or someone's coming back or someone is reaching out. But now, hmm, do I even really need this in my life right now? So it's, I mean, I'm not saying that you're in a position of desperation, but you're getting clarity and you're being clear with yourself about what you want. And that's, that's wonderful, right?  Never fill up first and then you'll be less likely to just grab whatever's off the shelf. You know, you'll be more conscientious about your decisions and what you want. And it's the same with dating. Never date when you're hungry or desperate. Date when you're full so that you can just be more conscientious about who you're interested in and who you want. You know, you'll take your time in choosing. Okay. You know what? I'm going to pull some pie tarot cards, see what other messages there are here that you need to know. But yes, tables are turning and you've got definitely someone is coming in like ready to have the life and spend life with you on your terms. The way you're living your life, not having you having to chase or adjust to them. Okay. Or, you know, if you know them and if you don't know them, somebody coming in who's like in alignment with you. Okay. Let me see. All right. So peace, beautiful. The influence of balance and harmony are over you. Leave things be and allow spirit to work in your life. All good things are happening behind the scenes. Trust that God is working in your life. Even when you feel discouraged, be patient and trust his timing. Okay. That's such terrious energy right there. Gemini is also here. As usual, I think Gemini is always in these readings. Let me see. Okay. Struggle, challenge and competition. Hard for you, isn't it? A little bit.  So I feel like somebody coming in here, you may want to just like jump on this person. You may want to pounce like this is the one. That might be coming from a place of attraction or need. Or because this person comes in and is giving you like a tremendous amount of attention and it might feel really good. You might really be enjoying that. Okay. A lot of compliments, physical attraction. Somebody calling you all the time with love calls and really pursuing you. Okay. Or giving you the opportunity to pursue them. You might want to jump and run with that and grab this person. But I also feel like this person sees that there's also you're a little bit of a challenge. They're going to have to struggle and there may be others that they're going to have to compete with. But it seems like with that night of wands, I mean, this person is successful. Like they're a winner. So they are very confident in especially that king of wands or queen of wands energy. Very confident. Okay. Girls night out. Yeah.  If you get imitations like that, go for it. I feel like that's awesome. Okay. All right. Negative thinking showed up, but it was upside down. So this is good. You're keeping that negative thinking at bay. And I feel like you're enjoying your life. You will be, you know, in October for the retrograde and all, but I don't know. This love call is going to change everything or go love call. And I don't, I feel like it's perfect timing because now, you know, like when this call comes in, now you're going to be in this position of like, hmm, I'm going to have to think about it. You might really want to run with it.  But at the same time, something tells me that you're, you know, you're not going to be showing your hand as far as like any kind of, you know, you're not going to be like jumping on this as soon as the offer comes in. Okay. You deserve love and you know this for a girl, right? So you can choose. You're not taking anything less than that because you are lovable.  Some kind of shift and they'll be expressing their love to you here. Like I said, making romantic gestures towards you. Lovely. All right. Let me see. And very soon. Here you go. Clearly decide what you want so that it comes to you now. Yeah.  They're coming in with this like full on. Let's do it.  I want, I want to get married. I want to be like nobody else. I don't want anyone else. I want you Virgo. I want to be with you and expressing that love and those affection and compliments and all these wonderful things about you that they see in you. Okay. Your affirmation, a personal issue reaches resolution. So whatever you've been struggling with here, Virgo, I feel like it's coming to a head. There's, it's going to get resolved as far as a relationship. If you've had a struggle with someone or if you've just been kind of like, oh, am I ever going to meet somebody? That kind of thing. Or is anybody ever going to come in? Yes. This is going to reach resolution. And let me see. So the next full moon Virgo, which will be, hold on, you can't find it. Okay. October 9th. Yep. So I'm picking, picking up the energy of October 9th, where this energy will be for many of you playing out, not all of you. Okay. So take the rest. Take it as it resonates. Okay. Let me see what the signs are here. The Chinese signs for you. All right. Year of the snake. Okay. Year of the pig. So these are either yours, your person, year of the ox. Year of the rat. Okay. Year of the goat. We have a rabbit. Year of the dog. Again. Goat again. Ox again. We have pig again. Oh my goodness. And year of the rooster. Okay. So if that resonates for you, definitely your message. If not, don't sweat it. And let me just get a couple other signs. To see if there's any other signs or confirmation of the signs I've already said. Okay. We have Scorpio, Libra, Cancer, Double Scorpio. Okay. Those are the extra signs. Now if I didn't call your, the person's sign, either one, it's not your person, but it doesn't mean the reading is not for you. Or two, you haven't met them yet. Okay. So you wouldn't know just yet. But keep that in mind. Always go back and listen to the readings. If it resonates, save it. You can save the readings in your playlist. That way if you meet somebody, you have something to kind of go, you know, guide you by. Okay. Especially if you're coming into something where you have to make a decision of some sort. Do I want to do anything else here? No. I think we're good. I think we're going to end it there tomorrow. Make sure you're here. I'm going to do your weekend reading and then the weekend will be over and then Sunday I will be back with just the singles read. All right, you guys. So make sure you do click the link below the video if you want to get a personal reading with me. And don't forget to join my channel when you join my channel. It's 99 a month. You get early access to all of these videos that I put up. I keep them open to members only and then I release it to premiere by 9 30 p.m. Eastern Standard Time. Okay. So if you're in the middle of listening to it and it shuts off by 9 30 p.m. Eastern, that's because it's now ready for premiere. So make sure you catch it. Like sometimes I'll upload it between three and nine p.m. Eastern. So anytime in there, you should get a notification if you click the notification bell and you can also join the channel for 99 cents a month. If you want to have access to my community tab and the things that I post in there. Okay. All right, Virgo. I think that's it. I hope you guys have a lovely birthday and I will see you all tomorrow for your weekend reading. Take care.


This video is called multiplying binomials. We know this is a multiplication problem because between the two parentheses or between my two binomials there's no adding sign or subtracting sign or division sign so we know that there's an implied multiplication sign. Now when we have to do a binomial times a binomial or really any polynomials multiplied by each other it's important to remember that every term in the binomial on the left has to multiply with every term on the right so we do something called FOIL where we'll multiply the first terms together, the outside terms together, the inside terms together, and the last terms together. The FOIL, F-O-I-L, F-O-I-L can help you remember first outside, inside last, and some students have told me that they notice when you actually draw these lines connecting them you almost make a crescent moon so if you could imagine this being colored in yellow you've made a moon and that can kind of help you remember to pair up everything but the most important thing to remember is that everything in the left binomial has to multiply with everything in the right so when you multiply your first terms x times x you get x squared the outside terms 3 times x you get 3x, the inside terms 6 times x you get 6x and the last would be 6 times 3 to give you 18. Then you finish this up by combining like terms. I have like terms with my middle guys the 3x and the 6x so that will become 9x so we'll have x squared plus 9x plus 18 that would be my answer for multiplying those two binomials. Let's try another example again to simplify this multiplying first, outside, inside, last so you'll have 2x times x to give you 2x squared the outsides will be the 2x times 4 to give you 8x the insides will be 3 times x to give you 3x and the last will be 3 times 4 to give you 12 so again always ask yourself if you have any like terms to combine I've got an 8x and a 3x to become 11x so I have 2x squared plus 11x plus 12 and that will be my answer for multiplying binomials together. Let's try another one here we go to simplify to do the first 5m times 8m will be 40m squared 5m times negative 1 is a negative 5m 2 times 8m is a positive 16m and 2 times negative 1 is a negative 2 I have like terms here that I need to combine I have a positive 16m and a negative 5m so I'll have my 40m squared negative 5 plus 16 is a positive 11m and then the minus 2 at the end this answer right now is in standard form and I've combined all like terms so that would be done example before we conclude this video we have multiplying the first the outside the inside and the last 6h times 2h is excuse me is 12h squared 6h times 3 is a plus 18h a negative 7 times 2h is a negative 14h and a negative 7 times 3 is a negative 21 so we have a few like terms that we have to combine I have a negative 14h plus 18h so I've got a 12h squared 18 minus 14 is a positive 4h minus 21


Okay, so we're first gonna do a little bit of questions just to get the vibe. So who hates introductions? Raise of hands. Everyone loves introductions. You like introducing yourself to people? Okay, maybe it's just me. Okay, now who's new to WordPress and WooCommerce? Show of hands.  Great. Then, who has fallen asleep during conference call? Okay, a few people. Now, the next one is quite intense. So first read it, then raise your hands. Nobody thinks that they can do that? One person, two people. Okay. Okay, this is a very weird one, but it's just to get there. So nobody in yet ever lied to their mom. I don't believe that for a second.  You do not have an excuse. If you're sitting in the front line, there has to be someone behind you that you can talk to.  So their name and also their job.  Okay, great. Let's get back to this. So now you can't say that you didn't need to work because now you all meet someone new. Or someone you already knew. Okay, who's now ready to start? Okay, here we go. Okay, so Facebook Ads Manager. The reason I decided to do this workshop is actually because I think a lot of people don't actually know what it can do for you. And how it also integrates with WooCommerce and WordPress. You don't necessarily need to only integrate with WooCommerce. You don't even need to be able to sell products to do the adverts. You can advertise your service. You can advertise yourself. You can literally advertise everything. If you can't see me, the pillars are a little bit like, but yeah, okay. So the thing about Facebook Ads Manager is that I think a lot of people in South Africa think that it's expensive and it's not. You can advertise for 10-Rand a day. So if you have a budget a month for 30-Rand, you can advertise for three days in a row. It will only debit your account for 30-Rand, and there you go. And it is so extremely detailed that you can actually target people who are looking for your very, very specific services, your products, even target people that's already been to your website to make them come back to your website. That's a very, very powerful tool. We call that a conversion. You converted them to go back to your site and do something or buy something. So yeah, so that's a little bit of a passion of mine as Facebook Ads Manager. If I go too fast today, please raise your hand. I tend to talk very fast. My brain works over time. So just go slow down and I'll do it. Okay. So first, I'm gonna just mention what my goals is for you guys today. But the main thing is that everybody should at least have made one Facebook advert by the end of the session. And it's not difficult, so you have no excuse. So make sure that you have a Facebook page open if you can if the internet allows it. But otherwise, just make notes as I go if the internet doesn't allow it because I've got everything on screenshots as well. All right. I'll also post this whole talk on the site. So they'll probably ask all the speakers for their slides. So it'll also be available after. But the idea is for it to be a workshop. So if you are struggling with something specific and there's someone who's like successfully flying away over there, then we're gonna ask them to just collaborate with you and help you out until you're like, okay, I got this. Because actually integrating Pixel with WooCommerce is a really, really powerful tool. And it'll be amazing if you guys could do that at least today. Okay, so make one at Facebook advert. Everyone should have Pixel installed or understand how to do it in the future. And then understand what Facebook Ad Manager can do for you. So just a little bit of like the background. We might not go into super detail with all of the like conversions and custom because that's obviously based on your business. So I can go and tell you how to look for certain things in Facebook Ad Manager, but it will obviously be very specific to you. So even when we go through it and you decide, okay, I would rather focus on reaching as many people as possible than trying to target this little amount of people. So as we go, decide for yourself what will work for your company, your personal business, whatever you feel like. Okay, so those are my goals for today. Everybody clear on that? So you're all gonna try and make a Facebook advert today. That works. Great. Okay, so just a little bit. What is Facebook Pixel? So before we start, I just wanna explain what it is. This is not a developer talk, so I'm not gonna go into the code, but you can literally set up Pixel yourself as a user. You don't need a developer to do it. They've made it super easy for you. It's a plugin. It links up by itself and bam, it works. So there's no hardcore code that you have to go and do. If you want to do that, you could for very big websites, they do recommend that because then you get a lot more data. But for a small website or big website, it doesn't matter. You can just link it up very quickly. Okay, so the Facebook Pixel is basically a piece of code that's placed on your website and it reports back on what happens on your website. So it can tell you this is the data that you get from the website. This is your traffic on this page. So for example, on your homepage, you had had this many views the past week. This many people actually clicked on the shop now button. This many people checked out. So it's very, very, very detailed, very, very good. So it reports back on a lot of things, conversions, built audiences. So your audience, for example, would be, let's say for me, it would be people who ride a horse obviously. So that's very, very targeted. But let's say you're selling dresses, you can literally target half the population. So it really depends on your demographics of type of people. Okay. You can create up to 10 pixels as well. So let's say you're a developer and you've got, for example, five sites that you do work for. You could ask them to integrate the Pixel. You can have it under your account as well or theirs. But you can have more than one pixel go to link to more than one website. So for example, on mine, I've got WordCamp Jobex one. And then I also have my horse one. And I've got two other sites as well on your Facebook ads manager. Because if you're the admin of your Facebook ads, you can also see all the Pixel results. Okay. Okay. So let's start. Okay. So first I'm going to show you how to set up the Pixel, how to integrate it, and how to get to your ads manager. This is actually something I really struggled with in the beginning. It's like, where is this?  So I'll show you how to get there. And then also the events manager. So what they mean by events is specifically like check out page views that those are like the type of events that they talk about. So if you are in your Facebook, I don't know how vast the internet here is, but if you can go onto your Facebook wall, you'll find it on the side there. It's a very, very, very bad screenshot, but it shows you exactly where it is. So you can actually see here, it'll be on the side here. So if these are the pages that you manage, then the ads manager will be right over there. Okay. Does everybody, can I just by show of hands see who actually did the homework? So who has already installed Pixel? A few people. Okay. So should I go through installing the Pixel for you guys? And then I also want to know who actually already has ads manager on their Facebook page. Like you can actually see it the way I pointed it out. Okay. A few people. Okay. Great. So we're like in between. All right. So the Pixel, if you're really struggling with this, just ask the people who put their hands up now that already has it, but I'm going to try and guide you step by step as well. All right. Get back here. Okay. So this is actually what your ads manager looks like. If you can't see, just please move forward. But if you click on that little red button that I just showed you on the side, this is what the ads manager looks like. Okay. So first you need to go into Facebook and then you need to find this ads manager. Has anyone done that? Okay. So there's two ways of doing this. If you do not have the ads manager on your Facebook yet, I'm going to show you how to get the Pixel directly from your WooCommerce site as well. Okay. So it's not, you can either install the plugin and then go to your Facebook or you can do it this way. I find a lot of people know Facebook more than they know the WordPress back office. Okay. So you're going to click on pixels right there under events manager and then it'll throw out this little block. So this is seriously, they've made it as easy as they possibly can for you to create. It's not a train smash to create it. You can also look at the slides later and do it later and then just jot down notes for now if you can't do this right now. Okay. So as everyone clicked on it, then your next step. So for a lot of people, if you're not a developer, you are not going to obviously choose manually install the code yourself. Because yeah, that's if they take the code, they go and put it on the website. If you don't know where it can get very complicated. But most of us are using either WordPress or WooCommerce. So you're going to click on the very first one that actually says use an integration or tag manager. Okay. If you click on that one, are you guys there or not? Did you click into ads manager? You can literally do this for your own personal Facebook as well. Like a lot of people have their own brand.  Okay. So if you click on integration or tag manager, it actually throws out, there's a little bit more if you scroll to the top, this is a screenshot, so I can't scroll to the top. But if you click on that, you can actually see that you can integrate with WooCommerce or WordPress. So WooCommerce I think is more for people who are product based. And then WordPress you can obviously, if you have a website that's like service-based as well, WordPress. Okay, then you go to, so you can choose, yeah, it doesn't really matter, it'll create the pixel anyway based on your website. If you are using WooCommerce, choose WooCommerce rather than WordPress. If you don't have WooCommerce on your website and you're just using WordPress with a theme or as is, click on WordPress. Okay. Then it starts with a little connect your WordPress account. So, the other thing is that you must just make sure that your WordPress version is right. You'll see it says this integration is supported for WordPress versions 4.4 and above. So if you are on a bit of an older version of WordPress, Pixel might not be able to integrate. So just make sure that you are updated with your latest WordPress updates. And it is also the first question your developer will ask you. Is your plugins updated? Okay. All right, then, you can just click on continue. Oh, sorry, you have to download this file, I bet. So it's not very big, you can just click on download and it will download the zip file. And this is the file that you'll have to upload into your WordPress site. So now it creates the pixel for your Facebook and it basically puts it into your WordPress site. So if you've downloaded that, then you have to now navigate. So I'll give you a bit of time to navigate to your WordPress site. So if you've downloaded this file, just make sure you know where you've saved it. So click on download, wait for it. It'll make a zip file and it'll probably throw it in your downloads folder unless you choose to save it somewhere else. So if you've clicked on download, just make sure you know where you've saved it because you have to go and get that file now to upload it into WordPress. Okay. All right, after this, I'm gonna go through the, a bit more detail of the Facebook Ads Manager once we get past this. Okay. All right, if you navigate to your, this is a really bad screenshot, but if you navigate to your WordPress back office, you'll obviously first just see your dashboard and then you'll go to this one. So this is exactly the same. It's just a closer up screenshot. So on that gray strip on the side, you'll find plugins and then click on add new. Okay. So, it's called the Facebook for WooCommerce zip file. It'll be in your downloads or somewhere wherever you save your files that you download. Then you just click on the add new button and it will upload it to the website. Okay. Once it's uploaded like this, you click on activate plugin to activate that because that now, if that's not live and it's not activated, Facebook can't find that code. And your next step is to literally test traffic to your website. So this plugin needs to be activated in order to work. Okay. I'm gonna move on if you're struggling, either ask me or ask someone that you look around and see if there's someone. Okay. So, after you've installed that plugin, Facebook now wants to basically verify if your plugin is installed and if it's actually working correctly. So it's going to ask you to enter the URL for this website. So the website where you uploaded your pixel code, that website's domain you're now going to type into this bar, right there. Enter the URL for this website. So their guidelines is very, very easy. So if you wanna do it in the future, I'm sure you'll be able to figure it out. Then you click on send test traffic. So, if it doesn't work, it actually throws out an error that says either your plugin didn't download correctly or didn't install it correctly or it's not working. If it says no activity yet, it might just be that there's no one on your website for them to do the actual data gathering. So it might obviously take time for the data to be thrown out. But if you send this traffic, this should come, the next screen should show you a confirmation that the pixel is actually integrated. Okay. If there is something wrong there and it doesn't work, the best thing is to go to a developer and ask them sometimes they have to install the code manually. But most of the time this method does work. So, everyone okay up till here? You guys okay? No, it's no problem. Basically this is it. This is how pixel works, this is how it integrates. So after this, if everyone's okay, then we'll just go to the actual ads manager. And now I'm gonna show you how to create AdWords and how to make it work, which is very interesting. I've actually a little story is we actually had, we have an AdWords running continuously. So you can say upload it, make it run continuously, make it target very, very specific people. Like we target for example, in the past 30 days, the people that's been on our website. Cause obviously they're looking for something. So they've been on your website, you can target them specifically. And what's great about this, Facebook, AdSmen and Jerry's, that you don't need all these insane like marketing experts telling you this and this one telling you this. You can literally do this by yourself at your house if you have wifi. So it's very, very easy to manage. And it links up to your website which makes it such an amazing tool because you can literally track people on your website. And if a page doesn't get any views, then there's a reason for it. Or for example, people are not even clicking twice on your site. What's wrong with my site? Maybe it's too cluttered. Maybe it needs a bit of a better design or layout or better guidance. And so data, I think you guys have probably heard it over the years, but data really is king. And without it, you will struggle. Okay, so if we go back to Facebook, then you'll go to your ads manager. And then obviously it throws out, this is quite an intense photo. You don't have to read it, so don't worry. But this is basically what it will look like if you've posted quite a few posts and you've boosted it. It actually shows you the delivery, whether it's active, your budget. So you can see it says you're using ad seat budget. So there's a lot of different things on ad manager, but I'm gonna show you how it works. But all I'm saying is once your pixel is integrated, this code will appear at the top. So, and that actually means that your pixel is linked up and it's working. If that code appears and your Facebook opens up this ad manager. Okay, I'm gonna go through the types of adverts that you can create and then we can come back to the pixel or we can guide people to set it up just now. Okay, so I want you guys to go and click on this create button if you are there. So I'm gonna first go through the actual ads manager. If this doesn't work, then I'll show you how to do it from your Facebook wall. Maybe I should start with that. Because it's a lot easier than this one. Then we can come to this one after. Let me just quickly go, yeah. So if you for example are not a huge company, you've got your Facebook page and you want to, sorry, let me just go down. Okay, so let's say this is your Facebook page now, okay? You can literally create an advert from just posting a status. So you can even advertise a status. There are certain guidelines that Facebook expects you to follow. A good one for us for example is that you can't use more than 30% of your image cannot be text. So you can't put sale this big on the image and expect Facebook to promote it for you. They will not. They will literally run it for like the half an hour that it's getting approved and then they'll kick it out and say your ad was not approved. And then if you don't know why, they actually guide you so they give you like a little link, you can go click on it and they'll tell you exactly why they didn't approve your advert. So that's also quite nice. So if you're on your Facebook page and you all know the status button, the status space, they've actually now recently come out with so much fun things that you could actually promote and do on Facebook. So right under your status you'll see check-in, event tickets, add a milestone, get bookings, a poll. You can even make people answer questions, feeling, write a note, tag a product. So this is like also if it's integrated with WooCommerce, you have a product. So let's say for example, for me, I put like a horse helmet or something there. Then you can actually tag that product when people click on it, it takes them straight to your website. So that's actually really mental. So if people are on Facebook, they can literally click on anything and it'll go straight to your website, which is where you're trying to direct them to. So at the end, this is the, you can advertise your business from here. This is very, very, very simple. And then get messages, start a question and answer thing. So if you are not sure how Facebook Ads Manager works, then you can just use this tool itself. Because at the bottom here, you can see boost post. And that literally is when you push the money in for it to go public. And that also guide you through it. So I'm gonna guide you guys through it the easy way and then I'll go back to Facebook Ads Manager and show you a little bit more in detail like the collaboration that you can do. You can do carousels, like that scrolls and. Okay, right. So if you type or let's say for example, you added a photo now. So add a photo or type something, choose one of these things that you would like to do, even if it's advertise your business. So click on something. You'll even see that Facebook actually gives you tips. So yes, page tips. If you've got a business page, it'll actually show you write a post to connect with your page visitors and that's here. So if you know friends who might like your page, you can promote or you can actually invite them to like your page. That's quite a common thing to do. And then you can even create a group for your page. So with Facebook's new rules about advertising that came out, if you have a community, so let's say you've got a group built around your page, your advert is more likely to appear everywhere on Facebook basically. So they said, okay, but if there's a community, that community obviously wants to see that advert. So they will rather throw out that advert to that community, then they will, if it's a random person coming in and there's no community built around that page. So they focus on that now. So it is actually a good idea to start a group. It's just a lot of maintenance because obviously people ask questions and you might not get members to join. So if you've chosen one of those activities, just do it as a test for now. You don't have to click the final like debit my account button, but either write something or add a random photo into there. I'll guide you all the way to the end so that you, if you wanna click on the boost, you can. But I mean, yeah. So you can literally decide what you want to do on Facebook Ads Manager. Okay, this is just a bit of like the custom audiences. So you'll actually see, sorry, let me just jump back here. I want to show you guys the audience button. Okay, if you click on create new ad where I showed you guys here, you can click on create new ad. Just wanna show you here. This is how it starts. So it is best to go this route because you can choose very, very specific things. So on your main page, you can just go to your status, add a photo and boost the post and choose whoever you want to boost it to. But if you want to create a campaign, it's a lot more detailed and you can actually decide, if you have a website that's linked to this, what you want, what's your marketing objective, if I can put it like that. Do you want to reach as many people as possible or we can actually go through it. So your brand awareness, so if you for example, you can literally only select one year. You can't select two. They only make you select one, which is hard. It's not that easy to choose because you can make more than one ad set, which is nice. So the one can target traffic but the other one can just reach as many people as possible. Okay, so brand awareness is like if you want more people to know about you and about your specific brand that you have, for example, with clothing and Nike, they talk target people who like Nike, obviously. Then reach is different. Let's say for example, we're having a charity event. You're not trying to target only specific people. You're trying to target as many people as possible to come and donate money. So you then choose reach because you can reach the maximum amount of people. So yeah, it's brand awareness and there's reach. Okay, then traffic is like, this is actually the traffic one that I chose. So it's actually to send more people to your website. So it's driving traffic from Facebook to your website and essentially, okay, that's what everyone wants but when you're a bigger company, you actually want to sell something to people so you would more go for the conversion one. Then you get the engagement. So for example, social butterfly, all she wants is she wants people to comment on her post. She wants people to comment and share and engage as much as possible on that post. So they'll write a really interesting status and they can actually target it for engagement. So they want people to comment. They want people to share that post as much as possible. Then you'll have to choose engagement. Okay, then app installs, if anybody is here that writes apps, you can specifically target people. So if you have an app, you can target them. If you click on app installs, it says direct and directly to the app store. So if your advert pops up and they click on learn more or shop now or book now, it'll take them directly to the app store where they can download your app. Okay, video views. It's the same, for example, if you're advertising a square image, but if you're advertising a video as well, you can just click on video views and it'll also advertise it the same as any other advert, but it'll just target people more with the video. Okay, lead generation is quite interesting. That's actually a bit new. But it's more like, I actually have an explanation somewhere that I can show you guys. Everyone following along so far, a little bit. At least you're learning something about Facebook, if not anything else. It goes into so much detail that you really have to go and sit with ads manager, go through every tab and actually read on what it is. You can actually go to the Facebook business, you can just Google Facebook business and they have a very, very amazing help center. This is actually where I got most of my screenshots as well. So that helps in to actually guide you through almost anything that you wanna do. But, okay, so, and then messages. For example, if you want to target people to send you a message about a specific topic, you can also advertise messages. I don't know how much that actually gets used, but you can target people and ask them, a button that pops up, there won't be shop now, it will be message. That makes any sense. Like, it's not a shop now or a book now or learn more. It's message me. Okay. Then conversions is like, on Facebook ads manager, that's like your very, very intense one. I can put it like that. You basically have to guide people and then you have to set up rules or go through the slides a bit as well. And then you can actually guide people to your website and you have to actually click on, I'll show you guys, can you? You have to actually go to the, you have to set up rules. For example, I want them to check out on my website or I want them to add something to the cart. So there's a whole list of events on your website that you can go and say, I want to take this advert and convert people to check out. So if you click on conversions, it'll guide you step by step through that as well. Then catalog sales is more like products. If you click on catalog sales, it'll specifically throw out, do you, it'll throw out something like this, for example, where you can make a carousel or you can have a single image, a single video, a slideshow or a collection. So catalog sales is very, very product focused. If you click on catalog sales, it'll throw out more specifically, I want to advertise this product that I just got in. Okay. Okay, then store visits. This is like for local store. Later, I have a shop I do in Cape Town. If I go and advertise for that shop, I don't actually go and target.  Like she doesn't have a website. She only has a shop.  So you would then click on store visits, which will bring people to your shop. So if they see that advert, they get a little button that actually says get directions. And if they click on that, they'll be able to go to your physical shop. Okay. Okay, then this is just where I wanted to show you guys a little bit. So I clicked here on traffic and then at the bottom it says continue. If you click on that continue button, then I want to show you online. So I'm just trying to get online then I can actually make one. But your daily budget cannot be less than 10 grand, but 10 grand is really not a lot. So if you can go and sit down for yourself and say, hey, I've got 200 grand a month that I can actually spend, you can literally advertise for 20 days a month, which is quite a lot. And if you target people very, very specifically, you can also even do lowest cost. So it says get the most results for your budget across ad sets. So anyone can use Facebook. You can also set a bit cap. So you can say, for example, when it reaches this amount, stop the advert. So if you click on that, it'll say, for example, I only want to be able to be debited with a thousand grand. I don't want it to go over that. So even for the bigger companies, they also do it. So they say, for example, our ad budget is 10,000 grand. So run all these adverts, but when we reach 10,000 grand, stop it. Debit us and stop. That's our budget for the month. Okay. So your actual amount spent daily can vary. You'll see like sometimes they only spent eight grand something or nine grand something. But in the end, it'll all add up so that it is that 30 grand that you're spending over three days. Okay. Okay. So now this is a campaign. So the next thing it's going to ask you is to create an audience. This is very, very important.  Do you want random strangers to see your adverts because it's a charity event and you just want anyone with money to come and attend? Or is there like a specific target market that you have in mind? You can type a lot of interests into this, but creating the audience, you, for example, call it a name. So you can, for example, make an audience for Hao Ting, but you can also make one for Northwest and they can actually be different. People's interests can different. And then when you make, so they call it a custom audience. When you make an audience, you can save that audience and the next time you use the same audience. So for every advert, you don't have to type it all in again, like horse riding and show jumping. So there's a lot of interests you can target. Okay. So the audience is, it's very important. So give it a name. So they add custom audiences. You can create the, put a name for your audience. And then in this, everyone in this location, I just really wish I can get on the internet. Let me try again. In everyone's, it's very difficult to do without actually being on Facebook. Okay. So in any case, if you click on everyone in this location, it'll give you a dropdown and you can actually choose a location. So you can choose like how Ting or be very, very specific. For example, if you're a developer and you're based in how Ting and you only want to work with companies in that area, you only target that area, but you can also talk at more than one area. You can also talk at more than one country. So you can even say South Africa and then you can say Mozambique or you can say Botswana or you can say as many countries as you want in there. You can even advertise from here in USA. It doesn't matter. It'll still pitch up on people's walls. If you're targeting a specific person, this is easy, but if you're targeting a bulk amount of people, you're gonna have to go to all of their pages. So if it's one person, then I would go and look at their likes, which pages do they like, what interest, because there's actually something called interest on Facebook, right? You say like, I'm interested in music or I'm interested in whatever. That interest is what Facebook takes out and they put it in there. So if you type the like show jumping for me, for example, if anybody does that, it pops up on their interest and they've said like, this is what I'm interested in, this is what I'm doing. So a lot of people actually don't have that in their profile. So this is quite a hard thing. Like not all of us put our interests in Facebook, but I would specifically target the type of company that your competitor is and say, let's say for example, is also a developer and you're trying to steal these clients, you'll have to go and see what that client is working with by going to their Facebook page, a lot of Facebook stalking. But if you do that and you target all the people that you specifically want, you can literally target people in a very, very small area as well. So if it's only Johannesburg and you only want this radius of people in these specific areas, you can do that too. Like the shop is situated in the parl and I only target the parl and 20 kilometers around that, that's it. So only people who live in that area get to see that advert. No one outside of that area can see that advert. So that's also, but your list of interests can be as long as you want it. There's almost no limits. So you can literally, everything that persons, the people are interested in, you put into interests. Then the age group, for example, for some of our adverts, we only target women. We don't target men at all because they don't buy the product. So then you can literally select men or women and their age groups. You can also enter a language, but mostly in South Africa, it doesn't normally even ask you that because it just uses English as a general language. But let's say your site is in Afrikaans and you want to target Afrikaans speaking people, you would literally put their intro language Afrikaans. And if people type in Afrikaans on their Facebook page, it'll pick that up and it will literally throw out your advert to Afrikaans speaking people. Okay, this is where you type in the interests. So it'll ask you, for example, demographics, interests, or behavior, detailed targeting. You can even exclude people if you want to exclude your competitor. You can exclude their page or they don't see your advert at all. And then you can give Facebook the authority almost to actually go and look for more people. So they can expand your interests when it may increase the link clicks at a lower cost per link click. So they can, for example, take over a little bit and throw it out to people that you might not have thought of, but they still keep it at a very low cost. Okay, so this is the placement. So show you add to the right people in the right places. If you're making a campaign, just stick with the recommended automatic placements because it does take everything from your Facebook page and just applies it. So you don't have to go and edit that. In your budget and schedule, every, your daily budget, you can even go to that and actually choose like a weekly budget or a monthly budget that you want to run it on and the actual amount spent and then set a start and end date. So if you click on that, it'll actually give you like start on, let's say for example, today and then end on Sunday. So that you add only runs for those three days. And it literally only debits you for that amount of time. It won't debit you more. You can also start a continuous ad. So for example, with Google ads, you can have an ad running for 100 round a day and with Facebook ads and then just for the rest until you stop it. So it can literally just keep running and debits your account with the same amount every month. So yeah, you can actually see the custom audiences. So if you've created an audience in the Facebook ads manager, it'll throw it out. So WordPress users in our team, for example. And yes, all the interests. So you can go and target specifically like web developer, WordPress developer. Everything that you think is an interest to your target market, go type it in there where it said interest in the slide. Okay, so you can also on Facebook itself if you're on the page, you can also click on promote website and it'll actually promote your website for you, it'll throw out the same type of block and it'll guide you through all the steps. So Facebook throws out a lot of tips like this, for example, that you can actually just use. So if you guys go to your Facebook ads manager and click on create ad and then from there we see if we can at least get something done. Is there anybody still struggling with the pixel that needs help? No one. Basically this is WordPress based and it's got WooCommerce on it and then we just sell tons of products. So at the moment you can see there's like a pink sale going on. And what we would actually do is we would take the exact same image that's on our home page, put it on Facebook ads manager and make it run with a shop now button and then when people click on that it's nice if they can see the link. So if you do something on Facebook ads manager it's best to when you use the shop now button it asks you for the URL for this website. Don't just put your home page. If you're advertising a product try and add the URL that takes in directly to that product otherwise they have to navigate your site. So you've already lost them before you've even gained them. So for example if I had to advertise a product like this cap but I would literally take them to that exact product on the website so that we can, you can, they can directly, literally all they have to do is add to cart or choose their size and color and add it to the cart. That's probably the best way of advertising. Then I wanted to show you guys a bit of the custom conversions that you can do with this. So basically if you've like installed and activated this plugin, and just go back to this. If you've actually, if you've activated the plugin that we did it actually links up with Facebook with that code.  So it puts that plugin on your website and then runs it. So you actually, like if you are here and you've activated this plugin it'll actually throw out more steps for you to like link the site properly. But it depends. If you have a product page, product-based website then it links up with the products. So you can actually then say like this is a product-based website or this is a service-based website. And then it takes you further. It's very, very difficult to get screenshots of that. We've had a Google Ads advert run now for a few months which basically just puts us at the top there which is Google Ads. But if you have to think for yourself when you Google something, where do you look? Do you look at the first two adverts? No, you scroll down and you actually look for the link that is more applicable to you. So if you Google something and the first two says ads next to it I don't actually even ever click on those links. So we've actually almost seen no results from the Google Ads that we've run. Whereas with Facebook Ads Manager I can honestly tell you that there's a company or a place called Ponderball next to the river. They built some guest houses. They literally brought the guest houses out of the whole building like budget, in the red, out of the red into the green in three months with Facebook Ads Manager. Because you can target very, very specific people and demographics and target that area or target how thing, because no one's gonna fly from Cape Town to come sleep next to the Wall River if you live in Cape Town. So they obviously target people in a different way but they literally brought their whole business out of the red, just with Facebook Ads Manager by targeting people very, very specifically. So personally I haven't had a good experience with Google Ads, that's the truth. With Facebook Ads Manager we've had our ads that run continuously is literally continuously our top seller that month if that advert runs.


One of the areas that we really needed help with was infrastructure for our networking. By working with TechSoup on the digital resilience program, we were able to do a couple of Zoom calls with the Cisco-Morocchi representative there at TechSoup, and as a result, we were able to implement the Cisco products. That allows our partners here, Kinetic, to be able to help us manage our system in the cloud. It also allows us an opportunity for remote work with the products that we receive from Cisco-Morocchi. It's providing a secure platform to manage our company's entire network from the cloud.