On-Facebook Ads or Off-Facebook Ads? Which is Best?

0:00hi guys it's ben heath from lead guru and in this video i'm going to talk about on facebook ad campaigns versus off facebook ad campaigns what are the differences between the two what are the pros and cons most importantly which ones on facebook or off facebook do you want to be using and testing in your facebook ad strategy before i get into that i want to very quickly ask you to smash that like button that's much appreciated and helps me out and of course subscribe to my youtube channel if you're new and haven't done so already okay so i'm in an example facebook ad account i'm going to click

0:28on this green plus create button and then we're presented with the campaign objectives now i appreciate that facebook is in the process right now as i'm recording this video i'm rolling out a new form uh a new presentation of campaign objectives so you may well see something that's a little bit different to what i've got here this is still the old version but the principles of what i'm going to talk about in terms of off facebook and on facebook are still exactly the same they still apply you're still going to be able to do the same things it just these objectives might be reconfigured and look slightly different okay

0:56so when we're talking about off facebook versus on facebook what we're really referring to is the destination that people are taking so off facebook ad campaigns are ad campaigns where people are taken off of facebook so once they click on an ad they're taken through to your website or some form of landing page or somewhere else that's not within facebook instagram messenger the facebook family of apps on facebook is the opposite it's where someone interacts with an ad and they're kept on facebook lead generation would be a classic example so this one here where someone clicks on an ad they're presented with a lead form where they

1:32can fill out their information you can go ahead and gather that and then contact them and progress them through your sales funnel but on facebook will also refer to things like messages and but because of that still even though messages is gonna be messengers so it's technically taking people away from facebook or instagram itself it's still within the facebook family of apps is what i'm getting at here whereas traffic a lot of conversion campaigns but not all are going to be taking people off of facebook now one of the classic scenarios where people will be debating the two will be debating the difference between a conversions campaign that aims to

2:04generate leads via your website and a lead generation campaign that aims to generate leads within facebook instagram and you could exchange that for messages as well and there's a big trade-off between the two and the classic result that we see is that the lead generation example will produce a higher volume of leads for your budget so a lower cost per lead whereas conversion sending people through to your website will produce a higher quality of lead and the reason why that happens is fairly obvious on facebook ad campaigns are very easy for people to interact to engage to get in touch to become a lead on facebook they require people to take

2:44extra steps to go through to your website to take a bit more time to leave the platform to look around okay fill out the contact form or take whatever action is you want people to take so by making by having more friction in the process with an off facebook ad campaign you are filtering out some of the lower quality leads so which option is better for your business will often depend on what's more important for you are you after volume or are you after quality that would be typically what we talk about

3:14there is an added factor here of ios 14. after ios 14 it has become more difficult to track off facebook activity so we know that your pixel data for example is not as good as it used to be and that i think has tilted the balance a bit in favor of the on facebook ad campaigns now we still run primarily off facebook ad campaigns i'm not saying that it's now you should be running on facebook but if if if let's say 85 of our campaigns previously were off facebook ad campaigns and 15 are now on facebook ad campaigns that might have changed to say 25 on facebook 75 off facebook something

3:56like that and if we see further impacts on tracking um there's lots of talks in 2022 that we're gonna see browsers not allow any cookies so we won't be able to get any pixel data um it's gonna shift more and more and more in favor of on facebook ad campaigns and that is one of the things that gives me a lot of confidence going forward about facebook advertising is is even if all our tracking capabilities disappear we're still gonna be able to do a tremendous amount of stuff on facebook and i said it's not just limited to lead generation there's also messages that facebook shops are

4:29becoming more and more of a thing um there's going to be lots of stuff that can happen there and that we're going to be able to track properly because it's all in the app and that's there's no curtailment um so far and nothing being rumored about that happening on app we're still going to track all that activity just like your video view data for example is pretty good your engagement data is pretty good there's no not being able to track people because that happens when some when people go somewhere else other than within facebook instagram etc what i'd recommend if you're trying to work out should i be on facebook should

5:01i be off facebook is absolutely to test it costs very little both in time and ad spend to work out which one works best for your business often we will create say a conversions campaign this aim to generate leads we will duplicate that campaign replicate all the elements the targeting options the ads all that sort of stuff in a lead generation campaign we will run either both alongside each other or run them sequentially if you don't want to do that because you don't want audience overlap not something i particularly worry about when i'm testing this sort of thing and after a week certainly two weeks sometimes less time than that you know

5:33okay you know what conversions is clearly the better option for us or lead generation actually is going to work better for us let's go ahead and use that option okay hopefully that's been useful before you go a couple things i want to mention the first is a free webinar i've created called three killer facebook ad strategies to double or more your revenue and in this webinar i break down the three sales funnels that we use for our clients all the time and i'll show you exactly how they work in detail i also show you which one you want to use depending on what type of products

5:56and services you sell very very important you get that right you cannot sell 30 products in the same way that you can sell 5 000 services you need different sales funnels so strongly recommend you go through that webinar it's completely free there is a link in the video description below so go ahead and check that out other thing i want to mention is our facebook advertising services so my company lead guru we specialize in facebook and instagram advertising services we create manage and optimize campaigns for our clients we do have a 3k per month minimum budget requirement if you meet that you can go ahead and book a free call with one of

6:28my team members to find out more again link is in the video description below if this was useful please give it a thumbs up that really helps me out it's appreciated please subscribe if you're new and haven't done so already i'm releasing content just like this that's going to help you get better results all the time and comment below comment below with questions you've got comment below to let me know what you think that's always helpful and yeah best of luck with the facebook ad campaigns guys and i will talk to you soon bye for now