Don’t Use This Facebook Ads Set Up!

0:00hi guys it's ben heath from lead guru in this video i'm going to talk about how bad optimization is ruining your facebook ad campaigns and what you should do about it instead now before i get into it just want to very quickly ask you to smash that like button and of course subscribe to my youtube channel if you are new and haven't done so already so for the purposes of this video when i refer to optimization i'm talking about the various points along the facebook ad campaign creation process where you tell facebook facebook i would like you to optimize my facebook ad campaigns for this of course optimization can refer to

0:32you making adjustments yourself as an advertiser i've got lots of separate videos about that but this video is about the elements the parts where you say to facebook i would like you to optimize for this and i think so many facebook advertisers get this wrong it completely kills your facebook advertising results i'm gonna walk you through the places where people get this wrong what you should be doing instead in this video so the very first one is obviously campaign objective so i'm in an example facebook ad account here i'm clicking on the green plus create button and the first thing you are asked to do is choose a campaign objective now this

1:06is the top level and this is saying to facebook i would like you to optimize my facebook ad campaign for this outcome now if you've followed my content for a while you'll know that the vast majority of the time we are going to select conversions but that's not what all facebook advertisers do a lot of facebook advertisers for example will select traffic thinking they want to send people through to the website now the big issue with selecting traffic is that facebook will optimize your campaign for traffic and nothing else so what does that mean if you get someone to click on one of your ads i was gonna say and go through to your

1:45website but not necessarily click on one of your ads facebook will feel like it's done its job okay facebook like great that person clicked we did our job as an ad platform let's do more of that what does that incentivize facebook to do to get you more of those clicks well they could put your ads in front of people who are clumsy phone users i mean that sounds ridiculous right but there are lots of people that are less dexterous with a phone than others and they are far more likely to click on ads accidentally or they could put your ads in parts of facebook and instagram or

2:25particularly things like the audience network where there are a lot more accidental clicks just because of the format and that makes it much easier to accidentally click on something facebook is there putting your ads in front of people that are just big thumbed and clumsy with phones and going great we got them we got them the result they're after they wanted clicks we got them clicks and that's absolutely not what you want you don't want to be your facebook ad campaigns to be optimized for clumsy phone users that doesn't benefit you at all as a business okay that's a perfect example with traffic and you you might think

2:54this hasn't happened i can assure you it does if you select something like traffic it's why for example when you run the ident an identical campaign using the conversions objective and you run an identical campaign using the traffic objective and you compare which one generates more sales or more leads on your website on average the conversion campaign will generate 74 percent more sales leads whatever um and a lot of that is because of who facebook is putting your ads in front of when you're selling them i want clicks i want clicks get me clicks they'll go okay sure we'll get you clicks but you may not have thought about the the

3:32big thumb users the clumsy phone users because there's a lot of them video views is another classic example okay people are advertising a video instead of using something like conversions or lead generation or one of the options that i think there's a lot of value in they might go oh i'm advertising a video i want people to watch my video fantastic when you really want them to watch your video then click through to your website and buy but you go ahead and use video views now again what does that incentivize facebook to optimize for they're going if we can get people to watch this video brilliant we've done our job so

4:04facebook's algorithms go and they work out okay who's watching lots of videos well who who could be watching videos could it be people that are distracted could it be people that are actually watching tv and they sort of got their phone and they're sort of very slowly scrolling through their facebook or instagram feed if they just happen to be landing on a on a video that plays for 15 seconds because they're distracted watching tv and then they scroll on facebook and they didn't actually watch your video at all facebook goes fantastic we've got a video view pop that one in the ad account we've got this advertiser what

4:36they wanted let's move on again that does nothing for your business someone watching tv who's slowly scrolling through their instagram feed and just happens to have left their their scroll their feed on your video ad for you know 15 seconds and facebook goes before they scroll on again facebook goes we we did really well here we we did a good job and again you think this doesn't happen i assure you it does so much um ad consumption on facebook and instagram is done by distracted people that are not just using their phone they're something else going on so and that's what a lot of video views are

5:11particularly longer video views can be people that are just distracted they just happen to facebook doesn't know they can't see whether that person's eyes are actually on your video they could be doing something else whereas obviously if you're going for conversions using a video well unless someone clicks through and buys or clicks through and becomes a lead which they will only do if they're actually engaged in consuming your video facebook doesn't think has done its job so it won't optimize for those people there's another example okay i've got another one for you engagement this applies to certain businesses a lot more than others how if you say to facebook i want

5:43engagement how can facebook do that they can put you in front of people yes that engage a lot more that are most likely more likely to leave comments things like that they can also put your ads in front of people that aren't going to like them again this happens more than facebook advertisers think people engage with stuff they don't like i mean it's talked about so much now isn't it that across social media platforms comments are very negative people get outraged by stuff they feel the need to talk about it again this happens in certain industries more than others but we're getting more and more and more comments and

6:15engagement and bad reactions negative reactions because obviously you can't just well you can do more than just hit a thumbs up on a facebook ad now you can react in lots of different ways we're getting a lot more of those that are not positive that are quite negative um and again facebook's like ah that person commented on this video brilliant we did our job well done us and have a as an ad platform and knew the advertiser going yeah but that person said to never buy this product because it's all a scam or whatever okay um so i could go through some more but those are some examples of the very

6:47first thing you want to get right when it comes to optimization is telling facebook to go for exactly what it is that you want which for the majority of advertisers is going to be conversions now there are caveats and times where you can't do that but i want to explain those examples if you really want conversions on your website and you are using traffic or engagement or video views that is bad optimization and that is negatively affecting your results i can guarantee it okay let's click continue on our conversion campaign the next level i'm going to jump to the i'm not going to cover a lot of stuff

7:16here i'm going to um jump to the ad set level obviously i have videos covering literally just about every setting the next thing that once you've got conversions that you um may run into in terms of bad optimization is choosing a conversion event now i would basically always recommend that you go for the one that you really want so if you want purchases go for purchase don't go for add to carts don't go for initiate checkouts don't go for view content hoping that people then go ahead and purchase facebook is creepily good if you select add to cart like any people to add to cart but don't take the

7:55next step i don't i i couldn't even really understand i mean i can theorize but i couldn't 100 tell you as to how they work that out but they do there must be loads of people out there that just love adding stuff to cart but i don't know have a fear of commitment or something and don't go ahead and purchase and facebook finds these people and then and puts ads in front of them if you select the conversion event that you um that you don't want to that you that you isn't the one that you really really want so so important to select the one you want most of the

8:27time that's going to be purchase or perhaps it could be lead this will depend on your business okay um but yeah so just if you as i said if you go for one that's if you optimize tell facebook to optimize for something that isn't your end objective facebook's gonna do their best to get you it and it doesn't mean you're gonna meet your end objective okay scrolling down we also have this section down here optimization for ad delivery basically when it comes to conversions don't mess this up the default is conversions don't switch it to landing page views or you can see other options like link clicks daily

9:03impressions that is you're running into some of the same issues that we talked about with the campaign objectives um and you know again if you go for link clicks even if it's conversion campaigns going to operate much more like a traffic campaign so just leave this alone don't let this mess us up you can change this optimization for our delivery and result in bad optimization and really negatively affect your results okay i'm trying to quickly jump back to the conversions thing because i want to address um that's not what i wanted to do i want to be the campaign level do this i want to address what i know is going

9:37to come up in the comments of this video and that's when people will say but hang on a minute i've got a brand new ad account facebook doesn't know how to get me conversions how can i run a conversions campaign straightaway surely i have to start with one of these other options to train my pixel and i've been searching for ways to explain this because to me that never made any sense and it still doesn't and we've tested this whole bunch it doesn't in the data if you had a i've got an analogy for you if you had a friend that never did any exercise never did any exercise at all they

10:10decided they want to run a marathon and they're going to do it in a month's time or two months times or a short time frame and they say i'm not very good at running so what i'm going to do is i'm going to spend the first few weeks of my training swimming to hopefully build up my fitness then i'm going to start running and that's going to help me run better at this marathon it doesn't make sense because after their first two weeks let's say of swimming they're still going to be bad at running when they start you've just wasted two weeks you're better off just running if you're

10:51gonna run a marathon you train by running so here's the analogy running the marathon successfully running a marathon is a high-performing facebook ad campaign that's delivering results for your business at the beginning when you open a brand new ad account yes it's not going to know facebook's not going to know how to get you loads of conversions but training it to do something completely different than getting you conversions isn't going to teach it it's like trying to it's like training in a swimming pool to get better at running you're just better off running you have to accept that there's a time period at which you're not going to be very good at

11:29running and there's a time period at which your facebook ad account is not going to be very good at getting you conversions the only way to get through that is to get through it is to generate some conversions and improve things over time and get better and better and better if i run i hear this all the time my facebook ad account is new i can't run a conversions campaign therefore i'm going to run engagement how does running an engagement campaign show your facebook ad account how to get conversions it doesn't it just doesn't there might be a tiny bit of crossover benefit just like yes okay if you swim you get a bit

12:01fitter that might make you a bit of a better runner but you're way better off just running from day one and you get to your objective much faster same same with him yes there might be a tiny bit of benefit running an engagement campaign first before you then run a conversions campaign but that money just like the training time in the analogy is much better off spent on a conversions campaign and i think this gets into this thing that a lot of facebook advertisers fall into they think there's a fix for everything and there's just not you just have to accept that sometimes you have to go through

12:33a non-ideal scenario to get to where you want to go a facebook ad account with 10 000 conversions in it is going to perform so much better than a facebook ad account with three conversions in it there's only one way to get this to generate those conversions you can't cheat the system um so i wanted to address that because i think that's very important the same process happens at the ad set level where people will say i can't optimize for where are we where's our event here we go i can't optimize for purchase i don't generate enough facebook tell me i need 50 in a week

13:07why don't i optimize for add to cart and my response to that is you're much better off to have a partially optimized um [Music] campaign that is going for exactly what you want than a highly optimized campaign going for something that you don't want it's just like take a professional swimmer and get them to run a marathon so someone who's like fully optimized really fit you know um amazing in the pool like really amazing is that person going to beat someone who is a very good runner but not quite at the same level as the swimmer no the person who's a very very good runner is going to be the professional swimmer

13:52at running it's the same process you're better off with something that is not fully optimized you don't quite have enough data but they're trained in what you want as opposed to some something or someone that is absolutely the top of their game and highly highly trained but not at what you want it's not going to translate exactly the same logic applies so basically keep it simple i'm sure there's still going to be loads of comments from people saying but what about this scenario what about this scenario space is going to be just do it um but um but yeah hopefully that is useful okay before we go um one thing i

14:31want to quickly mention that's a free webinar i've created called three killer facebook ad strategies to double or more your revenue and in this webinar i've broken down the three sales funnels that we use and actually only two out of the three use a conversion objective but one is so different that it it's a completely different setup and you'll see what i'm talking about there um and these are sales funnels that we use in agency all the time we've broken them down and in this webinar and demonstrate them a lot of detail they're very much tried and tested strongly recommend you go through it it's completely free links in

15:00the video description and well worth your time other thing i want to mention is our facebook ad services so my business lead guru is a specialist facebook and instagram agency we create manage and optimize facebook and instagram ad campaigns for our clients and if you want to get better results from the platform we can almost certainly help you achieve that now we do have a minimum budget requirement of 3k per month if that's doable for you then the best next step would be to book a call with one of my team members again another link in the video description below go through book a call um and um yeah

15:30informal chat we can find out more about your business you can find out more about our pricing and how we work and hopefully we get a chance to uh to work together hopefully this video's been useful comment below if it has comment below with feedback questions all that sort of stuff um don't forget to hit the thumbs up button and of course subscribe to my channel um if you haven't done so already i release facebook ads content all the time and there's so much stuff like this where you could just have a setting slightly wrong and it's going to crush your campaigns and i am here and

15:56my content is all about making sure you don't make those mistakes so uh yeah thanks guys bye for now