# #1 CBO Strategy For Facebook Ads

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=9t-G93F62po
Duration: 27 min
Language: English
Words: 5637
Transcript page: https://viewrankai.com/tools/youtube-transcript/9t-G93F62po

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[0:00] hi guys it's been Heath from lead guru in this video I'm gonna show you my number one CBO strategy for Facebook ad campaign so CB o stands for campaign budget optimization and if you're not familiar with that feature basically allows you to set budgets at the campaign level as opposed to setting them at the ad set level which is what you used to have to do now Facebook have said they're gonna make CBO mandatory and it hasn't happened yet we don't know whether it will happen it may do at some point but that feature being able to set your budgets at the campaign level really changes the way that you want to

[0:29] structure your facebook ad campaigns and we sort of come up with a way of structuring it that we find works really well in terms of generating great results for our clients with our Facebook ads but it also helps you in terms of optimization and adjusting those campaigns to improve the results going forward to structure it this way there's some things you can take advantage of that's what I'm going to show you in this video is how I like to structure campaigns so here I am inside a demonstration face we gotta count don't worry about any of that that's just stuff I've been using to create other videos oh by the way don't worry

[0:57] about what's behind me either it's not my usual background when I record my videos but I'm at the moment I'm in the middle of recording and a bunch of course material hence you can see lights and all sorts set up and I'll just quickly took a break to do something a little bit different and and get this recorded for you guys okay oh one other thing I've got two free things for you and then I'm gonna mention at the end of the video so make sure you stick around for that their facebook advertising related resources you can get for free I think you'll find them really valuable so make sure you stick

[1:23] around for that okay let's let's go through this process now then so I'm in ads manager obviously you want to navigate here to sort of follow along and I'm gonna click create I'm gonna create a new campaign so let's just call this example CBO campaign buying type I'm gonna use auction as I basically always do I've created a video on buying types and reach and frequency things like that so you can check that out if you want campaign objective I'm going to use conversions in this example most of time I'm going to use conversions when I create Facebook advertising campaigns again I've got other videos about

[1:57] Facebook ad campaign objectives and things like that so that's not what I'm going to cover in in this video here campaign budget authorization that's what this this video is about so obviously I want to turn that on and then I want to set a budget and I would strongly recommend you set a budget that you can afford to experiment with whenever you're starting a new strategy a new campaign structure you want to test it with with something that you can afford to lose in case it doesn't work obviously if it does work it's very easy to scale up so whatever it happens to be for your company daily budget is what I

[2:26] want to use as well again I've created videos around should I use daily budgets lifetime budgets all that sort of stuff so you can check out my youtube channel for that if you want but I use daily budgets right let's just pop in some stuff in here for now and then we'll get to the the campaign the CBO campaign structure stuff which is what this video is all about right let's save that to draft and then we'll go through the various levels starting obviously at the campaign level so we've got everything set up already here we've got auction conversions CBO's turned oh we've got daily budget we've got lowest cost again

[3:01] I've got a video I'll include a link in the video description talking about campaign bid strategies where they want to use lowest cost etc etc so check that out if you're interested for most of the time I am going to use the lowest cost let's minimize that down click into that campaign and take a look at the ad set level now I'm not going to go through all the settings at the ad set level so I'm not going to show you how to set up targeting options how to research music audience insights how to create various things I've got plenty of other videos that cover that I'll include a bunch in

[3:28] the video description below there's gonna be tons of links to other videos in the video description below and but hope you have you really used before you guys so I'll include one on audience insights and a clip on how to create look-alike audiences that's what I talked about in a minute what this video is about is the campaign budget optimization how that changes how I like to structure Facebook ad campaigns Halla feature changes so what I like to use is four or five different ad sets and that's the biggest thing with CBO is that instead of setting a budget at the ad set level so let's say for example

[3:57] like I added in a targeting option into that set and I say to Facebook here's $20 a day that I want you to spend in this ad set and they will spend $20 a day okay but I instead I can have four or five different ad sets in one campaign and I could set the campaign at the say the budget the campaign level and take the Facebook look here's $100 a day allocate this budget amongst these different ad sets as you see fit so if you see there's some ad sets are producing much better results and others spend more on those answers okay if you see that

[4:28] some ad sets are underperforming spend less money on this ad sets so basically allows you to allocate budget more intelligently and really benefit from Facebook working out okay this look-alike audience pouring really well this interest based targeting option isn't performing really well it also really helps with one big big thing to do with Facebook advertising which is obviously retargeting and advertising to warm audiences now if you are seeing any sort of Facebook advertising related material you will have seen that when you run a Facebook ad campaign you definitely want to be retargeting people that are already familiar with your business so this would be people on your

[5:07] email list this would be people who visited your website stuff like that because those people are already they've warmed up a bit you know they've had an interaction with your business before they've perhaps consumed some of your content they're more ready to buy than other people now what a lot of people do is they create a separate retargeting campaign and the issue with doing that is it's very hard to work out exactly how much you should be spending on a retargeting campaign warm audiences people like website visitors email lists those audiences are usually much much smaller than cold audiences like look-alike audiences and interest based targeting options and because of that

[5:42] people very very often overspend on a warm audience and that can often lead to a much higher cost per conversion than you'd otherwise see because you just think about it logically if you're advertising to let's say 3,000 people on an email list and you are spending too much you're just gonna bombard those people with your ads if they're seeing your ads five six times a day every day for two weeks that's no winner as effective is if they're seeing your ad once every couple of days for two weeks because if they're you know by the time they've seen your ad for the seventh or eighth time

[6:16] they're either gonna buy or they're not you're just wasting money continue to advertise them so when people have separate retargeting campaigns they often often over spend very very easy to do but if you include your warm audiences your the people he may list web services things like that as an ad set within a CBO campaign Facebook will allocate your budget accordingly and they'll do so until so they won't massively overspend on your warm audience and sets because they'll know they'll see that you know Facebook can work this out I see that the frequency number is 12 right we need to really scale back on spending more

[6:50] targeting these people and instead spend money on you know some of the other audiences that you've got within this campaign so Facebook can basically work that out for you what your budget level should be for your warm audiences as part of an overall CBO campaign really really beneficial campaigns doctor to be able to include that that way and that's how we always do it now for all our clients I think for just about all our clients we've got this up and running now so that's how I'd recommend you do it so I just sort of talked you through the logic now let's go ahead and implement this so I'm not gonna go into

[7:22] watching let's just very quickly go into the ad set to show you I'm not gonna mess around with any of these conversion events and stuff like that I've created videos on all this stuff so check out my youtube channel if you go down this and you see any setting that's like you know what's a saved audience or what's up - what's the placements or what's optimization for a delivery I've got videos on all of it so make sure you go to my YouTube channel and check that out but let's say I'm gonna create this ad set is gonna be a let's go with let's say a 1% look-alike and we're gonna

[7:54] create that 1% look-alike based off of purchasers and that's what our audience is gonna be ok so let's now go down this is a demonstration ad account so I've created these look-alike audiences in here so let's go look-alike audience basis of product purchases within the last 180 days fantastic again I'm not gonna mess around with any of this stuff that's all covered in other videos I want to keep this tight and on topic so we've got a 1% look-alike audience based off of purchases so let's now duplicate this so what I would usually do when I said we can have four or five different ad sets what I'd like to do is I have

[8:27] one warm audience ad set one or two look-alike audience on sets and then one or two other cold audience ad sets so things based off behaviors interests things like that okay so you've got one based off purchases now a look-alike audience based off previous purchases it's nearly always gonna be your best look-alike audience that's often going to be your best cold targeting option is a look-alike audience based off previous purchase because who's better to advertise to than people that are just like people that have already bought from you okay but let's say for example your purchases list only has I don't know 300 people in it fairly new to this um got that many

[9:05] purchasers do you only have 300 people bye-bye or maybe you know you sell a $10,000 product in which case you hey Jody 3000 / 300 purchases that said there's quite a lot of money in that case you probably gonna want to test that against a look-alike audience based off something else like an email list or like website visitors if there are far more people within that source audience so let's say you've got 300 previous purchases but you've got 5,000 people on an email list well in that case actually the email list look-alike may outperform the purchasers look-alike because five thousand people gives Facebook or a lot

[9:37] more data with which to create a look-alike audience and with everything being equal the larger the source audience the better results you're likely to see okay so if that's the case if my email list is much much bigger than my previous customer list or I've got way more website traffic than I have customers then I would go ahead and test another look-alike audience option here so let's say for example we've got we've got our Aunt set one person look-alike based off purchases we're gonna do one person look like based off email list scroll down to the relevant section let's get rid of that and let's pop in

[10:10] here we got lead magnet opt-ins and which is basically the same thing as obviously an email list that's how they got onto the email list in the first place right so those are our two look-alike audiences now let's go ahead and duplicate that out and create another ad set based on another cold audience targeting option now you may be thinking what is the point in targeting another cold audience when we've already got that look like aren't look-alike supposed to deliver the best results and the answer is yes look-alikes very often do deliver the best results but not always and around 10 15 percent of the cases we will find that a different cold

[10:50] audience targeting option produces better results than a look-alike I don't really know why sometimes it just seems that for certain businesses certain products and services there are interest based behavior based targeting options that just absolutely nail the target audience they're just perfect and in those cases you want to add those in also if you're just getting started and you don't have any source audiences you don't have any purchases any email list subscribers any website traffic with which to create a look-alike audience then you're going to want to obviously targets and interest based look some other cold audience targeting options so I won't obvious want to take that out of there by the

[11:29] way guys have done that's quite a local I call it there will be a link in the video description for exactly how to do that and then I want to put in some detail targeting in here now I I sort of I'm going in this example let's say I'm advertising my five-part Facebook ad template okay which is a lead magnet low for free to get people onto my email list now let's say for example in this detail targeting section I'm offering this you know I want to find people that are sort of interested in facebook advertising likely to be advertising on Facebook and I've done the research on

[12:00] my own target and you can use audience insights on my own target market you can use audience insights to find great targeted options for you again link in the video description and but let's say I put in some I know this market could obviously to my own but one of the options I might want to target is business page admins okay that's slightly better than Facebook page admins because there's lots of Facebook page to do with like sports clubs and local communities and things like that that aren't gonna advertise on Facebook but a lot of businesses and a lot of people who are admins of business pages

[12:33] on Facebook are going to advertise so using them as a target option is something I'd like to do again when you're using this source stuff there's other things you want to do around the targeting make sure you check out my other videos for that stuff this is just to do with the campaign structure okay no I don't want to do that let's click it to the campaign right all we need to rename that now so who are we targeting here we're targeting business page admins and then let's duplicate that out I know said one to two cold audience targeting options so we've got business page admins and let's do exactly the

[13:08] same but in this time we're gonna go with social media marketing these people are going to be highly likely to be interested in a facebook advertising related free resource so we could try that as an option social media marketing okay there are loads of other options should get more specific oh I've added in job titles in there I had just had a look at that I thought why's that just got a thousand people I've got the wrong one so let's do this now social media marketing I want the social media marketing interest there we go that's something to account for by the way guys is it suicide that that's got

[13:47] four million people in the UK that sounds a lot more like it okay again I'm not gonna cover the other stuff here so we've got our four cold audience ancestor four move on to the warm audience and set something I need to mention in here is we've just got one targeting option per ad set now a lot of people recommend that you put a whole bunch of different targeting options in each ad set that's not something that I would recommend I want one targeting option per ad set so here we've got social media marketing here we've got this page admins and then these two we've got the the relevant look-alike

[14:19] audience I want to keep them separate because I want to know exactly what produces the best results you know if we run this campaign and we're let's say after purchase for example of a product and this audience produces a cost per purchase of $7 and this audience producers a cost per purchase of $6 I want to know that difference that is valuable money saving information right there if you put both of these into the same audience and it's you not gonna be able well that out you don't have to see which one's perform best so when I said the beginning the video when we structure our CBO campaigns we're doing

[14:51] this with future optimization in mind because that's what we mainly do as a Facebook Ads au C's we optimize our clients campaigns we make adjustments and that's why we have one thing per ad set now if there are a bunch different interest targeting options you want to test that's fine Park them for now okay so I don't like to go above about 5 CBO campaigns seem to struggle with more than five different ad sets to optimize around and so I don't like to go above about five but just partment for now once you find this campaign for you know five six days you'll very quickly see okay this

[15:24] business page admins is not working at all but this social media marketing in interest is great positive page admins put in one of the new ones that you want to test and go from there okay very simple process optimizing a campaign going forward now we need our warm audience answer so let's duplicate it be easier and quicker bumper-to-bumper boom so with our warm audience ad set so let's go I'll rename in a second obviously want to come to the custom audiences section we want to make sure we get rid of any interests first welcome to our custom audience section and here I like to bundle warm

[16:06] audiences and what I just said about cold audience is was that you want Whomper you want one targeting option perhaps set that's not what I want to do with my warm audiences because I I don't need to workout on which produces the best result all website visitors or my email list not the look-alike audiences based off those but the actual people that are may email list the actual people that are visiting my website because I know that those people are going to produce a better cost per purchase or cost per lead or whatever then call audiences I'm going to be targeting them so I don't need to work

[16:38] out which one's work and which ones don't and pause the under performers going forward and with that being the case because I know I'm going to be advertising for these people I want to create the largest warm audience possible because that's going to help Facebook Facebook prefers larger audiences where all things are equal larger audiences produce better results so the largest warm audience I can put into one and set the better now this will depend on what sort of ad set what sort of warm audiences you have so for example in this demonstration account I've set up or website visitors but I'm also gonna add it people on the email

[17:10] list and I'm gonna add in the product purchases burying a mine with product purchases if you're advertising the same product and that they've already bought don't advertise to them unless it's a consumer product that they will rebuy and hopefully that's fairly self or self explanatory but you can in fact if that's the case you may even want to click exclude and exclude previous product purchases and if that's the case you may want to exclude them from your other ad sets as well but that's just a little aside let's assume that you are advertising a brand-new product then yes that's something you would definitely want to advertise to people who have bought your

[17:47] other products okay so I'm gonna include all three in there again that that might seem contradictory to what I talked about with the code audiences but it isn't I want to advertise to all these people therefore want to create the largest wall more disposable the reason why I separate out the other ones into single targeting options it's because I may not continue advertising to the under performers so in here I'm gonna call this my warm audience get out of the way and I've got what have I got in here I've got purchasers I have email lists and I have website visitors fantastic okay so that's stage one stage

[18:35] two effectively those are the abscess in my CBO campaign this is our number one CBO strategy for a Facebook ad campaign now we need to talk about what happens at the ad level because obviously it's a little bit different so we've got five different ad sets when I first launched a CBO campaign the most important thing for me to work out isn't add images and copy add headlines it's targeting so what I want to be able to do is properly test these targeting options are set up against each other now the only way you can properly test that is if you include the same ads within each one of these ad

[19:14] sets because let's say for example if I was to include one ad in this ad set and a completely different ad in this ad set and then the social media marketing ad set is the best performer I don't know whether that's because that's the best targeting option or whether that's because the ad within it performs better than the different ad within this ad set okay so I want the same ads in each ad set that's very very important that way you can test now with that said it doesn't mean that I just have to have one ad in each ad set so let's look into one of these let's choose social media

[19:48] marketing as an example actually we've got a bunch of different example ads so I'm just going to clear these off because in draft mode and get rid of those to make it easy right so we've got let me just check what I'd set that is in is it in social media marketing oh it's a draft made to cut nevermind doesn't matter so what do I want to do I want to again set this up with future testing in mind so when I first create a Facebook ad campaign one of the first things I normally want to do is establish the best ad format for this type of business so what works

[20:23] better for selling this product or service is it a video ad is it a carousel is it an image so for example I may create image ad okay and then I would duplicate that fact let's create a few different duplicates let's go with before at a few different ups and I might have a different ad format in each so let's minimize this down I'm not gonna sort of go into each one I'm just going to change the note that's not what I meant to do I should go change the names firstly we've got image ad and we're testing that against a video ad and then we're testing that

[21:03] against a carousel ad and then perhaps we want to test a couple of different images okay that's the sort of structure we would start with and then what you'll find is that within let's say week 1 of running this campaign out of these 5 Adsense we're gonna see okay you know what this ad set works really well the warm audience ad set obviously works really well with other 300 rubbish this pause days okay fine then you go into the ads and you see the carousel and the video did very well just keep those two running the two images didn't or this image ad performed really well in this

[21:43] video I didn't but this image ad in this carousel didn't so the way we're going to structure things within each ad set is it gonna have the same three or four ads in each ad set and I'm gonna limit myself to three or four you don't want to go and create many more than that because again it gives Facebook too much to optimize around remember in this campaign there's gonna be five ad sets and let's say a maximum of four ads in each that's 20 different ads that are actually running okay obviously only for different variations because you have the exact same ad running in each

[22:10] ad set but it's still 20 different ads for Facebook to allocate budget to to see how they could form so you don't want to overdo it you want to give them 60 or something it's gonna take forever or a monstrous budget for Facebook to work through all that and work out what performs best so we have three or four different ads and I set what I want to start with is testing ad format once a tested and format and then going to either make a decision or limit myself usually to one or two so for example if video out and carousel perform really well great that's what we're gonna focus

[22:39] on going forward if image ads perform really well great that's we're gonna focus on going forward so once you've sort of established that let's say after a week well then you might want to start testing images so say image ads perform best great you might want to test three or four different images then once you've established which images form well you might move on to headlines do the same thing once you've done headlines the primary text a copy call-to-action buttons where you can basically work your way down the list and that's the process that we do of optimizing and making adjustments to improve campaigns again I'll include a

[23:08] link to a video where I talk about that in detail and how to optimize the Facebook ad campaign and but that is the structure of how I'm going to set things up in the first place to make it easier for us to optimize the campaigns going forward and setting things up this way really really does help so just very quickly I'm not gonna include details about the ads themselves because again there's other videos for that but we're gonna try and make these ads relatively similar if we're testing different ad formats there's only so much you could do with that obviously a video ad is inherently very different to an image ad

[23:39] but keep it about the same topic focus on the same benefits of the product except receptor because I want to know I want to know does video perform better or does image perform better because different markets you'll see different things you'll see different results okay and that is how obviously then duplicate those four ads across different ad sets but that is how I like to structure CBO campaigns that's my number one CBO strategy for Facebook ad campaigns and it's one that I'd strongly recommend and you use it can make your life a lot easier particularly if you're an agency offering Facebook advertisement services for clients and you've got lots of

[24:10] campaigns to deal with and sort of keep on track of and you know work out what's performing well I would strongly recommend that you structure this way right at the beginning video I mentioned two free things that I think it can be very interested in the first is Facebook Ads mastermind group so this is a free Facebook group it's a fantastic community there's more than 14,000 members all people that are looking to get better results with Facebook advertising there's tons of experts in there that are very happy to answer your questions we'd love for you to join and get involved there'll be a link in the

[24:40] video description go ahead request to join I'll approve that request and every day there's hundreds of people posting questions getting questions answered as I said austere communities with over 14,000 members it's growing very very fast so go ahead and join that if you want better results from Facebook and another thing I quickly mentioned it in this video is my five-part face book and template so if you're looking for better results on Facebook and you're sort of thinking how do I create an ad what copy do I use what headline do I use what images do I use that's what's covered in my Facebook ad template because it's got six of the

[25:10] best performing ads that we've created for our clients that all have produced fantastic results and what I've done in this template is I've sort of broken down each ad and I've explained write we wrote this headline and it works because of X Y and Zed we use this image and it worked because it's colorful and it's eye-catching and it's got this and this and this and so you if you sort of want to get better results from Facebook you want better Facebook ads you can get that templates free to download and you can obviously model from the ads given in there again there'll be a link in the

[25:40] video description gonna be tons of links in the video description but I'll label them all so you'll know what's what and it should be easy for you guys to work out exactly what it is you want to grab and so yes I would strongly recommend you check that out what I think I want to mention is our Facebook advertising services so elite guru is a specialist Facebook advertising agency and if you're spending more than three thousand dollars a month or you're new to Facebook advertising and you want to spend more than three thousand dollars a month then we would I'd love to have a conversation with you with our track

[26:05] record of producing great results for our clients with Facebook advertising is outstanding you check out our website there's tons of screenshots of results we've been able to produce where we're generating a 20x return on investment and you know generating tens of thousands of leads and things like that so we produced a sort of results I'd love to have a conversation with you if you are spending or planning to spend more than three thousand dollars a month on your Facebook Ads you can apply for a free strategy session with me three thirty minutes where we basically discuss what it is that we do as an agency how we might be able to help you

[26:35] and I can get more information about your business to see whether you would be a suitable company for us to work with again link in the video description that would be right at the bottom go ahead and click that book a session with me and we can go from there if you enjoyed this video please give it a like please subscribe to the channel for more Facebook advertising related content and don't forget to comment below to let me know obviously any questions pop them in the comments I answer every single question on my youtube channel that's becoming more and more difficult as its growing but it's

[27:04] something I'm committed to so go ahead and do that and I will talk to you guys soon thanks a lot now

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