# This 1 Facebook Ads Tip Could DOUBLE Your Results

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=GSh4kkrUdAs
Duration: 14 min
Language: English
Words: 2923
Transcript page: https://viewrankai.com/tools/youtube-transcript/GSh4kkrUdAs

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[0:00] i recently did a poll on youtube and i asked my audience what part of facebook ads they struggle with the most the most common answer was targeting and that got me thinking is there one targeting tip or technique that i could give you guys that could make a huge difference to your results and there is there's one targeting technique that almost no one uses but can be an absolute game changer and the really good news is that it's really easy to do let me show you what i'm talking about the easiest way for me to explain this facebook ads targeting technique is for me to show you first

[0:27] and then explain how and why it works so well so make sure you stick around to the end of the video for that now to show you i'm going to quickly create a facebook ad campaign in this example ad account with the standard boring normal targeting setup and then i'm going to create a campaign with a different targeting structure the targeting structure that i actually recommend so start by heading into ads manager and clicking on this green plus create button now you can see i've got the new campaign objective menu here and the facebook's in the process of rolling out as i record this video you may well have

[0:54] the old one in which case you've got the old one you can go ahead and select conversions i'm going to click on sales for the purposes of this video they're going to work exactly the same so let's go ahead and click continue now i'm not going to mess with any of the other settings at the campaign level ad set level nothing to do with the ads in this video i want this video very much to be about this one facebook ads targeting technique that as i said can double or more your results so let's jump over to the ad set level then we're going to scroll down

[1:25] and we're going to get down to the audience section now we need an example so the example i've come up with is a travel based e-commerce business so an e-commerce business that sells products within the travel space you could have neck pillows you could have you know special charges for phones and all sorts of different things like that right um we're gonna assume we're targeting the uk obviously that would very much apply depending on where you are in your business all that sort of stuff that's fine and for a business like this we're gonna change the age range and to make it younger so let's go with 18 to

[1:55] 35. okay we're gonna go with all genders and then we're gonna get down to the detailed targeting section we're gonna start adding in interest demographics and behaviors that are closely related to whatever it is that we're selling okay so the first one we've got is we're going to go ahead and add in travel and then we're going to click on suggestions like a lot of people we're going to start adding in things that we think are related to travel so we're going to add in vacations we're going to add in adventure travel we're going to add in frequent international travelers we might add in holiday okay so we've

[2:23] got five well one behavior technically within facebook's targeting system and four interests and people would very often run an ad set like this this would be the sort of structure they'd see the results they get and that's what standard that's the normal way of doing things that's not the way i'd recommend doing it you'll see why in a minute if i turn off detailed targeting expansion just quickly we can see we've got a really large audience here and just remember that because that's going to factor into what i talk about later on in this video so let's say we run this campaign like this with this targeting setup the five

[2:55] different detailed targeting options all in one ad set together and then we're likely to get results that look something like this so i've just quickly created a spreadsheet to show you what typical results might be for a campaign like this now because we don't use this campaign structure very often this targeting structure very often um we don't actually have a real-life example to show you so but this is very representative of what you are likely to see so we've got our standard ad set that we just created let's assume we've spent a thousand dollars on this ad set we generated 45 conversions 45 sales for a cost per conversion of 22 each you may

[3:25] be able to produce better results than that you may be producing worse results than that but that's not unheard of those sorts of results okay so just keep that in mind we'll come back to that in a minute now we're going to jump back into ads manager and create a much better campaign using a better campaign structure so just before we create this new campaign let's let's scroll up and give this um a name let's call this standard ad set and let's jump over to the campaign and call this standard campaign as we're creating another one it makes sense to keep things um labeled so we know what we're dealing

[3:54] with here so let's go ahead and create a campaign with a much better targeting setup that's likely to improve your results and i'll explain why so let's call this one better campaign very inventive naming i know then we're going to go over to the ad set level and we're going to scroll down we can keep everything else as similar to the other campaign as possible right so we're still going to target the uk the age range we're going after is 18 to 35 all genders again and we're going to start by adding in something like travel okay as our interest and once again let's remove detail target expansion because

[4:30] that'll come more into it so instead of adding in a whole bunch of other detailed targeting options that's all i'm going to add into this ad set okay i'm going to scroll up i'm going to go ahead and call this travel ad set right minimize this down and then we've got our travel ad set that's within our better campaign go back to travel answer and we are going to duplicate this and make four copies into the original campaign so into the same campaign and what that'll do if we minimize this down is it'll mean that we have within this better campaign we now have five ad sets

[5:12] one is a travel ad set and we're gonna sort the others very quickly now and show you exactly what i'm about here so scroll down to the audience section once again let's get rid of travel and add in one of the other detail targeting options that we're going to use so this one's gonna be vacations and let's call this one vacations ad set and then let's jump over to another example um one of the ones was adventure travel so let's call this adventure travel ad set we'll scroll down and same same same that's one of the advantages of duplicating by the way is all the other details stay exactly the

[5:51] same you don't have to go ahead and add all those in manually which is just a bit of a time saving thing right add an adventure travel again just the one that's it then we'll jump to the next one and i think we had frequent international travelers something like that okay scroll down once again very important get rid of travel go with frequent international travelers there we go boom and then that's our travel ad set and then this one up here last but not least i believe was holidays holiday something like that maybe it's holiday yeah perfect and then we're going to scroll to the top i'm going to call this

[6:34] one holiday ad set and we're going to get rid of that just there so now you can see the structure really nicely over here on this left hand side so we've got the one campaign with five different ad sets each ad set has one detailed targeting option very different to the other campaign which if i click into um and we click edit on here we see the other campaign had the one campaign same as before but the one ad set with five different detailed targeting options in it now why would we do that okay now we need to jump over to some more example results to see the difference so just a

[7:09] quick reminder our standard campaign produced these results thousand dollars spent 45 conversions average cost per conversion of 22. now if we jump over to what the other the better facebook ad targeting campaign structure would look like with our five separate ad sets this is the sort of thing that you might see five separate ad sets we spent the same amount in total so 200 across each ad set and these are the conversion amounts okay what you can see is that even though we spent the same amount the conversions per ad set varies a lot some ad sets performed much better than others holiday ad set performed quite

[7:41] poorly adventure travel performed really well again not uncommon in the slightest what that means is that your cost per conversion varies massively you know we've got one ad set in at 50 cost per conversion another ad set in at 13 cost per conversion what you can see here is we've got the same averages right we've got the same averages across the whole campaign but by breaking things out into their component parts we have much more useful and actionable data that we can use with this standard campaign your cost per conversion and the number of conversions generate that's just a blended average that's the average you get across the lot because you can't see

[8:18] how the individual elements perform when you break them out you get to see exactly how the individual elements perform and then in this sort of scenario what we would do is we would for example um turn off for sure let me just uh demonstrate that with a big red turn that one off for sure we'd probably turn off travel ad set as well okay um maybe this one down here we might give it a little bit longer but let's assume we did let's assume we we turned all three of those off well that now leaves you with vacations ad set and venture travel ad set they're producing much

[8:52] much better results and the next thousand dollars that we spend on this campaign we're going to see many more conversions and a much better overall cost per conversion because these are actually the best performing ad sets and that's why this is such a simple targeting tip such a simple targeting technique but one that works so well and can really help improve your results now before you go ahead and implement this facebook answer targeting technique that i've just shown you i need to warn you about something very very important and that's that facebook is going to try and convince you to not do what i'm recommending they want you to use the

[9:26] old standard setup where you have the one ad set and you put a whole bunch of targeting options in there together okay i need to explain that because you are very likely to see a warning pop up in your ad account when you use the technique i'm talking about saying don't do this and i want you to ignore that warning i'm going to explain why i think this is really important so i've got facebook support documentation up about combining ad sets and campaigns they are trying to convince you here to run less ad sets and less campaigns bunch more together and the reason they're doing that they give two reasons is

[9:56] they want they say you're going to spend your budget efficiently and optimize performance that mainly has to do with a larger audience we know that facebook ad campaigns do in general perform better with larger audiences slightly better improvement in performance okay they also want you to get out of the learning phase as fast as possible and it's true that if you combine ad sets let's say you spend the thousand dollars in the one ad set well that ad set is going to get out of the learning phase faster you can generate more conversions than if you have that thousand dollars spread over five different ad sets it's gonna

[10:26] take those ad sets with the technique the setup that i'm recommending longer to get out of the learning phase so their two points here are valid but it's very much short-term thinking right with what facebook recommends yes you might get better results in the first week or two of running a campaign with that structure but if we jump back to our sheet what i'm recommending here you are going to get much better results over the long run and if you're serious about facebook and avatar facebook and instagram advertising that's what matters being able to see that even though the average is 22 but actually this targeting option produced

[11:02] a 50 cost per conversion this targeting option produced a 13 cost per conversion being able to see that pause the underperforming targeting options only target the best performing targeting options that can make an enormous difference that is much more important than getting out of the learning phase a little bit faster or having facebook's delivery system slightly more optimized because the audience size is larger okay i really want to get that across and the reason why facebook recommends this is because it's going to help improve performance initially and that's what facebook really cares about because they know that when advertisers join the platform and they start advertising it's important that they get

[11:40] good results early on because that's going to then encourage them to spend more on the platform give them proof of concept i think that most people watching this uh beyond trying to work out whether facebook or instagram ads can work they most likely know that in which case you're better off with the more specificity the more accurate data and getting things to work properly and if we jump back into our ad account you can see this is backed up by audience sizes right so if we click into our and click into our standard campaign well let's just look at it and then we go to our ad

[12:07] set level we can see that our audience size here is you know 15.2 million to 17.9 million so really quite large if we close that down and we go into our better campaign and we take a look at some of these ad sets um see this one's significantly smaller at 2.4 to 2.8 because it's one of the five component parts i'm not going to go through them all but you can see how significantly smaller audience sizes these aren't too small by any means but you can see what facebook are talking about okay so before i tell you about the last thing that you need to do to

[12:42] make this facebook ads targeting tip work for you i want to quickly tell you about our facebook and instagram advertising services so my company lead guru is a specialist facebook and instagram as agency we create manage and optimize campaigns for our clients and if you want better results from the platform you want to be able to hand it over to a professional company that's something that we can do we do have a 3k per month minimum budget requirement but if you've got that budget or you're about to have that budget and you can go ahead and book a free call with one of my team members just click on the video

[13:10] on the link in the video description below that will take you through to a page on our website and you can go ahead and book in a session directly into calendar we can find out more about your business how you work you can find out more about our services what we charge and how we might be able to get help you get um significantly better results hopefully we get a chance to work together we can help take your campaigns to the next level so i just mentioned that there's one more thing that you need to do in order to make sure that this facebook ads targeting tip will

[13:33] work for your business and that's to make sure that you aren't making any of these facebook ad mistakes these mistakes really can destroy your facebook advertising results a lot of them are very easy to avoid but you need to know what they are in order to avoid them so go ahead and check that out i think you'd be glad you did

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