Better Facebook Ad Results from ONE Click!?

0:00so a few days ago I got a very interesting email from meta and I wanted to share it with you now they are claiming that with a simple tweak to your Facebook ad campaigns you can get 133% better results on average which sounds amazing but I think there's some really important nuan that's being lost here so in this video I'm going to explain what meta are recommending we do and whether or not you should actually do it okay so this is the email that came through from meta it was the subject line was winning ad start with this optimization which I thought was uh pretty Punchy to begin with which is

0:26interesting and then right at the top of the email here they've got Advantage Plus placements that what they're talking about here and they're saying improve and performance with Advantage Plus placements you see here Ben small businesses who used Advantage Plus placements or six plus placements in their campaigns achieved a 133% lower cost per action CPA on average compared to campaigns that didn't now meta is trying to push Advantage Plus placements and they have been doing so for a long time it actually used to be called automatic placements they change the name to Advantage Plus placements cuz that sounds much better doesn't it sounds like you're going to get an

0:58advantage it's going to help you PE viiew results which is obviously what they're they're claiming happens an Advantage Plus placements for anyone that's not familiar is just all the placement options so when you create your Facebook ad campaign it's saying look matter I'm happy to put it on Facebook Instagram feeds stories reals Audience Network everywhere that you've got as a placement option and that you can think to put on the platforms where ADS do appear I'm happy for you to go ahead and do that and put them all over the place and over time they've been pushing advertisers more and more towards this you do have the option to

1:26select manual placements instead and say no I only want to advert in certain locations I only want to advertise on say feeds or stories or reals I don't want to advertise on on everywhere else but meta's really pushing towards Advantage Plus placement so they've done that by changing the name they've also done that by making it the default option so if you're thinking I've never actually checked the placements you are using Advantage Plus placements if you haven't changed it and they're actually hiding the manual placements more and more so it used to be really obvious you'd see like what used to be called automatic placements and then manual

1:53placement so you could be you could make a decision as Advertiser now when you go through a campaign you have to sort of click into to find the manual placement settings it's sort of a layer hidden and then you need to go ahead and change it and with some campaign types you can't even change it at all so if you use say a manual sales campaign or a manual yelds campaign you can do what I described and change to manual placements um if you don't if you use Advantage Plus campaigns advant plus shopping campaign or a tailored leads campaign um it's just fixed you're going to be using advant plus placement you

2:21don't have any any flexibility around that now I'll explain why meta are pushing Advantage Plus placements um or the reasons why they're pushing Advantage Plus placements because there's more than one in a second but before we do that let's dig into this claim a little bit more and take a look at the wording because it's really important okay so they claim that you get a 133% lower cost per action when you do so on average when you use Advantage Plus placement or six plus placements and a 133% lower cost per action for just clicking one button is amazing who wouldn't want that That Could That Could massively improve the

2:50profitability of your ad campaigns right but notice the wording it's cost per action not cost per conversion they are different things a lot of advertisers get those two mixed up because if you're running a a leads campaign or a sales campaign and you're optimizing for leads or sales then your cost per action is the same as your cost per conversion but not everyone is running a leads campaign or a sales campaign some people are running traffic campaigns or engagement campaigns and that action will therefore be different what the campaign is optimizing for will be different it could be optimizing for link clicks it could be optimizing for video views and

3:24if you think about how meta works there are higher quality placements and lower quality placements when you're running a leads or a sales campaign your ads are really put on the lower quality placements things like the Audience Network because those placements don't convert as well but if you're running a traffic campaign an engagement campaign something like that where you're not optimizing for a conversion um it's the the the lower quality placements like the Audience Network are a really good place to get cheap actions to get cheap link clicks to get cheap video views to get cheap uh reach and Impressions if that's what you're optimizing for now it

3:58makes sense to do that because there cheaper and Mets thinking you just want link clicks so they're like great let's get cheap link clicks so that's what they do but does that help your business not really because there's a reason why those link clicks are cheaper it's because they're lower quality and less likely to convert but that's all factored into this number here that's factored into the 133% and of course if you were to take your traffic campaign let's say and switch it from Just advertising on feeds let's assume you're using manual Play Just advertising on feeds and then go with Advantage Plus placements and advertise everywhere you

4:25are absolutely going to see a significant decrease in your cost per link click does that then translate to better results for your business for people going through and taking meaningful actions for your business like purchasing becoming Le Etc probably not but it is going to be factored in to that 133% so if switching to Advantage Plus placements or using Advantage Plus placements doesn't actually help your business get What It Wants now there are scenarios where it does by the way I'm not always against plus placement so I I'll talk about that a little bit later on the video but if it's not necessarily delivering the Improvement in results

4:56that meta is is making it seem like it does uh why are meta pushing this why are they are they pushing Advan placement well we have to be aware that meta has ad inventory to fill and if all advertisers just run ads on say the feeds on Facebook and Instagram or stories on Facebook and Instagram and didn't use any of other placement options then meta couldn't run ads on those placement options they would serve less ads they would make less money um so there is absolutely an incentive for meta to be able to fill ad inventory and make more money by convincing advertisers to use Advantage Plus

5:31placements and that's what a lot of the the tweaks have been have been designed to do so whenever we see recommendations or advice from an ad platform itself a lot of the times those pieces of advices are good because they want us advertised to get better results because if we get better results then they know that we will stick around for longer we will spend more money with them that helps as well but there are always scenarios in which they will make a recommendation that will make them more money and isn't necessarily in the best interest of advertisers and this this kind of falls into this category I think it does some

6:02of the time not all of the time I talked about there being Nuance here I'll explain more about that in a second before I do I want to quickly let you know about something I'm really really excited about I think you're going to really like and that's my brand new course with Community called Facebook ads Mastery so basically I've packaged everything that we've learned as an agency spending more than $50 million on meta ads running ad campaigns for our clients generating more than $200 million in revenue from those ad campaigns is literally the the strategies the tips the techniques that we use to get those great results for

6:31our clients it's also the material that we use to train our new staff members it really is uh the best possible stuff and it comes with a full School Community as well so there's tons of interaction in the school Community uh with me and and the members and and sharing information and helping each other out and all that great sort of stuff in there there's weekly live calls and trainings included the starting price is just £97 per month if you're interested there is a link in the video description I very much hope to see you on the inside okay so so far in this video it might sound like I'm

6:58very down on Advantage Plus placements and I wouldn't recommend you use them uh we always use manual campaigns and that is not true at all we use Advantage Plus placements all the time uh but there are scenarios where we do and don't use it I think this is really important to understand so we will use Advantage Plus placements if we are using a conversion-based campaign objective and optimizing for the conversion as well using the performance goal of course so if we're using leads or sales for example then we know that meta is going to try and optimize for a lead optimize for a sale so we're quite happy for met

7:29as AI to work out where to put our ads on the platform if you think that the best results come from Instagram put them on Instagram if you think the best results come from Facebook put them on Facebook if you think the best results come from stories put them on Stories the best results come from reals put them on on reals and it's nice to give meta that flexibility because what you'll often find is that yes the best placements might be say feed stories and reals but they then have the flexibility to put an ad in front of someone or the on new Audience Network if they've

7:56already engaged and met us thinking we just need to get an ad in front of this person one more time and we're going to push them over the edge and they happen to be somewhere else where we can put um a placement you know we can stick one in an instream video and and and get this person over the line so if you got a conversion based campaign objective great absolutely Advantage SPAC is the way to go and most campaigns should be those and that's why we use Advantage Plus placements with most campaigns but if you are not using a conversion based campaign objective so use engagement

8:23traffic awareness it is very important that you don't use Advantage Plus placements for the exact reasons that we described you need to use manual placements and I would recommend that you limit it to the highest quality placements like feeds stories and reals otherwise meta can get you really cheap clicks really cheap video views uh really cheap uh reach and Impressions on those lower quality placements and those numbers are factored into that 133% lower cost per action uh claim which is why I don't think that's good data uh I don't think that's necessarily good advice to go on uh there's that Nuance there and if you do have one campaign

8:58objectives you have have to go with manual placements otherwise you are likely to see a better cost per result a better cost per action in your in that column within your meta ad account but will it be overall better for your business will those people then like let's say you're running a traffic campaign to an Amazon you know you sell products on Amazon you're sending them there are they then more likely to go on and purchase if using Advantage Plus placements I think not I think those people are then more likely to go on and purchase if you use manual placements and go with the high quality placements

9:29and the reason why I use Amazon example is because there's obviously traffing difficulties in terms of being able to optimize for a like a an actual purchase in that scenario and there are other examples where that sort of thing happens that forces advertisers to use traffic engagement awareness Etc um I talk a lot about my omnipresent content strategy with that we use the awareness campaign objective very important that you use manual placements with that as well also before you go have you heard about the huge changes to the Facebook ads learning phase if not I explain what's going on in this video here it's really good news for us Facebook

10:00advertisers and can completely change the way we run Facebook and Instagram ads is something you have to know about if you're running ads on the platform so go ahead and check it out