1 Simple Change Skyrocketed Our Facebook Ad Results!

0:00in this video I'm going to show you how we took a client's Facebook ad campaigns and more than doubled how much profit they made in just 30 days and the crazy thing about this example is that this huge Improvement in results came from just one optimization that took less than 5 minutes to implement let's get into it okay so let me start by sort of setting the scene and giving a bit of context around this business um so that you understand why the change made had such a big Improvement in in results okay so when we took over this client hat account before we started working

0:28with them they were generating about a 2 8X return on ad spend um across the board now that was profitable for them a product based business and they had good margins it was profitable but of course they wanted to do better you know most advertisers do want to do better than a 2.8x even if it is um profitable for you now their advertising was primarily focused on just one product they sold other things um but this is the product that seemed to get the best results when they ran ads for them um it's what most of their sort of initial customer acquisition was focused around and and

0:58lots of business end up in this scenario they might have a whole range of productss but really it's sort of the one on the front end that gets a much lower cost per purchase or or a much better return out spend than anything else so you put all your advertising spend into really promoting that then of course you can sell your other things with UPS sales and cross sales and email marketing SMS marketing and then retargeting to get people to purchase other stuff and increase the uh customer lifetime value so quite common for advertisers to be in this sort of scenario so their campaign structure their account structure was that they

1:29had nine different campaigns running for this one offer this one main product right and the reason why they had nine different campaigns they basically had one campaign for each Country and this business was targeting uh the main sort of english- speaking countries you know UK Canada US Australia Etc um and then also some other countries in Europe ones that speak good English Western European countries um for the most part right so they had nine different campaigns one for each of of those countries and one of the big challenges there were obviously others but one of the big challenges was working out how to allocate resources to their different

2:01markets and trying to work out should we be focusing more in the US because it's the largest market or should we be focusing elsewhere because there's slightly lower cost per uh thousand impression slightly lower cpms there um where are we going to be able to build a brand should we differentiate between the different markets and have different copy for say the US versus the UK versus Australia because there's nuances in the market and and things along those lines that was one of their their main um challenges that they came to us with when we when we took over their their campaigns a lot of advertisers are in

2:30that situation where they've got lots of different options they could take whether it's different product ranges or advertising in different markets and they're trying to work out should we or or shouldn't we so explain what we did in the second before I do that I just want to quickly let you know about our done for you Facebook and Instagram advertising services so if you're faced with this challenge or any other Facebook and Instagram ad related Challenge and you're just thinking you know what I'd much rather a professional just take this over get me better results than what I'm getting myself take all this workload um off my hands

2:59and that's exact exactly what my agency can do we can take this off your hands almost certainly get you better results than if you manage yourself if that sounds interesting there is a link in the description below you can click on that come through to a page on our website book in a free call free no obligation call with one of my team members to find out more about how we might be able to help so if that's interesting go ahead and do that and hopefully we get a chance to work together so what did we do to improve their results well we changed their account structure so instead of having

3:23those nine separate campaigns we combined all those campaigns into one campaign uh we didn't just use one ad set though we kept the the different country structure but at the adset level so we effectively had nine different adsets one um for each country now that's not typically how we would structure things nowadays by the way uh but we felt like it would be right for this business I'm going talk more about that and that sort of logic and thought process um as we go through this we also turned on Advantage campaign budget what used to be called campaign budget optimization which is where the budget is set at the campaign level as opposed

3:54to the individual adset level and meta is allowed to allocate budget according to Performance so they see that certain adsets are performing better than others then B more budget can be allocated um to those and less to the underperforming ones and that helps improve um your results again this is not something we typically use now we're more likely to set budgets at the adset level that's met as default um although they don't sort of put a warning up or anything like that if you do turn on um Advantage campaign budget um but we really wanted that budget allocation to occur between those different countries between those

4:26adsets and we wanted it to happen dynamically you might be thinking well why not just manage it yourself and reallocate the budget manually well you're not going to be able to react normally as quickly as what meta is meta is also better able to predict changes which I think is becoming a more and more important part of meta advertising is if meta sort of knows if it knows that a big event is coming up and has recognized patterns in user behavior and therefore can predict what that's likely to mean for certain advertisers that could play um into your results you're less likely uh to be able to do that

4:59like as as a person as an individual um and so we wanted that to happen dynamically allocate to the best performing adsets but also change that if it changes over time which actually proved to be really really important now this change made a big difference so within 30 days of implementing this change um we saw the RAS go from the return on ad spend go from 2.8 to 3.7 so a 30% or so Improvement in return on ad spend just from one simple change that took literally a couple of minutes to uh to implement now because this is a product based business with cost of good

5:30sold like cost associated with the product um and advertising costs remain the same if you get a 30% more sales um whilst fixing advertising costs you massively increase the profitability of the ad campaign because once you've taken the previous revenue and you've deducted the cost of good sold youve deducted the advertising cost it was profitable but not massively so a 30% Improvement in return on ad spend whilst not increasing your cost makes the campaign much more profitable and like I said we more than doubled the profitability so had a really really big impact just from a very simple thing now those numbers might seem quite Low by

6:01the way 2.8x row ass 3.7x row ass thinking is that that good um this is a large business operating with a very large budget at scale and you typically see businesses that operate with a very large budget at scale they do see a lower return ad spend like we could absolutely push this business up to a 6X row ass 8X row ass if we cut their budget by 80% or so um it's kind of a Facebook advertising myth that the more you spend the better your return on gets it's actually the opposite now that's often still better because would you rather make a 20% profit margin on $10

6:34million worth of sales or would you rather make a 50% profit margin on $100,000 worth of sales right like the actual profit number is much larger at the larger scale levels even if it's lower um as a percentage okay so just to clarify that you know if you hear that Ras numbers are lower as you spend more you think well why would you have a scale that's why because you do make more profit in in real numbers provided the campaigns are performing well so why did this change work in this scenario like I already said we did some things in this ad account that we wouldn't

7:05typically do that wouldn't necessarily say our best practices not an issue by any means but wouldn't be um the typical process that we would take So Meta as I said allocated budget to the best performing adets that changed over time and it's really interesting so um I talked about the the Improvement results we got after 30 days because I wanted to demonstrate that you can get significant improvements in result sometimes by implementing relatively simple changes um which is why it's so important to test but we've had this running a little bit longer than well a number of months longer than the than the 30 days and

7:35we've actually seen a pattern that I haven't really seen before not this obviously is that meta will allocate more budget to certain countries during certain times of the month it's not as simple as saying like Oh Canada is outperforming Australia therefore it gets more budget it's like no it's actually changing now I don't exactly know why my theory for that is because there's cultural differences in those countries and um like people are more likely to spend money at different times of the month so for example I know that in the UK Payday for a lot of people is a big deal U and therefore they're more

8:07likely to spend more around Payday the end of the month uh feeling like they've got more money to spend or it's about to come in sort of thing so we see a bit more of an allocation towards the UK budget wise using Advantage campaign budget um around that time and a little bit less during the rest of the month that's sort of my theory but I do think it's very interesting that that is something that's happening and and shows I think how smart meta's algorithm is becoming and how well it's able to optimize and change things on the fly to help you get the best results possible and we've seen it

8:37in uh in this ad account of course in order to track improvements in results like this or honestly just track Facebook ad results in general it is crucial that you have accurate data and the best way to get accurate Facebook ads data is with hyos hyos is the best tracking and attribution software for Facebook and Instagram ads it's a software that all the big players including myself use I use it to track the results I generate from my own ads I also use it for all my organic content as well which is really useful so someone comes through and books a call for our done for you services for

9:05example I can see exactly where they came from with a lot of accuracy and that allows me to make decisions in my business which is really really helpful and let me quickly show you how important this is so I'm in my hos dashboard um I've isolated one of our meta ad campaigns and I created a report for it so we can see the data and you can take a look at this so this campaign spent just under £2,000 generated £15,000 in Revenue but here's the really important bit reported versus revenue and in this column we can see £12,000 now what that means is that out of the £15,000 that this campaign has

9:37actually generated hyos has been able to report on the full 15,000 £12,000 of which meta was not originally able to see so if we're just looking within our metad account not using hyos we would have seen that £3,000 of revenue is generated from this campaign and that is not true at all that is a much much lower roas number than the actual £15,000 of Revenue that was generated for a number of years now meta's ad tracking capabilities have not been as accurate as they once were because all sorts of privacy regulations have come into effect and it's only heading that way it's only becoming more and more difficult to get accurate data

10:12and uh and track our results as we need to be able to do this is a relatively extreme case and the reason why is because meta has a 7-Day maximum attribution window and this is an ad campaign that's retargeting for one of our services that people usually take a lot longer than 7 days to make a decision on so someone clicks on an ad they often won't convert within 7 Days meta simply not able to see that data and that's where hos comes in the important thing is that you need accurate data and hos takes care of that so if you want to get better results

10:39from your Facebook ads without actually having to touch your ads go ahead and sign up to hyos there is a link in the video description now there are other things that we've done to this client's account to improve results further um but I wanted to just demonstrate and zoom in on those first 30 days in the impact that just one simple change can have on your Facebook ad campaigns and it's so important to test and it's also so important to think about things from a first principle standpoint as opposed to just trying to work out is it better to use Advantage campaign budget or adset budgets is it better to use you

11:10know Advantage Plus audience or original audiences or these sorts of things and everyone just wants a simple answers they don't have to think they don't have to test they don't have to put in any time or effort and you can take that approach but that's not where the best results come from it's much better to Think Through okay if I go with option b what is option b designed to do and how does that differ from what I was already doing with option A like would that make sense in this scenario not trying to work out does it always make sense does that make sense this so

11:38normally we would use adset budgets normally we would not have nine adsets in one campaign often we do have separate campaigns for different markets but we felt like with this business combining those campaigns into the one campaign is the same product offer and then allowing meta to dynamically allocate budget to the adsets effec ly an adet for each country so to the different countries according to Performance and have that change over time was really beneficial for this business and it was so really important to think about these things from a first principal standpoint and if you haven't already make sure you subscribe and I'll keep you up to date with all this stuff

12:13and and and give you examples and and um so you can learn and understand and implement the changes that can help you get the best results possible and along those lines if you haven't already I'd strongly recommend you check out this video that video is my new video on the new the very latest Facebook ads secret Secrets tips techniques things that will catch you up to speed make sure you're operating with the very latest strategies and things like that it'll also give you an edge over your competition that are almost certainly using outdated uh methods and strategies and techniques at least in some areas of the Facebook ad so if you haven't

12:46already go ahead and check this out