STOP Using The Wrong Facebook Ads Conversion Event!

0:00hi guys it's been Heath from lead guru in in this video I'm going to talk about Facebook Ads conversion events and specifically I'm going to try and convince you to stop using the wrong conversion event if something I see people do so often when they create Facebook ad campaigns they use the conversion objective which is great but then they go and use the wrong conversion event and that massively impacts the success of your campaigns I'm going to show you all about conversion events and go through that in this video thing to be very very useful might be the simple change you need to really take your campaigns to the next

0:31level before I do that and want to quickly ask please smash a like on this video please subscribe to my channel if you're new that really really helps me out with that said let's go ahead and get into it okay so I am in an example Facebook ad account I'm in ads manager for those of you not familiar with that just them if you when you're in your facebook profile click on the little black arrow top right hand corner click on that drop-down menu will have something like manage adverts create adverts click on that and you'll be brought through to what I'm looking at right now which is Facebook ad manager

0:59and what I'm gonna do is I'm going to quickly create a conversions campaign and I'm gonna show you exactly what to use for the conversions event to explain exactly what that is okay sona go with example conversion campaign now for the conversion event which is obvious the topic of this video to apply you need to be using the conversions objective now remember objectives sort of like top-level so you're saying to Facebook this is what I want you to optimize my campaign for so when we select the conversion objective which you've got campaign objective here we scroll down to conversions and select that when we go ahead and select the conversion

1:34objective we're saying to Facebook I want conversions and then the conversions event is telling Facebook specifically which event which type of conversion you want Facebook to optimize your campaign for very very important so we've got her and selected the conversions campaign objective in this video I'm not going to cover all the other things like campaign budget emotion and stuff like that I've got videos about all these topics daily budgets lifetime budgets buying types just check out my youtube channel have a little search around and you'll be able to find videos on those then let's go ahead and call this example and sent and then let's skip and for now I'm going to

2:10click save to draft oh by the way that window that you were just looking at that is quick creation if you click on that green plus create button to create a new campaign and you're presented with guided creation and it looks completely different then at the top right hand side you can click on the button that says switch to quick creation you'll see exactly what I'm saying and you'll be able to go through this the process step by step exactly as I'm doing it I've had a few questions about that recently I just use quick creation because I find it easier do I have a few more options

2:36weirdly particularly when it comes to campaign objectives so that's what I use okay so the purpose of this this video we don't do anything else at the campaign level we've already selected the conversions objective and as we know you know the campaign objective that you select is really really important because it tells Facebook what to optimize your campaign for you know if you say to Facebook you know I want to create a traffic campaign please optimize my campaign for link clicks get me as many link blitz as possible well that's what Facebook will do they will find you the clicky esp--you to advertise to and that's where they'll

3:05put your ad in front of but I don't care about people clicking on my ad you shouldn't care about people clicking on your ad I care about Google going through and purchasing or becoming a lead that's why we use conversions objective because we want Facebook to find the people that are most likely to convert not just the quickest people and those people are often very different groups okay anyway just live a site about campaign objectives but the same logic and we'll click through to the ads that level needs to be applied to the ad set so when you create a conversions campaign you go to the ad set level and

3:34it's all about delivery and targeting you scroll down and you reach this part here conversion event and that's what this video is all about now for your conversion event what people will often do is they will select the option that they think they're going to be able to generate the most off so let's say you're an e-commerce business and obviously you want purchases you want people to buy your stuff right what people come in and they'll do and they'll go with something like Add to Cart okay and add that in there or they will go with something maybe a little bit higher like initiate checkout or

4:08even maybe they will go with something like view content and that view content will refer to perhaps someone navigating to your website and then clicking onto a product page okay with Facebook advertising what you ask for you get right not guaranteed if your campaigns rubbish in advertising you know something that people don't care about you don't get anything but in general you get what you asked for Facebook will optimize your campaign for what you asked for if you use the conversion event of you content and that represents what view content means on your website the way you've got your pics were set up is someone let's say click-throughs clicks

4:47through your website from a facebook ad then clicks through to a product page then that's what Facebook's gonna get you they're gonna get people that are likely to take that step if you go ahead and select initiate checkout that's what you're likely to get you'd like to get people with that click future website go to the product page click on you know Add to Cart or something initiate checkout same with that to car you get the idea that's what you're gonna get but what you really really want to the end of the day in this scenario is purchase and because that's what you want that's what you really have to use

5:23for the conversions event I really want to sort of and emphasize this strongly and drive the point home here that's what you want to use now what people will do is they will say to me but I can't use the purchase conversion event because I'm not generating 50 purchases a week and my response to that is that's absolutely fine don't worry if you're generating any purchases a week particularly more than let's say 10 you can absolutely go for the purchase conversion Oh Facebook is smart enough to work out how to optimize a campaign based off 12 persons a week now of course if you're generating 300

6:00purchases a week is your campaign going to optimize more efficiently of course it is Facebook's got a lot more data with 300 purchases a week and that's why Facebook's set that 50 purchase number as a sort of guideline but a partially optimized conversion campaign that is optimizing for the exact conversion event that you want in this case purchase will outperform a fully optimized conversion campaign that is and going after a less desirable conversion event in terms of how many perks you generate how low your customer purchases and the return on adspend that you see which is of course exactly what we're all advertising for is to get that

6:38robot as high as possible perpetually as possible and generate as much profit as possible now if with this conversion event instead of purchase right I had something like a car which is what I see people use all the time it's a big big mistake what you will often see when this happens is people face book will find the people that like to add stuff to card I don't know who these people are but there's lots of them I can assure you because we've run campaigns and we can see it in the data and what you might see is that your campaign generates tons of actor carts but a very

7:06low percentage of those people go on to purchase so you might be generating I mean we've seen things like 15 act carts for every one purchase just crazy ratios where the conversion from Add to Cart purchase is just tiny right and then you switch that to something like what not something like you switch that to purchase and yes the number of Add to Cart you generate perhaps you know half's but instead of seeing one out of car sorry 15 that carts for every one purchase you might be now seeing three enter carts or four enter carts for every one purchase and that increases the number of purchases which is all

7:43that matters at the end of the day there's so many metrics you can get lost in and focus on when it comes to Facebook advertising but either day all that matters is your cost per purchase and your whereas if you're selling products obviously like an e-commerce business something like that a bit different for service businesses but I really want to emphasize the fact that you want to go with purchase and not Add to Cart and that is why oh just a quick aside by the way and the reason why these are red and because this says you know set up a conversion is because this pixel isn't actually installed on a

8:12website with the conversion event set up because this is a demonstration that account and if you're like you should shop a file or some other ecommerce platform all this stuff as soon as you've installed the pics all be set up properly if you're using a different website like a WordPress website or something I will include a link in the video description to another video that shows you exactly how to set up the Facebook pixel how to install conversion events which is what you will need to set these up properly if you're not using something like Shopify and so make sure you go through that if you're in a

8:38difficult business ok the other side of this is non e-commerce companies is service providers and lead based companies well if you're using the conversion campaign so you are sending people from Facebook to your website getting them to become a there again go for something like lead go for the conversion event that you really want people to take we want people to optimize for go for lead really really important that you get this way no good review content don't forget if er I just want them to click through to my service page know you wanted to inquire therefore go for that this is a really really powerful thing

9:13Facebook is such a sophisticated ad platform and then machine learning is so accurate nowadays that when you tell them what to get you they will do their best to get you that okay now one other thing I want to quickly mention if you're setting up your conversion events manually right so let's say you have a wordpress website and you decided what a need is what a purchase is etc make sure you use the right event for the specific thing that you're going after so and I have seen this before don't have and to can't set up a new website and that Add to Cart event actually means a purchase

9:46and your website but you've got the Add to Cart event set up make sure you setup the right one the purchase event because Facebook knows the sort of people they're likely to purchase so even if you didn't have the pixel set up properly but you told Facebook to optimize for the purchase then Facebook can go and find people that are more likely to purchase and we found this out by accident because we ran a campaign for a client and we thought the pixel was set up properly but something had been changed their website without us realizing and it hasn't it hadn't set up properly and we changed over from a and

10:17I think it was a different conversion event to a purchase conversion event and within the Facebook ad account no purchases were actually being registered anymore I said because the pics of a mess around with but when we looked at the backend data we found that the campaign was actually generating more purchases even though Facebook didn't know what a purchase was and we were so confused with like how his Facebook managing to generate more purchases when the face of pixel is now not set up properly when before it was up tamai zhing for something like add to carts and it was generating less posts and the pixel was set up properly in the

10:47previous version and it's because facebook knows the type of person to purchase I had to speak to my facebook rec about this they know the type of persons like its purchase so even when it's not set up properly they can still get you better results so just make sure that not only are you selecting the right one but that each event actually corresponds to what it's describing so purchase actually means purchase on your website don't go with like a different set up okay very very important right hope that's been useful before you go got a couple of free Facebook appetizers and things that you really want to check out if you want

11:18better results from Facebook advertising the first is a free webinar called three killer Facebook ad strategies to double or more your revenue now this is a webinar that I've created that if you're looking to get better results for Facebook advertising I'd strongly strongly recommend you check out it is completely free there'll be a link to it in the video description below in this webinar I've got three different sales funnels three sales funnels that we use for our clients all the time each one's generated well over a million dollars sometimes on a monthly basis for our clients very much try and test it and I in this webinar I go through each

11:49of these sales funnels and I break down the exact steps that we use how you put them together why they produce such good results and they'll also explain you want to use sales funnel one if you've got an e-commerce business then that sales funnel two if you've got a service business sales funnel three if you've got a coaching business all that sort of stuff because that's also really important there's no one-size-fits-all strategy when it comes to Facebook advertising it very frustrated when I see people try and pitch that you know so-called experts in the space you say I'll just use this funnel and you go hang on you're telling me that you're

12:18going to use the same funnel for a twenty five dollar product as you are for a fifty thousand dollar service absolutely not you need different sales funnels so I wanted to cover that in the webinar and I and I do so completely free check out that webinar you can watch it right now link is in the video description go through it I think you'll be very glad that you did other free thing I want to talk about is my Facebook Ads mastermind group which is my free Facebook group there are currently thirty seven thousand members in this group one of the biggest Facebook advertising groups in the world

12:47and it's an amazing community there's hundreds of people asking questions in the group getting them answered by experts like myself every single day so if you've got facebook related questions Facebook advertising questions go ahead and join the group we would approve the request when you ask make sure you get involved ask your questions and connect with like-minded people that could all help each other out we're all on this journey together I also do weekly free live trainings in the group so that sounds like something you want to be part of then go ahead and get involved that would that'll be awesome we'd love to have you

13:17in there if this video has been useful please please please smash a like on the video right now click that like button that'd be much appreciated comment below to let me know if it's useful comment below if you've got any questions those two things really help direct how I create my content subscribe to my channel if you're new if you haven't already done so click that subscribe button turn on notifications when you do so you are notified when I publish a new Facebook advertising related video which I'm doing multiple times per week and best of luck with your Facebook advertising guys and I will talk to you

13:45soon bye for now