19% Better Results With This Facebook Ad Placement Set Up

0:00hi guys it's ben heath from lead guru and in this video i'm going to show you how to set up your facebook ad placements so that you get on average a 19 improvement in your results which is certainly something that you'll want to take advantage of because it only takes you 30 seconds to uh to make this adjustment and get that 19 improvement before i get into that i just want to very quickly ask you to smash that like button click that thumbs up button on this video that'd be much appreciated and help me out and of course subscribe to my youtube channel if you are new and haven't done so

0:27already okay so how do you go about setting up your facebook ad placements to get you that 19 improvement well i'm in an example facebook ad account here i've got an example campaign created and we're at the ad set level the ad set level for those you don't know is where you select your placement options ad sets all about targeting and delivery placements very much fall into the delivery category so it's things like placements basically determine where across the various options your facebook and instagram ads are going to be displayed and i'm not talking about where in terms of geographically so i'm not talking about they'll be displayed in england but not

1:00scotland or you know certain places in the u.s that's what i'm talking about i'm talking about where on the platform so where in facebook where in instagram where in messenger um and so on are your ads actually going to be presented and put in front of your target market now what you'll see is that facebook um recommends and by default select automatic placements which basically gives facebook a ton of leeway to decide where your ads should be displayed now the best option the option that's going to give you this 19 improvement on average depends on your campaign objective if you are using a conversion the conversions objective

1:38or a conversion based objective so um obviously conversions being the obvious one but also things like lead generation in my mind that's a conversion based objective because you're getting people you're optimizing for the end outcome you're optimizing for the thing you really want which when someone to become a lead on facebook if you're using app installs there's another conversion based objective so not just conversions but if you're using one of those campaign objectives and that's what i'd recommend by the way guys the vast majority of the campaigns we create for our clients are going to be conversion based objectives the majority of those being actually actual conversions um as as the campaign

2:14objective um the vast majority are going to to be that um it's going to deliver you the best results put facebook on your side i've got other videos talking about that but if you are using a conversion based objective you want to keep things super super simple and go with the recommended automatic placement and that's what on average gives you a 19 improvement instead of the setup that a lot of facebook advertisers have which i'm going to to explain in a minute so if you're using conversion based objective go with automatic placements and that gives you on average and 19 improvement as opposed to editing placements

2:47now why does that do it i'll just quickly explain when you are optimizing for your end objective purchases leads lead generation on facebook app installs your end objective facebook is very good at working out how to get you that so if they see for example that facebook feed is getting you all the conversions an instagram feed is not well guess what facebook is going to put more of your ad impressions more of your delivery is going to go on to the facebook feed as a result so that's why you want to give facebook basically the flexibility to choose the best locations across facebook and instagram that

3:21are going to deliver you those results and get you those conversions now if you are not using a conversion based objective you want to go ahead and select manual placements and you want to be a lot more selective here very very important so you can see facebook's got a bunch of different stuff here if you've never messed around with manual placements and editing placements i'll quickly explain some of the options we've got here so there's basically four platforms you've got the facebook instagram audience network and messenger at some point we very much expect whatsapp to become um one of the patient options and that's going to be really

3:52interesting and really um a great potential source of results and growth for us as facebook advertisers not to mention facebook as a business itself so there's a bigger platform so you could just straight up decide i don't want to advertise on messenger uh audience network instagram facebook vice versa and then they also um categorize the placement into sort of yeah well categories so not only have you got the different platforms but you've got things like feeds okay feeds is a category of placement options and including that is things like the facebook news feed instagram feed you know these um placement options function in somewhat of a similar way

4:30okay somewhat of a similar way you've also got stories which you know we all know about um most likely from instagram because that's i of those three the one that people interact with a lot more but you almost certainly feel those stories and then there's some other options that go on down the list and they sort of get more obscure and things on those lines as i said if you use a conversion based objective just go with automatic if you're not i think you want to be more selective what's and when would you not be using a conversion based objective let's say for example you're advertising

5:00a local business and using the reach or the brand awareness objective where you're just wanting to get yourself in front of a local audience consistently perhaps you're advertising something like a product on amazon or something on spotify or something on ebay or some location where you cannot actually optimize for the end conversion in which case you're probably going to want to use traffic okay if you're um running a facebook ad campaign and selling your products via amazon that's where you want to send the traffic well yeah you're going to want to use traffic because you can't optimize for a conversion in that case so if you can't optimize for a

5:33conversion you're most likely going to be wanting to use traffic as i said local businesses you might be using brand awareness things like that um if you're using an omni presence content campaign which i talk about quite a bit i'll include a link to more details around that in the video description below about how to set that up um we use the reach objective that again is another example of not um using conversion based objective you want to be more selective and basically what you want to do to keep it really really simple there is you want to deselect everything that's not feeds and stories you could go in and be

6:03more specific and get rid of like instagram explorer and messenger inbox but that's only going to represent a tiny tiny proportion of your um impressions anyway i don't think it's really worth doing but if we minimize these back into their categories you want to get rid of everything that's not um feeds and stories when you have a look at facebook ad data and you look at the breakdown of where your results come from even when you use automatic placements with a conversion objective you're likely to see that 98 99 plus of your conversions come from feeds and stories and that's where the highest quality traffic is it's not an issue when you've

6:38got a conversion based objective but when you don't what you don't want to have happen is for facebook to put all your um ads or a lot of your ads on the audience network because that's where you can get really cheap clicks now remember with the traffic objective facebook's like right we've got to get this guy clicks that's what this business wants cheap clicks cheap clicks cheap clicks where can they go and get those well they can get those in the lower quality placement options that other advertisers using the conversions objectives and things like that aren't really taking advantage of so you can end up with really

7:09inexpensive um traffic from various locations in article apps and sites and things along those lines but it's very unlikely to convert so let's say you're sending people through to an amazon page using the traffic objective and you've got lots of traffic coming from the audience network and clicks are 10 11 cents a click and you're thinking it's fantastic but then you find out not a lot of it converts so if you're not using conversion based objective absolutely want to go ahead and set it up as i have here feeds and stories is a great way to do it that's going to give you the best results but remember if you are using

7:41conversion based objective go with automatic placements that's what will get you the 19 improvement on average that's actually data i got from my facebook rep fairly recently 90 improvement on average by using automatic placements not something to be ignored and because that could be the difference between your campaigns being profitable and profitable between you being able to scale or not can make a huge huge difference and that sort of cost improvement so um so yeah so if that's been useful you can go ahead and adjust your campaigns accordingly there are tons of people that were told originally just to focus on some for example facebook news feed

8:15and that was great advice maybe four or five years ago and that seems to have stuck and a lot of people are aware of that and we see that now when we take over facebook ad accounts of clients and we go in and we see oh you're just using the facebook news feed now like yeah well i was told you go yes that was good information but it's not anymore so i think it's important to uh to create this video so hopefully that's been video's been useful a couple of things i want to mention quickly before you go the first is our facebook advertising services so my company lead guru is a facebook

8:42advertising agency and we create manage and optimize facebook ad campaigns for facebook and instagram ad campaigns for our um clients and if you've been battling with facebook ads manager yourself trying to get best results possible perhaps been working with an agency that's not produced and great results we can almost certainly help improve your facebook ad campaign performance we do have a minimum budget requirement of 3k per month provided you meet that we'd love to speak with you so best thing to do would be to click um go ahead and take a look at the video description below there'll be a link there at the bottom that talks all about

9:13our links through to a page on our website where you can book a free strategy session with uh one of my team members and they can basically explain everything about our service how we work and they're probably going to tell you about businesses like yours that we've worked with previously and been able to deliver and great results on and um and you can find out all about our service and and we can find out more about your business informal chat just to see whether you know we'd be a we'd be a good fit and help take you to to the next level which we've uh which

9:39we'd able to do with um hundreds of businesses at this point so if that's not something you'd be interested in go ahead and book a free um stretch session the other thing free thing i want to quickly mention is my facebook ads mastermind group so there are currently 56 000 members it's one of the biggest communities of facebook advertisers in the world and if you're looking to connect with people just like you that are looking to get better results with facebook ads looking to um improve performance and get questions asked and answered i do free live trainings in there regularly it's a fantastic community go ahead and join completely free to do

10:12so again there'll be a link in the description so go ahead and check that out so best of luck with your facebook ad campaigns guys go ahead and adjust your placement options and take advantage of that 19 improvement if you didn't already have it set up that way and i will talk to you soon bye for now bye