Facebook Just REMOVED This MASSIVE Feature!

0:00now I've talked before on my YouTube channel about the optimization for ad delivery section and how important it is how it determines how your Facebook and Instagram ad campaigns are optimized by Facebook's machine learning process a really really important process now some of you may have noticed that the optimization for ad delivery section has disappeared fortunately Facebook have replaced it with something else so I'm going to show you what the new replacement is and how it works and how there's a little bit of a change to the setup and what you need to do about it so I'm in an example Facebook ad account here I've just created a quick example

0:30sales campaign I'm going to jump to the ad set level then I'm going to go ahead and select edit and then I'm going to scroll down to the bottom of the ad set level and beneath this placement section you used to see the optimization for ad delivery and for those of you that can't remember or aren't aware the optimization for ad delivery section is where you would tell Facebook what to optimize for so do you want to optimize for conversions or link clicks or landing page views or daily unique reach and it made a big big difference to how your campaign works but it's not there

1:00instead what Facebook have done is they've stuck it up near the top which I think is a good thing it shows that it's more important than being stuck down at the bottom and they've changed the name of it to Performance gone and you can see that because this is a very new change matters providing information around what the performance goal actually means and I do think that they have worded the performance gold in a much more user-friendly way I think Facebook advertising beginners are going to be caught out by this less often okay so the default here is maximize number of conversions because we've created a

1:35sales campaign and that's great that's actually what you want to be going for with a sales campaign and it shows what this campaign is designed to do it's designed to maximize the number of conversions that's what Facebook's going to try and get you so when your campaign runs they're going to put you on the placement options to get you the best results conversion wise and run your ads at the time of day that gets the most conversions to the right people that get you most conversions all those various elements that make a big difference now of course as before you can go and select other goals and you can opt for

2:03things like maximize number of landing page views maximize number of Link clicks maximize number of daily unique reach maximize number of Impressions now I've talked before that if you for example select maximize number of Link clicks even though you've got a sales campaign this campaign is going to perform exactly as a traffic campaign word if it is optimizing for the maximum number of Link clicks it's this setting here the performance goal not your campaign objective that really determines how your campaign is optimized and by the way guys do not underestimate the difference that Facebook's machine learning and optimization process can make the difference between optimizing for the

2:41maximum number of Link clicks and optimizing for the maximum maximum number of conversions on average is 74 more conversions with the same ad spend if you go with maximize number of conversions that is a very non-trivial amount that is a huge difference that is going to be the difference profitable and non-profitable Facebook ad campaigns campaigns that can scale and those that can't it really is a very big deal so if you're wondering where another optimization for and delivery has gotten to it's gone up here performance goal and I would strongly recommend that if you're using a conversion-based campaign objective sales leads Etc you go for maximize number of conversions very very

3:19important and just don't ignore this setting it looks kind of small in there they've got a big pop-up about it right now but that will disappear we know that will disappear but it's very very important now Facebook or meta as we should say are making tons of changes to the right platform right now so if you are running Facebook and Instagram ad campaigns or you want to in the future make sure you subscribe to my channel I'll keep you updated on all these changes some of them are relatively trivial renaming of things reposition things like this one some of them are a lot more substantial and you need to be

3:49aware of this stuff you may need to make adjustments pretty fast to your Facebook Instagram ad campaigns to avoid drop-offs so make sure you subscribe click that Bell notification and keep an eye out for my content when I get through and speaking of changes one of the areas of Facebook and Instagram advertising that has changed massively recently is look-alike audiences we're now using very different look-alike audience strategies they're still very effective but you do need to change the way you use them nowadays strongly recommend you go ahead and check out this video where I detail the strategies how they're created all the information you need about lookalike audiences well

4:19worth checking out