# I Answer YOUR Facebook Ads Questions Channel: Ben Heath Video: https://www.youtube.com/watch?v=XBy3wTkjri0 Duration: 11 min Language: English Words: 2594 Transcript page: https://viewrankai.com/tools/youtube-transcript/XBy3wTkjri0 --- [0:00] I recently asked you guys your Facebook ads questions and you sent me a ton hey yo thank you very much for doing that in this video I'm going to try and answer as many of those questions as I possibly can if you're looking to get better results from Facebook accounts and Instagram ads I think you're going to find this video very valuable let's get started with a question from Chris who asks what ad objectives are you supposed to use at every step of the funnel now I wanted to start with this question because it's an interesting one it has a bunch of assumptions in it that are just [0:24] quite frankly false but I think a lot of people will be thinking that you need different ad objectives because you need to start with a traffic campaign and then retarget with a conversions campaign or whatever and that's not how you're supposed to run Facebook ads at all first you need to choose the strategy you're going to use whether it's director offer campaigns omnipresent content campaigns and then you select the ad objective depending on that strategy not depending on steps of the funnel as if there's a one-size-fits-all approach so if they're using direct to offer directly advertising our products or Services we're going to use sales or leads very [0:54] simple if we're using something like the omnipresent content strategy we're going to use reach the next question is from Nicholas who asks I followed your advice on CBO campaigns but they seem to have gone into learning did what should I do now the first thing is to not panic your ad sets won't exit the learning phase or unlikely to exit the learning phase if you don't generate more than 50 conversions per week but that's not a problem we have campaigns perform perfectly well in the learning phase in learning limited what meta will often try and convince you to do is to spend more money to get out of the learning [1:26] phase telling you that your Campaign Will then fully optimize but if you increase your budget to get out of the learning phase not for other reasons I.E your campaigns are profitable when you want to scale you are likely to see worsening performance you'll see your cost per conversion go up which is absolutely not something you want to do so don't scale just to get out of learning limited operate with your campaigns as they are go through the exact same processes of optimization trying to test audiences ads things like that once it's profitable and delivering great results then you should look to scale so basically don't worry about it [1:56] carry on as usual next question is working with a Facebook rep a good idea I'm a few weeks in with one and not getting much better results even though he has persuaded me to increase my budget now this is a great and it really encapsulates the problem with working with the Facebook reps a they often don't know what they're talking about you can tell when you speak to them that they've had a couple of weeks training and they've been told a few pointers to give every single Advertiser whether they apply to your specific circumstances or not and the advice they give is pretty bad I've done lots of [2:25] these calls where I sort of play dumb at like I don't know what I'm talking about and the stuff they tell you is just not good advice secondly they are working for meta and they are going to try and convince you as an Advertiser to spend more money well you gotta spend money to make money but you didn't make any money just like I mentioned answering the previous question with learning limited if you're in that scenario they're going to say increase your budget it's amazing how many of the problems that you might find within a Facebook ad account a Facebook rep will tell you you can solve [2:53] by simply spending more that's just not true as I've already said you're likely to see worsening results not better and that's exactly what's happened here right this person has been convinced to increase their budget results aren't any better so I would basically completely discount the advice you get from Facebook reps if you're a complete beginner yes they're going to have some pointers but honestly you're going to find much better information from my YouTube channel or many other Facebook ad experts out there that put out free content who are actually experts in space not someone who got a job at meta three weeks ago who's gone through a [3:25] crash course of training and has a few pointers they're going to give absolutely everything the next question is from Agnes who asks I tried open targeting and engage Shopper Behavior but it has provided a terrible CPM I'm wondering if it's better to try targeting without engaged Shoppers and if open targeting takes longer to show results compared to interest targeting so we've got a few things in there but I thought there's a really good question to answer so I tried open targeting and engage your behavior it's provided a terrible CPM CPM it's cost per thousand Impressions basically what she's saying there is that the cost of advertising to this [3:57] audience is particularly high and that kind of makes sense right you are targeting engaged Shoppers you're targeting a more valuable audience other advertisers are competing for the same people I would expect you to spend more whenever you are looking at an audience though I would ignore CPM and focus on the thing that actually matters which is going to be your cost per sale your cost per lead whatever it is you're optimizing for it doesn't matter if you pay a 200 CPM if your cost per conversion is lower than paying a 10 CPM for say a different campaign objective or a different target audience so I basically ignore CPM unless there's [4:33] something really weird going on and we focus on our cost per conversion she's also asked I'm wondering if it's better to try targeting without engage age Shoppers if you've ever got a question like that just test it run one ad set with people who engage Shoppers and run one ad set without people who engage Shoppers and see what the results are very quick and easy to find that out and she just says does open targeting take longer to show results compared to interest targeting and honestly the answer is usually yes when you go open targeting no targeting criteria it's going to take meta a bit of time to work [5:02] out who to put your ads in front of that's a bit of a a more difficult process than if you've already narrowed the field down to something more specific now of course open targeting can perform really well and once an ad account has more conversion data it often performs best amongst the cold audience targeting options but at the beginning it can take a bit of time to get going so I do think it's worth giving open targeting a bit longer than you would with say some other detailed targeting options that's just something to watch out for Agnes also asked another question where she says I have [5:30] been switching campaigns on and off every three to seven days based on performance is this okay will it impact and perform so that sort of thing is not ideal some businesses will need to have something like that set up let's say you know that unless you call your prospects within an hour or a couple of hours of becoming a lead they're very unlikely to go ahead in which case you only want to be running ads when you are open for business most likely you know Monday to Friday nine to five okay so fine you're gonna have to switch ads on and off Depending on time of day and days of the [5:59] week if you don't have a constraint like that I'd much rather you left your campaigns running longer more consistently if you want to reduce overall ad spend you can but that consistency does help with meta's optimization process of the campaigns it also seems to help from an Advertiser standpoint in terms of being able to assess the results if you're constantly chopping and changing and turning things on and off and you look back at historical data when we're doing better with those two weeks or those two weeks oh but hang on it was off for part of that but not offer part of this it becomes all a little bit messy you also [6:29] have to think about how meta is planning to put your ads in front of your prospects over time so on average the people that convert won't be showing at once they'll be shown your ad multiple times usually over quite a small window So Meta might be planning to show a certain person your ad on Monday twice on Tuesday once on Wednesday assuming that person's on Facebook and Instagram during those times something like that if you all of a sudden turn your ad off on Tuesday you don't get that final impression of the ad and maybe you don't get the conversion as a result so if you [6:57] can I prefer to keep things consistent so changing tack a little bit here Matthew asks do you think Facebook groups are going to continue to be relevant and Thrive medium to long term now those of you who follow my content will know that I'm a big fan of Facebook groups I have a Facebook group with over 180 000 members it's the biggest in the world specifically for Facebook advertisers and if you want to join it's called the Facebook ads Mastermind group you can go ahead and find it and it's been really valuable for my business we've built an amazing community and we use that group to generate leads and [7:25] generate clients for our agency to generate course sales all that sort of stuff that we're looking to do as a business what's going to happen to groups medium to long term long term it's very difficult to say Facebook could just make a decision to downgrade groups overnight and we've seen things like that happen in the past do I think that's likely no not at all as Facebook removed organic reach from regular Facebook page posts and they did this many years ago they kept groups as this interactive place where there is organic reach where you can reach me where you can engage and things like that and I [7:59] think that's likely to continue Facebook knows that their sticking point as a social media platform the reason why people can't really leave Facebook they find it difficult it's because of the community effect they want to leave but there's a group set up of people they used to go to school with or the six aside football team they play for on a weekend those sorts of things stop people leaving so I really don't think that those Community aspects of Facebook groups and stuff like that are going to go away I think that would be a big error on their part so I'm pretty confident about a Facebook group at [8:29] least over the medium term longer term is hard to predict but at least over the media term being here and being a valuable marketing asset to build I'm still putting a lot lots of resources into building my group I think it's worth it but uh we never know especially long-term digital marketing things can change so before I get to the next question and I'll quickly let you know about a free webinar I've created called three killer Facebook ad strategies to double or more your revenue and in this webinar I break down three strategies that we use as an agency all the time they're very much tried and tested we've [8:56] generated millions of dollars for our clients with each and really we focus on strategy in this webinar because if you don't have that bit right nothing else about your Facebook ads is going to work so if you're not 100 convinced on the strategy you're using I'd strongly recommend you check out this webinar it's completely free link is in the video description I think you'll be glad you went through it okay Jake asks Facebook wants to combine my audience to reduce audience fragmentation not heard of this before what's your advice please so if you follow my recommended campaign structure where you've got say four or five different ad sets within one [9:28] campaign and each one of those ad sets is targeting a different audience you will often see an error puff have a warning pop-up from Facebook saying you've got audience fragmentation and what they're trying to convince you to do is to combine those audiences into one ad set and I think the trade-off here is the data that you get the learnings that you can take from your campaign and over the time frame I'll explain a little bit what I mean so if you follow Facebook's advice and combine everything you are likely to get better results in those first few weeks and meta really want you to get good results [9:58] over this first few weeks because then you're going to stick around and advertise you're going to scale your budgets all things that matter once however if you keep all those audiences separate some of them aren't going to perform as well as others and what I like to be able to see is aha out of these five ad sets we've got two are doing well three are doing not so well let's pause the three underperformers and just focus on the two best ones and what I found is that over time that's going to deliver better results because yes you might not have as good a time of [10:27] it in that first month but month two and onwards you know don't worry about those people that's just Target these really good audiences whereas if you go with what Facebook recommends and bundle them all in together you're just going to get a blended average result you're not going to know which targeting options produce the best results and you're just going to have to keep targeting those people on an ongoing basis so that's why I like to do that if you wanted to combine things together just go with say one ad set I don't think that's the end of the world if you take that advice but [10:52] it's just not what I want to do because I think that knowledge and that data is more powerful over the long run so this is obviously a bit of a different video format for me if you enjoyed it if you found it useful please go ahead and subscribe and comment below to let me know and as you've been through this video I'm assuming you're interested in the latest tips tricks techniques to do with Facebook ads if that's the case I'd strongly recommend you check out this video in it I share the new stuff that we're doing for 2023 --- About this transcript Read from YouTube's own caption track and laid out by ViewRank AI (https://viewrankai.com). 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