How To Create Facebook Ads CONVERSION Campaigns

0:00hi guys it's been Heath from lead guru and in this video I'm going to show you how to create a Facebook Ads conversion campaign now we create dozens of campaigns on Facebook and Instagram for our clients every single month and I would say 90% plus of the campaigns that we create are going to be conversion campaigns now I'm always sort of beating the drum of conversion campaigns and saying that that's when you're going to get your best results that's where you should be focusing and we'll show you exactly how to create them in this video I think it's going to be very very valuable now before I get into the steps

0:31I just want to quickly ask for you to smash the like button on this video that'd be very much appreciated really helps me out and then takes a second to do okay so conversion happens why are they so good well when you run a conversions campaign you are basically telling Facebook what a conversion is so a purchase a lead etc on your website and then you are saying to Facebook this is a conversion help optimize my campaign for me and get me more of these conversions now if you use a different objective like traffic or something like that Facebook is going to optimize for that objective so if you select traffic

1:05they're gonna try to get you as many link books as possible if you select video views they're gonna try and get you as many video views as possible if you select conversions they are going to try and get you as many conversions as possible and that is absolutely essential because as a facebook advertiser that's what we're all looking for at the end of the day we're all looking for people to buy our stuff or inquire about our services and you know perhaps join an email list there are other objectives but but really at the core of it that's what we want we want conversions and that's what the

1:33conversions objective helps you do now there's a lot of sort of misconception around conversion campaigns in that you need 50 conversions a week to be able to run them etc et-cetera that used to be the case but now Facebook is a much more sophisticated advertising platform and we're running conversion campaigns successfully that are generating far less than 50 conversions a week you're gonna be generating more than five ten conversions a week you can absolutely run a conversion campaign okay so with that said let's let's go ahead and get into these steps well by the way I'm in an example Facebook ad account here if you're new to Facebook advertising come

2:05across this video and you want to come to Facebook's ads manager that's the screen that you're looking at right now and when you in your personal profile there be a little black arrow in the top right-hand side click on that and that'll bring down a drop down menu in that drop down menu they'll be manage adverts create adverts something like that click on that and you should come through to ad manager ok so that's where we are let's go ahead and create this campaign so I'm going to call this example conversions campaign first step is to always to give your campaign name and especially I categories something

2:39different I'm gonna have videos covering that shortly buying type you want to leave as auction and then campaign objective obviously for it to be a conversions campaign you need to go ahead and select conversions when you're getting started with Convergys campaigns which is what I assume you are if you're watching this video I would not do any sort of AV testing that's an advanced technique I would leave for later you can see the campaign budget optimization is automatically turned on that's what I would recommend we have that turned on for nearly all our conversion campaigns and I'll include a link in the video description below explaining a bit more

3:10about campaign by job sensation why you want to use it and all that sort of stuff I don't want to cover that too much depth here but it is a good feature and it helps optimize your budget across all the elements of your campaign so that if one targeting option or one ads or one ad is delivering much better results than the other Facebook will put more budget into that which gets you better results something you really want okay campaign budget and again I'll include another link in the video description talking about how to calculate your starting budget so I've got basically like a formula that we use

3:40depending on what your objectives are your target cost per purchase all that sort of stuff to calculate a starting budget in essence you want to go with something that is affordable for your business don't go with something that's going to bankrupt you if you spend it doesn't work out there's no guarantees with any marketing with these sorts of videos you've got a much better chance having success but and you may have to go through a few iterations and things like that to make it work okay so just a word of caution on that and then in terms of budget I would make sure you go with daily budgets over lifetime budgets

4:10I much prefer daily budgets daily budgets give you more consistency they make it much easier to scale your budget when you want to do that and and they also reduce your workload you're not having to constantly create new lifetime budget campaign so daily budget is what I would go with then for the ad set level I'm just gonna call this example conversions ad set and we're gonna go with example I can't type today conversion at okay and then we click Save to drive right now this is obviously taken us into the campaign level by default and you don't need to worry about any of these settings that

4:54we've already discussed because we when you create the campaign you're already doing more the campaign stuff so this campaign level is absolute taken care of you can now just click over to the ad set level right now when you're running a conversions campaign in order for Facebook to be able to optimize your campaign for a specific event they need to know what that event is okay so you can see the conversion at locations website that's what the majority of people are going to be using so I'll leave it at that for now and you can see here that we've got this example that says conversion event

5:28so basically Facebook is asking like right we know you want conversions but tell us what is the conversion we need to know where conversion is to be able to optimize to set up a conversion event in to run a conversions campaign you're going to need to install the Facebook pixel so I'll include another link in the video description that we lots of links in the video description and but this video will be all about how to set up the Facebook pixel on your website and how to set up conversion events to give you a quick example let's say someone was to click through to my website okay they then navigate to our

5:59contact page they fill out our contact form they're then taken to a Thank You page now on that Thank You page we have event code part of the Facebook pixel installed on that thank-you page so anyone that reaches the Thank You page is registered as elite and that means I can come in here and I can select lead and then Facebook understands what that is okay they know aha we want to optimize this campaign to get as many people to that thank-you page as possible because we know the only way someone gets to the Thank You page is by filling out a contact form and becoming

6:30a lead first okay so then Facebook can use that data and conversion campaigns really improve over time as Facebook generates more data so once you've generated you know 50-100 conversions Facebook can really start to work out things like right this business is audience are more likely to convert at you know 7 p.m. to 9 p.m. than they are at 8 a.m. in the morning right let's deliver more of their ads during that time frame they can work out things like you know women and more like to convert than men people aged 40 to 55 and Wale to convert the people who are younger or older all that

7:05sort of stuff and that really makes a big big difference to a campaign performance and that's why I'm such a big fan of the conversions objective and it's not just limited to targeting issues it's also things like placement options is your audience more likely to convert on Instagram feed or Instagram stories or Facebook feed or marketplace ads they'll work all this out for you that's the beauty of the conversions campaign okay and by the way when I go through this campaign creation process now you're going to see lots of errors and things like that come up that's just because this is an example ad account and we haven't actually got the Facebook

7:38picks or set up you can see that this here and brought like properly installed you can see that this here is got a red dot next to it that means that conversion event is not being registered if it was on our real website with a real ad account and that would be green sure would be all good to go but you will understand more about that when you go through my facebook pics or tutorial the video will be linked to in the description of in description below okay moving on dynamic creative and offer I very rarely use either of those and particularly if you're getting started

8:09with conversion campaigns on Facebook or perhaps you've given them a go and they haven't worked when you're trying to get to a point where you can generate a profitable campaign this is not something I'd recommend getting involved with are quite advanced features so I had four avoid those for now and budget and schedule when it comes to creating a conversion campaign I mean this is just automatically defaulted to the day in which I'm and the time in which I'm recording this video you can obviously enter in a start date if you don't want to you don't get going soon as you publish this you want to get going in a

8:38week's time or whenever obviously entering a start date end dates completely optional you can either set one when you want this campaign to end or you can take my approach which is I'm going to be monitoring my campaign fair regularly and of course for the clients we work with our ad account managers are in their accounts in our clients accounts all the time checking various things so we don't need to set a specific end date we're going to be monitoring all our stuff and you can also set ad set spend limits so give Facebook I only want you spend a maximum of five hundred dollars or two thousand

9:08dollars in this ad set just added layer of protection in case you forget about the campaign you don't a massive bill in a month something like that okay right now when it comes to audiences in the past people just used to reserve conversion campaigns for warm audiences so retargeting people that have visited your website that have watched a video on Facebook and that used to be the used to be the best strategy because the way Facebook worked was that people weren't really used to interacting with ads at the time and you wanted to warm people up first and then retarget them with a conversions campaign that's not really

9:45the case anymore the Facebook and Instagram users are very used to being advertised to at this point they're very used to interacting with ads and you don't need to focus exclusively on warm audiences now we will target warm audiences but we will also target cold audiences and that's what I'm going to focus on on this video and because I think that's the the trickier more valuable part to to go through now the warm audiences section the reason why I stopped at this point is custom audiences or custom audiences are warm audiences things like your email lists your website visitors people who like you on Facebook all that sort

10:19of stuff I'll include a link to another video in the video description shows you how to create look-alike audiences which are and look-alike audiences are made from custom audiences but if you go through those tutorials you'll understand that a lot better but yeah but that is something that you absolutely can do but for the purpose of this video I'm not gonna add in any custom audiences I'm going to focus on cold audiences so when we get down to our sort of main targeting options here first thing you need to decide is the location in which you want to advertise this is fairly self-explanatory you know where do you where do you and serve

10:57customers do you you know for example my base in the UK and the default here is the entire you country the entire United Kingdom but we could as a business we also service the US Australia near Canada all sorts of english-speaking countries right so we could go ahead and add all those in but perhaps you're a local business and you just operate within ten miles of your business fairly straightforward if you want to change that you just come in and click Edit and you can delete that option you can enter in you know specific points on a map so you could enter in just like a city for

11:29example and if i zoom in don't know where they're zooming all the way out let me just scroll up from west africa there we go i could just put in that point in a map for example around bristol and completely up to you obviously that would be dependent on your business in terms of you saying like i can ship worldwide if you're in that position where you can ship worldwide or work with any company worldwide or you have a digital company i would still probably stick to the businesses when you think the majority of your customers are going to come from so for example in our case it might be

12:00something like the united kingdom united states i mean those two countries alone represent probably ninety percent of our clients we're also gonna have man yet somewhere around ninety percent eighty five percent we're also gonna have clients coming from typically australia and canada on our books at any one time so we might start with those countries selected and obviously if i zoom out you will be able to see them I'm at okay fairly straightforward right then we've got our age parameters and think about where the majority of your customers come from this doesn't have to be too exact and don't make it too narrow so I know that is a facebook advertising

12:46agency the majority of our customers are going to be over the age of twenty-five and probably under the age of sixty maybe even 55 you know I don't typically ask cut its exactly how old they are so I you know I don't know I'm just sort of guessing off you know what they look like and things like that but I would say that's a typical age range with most probably being in that sort of thirty to fifty bracket but don't get sort of an overly hung up on this okay genders we're gonna leave us all we have male clients female clients but you might your business might be heavily

13:20swayed one way or the other in which case actually fine to narrow further so those are sort of the basic demographic targeting options and then we get into detailed targeting a detailed targeting will include things like interest behaviors etc and a lot of people overthink this right they really sort of focus on getting ultra specific with your targeting options that used to be more important and it still is very important if you use a different campaign objective something like traffic or video views but when you're running a conversions campaign remember you're putting Facebook on your side you're telling them this is a conversion please Facebook go get me more of these

13:56so I now like to be much broader with our targeting options and give Facebook more leeway with which to find really high quality prospects so for example if I was advertising my own business Facebook advertising agency I know that the majority of our customers people are going to come clients are already somewhat active on Facebook they're usually small and medium sized business owners or marketers and marketing managers - working companies either way a lot of these people are going to be classified as well as business page admins so they will be an admin of a Facebook page for a business it's basically what this means I know there

14:37are a lot of our basically everyone that goes on to work with us will meet that criteria it's not a super specific targeting option but it will is a good one to go with now okay first I mentioned things in order first thing I'm going to do is deselect this option I'm gonna explain why in a second so I deselect this option and then this gives me an audience definition of potential reach over here of 3.7 million which i think is absolutely fine it's larger than most people would go with and I've created videos talking about audience size and yes you probably don't want an audience size less than you know 250,000

15:12something like that but I'm happy for audiences particularly when you're advertising to this larger population you know four four countries here with you know the US in particular having a massive population and it's absolutely fine we just get back down I've got you and it's absolutely fine to go with an audience size of 3.7 million so broader than most people would go with and I think that's where you should be focusing with your conversion campaigns as I said if you're using a traffic objective or something else we're gonna narrow that down because we don't want to give Facebook as much leeway okay but actually once I then worked at how big

15:44my audience size is I'm going to tick detail targeting expansion that gets me back up to 200 million and that's but for the very same reason of we want to give Facebook a lot of leeway so detail targeting expansion basically says to Facebook look these business page admins is who I think is likely to convert with my campaigns but and I'm happy for you to have quite a lot of flexibility Facebook in trying to find other people that perhaps aren't business page admins that might meet the criteria might might form the data that you know you think okay this person doesn't isn't a business page admin but we think they're

16:17really likely to convert on this offer therefore we will advertise to I'm happy to give Facebook quite a lot of leeway languages I mean I'm gonna leave as all languages and when I'm advertising to these four countries obviously everyone in those countries are just about everyone it's going to speak English and all advertising is going to be in English and that's not a problem but depending on where you are located you might want to specify certain languages which is absolutely not a problem don't worry about anything more options and we are then good to go so that's targeting take care of oh by the way how

16:49would you go about just quickly finding these sort of behaviors interest things like that check out another video and include the link in the video description that shows you how to use Facebook's audience insights tool completely free tool any facebook advertiser can use it and it's absolutely fantastic for identifying and potentially high performing targeting options okay so I've got a whole tutorial about exactly how I use Facebook's audience insights as I said make sure you go ahead and check that out link will be in the video description and that'll show you how you find good options for your business and then what I'd like to do is in this example

17:23campaign I'm only going to create one asset but let's say I came up with not just business page admins but another four or five different options that I wanted to target I would create new an sets and only target one interest demographic behavior getting option per ad set and the reason why I'm going to only do one power ad set is because if I was to add in you know a whole bunch of other criteria like small business owners for example let's say this ad does well or does badly is that because of the small business owners or because of the business page admins I don't know where

18:00is if I just go with the one I know exactly how this target e option performs versus all my others and that allows me to optimize my campaign going forward by pausing the underperformers and continuing to run and scaling the best performing options so spin more now for that reason okay now we get onto the delivery section so we're getting a quite a good pacer placements placements refers to the locations on Facebook and Instagram where your ads can appear so if I just quickly click manual placements for a second you can see there's four main categories is Facebook this audience Network which is like you'd only click on like an article on

18:37Facebook it's the ads that are embedded within those sorts of articles Instagram and messenger and then within those there are a lot more so you can see you've got the various feeds you've got stories options a whole bunch of different options that you can go ahead and use in article apps and sizes or the audience network here now this is again is another reason why I really like using conversion campaigns because as we've already discussed when you tell Facebook what a conversion is and say to Facebook I want more conversions Facebook is going to optimize your and delivery for conversion so if your ads are performing

19:16much better on Facebook stories than they are on Instagram feed Facebook is going to start putting much more budget into ads that are shown on Facebook stories instead of the Instagram feed if you ask to use another campaign objective like traffic or video views I would not be using automatic placements I'll be using manual placements and just being very selective but you can leave it's automatic placements optimization for a delivery leave as conversions we absolutely want conversions you see you can edit you can change this to landing page views but no why would I want optimized for landing pages I want to optimize for conversions simple as that cross

19:55control you don't need to add on anything in this case Facebook isn't letting me anyway but you need to worry about that and don't worry about this show more options down below either so that is the ad set level ad set levels dictate targeting dictate delivery and we've set that up very very simple to do don't over complicate it you can look at all the options would be like what do I do here but actually when you know what's going on very straightforward okay and now the third and final level we click into the ad now when it comes to Facebook ads when you're using a

20:29conversions campaign the thing to always keep in mind before you start getting into what images you should use what videos you should use what copy or that sort of stuff is what's your offer conversion campaigns particularly when you're targeting cold audiences people who haven't interacted with your business before perform much much better with a very appealing introductory offer so what that is for your business will really depend on what it is that you sell is it perhaps a free consultation that people can get before they then go ahead and and sign up for your services okay something easy for them to say yes to so mean it sucks oh yeah I have thought

21:13about hiring an architect to help with you know our extension and scarf is a free consultation when I book that in with it is it a free quote is it a discount of your products if you want people to buy is it oh if you buy one of these will also give you you know another product completely free these sorts of introductory offers and very very important to get the word to take action and a lot of this and sona's are reluctant to offer these sorts of things thinking or cost of money but the thing is your cost per conversion is likely to come down so much with a good

21:45introductory offer that it's going to more than pay for itself the added cost of you know sending an additional free product or doing a free consultation because your response rate will be that much better now when it comes to the ad setup for conversion campaigns I'm not going to demonstrate that here in this video because there's a whole separate thing and I've already created another video that is six successful Facebook ads to copy from in 2020 something along those lines and there will be a link to that video in the description absolutely make sure you check that out in that video I've got six and Facebook ads all have been used

22:22in conversion campaigns for our clients in real live examples they all perform very very well and they're all in different industries so we've got an interior design now we've got a gym we've got a couple of e-commerce companies we've got digital businesses all sorts right in there and so I would absolutely go through that video and I break down each each of those ads right and I say okay this ad we use this image this headline acceptor et cetera it performed well because for x y&z so if you want to know exactly what to include in your ad in your conversions campaign check that out you can actually

22:56model from those ads it's really gonna help improve campaign performance in fact not only do I give you lots of different industries there's also different ad formats amongst those six so there's a carousel there's image ads there's video ads there's all sorts so that is the resource I'd recommend checking out for the ad level as opposed to me going over it again here but yeah just keep your offer in mind is something that I really wanted to highlight and make sure you were aware of okay so hope you that's been useful before you go too quickly want to talk about our Facebook advertising services so my business lead gear is a facebook

23:26advertising agency and we create Facebook and Instagram advertising campaigns for our clients we create them manage them optimize them help our clients get much better results from their Facebook Instagram advertising efforts now the starting point to work with us is a $3,000 a month budget if you have a budget above that or you're looking to spend more than that and you'd like to work with professional company you know have us take it off your hands and have us improve your results and it's a win win win and then I'd love to speak to you so if you meet that criteria of having at least 3k per

23:56month budget you can click on the link in the video description to be all the way at the bottom but Heath all the other links I've mentioned and you can book a free 30 minute strategy session with me where we can basically discuss I can find out more about your business a few big good fit for us and and you can find out more about my services what we charge big cetera et cetera so if you do me that criteria and you are interested interested in working with us go ahead and book a free store with me and I look forward speaking to to you and either way I want to wish you

24:24the best of luck with your Facebook advertising as I said if you enjoyed this video please give it a like please smash that like button please share it tell a friend that really helps me out comment below if you've got any questions or if you just want to let me know this was useful that's always much appreciated and of course subscribe to my youtube channel if you are new if you haven't already make sure you subscribe click the little bell notification turn on notifications when you do see you are notified when I publish new facebook advertising related videos which i do three times per week thanks a lot guys

24:52better luck with everything and I will talk to you soon bye for now