This Makes or BREAKS Facebook Ads!

0:00in this video I'm going to address something that I haven't specifically talked about before but it is the single most important setting within a Facebook ad campaign getting it wrong can absolutely destroy your chances of getting great results and in this video I'm going to show you exactly which option you want to use I'm talking about the performance goal setting what used to be called optimization for ad delivery and when it was called optimization for ad delivery it was buried down at the bottom of the adset level it has now been moved up much higher in the adset level and I'm an example Facebook ad account with an

0:28example campaign Creator just a quick leads campaign to show you this and we can see that at the adset level which is where I am right now if we scroll down we've got this performance goal uh with a number of different options so this is the setting that I'm talked about and I think that a lot of Facebook advertisers get this wrong so I wanted to specifically talk about it and talk about which option you want to use depending on which Facebook ad strategy you're using and depending on which campaign objective you're using because that will determine which options are available so for example this is what we

0:53get as the default for a leads campaign but if we just close this down um I'll jump to the campaign level and then if we quickly create another campaign types we've got a lead campaign let's say we create a sales campaign for example and we go ahead and create that we jump to the adset level and then we can take a look at the options we now have for our performance goal we've got maximized number of conversions instead of maximize number of leads and we've also got some other goal options like maximize number of landing page views maximize number of Link clicks daily unique reach maximize number of

1:20Impressions so a number of different options there and if you go with different campaign objectives again let's jump back to the campaign level click create and then create a quick traffic campaign as an example if I click continue on this then click on the adset level scroll down to Performance goal we've got the default which again has changed maximize number of Link clicks and we've also got some different default options maximize number of landing page views and then we've got some of the other goals in here as well so the campaign objective that you select determines which options you see within the performance goal setting different options for different campaign

1:50objectives but what actually is the performance goal what does it mean why is it so important the performance goal determines how your campaign is going to be optimized by meta basically what is meta going to try and get you more of and that might sound like something relatively small but it is absolutely huge the effect of this cannot be underestimated and I'll explain why so I've jumped back over to the sales campaign I'm in the sales ad set to demonstrate this because it's a really powerful way of showing this the default here is maximize number of conversions now assuming you've got the face of pixel installed in your website you're

2:22tracking people that go through to your website and purchase by maximizing the number of conversions you're basically saying to meta I want to get as many of those conversions in that case purchases but it could be other types of conversions as possible so put my ads in front of people that are most likely to convert I want as many conversions for my budget as as we can get if however I was to change this for maximize number of conversions and click into the other goals and say for example go with maximized number of Link clicks then instead meta is going to put our ads in front of people that are most likely to

2:52click now you might be thinking well surely the people that are most likely to click are also the ones that are most likely to convert cuz why would anyone click on an ad unless they're interested and there is logic to that statement but that is absolutely not how this plays out in real life meta is really good at finding people that are likely to take certain actions over others if you go with maximized number of Link clicks meta is going to find people that are very clicky that click on things it might be accidentally by the way and therefore they're going to put ads in front of them and the meta machine

3:22learning process will be like great we got the advertiser what they wanted which was lots of Link clicks whether they go on convert or not just doesn't matter we've achieved the objective this why it's so much more important in this scenario to go with conversions and this St is a little bit old I imagine it's even more of an impact now but I was talking to a meta rep who said that on average if you optimize for conversions over optimizing for link clicks you get 74% more conversions using the same budget so who wouldn't want 74% better results that's massive that's the difference between a campaign being

3:54profitable not profitable a campaign being scalable or not scalable it could be business changing you absolutely want to go with the right option when it comes to Performance goal which when you're running a sales campaign is almost certainly going to be maximized number of conversions or at least it's definitely not going to be maximized link clicks and the effect of selecting the right performance goal can be broken down even more specifically so if you run a split test where you run a campaign that is maximizing number of landing page views versus maximizing number of Link clicks you will see very interestingly very different results because there are lots of people that

4:29click that perhaps won't be bothered to wait for the landing page to load or they're just the type of person that you know is big thumbed and clicks on things accidentally all the time there are those people out there so when that happens the um meta machine learning process will go aha we got the click whether the landing page loaded or not we got the click we've achieved our objective we did it we did it did it we whereas if you go with maximize number of landing page views they will only register a goal being met if someone does wait for the landing page to to

5:02load and if you look at the difference in say the conversion rate between a campaign that is optimizing for maximum number of landing pages and a campaign that is optimizing for the maximum number of Link clicks it's massive it's not just a little bit it's completely different and this applies all throughout meta's optimization process their automatic optimization process if you optimize for people for the add to cart conversion event versus optimizing for the purchase conversion event you will get a lot more add to cart but probably significantly less purchases optimizing for ad to cart because again somehow meta is really good at finding people that love to add things to car

5:37but don't actually go ahead and purchase whereas if you go ahead and select purchase you're going to find people that are far more likely to go through and purchase and when you're thinking about who you're putting your ads in front of or who meta is choosing to put your ads in front of there's a relatively small group of people it will be less than half of all the meta users that contribute almost all the purchases leads Etc and advertisers are competing for those people people if at any point you allow meta to put your ads not in front of that group but in front of the

6:05other group that don't really purchase don't really become leads they will do it because they've obviously got all this ad inventory to fill with those people even though they very rarely take those actions so by optimizing for link clicks or landing page user or anything that isn't the thing that you really want your ads are going to be put in front of those other people that are far less expensive to reach and that meta wants it has all this ad inventory to fill even though they fireless lik to convert okay so hopefully I've sort of hammered that point home to death that you need to get this right and you need

6:35to optimize for what it is that you want now that doesn't mean you always want to go with maximize number of conversions which might sound a little bit strange given what I've just spent the last few minutes talking about but it'll make more sense in a second when I show you which um performance goal you want to use depending on which strategy you're using because it does want to differ and that's really really important but before we do that just want to quickly let you know about our done for you Facebook and Instagram advertising services and if you want results like this or like this there's a link in the

7:00description you can click on that and book in a call with one of my team members so let's start by talking about the Facebook advertising strategy that we use most often and that's simply called director offer which is just directly advertising your products or Services looking to generate leads or sales now if you're in that situation and you're running a leads campaign you're directly advertising your services perhaps with a free consultation free quote free survey something like that then you'll be in a leads campaign we've got our leads ad set we click into edit in the adset and the default performance goal here is maximize number of leads and if we click

7:28on this option we can also say maximize number of conversion leads that will depend on how your um tracking and your CRM is set up in with your Facebook ad account it's kind of a different topic some advertisers will be able to use this and if you can go ahead and do it the vast majority will be going with maximized number of leads and that's absolutely fine you can go with the default if you're using the director offer strategy and you are running a sales campaign if we close this down uh let's say you're looking to directly generate purchases from your website for example you're an e-commerce store or

7:57you sell online courses or something like that if we jump into into the sales adet we'll see that the performance goal default is set to maximize number of conversions when we click on here I certainly wouldn't recommend you use any of these other goals so don't use Link clicks don't use daily unique reach Impressions anything like that what you might want to do is switch to maximize value of conversions now I can't do this you can see it's gray out in this ad account because this is just an example ad account we don't have all the the appropriate tracking set up but let's say for example you've got your Facebook

8:23pixel integrated with a Shopify store what you can do then is well this will happen automatically the data from that Shopify store will be fed back into your Facebook ad account and it'll not just include information around how many purchases were generated and how much each Purchase cost you as an Advertiser in terms of advertising cost it'll also show you how much each one of those purchases was worth and by selecting this option then you are saying to meta not only do I want you to get me as many conversions as possible so in this case as many purchas possible but I also want you to try and get me higher value

8:51purchases if you can so we all know that if you've got an e-commerce store some people are going to go ahead and buy $10 worth of products and other people are going to go ahead and buy $500 worth of products that information is really valuable and by going with this second option if it's an option to you which I would recommend what you'll often find is you'll generate less conversions less purchases but they'll be more valuable and overall your overall return on ad spend will be better so for most advertisers that can select maximized value of conversions instead of maximized number of conversions I'd recommend switching over to that option

9:25when running a direct offer campaign using a sales campaign then we need to briefly touch on traffic so I just jump over to this traffic ad set um the default here is often going to be maximized number of Link clicks one of the reasons why that's the default is because if you can track landing page views you can probably also track conversions and therefore you want to be using a different campaign objective but if for whatever reason you are able to track landing page views um but not conversions I would definitely go with that option over the maximized number of Link clicks otherwise I would go with

9:52maximized number of Link clicks if you just basically can't track anything after they click on your ad um I would once again ignore the other goals um the reason why they've been put in a separate sanction you can use them if you want to but it's probably not going to get you the best results now we very very rarely use a traffic campaign right if we're running director offer or we're running like a lead magnet strategy we're going to be using sales campaigns leads campaigns we're not going to be using traffic unless we can't track conversions in which case we're forced to use traffic let's say we're

10:17advertising an affiliate offer or just somewhere where people click and then they go on and convert somewhere else where we just aren't able to track those options fortunately are shrinking we're able to track more and more locations where you send people which is great but they do still exist that's when we use traffic if you are running the omnipresent content strategy one of the other three strategies that we use all the time you want to be using the awareness objective or the reach objective you've got the old campaign objective menu so if I just jump to the campaign level and then quickly create a an awareness campaign and click continue

10:46here and then we jump to the ad set level of this awareness campaign we see that the default performance goal is maximize reach of ads really quite different and that's the option you want to go with if you click in here you'll see that there are a few other options if you're using video there are some that are specific the video but I think reach makes the most sense because if you're familiar with an ompr content campaign the way they work is you are taking a relatively small group of people and you want to ensure that your ads are being put in front of them again

11:10and again and again so you want as much exposure within that audience as possible we're not necessarily looking for some of these other objectives that we could aim for and that's part of the reason why we're using an awareness campaign or a Reach campaign in the first place the performance goal is the most important setting but the most important part of the Facebook ad campaign is the ad itself and in this video I show you a really easy way to put together really high quality ads including a tool that I use to put together ad creative in just a few clicks