The NEW Facebook Ad Setting for "Qualified Leads"

0:00There is a new feature inside of Facebook Ads, and this could be massive for any business that is trying to get high-quality leads for their business, whether they're doing a book a call funnel or a webinar funnel or some sort of thing that captures a lead and then they have to book a call, okay? Cuz previously, you had to optimize for either lead or optimize for schedule, right? Now, there's a way where you can actually pick both of them inside of the ad account. And this just came out. I just found out about it last week. And we just launched a campaign yesterday with this new setting. So, again, brand

0:34new setting. I'm going to show you guys how to set it up, how it works, and then I'll report back once we get more data in to let you guys in on if it worked or not. All right, so let's go ahead and jump in. Okay, so we're going to go ahead and set up a new campaign. We're going to click on create, and this is for lead generation, so we'll click on leads. And this setting is going to be found at the ad set level. We're going to come to ad set level. We're going to change the conversion location to website, cuz that's where we want people

0:57to go to. Again, this is going to work better for book a call funnels, webinar funnels, lead magnet funnels, anytime there is two steps, okay? If you're running ads straight to an application or straight to a call, this probably isn't going to be that big for you, but if it's an opt-in then call, it will be, okay? So, checking this out here, when we scroll down, maximize number of leads has always been there, okay? Click on that, and you're going to see there's a new one. There's a max number of qualified leads, okay? So, this says, "We'll show your ads to people who are most likely to convert after sharing

1:27your contact information with you." Click on that, then you're going to need to select your data set ID. This is your pixel. So, I'm going to go ahead and click on my pixel, and then you'll see there's this new section here. It says sequenced events, where again, single events is what we mean max number of conversions, but there's this new thing called sequenced events. So, you can select events and create your own sequence. So, for me, I have a mini course funnel. It's a It's a school community, and one of the constraints that we've had for the longest time is whenever I optimize my mini course

1:54funnel, right? My school group funnel for complete registration, which is a lead, a qualified lead. They don't book calls. So, I can get, you know, 20 $30 opt-ins, but nobody books calls. But then when I optimize for schedule, because I'm optimizing for schedule, and Facebook optimizes on a 7-day window typically, that funnel takes longer than 7 days for us to book a call. So, whenever I optimize for schedules, my complete registration, my cost per lead could get up to $100 to get someone into a free school community, right? But the ROAS on that is over a 3X. So, that's what I run. But it's really hard for me

2:29to test new creatives and all of that stuff because I'm not sending enough signals back to Meta to optimize the account. So, I'm hoping that this will really help me, and if you run something similar with this a longer-term funnel, it may help you, too. Because ultimately, you do want schedules. So, we want to optimize for that event, but the problem is if we're not getting enough conversion data back, Facebook can't really optimize. So, I'm going to share with you in theory how this will work. Again, this is only day day two of this campaign, so I can kind of show you the comparison of this first optimize

2:56just for schedule. And yeah, I'll also show you some limitations, okay? So, we're going to go ahead and click on create new sequence. And then, what is the first event that you want them to do? That might be a lead, right? It could be complete application. It's whatever that first action is. So, for us in our funnel, a complete registration is anybody that fills out a form that says they're doing six figures or more in their business. A lead is just anybody that fills out a form. So, I typically optimize for complete registration because that's at least a qualified lead, right? So, I'm going to select a qualified lead, right? That's

3:26the first event. And the final event would be a schedule, okay? That's what we're going to pick, okay? So, complete registration and schedule, and then you click on create. Now, I've already got one selected, right? And then it'll look something like this, okay? Your sequence events are going to be complete registration and then schedule, the funnel. That's what we want, right? Now, with this, you're not able to change any of the attribution models or the like attribution settings. This has to be 7-day click. I actually really like that. So, if you guys haven't watched I have another video, I'll link this up here on attribution settings. If you

3:57have a big organic presence, it will make a massive difference. So, watch that video if you don't understand attribution settings. It's probably one of the most overlooked settings in the ad set level, okay? So, coming back to this, you're not able to adjust that. So, it's based off of a 7-day click window. So, if we hover over this, 7-day click is the only attribution setting available for the max number of qualified leads. This attribution setting applies to the lead event. The conversion event has a 7-day attribution window that starts after the lead event is recorded. So, limitation here, still, again, I'm trying to optimize for booked

4:30calls. I'm trying to optimize for schedule. So, that last click, if they they click to register, and then they book within 7 days, is what Facebook is optimizing for. Now, again, my limitation, and I know this in my funnel, it's going to take longer than 7 days for a lot of people to go through

4:45the mini course and then book a call. So, I'm still going to be using this funnel because I'm still at least sending the signal back to Facebook to, "Hey, these are the two events that I really care about, okay?" But, that's just the long-term funnel that we have set up. All right, so I'm going to open up both of the campaigns kind of next to each other, right? So, these are the two ad sets. I've got one that's optimized for schedule, and then I have one that's optimized for qualified leads. I just dropped this one in, so again, it's it's pretty new. You're just going to see the

5:09difference in the CPMs, in the cost per click, the cost per lead for a qualified lead across the board, okay? So, let's just check this thing out. I just launched it yesterday, 100 bucks today. And, I'm going to go to performance and clicks because you guys can kind of see how this is structured, right? So, the attribution settings is a sequenced event with a 7-day click. So, you can see it does show in the results column the website registration complete and the website schedules. Now, the cost per result is still based off website schedules. And, the learning is still based off of website schedules. So, I

5:40know, because of this funnel, I'm going to be in limited learning just like I am in my other campaign. But, if I'm still sending back that complete registration, is that going to decrease the cost per lead, the cost per call, etc. across the board? That's what I'm currently testing. So, when I come in and hover over this way, let's look at just since I launched this on either Sunday or Monday. Oh, let's just go Monday. So, this one over here, again this one's the scaling one, this one's at $700 a day, and then the other one's 100 bucks a day. All right, so looking at this data,

6:09we can see that this one's gotten three qualified leads so far, and no booked calls yet, but again, it's only spent 100 and 45 dollars. I don't expect it to book any calls, but the interesting part over here is the CPMs and the cost per click. Okay, cuz CPMs is how Facebook charges you. It's the cost per thousand impressions, right? If you're optimizing for a scheduled event, and it's deeper in the funnel, sometimes those costs are significantly higher. Now, I'm going to just preface by saying this is a new campaign, so I I'm not, again, ask me in a week or so. We can kind of see and

6:39compare, but I want to see is it actually almost 50% cheaper to serve the same ads in front of the same group of people for the same real optimization event, which is schedule. Because if that's the case, my cost per lead will get cut in half, right? Because my cost per click will get close to get cut in half, as well. So, I'm really interested

6:59to see how all that performs, right? Now, if we look at Hyros, this is what we use for our attribution, we can see inside of here, too, the cost per lead from both of these ad sets. So, you'll see over here, the cost per lead on the schedule campaign is 44 dollars, right? Right now. Okay, this is high. And then this new one is at 23 dollars. So, it's already almost in half for my cost per

7:22lead by using this optimization event. Now, again, we have to see kind of how all that pans out. But, I'll say again, the the biggest limitation that I see with this is, again, it's still learning off of the website schedules. So, will this actually work? I'll let you guys know. But, if you are running a sequence event funnel like this, this is worth testing. Again, I'm right now, as of today, we're seeing still 50% CPMs and half cost per lead. I need to see how this whole thing plays out, but I wanted to make a video on this so you guys could see it. If you're running sequence

7:51events, give this a test in your account like this week. All right? Now, if you guys want to learn more about how to run Facebook ads, the new updates, all that fun stuff, go ahead and click the link down below to subscribe to the channel. I create weekly videos just like this going over my ad account of what I'm actually spending, what I'm actually seeing in the ad account so you guys can

8:08learn and scale your business.