The MOST IMPORTANT RULE of Facebook Ads

0:00hi guys it's ben heath from lead guru and in this video i'm going to share with you the single most important rule of facebook ads before we get into which one i very quickly ask you to smash that like button and of course subscribe to my channel if you are new and haven't done so already okay so what's the single most important rule when it comes to facebook advertising i thought this would be very important to quickly cover because it it's especially important in conjunction with a lot of the other facebook ads content that i release and that you may have may have been through and that and the single most important

0:28rule is that if something is working really well if you're a facebook ad campaign that's performing very well don't change it you know the whole phrase of if it ain't broke don't fix it well it applies to facebook advertising now there is some nuance to this there are times where you do want to make changes and times when you don't want to make changes and i'm going to to explain that but i've got i'm in the practice ad account i've just quickly called this high-performing facebook ad campaign if we were seeing fantastic results in here over there it's not something i would want to be tweaking and changing and

0:54things like that and that's because whenever you make a change to your facebook ad campaigns you introduce an element of risk you probably know that when you make significant changes at the campaign level ad set level even introducing new ads things like that you go back through the learning phase you re-enter the learning phase and there is some risk associated with that you may well end up with a campaign that performs worse after your adjustments and this is more likely to happen if your campaigns are performing well to begin with so you want to be careful with the changes that you make with um how often or whether or not you enter

1:26the rear to the learning phase at all in fact i'll include a link in the description talking more about the learning phase and the impact of it and stuff like that so if for example you have facebook ad campaign that is performing really well and you can shoot my content or someone else's you're educating yourself in this topic uh which is great something you definitely want to be doing and let's say you've got a campaign that is using adsense budget optimization you see that in my one of my videos i recommend that you use cbo that produces better results most of the time and it does i'm

1:53a big fan of campaign budget optimization i've tested this a whole bunch and it does produce better results most of the time and you think okay i'll change my campaign over to a cbo campaign that's going to help improve performance if you've got a high performing campaign i would recommend that you do not switch it over to cbo campaign you don't want to take the risk of changing it if it's already performing well now of course if it's not performing well in the first place then yeah by all means go ahead and make the change and the same applies to a lot of other um types of things like the

2:22difference between abr and cbo attribution setting for example if you're using one day click and you see that i recommend a longer time period and that's a seven-day click and you think okay great i'll go ahead and change it don't do that if the original setting that you're currently using is producing great results what i would prefer you to do is for your next campaigns use the setup that i recommend with those instead keep your existing campaigns as they are you use those let them run out their course and then with the new campaigns go with the new settings that's likely to be a much better um approach i don't want you to

2:53go ahead and make a change to something that statistically on average is better but in your scenario may worsen performance because you've already got something performing really well okay now this is where the new answer comes in i want to be very very clear i don't want you to change any optimization delivery settings things like that so things like above cbo actually settings placement options things like that in a campaign that's performing really well leave those as is however you do still need to make changes to high-performing facebook ad campaigns because you need to introduce new elements to overcome ad fatigue so don't think that this applies to adding

3:31in new ads even testing new targeting options those are things you absolutely want to do yes you may well re-enter the learning phase by taking those actions but you have to do it otherwise your campaigns will just slowly die this more applies to the delivery settings optimization side of things and i think it's very very important to not over tinker over tweak not to consume and it's good content and it's correct stuff when i'm saying you cbo of abia we've tested this we know cbo works better most of the time but just don't change it for a campaign that's already functioning well and i think um that's

4:06something given a lot of comments i've seen i really wanted to get across if it ain't broke don't fix it if you've got a high-performing facebook ad campaign please do not change the optimization delivery settings even if there is technically a better setup use that um setup for your next round of campaigns okay hopefully that's been useful before you go one thing i'll quickly mention that's 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 different facebook advertising sales funnels that we use as an agency all the time all three produce fantastic

4:36results we've generated millions of dollars with each they're very much tried and tested and i show you exactly how to implement them in this webinar so strongly recommend you go through it it's completely free link is in the video description below just go ahead and check out the webinar go through it 60 70 minutes long i think you'll be very very glad that you did and if you found this video useful please comment below to let me know comment below if you've got questions i can't answer all the comments i answer i prioritize member comments you can find out more about that if you click the

5:00little join button beneath it will give you info about how that works um but i do see all the comments and i get to as many as i can don't forget to subscribe if you haven't already releasing facebook ads related content like this all the time really important you know this stuff you don't want to go ahead and in this example change something that shouldn't be changed and see performance drop off as a result and um yeah please hit that thumbs up button that'd be much appreciated thanks guys bye for now