Facebook Ads: Optimization For Ad Delivery — Which is Best?

0:00hi guys it's ben heath from lead guru and in this video i'm going to talk about optimization for ad delivery and which option you should use in your facebook ad campaigns i'm going to go through a few different campaign objectives to work out which one you should use in which scenarios i think it's an important question important thing to get right for a lot of facebook advertisers before i get into it trying to very quickly ask you to hit that thumbs up button that really helps me out is much appreciated and of course subscribe to my youtube channel if you are new and haven't done so already i'll

0:25help make sure you stay up to date with all the latest facebook and instagram ad changes of which there are tons anyway let's get on to the topic of this video so i've created a conversions campaign that's what i want to start with we use conversion campaigns the majority of the time there are scenarios where we use other campaign types but conversions is most common and i'm going to go ahead and jump to the ad set level and i'm going to click on edit and then we're going to scroll down to the bottom of the ad set and we're going to see optimization for ad delivery if i hover

0:54over the little i you'll see it says choose the event you want to optimize for in your ad set this selection affects who sees your ads to get you the desired outcome that's the most important part so if i go ahead and click edit you can see the conversions is the default you can also go for landing page views and either some other options like link clicks impressions daily unique reach when it comes to conversion campaigns conversions is what facebook recommend it's certainly what i recommend you want to tell facebook this is what i want you to go out and get don't try and get me the clickiest

1:23people get me the people coming through to my website that are most likely to convert and that's what conversions is going to do so very straightforward in that scenario let's have a look at some other um campaign types and go through some of the options because they are slightly different okay one of the campaign objectives that is used the most is traffic i'm going to name this so we can keep track of all the various ones the traffic campaign let's say you can't track conversions you don't have the facebook pixel installed all that sort of stuff using traffic objective if we scroll down you'll see that the

1:54default here optimization for ad delivery is link clicks i'd actually recommend usually if you can changing that to landing page views um there's a lot of accidental clicks on facebook or instagram a lot of people with big thumbs we all do it right you accidentally click on that didn't mean to you click straight back if you optimize for link clicks and someone accidentally clicks on an ad and before your website even loads they click back and go straight back to facebook or instagram facebook will be like great we got this advertiser the result that they wanted we got them their desired outcome we've done our job this is fantastic

2:25let's put ads in front of more people like that now you and me know that that's not what you want to talk you don't want to optimize accidental clickers so if you go for landing page views and facebook's only going to count the people that actually stick around to the point where your landing page wherever you're sending people loads so you're basically getting rid of a lot of those accidental clickers of those people that just click straight back and you're helping inform facebook now actually if someone loads up a landing page that's who i'd rather you put my ads in front of people just like them they're

2:54more valuable to my business okay um can make a big difference by the way particularly on certain placement options so that's another example one of the other common um facebook ads that i see i don't want a traffic campaign one of the common facebook campaign objectives that i see is a reach campaign so let's um let's go ahead and use reach if you follow my stuff you may know that i like to use an omnipresence content campaign a lot for certain types of businesses so if you're advertising a particular expensive service for example we use only presence content all the time and for that we will use the reach campaign

3:31objective i'll include a link in the description below with more information about um omnipresence content and lots of stuff because if you just hear that first time i've been like what what earth is that you'll find out more information there but we use the reach campaign objective and if i go ahead and jump to the ad set level here and we scroll down you will see that the optimization for ad delivery is reach you can change that to impressions but i would go with reach the difference between those two by the way in case you're curious is that um impressions get you gets you as many

3:59views as possible reach puts your ads in front of as many people as possible now the difference between those is that obviously you could have multiple impressions by the same person so with impressions you might end up with more people seeing your ad more frequently and a less overall audience size so that's why i would recommend going with reach and whenever we're using many persons content campaign we're going to use the um the reach objective okay let's have a look at a fourth one that people often use not one that we use very often and because we're typically looking for a different outcome but people do use

4:32video views so if i go ahead and click um continue on that we will call this video views as i said even if we're running a video ad we're usually going to be using conversions if we can because that's what we really want or traffic or reach depending on um the circumstances but if we jump to the ad set level and we scroll down to the bottom of reach you can see that the optimization for ad delivery selection default here is throughplay and you can see here we'll deliver your ads to help you get the most completed video plays if the video is 15 seconds or shorter for

5:04longer videos will optimize for the first 50 what for at least 15 seconds and this is what i'd recommend you go through the other option is two second continuous video views people can watch two seconds of your video basically accidentally if they're watching tv they're just scrolling through leave happen to leave their um scroll on your their feed on your video for a couple seconds boom that's going to be counted here i want the higher quality engagement that's what i want to optimize for so if you are using video views i'd recommend going with the recommended option which is through play and you can see the the distinction

5:36depending on how long your video is there okay so an important thing to get right the optimization settings you do that you select in your facebook ad campaigns really inform facebook around what it is that you want and we know that because facebook's machine learning process is so good letting facebook know this is what i want please go out and get this for me makes a massive difference to performance of your campaigns so go ahead and check out your optimization for delivery ad delivery section depending on where you are you know what kind of campaign objective and things like that go with some of the options well the options

6:09that are recommended depending on what you're using and if you're not already doing that you may see a significant improvement in your results okay before we go a couple of things i want to quickly mention the first is our facebook advertising services so my company lead guru is a facebook ads agency we create manage and optimize facebook ad campaigns for our clients and if you want to get better results we can almost certainly help you do that or we can always certainly do that for you we do have a 3k per month minimum budget but if you do meet that criteria you can book a free call with one of my team

6:37members below they can explain more about how we work you know how we create campaigns for our clients how we manage them optimize them all that sort of stuff explain our fees of course no obligation but you could just find out more and we can see potentially maybe we'll be able to uh to work together other thing i want to mention is a free webinar called three killer facebook ad strategies to double or more revenue and in this webinar i break down three different sales funnels that we use for our clients all the time and if you're interested in working out how to become a better facebook

7:04advertiser how to implement facebook ads yourself strongly recommend you go through this webinar it's going to show you which sales funnel you want to use depending on the products or services you offer you need different setups for different products types of products or services different price points and that's what this webinar shows you how to do so i strongly recommend you check that out links in the description below that's completely free and um yeah i think you find it very useful thanks a lot for watching guys please remember to hit that thumbs up button subscribe to my channel if you're new and haven't done so already and comment

7:33below i don't get to all the comments but i see them all i get to as many as i can comment below with feedback with questions all that stuff and uh yeah i'll talk to you soon bye for now