# 3 Things Facebook Advertisers Miss All The Time! Channel: Ben Heath Video: https://www.youtube.com/watch?v=wy0fgXi1EwY Duration: 8 min Language: English Words: 1723 Transcript page: https://viewrankai.com/tools/youtube-transcript/wy0fgXi1EwY --- [0:00] in this video i'm going to show you three things that people miss with their facebook ads all the time these three missed opportunities cost them a lot and by going through this whole video you can make sure that you aren't missing out [Music] so the first thing that facebook advertisers miss all the time is they don't zero in on the most important metric the most important data point and focus almost exclusively on that they use other bits of information other data points to make decisions to adjust their campaigns and that leads to facebook ad campaigns that are not optimized properly it's quite an easy thing to [0:32] miss quite an easy thing to fix i'm going to show you exactly how now i've got an example campaign up that we ran that was designed to generate leads via our website and i want to quickly ask you a question looking at this data so ignoring the bottom ad set because that's a warm audience ad set and that's different we'd expect that to get great results out of these other five ad sets that were all cold audience assets which one delivered the best results now most people would come in and say oh it's ad set 4 that delivered 826 website leads that's the best forming asset none of the others even come close [1:06] i would disagree and i would disagree because whilst it does have the highest volume of leads it does not have the best cost per lead and that's what matters more for me ad set five at a cost per lead of one pound 59 performed better than ad set for it's the cost per lead in this scenario that is by far the most important metric that you should be making your decisions around that you should be turning things off or leaving things on based on not on volume okay that's really really important that's something that a lot of facebook advertisers miss and it costs them big time over the long run now of [1:44] course if we've got ad sets that are delivering almost identical cost per lead or cost per result whatever happens to be and one has more volume than the other then yes that ad set is performing better than the one with lower volume but in a scenario like this where ad set 5 is delivering a cost per lead that is a good 25 30 percent less than ad set for that is the best performing ad set and that may lead us to make adjustments such as pausing ad set for in this case we'd certainly be looking to pause ad set three ad set two and optimizing that [2:15] way um because we want to optimize for the lowest in this case cost per lead for you that might be cost per message it might be cost per purchase it depends what exactly you're optimizing for but that's what matters don't miss that fact don't look at volume or look at other things like cost per link click and things like that those are distractions focus that's really important the second thing that facebook advertisers miss all the time is the importance of ad creative ad creative is often something that facebook advertisers feel they do well almost from the start or it's not something that they think too much about [2:47] they're more focused on the settings and and the other parts of a facebook ad campaign but ad creative is what separates the average facebook advertisers from the truly elite facebook advertisers and i know the facebook advertisers focus on other stuff from my experience over the years but i also recently polled my audience and asked them and they said that targeting was the thing that they struggle with they find the hardest targeting is a lot more simple and easy to get right than ad creative a lot of facebook advertisers think there's this secret audience they just haven't found yet if they get the targeting right and they set up the right exclusions in [3:18] their audience they'll find that audience and then the results will be fantastic that's almost never the case if you've been through my tutorials on my channel about how to do targeting you've probably got the right setup you're almost certainly advertising to the right people it's actually the ad creative that's going to make the difference as i said that's what separates the amateurs the ones that produce average results from the truly elite that produce fantastic results so i would really encourage you to hire that professional photographer that graphic designer that videographer whatever it needs to make sure that your ad creative is is beautiful it's engaging it's eye-catching it's [3:50] professional it represents your brand how you would like it to be represented that's the big difference maker the importance of ad creative is an easy thing to miss but please don't instead of spending all that time tweaking settings at the ad set level changing the targeting options i would encourage you to focus on ad creative and i know that's not something that a lot of your competitors are going to do because they fall into the bracket of facebook advertisers that don't think it's that important so it's even more of a competitive advantage for you if you do focus on ad creative as you can see in [4:16] this poll not only did targeting come out as number one ad creative actually came third also behind sales funnels that's crazy it's much more important than that so that's something you shouldn't miss and a potential real improvement for your results if you can get this right now before we get into the third and final thing that facebook advertisers miss all the time i want to quickly let you know that my company lead guru can create manage and optimize your facebook and instagram ad campaigns for you we offer that done for you service if you're interested you can find out more there's a link in the video description below so the third [4:45] thing that facebook advertisers miss is that your facebook ad campaigns have to be delivering fantastic results before you scale them scaling is not a solution to problems a lot of facebook advertisers think that oh i'm just not spending enough money if i spent more money my results would improve that's clearly the problem here so even if they haven't got campaigns that are performing really well they increase the budget in invariably doesn't go well they bring it back down they get disheartened maybe they stop advertising the platform it's crucial that your facebook ad campaigns are delivering good results results you are very happy with before you go ahead [5:22] and increase the budget and contrary to the popular belief that your facebook ad campaign results will improve as you scale they actually do the opposite most of the time you're going to get a better cost per result at a lower budget level as you start spending more you're going to get a worse cost per result now of course you should spend more you might get more volume of leads or sales but your roast your return on ad spend and your cost per result is likely to be worse and this graph facebook let us know this right this is a perfect example so here's a campaign and facebook are [5:52] estimating this is facebook's estimated results that at 150 dollars per day we're going to generate four purchases through this campaign now if we increase that up to 300 if i can get it almost exactly there we go 300 per day so we've doubled the budget but we haven't doubled the results we've gone from four purchases to seven purchases okay and then if we were to go up to 450 if i can get it on the right spot there we go we go from seven purchases to nine purchase so you might be thinking okay well if i get four purchases at 150 a day if i 3x the budget then i 3x my [6:27] results right i should be on 12 purchases not the case if we keep going you can see that as the graph goes it slowly tapers off more and more and more so the more you spend the worse in most cases your cost per result whether it's in this case purchases um or your return on ad spend is likely to be very important that's why the campaigns have to be doing really well at initial stages so that you then have the ability to scale and as your cost per result increases it's still within an acceptable parameter for you it's still okay our cost per result is increased by 20 but that's still [7:04] profitable for us we can keep going and the reason this happens is because facebook is very very good at working out who is most likely to purchase or become a lead or whatever it is that you're after so when you're spending a small budget they go after the very very tip of the spear in terms of the best possible people for you to advertise to as you spend more instead of being super focused you go a little bit wider a little bit wider a little bit wider a little bit wider and you're you've still got good prospects that you're advertising to when you say 3x your [7:29] budget but maybe some of those people aren't quite as perfect as the people as when you've got a smaller budget that's why that happens nothing any of us can do about it but something you need to be aware of something you need to not miss because it's very important about scaling and making sure you don't waste money we've covered three things that you really don't want to miss in this video and it's also really important that you aren't making any big mistakes with your facebook ad campaign setup in this video i cover eight really costly mistakes that tons of facebook advertisers make i strongly recommend you go ahead and check it out you do not [7:58] want to be making any of these mistakes --- About this transcript Read from YouTube's own caption track and laid out by ViewRank AI (https://viewrankai.com). 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