Why Going Straight for the Proposal Doesn’t Work. (Most of the time!)
Any rational person will answer letter A - any of the other options will get a high chance of a slap in the face! If you answered any of the other options, then I tell you your guts will get you in trouble! Among anyone else.. YOU HAVE TO READ ON...
Take A Moment to Acknowledge That The Relationship May Not Be Established Yet!
Let's face it. We think we know the right answer. But why are we proposing to our customers right off the bat?? Why do we assume that they know us? Why do we go ahead and talk about how our products and services fit them, or what other people think about us - right away? WHY ARE WE GETTING AHEAD OF OURSELVES?
It's because we fail to assess the traffic temperature of the audience we are speaking to.
Each type would need a different level of approach. You wouldn't talk to a stranger the way you talk to a friend. You wouldn't consider a business partnership with a friend you haven't spoken to in a long time; but will highly consider it with someone you really know well - like your best friend or a close relative.
The approach is not a "one size fits all". You need to know the level of relationship you already have with your audience before you start talking and throwing them off!
Cold. Warm. Hot. Segregate your audience and create specifically targeted ads that speaks to them at the level of which they know you.
The market is a noisy place, you need to make sure you are heard. The more bees you have, you'll get greater opportunities of being noticed.
Match Your Offer to their Level of Commitment to You.
Each type of Traffic will respond to you positively with a certain kind of Language.
Here are the offers you can run based on their Traffic Temperature:
To learn more about creating that deeper relationship with your market, read more about our AIDA Formula.
This blog is written by: Hazel (CPC Ninja Ads Manager/ Team Leader / Facebook Strategist)
Why Leverage a Post Anyway?
When we run Facebook ads, sometimes they need a little push to get things going! Often it comes down to luck. Literally. If the first 100-500 impressions are shown to a users who takes action and sign up.
Facebook will prematurely say "Hey, this post is really hott, lets go ahead and push it to other people for a fraction of the cost!"
Then what happens is it has momentum and is pushed to more and more people for cheaper and cheaper and we LOVE that! Until it eventually starts to fatigue and die down. I am sure you have seen this before right?
So if we were to have our users engage on our post. FB then deems this post "worthy" of pushing it to the top of the feeds and to other users for fractions of what you are actually bidding for. Reason is because Facebook will believe this post is getting interaction and therefore will agree to show it to other users in the feeds for cheaper costs! In turn you save money as your ad gets shown to more people!
Also in turn this helps you get cheaper clicks, cheaper leads, of course overall getting you more out of what you are spending!
How It Works?
Lets take a Facebook post! The post below this you will see I have embedded it into my blog.
If I was to give you an incentive and lets say, I will offer you a Facebook ads blueprint that will help you with your copywriting on your ads. All you have to do to get it is to leave a comment on my post, and then my bots will send you a message with the blueprint plus a video that will show you how to use it.
Therefore if I give a distinct call to action to direct users from a funnel or blog post to a post. I will tell them to leave a comment in turn it will help me create more engagement on my post and expose my ad to more people cheaper.
Let's Try it Out!
Click the link post below and comment: "YES" and my bots will send you a Facebook ads blueprint for copywriting that will help you dial in your messaging on your ads!
Comment "Yes" To Receive Your FREE FB Ads Blueprint on Copywriting!
You're Not Going To Like This!
It's a lot of competition! A Whole Lot of Competition in the Feeds these days!
Advertisers often complain about cost stability and an inability to scale. There are Facebook ad bid strategies that may improve these results.
Are you not getting the cost per event that you’d like? Are you having trouble maintaining a stable cost when raising your budget? Bid strategies could help.
Let’s take a closer look at these bid strategies, how they work, and how you might want to use them.
What Are the Current Bidding Strategies?
Facebook distributes ads based on an auction format. The costs that you spend to reach a user will depend, at least partly, on the bid that you make to reach that user.
In most cases, Facebook automates bids (this is the default option). But advertisers can choose to manually bid in an effort to better control their costs. The primary goal of a manual bid is to get cost per desired action (typically a conversion) down.
Facebook offers two bid strategies that can help advertisers achieve lower or more stable costs: “Lowest Cost” (the default) and “Target Cost.”
Lowest Cost: Bidding Strategy
The primary benefit of the “Lowest Cost” bid strategy is efficiency. Facebook tries to get you the lowest cost per event in the short-term.
The primary drawback of this bid strategy is that achieving those low costs may be short-lived. Results may be unstable as you spend more or competition increases.
Lowest Cost: Set Bid Cap
You can also set a bid cap if you want to control how much Facebook will spend for an event while using the lowest cost bid strategy.
You can tell Facebook what is the most you are willing to spend to acquire that event!
For example, if I have a customer that pays me $250 per month. And I want to start optimizing to get that customer. (I won't do this until I have enough events in a 7 day period to optimize for that specific event... FB says 50 events in 7 days is enough for them to know how to optimize for that pixel)
I can tell Facebook that I am willing to pay $250 to get that customer. I am willing to break even the first month to make profit the second month!
So you can see I am telling Facebook that I do not want to spend more than $250 to get a customer. Keep in mind I am optimizing for this pixel on my ad set level.
So if I am optimizing to get this event or conversion Facebook will help target my ads to the people it believes will likely be the ones that will take action on this event!
When using a bid cap, Facebook may struggle to spend your budget if you set it too low. However, setting a bid cap can help prevent an ad set from overspending for the event.
For example, if a particular conversion is worth no more than $2 for you, it prevents a cost per conversion of $2.50 or more. In that case, not spending your full budget may be a good thing.
When setting a bid cap, keep in mind that this is the most you want Facebook to bid for a single event. Since a bid is the most you’ll spend for that single event, you’ll usually spend less than that. I recommend testing an ad set by itself and seeing a difference in your CPA.
But Don't Let Facebook Guess
What that means is, if you do not have enough conversions for that event, Facebook will just guess who it thinks should see your ads. And that is a hit or miss! Most likely a miss!
However... If you have had people purchase your services and that pixel has fired to track those individual users, (Facebook says it is best to have at least 50 conversions within a 7 day window for it to track the best stats for you minimum) it does a great job as optimizing to help you get the best, cheapest cost per conversions.
Facebook recommends a daily budget that is at least five times higher than your bid cap. This is because Facebook states it needs at least 50 events (the learning phase) within a week to properly optimize.
Target Cost: Bid Strategy
The target cost bid strategy, it use to be known as “manual bidding,” is only available for the following certain type of campaign objectives such as conversions!
Facebook recommends using this bid strategy for achieving more stable results as your spend increases, but I have tested this myself in many accounts and we are not seeing stable results from it, more like increases in CPAs.
In the example above my target CPA is $4, and currently I am averaging a $2.54 CPA based on the last 7 days of data.
The main benefit behind this is the stability of our CPAs remain similar to the same when we are scaling fast on a winning ad set that is getting already 50 conversions in the last 7 days.
Often during the learning phase (before you get that many conversions) it sometimes gives you high CPAs at first because it tries to find the winners fast. Then once it has found the winners the costs stabilize.... Supposedly.
The only accounts we see this very successfully working is the accounts with very big budgets and have about 75 conversions or more in the last 7 days!
Another problem also is, Facebook will try to get you CPAs relatively around the target you set, even if they find targets that are cheaper the cost will still remain around the same. So therefore you may encounter wasted impressions!
Which One To Use?
I recommend testing them all in separate ad sets. Most people stick to the default or use lowest cost bidding. They may set a cap they don't want to spend beyond.
However... If you are running a longer term campaign target costs could work as well! It is just best to test to find out because results always vary from audience to audience, offer to offer and account to account.
Often we create a specific type of message on our Facebook ad that speaks to a specific audience. That audience is the audience we want to, and also is the audience we are after!
I would like to call this audience, Audience A.
Where the problem lies is we often target audience A,B,C,D,E and many others therefore we often get either the two things.
1. Unwanted clicks from audiences who this message isn’t for (they are called curiosity clicks. Those are the people who have no intention on signing up for our services or purchasing our products just wanted to check us out out of curiosity)
2. Wasted impressions that are being shown to the wrong people who do not click. (this dramatically takes hit to our Click-Through-Rate)
So what happens is when we show this message to many of the different types of audiences our Click-Through-Rates tends to be lower and thus our Cost Per Click increases.
This causes a higher Cost Per Acquisition (or CPA, or Cost Per Lead) and often we do not get enough or any leads for that matter just due a restricted budget.
The budget may be $3000. And our CPAs may cost around $30 per lead. Therefore we are restricted to 100 leads which does not allow us to hit our target goal of 500 leads for example.
The only way to hit our goals is to either do two things!
1. Increase our budget to $15,000 (which will help us hit our targets of 500 leads)
2. Increase our Click-Through-Rates so that we can decrease our Cost Per Clicks & CPAs.
Therefore, with higher CTRs we can get a lead for about $6 and still be able to hit our goals. (because $6 * 500 = $3000)
In the example above you see that we speaking to everyone but our intention is to speak only to Audience A. Therefore the rest of the audiences are all wasted impressions because this ad is not entitled for them, nor is it our intent to drive any other audiences to our funnel.
By doing this, we may get some leads who are from Audience A however to acquire that lead we are going to have a pay a high price due to the fact that are giving out a fair share of impressions to other audiences.
Wanna Know Who We Are? Watch Below...
So How Do We Speak Only To An Audience We Want To Target?
We Prematurely Qualify the Click Using an Awareness Video!
What Happens When We Do This?
1. We acquire a more higher quality video viewer for only a few cents!
2. We Build a Video View List of Audience A (some still may be other audiences but the higher percentage will be Audience A)
3. We can now Create Lookalike Audiences based on this video view list and retarget our viewers to our funnel
As you can see in the image above. I have built a video view audience of my potential targeted market "Audience A." Even though I have a few audiences in there who may have stumbled upon or watched my video, the majority of my audience size is from Audience A therefore my message should resonate with them better increasing my overall Click-Through-Rate!
Now we can speak to an audience that is the majority of Audience A therefore we do not take any hits with our CTR and also we can acquire a cheaper Cost Per Acquisition!
Why Does This Method Fails?
I see many advertisers incorrectly doing this by applying the following.
1. Not Calling Out Their Market on the Awareness Ad (therefore building an incorrect video view list)
2. Not Having a Good Enough Offer To Begin With.
3. Not Giving Enough Value On the Ad and Landing Page to Get the Lead
This isn’t rocket science! You can do this!
Learn How To Use This System Effectively By Downloading My AIDA Formula that helps you know how to call out your market, build value over the course of content! And properly sell on that value with a good core offer!
1. Audience is Fatigued!
(Or marketing to an audience who don't care about you... yet...)
I have done this myself! Sometimes though the "old school" stuff still works! However... Most audiences have seen it before and they are not "impressed!"
Your fighting a battle in the Facebook auction where you are bidding for a placement rather it's in the feeds or rather it's in the external placements that Facebook has partnered with.
You need to be sure that the Cost Per Acquisition (How much you are willing to spend to get a conversion) will be within your targeted goals.
You will lose that battle if you are however marketing to an audience who are very tired of seeing the same old stuff, all the time!
So what do you do? You need leads and just can't give them a break!
Consider marketing to a specific audience such as women first, while giving the other audience a rest (for example women audience leads, and men audience rest)!
Separate your audiences up into micro audiences and you will see your message get more in tone with that particular avatar!
Talk to the generic audience with a generic message and you risk getting clicks and less sign ups.
Talk to the generic audience with a specific message and you risk filtering largely and click through rates declining giving you an expensive cost per acquisition!
2. More Competition in the Feeds!
Facebook has gone quite up dramatically in competition. I don't mean your typical competition either. I mean every single advertiser who decides to target your "unique" audience with their offer.
Therefore there have been additional placements created. Some of these placements are not even on the Facebook platform. Such as audience network, and instagram placement!
However... More competition, more bidding in the auction! And my guess is everyone is using Facebook's "Automatic Bidding" structure that they have. Therefore, those with the highest daily budgets win! Nope, not really, those with the most engaging content wins!
That means your ads can no longer "suck"! You need to create unique value that gets those people to click in order to show Facebook You Mean Business, and You Care About Your Audience!
This shows a reach estimation of 930-1,800 within the daily budget of $10/day!
This shows a lesser competition audience, as the reach is higher 1,100-2,100 within the same daily budget of $10/day spend.
So with this type of stats you can expect your average bidding will be a little bit higher in the auction!
3. Your Offer Just Plain Sucks
Facebook marketing is considered "Interruptive Marketing." As you are not targeting people on google who are searching for you. They are being interrupted by something of interest... Your Ad! (hopefully if it is interesting right?)
Therefore if you do not have a good enough offer, ( and I mean "Offer") then you will likely suffer on conversions. Therefore change up your offer and test other types of "Hooks" to see what people respond to the most!
Your Facebook ads manager is a powerful weapon and if you use it properly you can test things fast, fail faster and start understanding the market more better!
Return on Investment Timeline
Many advertisers have a business where they create Facebook ads campaigns and then INSTANTLY start generating results from their ads right off the bat, while others may need a little time dialing it in!
The main concern, many people have is...
How fast can I get my Return on Investment?
Look At Your Numbers
Lets use an example. If you have a business that caters a specific service to customers. And the value of your service is let's say $500/month. Then it all comes down to spending up to $500 to break even on the investment and then making a profit the next month. The following is a great example to go by:
1. How Much Am I Acquiring a Click For? $1
2. How Much Am I Acquiring a Lead For? $4
3. How Much Am I Acquiring a Client For? $200
So that means:
I am making a $300 profit on the first month and then $500 on the second month ($800 lifetime value) and another $500 the month after and so on if they stay!
Based on the information below, it appears that we should make a decision. That decision should entice us to adjust our marketing budget towards the men campaigns and reduce it towards the women. Perhaps the women we need to change up a few things or maybe even run an AIDA Campaign to warm up the audience.
Reason is it appears we got 1000 clicks from both campaigns each, however we got more leads from the men campaign and more sales also from the men campaign.
I would increase budget by 25% to the men campaign and then reduce budget by 25% to the women's campaign.
I know you're wondering "why don't you just pause the women's campaign and run full budget to men?" Or... Increase budget by 100%!!!
The main reason you don't want to do that is called: Smart Budget Optimization.
Due to past experiences, if we increase the budget too much on the men's campaigns we could start to acquire more expensive cost per leads. Therefore, we may get less sales but spend more money to get them!
The reason this happens is because, when we are targeting on Facebook, Facebook takes our information and shoots our ads out to people who they believe will likely sign up! If for some reason we give them too much budget per their optimization strategies they will shoot our ads to people who they think will sign up and also random people just so that they can spend our cap daily!
Remember, Facebook's number one objective is to make money from you, and if you give them $100/day to spend they will try to spend all of that money regardless!!!
Smart Budget Optimization works well because you set a cap and increase the budget per 25% everytime the data looks good and your Cost Per Results are not going up. When they slightly start to go up (and they will in time) you can readjust budget to have that happy medium of getting the best results at the lowest cost possible within the ad set level!
FB Showing Your Ads To the WRONG People
Why some people go right out the bat with success and some people not is often due to two reasons!
1. Your Targeting
2. Your Offer
Facebook is going to show your ads to random people at first! Just to see who bits! Then once people start bitting (exactly 25-50 conversions, it may change again soon) then it helps show your ads to people who are lookalikes just like the people who are taking action. Once that happens impressions are restricted only to a certain market and certain ad within the ad set level!
If your targeting is set up and it starts bitting right off the bat with a good audience, then you are likely to get the campaign off to a good start! If not, then the Cost Per Clicks are already starting off expensive and it will take some time to bring that back down after it "learns" about who is taking action on your offer!
This is common sense. But most marketers jack this up. Your market has an itch that they need to scratch. This itch is something that is a need. It could be a solution to a problem or just a benefit in general.
Your offer is that solution, or that promise! The offer needs to be very enticing and also it needs to be fluid. (Fluid means it needs to have a good name that people can trust!)
So for example, I am going to show you two ads below. One ad SUCKED, and the other one was a success!
You can find the one that has the floating house worked really well! But the offer was slightly different than the other ad?
The other ad was boring it says: "Would you like to blah blah blah" and nobody said yes.
The successful ad says something else. It PROVED something to the audience. "The value of your home could be worth much more" so what happens is the audience was more willing to click the ad to see what their value of their home was because it shows them that it could be worth more than what they were trying to sell it for.
It also targeted an audience using a Marketing Call Out. It calls the audience out for people who are already trying to sell their homes, vs the people who are considering doing so!
Every Audience, Every Location is Different
Every audience is different. What works for Sam's Pete in Houston, Texas using the same ad, same copy, same landing page does not always work for Johnathan in Augusta, Georgia! The main reason we see this is because of two things:
1. How Warm The Audience Is To It's Familiar Brand?
2. How Warm The Audience Is To It's Familiar Offer?
Audiences (or people) are not stupid. They see the same promise, over and over again and they won't bite!
They see the same ad over and over again and they won't bite!
They don't trust you yet! They don't know you yet enough to believe you can help them...
This is a common issue many marketers have. Too soon to sell something without building trust. I want to introduce to you my AIDA formula that way it will help teach you how to build trust with your audience so that you can grow your business socially organically the right way!
If you are not getting enough leads or any leads for that matter from your Facebook ads, these 3 simple tips will help you at least know what to do and how you can turn a failing campaign into a success!
1. Identify the Problem
If you are not getting any leads from your Facebook ads we need to first conduct a test!
1. Lets make sure the ad works and we can click over to the Landing Page (test it from an ad click to the opt in directly)
2. Is the ad getting any clicks at least? To test it to see if it is getting any clicks you need to go to the ads manager and look at your "Performance & Clicks."
You can see that this campaign did start to get a reach of 388 people however from the image below you can see that after clicking Performance & Clicks it started to get an outrageously expensive "Link Click."
Notice the LCPC is about $2.84 per click. Therefore if I set a budget of let's say $25/day. I will likely only obtain about 8 clicks. That is nearly not enough data to pull from to make a decision to see if the funnel also needs work too!
Notice the Click-Through-Rate (CTR). It is only 1.08%. Therefore out of 100 people who see this ad only about 1% clicks the ad. It is important to drive a high click through rate to increase the chances of getting leads because the more traffic the more leads.
But, how would you generate a higher CTR? What can help?
So based on the scenario from above. I need to definitely drive more traffic to the landing page. And in order to do that I need to test a few more variations of images to help increase my Click-Through-Rate.
Click-Through-Rate is the determining factor of how many people are clicking the ad out of 100. So for example if 5 people out of 100 impressions click through the ad, that would be a 5%. And if 5 people clicked out of 1000 that would be .5%.
There are two types of CTRs.
1. CTR (all) That is when the user clicks the ad, link, image, logo, like, share, or comment on the post. So it is best not to make decisions off of the CTR (all) because that includes any click on the post.
2. LCTR That is why the user clicks the Link which could include a link in the text, or the ad image that may redirect them to a landing page or website. This is the most important measure. We care about the clicks to the landing page because that helps us understand how many people are going to the page and how many people are signing up afterwards!
You can see that the image on the right produced the best CTR. Therefore the Cost Per Click (CPC) was roughly only .39 cents vs the Cost Per Click for the image on the right was .78 cents!
I drove more traffic with the image on the left than I did with the image on the right!
3. Follow Up
If you are left the type that likes to "Set it, and forget it," then it will prove very difficult to generate better results from your campaigns. But if you are like me, you love watching your ad accounts like a Hawk! Then you may be able to reduce your ads spend, while increasing your Return on Investment and generate more leads at lower costs possible!
If you use a software such as Google Calendar I would suggest after you make your change, schedule a follow up 3-5 days later to take a look at the data to see how much your changed improved! Document your results and then further split test more images to bring down your Costs as much as possible!
From creating a Custom Conversion, I was able to track my leads. You can see the image above showing a Cost Per Lead of only .56 cents just because I had a "winner image." And sometimes that is all it takes!
The image resonated with that audience very well thus we are able to produce tons of leads from that ad set alone while other image produced other types of results!
That is why I often see advertisers testing only 1 variation of a campaign, 1 variation of an ad set ,and 1 or 2 variations of an ad.
Thus, you are trying to through dice and hit snake eyes each time! WON'T WORK...
You may have heard about the big Facebook Newsfeed update that was announced most recently! If you haven't here is the latest post from Mark Zuckerberg about what they are trying to do for users! Check it out here!
I tried my best to break down my predictions about what I believe will happen to advertisers in the new year based also on my most recent engagement with other social media groups as well!
First, Let's Understand What They Want?
1. User-to-user is prioritized. The more posts we see from our friends & family, the longer we stay on the platform.
The news feed is created based on a ranking system. Facebook wants to you to see more stuff from people, before seeing stuff from pages. So you can expect to start seeing more posts that come from people and fewer posts from businesses and pages!
2. Commenting & Sharing Posts from friends & family!
Posts that comes from businesses & pages that gets commented on, or shared from your friends gets a DRAMATIC BOOST! Once again, posts that gets shared from your friends and family, commented on from your friends and family. These things are user-to-user engagement which gets dramatic boosts! Page Post Engagement objectives has always been the determining factor for increasing the performance of your ad campaigns! These types of posts will get prioritized in your feeds now, and passive posts are no longer going to be getting reach!
Let's Not Freak Out!
Now what I believe this could mean for advertisers is this. More placement in the feeds for organic posts could result in less placement in the feeds for sponsored posts! (Of course! Because the feeds are getting filled up with spammy salezy stuff, Facebook has made the decision to give it's users what they want which is more stuff shown from our friends and family)
Cost per bidding could increase making advertisers like us have to pay a little more extra to get our ads shown. However, remember Facebook rewards us for showing good content! It gives us discounts in the auction when our content is shared by our friends and family so it's a win win for people who are promoting good content!
The Good News!
Well, actually the great news is that Facebook is going to cater more towards posts that are getting the most engagement. This is awesome because now the AIDA Formula is more important to incorporate into your business than anything! It is so important to provide value to people on the platform that it is to instantly go after the immediate lead or sale! How you engage your users on the front end, what type of content you give them that they can apply to their everyday life will always determine whether or not they will continue their relationship with you in the long run.
I actually was running some promoted video posts that provides value to users, and it's getting more engagement than it ever use to! This is beneficial to me now, because I am able to grow a solid video audience that I can retarget to at a much more cheaper rate than I did before! So it's still kinda weird to be getting more engagement if it's suppose to be disappearing right?
Once again, if you continue to provide value to your users and they are sharing the hell out of your content then Facebook will reward you! Your sponsored posts will be promoted in the feeds to more people and it will be ranked higher and higher as it goes along. This is why it is important to create a marketing calendar on what type of posts you will promote on which dates, allowing yourself to capture a good idea on when you should rotate your offers, audiences, and ads!
Create High Quality Content!
Create content that gets shared organically. Facebook's latest algorithm change in 2017 was demoting "Engagement Bait." That means no more posts that promotes to users trying to get them to comment, share, or like. They are trying to find these types of posts and you will get in their bad lane. I recommend not putting the words comment, like or share in your copy. Just ask your users to let you know what they think should be okay.
Facebook wants conversation. Messenger provides it!
You should not ignore this method of communication. There are organic broadcast options and follow up options all with messenger softwares that you can use! I prefer Manychat.
Last year, Facebook’s focus was on furthering video and live video. Messenger appears to be Facebook’s next frontier. It's already a huge success for marketers who have went all in with messenger bots, however this is going to play one of the biggest roles in 2018 I believe!
This awesome new feature Facebook just rolled out (it's still a closed BETA though) but it makes it really easy to provide potential customers with quick chat support on your website! When this new thing releases to everyone it is going to be HUGE!
Get Messages Sent To Your Facebook Page
As a successful business owner, you are like me, and I strongly believe in consolidation! By having this awesome feature on your website and landing pages/thank you pages you will be able to keep a conversation flowing with your audience.
Why on earth would you want to have an availability for the user to communication with you! Well... This is very important because they may have questions that are not answered on that landing page and therefore if they feel any slight in hesitation this could affect your conversions.
They also may be on a checkout page and ready to financially commit with you but there is just one thing they need to talk to you about before they do so and now you have the availability to communicate with your user!
This is awesome because if you have a messenger bot set up you could have an automated trigger based on a keyword to instant message your user and answer their question that they may have!
How To Use It?
The first thing you need to do is if you do not have it yet, you can fill out an application. As it is in the closed BETA testing stage right now it is not yet available to everyone, however when it becomes available you will be notified since you took time to fill out their application.
The image below is from a software called Chat Fuel who is one of the lucky ones that has this tested feature.
So when someone clicks chat now, they are going to be instantly talking to the messenger bot and also added to their subscriber list!
I realize bots can be a frustrating experience for some people. So just make sure there is always an option to stop the bot experience and chat with an actual person.
I do not have it yet but once it becomes available it will be a HUGE thing! Because now when you send traffic to your website you can start conversations with them and you can add them to subscriber list and send them follow messages and broadcasts just like you would do with emails!
You have a new offer that you want to promote. You create a Facebook ad campaign. Should you optimize for conversions or clicks? Well conversions of course, because that's your ideal goal! But there is another option with a new Facebook conversion optimization feature: use BOTH.
How Conversion Optimization Works
One of the many benefits of Facebook advertising is the ability to optimize for a particular event, or goal. Facebook has data. They have lots and lots of data. Ranging from users clicking, viewing, and even converting. As a result, they have a really good idea about which groups of people are more likely than others to click, convert, or engage.
When creating a campaign with the conversion objective, advertisers need to select an optimization action… I normally would select link clicks first if that particular action does not have enough data for Facebook to leverage off of!
You can optimize for any of the following:
When you optimize for an action, Facebook won’t show your ad to everyone within your audience. Instead, they’ll focus only on those most likely to perform the action that you want.
If you want to sell more of your product, the logical assumption would be to optimize for conversions right?. While optimizing for conversions, you first tell Facebook which specific conversion you want to optimize for.
The Problem: No Data
What if you don't have enough data for that particular conversion? What if you do not have any conversions yet? Then is it best to optimize for conversions?
This is what happens when you optimize for conversions without any data. Facebook says, " I don't know really who to target yet because I have not yet found out who is more likely to convert for your specific action." Therefore you could risk your ads being shown to the wrong people. That is why is "some" cases I optimize for link clicks first! But that is just my style!
If I’m selling Facebook Ads Management, I’d logically want to optimize for that.
Facebook knows what types of people have bought my course before because I have the Facebook Pixel on my website and created a Custom Conversion for that product. So Facebook can learn about what those people are like so that they can find more people in my audience who are just like them and likely to buy.
But again the problem: What if my product is new? What if only a couple of people have bought it so far? Facebook won’t have enough data to properly optimize.
Facebook says that in order for its systems to properly optimize, you need to receive a minimum of 15-25 of those conversions per week. Obviously, the more high-quality data that Facebook can work with, the better. But that’s the minimum. ( I have personally tested this and have concluded that it varies on audience size).
New Clicks to Conversion Optimization
Facebook is rolling out a new method that will automatically switch from optimizing for link clicks to conversions!
If you have this new method, the optimization area will look like this…
This is pretty cool so now that you can have Facebook automatically optimize to get you more clicks then when you have enough conversion data it will automatically switch to optimizing for your particular conversion event!
It has two different options!
For Standard Facebook will optimize as follows:
After that it switches automatically to conversions.
For Extended Facebook will optimize as follows:
Facebook will optimize for both link clicks and conversions until you generate 15-25 conversions or your budget is spent. Facebook won’t switch to optimizing for conversions entirely until you reach that 15-25 conversion threshold.
Which One To Use?
If you don't have a lot of conversion data I would strongly suggest to give it a test. And test the standard version. Unless you want to make sure you completely spend your budget do extended! We have been testing this with clients and with audience sizes that are relatively small to medium size we tend to find standard the better option!