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!
What Are You Optimizing For?
What pixel are you optimizing for? And if so how much data do you have to allow Facebook's algorithm to show your ads to the correct people? If you do not know how to set up conversion pixels download this PDF here!
Optimizing For "Link Clicks"
Most of the time, when I am running conversion campaigns for myself or for our clients we always optimize for one thing. Leads.
What Facebook does is try it's best to show our ads to the people who are more likely to trigger that pixel - as a lead.
For example! We may create a standard event pixel, and put the coding on the thank you page of the funnel. So therefore anyone who signs up from the Landing page and visits the thank you page becomes a lead that pixel is fired.
What's important is this! Facebook doesn't really know who to fire it's pixel for when you start out! So what do you do?
IF your pixel does not have any data you need to optimize for the next best thing. Which in this case would be optimizing for "Link Clicks."
So lets say I am starting out and I have not yet received any leads. I need to optimize for link clicks so that I can get the most clicks possible to the page to allow me to get conversions. Then once I start getting conversions I can optimize for conversions.
Optimizing For "Leads"
Now that we have a history of data (at least 24 conversions) we can change our bidding structure to optimize for leads. I am telling Facebook "Hey, FB I am starting to get more leads now and I need you to help me find more people who are likely to sign up!" FB says, "sure no problem, from the data it looks like women are signing up more, so we will show your ads more to women."
And that's how it works! We are going to optimize for the pixel of leads to help you get more leads into your business. Now this FB "almighty" pixel works according to a few things.
1. The pixel works best with the most amount of data. So for example if you have a history of users who visit that pixel (meaning they signed up) it will likely help target the right person because Facebook has excessive amounts of data to work off of.
2. You've got to make sure you are getting the right type of leads. If you are getting the wrong type of leads Facebook will continue to optimize for "the wrong type of leads."
3. The pixel has to be correctly installed and tested frequently. Sometimes it won't fire for various reasons thus making the results (or numbers) be off a little. Your infusionsoft (or whatever email provider you use) may show 34 leads, but Facebook may show 31. So, it's not at all perfect by no means!
Optimizing For Prequals
My Favorite... If you are getting people who not only fill out a short form (name, email, phone) but also fill out a long form (aka Application Form) they are considered prequals, or prequalified leads... Hopefully. As long as you are asking the right questions.
Now, if you are getting prequals, we should try our best to optimize for "prequals." Because they are one more step closer to becoming a client.
So you can see I am using the standard event pixel "complete registration" for anyone who goes beyond the landing page and fills out an application form on the thank you page. This allows me to optimize for people who are more likely to fill out the application form.
Something to Add!
Keep in mind that if you do not have a huge amount of data of people filling out the application form then the optimization will not work as good because Facebook does not quite yet know who to optimize for. That is why you can see that the ad sets that have the most budgets with huge amounts of data of conversions will win because it has a lot of history of who is more likely to be the person to optimize for.
Optimize For People Who Booked Consults
Now for those of you who have a solid system in place. And have people who scheduled a consult with you or use a booking software we can optimize for more than the prequal we can optimize for people who are more likely to go through the process and book a consult.
The way to do this is this!
If you use a booking calendar software:
1. Anyone who books via your calendar automatically go to a thank you page. Where the pixel is fired as a booked consult.
If you are not using a booking calendar software:
2. Segment your email lists from those who are booked into the calendar from those who are not. Manually send them a link to watch a video and pixel the page with the video as a booked consult!
If you are unfamiliar with how to set up pixels download a step by step guide on how to set up conversion pixels standard events and custom conversions!
Optimize For Clients - The Big Fish
I know you have a history of database somewhere of all of your clients, both old and new. This is what I want you to do so that we can start optimizing for clients.
1. Send all of your clients a link to the thank you page stating welcome and give them a video to watch that introduces your brand and gives them what the next steps are. We can pixel this page so that it tracks clients at a specific type of value.
So for example if you offer a 12 week program priced at $1,000 we can give the users who visit this page a value of $1,000.
Once we have data of people going to this page (meaning that they are all clients who visit that page) Facebook can do it's thing and start optimizing for clients for us, however.... Do not start optimizing for the client pixel until you have a large amount of data for FB to figure out who your potential clients are!
Oh yea! I love optimizing for sales because this is my golden nuggets. I am trying to tell Facebook who my most likely clients are and who to show these ads too!
Bidding For Sales
When I do my bidding, then that is when I do damage! Here's why. There are few things you can do for bidding when running a conversions campaign. See below.
The two types of bidding are, manual bidding, and automatic bidding.
Automatic bidding is selected by default. Normally that is what we go for if you trust Facebook to optimize it's pixel and help you show your ad placement in the news feed where ever they see fit! They normally do a good job, at getting us the right placement for the cheapest cost per conversion. But again, Facebook is also doing this for other advertisers so by all means they are not perfect.!
When it comes to me, I personally like using manual bidding when it comes down to optimizing for the "client pixel." But that is just me, and my preference.
So for example, lets say my client value is $1,000. That means I have up to $1,000 to spend before I start going in the negative. So at least if I get 1 client and spend $1,000 I break even.., right? Correct!
So I am telling Facebook I am willing to spend 50% of my client value ($500) on average to acquire a purchase. FB says, "okay Art, I got it, so I am going to show your ads in the Top placement because you have a lot of money and can afford to bid high for massive placement and get clients "on average" for up to $500!"
I say, "yes that is correct!" So FB places my ads a the top of the news feed because my bidding is over the suggested placement. WELL OVER! Suggested placement will show my ads in various sections depending on the audience's interaction history to ads. Yes, FB has a complexed algorithm but from what I have tested being the top of the top normally allows users to see me first and they cosume my content without having to scroll the feed.
That's just what works for me you need to test yourself!
Now, notice my bidding change from "average" to maximum. I am now telling Facebook "hey FB, I am willing to spend "maximum up to $1000" nothing over that, to get a customer. Please don't spend more than that per purchase otherwise I go into the negative. Then, FB says, "okay Art you are willing to spend up to $1,000 per purchase, maximum!" And then they do their thing and help put me in the right positions on the feed (of course at the very top) to show to the right people to acquire a client.
But Question: What if my client takes a longer term process?
You mean like this?
Normally if you are a fit pro, or doctor your process is not a direct sale online unless it's a medium size to low ticket offer. Therefore, you need a system for being able to track an Offline conversion. Or you can use that pixel thing and that will do the trick, which is give them a link to a welcome page and pixel all users who visit that page as a client. The process may take anywhere from 1 day to 7 days. Anything over 7 days you need to use a offline conversion!
That's why I like setting this up as 7 days so that it gives me more time to count credit that ad for a conversion. So for example if it takes 7 days or less for the person who clicked that FB ad to sign up and become a client that ad will show up as 1 for conversion and so forth.
If it takes longer then we need to start incorporating a Offline Conversion. Which we can get into in another blog, cause that's a beast!
Limited On Time? Try This!
If you need to get your ad out there FAST, and we do not have time for showing it varying times of the day and week select manual bidding - Accelerated Delivery Type. This feature will show your ad to everyone as fast as possible, spend up almost all of your budget quickly before the day ends but you can guarantee your ad to be delivered to as many people as possible as quickly as possible!
Only use this in extreme situations, showing you ads too quickly to people could result in excessive ad fatigue, and complaints from users! Once that happens Facebook says, no no, and starts to affect your reach, increasing your bidding price and showing your ads to less and less people over time!
Your Turn? Was This Helpful?
Written By: Shirley Yang
If you are running any new conversion ads, since early June, you may already noticed a drop of your ads' performance. Or more specifically, a drop of their daily reach.
Why is that?
Well, if you ever followed Facebook Newsroom, a June 30th blog post explains this in an quite obscure way.
In short, Facebook is now giving some ads a probation.
During the probation period, Facebook tends to push those ads to only a small group of audiences so to test their reactions. If the feedbacks are positive, your reach will be expanded. If not, you better stop waste your money on those ads...
This also perfectly explains why they always give a wide range of estimated reach. Though we noticed this estimated daily reach were available long times ago, since June the starting number starts from the least.
2> What Is The Relationship Between Reach and Your Ads Results?
According to those 3 days of data:
3> What should we do?
Always bear in mind, Facebook is trying their best to build a positive social environment, every update they implement are all about it. Therefore, the more positive reaction (feedback) your ad receives, they more audience it will be able to reach, and vice versa.
But now you may ask, how can I know if my ads will get positive reactions or not?
No one knows, even Facebook does not know before you launch it...
The only thing I know is, you don't want to test only one ad creation. Because you don't want to start over and over again if the ads you run could not pass their probation.
What I mean is, it is not important of what I think or what you think of an ad, it is all about how your target audiences thinks of it. And by running different ad creatives, testing different images, ad copies, and landing pages during the probation period, we have higher chance to find the right one, earlier.
Create A Conversation - To Build A Relationship
This is kinda new, but we have been testing it out with messenger bots. When it first came out Facebook's algorithm was not too keen but now it's getting smarter and allowing us to test different campaigns with the new messenger button!
How To Create A "Send Message" Ad
Inside of the Power Editor you can click on "create campaign," and select Traffic as the objective!
Be careful, Facebook forces you to select all placements and you don't need to select them all, just Feeds!
There is NO NEED to select the Messenger placement. What happens when you select that, is it will only send an ad to people who have messaged your Facebook Page before. So the audience is going to be rather small in most cases, therefore we want to hit an audience with a bigger size so we may test these ads to our warm audiences or externals...
You will already see under Traffic where our destination will be linking too. Our only choices will be a website URL or messenger or App.
Once you are in the ad level, you can select Message Text as the destination. You probably normally select website URL, but this time just select Message Text!
Structured Message (JSON)
If you want to you have the option to create a structured message. You can include some beautiful design, and a call to action with it. If you may have gotten to this blog post from my ad, you would have seen a JSON Quick Creation text that was sent to you!
Doing a regular JSON Creation requires a little bit of coding! I recommend just doing a Quick Creation if you want to go that route!
Use A Incentive To Drive A Conversation!
There is no real reason for me to message you! Even if for some reason I am loving your content!
Use an incentive that will get me to chat with you.
One of the key headlines we are seeing work very well is. Using a video ad for example...
The video ad shows the user how to create a green smoothie in less than 3 mins.
Then the user may want to know how to get the recipe for that smoothie therefore, you can drive them to a Facebook message stating! "Hey, if you want the recipe to this delicious green smoothie, Click "SEND MESSAGE", and I will automatically send you the recipe to this INSTANTLY!
Try it when doing your Brand Awareness Videos From Our AIDA Formula!
Once you have that going, you can measure metrics such as Cost Per Conversation! And then it will allow you to know how much you are paying per conversation, and how you can measure out of the conversations you create, how many convert to the next action!
Go Ahead and Test it Out!
All Facebook advertisers want better results with Facebook Ads meaning increasing your conversions or performance with your campaigns while reducing your cost. If you want to learn how to reduce your cost while increasing your ROI then you need understand the value of your ad clicks.
Before too long we were measuring the "value of each click." Why is it that out of 100 clicks if we get no more than 20 sign-ups (20% conversion rate), why did those 80 clicks leave?
And what was it that told them they shouldn't sign up.
Better yet, shouldn't we just have an ad that just says "DON'T CLICK, UNLESS YOU WILL SIGN UP!"
What happens is this...
We are in a filtering process. We are filtering all of those people who click out of curiosity, and click out of an intention for something they though they were getting. The ad didn't resignate as good to the landing page and the user was a little mis-read.
And our favorite, the people who didn't read anything and just clicked for no apparant reason.
Out of all of those people there are some people who do sign up and then out of those who sign up there are some of them who take action on your other offers.
The main thing we need to consider doing if we want to reduce our ads spend and increase the quality of our clicks is...
Use a Image That Stands Out!
Take a look at the two right column ads below. Now take your eyes to the upper left corner of the screen and tell me which ad on the rightside you notice more?
That yellow stands out don't it! Well we already solved #1 - getting their attention.
#2. Make sure we are targeting the right market. Okay., if we are asking them to like our page if they love their kids. Then we need to "MAKE SURE" we are targeting only parents.
You can find that selection of parents inside of the Power Editor or even the ads manager.
You may wonder why did I choose Parents who have kids between the ages of 3-8. Well because perhaps that is my ideal targeted audience, and also they are "so cute" can't help but love them during those ages right?
#3. Make sure the image matches the market's needs. My image has a heart on it. It has says words that say "I Love My Kids." This is an emotion. Anytime you use an emotion in ads it resonates with the audience and hits the user in a way that drives them to take action.
Also notice the words answers the question of the ad. Do you love your kids? Yes I love my kids. This is perceptual marketing.
Perceptual Marketing I would like to say is when we ask them a question or call to action "Like this Page If You Love Your Kids" & then we put in the image telling them that they love their kids. It is kinda like saying,
"Do you want to go to the ball game?" and then the button says "YES, I WANT TO GO" It forces the user to go in the direction we intend for them to go to.
Another good example is if you have an apple in your left hand and an orange in your right hand.
Which one got you temped to try?
The apple right? Cause it is probably moving, or it is raised slightly higher than the orange. Yes or Yes?
This is the type of marketing you want to do with your ads and landing pages. Take them to the store, then take them by the hand and point them to the item they want and help them checkout.
Once again to reduce our costs we need to focus on 3 things.
The image is the #1 source for helping us get a cheaper cost. Other factors play a roll such as competition (how many are bidding for the newsfeed placement for that particular audience), relevance score, (mostly Click-Through-Rate), and how many people are clicking the ad out of a certain number of impressions.
The ad that received the highest CTR came out to give us the lowest Cost Per Click. While the most expensive one was giving us a 2.86% CTR with a avg .40 cent CPC.
Likely we would pause the two most expensive ones and run a split test to see if we can beat that CTR of 3.96%.
So content shows mostly little affection towards the user taking action. We would likely switch out the image to find an image that stands out a little bit more and resognates with the audience.
Follow those 3 things, and you will find your ad performance increasing to a degree where your able to get the same results or better while spending less money!
Right now! Go into your ads account and click on audiences.
Inside of your audiences I need you to click on Create Audience, and Custom Audience
Then click on Website Traffic
I need you to create
Now that you have segmented your lists. You are able to target specific people who are in a specific area of your funnel.
If you target people who have been to your blogs, they are likely ready to sign up with you and trust you as a brand. But may need a little persuasion such as video testimonials.
So you can make that happen easily!
We have created a ABC formula for this particular type of retargeting funnel. I’d be happy to show you myself.
>>> Click Here To Have A Chat With Me <<<
Dana in one of my clients who owns a yoga studio in Bakersfield, California. She flew all the way out here to visit me in China and I've asked her if she would be willing to give me her sales script she used to close over 70% of her leads that signed up for her 12 Week Challenges that we run for her from Facebook.
It is really simple. Good Attitude is one of the most important reasons why this strategy worked!
Dana's Phone Call Script
I noticed that when Dana talks to her leads over the phone her voice sounds very excited and extremely energetic. This is a good habit to use when talking to your leads because it helps get them in the momentum of feeling the same way!
You have to believe you are just as excited as they are about this!
Dana: "Hi! Is this Michele?"
Michele: "Yea, this is Michele..."
Dana: "Hi Michele, this is Dana from Warrior 1 Yoga!
Michele: "Hi,.......(how are you doing, etc...)
Dana: "So, I just noticed that you just signed up for our 12 Week Challenge. Are you still interested, because we have a few spots available."
Michele: "Oh ummmm, well ummmm, can you tell me more about it?"
Dana: "Oh okay sure! So when you come in, cause we got to make an appointment, we're going to weight you... Measure you... And give you the yoga diet, and then you can have unlimited access to our yoga studio for only $99 a month.
It's normally $145, but we discounted it for this particular challenge, and it's only a 3 month commitment. But, we need you to come in maybe tomorrow at 2 o clock because that is the only time I can fit you in right now.!
"It's normally $145 but for this particular challenge it's $99. (The person feels like they are getting a deal)."
"We are only signing up people till Sunday!"
This simple strategy is what Dana used to close over 70% of the leads who signed up for her 12 week challenge, and how she was able to rack in over 43 members in just 3 days!
In the video we explain that targeting "Boxing" in general was just too generic and likely we would have to filter out a ton of people to take action on our offers. Here is why...
Generic Interest Sucks
We have targeted generic interest before. And in most cases they suck. Normally we are hitting users who expressed "any" type of interest in something relevant within each other. So for example if I target people who like "Fitness & Wellness."
This specific interest is far too generic. I am hitting people who have clicked like on a fitness and wellness page, clicked like or physically took action on a fitness and wellness relevant ad. In most cases about 70% of everyone on Facebook has done that!
Specific Interest Overlaping
While testing specific interest were somewhat decent, when we overlapped it with others the results were amazing! Check out the image below...
So for example if my ideal targeted audience was more likely people who were married and also had a specific interest in working out along with dieting. I know for a fact that this would be a great start to hit them with on Facebook.
You have to understand this is a filtering process.
Lets say out of 1000 people who see your ad we get only 100 people to click it. Now out of the 100 people who click it, we get only 10 people to sign up. That filtering process excluded people who were just curious and clicked, people who had no interest in the offer, and also people who want to decide later.
THAT IS A LOT OF FILTERING, but that is how Facebook works. Now, Facebook's algorythm's job is to find out those 100 people who clicked, lets start showing more ads to people who look just like them. And through time it gets smarter and smarter.
If women, age 27-32 were clicking away and signing up then it would help us target our ads to those people and push our impressions to that specific market!
It is an amazing beast! I love it! I live by it! And I am always excited to see how the market responds to our offers.
You are probably under utilizing video testimonials as Facebook ads, and engagement posts but I am going to show you my stats...
This is from my Ads Account so here is what I ran.
First campaign was an engagement funnel I call the ABC formula. It was about 3 Facebook Ads that ran to blog posts on my website. The content was useful and helped people learn things about how to use Facebook ads for their business.
Second one was a testimonial from Dana (one of my clients) who owns a yoga studio in California. She was able to explain to the users how I am able to generate hundreds of leads for her business that she converted into clients.
Third was a link post ad that went directly to my consultation landing page giving the user and offer for a consultation.
The Ads Consult campaign that went to the consult offer gave me the most leads...
The ABC Engagement Funnel gave me the least leads.
And the Testimonial video gave me the cheapest leads.
Dana's testimonial ad's cost per clicks were outrageously expensive though.
Notice it gave me the cheapest cost per lead...
My ABC Engagement Funnel gave me very expensive cost per leads. But notice below that it gave me the cheapest cost per checkout.
Checkouts were more important because they were sales!
So in other words, for my testimonial campaign I was paying only $29.12 per sale which equal a value of $1,350 per sale totaling $6,750. That's not bad!!!
And even though my ABC engagement formula gave me the most expensive leads, but in the long run it gave me very cheap cost per checkouts which also totaled $6,750 in sales value!
What does this tell you?
That if you focus only on cost per clicks you will not see the whole picture of the matter. Sometimes we may acquire expensive cost per leads, however the quality of the lead could be extremely higher!
If I was to focus only on cost per clicks, or cost per leads I would have probably made a mistake and acquired more expensive cost per checkouts.
WHICH IS BAD!!!
I don't want to pay more for sales... That is why it is so very important to look at the entire funnel from beginning to end.
As you can see engagement ads definitely work!
Yes, it's more long term but the truth of the matter is you will acquire a sale at a much more cheaper price and truly be able to 10x or 30x your investment!
Follow this simple strategy and see your results change dramatically!
1. Warm people up with useful content
2. Follow it up with legitimate testimonial videos
3. Launch the appropriate offer to your user "only after engaging them with content and testimonials...
I know it doesn’t make sense. Why would you pay Facebook for advertising content and information to people for free, when you can just sell them your services right?
Well it is because nobody is ready to commit to you…. Yet….
Imagine we just met at a party and I told you I sold BMWs and I tried to sell you one. You would probably look at me like I was crazy.
What if we met a number of occasions and knew each other well. Then I educated you on what type of cars I sell, and why the BMW is a good fit for you. Later, I probably even allowed you to test drive one and eventually gave you a deal if you were to trade in your Toyota.
You would be a little more ready to commit with me then, wouldn’t you?
This is why we want to educate our users on the value of your brand by giving them useful content that can help their everyday life.
By doing so you will create a relationship, and following that relationship you will create a long term client!
Share, like, and comment on this blog if you found this was useful!
1. Get a video testimonial from your client telling others how awesome you are!!!
2. Take that video and share it with your fans and upload it as a paid Facebook ad to disperse to audiences locally in your area.
3. Then go into audiences and review the people who've watched your video, and who've also completed (watched the full video).
4. Retarget "only" those users with an offer to opt in for a consult and learn more about your services.
Inside of Audiences you will be able to find people who have viewed your video and also completed your video.