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What’s the best Campaign to use for your Facebook Ads?

Have you ever gone to launch an ad and you've wondered which campaign objective shall I use? Well, that's what we're digging into today in this episode of online confidential, where I take you behind the scenes to talk about secret ad manager business. So if you go into ads manager and you're going to launch a campaign, you're going to see that there are a number of different campaign objectives that you can select from.

And Facebook has them all neatly bundled for us into awareness, consideration, and conversion. But sometimes you may be wondering which objective you should use because your goals may be a bit different or varied or your retargeting. So what campaigns should you use now out of all those campaigns there? I've probably only used about five. There are some campaign objectives that I have never used.

So first of all, we need to consider what the objective is of our ads. Are we wanting someone to come in and opt in or come in and purchase? If that's the case, then you want to be selecting a conversion campaign that is so Facebook is going to go out and it's going to find those people who are likely to convert. And then for our conversion campaigns,that's where we'll select a standard event at the ad set level for the objective that we're wanting to achieve.

So say if it's opt-ins, you may have the lead standard event installed on that thank you page. So the lead standard event fires when someone opts in, so you'll have a conversion campaign that's optimized for leads. That standard event, if you are getting people to purchase something, then you'll likely have that purchase event firing on that confirmation page.

So at the ad set level, you'll change that optimization to be purchases because that's the standard event that would be firing on that confirmation page. So again, it's a conversion campaign that's optimized for purchases. Now, conversion campaigns are great and then that's what so many advertisers go out and do. They are wanting people to take action to opt in and build their lists.

How to Run Facebook Ads for clients
They're wanting people to purchase. They're wanting people to apply to book a call. So conversion campaigns are super popular and therefore super competitive. They can be some of our most costly campaigns and not some, but they usually are. So you've got a higher CPM. A lot of people are in there because that's targeting that section of the audience that is just hot and ready to take action.

So conversion campaigns, very, very competitive, but it's the campaign that you want to select. If you're wanting people to opt in, wanting people to purchase, you want them to convert and take action.

Now, the other campaign objectives we have, one is traffic. Now this is one that a lot of people will get confused with because they'll want to be sending traffic from Facebook over to their website, but to opt in. So they may think, well, I'm sending traffic, I'm sending them over to my website. So I'll just select a traffic campaign. If you're wanting people to opt in your best bet is to still use a conversion campaign that's optimized for that event that you want to fire, lead purchase, whatever it may be. So a traffic campaign will do just that.

Facebook will send that ad to people who are more likely to click a link and just go to your website, not necessarily to take any action or convert or anything like that. And quite often I see traffic campaigns do exactly that, they get people to a website, but they don't convert. They don't opt in.

So use a conversion campaign. Whenever you're wanting people to opt in or a traffic campaign. When you're wanting to get people to your site. Now, a note on traffic campaigns, you need to optimize them for landing page views. A traffic campaign will normally default to link clicks, which is Facebook's going to send it to people who are likely to just click on your link. But you will have a huge drop-off rate between people who click the link and people who actually land on the page.

So at the bottom of your ad set level, you'll need to change it from link clicks, to landing page views so that you actually get people who are more likely to click the link and wait for the landing page to load and at least see what's on the page. So a traffic campaign is good. If you just want to get people over to a blog post to read, or it's part of maybe a retargeting strategy where you're getting them over to learn a bit more, and then you've got ads that are following up to get them to convert or purchase or whatever it may be.

So traffic campaigns are also handy for a bottom of funnel re-targeting ad. So if you've been getting people over to a sales page and they haven't purchased, you want to get your ads out in front of them again. And depending on the audience size, a conversion campaign, even though you want them to come over and convert may not feed out so well. So using a traffic campaign, because if you've already filtered your audience to start with, with a conversion campaign to get people over to purchase, but then they haven't, you've done that filtering already.

So now we just want your ads to get in front of as many people as possible. So a traffic campaign that's targeting that audience may be more effective to get people back over to the site, because like I said, we filtered them in the first place. They're more likely to convert, but let's just get them back.

So a traffic campaign gets people to a blog post or over to read something or as part of a bottom of funnel strategy. I do actually love to combine a number of campaigns for my bottom of funnel. So I may have a conversion campaign and a traffic campaign and another campaign, all targeting bottom of funnel audiences so that I keep the bottom of the funnel nice and wide.

So that's a conversion campaign and a traffic campaign. Then we've also got an engagement campaign. Now these are great to get out in front of your audience and to find those people who are likely to engage with your posts, this puts some social proof on your ads and Facebook. I love social proof and it also looks good for your ads as well, but it also creates an audience for you, a custom audience of people who have engaged with any post or ad. And they're great audiences. I find them to work really well again in retargeting strategies.

Now, engagement campaigns, like the word implies engagement. Facebook's finding that audience of people who are likely to engage with your ads. So they're great again at the top of funnel.

So you can get some content out in front of your desired audience that may be cheaper than a conversion campaign. So you'd go out and build an audience up first, who you then retarget to come over and convert. And those engagement campaigns, like I said, you can then build up your audiences of people who have engaged with any post or ad so that you can retarget them.

Then engagement campaigns are also great bottom of funnel. Like I said, keep it nice and wide. So you may have a conversion campaign, a traffic campaign and an engagement campaign. You'll find with your engagement campaigns, you'll get a low click through rate because they're not designed to go to people who are likely to click, but you will still get people clicking on them as long as your ad copy is good.

And you got a great creative and a great hook. So that's engagement campaigns, video campaigns and video view campaigns. Facebook will send them off to people who are more likely to watch a video. So if you've got a great little content piece and people often ask how long should a video be? Well, as long as it needs to be to engage with your audience, give them value and entertain them.

So video view campaigns are great to build an audience of people who have watched your video. And that can be from three seconds, 25%, 50%, 75%, a hundred percent of your videos. So there's lots of different points in there. And obviously people who have watched more of your video are going to be more interested in what it is that you have to offer.

So again, retargeting different sections of the video of your audience. Now, when it comes to videos, just because you may have the video in your ad does not mean that you select a video view campaign. Again, if you're wanting people to convert, Opt in for a webinar, and you've got a video in the ad, don't use a video view campaign.

I mean, try it and test it for sure. You'll get a low click through and you might actually get a good cost per conversion. So test and see. But ultimately if there's video in your ad, but you want people to convert, you're still using a conversion campaign. If you get conversions from your video views, then that's great. That's a bonus! So video views, video view campaigns are for people who you want to watch the videos, but if you want them to convert, still use a conversion campaign.
Now, a note on our videos when you're using it to build an audience and retarget them, make sure you keep the placements to Facebook and Instagram, because then Facebook will build those audiences, those custom audiences that you choose of people who've watched, whatever that percentage is, or 15 seconds, the thru plays of your videos. If you select all placements, Facebook, can't retarget those video views. So a very important thing to note there. If you're using your videos to build an audience, keep them on Facebook and Instagram.

And then finally the reach campaigns. I love reach campaigns. Even though Facebook has them up at a brand awareness objective, it’s good to get out there and reach as many people as possible. I actually love to use them. Re-targeting in what I call a nurture sequence, where people who are in your world, in your sphere, you are continuing to retarget this audience like for the next 30, 60, 90, 180 365 days, depending on what placement you're retargeting. So reach campaigns are great because of their frequency. You can create an ad and it will get delivered to your audience.

Like maybe once every five days or once every seven days, or once every three days,
whatever you choose. You can choose the frequency, which is beautiful. So you can just pop up in their newsfeed with different content pieces rather than hammering them day after day with the same ad. So that's where I really love reach campaigns, more for nurturing, for retargeting, putting different content pieces there in front of your audience, putting a testimonial in there, putting a behind the scenes, living life kind of content piece, a philosophical content piece, something that portrays your values so that you are nurturing your audience.

Then as you're using those reach campaigns, and you're getting back out in front of your audience, you also pepper in some conversion campaigns that, you know, 60 days down the track after they've registered for your webinar and they are seeing all your content pieces in your reach campaigns, invite them back to book a call or invite back to purchase something else because they're seeing it every day in the newsfeed with all these relevant bits of information that is continuing to build your affinity authority and trust with your ideal clients.

So that's it, that's the five sorta campaigns that I've used typically every day with all clients and with my own funnels, conversion campaigns,traffic campaigns, engagement, video view, and reach campaigns.

So if you would like to know more about ad strategies and what strategies to use, I've got nine different strategies that I talk about in the elite ad manager certification. So if you want to know more about that head over to eliteadmanager.com and grab your seat and find out how the elite ad manager can help you to consistently hit five figure months.

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 Is your discovery call ready to hire you as an Ad Manager?

Congratulations!

You've got a new lead and you're getting on a discovery call, but are they ready to hire you as an ad manager?

So, yes, congratulations! You've got a new lead. You're jumping On a discovery call.

Now we need to identify if they are ready to hire you as an ad manager, that's a very different thing to finding out are they even ready to run ads? Anybody can just run ads, have a funnel. And off you go. We want to find out if they're ready to hire an ad manager because if they're not, you can both be in for a very stressful time.

So five things that we're going to look at, number one is, do they even have something to sell? If they're in business, then yes, they will have something to sell. Now that can vary. Some of the selling may be offline. I worked with a very well established restaurant franchise with over 80 restaurants across Australia. We were not selling so much online.

We were doing brand awareness and audience building so that we were staying front and center of mind in the newsfeed. So people would see it and then they would reach out or they'd be going out for dinner and they go, let's go there! Because we were present in the newsfeed. So there will be businesses that are just off to that audience building and that brand awareness so that the sales can actually happen offline.

But if you're working with coaches and course creators, then yeah, generally those sales are all happening online. And what can happen for a lot of these niches is that they told you, you need to build a list, which is absolutely true. We want to be building lists because Facebook can do anything to us at any time. So we want to get people off Facebook onto our database.

Now, does this person have something to sell straight away or are they just committed to list building? Which is, you know, quite a bit of an outlay to be investing into building your list without having something to sell, they could be down $3,000 a month on their ad spend.

You know, if they're spending a hundred dollars a day,maybe they're only spending $30 a day, but if they're not making sales straight away, do they have the capacity to run that for, you know, two or three months? Do they have money that they do have set aside that they are committing to this? And therefore they're planning their launch in three months' time when their products may be ready,if that's the case, they also need to be aware that you could launch, but you may not make your money back for the previous three months. So very important for you to know, do they have something that they are selling straight away? Because again, if they're not, if they are just focused on list building, then they can get a bit stressed out.

How to Run Facebook Ads for clients

They may not last too long. Those cost per lead, maybe coming in higher than they anticipated. They're getting half the amount of leads coming in and they just want to give up and you know, and can it all. So it could be very stressful for you. So if they've got something that they can sell straight away to offset that lead gen cost is super valuable.

If they do just have that budget and they are just focusing on audience building. That is okay too. But see if they've got something to sell straight away so they can recoup that lead gen cost.
Number two, have they sold it organically? You want to know, is this a validated offer? Has it been selling already without Facebook ads?

And if so, how are they selling it via just word of mouth by groups that they are in? Are they speaking on stages and getting things sold that way? Are they going to networking events and selling it there? So how is it being sold? Has it been validated?
If they just come up with this, Hey, here's my new product or offer and this is out here to the world and they haven't sold it to anyone. There's no validation. You don't know if it's going to sell. If it hasn't sold with warm audiences, we have no idea how it's going to sell with cold audiences. And even if it does sell with warm audiences, we still don't know how it's going to sell with cold.

But we do know that people do want it at least if it's not validated, if it hasn't been sold, if it is all brand new, there is a lot of testing to do, and they need to be aware of that, that they're going to be up for ad spend as they get that data. And they are also going to be up for ad management services. And so therefore are they prepared to invest into that for two to three months to dial everything in. So knowing if it's been selling or has it gone to organic audiences.

Number three, what's the product suite? Do they only have one offer or do they have several that's really going to be important for you as well as your running ads?
Because if they've just got the one offer it's $497 and they're expecting to cover their ad spend, pay you and go and lie on a beach getting those margaritas. Not likely to happen on a $497 product. So they actually need to have these other offers. They may have something before that $497 offer that is offsetting that ad spend like an SLO as we call them a self-liquidating offer that could then ascend into that $497 offer, and then maybe ascend into a $5,000 product, which is really where they're going to make bank.

So what is their product suite? If they are just coming out the gate with one offer, then things again could be tight depending on what that offer is. Now. Even if they do have multiple offers, you will want to just focus on one when you get started so that you can launch that funnel, test it, revise it, optimize it, and get it working.

What can happen is if things don't start selling your client can go into a bit of panic mode and go, this isn't working, let's try this.

And then they'll try that for a few weeks. This isn't working, let's try this. And so nothing gets the time and attention to get it properly dialed in and optimized. So if they do have additional offers, make sure that it's agreed upon that you're focusing on this one for eight weeks to really get it dialed in, test different hooks, test different messaging.

Number four, do they have a funnel? They may have been selling things organically. It doesn't mean they've got a landing page. Doesn't mean they've got the thank you page. Doesn't mean they've got the email sequences that are going through.

So make sure you know what assets they have in place that they have a funnel to sell this product. I know ad managers that have got clients on board, they'd been going through getting sales, but still their clients haven't been terribly profitable and the ad managers discovered that they don't even have an email sequence that's going out after this webinar. So again, that's really going to impact you and your ad management services and make it look like things aren't working.

Ads are just one part of it. So you need to make sure that your client has these other pieces all in play so that you, as their ad manager can do the best job that you can bringing people in and having them convert on the other side.

Number five, can they invest into getting the data? That's what I was talking about before, that it may take two or three months to get a funnel dialed in. So are they able to invest in not only the ad spend, but also having you onboard to get that? If they're expecting to just get an ad manager on board and start bringing in sales straight away, because they've got a new Amex and they've got this limit and they need to get it paid off every month. So they're thinking just six sales a month will do that. Then it can be very stressful if you go for the month and no sales come in and that can happen, especially if it is a new product or offer. You may get six sales depending on the price.

There's so many variables with it, but they need to be able to invest, get the data, make decisions with the data and keep going, because you do not want to be getting clients on board who are not ready for you as an ad manager, because that's just going to cause a revolving door of clients for you. People will come on board, they'll get stressed after month number two, and they're already itching to get out.

And you're in a constant onboarding cycle. It's not good for you or for your business. It's not good for you, for your mental health as an ad manager. And it's not good for your clients as well. So making sure that they are ready to hire an ad manager with those five points is going to save you and your client a lot of stress.

Now there's options after this. If they're not ready for an ad manager, as mentioned in last week's episode, you could offer them coaching or consulting services to be able to help them get to the place to be ready for an ads manager. You could also be offering them a strategy session if they don't have funnels and assets in place to be able to get them in order and help get them another step closer to getting an ad manager, which would ideally be you.

I hope you found this useful today. And if you want to learn more about strategies to becoming an elite ad manager and working with premium clients who pay you premium prices, head over to eliteadmanager.com to learn more about the certification program and when we're running the next intake.

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