how to manage ads on facebook

Facebook Advertising For Small Business (2023 IMPORTANT UPDATE)

your Facebook advertising strategy isn't,working as well as you want right now,because things have changed and what,used to work even a few months ago is,dramatically different than the,strategies and tactics that we're seeing,succeed on the platform right now for,example the problem child better known,as Facebook lead ads was once a terrible,choice for businesses that only ever,seemed capable of delivering low quality,leads all wrapped up in a clunky and,awkward dashboard but now thanks to a,few recent changes and some secrets that,I'll be sharing with you later in the,video Facebook lead ads are amazing and,they're quickly becoming one of my top,picks for generating leads and making,sales for pretty much any kind of,business out there so I'll break down,how to set them up right and what a,profitable ad campaign looks like in,just a minute and I'll share with you a,little secret that I use to take,campaigns from a three percent response,rate to over a 68 response rate next,another thing that's changed is campaign,structures and many of the default,settings inside your Facebook ads,manager account most people don't know,about these changes so they're just,leaving things on the default settings,but this this is a mistake in fact some,of these settings are so bad that you'd,be better off just tearing your money,apart and lighting it on fire and then,flushing it down the toilet extreme,maybe overly dramatic possibly but,accurate sadly yes my friend so I'll,show you how to set your campaigns up,for Success making sure that you get the,absolute most Bang from your advertising,buck and that you're not losing or,wasting money on ineffective or useless,settings and then lastly I'm going to,give you an Insider look into how I set,up and structure and launch a brand new,campaign complete with what I'm looking,at when I'm testing new objectives and,the metrics that I assigned to each to,make sure that it's going to end up,profitable so let me start by first,making one of the most controversial,statements I've ever made before which,is that generating leads at least how,most people are doing it is one of the,least effective marketing strategies,available today yeah I know but let me,explain generating leads in the way that,it's traditionally done is one of the,most overhyped marketing promises of all,time sitting right there beside the,objective of trying to get more likes,and more comments and more shares on,your stuff and if you've ever run a,marketing or advertising campaign or,hired someone to run one for you and,they've come back with a bucket full of,likes but no actual sales then you know,what this feels like and it doesn't feel,good this is because doing things like,generating likes and comments and shares,doesn't usually lead to business growth,and sales and revenue I'd like to say it,never leads to sales but I kind of,hedged there a little bit well the same,concept applies to just going out there,and generating leads this is because,anyone can get leads thousands of them,millions even all you really gotta do is,make some kind of crazy irresistible,offer like give away a free iPad or a,free car but the problem with these,leads is that they're unlikely to ever,convert into an actual customer in the,future that is unless your business,model is entirely based around giving,away free iPads or free cars in which,case you and I need to have a little,heart-to-heart chat about the future of,your business because I'm worried for,you the secret then to generating the,kind of leads that you actually want the,kind that are going to turn into,customers and eventually buy something,really comes down to two things first,you need to focus on acquiring quality,leads which is a combination of how,relevant they are to your business how,motivated they are to solve the problem,or take action and how capable they are,of actually buying or paying for it and,next you need a conversion mechanism or,in other words a marketing funnel or a,sales funnel and a way to essentially,turn those leads into customers now,after over 10 years of owning multiple,different marketing agencies and having,spent over 70 million dollars on,Advertising through the agencies while,the number one software that I use for,this is called high level so I'll make,sure to link up where you can get an,extended free trial in the descriptions,below this video and if you're already,using high level well good for you you,can still use the link in the,descriptions below to get a few hundred,bucks off and upgrade coupon just click,on the Blue Link instead of the yellow,button now this video is not sponsored,but that's not going to stop me from,professing my love for the software as,aside from having all of the usual,features you would expect like a CRM an,email and SMS and a calendar and,scheduling and all kinds of different,customization stations and funnel,options the real power and the secret,feature that I use and how I'm able to,take response rates from three percent,over 68 comes down to the use of,automations and what I like to do here,is to immediately follow up with a new,lead ideally using SMS and using one of,the following two types of questions the,first type of question is something,specific and relevant and directly,related to the lead into the offer that,they just signed up for and this next,part is important making sure that I'm,asking something other than a simple yes,or no question in other words if I was,generating health or Fitness leads I,would send an SMS that asks something,like how many days a week do you want to,work out or how many pounds do you want,to lose in the next 30 days or do you,prefer in-person or online training,sessions and if I was offering Real,Estate Services I would ask how many,bedrooms are you looking for or when are,you looking to move or is location or,house size more important the reason I,phrase the questions like this is,because I want to initiate the,conversation nation and get them talking,about themselves and their goals and,their dreams and their desired outcomes,as quickly as possible if after some,testing though I'm not getting the,responses that I originally hoped for,I'll go with plan B which is to ask this,question is this first name obviously,replacing first name with their actual,name which you would have collected when,you first generated the lead now the,typical response you're gonna get back,here is probably going to be either yes,or who is this both of which opened the,door for you to quickly remind them why,they signed up for more information and,then ask your next question okay so,that's where Facebook lead ads and high,levels shine but whether you're running,lead ads or call ads or conversion ads,or traffic ads or whatever there are,still some important things you need to,know about and tweak inside your,Facebook ads manager so let's go over,those now first off we gotta talk about,Advantage campaign budget which is the,new name and new version of CBO which,stood for campaign budget optimization,even though the concept and the,operating principles behind ACB is,nothing new there's still a lot of,confusion about it like what it is and,when to use it and when not to use it so,let's clear that up now as a quick,refresher as we've just covered ACB,stands for Advantage campaign budget and,this new name was designed to,essentially replace the name of CBO,which stood for campaign budget,optimization yeah I can see how this,gets confusing anyway fortunately it,really is kind of just what it sounds,like which is essentially setting the,budget for your campaign at that,campaign level and then allowing,Facebook to decide where to allocate it,through the rest of the campaign and,you'll find the little toggle switch to,turn this option on or off at the very,top level of your entire campaign the,campaign level now I leave this off,especially when I'm testing a new,campaign but I'll go over more of that,in just a minute the next gotcha that,you need to be aware of happens at the,ad set level and you can find this one,under placements Now the default here is,Advantage placements and this is where,you want to pay careful attention,because at least at the time of this,recording I really don't have a problem,with Advantage placements which is,essentially all placements but I'd also,strongly suggest at least being aware of,this because you will want to come back,here at some point in the future ideally,after you've done your initial round of,testing testing the more important,things of your Campaign which we'll,cover in just a minute this is because,sometimes by turning off the all,placements option and manually selecting,the options you can get a much higher,quality lead for a much less cost for,example certain placements like the,Facebook feed or Instagram reels are,phenomenal especially when ads are,designed and created specifically for,those placements okay this next got you,though this is the real killer and it,takes place at the ad level and it's a,sneaky little guy so let's take care of,that now it's called optimize text,person this is really not a very good,name so you can expect meta to change,this at some point in the near future,they do like to keep us on our toes now,if you don't see this option and the,ability to turn it on or to turn it off,it could be due to the objective that,you're using and again they're rolling,this out at different campaigns and in,different ad accounts so just keep an,eye on it what it does though is,essentially swap around the pieces of,your ad maybe taking the headline and,moving it to the top and taking your,description text and putting that in,your body copy in your body in your,headline and I don't like this for a,couple reasons first things are just,gonna look kind of funny if Facebook,decides that your body copy would be,better as a headline and your headline,better as a body copy in your,description there and body copy there,and we've been over this before sure,they do have a pretty Advanced algorithm,behind it but I'd like to think that as,a copywriter and as a marketer I know,what's going to look better rather than,having them kind of computationally,algorithmically Frankenstein my ad next,this is done by optimizing it on a,person per person basis so essential,actually what's shown to person a is,going to be different than person B,which could be different than person C,now over time this level of,personalization in order to maximize,your Roi or return on investment is a,phenomenal tool but especially in the,early days I like to see what kind of ad,is going to perform best for most people,this allows me to get a better insight,and more data and more information on,what kind of images and what kind of,copy and what kind of hooks and tag,lines and that so I can really drill,down into creating what I call a super,ad and a super ad is really just fancy,atom talk for taking the best parts of,all of my previous ads and putting them,into one okay next let's get tactical by,setting up and launching a brand new,campaign complete with taking a look at,the things that you want to test for as,well as the budget that you want to set,at each level okay first things first as,we already covered a Facebook ad,campaign is made up of three levels The,Campaign which is where you set your,objective and here the secret is that,there really is no secret just tell,Facebook what you want and don't try to,trick the system so if you want leads,click leads want sales click sales next,is the ad set level this is where you,select what audience is you want to,Target and placements we'll come back to,this in just a second and then finally,you have the ads themselves where you,choose what images and text and,headlines and videos links and anything,else involved with the front-facing ad,itself now when you're first starting,with a brand new campaign there's a lot,of pieces to the puzzle but to keep,things simple we're going to focus on,the big three the first of which is the,audience and targeting of your app it's,been said that one of the most important,ingredients in all of marketing is,selling to a hungry crowd in other words,my five dollar hamburger is gonna,outsell your 50 stake every day of the,week if my audience is starving and,they'll eat anything and your audience,happens to be walking out of a fancy,restaurant where they've just eaten more,than they could ever eat and the last,thing they want to do is look at a steak,basically you want to focus on,generating quality leads which,fortunately as we talked about just a,few minutes ago was made up of a,combination of which is a combination of,how relevant they are to your business,how motivated they are to solve the,problem or take action and how capable,people they are of actually buying or,paying for it and well the same thing,applies here this is why the first thing,that I like to test in any Facebook ad,campaign is three different audiences,made up of characteristics and people,that I think are going to perform best,then once I've got a winner and I have,an absolute best performing audience,I'll move on to testing the next thing,which is the copy when I test my copy I,typically test three different lengths a,short to medium and a long those are,very original names now each one is,going to have a slightly different hook,or angle and obviously it's going to be,constrained by the length of the ad but,essentially my goal is to figure out,what length of content what level of,description or number of benefits or,features I have to deliver in order to,get someone to take action one of the,things that keeps me just so interested,and passionate in marketing and,advertising is how this is always,changing back when we first started,running ads like a decade or so ago well,it was all about that short copy just,saying here's this thing you can come,get it now then we evolve to medium,length copy and then do long copy and,and then if you've been running ads for,any length of time you may remember a,few years ago when we ran this crazy,long copy that was basically a thousand,two thousand word blog posts wedged into,one ad then people stopped reading those,and we got a little shorter and then a,little shorter and now we're kind of,hovering around this middle ground that,nobody seems to know what's going to,work best and that's where I like it,because it means that you've got some,freedom and some flexibility to test,different things out test the short test,the medium test the long and see what,works best with your Market your offer,and your message anyway once I've got my,winning copy I then move on to the next,testing phase which is the visuals it's,here in the testing of the visuals,that'll test different images and,different videos and different gifs I,might try carousels I might try some,obvious ones some strange ones some,funny ones anything to get someone to,stop the scroll and actually click,through to my message now a common,question that I get asked all the time,is what works better with Facebook ads,is it image or is it video let me tell,you a good video will beat a good image,but a good image will beat a bad video,so test both but don't be afraid to,start with the humble But Mighty image,ad as for Budget when you set up a new,campaign use ad set budget not Advantage,campaign budget this is so that you can,set a budget at the ad set level and,control which ad set is getting which,portion of your budget rather than,having Facebook just sort of allocate it,to whatever it thinks is best which may,or may not be the best in the end as a,general rule I set five times to ten,times the cost of desired lead per day,per ad set so as an example if you're,running an ad to a lead Magnet or free,downloadable guide and you're expecting,to pay around four dollars a lead you,would set your budget at twenty dollars,to forty dollars per day per ad set on,the other hand if you're optimizing and,aiming to make a sale right from the ad,then set two times to three times your,Max cost of desired sale per day so an,example here would be running an ad to a,product that sells for fifty dollars and,your Max cost of desired sale is a,thirty dollars then you would set your,ad set budget to sixty dollars to ninety,dollars per day per ad set to make all,of your Facebook ads that much more,effective though you need to make sure,that you're nailing your Market message,match so to help you do that I've linked,up a video right here that's going to,walk you through exactly how to do it,step by step as well as a few other of,my absolute best Facebook advertising,tips so make sure to check it out now,and I'll see you in the next video nope,the reason that most ads don't work is,because they're saying the wrong things,to the wrong people or in other words,the offer that they're making

Congratulation! You bave finally finished reading how to manage ads on facebook and believe you bave enougb understending how to manage ads on facebook

Come on and read the rest of the article!