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Use this Facebook Ads set up, you'll thank me later! — Transcript

by Ben Heath · 3,221 words · 472 segments · language en · Watch on YouTube

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0:00In this video, I want to show you how I
0:01set up Facebook ad campaigns to get
0:02better results. And this setup I'm about
0:04to show you specifically addresses the
0:06problem of poor traffic quality or poor
0:08lead quality, which so many advertisers
0:10are struggling with right now. For those
0:12of you who don't know me, I've spent
0:13more than $300 on Meta Ads over the past
0:1513 years and generated more than $1.2
0:18billion of revenue for my clients
0:20working in just about every industry you
0:21can think of. And getting this setup
0:23right is crucial for everyone running
0:25Facebook Ads. Let's get into it. So, the
0:27key thing to understand before I get
0:29into the demonstration is that Meta's
0:31optimization system is very literal. It
0:34will get you exactly what you ask it to
0:37get you. And I think there are lots of
0:39Facebook and Instagram advertisers that
0:41know that. They've heard that before,
0:43but they haven't actually set up their
0:44campaigns in the right way to truly
0:47reflect that. They might be like, "Yeah,
0:49yeah, yeah, I get it. I need to run a
0:50sales campaign. I need to run a leads
0:51campaign." It's like, "That's not
0:52enough." You need to be more specific
0:55than that and say, "Okay, yes, I do want
0:57sales, but really I want this type of
0:59sale." Or, "Yes, I do want leads, but
1:01really I want qualified leads." So,
1:03that's what we're going to I'm going to
1:04walk you through in terms of the setup
1:05is how do we get Meta to get us more of
1:09what matters most to our business, not
1:11just what's beneficial, which what a lot
1:12of advertisers have right now. So, I'm
1:14going to start by demonstrating this
1:15using instant forms for a lead-based
1:18campaign. I'm going to then go through
1:20other options for non-instant form
1:22lead-based campaigns to generating leads
1:23via your website. And then I'll do the
1:25same thing for those of you running
1:26sales campaigns optimizing for purchases
1:28because in all those in businesses,
1:30there are changes that you can make to
1:32your setup that's going to help you get
1:34more of what you really want. So, I'm
1:36here inside an example Meta ad account.
1:39I'm just going to go ahead and create a
1:39quick leads campaign. Now, I'm not going
1:41to go through an entire campaign setup
1:43or cover all the settings at the
1:44campaign or ad set level. I have other
1:45videos on my channel that cover just
1:47about every element of a Meta ad
1:49campaign. For this video specifically,
1:51I'm going to jump to the ad level and
1:52then scroll down to the instant form.
1:54Create instant form, create a form,
1:55continue. Now, I'll get back to this
1:58part in a second because there's a
1:59feature in here that I really like. I
2:01think more advertisers should be using.
2:03But first, I want to jump through to
2:04this questions section and turn on this
2:06thing called conditional logic. And then
2:10we're going to add a question. Multiple
2:11choice needs to be multiple choice with
2:12the questions. And you can see we have
2:14sample questions. But let's let's let's
2:16add in a question. I'll I'll demonstrate
2:18what it would look like and explain how
2:19this works. Right? So we could have a
2:21question in here like what's your
2:23budget?
2:24And let's say for example, your business
2:26could only work with clients that have
2:28more than $1,000 to spend on whatever it
2:31is that you're advertising, right?
2:32So you could have one option that is
2:33less than
2:35uh 1K.
2:37You could have another option that is
2:38like 1K to
2:41uh 3K.
2:44And you could have 3K to
2:4710K.
2:49And then something like 10K plus.
2:51Obviously, adjust this according to to
2:53your business, right?
2:54Now, what you can do is you can use this
2:57conditional logic feature. So click on
2:59logic and then say if anyone that says
3:01less than they've got less than 1K to
3:02spend, close the form.
3:04Send them to a different thank you page
3:05and don't allow them to become leads. So
3:07people don't give you their info and see
3:09an end page for non-leads.
3:12And then the others
3:14you can say submit the form.
3:16E1 end page for leads. And you can do
3:18the same thing for
3:20for them.
3:22And those people all register as leads.
3:25Now, and they would go through different
3:27end pages. It's like, "Great, we've got
3:28your info. We'll be in touch." You can
3:29set up those end pages. I've got other
3:30videos showing you how to to create
3:32instant forms.
3:33Now, what's brilliant about this
3:35is that anyone that has less than 1K
3:38says they have less less than 1K to
3:39spend, they don't become a lead.
3:42So if you think about how Meta optimizes
3:45and how it learns, remember it's very
3:46literal. I'll repeat that through the
3:47video.
3:48If you are just generating leads, anyone
3:52that fills out your instant form without
3:53a question like this becomes a lead.
3:54Every time a lead generated matters
3:56like, great, we did it. We got them a
3:57lead, they wanted a lead, we got them a
3:58lead. Whether that lead is rubbish,
4:00you're never going to be able to work
4:01with them or not. With this setup, none
4:04of these people that say they have less
4:05than 1K actually register as leads.
4:08Only the people that say they have 1K
4:10and above register as leads. So, in that
4:12instance, Meta is still just trying to
4:14get you leads, but who qualifies makes
4:17all the difference in the world because
4:18they're only going to try and get you
4:20people that say they have more than 1K.
4:22Or whatever your criteria is. That
4:25optimization shift is massive. Meta's
4:28optimization system is very, very
4:30literal, right? So,
4:31this could be budget related, it could
4:34be something different depending on your
4:36business. You can see we've got sample
4:37questions here, so it could be timeline.
4:38Let's say you're a wedding photographer,
4:40you could have a question being like,
4:41have you set a wedding date or are you
4:43engaged? People who aren't, we don't
4:44want them to register as leads, we can't
4:46really work with them, they're not going
4:47to use of our time. It could be based on
4:50you know, the industry that a business
4:51works in if you're B2B. We can only
4:53serve businesses like this. Budget is a
4:55common one. Could be timeline for other
4:57reasons like how quickly you're getting
4:59looking to move. Maybe you qualify
5:01people who are looking to move too
5:01quickly because you're like, ah, we're
5:03not really set up for that. So, you have
5:04to think about this through the logic of
5:06what makes a lead qualified for us, who
5:09can we actually work with and who aren't
5:11we able to work with? And that's how you
5:13want to set up your questions. But like
5:14I said, this makes a huge difference to
5:16lead quality. You can replicate this as
5:18well, by the way, with a landing page.
5:20So, if you're generating leads landing
5:21page instead of via instant forms, it's
5:24a little bit more difficult from a
5:25technical setup, but you can go ahead
5:28and have people who say to a multiple
5:30choice question, actually no, I fall
5:32into this category and you go, we can't
5:34work with you. They go through to a
5:35different thank you page where you don't
5:37have the lead conversion event
5:38installed. And then the ones that do
5:40actually qualify go through and they
5:41have the right conversion event on that
5:43landing page and they qualify as leads
5:44and then Meta works to get you more of
5:46those people. So, if you are struggling
5:47with lead quality, absolutely look to
5:49implement this and really think through
5:51what makes someone qualified for my
5:52business versus not. One thing I wanted
5:54to do as well in terms of improving uh
5:56lead quality and getting Meta to
5:58optimize for what we really want is to
6:00talk about form type. So,
6:03the default here is more volume. Use a
6:05form that's quick to fill out and submit
6:07on a mobile device. Get me as many leads
6:08as possible. If you're struggling with
6:10lead quality, probably not what you
6:11want. Instead, you'd be better off going
6:12with higher intent. Add a review step
6:15that gives people a chance to confirm
6:16their info. That's somewhat useful, but
6:18not a big needle mover. This one is.
6:21Require leads to verify their phone
6:23number with a one-time passcode.
6:26That makes a huge difference because A,
6:29it stops people from giving you phony
6:30information and becoming leads, which
6:32people will do because maybe they're
6:33just a bit curious, but they don't
6:34actually want to be contacted. Well, we
6:36don't want those as leads. Like, we're
6:37very unlikely to work with them.
6:38B, it stops bots coming through, stops
6:41spam coming through. Like, people The
6:43only people who are going to give you
6:44their actual phone number, which they
6:45need to do in order to get the SMS to be
6:47able to verify, are going to be people
6:48who really want to know about what it is
6:50that you offer and that you're going to
6:51find it much easier to therefore call
6:53them, contact them, and progress them
6:55through your sales and lead lead funnel.
6:57So, I love having that on. You can look
7:00to do similar things via landing pages.
7:01Again, it's more of a difficult setup,
7:03but it might be something to look into.
7:04With instant forms, it's a really easy
7:06lift. Previously, I've recommended, "Go
7:09with more volume. Don't have any
7:11conditional logic. Reduce friction. Get
7:12as many leads as possible."
7:14But, I think we're now at a place where
7:16we're seeing so many poor quality leads
7:19come through with that setup, with the
7:21no friction, no conditional logic, uh
7:23more volume form type, that we're by
7:26default switching more and more accounts
7:28to this setup. Higher intent, require
7:30leads to verify via SMS, and also having
7:33conditional logic. Just remember, I just
7:35want to clarify, like, I've used budget.
7:37There could well be other options that
7:38would be more appropriate for your
7:39business. You could have multiple. It's
7:41like, they need to have this budget, and
7:42they also need to be in this location.
7:43That could be a really big one. So, you
7:45could have a question being like,
7:46"Whereabouts are you located?" And if
7:48they don't say they're in the area that
7:50you serve or where people are likely to
7:52come to you, if that's how your business
7:53is is is set up, then they can not
7:55become a lead. And then that trains Meta
7:57to only put your ads in front of people
7:58that are actually in that location.
8:00That's the feedback mechanism and that's
8:01how the system works. A great one for
8:03people that are struggling with
8:04generating leads outside of their their
8:06target area, which happens for a lot of
8:08people. So, give that a go if you're
8:09struggling with lead quality. Let me
8:11know how it goes in the comments. Now,
8:12if you're running Meta ads, you're
8:13already reaching a huge audience. What
8:14if you could reach your customers across
8:16the rest of the internet, too? That's
8:18where Criteo Go comes in. It's a
8:19performance marketing platform built to
8:21move your brand beyond a single
8:23advertising platform, reaching
8:24high-intent shoppers across the open
8:26web, apps, display, video, and social.
8:28Behind it is Criteo's AI, trained on
8:30over 2 billion shoppers and one of the
8:32largest purchase data sets in
8:34advertising. So, it's not just reaching
8:35a broad audience, it's reaching the
8:37right audience. I'm really impressed
8:39with how simple it is to get started,
8:41which makes it a great fit for smaller
8:42teams who don't have a marketing
8:43department or weeks to spare on setup.
8:45You can genuinely get ads live in just a
8:47few clicks. It's free to sign up and
8:49right now they're offering $1,500 in
8:51matched ad credits. That means for every
8:53dollar you put in, Criteo Go matches it,
8:55so you can properly test the platform
8:56alongside your existing Meta campaigns
8:58and see exactly what it can do. If you
9:00want to get your ads in front of more of
9:01the right people, the link to get
9:02started is in the description and with
9:04up to $1,500 in matched credits, now is
9:06a great time to try.
9:08Okay, so let me show you how you do this
9:09for sales campaigns. If you're
9:10optimizing for purchases, you might
9:12think, "Well, this doesn't apply to me."
9:14Yes, Meta's optimization system is very
9:16literal, but I'm already asking for
9:18purchases, so like, what could be wrong
9:21there? I think you can get more specific
9:23and you can train the system to get you
9:25more of what is most valuable to your
9:27business, which isn't just necessarily
9:29purchases in of themselves. So, let's
9:31create a new sales campaign.
9:34And then what we're going to do in this
9:36instance, we're going to jump to the ad
9:37set level as opposed to the ad level.
9:39And then once you're here, you want to
9:40scroll down to this conversion section,
9:42right? So you've got conversion location
9:43as website, which will be true for the
9:45majority of businesses running sales
9:46campaigns. And the default performance
9:48goal is going to be maximize number of
9:50conversions. Now we've got, you know,
9:51data set, example ad account, pixel. And
9:54then you're probably going to be
9:55optimizing for the purchase conversion
9:57event. This is an example ad account, so
9:58I've got all sorts of warnings saying
9:59this is inactive. Yours hopefully won't
10:01have that. But that this is like the
10:03default setup and what the vast majority
10:05of businesses running sales-based
10:06campaigns on Meta will have.
10:09But I think most of them should change
10:11this. And they should go from maximize
10:13number of conversions to maximize value
10:16of conversions. Now interestingly, you
10:17can see Meta is recommending this setup.
10:19That's because we're not generating lots
10:20of purchases within this example ad
10:22account. It's used for demonstration
10:23purposes. But there's a good chance you
10:25won't see that even if you haven't
10:27generated a lot of purchases. I'd still
10:29recommend now going with maximize value
10:31conversions. Just want to quickly
10:32highlight that in case you do. So what's
10:34the difference and why should you go
10:35with this one? Why should you maximize
10:37value of conversions instead of number?
10:39This will factor in how valuable a new
10:43customer is to your business in
10:44comparison to others and weight your ad
10:48spend in favor of those prospects, those
10:51customers that spend more with you. It's
10:54like, would you rather a customer who
10:55came through to your store and spent $30
10:57or one that came through to your store
10:59and spent $300? Now, most businesses
11:02selling products, tickets, whatever it
11:04is you're running a sales campaign for,
11:05will see big differences in customer
11:07values. Some customers spend a lot more.
11:10Some customers spend a lot more on that
11:11first transaction, others do so over
11:13time. There's a different ways you can
11:15assess differing customer values, but I
11:17absolutely want Meta to prioritize those
11:21people that are going to spend more. And
11:23if you don't have that selected, in
11:25Meta's eyes, their optimization system
11:27being very literal, the person that
11:28spends $30 and this person that spends
11:30$300 is equally valuable.
11:32And which do you think it's cheaper to
11:34get? It's cheaper to get more of the
11:36person that spends $30, so that's where
11:38Meta's going to funnel its advertising
11:40spend unless you tell it otherwise.
11:42Whereas if you say, "Look, I want value.
11:45I want return on ad spend. So if it
11:47costs you $10 in terms of cost per
11:49purchase to get a $30 sale, but it costs
11:52you $30 times cost per purchase to get a
11:54$300 sale, please do the $30 spend. Get
11:58me more of the $300 customer. That's a
12:00way better outcome for my business." But
12:02Meta wouldn't do that if you go with
12:04maximize number of conversions, like I
12:06said. In Meta's eyes with that setup,
12:08Meta sees them as equally valuable.
12:10They're going to go with the cheapest
12:11option. Value is much, much more
12:13important. Now in a minute I'm going to
12:15show you how to make this even more
12:15sophisticated, but before I do I want to
12:17make you very quickly aware of about my
12:18brand new Meta Ads course and community
12:21called the Ben Heath Meta Ads Academy.
12:23It's hosted on School, it's a fantastic
12:24community. I'm in there all the time,
12:26I'm literally responding to every single
12:27comment and post where people have got
12:29questions, trying to provide as much
12:31value as possible. It comes with over
12:33110 exclusive Meta Ads videos, content
12:36that's not available anywhere else.
12:38They'll walk you through a literal A to
12:40Z of Meta Ads, including advanced
12:43features that I don't talk about
12:44anywhere else, and there's a lot of
12:45value in the content. I also do weekly
12:48live calls Q&As where you can come on,
12:50ask me any questions. Basically a
12:51community designed to help you get the
12:53best results possible and a ton of
12:55access to me and my expertise. If that
12:56sounds interesting, there is a link in
12:58the description.
12:59Okay, so how do we make this more
13:00sophisticated, right? So we've changed
13:02for our sales campaign from just
13:04maximize number of conversions to
13:05maximize value of conversions, and
13:07that's going to allow Meta to divert
13:09more of your ad spend towards prospects
13:11that are likely to have a higher average
13:13order value. They're likely to spend
13:14more when they come through and buy. But
13:16that's not the only way in which one
13:18customer can be more valuable than other
13:20customers. There are, for example,
13:22repeat purchase rate discrepancies. Some
13:25customers will buy again and again and
13:26again. Some customers will buy once and
13:28be done. How can you let Meta know about
13:33the people that buy again and again and
13:35the fact that they're more valuable to
13:36business because those transactions take
13:38place outside of the attribution window.
13:42Meta literally can't see if someone
13:44clicked through an ad bought today, they
13:45can see that purchase. But if they buy
13:47in a month's time, Meta doesn't have any
13:48visibility over that unless they've
13:50interacted with ads again, right? You do
13:52that with value rules. So you can say to
13:54Meta, "Look, we've run the numbers and
13:55people over this age, they're worth 30%
13:59more to my business cuz they buy more.
14:01Or we found that women buy twice as
14:03often as men for this particular
14:05product. Please put more of our ads in
14:07front of them." And in this video here,
14:08I show you exactly how to get these
14:10value rules set up. One of my favorite
14:12relatively new features that Meta has
14:14added. I will give you the entire
14:15process. I show you how to get them
14:17right for your business, what are the
14:18considerations, all those things. And
14:20it's a way to get Meta to really
14:23optimize for what it is that you want
14:25most.
14:25>> [music]
14:25>> I want as much value as possible and I
14:27want it over time, not just today. So go
14:29ahead and check it out.

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