Transcripts
1. Class Introduction: Hi there. My name is Rita. I'm
a digital marketer. I work in this industry for
more than 12 years now. And in this course, I've collected my strategies
and my techniques to help you out optimize any
of your Facebook campaigns. It means any with any
campaign objective. In this course,
you're going to learn the key metrics that you should know and use in
your optimization process, and also different
features to use on Facebook to make your
optimization process easier. So what are you waiting
for? Let's start
2. Key metrics that you should know: In this video, we're going to go over key metrics that you should know before starting with your optimization process, it's important to understand what are you basing
your decisions on, why you should keep
some campaigns on and some campaigns off. And how you can improve your results by just looking
at the correct metrics. Let's see. First metric is impressions. Impressions are number
of times your ad. We're on-screen. It means that I can see this as three or four times and it will still be count as impression. If I will see ads
for four times, for example, facebook
will countered. As for impressions, reach, the definition has
changed a little bit on Facebook and now it says reach gives you a measure
of how many I count center accounts were exposed to your message during
an ad campaign? Account center accounts
sounds a little bit unclear. I will explain. Account
center accounts means your personal profile. We said that impressions can be counted multiple
times from one user, while reach can be counted
just onetime per user. It means that even
if I'm going to see your ads for free times, it will be counted as one
reach because I am one user, one account Center,
account results. Results. It's pretty obvious. It's the number of times
your ad achieved an outcome based on the objective and
settings you selected. Result rate, the percentage
of results you received out of all the views of your Ad. It's a very important
metric because other than just looking on
the price per result, it's important to understand
what is our result rate. In some cases, we can see that price per result
might be great, but result rate or
conversion rate is low. And that's how we base our decision when
we do Optimization. Spm, the average cost per 100 impressions,
it's pretty simple. Clicks, the number of clicks, taps, swipes on your Ad. Cpc. The average
cost for each click. Ctr, the percentage of times people saw your ad and
performed a Click. This is very important
metric because it can tell us if we are targeting
the correct audience, the higher the CTR, the better our results
are going to be. And we're going to see that
in our optimization process. Frequency, the average number of times each account
center count. So you add, it means that if I'm going to see the same
Ad more than one time, the frequency will go up and
we need to keep it down. The frequency row is this. Frequency can go
higher than two. Otherwise, we are
going to pay more for our price per result and our
audience won't be happy. We need to refresh Ads
or we need to lunch a different campaign
to reach new audience
3. Start Optimizing with Column Customization : In this video, I'm going
to show you how we approach facebook
Campaign Optimization. This approach will work for every campaign objective that you're going to use on Facebook. And we're going to talk
about specific adjustments for different campaign
types later in this class. So where do we start with
our Campaign Optimization? First of all, we need to make sure that we are able to see all the data that we need in
order to make a decision. And in this video, we're going to get familiar
with customized columns. Columns. They're actually
different metrics that we are able to
see on Facebook. And as they are helping us
to decide if this company successful and to see what kind results we're getting into,
optimize them accordingly. Customize columns
are right here. Here are three lines and
we have different columns. Facebook already has different
columns to offer you. But I like to work with my customers columns
because I add all the information that
I need all the time in order to see if campaign
is working or not. These fields are grayed. But just for a quick
preview, for example, if we're going to choose
engagement campaign, we are going to see PJ engagement paused
reactions and so on. Just a quick you,
as you can see, there is no cost here, no grades, rate per
result and so on. So there are a lot of
metrics that are missing. And same thing goes for traffic. It, we're going to use
this column by Facebook. We have the data here, but it's super limited. It doesn't really provide us everything that we need in
order to make a decision. That's why we're going
to create fields and we're going to use
customize columns. So right now, let's
see what do we need to have a, have a delivery. I'm going to leave
this one because it's important to know
if your companions active or is already off or it's been rejected
by Facebook. Amazon spent is also
very important field, but I'm going to move it down. However, I will add at setName and I will drag it
from down here to up. And now the budget, budget is my budget right now. It's a good field to have
because it's possible to change it from
the first view and not by clicking on Edit on your Ad Set or campaign
than impressions and trich, I would like to have these
two fields together. Amount spent to go after budget. I need to see it
right away to see if I'm not overspending
and so on. Cpm is also very important how much
we're paying for 1,000 impressions is going
to be underneath impressions and Trish frequency. It's good magic
to have CTR, CPC, link clicks, attribute settings don't
really needed results. I need results up
here and results, I will add result rate to see if my campaigns is
actually successful. I'm going to look for
result rate in performance, result rate and going to
get it under the results. And obviously one
thing that I'm missing here is cost per result as well. So I'm going to scroll to
see where I can find it. If I don't see it right away, I'm just going to type it here, cost per result, and apparently
it's down in my list, just didn't see it. I will put us up. Now. I know that I'm
missing something. I definitely need to add clicks. Go at it right here. What else? I can leave
this metal here. It will show me when my
campaign is scheduled to end. I also like to have different page engagement
metrics here just to understand if my
post is working goods, so it saves and shares. I would like to have. I also like to have messenger. I would like to know if
my campaign generates engagement and people are
sending messages via my ads. So these are the
metrics that I would like to have a for my
Campaign Optimization. Once I'm done, I'm clicking on save the preset and
just naming it. I usually just type
a number here, 123 and so on. Or if these metrics are for
specific campaign objective. So I just type the Campaign Objective name as my preset name and saving it
4. First Level of optimization - Campaign: In this video, I'm
going to show you how I optimize my campaigns on Facebook and was the
right way to do so. Since on Facebook, we have
a free different tabs. We have Campaign tab, we have Ad Set up and Ads. Each tab has its different
optimization that ticks. Each tab is different, each tab is actually
different optimization level. I'm going to show you how I optimize my lead
generation campaign. I have three different
campaigns here, and they all generate leads. This is TOB Number one, level number one,
it's a Campaign tub. I would define it
as a macro view. I can see total amount of
leads, my result rate, and I can see the
cost per result. And that's what's
interesting here because these are lead
generation campaigns. The data that I'm looking at
is at least for two weeks. I'm not working on yesterday's data because
it's not enough. I'm looking at all the data
for the last two weeks. So right now at my macro level, it may Campaign level, I have 128 leads. Might General result rate is 0.12 and make cost
per result is 17.42. Now let's look at each
campaign individually. I can see that my best campaign
generate leads for 11.14. And my worst campaign, the most expensive one
generates least for 22.96, while they're result
rate is the lowest. So if I want to optimize
it on Campaign level, the smartest drink
for me to do is just to turn off this campaign because they're results
that it generates are the worst and the
price is the highest. So if I want to improve
my cost per unit, this is what I can do. Just turn off this Campaign
and live the other two. Why should I leave this one? Because they're results
rate is actually not as bad and I can probably make it
even better on the next level. When I go to the Ad Set
5. Using Filters : In this video, we're
going to see how we use filters and
different features on Facebook to help us out
with our optimization process. So if we have account with a lot of different
campaigns that are active or they've been
running for some time now. And we want to look at
one specific campaign or few specific campaigns and don't want to receive data
for other campaigns. What we can do, we can select these campaigns
or a Campaign, and then we can use
filters to filter it out. So we're going to
click Select Campaign and then we're going to
choose filter by selection. As you can see, the data
that I am seeing right now is just for one
campaign is Summary. Now let's see what other
options I have here in my filters that can help me
with my optimization process. There are different metrics
about Campaign metrics. For example, I would like to
receive campaigns that were active for awhile or have a certain amount
of impressions. I can just choose
campaign metrics, impressions and type in the
number that I'm looking for. For example, 100. Don't forget about
the time range. For example, this month. And I'm going to receive all the campaigns that
were active and have generated more than 100
impressions in this time period. Period is very important
because sometimes you are not changing it and
receiving the wrong data. So make sure you
are using Filters. The custom time range. Filters are also allowing
you to search Campaign, Ad Set, and Ad by name, by it. There's also filter
for delivery. You can just filter it out by active or inactive
error and so on. There is a filter by objective. You can filter out
campaigns by objective. There is even filter
for placement. You can filter out
campaigns that are using specific placements.
6. Second Level of optimization - Ad Set: In this video, we're going to proceed with our Optimization and we're going to go to
level two to Ad Sets. Since I usually test a
lot of different Ad Sets, it means targeting
in one campaign, at least five different
targeting options. I can't really just select all of my campaigns and
go to Ads up Level. I need to select my
campaigns one by one. I'm going to start with the
most successful campaign. As you can see, I have for
different assets while just to them active in the
last two weeks and they have generated
different results. Might total result rate is 54
leads for 11.15 shakiness. But if I'm going to review
each asset individually, I can see that this Ad
Set as actually Germans, the better results than these assets and better
results by at least 50%. It means right away. I know that the
smartest decisions for me to do is just to shut this Set down because that
way I can save money, generate more results
for lower-cost. So this is my optimization
process for level to another step that
I'm doing in order to improve my results for at Set is to look at
my audience and to look at different
targeting options by using the Breakdown menu. The Breakdown menu allows
me to see my data by time, by delivery, and by action. What I like to do, I like to use the
deliver option. And first thing that
I'm looking at is H. By the way, as you can see, I have a lot of data here
because I have multiple assets. So since this asset
is already off, I don't really need
to look at it, and this data is just
messing everything up. So I'm going to select this Ad Set and I'm going to filter it out because this is
the only asset that I would like to check right now, when I broke my Ad Set by Age, the most amount of
leads were generated actually by this age group. But if we're going to
look at the result rate, the result rate isn't that
different for all of them. The difference is rarely minor. And I still generate leads for, well, not a bad price is not a big difference
between all of them. I'm not going to change
anything at this moment. I'm not going to
decrease the age group. But if you are seeing
the huge difference, That's what is going
to be my next step. I'm going to select
this Campaign and I'm going to click on Edit, go to go down here to Age, and I'm going to decrease it in order to actually
generate better results. Another thing that I'm going
to check is my Gender. In this specific case, I'm not targeting
any females, sorry, girls target they
only males because this is a product for men only. But if you are seeing difference
between men and women, usually leads that are
generated by women. They are expensive. Or maybe your
product isn't really for all the genders and
is just for specific one. And that's how you can figure it out by breaking down your data. By gender. Another thing that is useful, country or region in case you're running campaign in
different countries. I also like to check platforms. If I'm using Facebook, both Facebook and Instagram, it's easy for me to see that
one Platform is doing better than other and I can
exclude that from Wiseman. Another thing that I'm using for my optimization is
breaking down by time. And usually I start by breaking out by date to see
any partners here. For example, sometimes I can
see that price per lead is going up on a weekend and it's going down
again on Monday. So if that's really
a case, let's see. 6.5 is not really weekends. But if I'm going to
continue running this campaign and
I will see that, for example, Monday
isn't really by day. So I will consider turning off my campaign on
Monday in order to save me money on degeneration and
turn it back on on Tuesday
7. Third Level of optimization - Ad: In this video, we're
going to review the final level of optimization
process, the Ads Level. I'm going to choose my Ad
Sets and by clicking LET, I will go to Ads level. And this is my final
level for Optimization. For as level as well. I'm testing more than one
Ads at the same time. Usually it's up to
five different Ads. And you can test out different creative types,
different headlines, and different Hopi, as
well as different CTAs. So if you don't
have really a lot of different creative support, the same Ads, test
out, different titles. If you don't have different
copier for the Ad, test out different CTA buttons and see how they all perform. It will be easier for system
to collect data that way and easier to make a decision which is actually
performing better. So in this case, I have five different Ads. My columns are still the same. I'm looking at the
same metrics as a deed on the campaign
and Ad Set level. I'm I'm looking at the results, at the result rate
and cost per result, as well as on other parameters. So in this case, I'm looking at to Ads that were active
in the last two weeks. And I can see that only
one Ad is actually killing it because it has a 33 leads and the result
rate is really great. While the cost per
result is low, it generates least just by
seven point when to free. It means that In need to turn of these Ad that generates
leads for a higher price. Right now, this is going
to be my optimization. Now at this level, I'm also going to check
other parameters, since I already filtered out
everything from campaigns, from Ad Sets, and I'm
at my last level. It means that it's time
to look at other data. It's time to look
at frequency two. She grew out that right
now it's already to 0.61. It means that it's
been running in loops. And I need to refresh something
or to change my audience, change my beat because soon
enough it will stop working. Since everyone already said, how do I know that I need to change my audience
or change my bid, my impressions for
this add 11,709. I need to check what is my
estimated audience size in order to know if I still
have some audience to go. And if I do, I simply increase my bid. And if I don't, I need to launch a new creative. I will go to my audience, I will click on Edit. And I can see that my estimated audience
size is actually huge, is 140,000 people entered means that I didn't reach even ten per cent
from this audience. That means that I
need to increase my bits and let my Ad to
run a little bit more. As is acting very good
because the CTR is amazing. The diversity are
on Facebook is 1.5. And fully duration to have
a such a big CTR means that my price is really good
and my result rate is good. It means that my audience
understand this ad. And if I want to refresh
creative, for example, I would need to use
the same creative, in this case is a video ad. And I need to use the same
creative and just to change title or can see a change
a copy little bit, not change drastically
but to make some changes so it
will look fresh. Now, let's see other
parameters here. I can see that I have
different comments on this Ad. People are saving it
and even sharing it, which means it really
successful Ads. So at this point, we really got the
maximum results from these optimization process. We got from 21 checkouts
leads to 7.23. That's what we did. Just now, improved our
cost per lead drastically. And the next thing
that we can do in order to maintain
the same level of success is to duplicate this Ads at different
cities, at different titles. And to increase a bit
for our active Ad Set.
8. Real Life Optimization process: In this video, I
would like to show you Life example of how do I use what we have learned in previous lessons in order
to optimize my campaign. Right now, we are looking at
lead generation campaign. This is lead generation
campaign that collects leads into
the Facebook form. And I will show you how I
optimize these campaign. First of all, I'm going
to customize fuels. You can see that my menu here
is a little bit different. Facebook has already updated
just the visual interface, but all the other metrics same. So I'm going to choose
Customize Columns. I'm going to get rid of different metrics
that I don't really use. Less significant edit and
attributions settings. And I'm going to leave
delivery Ad Sets mid strategy. It can stay, budget, amount spent going to be here, reach impression,
cost per result. Quality ring, no engagement now. And all of these, I'm going to get
rid of frequency. Result rate are very
important metrics to have. Cliques, CTR. And I'm going to add different
engagement metrics. And I also want to add
messenger metrics. I would like to save that. I will call it engine. Now, let's filter out the campaign that I
would like to check. I'm going to filter
these Campaign outs, filter by selection. And I would like to see all the data for
this specific month. My general data says
that I have generated at free leads for 29 shackles. I'm going to go in and see if I can improve this in any way. I have five different Ad Sets. And you can see that conversion rate is almost
the same for all of them, but price per lead is really
high for some of them. And some of these Ad
Sets are already off. But let me see if I
can reuse them again. My current assets is providing
me leads for 26 circles, but I still have
here one Ad Set that was not that bad with good conversion rate
and price per lead, that was slightly higher, I may consider to turn
it back on in order to generate even more leads
until the end of the month, I have only one week left. So I would like to experiment
with different options. I will turn it back
on and I will go deep dive into these
would work in Ad Set. At the Ad level, I have 12 different Ads that
our testing this month. And not all of them
have generated a results on the
few of them have. And one that has
generated 16 leads. I already turned it off because
lead price was too high. Right now I have
for different ads running and they operate image generated for the same price. That difference,
isn't that a drastic? This Ad that has
generated just one lead for low price can be relied on. It means that I can't really use only these Ad and
turn off everything else because I need to look at other parameters like
reach and impressions. As you can see, this ad
reach only 100 people or so. That's why I can't use
these Ads as the main Ads. For this purpose, I needed
to generate more results, at least to get 2000 people. That's how I know that it
reached enough people. And if it will still generate
leads for that price, that will be one
winning ad for me and I will turn off other Ads. But I don't think that
this is going to happen. Let's see the CPM that
I'm having for other Ads. This Ad that currently my winning ad with the
highest conversion rate has CPM of 54 shackles
per 1,000 impressions. It's the most expensive Ads, judging by the CPM. The other Ad that has
generated at least for 23 shackles has a CPM of 42, which means that it's a
little bit cheaper and it still has a lot of potential. And the cheapest Ad that you didn't reach an
audience hears it, has CPM of 37. It means that if we're going
to reach 100 impressions, we're going to pay less for
these impressions and perhaps we can still generate
leads for the same price. You can see that for Facebook, it really doesn't matter what
kind of creative I'm using. If we're going to
compare these two, I'm going to select them
and filter them out. The only difference
here is my coffee. The coffee. Coffee is a slightly
different copied. I'm targeting the same
audience with this Ads, but the CPM is different. And if SPM is different, it means that my price per
result can be different. It's that simple. I also can take a
look at the CTR. At this point, you can see
that the CTR here is high. It's much higher than
CTR, these first Ad. And that's why the price
per unit is lower as well. And we always need to
aim to higher CTR. That way we will get better
results on our advertising. Let's get back to the previous
Ad Set that we turned on. I'm going to check this
Advertising here as well. And I can see that I have
a lot of ads running, basically, all of them. I need to turn them off. I don't have the
budget until the end of the month to spend
on experimenting. My goal is to generate as many leads as possible
for the lowest price. At the moment. I'm going to turn this Ads off. And you can see that
we have also for, as that are generating results, I know that 30 shackles
per lead is too high. I'm going to turn this off
and I'm going to leave only free Ads that generating results for
normal price room. Let's take a look at
other parameters. You can see that CPM
here is very high. The ad that has generated
need for just 1.1, 0.52 has the highest
CPM from them all. It means that the
city Arish should be crazy and Please take a look. Other Ads are generating CDR in range of 1.35 to and even free. The Ad that has generated the best results
has CTR of 10.53. However, I cannot rely on this Ad as well because
it didn't reach a lot of audience and need for
it to run a little bit longer to reach more people. And that's how I can tell if these Ad works properly or not. So right now, what we did
minimized our active Ads, minimized spent on this Ad Set. And we make sure that only
good work in as our life and generate the results at the normal price that we
are looking for right now. This is how usually my Ad
optimization process is going. When I'm testing multiple
ad sets and multiple Ads, I'm looking at all the levels
and I'm trying to exclude as many Ads and as many
Ad Sets as possible in order to improve my results
for this specific campaign. I'm not going to break it down because this campaign is
already targeting only women. And they targeting women
from one specific region. The only thing that
I can improve with my current assets is H.
Let's take a look at Age. I can break it down
by age and see who are my best
targeting audience. I can see that my best results are
generated by people from 35. I should exclude younger people. I should exclude younger people, but I should leave older people. I will increase the age 35. And I am going to click on publish in order
to save my edits. And I'm going to clear my
breakdowns when I'm finished. And this is a my optimization
process for today.
9. Real Life Optimization process | example 2: In this lesson, I'm going to
show you another example of optimization for lead
generation campaigns. These are both lead
generation campaigns, but one of them is
generating leads to the landing page
and another one is generating leads to the lead for usually when it comes
to lead quality, It's a common knowledge that lead quality is much
better when we're using lending page rather than lead generation because people
are actively filling in the details and they read information that we
have on the lending page. But in some cases, leads from the
lending page are much more expensive than leads
from the lead form. As you can see in these
first preview on my screen, lead generation has generated
leads for just 24.38, while London page has
generated just seven least 56 nice from the first local that you're going
to tell me to turn off this landing page Campaign and just live regeneration campaign. But looking at this
data is a mistake. When I first started to run
both of these campaigns. At the same time,
London-based campaign didn't generate
any leads at all. My creative, my Ad, my offer is the same
for both campaigns, but one is sending people
to the London page and another just shown them a
lead form with auto pre-fill. All of their details are
there and they don't need to work too hard to
fill in those details. And I felt I can still receive leads on the
landing page as well. So what I did, I
optimize my London page. Instead. I basically decrease
the amount of texts that I had on the
lending page and move forward the form
and that's when I started to generate leads
on my landing page. And it means that I didn't
start them from the one, but I am still generating leads. And since the common knowledge
is that lead quality on the landing page is better
than for lead generation. That's what I want to do. I would like to receive leads on my lending page instead of
my lead generation form. So let's see if we're going to choose seven days
instead of one month. The price is still up. But let's dig deeper. I'm going to go to my
London page campaign. As you can see, I have
only one Ad Set here. I'm not testing
anything else because I know for sure that
this audience is working and this is very specific audience that I'm looking for
in this campaign. So the next step is my Ad. For my Ads. You can see that I had two
different ads running. And let's see what's
going out with my KPIs. Both of them have
generated leads. Both else generated leads, but only one Ads
adjourning that leads for actually decent price and conversion rates is
not so bad as well. So my price per lead is 35. Former landing page and mole
conversion rate is 0.13, which is not that bad. Let's see other details here. Cpm here is lower
than for this Ad 46, I got 94 clicks and price per click that
I'm paying here is 2.24. It's not a minimum CTR and it's higher than average
CTR is to present. I'm going to live to
Set and I will add to generate the maximum amount
of lease as it can right now, my optimization process
is done here because the ad that is not
converging is already off. So I'm going to get back to
my lead generation campaign, the one that generates
leads to the forum. The price here is definitely better and conversion
rate here is better. So let's see what do we have? I started to run the
duration can print first, and that's where I tested
all of my audiences. Let me show you. I had a five different
assets and each of them has generated
leads for me. But the price per lead was different, difference in price. And let's see why
is This happened in the CPM is the same. And this is almost
the same as well. Since all the KPIs
are super similar. At this level, I
need to go further. I need to check my Ads and
see where I can improve them. Five of my Ad Sets are different
targeting and it can be that different people react differently to
different creatives, two different ads in
different offers titles. And that's why might
Optimization process for these Ad Sets needs
to be from the Ad level. So let's just choose Ad Sets one-by-one and
optimize their Ads. Been testing a lot of ads
for each Ad Set as well. I have 12 different as, and most of them are working. Let's split it by result. So if we're going to
look at the result, we can see that this is my
winning it just for 25. Nice. And this one
is generating leads. The conversion rate is much lower and the price
here is super high. So this Ad is of, now, this ad is very
potential hours. We also have a very
potential Ads that has Jennifer five
lists for 13 years. This Ads also have potential, but the pressure is higher, so I'm not going to risky, I'm going to leave only as
they've been generating leads for normal price with the
highest conversion rate. Let's get back to other Ad Sets. I'm still splitting it by the result because I
have too many ads here. So I need to look at
the result rate to decide whenever this Ad
is working for me or not.
10. Course Summary: Congratulations, you got
to the end of this course, and I hope it was super-helpful
to you and you're already getting better
results from your campaigns. If you did and you have grid
experience with this course, I would be more than
happy if you can share a positive review
for this course. So that might use your
students could see as well. If you still have any questions, you can book a frequent
siltation with me via this link. Thank you for watching
and assume the next one. Goodbye
Rita Zinger, Digital Marketing Expert
