Transcripts
1. Introduction: Hello and welcome
to the workshop. My name is Rita. I'm a digital marketer and I
will be your teacher today. In this workshop,
we are going to see a life lead generation
campaign on Facebook. We're going to
optimize it together. And I will show you strategies
that you can apply it later on your lead generation
campaigns as well. These strategies
will work every time and they will help you
to improve your results, improve your cost per lead, and increase leads amount. So let's start.
2. Lead Ads Optimization | Workshop: Regeneration campaign
optimization. Due to recent
updates on Facebook, you can't see the results on
the campaign level anymore. And in order to see the amount of lists
that were generated, you need to go to Ed's level. So that's what
we're going to do. I'm going to select
this active campaign. Right now. I am at Ad Set level, as you can see on
this tab right here. And these are my results. I still can't see the
results down here. Maybe in your case,
this is different, but since I have a lot
of different assets, I don't see the summary
and this is not really comfortable way
to look at things. So what I'm going to do, I'm going to click on Results. It will be organised. So I have a free ad
sets with results. I'm going to select all of them. And I'm going to
click here on Filter. And I'm going to
filter by selection. The summary is ready and
it's easier for me to look at the data right now in order
to optimize my campaign. First thing that
we're going to do, we're going to make sure that our time range is
at least two weeks. I'm in August right now, so I'm going to look at all
the data for this month. Then I'm going to organize my
view so that I will receive all the data that is needed
for me to make a decision. What do I mean by that? Right now, I see results
reach impressions. I need additional metrics
in order to understand if this is successful or if I should make any
changes and so on. So in order to add
metrics to this table, I need to go to
columns, costume, and then need to
create a custom view. I'm going to go to custom
columns on my right, I have all the metrics that are presented
to mirror it now. So I'm going to go
through it and see what do I need for
my optimization. And if something is missing, I can edit from the menu
in the center right here. So first of all, let's go
through the right column. Delivery at setName,
be treated you budget, I need all of these
less significant. Edit. Told me that right
now attributions setting don't need results, reach impression,
cost per result. I will put it near
the result itself. Quality ranking. It's only relevant for the ads, not for the outset, but I will leave it
right here since we're still going to
check the ad level. Engagement rate, not relevant for lead
generation campaign. Conversion rate also not relevant because
we are measuring leads and conversions
amount, spence? Yes, it is relevant. I will move with upper and and schedule
doesn't really matter. And frequency, frequency is actually very important metric. I will move it right to
reach an impression. And there are a lot of things
that are missing here. I need to add few
more parameters in order to see the whole picture. So what I recommend
to add is Clicks, Clicks or CPC, CTR, CPM. If you don't see it in the list, just type it right here. Now, I'm going to
arrange it so that it will be more comfortable
for me to look at it. But if you want to
live as as it is, it's not a problem. So I'm going to move CPM
near the impressions than CPC CTR clicks. Another metric that I love
to use is conversion rate. It actually helps
me to figure out if campaign generates enough leads. So it's very good
metric to have. But the problem with
lead generation campaign that it needs to be created because you don't
have it inside the columns. You have on the conversion
rate for conversions. Conversions, meaning
leads that you collect on your landing
page or on your website. But the point is the same. So in order to create, you need to click on
create custom metrics. You need to name it obviously convergent for leads,
lead generation. And now what you need to do, you need to type bleed because it's an existing
metric on Facebook, you need to divide
it by amount of clicks, divided by cliques. I will divide it by clicks all then in format on your right, you need to choose percentage. And that's it. You need to click on
create the metric and it will appear in your custom
metric stress here. You're going to choose it. Here it is. I will move it up. So it will be easier for me to see what is my
conversion rates. Here, it goes near the results. And then if you want to
keep this view so you won't need to go here and
change everything each time. We just need to save it as
a stipend name or a number, whichever works for you. And then just click apply. The next step that we're
going to do is to look at the general data and go in to see if there's something
wrong with our campaign. If there is something
that we can change right away in order to
improve our results. So what I'm looking
at, first of all, the results
themselves, right now, I have a free ad sets
and only one of them is reaffirming greatly than the
other one has only ten lids. But the conversion
rate is still good. It's nine per cent. And the third one is off. So it's not really
relevant for me right now. Price per liter is really
different between those two, is 1234 and this one is eight. So in order for me to actually improve my
cost per result, I can shut down this
ad set immediately. That way, I'm going to improve the final price per
unit right away. The next thing I'm looking at is my reach and impressions. I need to make sure
that the difference between reach and
impressions is not that big. In this case, I see that
it is starting to grow. I have almost 10
thousand impressions, but only 6 thousand
people reached. What does it mean? It
means that Facebook is trying to show my ad to as
many people as possible, but not everyone is actually
interested in that ad. Either my target
audience is too small or my target audience isn't the correct audience
for this offer. In this case, since
I do have a lot of leads generated from
this specific asset, my target audience is correct, so I'm not going to
change that just yet. I'm going to look at the rest of the data to understand
what's going on. Frequency is 1.49. It means that I almost
reached all of my audiences. One frequency reaches two. It means that I'm
showing my adds to the same audience twice. If people didn't feel the
lead for the first time, it won't make me any good to
show them this form again. So what I'm going to do, I'm going to click on
this ad set and I will go in to see what's my
estimated audience size. So I'm going to click edit. The size is
unavailable right now because I'm using
lookalike audience. In this case, I can see that 6 thousand people is
really a small number. I think I have more
people to target there. So what I'm going to do, I'm going to raise my bid. So this Facebook will
have to show my ads to more people and not just stop at this 6 thousand right here. So I'm going to click elites. And now in optimization
and delivery category, I have cost per result go. It's optional, but I can actually change these numbers
so I can change the bid. Right now, my price
per unit is about $8, so I'm going to beat ten. And that way I can
guarantee that facebook will show my
ads to more people. Buying myself more time. What else can I see from
these metrics here? I can see that my CTR
is actually very good. It's almost nine per cent. It's an amazing
CTR for Facebook, it's usually around 1%. So when it's high, it means that my
ads and my offer are extremely relevant
to my target audience. I'm paying $0.63 for one-click, which is a decent price. And since my CPM here, which is cost per
100 impression, is too high, it's like $55
per 1 thousand impressions. I think it's fair to
pay $0.63 per-click. The next step in my
optimization process is breaking down the campaign,
but different parameters. That way I can have a deeper
look into my campaign and understand what's
working and what's not. And probably get some
information that will help me to improve the
results right away. So I'm going to click on
this arrow right here. Breakdown, I have few
different options. What I'm going to use for this optimization is
the simplest one. I'm going to start
with by delivery. And I'm going to choose H. Since I have only one
ad set active right now, I will go ahead and filter it out just by clicking here
and filter by selection. So I don't really
need the data from other assets are in need the
data just from this one. So what does break down by age? Gives me, I can see
that people from age 35 to 54 are actually the majority of
people that we're applying. This age groups, the
top-performing age groups. And I would like to
leave them even if this age group from 25 to 34
has a good price per result. But the age group
of 55 and higher, I can see that I'm spending too much money for
this age groups. They're not really generating
a lot of results at all. So my decision for
this asset will be to exclude ages 55 and higher. I'm going to leave 25 in, even if it's not generating
a lot of fleets, price per lead is very good, so I'm going to
leave it as it is. Then the next metric that I'm
going to look at is gender. You can see that lease for males are much cheaper
than for females. But in that case, I have more leads from
females than males. So basically, I don't really
have any reason to exclude either one of them because
there are matching each other. I still have leads from male, but there are cheaper and I have more or
less from females. So I'm not going to
exclude any gender. I'm going to leave it as it is. But if in your case, you do see the
obvious difference, you should just
exclude one gender. Don't worry, they would
not know about it, but you will save
money on your leads. Then another thing that I would
like to see is placement. In placement, I can see
that my eyelids are mostly generated from Facebook
feed, From Mobile up. I do, however, have one leads that are generated
from video feeds. And it was super expensive. Comparing to other leads, to leads from Instagram to lids, It's not really a big number, but the price per
unit is decent. So I'm going to
exclude video feeds. And I'm going to
leave Instagram and Facebook feed in my
break down menu, I have a lot of different
metrics that I can look at if it's relevant to you and you are running campaign
in different countries, you should split your
campaign by country, by region, by platform
if it makes any sense. And even by platform and
device, in some cases, you can see that you're making better results on Android
and not on iPhone. So it makes sense
to actually look at the data and really
dive deep into it. Eventually, you can
use it to optimize your campaign and
improve price per unit. When you're done, just
click on break down and click on Clear breakdowns. So you will receive the
original look on your ad set. Next step for our
optimization process is to go to Add level. You can either select this
ad sets and click on it, or you can just go to Ad
Set level on Add Level, click on Results to
organize all the results. I have a lot of ads, like 193 of them are active
and generating leads. The process here is the
same as we did for asset. We're just looking
at the results. In order to make this
look more comfortable, I'm going to select this, adds these three that are actually generating results
and go into filter them out. Now, I'm going to look at the data on the price here
per lead is pretty high. It's actually twice higher
than for other EDS. And that conversion rate is almost similar between
three of them. So in order to
improve my results, I can actually try
turning this off. I know that this ad has generated 80 per
cent of my results. But in either case, Facebook is not built in order to test all of my ads equally. When it sees one
ad that performing goods is testing out
on the desk at means that all of my budget is
shifting towards that adds and other ads are
not getting their chance. If we're going to look at
the amount that we spend, we're going to see that this has definitely spend
a lot of money, while others didn't actually
receive any budget at all. Almost any budget like this, I'll just spend $6
or even not $6, but generating both needs. So I would like to give a chance to this adds to fight as well. Since they have such
great conversion rate, I think they're
really potential ads and they can generate
good results for me. Now, I'm going to look
at the frequency. Sometimes it happens
that one ad is shown too often and you can
turn it off CTR. This ad has definitely
amazing CTR. But these two have also
CTR or higher than 7%, which is also great
for Facebook. So I'm not going to
make any changes. My decision is final. This ad is turned off
while these two are going to have their chance and going to generate some leads for me.
3. Important Points: Thank you for watching. I hope this class was helpful to you. Don't forget to save your
filters and save your column preset in order to use them
next time when you optimize, don't forget to set up your
time range for two weeks, at least, to see all the metrics before
you make any decision. And good luck.
Rita Zinger, Digital Marketing Expert
