Facebook Campaign Objectives DON'T Matter Anymore...
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- เผยแพร่เมื่อ 1 ส.ค. 2022
- It seems crazy to say this but Facebook campaign objectives don't really matter anymore...
The Facebook optimization for ad delivery section is far more important.
In fact, when it comes to Facebook ad campaign optimization and machine learning, the Facebook ad objective and conversion location are only really important in that they narrow the list of possible Facebook optimization options.
In this video I explain what this all means and which Facebook ad campaign objective settings you should be using.
#facebookcampaignobjective #facebookadoptimisation
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Thanks for watching guys! Let me know what you think in the comments.
I've been asking a Facebook manager about it a lot. He couldn't explain why they have the same optimization goals in 4 campaign goals 😂
Great advice! I think what's sad is that facebook, google, and other platforms tell you in their learning programs to take a full funnel approach (brand awareness->lead gen->conversion) and it never performs as well as just starting with conversions. In fact, remarketing to a brand awareness audience usually gets me 0 conversions but a high view rate. I wish they didn't mislead advertisers like they do. They would have a stronger community and they would get better results. I always go back and forth between those 2 approaches when I'm not getting results, and I always get better results starting with conversions. They basically encourage you to waste money : ( Thanks for being a guiding light in the arena!
You're very right
Thank you so much Ben, I hadn't created ads in a while and was about to create one and this video was suggested to me and I'm so so glad I watched it before I created my ad! This was game changing information! thank you!
You're very welcome!
Fantastic information!
What exactly would you recommend to optimize for to build data for a new ad account/pixel?
Using conversion optimization for a new ad account produces very low reach, assuming because there’s no data to work with!
I would love to hear your thoughts!
Pretty soon facebooks just going to have one objective: give us money and just trust us we'll get you conversions. 🤣
Haha 🤣🤣🤣🤣🤣🤣 exactly
'trust me bro' - zuckerberg
😂😂😂
Imao thats so real ;D
@@oa6551 JAJA
Hi Ben! Absolutely loving your videos, so much info. Do you have any advice for ads linked to a landing page that then redirects to an actual website - ie if I were to set my optimisation to conversion (which would not happen because it is solely a landing) would that make the campaign cheaper as such? Let me know if you have any videos on campaigns for landing pages that is linked to a website. Thanks :)
woow! Thanks for the impressive content!
Just wonder have you tested out the performance of Traffic (Landing Page View) vs Conversion (Landing Page View) campaigns, do they have big difference?
And for the Engagement objective, as previously we won't run video ads with Engagement objecitve, have you tested to see if Video ads work with Engagement (Post Engagement) - ie most engagements can still go to the ad instead of video views under the new ODAX framework?
thanks!!
Hey Ben, would be great to see a video on Instant Experiences - I haven't seen one on this channel yet. Would they be good for gaining a bit more data on the customer on-platform before they go to your site or are they more trouble than they're worth?
Hey Ben, thanks for the great video. Just to confirm, is there no difference between traffic (with destination whatsapp and delivery conversations) and engagement (destination whatsapp and delivery conversations)? I seem to be getting very different results when i use the two? I would like to create whatsapp ads that drive for conversations but get very bad results with the engagement objective.
Hey Ben, do you have any videos on upselling with Facebook? I.e., do we optimize for the initial opt in for our campaign, or after the upsell?
Hi Ben, thanks for the great video. I'm selling products directly through Messenger, what "campaign objective" should I going ? Engagement/Sales ? For the "Optimisation for ad delivery" should I choose "Conversations" or "Messaging Conversions" ?
Would very much appreciate your opinion, thank you!
Extremely useful ! Thank you very much.
Glad to hear that :)
Nice video thks for the info ..... I have a question, what will you recommend for streamin a song, I'm using toneden to get plays on spotify ..... any advices ot tips it will be very helpful ..... thks again
bro the best and realist out here forsure!
Appreciate that :)
This was very helpful, thank you Ben!
Glad it was helpful :)
This very timely video. My question is if my campaign is conversions and it will happen on messaging apps. How can I trigger the conversion event if I close the client in messenger? Should I give them the link to visit to trigger the conversion event?
Hi Ben, can you help me please with your advice. Earlier I was running Messages objective campaigns for my local service based business using only instagram placement and it was working really well. Now I created a very similar campaign with a similar creative with a similar offer but now using Engagement objective since there are no more messages campaign objective and my results sucks now. Do you also think the problem is probably in the Engagement objective and what would you recommend? 🤔
I literally almost 99% of the time, get to learn something from your videos. :D
Happy to hear that :)
Interesting, that makes complete sense. Thanks for the clarification!
Glad it was helpful!
Thank you for the video. I have an 8 minute video to promote a large album on Bandcamp. It loops the visual aspect every 60 seconds, but it has music changing throughout. I imagine that most people will not sit there and watch the whole video. I am hoping they will be intrigued and click the link to the Bandcamp page after hearing a couple snippets. Do you have any advice about campaign objectives/settings for this situation?
Hi Ben, I have been watching your videos on Facebook advertising for quite some time and I find them very very useful. You explain very well and make it very easy for me to understand. I want to run FB ads for increasing visitors to my blogs - both new and existing visitors ( I have got the pixel installed on my blog ). What is the best and cheapest way to do it? Conversion or Traffic objecitive? Optimise for Landing page views? Would appreciate some guidelines on how to set it up
Hi Ben,
Why am I able to set the conversion location to 'Messenger' on Facebook, but at the same time specify that the ads should be delivered to people who should perform a specific action on my website? That seems contradictory to me. Can you explain to me why these options are offered together?
Thanks!
@Ben Heath, so what if we are a new website and have no sales, then conversion objective is pointless, right? Landing page views or traffic in that case? I didn't really understood the point you were making about those two.
No that's not correct. You want to use conversions if you want leads or sales, even if you have a new ad account.
Thank you. I will update my latest campaign now.
Best of luck!
Thank you very much for the information.
No problem :)
Thank you for this!!
You're so welcome :)
Hi Ben,
Glad to see your videos.
Can you create a new video for lead generation for interior designers in India?
Thanks for this!
My pleasure :)
*Hi Ben, I appreciate your content. What optimisation/campaign objective would you begin with for an offer of free training after opting in? I would be targeting a cold audience who hasn't heard of me before ex. People who like Shopify + woocommerce + drop shipping*
Conversions and conversions or Leads and conversions :)
Amazing. I was searching for that
Glad I could help :)
@@BenHeath plz make video about business account. Like how to make business account for clients? I need to know about that.
Your videos are very informative
Glad you like them :)
Thanks Ben for always giving value
Thanks :)
If the conversion tracking for iphone is not setup will it still have better results than traffic campaigns ?
It probably will yes but that's not the ideal set up.
Hey Ben,
If a business sells expensive items £500+ and is only looking for 10-15 sales a week what objective would you select? Conversions is not working and neither is traffic.
I'd go with conversions in that scenario. If you've tested a couple of different objectives and neither are working, it's not the objective, it's the other elements of the campaign such as creative, offer, etc.
hi...ben can u make a video about the FB marketplace
@Ben Heath You videos are very trendy now but the background musics are just kind of distractions which doesn't let to focus on what you say. Anyway thanks.
Thank you Ben l tried also the Open campaign without defining any age or derailed targeting. It worked for me ❤️ but l don't know how to scale it😐
Same problem
Great :)
I'll have more info on that shortly.
Thank you so much for this important update
What objective would you suggest for someone that wants followers?
I'll really appreciate your response on that
Thanks a lot :)
In that scenario I'd got with engagement.
@@BenHeath noted! thank you 😊
the best!
Wow, that's a big change.
It sure is
I'm confused now. If I'm running an ad to drive traffic to Amazon for a book purchase, should I create a sales campaign? Or is there a better objective/optimization?
For Facebook to be able to optimize the ad and budget, it has to know how your ad is doing, and with Amazon you can't know how many conversions you're having, better build a sales page yourself and sell it.
Hi Alex, with that set up you may as well use Traffic as you can't track conversions on Amazon.
@@BenHeath thank you so much!
Ben; do you have any videos why a Facebook ad will suddenly stop converting? A recent campaign gor 18 opt ins, then stopped dead in its tracks
I do indeed - check out my video on why facebook ad results drop off.
@@BenHeath that was great ty so much. Really filled in the gaps
Can you please make an updated video on how to scale campaigns? I can't trust other gurus here on yourtube or others Facebook groups.
Yep - planning to do so in the next month or so
what is your thoughts on the advantage + Shopping campaign?
Will have a video on this soon.
Thats nice. I dont get why I dont have the new campaign objective yet
Yeah Meta work in mysterious ways with new features
As an iPhone repair business, would you recommend me running conversion campaigns even with the whole iOS 14 problems ? Would very much appreciate your opinion, thank you!
It depends on your sales funnel structure but yes most of the time that would involve a conversion campaign.
@@BenHeath ok thank you!
@@BenHeath Which conversion event would you recommend me using? Some sound almost the same so im having a hard time choosing. Im a mobile service so I go to a customers desired location and fix on the spot within my vehicle. ideally i would like for them to book on my website, but cant decide on which event to choose. Thank you as always
Hi! I'm a professional digital marketer and all social media expert. How can I help you????
I'm going to test this theory with my own money to see if the campaign objectives with the same outcome make a difference. Because it's all about results. It either favours one campaign more or less, or it favours neither and flops. Will be interesting to see the results.
It would be awesome if you shared your results :)
@@april6726 I certainly will. If you subscribe to my channel, I'll put a video up with the results :)
@@StuartMacadam done! :)
@@april6726 I have setup the two campaigns now. Video for it has just been released :)
@@StuartMacadam wow, great, I'll check! I've been waiting for an update 😁
your like the superman ( henry cavil ) of facebook ads.
😂😂
so what objective to run and ad to get new instagram followers? a traffic campaign optimising for landing page viewsor engagement campaign?
I'd most likely go with traffic - but you can test engagement as well.
How do u get the "new" objectives??
Nothing you can do to make that happen I'm afraid. It's something that will happen to your ad account at some point.
HOW MANY DAYS TAKE AN AD MAKE A CONVERSION IN SALES AD FORMAT
That is completely dependent on about 100 other factors - mainly the quality of your offer and your campaign.
Pls make a Facebook Marketing course from basic to Advance on skillshare. Bundles of thanks
My Facebook Ads Insiders course is that: www.leadguru.co.uk/facebook-ads-insiders/
But it's not on skillshare.
When did that change started?
It's happened over quite a while in stages to be honest
I stopped using fb ads for my service business. 2022 was a real flop. Price to get leads got higher and reached a much smaller audience. I stopped using them in March
Why didn't you present the results? This is a theory?
I hate meta ads , wish i had other options for ads
✌🏾_🤓
not being rude but this audio is pretty bad
Thanks for the feedback
too long and explain too little. click bait imo
Hi Ben, May I know which is the best campaign objective for an Event management company? I dont have a website. I just want to run adds and want clients to contact me via call or whatsapp message. Thanks for your reply in advnace.