I Answer YOUR Facebook Ads Questions

This video is about answering Facebook ads questions, including topics such as ad objectives, learning phase in campaigns, working with Facebook reps, and open targeting versus interest targeting.

This video by Ben Heath was published on May 16, 2023.
Video length: 11:20.

This video is a Q&A session where the YouTuber answers questions about Facebook ads.

He addresses topics such as ad objectives, learning phases, working with Facebook reps, and targeting strategies. He provides insights and advice based on his experience and suggests not relying solely on Facebook reps for guidance.

He also emphasizes the importance of focusing on cost per conversion rather than CPM and encourages testing different targeting options to see what works best.

• Choose ad objectives based on strategy, not funnel steps.
• Learning phase in campaigns is normal and can perform well.
• Be cautious of advice from Facebook reps and seek information from experts.
• Open targeting may result in higher CPM, focus on cost per conversion.
• Facebook groups are likely to remain relevant for marketing purposes.
• Combining audiences can lead to short-term results but limit long-term insights.
• Consistency in running campaigns helps with optimization and assessment.

I Answer YOUR Facebook Ads Questions - YouTube

Ad Objectives

• Choose the ad objective based on the strategy you're using, not the steps of the funnel.
• For direct to offer campaigns, use sales or leads as the ad objective.
• For omnipresent content strategy, use reach as the ad objective.

Learning Phase in Campaigns

• Don't panic if your ad sets are in the learning phase.
• Ad sets are unlikely to exit the learning phase if you don't generate more than 50 conversions per week.
• Campaigns can perform well in the learning phase.
• Increasing your budget to get out of the learning phase may lead to worsening performance.
• Continue optimizing and testing your campaigns as they are.

Working with Facebook Reps

• Facebook reps often don't provide good advice and may not understand your specific circumstances.
• They may try to convince you to spend more money, but increasing your budget doesn't guarantee better results.
• Discount the advice you receive from Facebook reps and seek information from experts in the field.
• Beginners may find some pointers from Facebook reps, but other experts provide better information.

I Answer YOUR Facebook Ads Questions - YouTube

Open Targeting vs Interest Targeting

• Open targeting, such as targeting engaged shoppers, may result in higher CPM (cost per thousand impressions) due to competition.
• Focus on cost per conversion rather than CPM when evaluating the success of your campaigns.
• Test targeting with and without engaged shoppers to see the results.
• Open targeting may take longer to show results compared to interest targeting.

Open targeting versus interest targeting

• Open targeting can perform well, but it may take longer to get results compared to more specific targeting options.
• It's worth giving open targeting a bit longer to get going.
• Switching campaigns on and off every few days based on performance is not ideal.
• Consistency in running campaigns helps with optimization and assessing results.
• Turning off ads abruptly can disrupt Meta's plan to show your ads to prospects over time.

Facebook groups' relevance in the long term

• Facebook groups are likely to continue being relevant and valuable for marketing purposes.
• Facebook recognizes the importance of community and is unlikely to downgrade groups.
• Community aspects of Facebook groups prevent people from leaving the platform.
• Facebook groups are a valuable marketing asset in the medium term.
• Long-term predictions are difficult, but investing in building a Facebook group is currently worthwhile.

Combining audiences to reduce fragmentation

• Facebook may suggest combining audiences into one ad set to reduce audience fragmentation.
• Combining audiences can lead to better results in the short term.
• However, combining audiences may limit the data and learnings you can gather from your campaign.
• Consider the trade-off between short-term results and long-term insights.
• Facebook wants you to get good results in the first few weeks, but long-term success may require maintaining separate ad sets.

Consistency and optimization in Facebook ad campaigns

• Consistency in running campaigns helps with Meta's optimization process.
• Consistent campaigns make it easier to assess results and analyze historical data.
• Turning ads on and off frequently can disrupt the optimization process and lead to incomplete impressions and conversions.
• Unless there are specific constraints, it's recommended to keep campaigns running consistently.
• Reducing overall ad spend can be done without constantly switching campaigns on and off.

Summary

• Separating audiences in Facebook ads campaigns can lead to better results over time.
• Pausing underperforming ad sets and focusing on the best ones can deliver better results.
• Combining all targeting options together can result in a blended average result.
• Having knowledge and data on which targeting options produce the best results is more powerful in the long run.
• Subscribing and commenting on the video is encouraged if viewers found it useful.
• Viewers interested in the latest tips, tricks, and techniques for Facebook ads are recommended to watch another video where new strategies for 2023 are shared.

Watch the video on YouTube:
I Answer YOUR Facebook Ads Questions - YouTube