 Hey, how's it going and today in this video, I'm going to show you how to optimize your ads in Facebook Okay, so I'm going to take you behind the scenes of a big account Spending around 6k per day. Okay, 6k USD per day. Okay, so like everybody starts from zero Everybody is scrubbed at first and then we like evolve and get better over time So don't don't look at these numbers and like shit. I can't do this Okay, so you got to be progressive about things and like be very Logical about the decisions that you make when you're optimizing your ads as well because um, all you're trying to do Is playing a stock market. Okay, you're trying to put a dollar in and get back three dollars four dollars out. Okay, so like Let's let's talk about how you're going to do this I'm going to dive into the ad account as well so that later you can get a sense of what I'm talking about as well Okay, so um, when you launch the ad right first three days, don't touch it Okay, really if you do any type of experiment you need some data to make Statistically significant decisions if you can't do that don't touch it. Okay, really just don't touch it Just don't even open up your ads manager. It's not going to be good for your mental health Okay, after the three days you go into optimization. Okay. Um, let me tell you exactly and show you how to do it Okay, so first always understand what your campaign objective is if you're optimizing for leads You need to go and find the metrics that important for leads. Okay, if you're optimizing for purchase For example e-commerce there's transaction online people are paying credit card online You need to find that metric that is important. Okay go down to the most bottom of funnel metrics Okay, and afterwards make the decision there. Okay, so you can see this account Okay, uh massive massive budgets are running here. You can see like even 11 million people reach right so don't don't think that like, um Just because it's a very big account and like what 200 200k spend on this Means that like you you can't do this. Okay Okay, so let me show you how I uh make decisions how we meet abide and the strategy behind it Okay, the strategy behind that is not to lose money. Okay. So, uh, once you understand that Yeah, okay, so for example, this is an e-commerce store and the e-com the objective is conversion Is rho s right if I see that the rho s drops Then I got to do something about it. If it doesn't drop Then that's good. Okay. So if you're doing cost-belief The the objective that you should be worried about is cost-belief Right, um, you want to know how much you're paying for someone to come in and book a call of you Or someone to come in and come into your sequence Something like that, right? So always look at the bottom of final approach in this case because it's e-com. I'm going to Uh, what's the call I'm going to focus on e-com. So on the right hand side here press columns. Okay. I have my own default Favorite e-com column whatever it is. Okay, but you can do the same thing for yourself So you you come in here press columns go down to customize columns. Okay And then um, you can see here on the right hand side You can search for any new uh columns that you need to add Okay, so for me personally, uh, you can see here Uh, this is so extremely one. Okay. Let me just show you. Okay. So I press columns My e-com. Okay, you can see uh, I am in link clicks link clicks out of bound Cost per unique link click cost per unique landing page cost per unique add cut cost per unique purchase I like to see as as progression, right? So I can see uh, the drop off, right? So this gets increasingly more expensive. This makes hundred percent sense. Okay, then afterwards I go into Instead of the cost per I go into the individual metric. Okay, so uh, add to cart website add to cart cost per check out check out initiate Purchase purchase, right? Can you see here up to this point, right? I I couldn't care less about the link clicks Right. This is why segment between the cost as well as as the bottom of final things because in e-commerce All you're doing is looking for the purchase. You don't care about anything else. Right. So uh, stuff like this Cost per unique purchase important cost per unique checkout is when you don't have a purchase Okay, so uh, and then afterwards at the end is always the roars, right? So uh, once I go in I come into my columns Scroll to the right first Okay, don't look at the data like it's like so many things focus on one metric one metric only. Okay, and in this case Uh, what's important here is roars, right? So you can see a roars is here Uh, I think the break even for this is a 1.6. So everything is is either on cold or warm traffic So keep that in mind as well. Okay, so like for example here I see nothing nothing on the campaign level is bad Which is extremely good, right? But then if you go down the ad set level it's going to be even more profitable, right? Because you understand that Um on the campaign level. There are some uh, some ads that won't perform as well Okay, so for example, um, if I go into a big let me see if there's big campaign here You know, it's not not big campaign Um, let me see. Oh, yes. Okay. So you can see here, right? There are many ads that's happening And like there's too too many things happening You cannot have clarity in your decision making, right? So you can see, um The ones that are running all here. Okay, so all roars is very very good, right? So I don't I don't have to touch this at all. Okay It's only when you see that anything that's below your break even point Or it's too close to a kpi that you are not comfortable with, right? So for example, my break even roars is 1.6 anything that's too close to 1.6 or anything that's below 2 I'm going to examine it. Okay. And so, um, you can drill down here You can just press and it will sort by Uh, the the roars, right? Okay, so I'll sort by active Okay, okay, so this is uh Okay, so I mean I I mean need to scroll a bit Okay, so I see here. So this is my lowest performing active campaign At the moment, this is the only one that's on and it's at 2.26. Right. So 2.33 2.52. Okay. So like because I know this I go down into that specific campaign and understand what's happening Okay, so can you see here? I'm all I'm doing right is isolating the factors that, um, that are not performing Right. And if they are actually not performing and I, um, uh, figure that out why I had to fix it or I turn it off Okay, so that is number one. You you have to turn off the assets that are not working too well Okay, another, uh, not trick but like another tactic That I can show you I think it's uh, yes automated rules. So automated rules, right, uh, in this in this account here We rather do manual because I think we want more control over this But you can create automated rules for yourself so that you don't have to, uh, think so much all the time Okay, you you let the machine. Uh, sorry, you let the rules speak for themselves Okay, so you can see here, right? These are some of the rules that you can implement for yourself. So if you can see, um This one is like the ad set will turn on when the roe s is more than 2.5 and you spend more than $40 Right. This is important because, um, if I'm spending more than $40, there is some Statistical significance to it as well as the roe s is doing well Second one, uh, the budget will plus 20% if the rest is more than 2.5 Right, so it makes sense, right if it's performing well increase the budget if it's not turning off Okay, you can see here roe s less than 1.8 So even though my my break even worse is at 1.6 at 1.8 I'm really uncomfortable. I'm a bit shaky because like it shouldn't be that close Right, you don't want to play around with numbers, especially especially when you're on high spend So spend more than $40. You turn it off when roe s is less than 1.8 Okay, uh cost per purchase more than 38 and uh if the purchase is less than one So on the ad set level you can see here turn off the ad set, right? Um on the ad set level if it's less I have less than one purchase and then my cost per purchase is too high for me It's like $38, right? I'll turn it off. Okay, so it makes sense. You're cutting a losses here and the last one is like, um spend more than 50 Roe s less than 2.1 So I spend significant amount on on the ads on the ad level. You can see this at this ad set different. Okay, um Spend more than $50 and the roe s itself on each ad is less than 2.1. I'll turn it off Okay, so I can click through here and then you can go and like Configure yourself so you can press plus here and then you can go and choose the result whatever Right, you can you can create your own automated rules This is very powerful because you don't have to keep thinking about it all the time. You are letting the machine running Okay, although sometimes facebook is a bit wonky And the rules don't even like like work. Okay, so so keep that in mind as well. Um, I'd be better to say but like, okay But that's the facebook engine. Okay, and then of course like, um Obviously label your rules. So it's very very clear. Yeah, and then um, that will basically help you in your ad buying as well Okay, so, um I guess the taking point from this video. Sorry. I talked so long The taking point for this video is like There's so much data And your mind is going to get like get like Explode right so for you to actually uh make decisions clearly You need to always optimize for one metric. Okay in e-commerce that that's roe s. It's like it's like, uh, it's not even an option Right in e-commerce. That's roe s Right, so you always see I always see here. I couldn't bother with everything else here I always go down pop up and I see and I identify Okay, so for example, which is my best performing creative like for example 5.94. Got them. Okay. Okay, but uh, this is uh, this is a retargeting ad. So I cannot consider that 5 5.73. Okay. This is a bottle. This is uh, at the cut Retargeting so I can't consider Okay, so for example, one is doing very well 4.83 on cold traffic. Can you see this right? So I go in here And then uh, sometimes like I also will go break down So if you can see break down by delivery and then you go in age and gender or even country if you're going international Okay, so you go in age and gender and then you try to find out where why where Which population segment is the most profitable and the reason why you want to do that is because If you are doing writing copy, right, you can tell the copywriter. Hey This angle is working very well for this demographic. Right. So that that's very important as well So you can see here, right, uh, like really fantastic numbers like for example 6 6.21 6.57 This is what 25 34 female 55 64 female Right. So I know that the female audience these two are very very strong And if you can see like patterns between each asset as well, that's very very good So 6.21 6.57. Is it the same as this one? No, it's not the same so that there's not much of a pattern here 5.69 3.3 Okay, so so in this case like if you see across assets as well, um The winning form not winning formula the the the thing that's important the variable right here is female Everybody on female is working well. Okay. It's not the age So I can't isolate that as as a factor for for writing new copy or whatever. Okay Uh, I really hopefully that makes makes sense to you. Uh, but yeah, okay So I guess I just want to boil down to three points to make it simple for you If you literally don't understand what I said, okay, um, can do automated rules to help you save time Okay, but always keep track of your numbers as well. Number two is um, don't get confused when there's so much data Just focus on one metric if it's lead generation Cost per lead or cost per book call If it's e-commerce or literally anything else, uh, check the row S Okay, and number three you can dive down and um dive deeper into your campaigns after you have gotten the launch Okay, so the launch is three days after three days, then you go and make decisions and change things Otherwise just let facebook spend the money. Okay. They love money. Okay fair enough But like um, you cannot make a decision if you don't have data Okay, so hopefully you gain some insight to this. Um, yes Okay Yeah, okay. If you have any questions, I really anything at all. Please go into the facebook group and just ask or or Just put it in the comments section down below. Okay. Okay. Um, I'll see you in the next video