average conversion rate facebook ads
Published on: January 14 2023 by pipiads
Table of Contents About average conversion rate facebook ads
- Facebook Ads Not Converting? Here's How to Fix it
- Facebook Ads Quality Score Ranking - How it affects your ads (in 2022)
- Are Facebook Conversion Campaigns Too Expensive?
- Facebook Ads | Increasing Average Order Value & Conversion Rates on Shopify
- Facebook Ads Quality Ranking (How to Use it to Lower Ad Costs)
- Facebook Ads 2021 | Creating Campaigns, Ads, and Optimizing Shopify Conversion Rate
Facebook Ads Not Converting? Here's How to Fix it
if you're trying to generate leads with facebook ads- whether it's sending people to a free opt-in like a cheat sheet or a checklist, maybe it's to a webinar or even a quiz- if you're trying to get people to sign up to an email list from facebook ads and you're getting lots of clicks but not many conversions, then this video is going to help you fix that. i'm going to walk you through the five main reasons why clicks don't turn into conversions or leads and what you can do to fix it. we'll start with the most common problems and then we'll work through to the ones that are less common but still just as capable of completely derailing a conversions campaign. so not only will this video be helpful to you right now, but it's also a great checklist to work through every time you start a new conversions campaign or a campaign where you want to generate leads, and for that reason, i've created a downloadable version for you which you can grab in the description below, so make sure you go grab that after you watch the video. now let's tok about the first reason why clicks might not be turning into conversions, and that's because you might have chosen the wrong campaign objective. the campaign objective that we choose actually tells facebook what we want to get from our advertising campaign. so if you were to, for example, choose a website traffic campaign, then facebook is going to send you website traffic. it is not necessarily going to send you conversions. so by choosing the traffic objective, you tell facebook: hey, i want people to click my ad and visit my website. facebook will then go and show your ad to people that it knows are likely to click. it will not show your ad to people who are necessarily likely to convert. so, by choosing the traffic objective, what ends up happening is you get exactly what you've told facebook you want. you get traffic. you don't get what you really want in this case, which is conversions or leads. so the way to solve this is simply by choosing the conversions objective when you set up your campaign. as soon as you do this, if you're running traffic campaigns, you are going to notike a big jump in the number of conversions that you are getting from your ads, simply because facebook now knows that you actually want conversions and that is what it's going to get for you now. that said, one thing you're going to notike is your cost per click will increase, but your cost per conversion, which is the most important metric in this case- is going to go down significantly, and that is what you want. now, in order to use a conversions campaign, you're going to need to track those conversions, and for that you need to make sure that conversion tracking is set up properly, and if you're not sending all of that conversion information back to facebook, then it's not going to be optimizing your campaigns as well as it otherwise could. so this is really important, and there are actually four things you need to get right if you want your conversion tracking to be as good as it can possibly be. the first thing is probably the one you've heard of, and it's the facebook pixel. you need to make sure you have the pixel set up on every single page across your website and every page you're running ads to, and you need to make sure that you have conversion tracking set up on the pixel as well. i prefer to use standard events to do this. now, everything i'm going through in this video- so from mentioning the pixel just now to all of the other things i'm going to mention as we go through- some of them- are bigger topics like setting conversion tracking up and the pixel and everything else. now i'll include links in the description to other videos that go in depth into each of these topics, because otherwise this would end up being an hour long video, unnecessarily so. if you need to go into any of these topics in depth, simply go down to the description, find the video you need and away you go. okay, so the next thing after the pixel and your conversion tracking is the conversions api. now the conversions api is actually another way to send your conversion events back to facebook. so the pixel is one way to send that back. but there are some problems with that, including things like ad blockers being used in browsers and some cookie tracking being blocked by partikular browsers and settings as well. so if that pixel gets blocked, then the pixel is ineffective. the conversions api helps you still send those conversion events back to facebook because it does it via a server instead of via the facebook pixel, and facebook actually recommend always using the conversions api alongside the pixel. now i recommend it as well. so make sure, as part number two of conversion tracking, you set up the conversions api. step number three for your conversion tracking is to make sure you have aggregated event measurement set up, or aem. basically, what that means is for the domain where your conversions are happening, you need to go in and prioritize all of your conversion events on that domain. so go into aem, make sure you've got that all set up and you've got your conversions prioritized from highest all the way down to lowest. and then, on top of that, when you set up your ads, make sure you go down to the bottom inside the ad setup and you've chosen the domain where you expect your conversions to occur. if you don't do this, again, it's not going to track your conversions properly. so make sure whenever you set up an ad you scroll to the bottom, you check that the domain is where the conversions are actually occurring. and then the final piece of this conversion tracking puzzle, which i know is a mess now with ios 14.5 and the privacy changes. but the last bit is to make sure you use offline events. so offline events- again, it's another way of sending conversion events back to facebook. so there are a few ways to set up offline events. my preferred way is through zapier or zapier- i never know how to say that, but setting that up gives you another way to push that conversion data back to facebook. so moving on to number three, which is a lack of congruence between your ad and your landing page. basically, what it means is your ad and your landing page don't actually match. and that could be either the copy, so what you're saying in the ad doesn't match what it says on the landing page. it could be the look and feel or the design of the adverse the landing page. so if the ad has a partikular look and a feel- let's say it uses a partikular color palette, partikular fonts and partikular design style- but then the landing page is totally different- then that's not congruent either. and what happens in that situation is obviously the user sees the ad, they click and then they feel like they're in the wrong place because now, all of a sudden, the whole look and feel in the aesthetik is completely different. and you don't want that, because what happens then is people simply close that browser window and they move on to the next thing. the same happens, as i said, with the ad copy. if they read an ad and it promises them something in partikular, and then they get to the landing page and what's there doesn't match what was in the ad, then of course, what are they going to do? they're going to close that window, move on, keep scrolling through facebook. you need to make sure that what you're promising and what you're saying you're going to give them or deliver matches what the landing page says they're going to get as well. i know it seems pretty obvious, but you would be surprised how often i see ads and landing pages that just don't gel in terms of what they're saying in one place versus the other. and the other piece of this is that the contents or the expectations set by the ad needs to then be delivered upon on the landing page. so here's a quick example. let's say you have an ad and the ad says: click the link and watch the video for free. well, when the user reads that, the expectation is that they'll click the ad and they'll be able to watch the video, whatever video, that is immediately. but if they
Facebook Ads Quality Score Ranking - How it affects your ads (in 2022)
a nielsen commissioned study by facebook revealed that creative is responsible for 56 of all facebook ad campaign performance, which is why the most successful facebook advertisers make a very big effort to get their ad creative right. however, the reality is that many advertisers don't take full advantage of all of the free tools that are available within facebook ads, the platform that can help you to uncover deeper insights on how your ads are doing versus the competition. now, if you go to your facebook ads manager ui and click on customize columns, you can reveal a metric called quality ranking, which is one of the three diagnostik tools we will cover in this video to help you drive more profitable roads for your facebook ad campaigns. so facebook has three types of ad diagnostik tools available that are going to help you understand how your ads are performing in comparison to the competition, so other advertisers that are trying to go after your audience. the first one is quality, the second one is engagement and the third one is conversion rates. the difference is quality is more of a perceptual. this uses user signals that we'll tok a little bit about to determine how your ad is being perceived versus people who are, or advertisers who are, competing for your same audience. the second bucket is from an engagement perspective. it's looking at how many comments, likes, shares your ad is getting versus, again, those advertisers that are also competing for your audience. it might not necessarily be competitors, they might not be selling the same product you are or in the same space, but they're trying to get in front of that audience that you're trying to get in front of because it's their target audience as well. now the third one, which i would argue to say probably the most important one, is conversion rate ranking, which is looking at your performance versus those competing for your audience in the context of the, the conversion you're optimizing for. so some people might be optimizing for sales, other people might be optimizing their conversion campaigns for leads or view content or add to car or whatever else. now the key number that you need to pay attention to here is 500 impressions, because facebook cannot determine or score your ads until you get at least 500 impressions. once they do that, or once your, your ad has at least 500 questions, it can then go ahead and give you a rating. but i think what's important also to note is what is determining these ratings and what is the rating system. so we're going to unpack a little bit more of that. so, no matter which type of ranking we're toking about, whether it's quality, engagement or conversion rate, what facebook is doing is it's getting feedback from users who are seeing the actual ad, and one way they can do that is, if you see an ad on your instagram or facebook or messenger, you can click the three dots on the top right hand corner and you can see. you know why am i seeing this ad? it's a prompt that comes up and you could say, hey, this ad is irrelevant. you could also say i've already purchased this item or i'm just seeing this ad too many times. those signals will inform um the the ranking you're getting partikularly for quality. now there's other key factors within the rankings: um that facebook likes to call low quality attributes, and i'm gonna unpack what that is on the following slide. um, after we tok about those user signals, so again, user signals, we, we. i already kind of mentioned these, but this is someone directly telling facebook that they don't want to see your ad. there is another signal here that's considered a user signal, which is, once someone clicks on your ad and goes to your website, to your landing page, a high bounce rate is going to tell facebook that someone clicked on your ad by mistake. so if someone clicks on the ad, lands on your website and just leaves right away, that's not good for you. the performance or the quality score. dwell time is another key factor. so if someone lands on a landing page and they're spending, you know, minute and a half, two, three minutes, those are positive signals. that tells facebook that whatever your ad was telling the user- the experience were where you took them, was consistent. so, um, good to know. sometimes it's not just the ad but it also could be the destination. low quality attributes. there's three main ones that i want to highlight. the first one is if your ad is withholding information. so in this example that you can see here, the copy reads: it's a miracle, she didn't break anything amazing. so it makes an user want to lean in because now they're curious and now you have to click to find out the information. now, if this ad would have revealed a little extra information, you know, and given some context, it wouldn't be considered withholding information. another one is sensationalized language. so here's an example where jasper's market is running this ad and they say seven mind-blowing uses of carrots. and again, it's creating curiosity, which is not necessarily a bad thing, but how mind-blowing can the use cases of carrots really be like? can carrots cure cancer? can use carrots to make fuel for your car? probably not, so maybe mind-blowing is a little bit exaggerated. the last one is engagement bait, which i feel like i've seen a lot of advertisers do this, where you're literally asking your audience to like or comment- i'm not gonna lie here. on youtube we're very synonymous with doing that- by saying: give this video a thumbs up if you are enjoying it. and again it's. it just creates this inauthentik experience with the algorithm or the algorithm's not sure. are people actually clicking on this because they want to go to the website or they want to engage with the ad, or is it because the copy's just telling them to do that? now for a full list, you can visit facebookcom business. help slash this long number. that i'm not gonna say. you can find the link below in the description. so what is the scoring system? the quality ranking? uh, has these five different levels. the highest level is above average. so, on a scale from one to five, five being the best, this is going to be five all the way at the bottom, you have below average bottom ten percent of ads now to help you understand how this system works. and one caveat is that facebook can only look back 35 days on your ads creative to give you a ranking. um, if you were ranked below average- bottom 20- this means that 80 of the ads that are being served to the audience you're going after are better than yours. so you don't want to be in the bottom 20- hell, you don't want to be in the bottom of 35. you want to be average to above average. now, getting your facebook ads creative right is only one half of the process. you must also set up your ad campaigns with the right campaign structure, and because i've had so many people reach out to ask me how they should be building their facebook conversion campaign, i've decided to finally just create a facebook ads performance guide with a focus on ecom, for you all now. this guide is about five pages and you're gonna learn and understand all the current major challenges that facebook advertisers are facing. it's also packed with ideas that you can take action on today, so go ahead and download that guy for free by following the link below in the description. okay, so i'm here in my ads manager ui, and what you want to do is you want to go to the tab that says columns, and we're going to customize our columns and i'm going to show you where these metrics live. so if you go here to the search tab, all i'm going to do is type in ranking and they should come up. so i'm going to click all three- quality, engagement and conversion rate, ranking, which i already have. i'm going to hit apply. so now this is going to show up all the way at the end. if i scroll to the back now. you're not seeing it right now because i'm at the campaign level. this information is only going to be revealed when you go into the ad level. so i'm going to go into a recent look-alike campaign that's been
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Are Facebook Conversion Campaigns Too Expensive?
hi guys, it's ben heath from lead guru and in this video i'm going to answer the question of: are conversion campaigns on facebook too expensive? i've been getting that question quite a lot recently, so that would be very useful. to create a video answering it before i get into, which one very quickly ask you to hit that thumbs up button. that really helps me out is much appreciated. and, of course, subscribe to my channel, if you haven't done so already, for more facebook ads related content, just like this. so i've got the campaign creation window open. we're obviously looking at the campaign objectives here, and those of you who follow my content, or even a lot of other facebook ads related content creators online, will tok about the importance of using conversion campaigns and the benefits of using conversion campaigns being that facebook can optimize your campaign for exactly what you want and they won't optimize for other metrics, and that helps improve your overall results, which is true. now, when people run conversion campaigns, one of the critikisms they'll say is just too expensive. it's way more expensive than the other campaign objectives. people typically run things like traffic, maybe reach, maybe video views, and what they're toking about when they're referring to cost often is cpm cost per thousand impressions. it is not uncommon, for example, if you're running an ad campaign in the uk, to see a cpm of, say, 20 pounds cost per conversion. uh sorry, cost per thousand impressions, not necessarily cost per conversion. that would depend a lot of other factors. it's not uncommon to see that. in the us you might even more. you might be looking at 30, 40, maybe even more um cost per thousand impressions. so that's what it's costing. you say 40 dollars to reach to get a thousand um views of your ad and then you go over and run something like reach again. in the uk you might be looking more at five pounds cpm, the us might be more like eight dollars cpm. so far, far less um cost per and maybe even less than that depending on where you're advertising. far less- what i'm toking about here- cost per thousand impressions with something like reach or even traffic, video views etc. than with conversions. maybe 70, 80 percent less. and you think, well, how can it possibly be better to run conversions then if it's costing me 80 percent less to run a reach campaign to the same target audience? and the thing around that question is assuming that that's the right cost metric to track. i based the vast majority of my facebook ad decisions around cost per conversion or cost per result, depending on what you're using, but usually cost per conversion. what is going to deliver me the best? cost per conversion? because, at the end of the day, that's what matters to your business. it's your cost per purchase, your cost per lead that's going to determine whether the campaign is profitable, whether it's successful, whether you can scale it or not. it doesn't matter how many people you get your ad in front of if none of those people take the desired action. so i would argue- and you can certainly argue- that conversion campaigns are going to be the cheapest option if you're looking at the right metric, which is cost per conversion as opposed to cost per thousand impressions. yes, it's more expensive to reach people, but the reason why is because facebook's putting your ad in front of the right people and they're more expensive to reach because they're more sought after by advertisers. a certain type of person is more likely to convert based on a facebook ad and your competition, and everyone else wants to reach those same people. when you select a conversion campaign, you're saying: look, i know it's more expensive to reach those people, but they're more likely to become a lead, they're more likely to buy my products and services. please go ahead and put my ads in front of those people and i can see why it's confusing. i can see why people say conversion campaigns too expensive, but they're the cheapest option most of the time. if you're looking at the right metric, which is cost per conversion, which is the one that really matters, getting a load of eyeballs in front of your stuff has value, but for the vast majority of facebook advertisers who don't have limit, unlimited budget, you need to generate a really good cost per purchase or a really good cost per lead. that's going to help you get your objective, not not worrying about that and getting a great cost per link click or getting a great cost per thousand impressions of getting a great cost per video view. so our conversion campaign's too expensive? absolutely not. for the vast majority of advertisers. they are the cheapest option when you have, when you measure and optimize around the best and most important metric. hopefully that's cleared a few things up there. i hope you found this video useful. before you go, couple things i want to quickly mention. the first is a free webinar i've created, called one facebook ads tiknique, to supercharge your results. in this um webinar. i go through the single most important thing when it comes to facebook and instagram advertising that you need to get right if you want the best results possible. it's a completely free webinar. um. i go through it step by step in detail. link is in the video description below, right at the bottom of the video description. go ahead and click on that. watch it. you'd be very happy that you did. i'm i'm very confident. we've had fantastik feedback from it. um other thing i want to mention is our facebook advertising services. my company lead guru is a specialist facebook and instagram advertising agency. we create, manage and optimize facebook and instagram ad campaigns for our clients. if that sounds like something you're interested in, you want to work with a professional agency that can help you get better results and take that workload off your plate. you can book a free call with one of my team members. just click on the link in the video description below. that will take you to page one website where you can just literally book a slot directly into our calendar. we do have a 3k per month minimum budget for um those free calls for our services. we're not able to work with companies with a smaller budget than that i'd recommend in the meantime, if you're not at that level, you go through the webinar and implement the stuff and then in there. that will hopefully help you get to the level where you can work with us. maybe you know, maybe it works like that. maybe you carry on with it yourself, it's completely up to you. but, um, but yeah, those are two things i wanted to tok about. go ahead and book a call. if you're the budget level interested in services, maybe we'll get a chance to work together. but either way, best of luck with your facebook ad campaigns, guys. um, comment below to let me know what you think of this. comment below. if you agree, disagree, subscribe to my channel and hit that thumbs up button. that helps me out. thanks up, guys. bye for now.
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Facebook Ads | Increasing Average Order Value & Conversion Rates on Shopify
so, um, yes, so this is pretty much where i'm at right now. okay, not sure what you would do here. this is pretty much what always happens. like, this audience is the best one by far. okay, but the frequency is really high. i'm not really sure why. yeah, um, and i'm not really trying to fix that either. uh, this one, oh, yeah, okay, you can do that. um, home recording started off really good, but then it kind of started to tank. let's go by active, see what a raw eyes is. and then let's do seven point nine, five, this one's one point seven, four. one point seven, point three, four. you didn't run any special offers over the weekend. should i have? i didn't, ideally on holidays. you want to do that? um, that makes sense. yeah, um, see if there's anything today. so you literally just run a like three day campaign or something. yeah, or you go and edit the ads. yeah, a three-day campaign, you just launch it. i was wondering: would you optimize, uh, the ages at all, because i have 18 through 65 plus right now. that's fine, uh, i, i would change the ages for now. all right, so your stroke conversion rate, it's still your aovs. that's getting you. um, aov meaning average order value. you need to get this up. your conversion rate's down this week, it's likely because you don't have any special offers, which makes sense, yeah, okay. um, how many people were purchasing your upsell? um, the first one, a lot of them. we can look at it if you want. if you go, okay, and then go to: um, oh, one click upsell. yeah, because you were toking about the people who sell glue. isn't it only like an eight or nine dollar product or something like that? go to, people were buying a bunch of their stuff, right, okay, and it's recurring. you have to replace the glue. got it, got it. got it. okay, that makes sense. is this where the data is go to finals? click that. yeah, right, there, the final name. okay, so you have a 20 opt-in. yep, yeah, so that one. uh, yeah, 71. nobody's doing this one, not yet, but it's only been seen 10 times. so, and then my open rate on the emails aren't really that great either. [Music]: yeah, this is the only one that's really converting. huh, are there more beats you can make? uh, yeah, for sure. i mean, are you able to package up like another, like five of these you know, and like let's get some more out there, uh, you mean like, run ads to them, like another five potential products you can have listed on your site. so if you go back to go back to shopify, go back to uh products. so that's pretty pretty much what i have right now. are there more? the 77 one, that's the main one, um, and then the next one's an upsell, and then the top one, uh, doesn't have any real traffic going to it, there's no ads running to it or anything like that, and it's on the funnel. but if people want it then it's there. i'll get some more going. and then like, yeah, i mean you can scale this one up for sure. go to like 20. yeah, you can go to 20 on that one, leave the other two alone, but maybe even scale this top one down by two dollars and fifty cents and then just like, okay, let's go with that, and then i'll just come up with more product ideas for sure on your site. okay, um, and just leave them on the site or run ads to them too. yeah, like, just add them onto the site and then like, end up testing them later. okay, i see, yeah, i just don't know if i'm gonna have a better offer than that one. well, try to do a hundred, okay, yeah, would you do another one that's 100? or add uh 23 to that one and then make it 100? no, because this one's fine, you just need to add another one in that's 100 and compare it, okay, i see, and then split tests, running ads to them. yeah, exactly, okay, okay, yeah, i'll give it a try. um, and different price points: obviously right, yeah, the interesting thing is, every person who adds oh wait, yeah, just about every person who's adding the card is converting. so i mean, like, for the most part, yeah, you need a better offer up front so you get even more people coming through. could i, could i raise the price on it? you think would that help? you could give it a shot? but i mean, have you done that before? i have, when i was using leadpages, i was testing at 27.. and uh, it converted like the same three percent, three percent, you just made more money. yeah, all right, i mean you can try raising it. you have a good thing going though. so i mean, yeah, it's, it's okay. so i don't want to like with it as a thing, but i also want to make it better. so, yeah, okay, so launch it as yeah, so i mean, like you can try testing the price, but i would first launch those other items and then also scale up this one. okay, make that one 20.. yeah, i'm recording five and then leave record producer alone. yeah, okay, okay, cool, it's a really small audience. this one is. it is, yeah, it's more targeted. that's why i think it's doing better. like, the other two are really broad. yeah, for your industry, i mean, it's quite limited for who's buying, right? yeah, go to the other ones. um, i was testing, uh, engaged shoppers. well, i mean, it's 1.4 million. it's not that small. yeah, have you done these? i've done, uh, native instruments. i've done waves audio. i've done audio engineer. i've done loot masters. have you done pre sonus? i haven't, that'd be a good one. studio one: yeah, i keep getting their ads. oh, really, yeah, man, you must get so many different ads because you just like land on everyone's page. i see the crazy stuff. but you know i get a good diversity mix of things. yeah, yeah, i would try some additional ones at like two dollars and fifty cents each, okay, and then like, real quick, we click this button here. we go down to creative reporting right here. this is going to show your your best ad, let's see. because, like, when you create these new ad, these new audiences, what we can do is we're going to see which ones are doing the best so far, okay, um, so wow, these haven't seen click-throughs, these have barely any. so, wait a second. is this video, this one here? yeah, okay, wow, look at those click-through rates. what are the results on this? that same videos, and lowest as well. that weird. oh, that was a different offer, i forgot. so this ad here. let's get your raws in here. real quick: 0.79 for this one, what's that? and then the other one: is that actual 1.82? this one gets a better roast though. yeah, look, look through, mm-hmm, a lot less people. yeah, raise your price a little bit. let's see what it does. okay, you think, but oh, you have 19. no, you don't do that. don't do that. you're gonna have to change all your ads. um, let's go with this ad. these two ends here, okay, only okay. uh, whenever you create those new audiences, yeah, like this ad and this ad. whenever you create new audiences, but don't use this one anymore. okay, believe the third one where it is right now. yeah, you know, leave it as. leave it where it's at right now. okay, cool, yeah, sounds good.
Facebook Ads Quality Ranking (How to Use it to Lower Ad Costs)
wondering what the facebook ad quality score is and whether it even matters. in this video, i'll walk you through exactly what the facebook ad quality ranking is, why it's important- because it is actually a really important thing to be looking at- and, most importantly, how you can improve your facebook ad quality ranking to actually lower your ad costs. so let's get straight into it. the facebook ad quality ranking is actually one of three facebook ad diagnostiks that facebook provides to help us improve the quality of our ads. you can find the quality ranking, along with those other two relevance diagnostiks, by going into the ad manager, going down to the ad level and clicking the columns drop down and then choosing targeting and creative from the columns list, or you can go down, customize your columns and you can actually choose the facebook ad quality ranking, the engagement rate ranking and the conversion rate ranking, which are those two other diagnostiks that i mentioned. now each ad you run is going to get its own quality ranking, and what that ranking indicates is your ads perceived quality compared to other ads that are targeting that same audience. so the quality score is really important. i'm going to dig into that very soon, but first let's have a look at how facebook determines what this quality score is on each of your ads. so when you look at your quality score, you'll notike that it's going to be one of the following: it's going to be above average, average or it's going to be below average and it's going to actually show you if it's in the bottom 35 percent of ads, the bottom 20 percent of ads or even the bottom 10 percent of ads. so if it is below average, you can actually get a feel for how far below average it is. and, as i said, you need to remember that it's measuring these ads against your competitors who are trying to target the same audience. and in order to determine your quality score, it actually looks a range of different factors that are coming in from users. so users give signals, either positive or negative, and facebook uses those signals to determine what your ads quality score is going to be. it's kind of like how youtube uses the likes on a video to determine how many people it should show that video to. so if you haven't already tapped that like button, please make sure you tap the like button below. this video really does help with the algorithm and helps get this video and this channel out in front of more people. all right, so let's tok about what the signals are that facebook actually looks at. first of all, it looks at how people are engaging with your ads- in a positive way, in a negative way. so, for example, a positive way that somebody might engage with an ad is if it's a video ad, they sit there and they watch the entire video. or if it's a image ad, maybe they sit there and they look at the image for longer than the average image ad. or they click that see more button and read all of the copy and spend a lot of time looking at the ad. that's a positive signal. on the flip side, a negative signal might be if somebody clicks on the button in the top right of your ad and actually clicks hide add. that is a very negative indicator to facebook because the user is telling facebook: hey, i don't want to see this ad anymore. other signals that facebook are looking at are if people click the hide all ads from this user button. so in addition to just hiding a single ad, users can actually hide all ads from a partikular page and obviously, again, that's a negative signal to facebook. people can also report ads, meaning if they think it's inappropriate or if it's spam, they can report ads to facebook. again. that's a very negative signal. another signal facebook look at is the landing page bounce rate, meaning how many people are clicking on your ad, going to your landing page and then bouncing- meaning they're not converting. so facebook is looking at that as a negative signal. and the other thing they're looking at is the dwell time on that landing page, meaning that facebook are actually looking at how long people are spending on your landing page. if they're not spending long on those pages, then that again is a negative signal to facebook, where, on the flip side, if they're spending a long time on those pages and then they're actually converting into a lead or a customer, that's a positive signal to facebook. so those are the signals facebook uses from its users, users, from its users- yep got that right- in order to determine quality. but there's one other thing that facebook looks at as well, and that is a set of low quality attributes that facebook have determined that can exist on your ad or your landing page. so this isn't based on user behavior. these are actually attributes that facebook have themselves come up with, and if they determine that your ad has these attributes or your landing page has these partikular attributes, then facebook will actually lower your overall ad quality score. so let's look at what those low quality attributes are, and the first one is withholding information. so if an ad is deliberately vague or deliberately withholds information, facebook sees that as low quality. so one example of this that you might have seen around the place is: you won't believe what she looks like. now you know, a headline like that is deliberately leaving out information so that people click in order to see whatever it is they want to see, they want to find out. you know what it is that the ad is toking about. to narrow down to one word: it's clickbait. avoid using clickbait. the other one is sensationalized language. so this is where you're deliberately over hyping something, either in the headline or the ad copy, but deliberately sensationalizing something to the point where, when people click the add, it doesn't actually deliver on what they are expecting, based on what they read on the ad itself. so it's exaggerated headlines, exaggerated copy. the example facebook use on their page is seven mind-blowing uses for carrots. okay, that's pretty sensationalized. i don't think there's any real mind-blowing use of a carrot. maybe there is, i don't know. and the third one is engagement baiting. so this one is pretty straightforward. it's asking for, or deliberately using spammy sort of tactiks to get people to engage with the ad, meaning to like or comment or share the ad. so that could be saying things like: like this ad: if you also like music and stuff like that. so avoid engagement baiting and deliberate engagement baiting, because facebook are going to see that as a low quality indicator and therefore they'll lower your overall ad quality score. so finally, before we move on from this, one thing i want to reiterate is it's also important to note that facebook don't just look at your ads. they also look through to your landing pages. so all of these low quality attributes also apply to landing pages, and there are a few that are actually specific to landing pages themselves. so a landing page might be seen as low quality if it's got things like pop-ups, if it lacks substantive or original content, meaning if there's barely anything on the landing page, if there's nothing original, there's just a few words- facebook might determine that it's actually low quality. if there are lots of ads on the page, meaning you've got adsense or something like that on the page, facebook can also deem that low quality. or if there's unexpected content or misleading experiences- all of those can lead to facebook saying this landing page is low quality, therefore the ad quality score is going to go down. all right. so now we know what the facebook quality score is and how facebook calculates it. why do we actually care? the reason is essentially because a better quality score on your ads leads to lower ad costs. and the reason why is because facebook ads work on an auction based system. so whenever somebody is going to see an ad in the news feed, facebook says: hey, we need to show this person an ad. who have we got that wants to put their ads in front of this person? a?
Facebook Ads 2021 | Creating Campaigns, Ads, and Optimizing Shopify Conversion Rate
in america? oh, okay, because america still now seemed to be the best option for me. i don't know, but i'm just like worried because i got like like, for that's the first time i have like over a hundred and two thirty add to cards, like recently, and it's been like one ten days probably. i had no sales right now. yeah, yeah, there was one thing i notiked when i went to your site. so, okay, if you go to your site real quick if you're, if you're comfortable with us looking at that, and then if you go to shop, okay, notike how your pricing in uh for uh, is that europe? or yeah, that's euro, but euros? okay, so, yes, so see the pricing how. it's like 170 euros, 179 euro, 200 euro. now switch it to the us and watch the pricing. yup, now it's 203 dollars and 70 cents, 214 dollars and 48 cents. so, like, for us pricing. that's really weird pricing. um, because most people in the us, when they see pricing like that, they think low quality, when this is a really high quality brand, right, they think it might be fake or it might, you know, not be real because the pricing is so weird. typically it's like, you know, it'd be like 200 flat or it'd be, you know, 197 dollars, that's typically- or 335, that makes sense, right, but that dot 48 cents, like 48 cents, 70 cents, that's really. you know, that's a weird way to do pricing in the us. okay, um, calculated, that's high, right? yeah, and i'm sure you had the pricing set up this way for in euros, because, you know, even there, it'd be kind of weird probably to have like, yeah, i mean, i am officially from europe, you know, that's why i started doing prices in euro. yes, yeah, okay, so i should be fixing that, probably, right? yeah, that would really help with your conversion rate because it's gonna flatten out your pricing. so that way, it's very straightforward. okay, i'm gonna dig into it. okay, so that was my only thing. everything else looks great. your content's good. you have, you know, models in your images. um, everything looks like quality. i went through y'all's instagram. it's good. that was my only thing that i notiked. okay, thank you, i automatikally assumed it was in the us, purely from the pricing. yeah, yeah, no, i got it, i got you. i got you what you mean. i haven't actually thought of that, so it's nice to hear that. uh, absolutely, okay, should we go back? yes, let's look at your ad account and so it looks like they set it up to be initiate checkout for the most part here. so this is what i said, to be honest with you, what they did is this rmtof or mtof, those two campaigns they did to be honest with you. so that's the one i got two sales from. but eventually i made like another ad set underneath this one to look like audience, where i sold to america for dollars, and then it all kind of stopped. really, i made here- where can you see how much sales- two purchases, yeah, so i made you two purchases. it was like around 800 euros. so when, when the ad fed went, uh, higher, i kind of turned it off. okay, because it's 920 900 euro, 28.. yeah, i know that price is really high. can you go inside that um campaign so we can see the audiences there? i want to see how much the cost decrease once it goes to two audiences. okay, so that one's okay. so, so the look-alike audiences that you see here. that's basically everything i did, and this, the latest one here, are the ones that i did. what they actually did is this one, this one, this one and uh, another one, this one. yeah, so they did four of them, okay, and that audience with the lookalike audience 60 days, that's a. that audience looks like it was working well, in terms of one purchase at least, where it got a 4.25 row ad. so essentially, somebody spent, looks like probably roughly 500 euro on your site for that. yeah, yeah, yeah, no, that one that i got the purchase from that one, yeah, it went like the first day when i started or the second day and the roi was like around 16 i think. then. then, of course, it went lower because nothing was happening. i'm not sure if it's maybe something i did wrong because i adjusted it. yes, so, um, those audiences we could bring back, um, they might have been cut too early- and also go inside that ad set. let's see how many ads are in here. just one dynamic, okay, and i actually did. i, i went into this breakdown, went like which picture is looking the best? and uh and sorry, and uh, i actually deleted the pictures that weren't working good. then, like, literally nothing happened after that. i expected it to be like growing more, you know, yeah, okay, so let's go to your ad set level again back, yes, and then let's go ahead and, um, turn those two back on, uh, this one right, yeah, the one with the purchase on both, because they both have a purchase, and then those at the top- what are those? add to cards? okay, um, sorry, i have to turn the campaign on, i think. so, basically, i have to turn this one off. um, which one has this one off? this one off? sorry, i'm kind of lost this one, yeah, this one of this one off and this one on, yes, and then if you just press discard drafts on the top right, so that we can clear that out, this one, yeah, we don't want to accidentally publish anything like that, so discard all, right. now, if you go to your campaign level, that campaign should still be turned off somewhere. yeah, it looks to be down there. um, it's rm this one, so i should be turning this one on right, yes, okay. now just one question. i did the same, like i did, kind of similar um cbo, uh, in here, lla, right, look like audiences with the same, uh audience that the purchase came from from, the, this one that we were just looking. should i turn that on off or can i have, like, both campaigns? the other one, oh, yeah, we should definitely turn off one if you're already running it. okay, so should i turn off this one? that i'm already running it? yes, so basically, this one is the same one. yeah, uh, oh, la, content views: yes, let's turn it off. it looks like it's performing well in terms of add to cart, but it's not going to purchase yet, so let's go ahead and stik to optimizing for purchase. i, i bet we'll start to see purchases come through on the other one. okay, so purchases, yeah, and then let's go ahead and uh turn this campaign off as well, this one here. let's just clean up a little bit of this, if you don't mind. yeah, let's just uh organize a couple more things, like those instagram posts: uh, russia, brazil instagram posts, all those there that are already off. let's just. if you select those check boxes, it will also allow you to turn them all off at once. yeah, there you go. you can select those three and then the drop down next to edit and then just turn off. i don't know why they turn on red. no, no, worries, all right, and then we have track suit testing interest. let's check those out. i kind of made this one like two days ago and i got like: initiate checkouts. can we switch this one to purchase. okay, this is what i wanted to ask you: is it better to do like, because i don't have as much purchases yet. that's why, yeah, it's fine to optimize towards purchases, because the system is going to identify people who are most likely to purchase, and initiate checkout sometimes doesn't register as much as an ad to cartwheel, because it's usually. are you on shopify? what platform are you on shopify? okay, yeah, so sometimes initiate checkout won't get picked up unless you have the uh api server tracking on. okay, i don't know what is this? okay, so select all audiences here at once. um, how do i do this? so go to the ad set level in there and then we're just gonna press the check box in the top left and then you're gonna do edit and then you're just going to change it from. okay, so before we do that, do you see the one that you just changed? it says street fashion over there. uncheck street fashion on the far, far left. perfect, and now go ahead and change it from initiate checkout to purchase above. oh, i didn't know. you can do that like only once. yes, we'll save a lot of time this way. okay, all right, now you can x out of that and then let's go ahead and look at the ad level. are these the attractions? this one are tracksuits. yeah, literally the ones that have been selling the most. the retract suits like 280.. um, just a second like should i w?