Campaign Budget Optimization (CBO) | Facebook Ads Interests Testing Strategy - (Part 1)

Key Takeaways

this campaign budget optimization it just means you have the campaign budget spend on the campaign right here and it'll shift the spin to each individual ad set okay now what we're gonna do is immediately I see that you have this ad set which is your top performing one compared to your other set and 626 and now it's per lead you have a lot going on in here so what we'll do is we'll deal reddit this real quick I'm not gonna change anything surely we're just gonna copy this something maybe the mention is like some of the leads I've been getting have been like you know guys who are thinking about starting something and so every time their monthly payment comes due I'm chasing them on the phone like crazy but then I've gotten some leads that are like really more serious established businesses that have 3 to 5 up to like 25 employees and those ones have been obviously so much better than the individual who's trying to start something but can't really afford to you know so I don't I haven't I don't know if I have enough clients to really understand what makes those people different on their demographics your psychographics but ideally if they've got a couple employees that haven't seemed to help I mean they're a little more stable and they're a better climate for me cool all right so what we're doing is just fixing your naming convention so we know what this is all right so now it's third now when you look at it you know it's 35 to 59 okay and it's iPhone device and manual placements that you selected so that way we can compare that to the other ad sets we're about to create it doesn't look like this is probably said iPhone ok can you publish that I said iPhone yeah yeah yeah I don't worry but yeah I'll be able to walk you through what the good option is to do I just did that I was trying to find people who maybe had a little more disposable income than folks on Android you know okay that's fine is that not publishing for you either now that's not the changes to zero ads look at the campaign's off yeah let's just finish this publish all right cool now what we're going to do is we're going to duplicate this audience well let's also check inside here blue beach balls let's see what this ad is yeah just the description of the different looking ad okay and is there anything wrong with this ad do you like this one yeah that's fine the one with the actual person on it is what people were responding to most to it seems like cool all right we'll do this all right got it so those two are gonna be the ads that we go with we're gonna duplicate this one because those are working right they were getting $4 cost and the other one was getting the $6 cost so we'll duplicate this into the original campaign which is the same campaign that you have now okay we can duplicate it change the audience so what we'll do is we'll is there a reason why you did 35 to 59 no no just cuz I was trying to find people who maybe a little older so maybe had more established businesses but I mean basically I'm trying to find people who actually have I'm a little more serious business going than thing kind of out of business and can't afford to pay for it so I'm I'm finally changing those okay let's go ahead and bring it down to 30 at least okay I mean I it'd be best to start at 18 but 18 is fine I mean yeah let's go with whatever you think don't feel like you have to keep it anything like what I have it now automatic placements because we want to be able to show it in all placements it's going to increase your reach which will also help increase your lead count okay everything else looks good here how many customers do I have to have to like do a look-alike audience with my best customers a hundred ideally gonna be smaller if they're super targeted but I've got so I've got like somewhere between 20 or 12 and 15 clients and I've got two that are really good and then the rest they're just kind of so-so you know so I've even build that up a little sounds like okay so this is gonna be called your open audience it's essentially just wide open just their age range in the automatic placements over time this audience will usually perform best because it allows the algorithm to essentially choose the audience for you and as they get submissions it's gonna optimize to show it to the people who are most likely to convert it's the cost don't stay below what your average cost Brazil is overall over the next seven to fourteen days or a really four to seven I mean as long as you look at if you're not getting any leads cut it within four to seven you're getting leads but they're hiding costs super-high and cost within four to seven cut it if you're getting leads and it's only like within a dollar range where it's high in costs leave it for longer and so and if it continues to climb or it doesn't go down cut it and we're talking about the open audience that's correct so we're turning these two ads on because those are the two that were working we want to so that we can play them against each other and see which one works best there okay you know we'll delete these two since what did you ever run these I barely I barely ever really know so you could turn on all four if you want or two whatever makes sense let's see what they look like all right we'll give them a shot now what you do is whenever you are getting results you're gonna come in here into got it that's my right you know make sense so if that's the case and we'll just to leave these okay so now whenever you're running these ads you'll just come in here over the next few days see which one's the highest one in cost and you'll cut which whatever one is done performing best okay so the next thing we're gonna do is we're gonna create another audience we need more variations of audiences because we want to identify the ones that's gonna convert best get the lowest cost for you and so that way you can identify if it's working or not right so you can't end up cutting and optimizing and lowering your cost all together and everything which is gonna help get you close to being profitable so you're gonna optimize your ads but also your audiences that's right you know okay okay so now we're gonna do people who have we're going to start testing some audiences right so if we want to do interest because you have a little data right now let's go ahead and start here so Gmail if somebody has a gmail account they're looking to get their website domain attached to it yeah exactly so instead of being chaste Chapel at gmail.com I want to be chaste at chaste Chapel calm cool so Gmail users would be good to they're familiar with the product the personal product you know all right so we're gonna leave one interest per each so that way we can identify what works and what doesn't okay cool all right this makes so much sense when you do it's like I never would have thought of this stuff but as I'm watching dude I'm like oh god it makes perfect sense you know so we want one line on a bridge because now you know which one working which ones not yet endure once you have those then you move forward then for these usually we do suggestions but in this case it doesn't make sense for those other emails next thing we can do is anybody who's trying to build a website exactly there you go website interest in website let's see yes I mean if they're looking at Wix if they're looking at Squarespace if they're looking at Shopify I want to know you know I want to talk to them that's cool there you go so you all got that now we know there this might be more qualified yeah okay let me do that then we just keep going down the line yeah okay and then the next one would be maybe vistaprint yeah we're probably squarespace would be next you know we want to do the sites that are more rookie for people yeah he's like for Shopify does people probably already got that figured out yeah that's probably that's sure and at some point we can talk about this right now I'm only literally advertising you know get your email set up to match your website and then secondarily I've kind of picked up doing websites for people but I haven't really promoted just the website end of things you know and then you can launch a different campaign specifically I mean you can launch that within the same ad sets we're in a different campaign entirely nnessee okay WordPress yeah so we'll do three of these and then any more than that you can decide on whether or not you want to expand into this okay all right what else would since anyone with employees I mean because if I get one lead and they need one email that's great but if they need five emails all of a sudden that's such a bigger you know get for me so I would just be a huge lever if they had like five yeah and users right that also might be something you have to speak with them about because they might not have employees but might be going in with a business partner or friends or and you can ask them those questions be a stir how you speak to the you want to add some emails for your family so that way they have this to you know really selling them on those options yeah I don't know if there's a way to target those who are business owners who have a handful of employees with them or not yes but it's usually not accurate okay all right these others don't seem to make if they looked at GoDaddy that would be good a lot of people are going on there to look for domain names don't they provide the email for that yeah but I've got a lot of people who have GoDaddy domains vibro really know they don't know got it okay then yeah so now you have a lot more yeah okay so in inside each of those has the same so using ad sets to define the different audiences yeah ads are inside of each one correct so now you're gonna know exactly which one's perform destiny chance okay and it might not be the same in every audience it will be the same ad in every audience but it depending on which one converts best you're gonna turn off the one that doesn't right so some others god okay got it so those are published now we want to change your daily spend to match so ideally we need five per edge so 5 10 15 20 25 30 35 then what you need to do is you need to cut and scale down it and then you can scale down after you start cutting sure sure and then what we're gonna do is we're gonna name this interest testing so that way you know this is strictly for interest okay now you know this is your interest campaign because their interest because these are interests okay sure got it so candles my different objectives add sets as my audiences and then adds is the actual individual adds Christ I hey yeah this is a lot more structure and it allows the algorithm to flow better through this okay now that we have this the other option would be to you have 326 leads so what you could do is you could create rather than duplicating you could just do a scratch that hold on duplicate new campaign CBO local X testing good and lead generation is the correct event good that is I'm asking for you optimizing for yeah I think so I'm just trying to get names of phone numbers so I can follow up okay now we have your look-alikes testing and turn that off so doesn't run okay then what we're doing is we're going to go here let's see if you have anything great Neal create custom audience lead form cloud works how long have you been running ads since May so you could say 200 days or 300 days well it's a long time heavy rain ads in last 90 not a lot because I've been obviously saving up for this call okay so let's do less in the past 90 you said 200 wait so you haven't ran them in the last 90 days I just have been running ads for almost a year yes form people who open last 90 that's so that way to look like can identify people who've opened the form submitted the form and find people who are most similar to those users as well okay cool oh I see instead of just people who've seen my ad people were actually gone through it give me their phone number come right back exactly well fine cool okay that's great that way I'm spending my money on the right people exactly that's why I just haven't been real aggressive on spending because I feel like I'm just throwing money down the drain you know so people who open in submitted form last 90 days I told just had this 180 and won't let us do 180 no too long okay that's fine well it'd look better over time look exactly so then we just scratch that we do create look-alike and we just choose that one that we just did 1% because we want it to be the 1% of the most similar people one itíd states that's where you're doing it then what you do is you exclude people who open madoka sure smart because we don't want this audience to be targeting the exact same people who already submitted I've already got those leads yeah and people who open them mmm we would end up putting down a retargeting so you don't bid yourself up okay so then we just copy this and see you paste it now that's there you said the daily budget to five daily then everything else is correct then publish that sis set a pair but it's fine there shouldn't be one okay then what we're gonna do is once this is published yeah sure so you're facing suggesting I go back in and to a week or two and kind of see what's going on and prune back with stuff that's not performing but keep my daily spend the same so within the next board of five days 45 days like that you know I mean ideally best really its best year after seven but with with budget constraints you might want to do it faster okay okay we need to is it pretty obvious to see what I'm doing wrong or could I save some time from this call today to get back on with you later to repeat it with me I'm sorry can you repeat that oh say can you is something where you can jump back on the line to look at it with me I'm going to provide you with the resources on how to do that okay so we've excluded we need to move this budget to the campaign level you what is the bid strategy that you're using under this I think it froze are you there yeah I can see it I can see our Mountain women there yeah okay what is we should be on lowest cost per not showing the right strategy yeah but it's it's all set up correctly it's just an error on Facebook and we need a refresher screen sometimes Facebook will do that and it's just a false care okay it is Facebook I mean it's the ad manager a little bit clunky sad times it seems like yeah it's not morning to budget constraints start budget constraints here we don't need the just want lowest-cost so there we go fixed it oh well you just had the input and I'm moving on yeah okay got it and you said you do have a picks on your site I do yeah that should be called Claude works yes not need to change the pixel you know you'd have to reassign it so first thing we're going to do is we're going to publish this current campaign so now you have testing okay you have interest then you're gonna have your look-alikes if they look like audience is not getting as good as results just turn it off okay whichever ones generating the best results is there any rules of thumb for what I should be paying for leads or is it totally different depend on the space yeah it totally depends but once you start launching all these audiences you might find an audience that's generating five dollars three dollars two dollars right and then how do I know it much worth a dollar how do I know if my three dollar audience is the one that's not really converting or actually paying a nerd that's like really that good over time what were you talking about the quality of it right so whenever these people message you and your form you should be able to click on this when you download the leads oh you can get leads by this specific added you know and then you can tell who would that was you know and here's another way to do it you go to URL okay and you input the name of the ad set on the campaign medium so for instance this one would be let's say if we wanted to do GoDaddy we'll do one example because this one would take an extreme amount of time okay I'm gonna do this once and you'll have the recording then you just go to both of these select them scroll down build a URL parameter paste the GoDaddy in there okay fly and now what will happen is whenever so many submits there whenever so many it's this form right what's gonna happen is all you have to do is just come and download them from here okay however you end up downloading them I guess you you download them from somewhere but whenever you download them you download your leads yep it's gonna tell you we're looking where they came from okay what audience but you have to do that on each of these okay so nice time I just use a Pierre to send them but maybe that will be in the lead somewhere yeah you'll be able to go back and check okay so you just copy that paste in the UTM medium and then that'll whenever you download it'll tell you the names next to which add an audience that came from and then you can say okay here's where quality's coming from here's where poor quality is coming from GoDaddy audience is getting all the quality but everything else isn't then you just go straight to go data okay so you have these audiences all set up now then to get the pixel connected you just go here pixels and it's the one that says cloud male ya add assets we Club my own bottle yep done you're gonna sign yourself to it okay now that's connected to the ad account we just remove this one because if you're not sure you can go back to your ads manager and select all edit looks like the blue beach ball says too much text so we might need to come up with that most recent face okay got it now it's all you can do those all at once correct now it'll be tracking pixel conversions for you as well okay awesome and the algorithm will now have access to that data to optimize better cool so you just selected them all and then how did you get them to bulk edit those things well when you select them all it just pulls them all together here exchanges okay cool that's what we just did cool so now that's connected and that'll help improve results and you said you saw some with text that was yeah the blue beach balls one said too much text but now I don't see that I don't see that anymore so it's okay we'll see yeah so now those are all published and those are the changes that have been made that was the exact structure that you want laid out right now okay and then upon optimization you're just gonna cut audiences and ads at the exact same time to get your cost per lead down right so that would be the goal do you have any questions right now No so these ads once they're running you'll cut into each individually and then you can also launch new ads as well into testing a front one too but just monitor your cost and then cut them and then adjust your budget based off but what your budget is if I want to create a new ad but I want to get it in all those ad sets what's the simplest workflow for that go to one handset audience duplicate it make the changes okay so let's say you wanted to change the image yep let's say we just did like this one and then that was the change you wanted to make you then would publish it okay and then if you just press command-c you see how it says copied yeah okay then you just come to your headsets that you want to paste it into so let's say you want to paste it in all your interest yeah you just select it command V oh a nice paste them in every single line Oh crazy okay cool you know might be an ad worth testing this makes it a lot easier to make some more okay cool that's it do you want to launch it you can cool I'll just discard it if not yeah that's right yeah so that's how the workflow would be okay so basically it's a bunch of just guessing check and test and refine and refine and refine exactly you know it's just testing and then optimizing and then scaling based off what's working how many rounds of optimization that you typically recommend as many that's needed just keep refining and refining and refining okay then if we go ahead and open up another tab sted opening you under this resources page correct yeah I'll just go to number four so we have interest testing we have look-alike testing the next step will be retargeting if you're going to have that retargeting is gonna be recommended once you're actually running ads and you have enough volume to do smog targeting how much volume you see well last month were you running ads let's see no I don't think so you did but not much let's go to January ok let's say that you ran it 47 and in January then what we would do is we would look at let's say engagement you need to have 113 link clicks so 113 yeah you'd have a very small audience because if you launch a retargeting for the last 30 days then it would be like you could do anybody who engaged with and add any but you clicked on it anybody who open the forum but didn't man so your onion size might be around like 200 300 okay okay which isn't much but once he gets closer to a thousand it'll make sense okay cool and then you just launch a retargeting for that specifically so some of this just needs to scale over time and he put some more money through it you know grow it as the business grows exactly yeah so that's primarily what needed to be covered on this call