hey miles here miles Becker calm and in
this video we're going to talk about the
different Facebook advertising campaign
types the goal is to help you understand
why each of these are in existence to
help you choose the one that is right
for you
specifically we're going to be looking
at the paper engagement the
pay-per-click or the paper conversion
type of campaign setup we can use
different kind of words and terminology
to describe them all but those are the
three big ones that I'm going to talk
about today yes there are more but again
I want to focus on this the reason we're
talking about this today is after the
big Facebook live I did last Friday this
is by far been the number one question
it's come up over and over and over in
the comments therefore I assume that you
probably have a question too and the
questions are varying from should I
start with a paper engagement or can I
do paper conversions straight from the
get-go on a new website and we're going
to cover all of this here in a second
grain of salt because Facebook is very
interesting what works for me might not
work for you and it requires testing for
you to truly know honestly for you what
is the best way what I'm going to offer
you is what I'm doing in what is working
well for me for my teacher for the other
people I've been coaching this is how
we're approaching the problem and I
guarantee you could go find successful
people out there who are using a
different approach and still getting
good results obviously the best thing
for you to do is to take action and
adapt and adjust as you go but let me
help you understand how this stuff works
so you can take some strategic action
out of the gates to get going in the
right direction
so first of all this idea these concepts
come from three main places number one
personal experience I've spent about a
hundred grand Facebook advertising
number two it's from my teacher and my
coach in this I've been paying him
multiple five figures to help me take it
to the next level and number three this
is coming directly from Facebook ad
representatives who work from Facebook
or work for Facebook to try to help us
advertisers do better so which one
should you start with well the kind
a tricky question because it depends on
what your ultimate goal is but your best
move is to match the campaign type with
the ultimate goal that you want to see
and the reason is because Facebook wants
to help you achieve your goal so what
does that mean
paper engagement type ad campaigns are
going to deliver you engagements right
so if you want engagement paper
engagement is great cost per click type
ad campaigns are going to bring you
clicks right because that's what they're
set up as Facebook's going to deliver
you the profile and type of person based
on the campaign that you set up and if
you set up a conversion based campaign
Facebook will deliver you people who
have a higher likelihood of converting
you can tailor that to be conversion
based on a lead pixel conversion based
on a sale pixel or you can put custom
conversion pixels in place that you kind
of invest based on your KPIs and your
business model now this is direct from a
facebook advertising representative and
they were very adamant about look
Facebook knows so much about every user
on Facebook the one point whatever
billion people they're Facebook knows
who in their ecosystem clicks the like
button a lot click the share button a
lot there's a certain type of person and
it's not a demographic thing it's a
psychographic thing and there's a
certain type of person who will share
and click a like button a whole lot more
than a certain type of other person I
can use a very broad stroke
generalization right now a lot of
Millennials will hesitate to like
something or share something because
they know that that kind of shifts or
changes or contributes or detracts from
their kind of persona they're putting
out there in the world a lot of kind of
older people on Facebook and their 50s
and 60s are going to go click like like
share like like because they're more
free time on their hands and they're not
necessarily crafting the same kind of a
digital PR sheet that the Millennials
are through kind of social media right
and as a broad broad generalization you
can find Millennials who click like a
lot you find kind of baby boomers who
have never clicked the like button and
never will but that's like a
trying to paint the picture right so if
you set up a paper engagement based
campaign what Facebook's going to do is
be like cool you want engagements let me
go look at my 1.8 or whatever billion
people who are my most likely to click
an engagement who's going to comment is
going to click like or who's going to
share perfect that's the first sorting
that they do and from there then they go
through all of your demographic and your
interest based targeting and they're
going to show you the people in your
interests in your demographic who have
the highest likelihood of engaging now
if your goal is to get leads to grow
your list to build your business or to
sell products which is how you make
money in business I don't recommend
starting with a paper engagement
campaign I believe I don't know who it
is but I believe there's someone out
there teaching that's the approach you
start with a paper engagement campaign
and then once you've got engagement then
you run a cost per like a you set it up
based on conversions excuse me right so
you do it's an optimized CPM is what
it's actually called but it's a cost per
conversion based campaign I would love
if you know who's teaching this I would
love to hear about it in the comments
because I don't think that is an
effective way of going about it my
teacher does not think that is an
effective way of going about it
and the Facebook advertising
representatives seem to believe that if
you want people paying you money and
subscribing to your list which are
conversions then you should use a
conversion based campaign not an
engagement campaign so when would you
want to use an engagement campaign if
you're doing pre-launch videos that's
one idea that I had that comes to mind
is like if I'm going to be wanting
something in two weeks and I have a
series of four videos that I want to
display get reach on before I actually
open my cart I could see it being very
logical to run a paper engagement based
campaign to get a lot of reach to those
kind of warm up videos and get people
engaged with those videos and then I
could run a conversion based campaign
with everyone who has ever engaged with
one of my previous videos that makes
perfect sense and what you're doing if
you're using their different kind of
campaign types for the different actions
that you want to see you want to get a
million views on a video quickly go pay
per engagement you want it to go viral
you want people to comment you want
people to share which are
our engagement you want people to
subscribe to your list set up a campaign
that's going to be based on conversions
so that's the big question then the next
big question is well can I do a
conversion based campaign with a brand
new website absolutely excuse me and
I've even believed in the past based on
teaching from people who I don't
necessarily follow or trust anymore that
we had to season our pixel or we had to
mature the pixel and this is flat-out
not true and I have now tested brand-new
funnels brand-new Thank You pages that
have no pixel based data on them with
brand new conversion pixels straight out
of the geckos and I'm running conversion
based campaigns and I'm nailing my KPI
out of the box here's the thing you
might want to start it focused on your
conversion pixel for your lead first
because the odds are if you're getting a
2 to 5% or 1 to 5 percent conversion
rate you're going to see somewhere
between 20 and 50 or 99 different
opt-ins before you see an OT o sale so
leverage your campaign based on the
conversion that's going to kind of build
up that momentum the quickest so I like
to do cost per lead right I focus it on
my lead pixel to get that campaign going
because I'm probably going to bring in a
thousand leads in the same time I'm
going to bring in five to 20 customers
and that's giving a lot more data on the
type of people who convert to a lead and
then I'm obviously monitoring and
testing my sales copy on the back end
you can also run conversion based
campaigns straight to the sale straight
to the purchase it takes testing to know
what's going to work best for you but we
do I do like running lots of data
through because that helps me get to see
statistically significant data that I
can make educated decisions on right
because I need to see a thousand
conversions and it could take a really
really really long time to get a
thousand sales but I could probably get
a thousand opt-ins here in a couple of
weeks so that allows me to do a little
bit of split testing and a little bit of
kind of testing on my audiences etc a
lot more quickly by focusing on the lead
level but again if you want you can also
focus on the conversion level and
obviously you can split test every
single one of these campaigns against
each other if you would
like - I don't think you need to go
through that just choose the campaign
that is most closely correlated to the
action you want the user to take so then
the last one is the cost per click
campaign right why would you use a cost
per click this would be if you're
looking to do a two-step type or an
inbound marketing type campaign and if
you want to send a user to your website
to your blog first so they read a piece
of content first and then you want to
retarget them you would run two separate
campaigns campaign number one would be a
click to website campaign write a
traffic based campaign that you pay CPC
cost per click on and then that campaign
goal is just to get someone to go to
your website and read Facebook knows the
kind of person on Facebook who clicks on
ads and leave Facebook to go engage with
content on web sites of advertisers and
they will display your content to those
people see here's the cool part Facebook
also knows which of its users get lots
and lots of conversion pixels on their
browser based on their activity on other
advertisers websites right so when I
choose a cost per conversion based
campaign Facebook has data and they
Facebook knows user a has one conversion
pixel and they engage all the time user
B has 52 conversion pixels from
different websites Facebook is able to
look into their user data and see that
that user B has a much higher likelihood
of converting for some reason that user
is more comfortable going down the kind
of sales funnel more often and Facebook
will be delivering your cost per
conversion campaign to these kinds of
people more often and that's why I'm all
about the conversion campaigns that's
because I'm testing my funnels right now
I'm putting a new phone on place I'm
really kind of optimizing that that
front end of my funnel so everything I'm
doing is focused on that conversion does
that mean that pay for engagement is not
going to work in drive sales of course
it will drive sales the question is are
you tapping into the best possible
audience with your advertising dollars
right because you're investing that
money and is a papering
a drink campaign is going to get a lot
of people to click the like button going
to give you the ROI that you could get
from a conversion based campaign that's
going to get you get facebook delivering
you users who have a high likelihood of
converting based on their past actions
and the browser data right your
Facebook's tracking you and I and there
are billions of websites out there that
all have conversion pixels on their my
website does your website does Amazon
does all kinds of websites do and
Facebook very very easily able to look
into its audience and say these people
convert a lot they turn into leaves they
turn into customers a lot because they
have dozens and dozens or hundreds and
hundreds of conversion pixels and
Facebook knows that this source and
click the like button a lot so be really
specific in what you want go start from
the scratch if you want to do
conversions and you're looking a build
your list and build customers and grow
your customer base go straight into a
conversion based campaign from the
get-go set it up as a lead level if you
like to run more data through it you
don't need to see it in the pixel you
don't need to go through that maturing
process Facebook is smart enough to
start delivering you people who are
within your interests are within your
demographic and have a high likelihood
of converting they have all that data
leverage that data to your advantage and
get your advertisements in front of not
only the people who have the right
interests and age and gender etc but
also have a high likelihood of
converting because ultimately you need
to convert those clicks into opt-ins and
you need to quick convert those opt-ins
into customers because that's what grows
your business that's what gets you a
return on your investment which allows
you to continue to invest in Facebook
ads and that is how you scale your
business online I hope that makes sense
if you have any questions hit me in the
comments below I will happily answer but
there were literally dozens of questions
about this in that kind of the YouTube
live that I did and also since the
YouTube live so I know this is on the
top of a lot of people's mind again
leave me a question if you have any
questions I'm happy to answer as best I
can give me a thumbs up if you liked the
video and check out one of these two
videos if you would like and also if you
have not subscribed yet click the little
subscribe head down here and get
subscribed to the channel I'll see you
on the next video
be well
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