• The intention of a conversion campaign is to obtain a specific result pertaining to a CPL or CPA.

• In the case of an Ecommerce store, we're focusing on the CPA of someone acquiring the product that we're promoting. When we were putting together these conversion campaigns, it's based on different interest groups, audiences, etc. We also make sure that our conversion campaigns are complimenting each other, meaning we're using specific interest groups to acquire front end sales or brand new people into our funnel, using retargeting to get people to buy additional product or even upsell and buy bundles.

• Make sure to have different opportunities for conversion. In this case, our core conversion metrics, our sales, optimizing for things such as add to carts, initiate checkouts, and then purchases. 

• So as an example, in this case, if we were looking to optimize our conversion campaigns for different size audiences, we want to make sure that our largest audiences are optimized specifically for the core goal we're trying to accomplish. 

• When it comes to the acquisition campaigns, because the audiences are so large, we're going to optimize for a purchase from a retargeting standpoint, we'll test add to carts, initiate checkouts and purchases.

• We've optimized our campaigns also for add to carts and initiate checkouts, because oftentimes that'll allow us to bring in that traffic more effectively. You could see the frequency is incredibly high. So we want to make sure that our add to carts and our checkout cost is low so that we're able to bring in sales at the return on ad spend that we're looking for. 

• If you're applying this as something like lead gen, as an example, let's say in this account and this account, we're primarily focusing on lead generation and then getting people on our, our application list or even our webinar list in order to become a part of a program. 

• We're bringing them in through a, a niche guide and a mini series. And then we're retargeting all of the people from the lead gen going to webinars and then possibly even an application type funnel.

• In order to do that, we need to make sure that we have enough leads coming in so that we can retarget people to join the webinar. And then from the webinar based on what it is that we're planning to target them with, whether it's a course or possibly getting them to apply, we talk to them on the phone, that's where we can develop a sale and eventually build a relationship with these people. 

• Make sure when you're setting up your conversion campaigns, that if you're going to do bundles of interests in one campaign, that you leave an adequate enough budget so that Facebook can test all of the different audiences.

• If you segment out your audiences, you would do one audience per campaign versus bundling them all together. 

• So in this example, you have 23 different ad set groups in this one campaign. If I split them off and segment them, we'd have 23 campaigns with one interest group or one audience group per campaign, but we would duplicate it three additional times. So that way there's four ad sets per campaign set to a budget of anywhere between a $25 a day to upwards of a hundred with one singular interest or audience group. If we're doing a cluster, we'll do something larger with such as 200 or even $500 a day.

• That's what we do for lead gen campaigns. We do the same exact thing for ecom campaigns. In this case, in this account, when we clustered interest groups together, we did it at a hundred a day when we broke them off into individual segments, we did it at 25 a day. 

• This is an order for us to optimize based on our core objective being acquired purchases in this one account. And the other count it's to acquire leads or even just webinar conversions. So we could sell on the backend, sending up a conversion campaign incredibly easy. I'm just going to show you what it looks like by duplicating this.

• Make sure your details are set to conversion and of course now with CBO is becoming more of a default, you want to set either your daily or your lifetime budget. 

• I like to use lifetime budgets for webinar campaigns. They seem to optimize more effectively in a short period of time. If you're doing something like lead gen or ongoing ecom campaigns, you would set the daily and then put your budget here accordingly. 

• In this case, we're sticking with highest value or lowest cost, but as you can see, you have other options here. So just cost cap, bid, cap, minimum ROAS, and target costs. I honestly suggest you test all of them in separate campaigns to see how they best perform. Sometimes cost cap will work better, or even bid CBO work better than just selecting the default, and so you have to make sure that you test the different bid strategies If you want to be able to optimize for much larger scale.

• Now, when you're setting up the campaign, as you can see, we already have examples here of the, the ad set or audience group, but it's very similar to the previous way of doing things. You put your custom audiences in place. If you have any location, age, gender, language, detailed targeting, being your audiences you want to target. 

• Edit placements and choose the placements best optimized for, but Facebook has suggested that you use automatic placements, especially if you're doing something like video campaigns, automatic placements can do incredibly well for you. Just be careful with videos less than 60 seconds. Cause sometimes they'll optimize strictly for Instagram and you may not even notice, and you might be getting cheap leads, but sometimes you may not be getting qualified leads.

• Same thing with purchases. You might be seeing purchases come in, but you don't necessarily see that the ads are running on Facebook. So it just keeps that in mind, when you're setting up your placements with our CBO campaigns, if we're driving enough traffic per day, we'll set the one day click. If it's something on a much lower, lower budget, and we're not getting enough sales over a given week to equate to about 30 to 50 sales a week or three to 50 leads a week per campaign, we'll set this to seven day click and one day view. 

• It seems to optimize more effectively. Now this is a four by two setup, as I talked about in the split testing video. So each of these ad sets have two ads within them. And in this case, it's the same video, different thumbnails, same copy. And then from there, we can go ahead and test.

• And essentially once this is set up, we can just duplicate this campaign, change out the interest group and rinse and repeat and do this over and over and over. 

• You just have to make sure that your conversion result is what it is that you want to be optimizing for. In this case, we're doing it for purchases in this account, we're doing it for leads or even for registrations of a webinar. 

• Make sure you have your pixel set up accordingly so you can optimize your campaigns effectively and thus be able to scale your campaigns, utilizing the conversion metric, and then be able to scale your business from.

David (00:01):

Hey everyone. How are you doing, going to be putting this video together for you breaking down conversion campaigns, how to best use them and how to make sure that you have a variety of conversion campaigns that are going to handle things like retargeting bundle upsells, even just straight to sale type campaigns. Now I'm using primarily an eCommerce account to showcase this, but at the same methodology applies to lead generation, whether it's through webinars, application funnels, case study funnels, so on and so forth. The intention behind the campaigns are the same. You just simply have to make sure that your tracking is in place in order to see the difference between traditional lead gen versus something like generating sales on an eCom store. So in this case, the whole intention of a conversion campaign is to obtain a specific result pertaining to either a CPL or CPA of some sort.

David (00:53):

So in this case for an eCommerce store, we're focusing on a CPA, the CPA of someone acquiring the product that we're promoting. And so when we were putting together these conversion campaigns, it's actually based upon a different interest groups or a bundle of interest groups look alike, audiences, so on and so forth. But we also make sure that our conversion campaigns are complimenting each other. Meaning we're using specific interest groups to acquire front end sales or brand new people into our funnel. Then we're using retargeting to get people to buy additional product or even upsell and buy bundles. So in this specific account, as an example, acquisition campaigns are essentially top of funnel. They're acquiring brand new customers, bringing them to the store, bringing them in through our creative, to buy something from the store. In this case, being a super food product, they come in, they purchase super food.

David (01:47):

And then from there, we take them through middle of the funnel and in the bottom of the funnel. But most people, when they look at bottom of the funnel, they just look at it as that being the end result, being the sale. In this case, we're looking at bottom of the funnel bank, upsells or bundles on top of the initial sale that they made, which is buying the superfood. So before we go ahead and create a new conversion campaign, anything labeled acquisition is pretty much a front end sale. Just bringing people in at the very top, just bringing them in the door, showing them what we have. The offer retargeting campaigns are essentially what we'd like to consider middle of the funnel, because this is retargeting of people. Who've already bought something. They're looking to buy more product, whether it's additional product on the store.

David (02:30):

And the same thing could be applied to a retargeting people with a top three, top five or top 10 list of products from your store. But once again, that same thing could be done from a lead gen standpoint. If you're doing lead gen, your retargeting could be to buy a trip wire. It could be to buy, um, some sort of guide or a checklist. Even your retargeting could be to be a part of a different email list, such as let's say, joining your email, uh, email newsletter. It could be to join a paid from a free newsletter, could be to join your Facebook group, right? That's the additional, uh, sales, so to speak that you're bringing on from someone who's just coming in from the top of the funnel. And then for us, at least in this case, the bottom of the funnel is retargeting people with what we called the juice retargeting in this case.

David (03:16):

Cause it's for a super food company, we're retargeting them with, with cleanses and other types of juicing products. And so that's the very bottom. These are once again, retargeting people who've bought something, but taking them to someone's complimentary and not necessarily the exact same product we were already selling them. And so we make sure to have different opportunities for conversion in this case, our core conversion metrics, our sales, but we can also optimize for things such as add to carts, initiate checkouts, and then purchases. So as an example, in this case, if we were looking to optimize our conversion campaigns for different size audiences, we want to make sure that our largest audiences are optimized specifically for the core goal we're trying to accomplish. So when it comes to the acquisition campaigns, because the audiences are so large, we're going to optimize for a purchase from a retargeting standpoint, we'll test add to carts, initiate checkouts and purchases.

David (04:13):

Why finite audiences they're much smaller. Thus not every time when an audience is smaller, does it optimize better using something such as purchase? So in our case, we've optimized our campaigns also for add to carts and initiate checkouts, because oftentimes that'll allow us to bring in that traffic more effectively. You could see the frequency is incredibly high. So we want to make sure that our add to carts and our checkout cost is low so that we're able to bring in sales at the return on ad spend that we're looking for. And so if you're applying this as something like lead gen, as an example, let's say in this account and this account, we're primarily focusing on lead generation and then getting people on our, our application list or even our webinar list in order to become a part of a program. And so Legion, as you can see, this is top of funnel.

David (05:04):

We're bringing them in through a, a niche guide and a mini series. And then we're retargeting all of the people from the lead gen going to webinars and then possibly even an application type funnel. And so in order to do that, we need to make sure that we have enough leads coming in so that we can retarget people to join the webinar. And then from the webinar based on what it is that we're planning to target them with, whether it's a course or possibly getting them to apply. And then we talk to them on the phone, that's where we can develop a sale and eventually build a relationship with these people. And so make sure when you're setting up your campaigns, your conversion campaigns, that, um, as I mentioned in the previous video, you want to make sure that if you're going to do bundles of interests in one campaign, that you leave an adequate enough budget so that Facebook can test all of the different audiences.

David (05:59):

Simultaneously, if you segment out your audiences, you would do one audience per campaign versus bundling them all together. So in this example, you have 23 different ad set groups in this one campaign. If I split them off and segment them, we'd have 23 campaigns with one interest group or one audience group per campaign, but we would duplicate it three additional times. So that way there's four ad sets per campaign set to a budget of anywhere between a $25 a day to upwards of a hundred with one singular interest or audience group. If we're doing a cluster, we'll do something larger with such as 200 or even $500 a day. So that's what we do for lead gen campaigns. We do the same exact thing for e-comm campaigns. In this case, in this account, when we clustered interest groups together, we did it at a hundred a day when we broke them off into individual segments, we did it at 25 a day. So this is an order for us to optimize based on our core objective being acquired purchases in this one account. And the other count it's to acquire leads or even just webinar conversions. So we could sell on the backend, sending up a conversion campaign incredibly easy. I'm just going to show you what it looks like by duplicating this.

David (07:13):

Now you'll see that when you're creating this conversion campaign and you just put your naming convention, I like to label it by what's. The core goal. Ts is the, it's an abbreviated initial for the product acquisition. WC is website conversions. If you want to put con V for conversion, you can do that too. And then in brackets, I typically put, uh, things such as either the interest or the audience that's within the campaign. We're doing automatic placement, automatic bidding. So we put auto bid in this case, and then this is the labeling for the creative that we're using. So in this case, when I labeled my creative, I have it labeled as new Ts one slash two, which means two different variations of copy. Each one of the videos is labeled T S so I know exactly what it means. And, uh, well, this copy is only because we're copying the campaign.

David (07:58):

So you want to make sure your details are set to conversion. And of course now with CBO is becoming more of a default. You want to set either your daily or your lifetime budget. I like to use lifetime budgets for webinar campaigns. They seem to optimize more effectively in a short period of time. If you're doing something like lead gen or ongoing e-comm campaigns, you would set the daily and then put your budget here accordingly. In this case, we're sticking with highest value or lowest cost, but as you can see, you have other options here. So just cost cap, bid, cap, minimum ROAS, and target costs. I honestly suggest you test all of them in separate campaigns to see how they best perform. Sometimes cost cap will work better, or even bid Cabo work better than just selecting the default. And so you have to make sure that you test the different bid strategies.

David (08:42):

If you want to be able to optimize for much larger scale. Now, when you're setting up the campaign, as you can see, we already have examples here of the, the ad set or audience group, but it's very similar to the previous way of doing things. You put your custom audiences in place. If you have any location, age, gender, language, detailed targeting, being your audiences you want to target. Uh, in his example, we like to set things to, uh, edit placements and choose the placements best optimized for, but Facebook has suggested that you use automatic placements, especially if you're doing something like video campaigns, automatic placements can do incredibly well for you. Just be careful with videos less than 60 seconds. Cause sometimes they'll optimize strictly for Instagram and you may not even notice, and you might be getting cheap leads, but sometimes you may not be getting qualified leads.

David (09:30):

Same thing with purchases. You might be seeing purchases come in, but you don't necessarily see that the ads are running on Facebook. So it just keeps that in mind, when you're setting up your placements with our CBO campaigns, if we're driving enough traffic per day, we'll set the one day click. If it's something on a much lower, lower budget, and we're not getting enough sales over a given week to equate to about 30 to 50 sales a week or three to 50 leads a week per campaign, we'll set this to seven day click and one day view. It seems to optimize more effectively. Now this is a four by two setup, as I talked about in the split testing video. So each of these ad sets have two ads within them. And in this case, it's the same video, different thumbnails, same copy. And then from there, we can go ahead and test.

David (10:15):

And essentially once this is set up, we can just duplicate this campaign, change out the interest group and rinse and repeat and do this over and over and over. So once again, this is how we go ahead and set of conversion campaigns, not just for econ, but you can set this up for lead gen as well, Legion being webinars, uh, case study funnels, application funnels. And you just have to make sure that your conversion result is what it is that you want to be optimizing for. In this case, we're doing it for purchases in this account, we're doing it for leads or even for registrations of a webinar. So make sure you have your pixel set up accordingly so you can optimize your campaigns effectively and thus be able to scale your campaigns, utilizing the conversion metric, and then be able to scale your business from.