Hello, and welcome to my jargon busting series. This is for anyone that’s been into Facebook ads, if you work in financial services, you’ve had to look at the results. There’s loads of columns on a table and you have no idea what they mean. This is for you.
So clicks all so there are essentially all the clicks on your ad sites, including likes, shares, every kind of click whether it’s like a read more to see more of the text on images clicking away to your profile. So this can show whether people are interacting with your ad but not necessarily on the call to action. So if you’re getting a really low link, click through rate on your call to action buttons, but high clicks it may be that people are reading the read more bit and not taking action. So it could be a text issue in your ad. So clicks or so that all the clicks on likes, shares, on your profile everything they can click on your ad.
For more information take a look at Facebook’s help pages
welcome to my jargon busting series. This is for anyone that’s been into Facebook ads. If you work in financial services, you’ve had to look at the results. There’s loads of columns on a table and you have no idea what they mean.
This is for you.
So if you’ve looked at all the columns, you’ll see link
clicks and then clicks in brackets all link clicks are when someone clicks like the call to action on your ad, whether it be learn more, watch this, send a message or whether they’ve clicked on the image or any kind of hyperlink that goes to your website or whatever it is you’re trying to do. So link clicks are what we look at, see how the ad has been effective of them clicking on a call to action.
There’s more information on Facebook’s help pages
Hello, and welcome to my jargon busting series. This is for anyone that’s been into Facebook ads. If you work in financial services, you’ve had to look at the results. There’s loads of columns on a table and you have no idea what they mean. This is for you.
So frequency is the average number of times a user has seen your ads. So if it’s 2.0, on average, people in your audience have seen your ads twice. So don’t get that confused with reach and impressions. So frequency is average number of times that your ad has been seen by individuals.
For more information, take a look at Facebook’s help pages.
So our best method at the moment for generating mortgage leads is through having a conversation with the potential customer. So what we do is we run a Facebook ads, and we put an advert in their news feed on Facebook. And we can target people that are have been interacting with content related to mortgage. So let’s say we’re going after every mortgage, we want to remarket leads, we can target those people that’s really easy. And then we create the ad we get them to click through to the website, rather than say like a sales page. We get them to drop into Facebook Messenger and we say that you can chat to an advisor now this conversation is automated, so you don’t need to do anything. We’ve scripted everything and we’ve been working on this for over six months and we’ve got it working really well. We lead the conversation with the customer we asked the questions that you need. So you can have input if you want specific information, you can ask us and we will adjust the script to will ask the customer that all the answers and then pulled into a CRM. So normally when you
HubSpot CRM. But if you’ve got a CRM already, we can use that. And it basically what happens when they finished the whole conversation, they’ll book in a phone call with you. And this is all advertised as your brand as you. And then basically you get an email, and you get all the information, all the answers and you get, you know, when they want to call back, they’re expecting a call from you. And they’ve had a bit of a conversation with you already, and you’ve got all that information you need. So I’m going to dive in quickly show you how that works. Okay, so we’re in Facebook. So what would have happened is they would have seen an effort in their newsfeed and your normal sort of Facebook user newsfeed and then it will get them into a chat where it would start off and we’ll ask them why they want to remove this. This is obviously for remarketing. So let’s say for a better deal,
and then the response is automated. Like I said, we have scripted it
and as you can see, we ask you the
Questions. And essentially, this whole conversation now is automated. As you can see, the response comes back automatically. And then we’re populating those answers for you. So again, we are their scripts can be custom, or you can use the ones we’ve got at the moment. You can see the product. This is a test account on sale, tried a few things. So there’s me, that’s my facebook account that I would normally just see one product here. So I mean, say I looked at better mortgage deal. And you can get my age Are these all the answers that I had to the equity release question, but basically all the answers to the questions get pulled in. And so we are things that are the got access to the credit report,
deposit, get my email, employment status, my income.
And basically these questions that you ask our customer and everything’s pulled in. So when you are arranging that phone call back to the lead, you’ve got all that information there and then you can obviously take it from there.
About or Facebook or three things is when the targeting because we’ll talk a bit about the media in terms of in terms of the then and also the different ways you configure your ads as well. flexibility there. Yeah. And also obviously in terms of the cost. One of the things obviously whilst as PPC and Google search is great, often it does come at a price. Really, it’s a case of but but then it does tend to convert better to lead us as a case of really going through and if you are gonna be doing both on this tracking it all the way through to which of those leads that come through, you actually end up going to business
Hello and welcome to this week’s talking ads. And we’re going to be following a similar format that was a few weeks and we don’t necessarily bought So as you’ve seen along and but we can hopefully give you some tips on some things that have been coming up in the group some questions that people have been asking. And so first of all, we’re going to talk about as not being approved because of a disclaimer, and how that’s actually not necessarily the case. So Tom’s gonna go through that one. And then Alex Scott, a little hat as well around scheduling arts for a certain time, which I agree with you. So Tom will start with you.
Yeah, sure. So I think there’s actually been a topic for discussion The group was yesterday, I think it was approval and interesting, interesting. One thing that was okay, was the disclaimer, then what you’re saying with the people we were nothing is only put about two brokers have asked for the who’s compliant to set the display music on the ass. As I say, it’s up to interpretation, whether that’s, you know, for each compliance department, whether it’s right or not, and you should go back whatever that is. But yeah, just just interesting, sort of, from our point of view to see. And also I think the swing about in terms of whether the is whether there’s an approval issue in terms of getting the disclaimer on that because what you’re not allowed to do on Facebook is making assumption about someone. Yeah. And a lot of disclaimers are framed with the you cannot, you cannot do this.
Yeah. So if you pull up the first year to the one that was approved, yeah. So this one was approved, and this was fine. It’s all around and you’ll see at the bottom there in terms of yet you’ll hate my repossessing he’ll keep up repayment on your mortgage, and that also yet approved through fine. And then in terms of the one that wasn’t approved.
Again, same disclaimer, I think there was actually caused the debate at one point about whether this was the issue. The issue actually wasn’t that it’s actually the issue if we see above in terms of the question, How much could you save? So one of the things that Facebook doesn’t like, which I think is probably most common thing people tripped up on is asking the question or make an assumption that someone Yeah, say could because people often like to do that to try and make it relevant to the audience. And problem is, you’re not allowed to make assumptions about people in the audience.
Yeah, so you’re not allowed to say things. So for example, you wouldn’t be allowed to say, Are you looking to remortgage, you could find a better, right, if you did, whatever, you’d have to say, people that are looking to read mortgage can find a better rate by whatever you’ve got, almost like, make it make it. Yeah, and that’s one of the most common things with terms of people often get tied up with the disclaimer, when it’s actually not necessarily the issue. So here’s that Facebook warning you can see. And so in terms of Yeah, as a direct question, or makes an assumption that the users personal attributes, so yeah, the Facebook users don’t let it get you down, or your customer either. So yeah, those those kind of such as you continue to make it general over people.
Yeah, and that’s where the most common disapproval that we see more the other ones is worth mentioning. The outside on there was also 10 over an image. Yeah, so we don’t really use that money title in this text over an image. But you do want to use it, it’s got to be a quarter of the size of the less than 20% of them don’t fit sorry, yes, and 20% of the image sizes, that’s just be aware of, but and then yeah, if you’re, especially if you’re compliance, saying, you’ve got to have the disclaimer on the image, then you’ve got 20% to do it, I would try and challenge that as much as possible, because it feels a bit off putting on the event, I think, at least in this one, the ones that have been approved that, although it’s in capitals, it’s you have to click the More to see it.
So it is in there, but it’s not hidden away. But it’s not really bold, and you’re not a negative message there straight away. So if you have to, if you’re, I’d say, if you have to need it on their CV, you can get it as part of the tax and put it in the bottom like this one. And even if it’s in capitals like that, and but we do know a lot of networks don’t require that as well. Yeah, naturally, and also is worth noting that we don’t actually see much difference in performance between those that do and don’t have, that is one of our one of our best performing ones. Yeah, yeah. So yeah, a lot of people don’t click that more dream only just, you know, the headline does enough.
So, so yeah, so it’s interesting, because I was getting confused. I always thought it was like, anytime you you and your It was a problem, but it’s actually when you put that question mark, and it’s just all you would have a big issue with the disclaimer on Facebook. Yeah, yeah. Yeah.
So it was David and greatest today. So we’ll drop a link to David. He’s not watching live just to check that one out. And also in my mastermind, as well, we had an issue with that as well. So clear that up with him as well, because he’s been approved. Now with the original disclaimer. Yes, yes. Right. Cool. All right. Brilliant. Okay. So yeah, I we’re going to talk also about scheduling ads to switch over to the desktop here.
So smart won’t actually go through your spreadsheet first, actually. But basically, what we found on chocolate out first, if there’s nothing incriminating, you know, Skype conversations is not what’s up. Okay, so. So you’ve got so this is basically. So this spreadsheet shows how the delivery of ads spent over time. So this is an example of what we ran over a three day period, it was see how our ads were delivered was mentioned it we did it on a daily budget, and you’ll go through society at lifetime in a second. And you’ll see in terms of that column D at the time of day, the reason it’s not comes up a few times is it’s okay.
I know you’ve got something that so flashed up to us after a few days of this campaign running. Yeah, actually, we might want to look at this a different way. Absolutely. Because your prime time here, you’ve got evening time we’re not a lot of money has been spent, which ideally, you know, six o’clock, that’s when although and this one we normally we find the evening as got more leads coming in.
But yeah, it’s interesting that in that prime time after work, and lot of people on their phones, that it wasn’t spending a lot of budget. So we’re just been testing this or recently. So what Facebook say is, you can only schedule your ad set to run if you use a lifetime budget. So whether you say I want to spend 100 pounds over two weeks. And then so if you are asking me, why wouldn’t you earlier and I kind of said that when that lifetime budget has been exhausted, you have to then set up a new campaign and do it again, you lose everything that you’ve learned from that come and you start fresh and sometimes starting afresh is good. And sometimes we do that if if a like an asset or campaigns not working very well. But I’d rather be control of that and have a daily budget and run things over Hong Kong is really useful stuff.
As always, nice little comment in there. Doesn’t say who it was sorry. Oh, but it have just made it come up on the screen. Look at our overall faces. Don’t know how to get rid of it. So we’ll just keep that in there. Yeah, great.
Okay. So. But as I said, we prefer to do daily budget, because we’ve got campaigns running all the time, we want leads coming in all the time. So I found a bit of a hack this week is a bit awkward, though. So I’m going to run through it with you. And I just need to get some why that’s the way here.
Okay. So I’ve got let’s say, this real mortgage campaign is off at the minute. And he says, I’ll test accounts is not spending any money. But essentially, if I go in and click that campaign, and I can set a rule, and I can create a new rule, and OK, so the rule is applying to this one campaign. So if you’ve got multiple campaigns, you gotta do this, obviously, for each one. So my action is to turn off campaign when this condition has been okay. I know, because I was, I believe what we’re doing here is, so I don’t know if you need to do this bit. But I’ve only worked I’ve only done it.
But I’ll tell you what I mean. So it seems like you have to have can conditions in there, although you’ve set the campaign there, I’m adding this in, which is kind of doesn’t make any sense. But as it’s a hack is having to work. So I’m just putting the campaign name in here. So if I’ve got this campaign, and the campaign contains that name, it doesn’t make sense. But I think you have to put the condition in there. Hopefully, that makes sense. Yeah. Okay. Cool. And then you’ve got your schedule. So this is where you put in a custom shed your so
Oh, okay. Right. Okay. So in my other account I had to do in Pacific time. So just double check. So we’ve got another a CAD CAM, which we didn’t actually set up to might have been the way it was set up. Um, yeah, so I was testing this early with a client and, and it would only let me do it in Pacific time in American time. So as you can see, I’ve got the calculator ready to go.
But if you set up your account properly, this makes it much easier. Fantastic, right. So it’s going to turn off my account from 12am in the morning until 6pm. So I’m not recommending these times. By the way, this is just me saying, if you want it running off in the day, yeah. And do that for every day. So choose Sunday money, you know, do repeat that whole thing. I could do that now. But I’ll just obviously bore everyone. 6pm. I do that every day. Yeah. Ok. Cool. So and then you’ve got to use an email notified when it’s running. So if we just call it the off rule, and we create that cool, but we also need to make sure it comes back on again, to create new rules.
So make sure to click the campaign that we want. There’s rules create a new rule, and we want to turn on campaign if the name campaign name equals the name, it will be case sensitive. So like I say, you might not need to do this bit. But I’ve just been playing it safe, like to have a condition and then custom. But this time, I’m doing it from 6pm until 1130, because it won’t let me do to 12am. So it’s a bit of x is that half an hour between 1130 and I’m not sure it’s gonna be on or off.
But again, do that every day, and then call it on then create. So if I had set every day and done the same settings, this campaign would only come on between 6pm and 1130 at night? Yeah, and that is my little pack. Yeah. Which, yeah, so it’s one for to test. So I think we haven’t we’ve, I’ve literally sort of recently discovered it. And it was based on an assumption, and a lot of the times things that we assume should work don’t, so don’t do it and blow me for just test it fine. If you get better results. But in general, logically, it makes sense that that will work better for our campaigns.
Yeah, as one and also it depends on the brokerage and have some brokers in the 95 because without office, but some forget in the evening. Yeah, either. Because that’s when conversion rates may be higher, because people are easy to get hold of an evening. So the apps right away so it’s those kind of things as well. And also, you know, the same with weekends into the site mornings, we’ve always found typically convert quite well. Yeah, for these, we tend to get fed for our money.
And just one last thing that might be a good one for next week is where you can set the condition for campaigns turn off when you reach get certain amount of leads, you certainly can say, if you have a daily say you only want five leads a day. But yeah, so he can handle in terms of capacity. Yeah, and say you have 20 quid budget or whatever or physically, but you say, if you take the fifth budget that you reach to have a great day, yeah, research five leads for the 25 quid. Yeah, the complaints, which is off with in terms of so you actually save the money because you can’t make any money?
Absolutely. So definitely, one thing for our mastermind those guys, because we are kind of where they want X amount of leads per day, rather than want to spend X amount of days we’ve got some clients that want to spend whatever it is per day got, I’m thinking that business finance one, they want to spend thousand pounds on Monday, Tuesday, Wednesday, and nothing for the rest. And they were doing that on Google. Google makes it really easy. But thanks, Moon is obviously it’s a bit of a hack around to do that every good point. Some people just want them during the day. So maybe that will work on this is a mix.
Absolutely. So there is no like one or two when it comes to like sketching in and you got matching up what we said think you probably get more for your money in the evenings in terms of the amount of leads going through. But then if you’re going to be reading them, you could argue that you’re not getting them in the day when the more expensive when you like, yeah, I’m also happy to call it an evening then it’s depends on the broker broker.
When when I was freelancing as a Google Ads consultant with pension company, we were spending about 40 grand a month and one of my winds was bidding differently during different hours of the day. And because we were tracking right back to sail as well as it wasn’t just getting the lead costs, it was around cheapest. Our best leads came in this certain time. And then it’s really easy and Google so we could do that as a have to do Facebook ads, and they can show maybe next week, then we’ll show how easy is to do the bid scheduling. Yeah, and Google ads. And then if you only want to lead a day and pause your campaigns, what do you got to leads per day on Facebook? We can do that as well. Yeah, audio grip, and that’ll be it for this week’s episode.
Next week as yet. We’ve got some things coming up. So exciting. So tune in and yet yes, I’m just gonna one last minute plug of the podcast. Thank you ever so much for listening. It’s been incredible. So the numbers coming through on people listening has kind of exceeded my expectations, and even kind of the last week so I know I spoke to a lot of brokers because we’ve been people have been applying for the mastermind. They all they all mentioned. Pete, Matthew and God. So it wasn’t people that worked in financial services as kind of like all I’ve got loads of marketing experts lined up. But actually Jake, he was on last week. He’s almost got many downloads as God and he’s a LinkedIn.
So yeah, thank you so much, everyone for listening and for keeping listening as well. If you haven’t seen it, if you go to iTunes or Spotify is lead generation for financial services. And that is out every Tuesday. rim. Cool. All right. Cheers. Thanks, everyone.
Hello, and welcome to this week’s talking. And it’s been Alex. We’ve also got Tom on the webcam, it can be both coming for today.
And I really can be going through and how many times people at the same people will see you ads on Facebook. And Tom’s got some other stuff to do with frequency and saturation that we’re going to cover. And also Alex is going to go through some remarketing stuff and how to get the people that have seen your ads on your website. So yeah, we’ll find something interesting to take away from it.
So my Oh, we bring you in. And then you wanted to mention it last week didn’t worry about people seeing the say the same people how often they’re seeing your ads. So can you see that right?
Yeah, that’s right. So one of the things we were sorting through was, yeah, this whole element of frequency and then how often should your ad BC and in terms of the so slightly different depending on what the objective is, if you’re talking about remarketing later on, and you probably will not be seen more times But broadly speaking, is actually have an indicator also of what your audience is completely saturated. By that I mean, how’s your reached every single person in that audience and easy just going through them again, and again. So from the example you can see that we’ve got two sets, one that’s mortgage broker broad, which I think is got 120,000 people in it, mortgage loans, bad credit Hd 250 and the last 7000 people in it. So we ran similar budgets to the two and as you’ll see that far right column, the frequency for the mortgage broker boys about one, the ad has been seen by everyone 1.27 times, which is about what you’d probably expect. But then you see on a mortgage loans, bad credit, it’s been seen 4.42.
So that’s quite a lot of sort of times, those people have seen the ads, it’s probably it’s probably too much. And the challenge that you sort of have is, if you’re an keeps getting shown to the same people too many times, and they’re not clicking, they’re not selling into leads. Well, for one thing, it’s a waste of money, that it actually becomes worth value as time goes on. Because it shows that Facebook understand that no actions have been taken. And, and people may start hiding your ads reporting exists, it’s too often that kind of thing. And then you’ll start to see your cost per thousand impressions going up. So somebody has really taught me to be kind of like careful with the done when you’re out to be seen too many times, also seen by the same people too many times, because it can actually be counterproductive. And one thing is, as well, it’s actually potentially an indicator of your audience being saturated.
So in that case, you’ve got, as we said before, yeah, I’ve been seen by every single person in the audience. And, and it started going through them again. And there’s actually a way you can actually check feel or the saturation as well. So basically, what you would actually do is when you have your ad set, and there’s something called your ad status. If you hover over that, you can click on the delivery insights. And it brings you this it actually shows, okay, so it gives you some data and gives you a date, how many impressions you’ve had, and you’ll see that far right ratio, your audience reached ratio.
So that shows what percentage of your audience and your answers or your campaign is reached. So you’ll see on that that bottom day, which means 22nd is Yep, so 4% of our 4.28% of orders have been seen by 20 seconds by the time I got to the 26 was 9.67, so you can see what so almost going at once like like 1% a day, we’ve essentially got 94% left to play with. So broadly speaking, you’ve always got 90 days of the campaign until you saturate your audience. But that’s and then again, not strictly true, because your audience will then replaced with new people as new people, you know, fall into that audience because of the things I’ve done. So it’s a remarketing audience, they don’t remove your website, they interact, removing posts or pages on Facebook, they start to get thrown into the audience. So that’s why you see that middle column, the first time pressure ratio that will always go down because fewer people will see your ad for the very first time until I always get replenished. And then next thing you know, you’re getting in front of new people for the first time once again, so it is just important, it’s really important if you’re a small audience. So particularly brokers are doing things locally, we don’t really actually which issue with it when we do things nationally that if you’re doing it and say, I don’t know what audience say.
So I’m our national remarketing audience, about 232 thousand. And if you do that locally, obviously, it’s a lot smaller. So as you’re kind of and get shown, you’ll be seeing the game front of that small audience more often. And that’s when you saw that you frequency in your saturation issues come cool. Nice. Sounds good. I mean, we’ve had some I’m thinking that wasn’t like a mortgage, this one, we’ve got a really sort of niche insurance products. And sometimes we’ll have like, small audience on LinkedIn and a small one on Facebook, and sometimes just pausing it, and then going over to the LinkedIn one, and then coming back to it later, we get better results. Because either the audience has built up bit more, or you know, people have then forgotten about it. And then that actually can be, I suppose, because sometimes you do not everyone’s going to act the first time they see the ad, they might take two or three times. But I think you’re right, like four times. And you’ve only got one in add in there. And it’s literally the same one could be like, I just happen to be I mean, I haven’t seen before and you see the same at numerous times. It’s like you thought it clearly. Yeah, and it just doesn’t look right.
Mm hmm. And I think some pretty much all the all the sort of how to episodes we don’t want we talked about the location target and everything was like, it just seems like the bigger your audience the better in kinda like every every front, right? Isn’t it? Because you’re not?
Yeah, absolutely. Everything’s bad value is less competitive to get in front of a larger audience. So you CPM, the lower the audience replaces quicker the sphere frequency problems for us? Yeah, always, if you can do it nationally, I would always say do it. It’s nice, because it’s always always can be sort of, sometimes enough to two or three times cheaper to get the lead in nationally, that can be locally. So yeah, absolutely no brainer for us.
Having said that, I was speaking to someone yesterday, and I was just reviewing their account. And they had like three and a half million people in the audience. It was like, too big. So he’s getting just getting that balance, isn’t it and you don’t, a lot of times, you don’t know until you’ve run some ads to find out. It’s because we got there was another guy who wanted us to do like a strategy session for a day. And I was like, I can’t really tell you anything until we’ve actually run some out. So whether together find the audience without ever going to be good until the actually runs and stuff. So I think you’ve always got to spend a little bit of money in the beginning just to find out what’s going to work and then it should get better and better and better.
Yeah, absolutely. And when you say about the big audiences, then it makes sense to go through and start narrowing them, as you’ve said, in terms of Yeah, yeah, absolutely huge audiences, then it’s quite good to go through have the audience is almost like your base audience that you go through, then you split them into like males, females, by age groups, and by any other kind of interests that are also relevant as well, and then run them as different assets, each outset sort of comfortable, you know, having stated got 20 quid a day you’re running for ad sets have five pounds each on each outset. And yeah, then see up thumbs down, you can see some, some perform better than others. And also, you can be more targeted with your ads as well. Yep. Awesome. Cool. And then you we were looking through looking at rules and automation and things like that the other week, and we found a role where you can, if your frequency is greater than two, you can then push it back.
Yeah, that’s right. In terms where you can set that frequency, I think it was to whatever, whatever it was, you can, you can do quite a few things with it, you can pause your campaign, you can get notified or you can come up and or increase or decrease your budget, or even your bid, which is still quite the that the bill the bill adjustment things quite interesting. And some of that mean, we know when I saw how good of a look at in terms of Yeah, so you can always get a warning through that if your frequency is greater than whatever you want it to be with us two or three, we’d probably have maybe have it to, you tend to want your frequencies, but to be between one and two. If it goes above that, and you start to think, okay, maybe maybe these people are seeing it too often. Or we’re all certainly it’s that alarm bells that maybe the the audience is becoming saturated. So yeah, in terms of, again, using the rules to sort of alert you of that and then make any adjustments is, yeah, there’s maybe like we do with as much stuff as we can to make it as automated as possible.
Cool. All right. Nice. If anyone’s got any questions on that gives a shout on that. And then yes, I’m going to talk about real marketing. So this is when someone goes to your website, and you do want them to see an ad. And this is where we get most of our business from as an agency. And it just works well in all because the chances of someone wanting to get quote from you or do business with you, the first time they ever see you is pretty slim. And in fact, the ones that don’t jump just then that can make a considered decision. We had a client in yesterday in the office who originally saw us July last year. And because they see stuff like this and they see remarketing ads or things like that, then they’ve got to know us a lot more. And it’s kind of that we all want business quickly. But unfortunately, it is not always going to happen. So cool, right? I’m going to I think I’m prepared for once.
Cool. Okay. So first of all, you want to make sure you have got the facebook pixel all on your website. And if you’re not sure, and you use Chrome, there’s a Chrome extension called facebook pixel helper. And if we jump over to our website, and it comes up as this little thing here. No, it wouldn’t work with it. Okay, well, for some reason, it’s not coming up. But if it’s green, you’ve got it on that. I don’t know why that’s not showing. That’s a bit annoying. Okay. Apologies. It was working two seconds ago. If it’s green, it’s working if it’s got to in there as far as we go. So yeah, it’s telling me that I’m tracking page views. And this is my pixel numbers, you can go in your account and double check your pixel ID, we did work with one client who had about six Facebook pixels on our website, just make sure you’ve got one pixel per website, if you’ve got multiple brands, make sure you got a separate pixel from each one. Because if you’ve created those different brands, it’s probably because they’re different audiences see if this is going to work properly, one pixel one website one audience if that makes sense.
Cool. So okay. And then if to create that remarketing audience if you go into ads manager an audience is that will bring open your audiences. Funny enough. And then it’s really simple, literally going create audience create custom audience. And then from website traffic us obviously loads of other examples, I’m sure we’ll do some tutorials and stuff on that. But essentially go to website traffic. And then yeah, if you want to do as simple as anyone that’s been on your website in the last 30 days is already set up as default. And I saw like, call it Ria Rm 30, you might want to do over 60 or 90 days, however you want to do it. So you could create that audience, you could create an audience of people that have been on a specific page, so we can include or exclude them by page. So if you don’t want to get in front of someone that is already a lead, there’s couple of ways of doing that, actually, you can exclude them by account got lead tracking on here, because it’s a test account. But if you’ve got a lead as a an event setup already, you can exclude people who are a lead if that makes sense, because you may because if you’ve already spoke to them, you may not want them. So your answer is different.
For us as an agency, we like to our leads, just keep seeing our ads, because it’s a longer sales process. But as a broker you may not want to. And then you can also do it by time spent as well. So the top 25% so the 25 out of all the people who have been on your website in the last 90 days, the top 25% that spend the most time on your site, if you want to go into that sort of detail, a lot of like smaller companies probably don’t, just depends on how much traffic you’re getting, really, whether that’s worthwhile or not. And it’s so easy that you just create, literally create your audience. And then it’s in your list of audiences that you can you can use when you when you set up your outset, you can also create a look alike of that audience as well. So find new people similar to your existing users. So I can find people who are similar to the people that spend the most time on my website. So that’s pretty cool. And then create that and then it will say, because I call it Rm 30, or say, Rm 30 look like once is created.
And then it’s pretty easy to us. If I go back to my test account, Once it loads it. I think I’m on the wrong Wi Fi. That’s why everything’s a bit slow. So I can edit my targeting. Now I should be able to choose that audience I just created. My internet is being very slow. Yeah, never works when you live. There we go.
Oh, yeah, by the way, let’s do a little mini announcement. As we all know, it’s letting up now. So hang on me, Tom. Sophie and I are sleeping rough in Cambridge United Football Stadium this Friday for homeless charities. There’s one called Jimmy’s in Cambridge. So it helps famous people in Cambridge. There’s also one called St. Charles united, which I think is amazing charity. They did the Football World Cup for homeless kids alongside the FIFA Football World Cup in Russia. It’s incredible. I put a link out to their YouTube, I’ll put a link in the comments to that as well. And to just give them page if you’ve got five of your English pounds. That would be amazing. Right? Okay, so I finally just jump back to screen.
Okay, so if I go down to my audience and go custom audience, my, that one I just created is right at the top. And that’s it. I don’t need to do any other targeting. Just select that one. That’s it. Easy peasy. There we go.
That’s possible for you if you don’t have the pixel, so that’s right. Yeah, if you don’t have the pixel that’s not going to work, the pixel captures the Facebook user connects it with the visit, if that makes sense. So yeah, in that if you haven’t got that sorted out, you it won’t work properly. Or if you’re pixels on a different website, or that it’s very important that you get that fix that pixel. So it’s, I think, if you go in here, you can double check, your pixel ID is gonna take forever to load. But I don’t think I’m going to be able to show you live. But essentially, if anyone wants to know, give me a shout. And I can I can sort it out for you. Cool. All right.
Are we doing a blog asleep? We are going to there hasn’t been a blog for ages. But yeah, we’ll certainly be approving these and I’m going the week after I’ve got a talk in Cambridge at a conference and then I’m going to another conference. So there’s lots of interesting stuff going in that blog.
Yeah. Well, thank you, everyone for watching.
See you next week.
Hello, and welcome to this week’s talking at we’ve got a bit of a different one this week, we are going to have it a bit of discussion about location targeting for Facebook ads, and Alex and people are asking him about it. And we’ve got an hour as an example to show you. And I’m just going to talk you through a few points, which hopefully you will find useful. So Alex is going to bring up the
Yes, it is this. So often we normally find ads that we’ve seen off feed I think we just found so there’s not an ad we have created, it’s an app that we saw seen from Spanish services, funeral plans. And what we found interesting was because you can go on into Facebook and you can essentially when Tom’s got Facebook page, you can click on this link or info and as you can see what happens there really so we saw this company that just like life insurance wills and things like that we just have interested in that also making a big deal about here the same list fields and literally funeral plan says and they got tons of these as all the different towns so they’ve got the ability they cover obviously nationwide lot of areas but in what it looks like is they’ve got little assets targeting towns because obviously they’re doing that because they feel it’s beneficial. So yeah, and then one of the most common question is like, how can I target in my local area?
And the answer is yes, but we want to sort of discuss should you okay you told me about some data suggests a couple of things yeah, so we must be run loads of campaigns both nationwide and locally. So we’ve got some like Kyle update on this kind of thing and one thing we saw always found near enough most of the time is that the cost of getting in front of people when it’s local and it’s a smaller audience is significantly more expensive than it is when you’re talking nationwide it’s probably because you’re talking smaller group of people the audience size is smaller so it’s more competitive to get in front of those people yeah arguably so as a result because you’re upfront cost of getting in front of those people based on your cost per thousand impressions and it has an impact on all the rest of the numbers for your campaign yeah so about the use of examples but one example in terms of so location targeting campaign we ran so this one you’ll see the important stat is that cost per thousand impressions which is just so like off the rights or center you’ll see the cost per thousand impressions was 23 pounds which is which is sort of like reasonably high which are typically look at anywhere between five and 10 pounds of this kind of thing but you’ll see the click through rate wasn’t bad at 1.25% which gave links in at one penalty for people start clicking at one time at four which you know isn’t isn’t awful and so that’s intended not too expensive truck yeah so I just wanted to surface a little coffee shop thousand impressions and oppression is when it seen in the feed so it’s a cost to the scenes 1000 times in 1000 Facebook feeds in the audience that you define so we normally bit by that CPM yeah click statement because we normally violence cheaper to that way yeah always always which will make sense as well in some stuff Facebook’s basically it is cost per click Facebook’s basically taking a risk that your ad is going to be clicked on and they’re getting a vessel advertising space person was only going to click if they like your ad if they don’t want your advice potentially losing out on it so it makes sense make it better value to do on pipeline pressure cool oh we just had a few people join us so it’s we’re just talking about a CPM cost per thousand impressions were comparing this one here which is about 23 pounds yeah I believe this campaign that was just targeting London was it
I think is Manchester Manchester Manchester postcodes and cost per thousand impressions 20 pounds yeah reasonable click through rate 1.2% which gave clicks at one point it for which if you got 184 clicks you won’t be too disheartened by the reason it that’s not too bad because the click through rate so good so but when you compare that to a similar campaign had sort like a similar see that one and then so when we look at this one you see that come up on that top line that cost per thousand impressions is nationwide is as low as 787 click through rates similar 1.3% against as a decent performing ad but then you’ll see that cost per click is just 59 Pm yeah so that’s three times cheaper than it was and the only the only real difference is the location yeah so then that has a knock on effect for everything else assuming your landing page converts at the same rate would you would you could well the the your lead somebody to come three times more expensive if you’re doing it only to solicit postcodes honestly kind of like depends on the size of the area and everything else but we still find even when doing to select cities or main post goes even though when we have to London the cost of getting in front of those people have been more expensive London particular because they think is quite competitive to get in front of them there are a lot of people within the postcards as well yeah okay so that’s what we’ve always found excellent and I was going to show everyone how to do the location targeting as well but we are move my laptop across this booted me out of my campaign so if you kind of saying that you thought you were quite surprised when you buy those results yeah so I so I think coming from an outside I think you would assume if you’re targeting certain location and people in that location they click through it would be a lot better yeah absolutely in terms of especially when when you sort of make make a point of being local in your out as well yeah there it looks different factors that factor into what I could click the click through rate your ad copy your image same with a good cost per thousand impressions it can be you know theatrical, the actual the way your audience itself, how could you add is for the audience are a lot of different things. And but yeah, broadly speaking, in terms of on the even on the local ad, click through rates, we don’t really see much more than we do on the next year model, which just sort of go to sort of, you know, suggest a few questions about whether being local how much of a benefit is actually have to the user Yeah, especially when it comes financial services mean to people care if that if your local Yeah, it just so, you know, those kind of questions already have how much of a benefit is it? Yeah, absolutely. Okay. And then this is just to point out these are not the stats for this ad. And they have like movies and stuff like that around that little things is that good again, affects the click through rate. So we’re just trying to give a bit of an overview of what would save it
Yes. Okay, so I’m ready just to share my screen now. So hopefully everyone can see that I mean Facebook ads here some actually really easy if you don’t have all this stuff in the white so we’re in an ad sets where you do your targeting on Facebook, and I’ve got a campaign here I think it’s set to UK moments age 3050 languages English, not just set really mortgage as the the targeting. So if we go back to where we have saw United Kingdom, I can take that out.
And then if I like, I can just drop the pin my mouse go crazy, drop the pin in London. And then that will only target people who are in this location in London. And then it still written 20,000 people can also do people who live in this location and how they do the live in location I presume there’s a couple of ways they can do it. Either you put your postcode in, you know, when you sign up, or they may be looking at Mobile pings, and where you spend your time and an easy consistently Yeah, Google, I know, my Google phone knows where workers were hoping that we telling it, yeah, I’m tracking my device. So it’s pretty accurate. So don’t worry about the accuracy so much. Certainly, if you’re just going to do people in this location, it’s as simple as that all you can put that postcards and I can put in p one, it goes quite granular as well, because you put p one p one for to anyone in that tiny little postcode area there.
So actually doing it physically doing the technical stuff is really easy, it will just be a case of seeing what works. I think the great thing I’ll come out Facebook now, I think the great thing is, you can run both campaigns at the same time and do like your London one or Manchester, one, Angela, UK, one with the same ad at the same time. And then you can see yourself You don’t have to, like believe us, you can just run them both and spend 500 day on each and you’ll be able to see. So yeah,
I think do you think we need to cover anything else on that?
Well, it’s quite interesting on the in terms of so it’s almost thinking about Okay, so whilst we talked about it potentially, from example, use the cost per click being three times higher. So if that transferred across your lead it three times I was no in terms of so the value of the properties and depending on how brokers have made, the commission is a percentage of the latter. Certainly, if you start getting these are three times higher in terms of the cost, but then the house prices have three times I cannot do it. That’s, that’s where London can have some value to your leads are more expensive. But if people are like to have to pay high house prices, and it could actually end up being better value.
And it’s kind of this whole thing in terms of is not what he wants to try and get the leads down or the cheapest possible we don’t want to compromise on the quality. Yeah, and that’s all goes the other way in terms of the times and if we can get better quality leads that are more expensive, then that’s just as good yet not only will we always say sometimes are ones or target is your cost per acquisition cost you to acquire customer is that target and we’ll try and get more expensive leads that will bring that successful transaction download. So would you say you said about the testing against each one? And I think I think it’s very like it’s so dependent because you know, someone climate can really work when you’re targeting certain occasion.
Another one, it works better nationwide. So would you always say it’s best to the thing to do? I guess? Well, we’re always been proved wrong, because things are always changing. Because like last week, we we since before last week, I say let Do you use videos in your videos, and your ads are getting much lower cost per thousand impressions. And then we started doing some as it was almost overnight, the plane images were getting click through rates, which Facebook company effects, but the cost per thousand impressions was about the same. So you can’t take there’s not one rule that sticks forever. So that’s why we always have to do that people say, always be testing and it sounds like a stupid, we have to change the copy reactive to what’s going on. So understanding those results. But also just tracking is so easy to track where your leads are coming from the exact ads that you can then just that my cost per acquisition on this ad on this platform for this campaign is this amount.
And that’s the best way to do it. So you can’t just spend 100 quid ones and expect to know everything that’s running on.
But yeah, so it’s it’s really it’s really tough one and I don’t blame people who get confused by it. Because, yeah, do you think and we had a campaign this week and we literally just reset the outset the same targeting and then using that chat before we start getting better quality leads just from refreshing it. Yeah, no, absolutely. Well, yeah, it was terms of so we had that we had the outset running and we had a lot of based on specific placements beta to some of the responses were getting we weren’t we weren’t totally he didn’t have any other tool really expecting so we didn’t have to was off the pleasures of what that wasn’t been reported reset it researched around. And yeah, it was performed really well. Thanks. Yeah, absolutely, I think is because a lot of the time Facebook so when you choose your objective we were using, we want messages.
And there was some people clicking by accident. And because it was getting messages there was finding more people that are probably I think that good stuff. Well, yeah, and having conversations because it could we couldn’t tell Facebook to the objectives to be these long conversations because the chat bots and other system as they get to that, that’d be amazing. You can target people that have the proper long interaction. So yeah, it’s really it’s really, it’s really tough one, but it’s just understanding what’s working what’s not just because something doesn’t work once doesn’t mean you can’t kill instantly if something’s not working. understanding why. Yeah, and that’s why we don’t go through this process in terms of seeing like sometimes sometimes campaigns on was well, because the CPM cost per thousand impressions, everything else has been pretty good, great. click through rate, great conversion rate for the least expensive because of that first initial cost of getting in front of people. Yeah, and that’s where, you know, you got to change me in your audience. So it’s just, it’s just an understanding way changes need to be made for them. I think that’s about it, then, yeah, thank you for watching. And we’ll be back next week, maybe the same format.
So I mean, I think it’s we got a good reaction last week. I think it’s nice to actually dive into Facebook ads and show some things that will find what happens this week and my masterminds is launching next week. So I’ve got for brokers that I’m doing group coaching with I’m sure different things will come out there. And it’ll be interesting the questions that they asked me and pick up things that things that I’m teaching them might bring up some ideas or some other things as well. So we’ll try and bring this stuff bit more this stuff yet to life. And, yeah, we’ll see. I’ll see you on Friday. Have an interview with a branding expert Trudy and the podcast is doing better than I ever for is amazing. So yeah, good, good take upon it.
We got to number 25 in the UK in the marketing section we’ve since dropped because I spoke to a lot of brokers because this mastermind thing and they all mentioned it and what they who they did mention where Pete Matthew and God Stephen said he’ll do that job not marketing expert. So I’m going to try and find more brokers more people that are currently in that situation generating those leads so of course, we’ll get those marketing experts in as well as i think that you know, I just did one with Pete today and we let the it was now become two episodes we were talking about SEO so I still think we need that as well. Get some more brokers if you know anyone that should be on the podcast, give me a shout and we’ll see you in those channels of content.
Alright, see you then.