How To Succeed with a NEW Facebook Ad Account

it is without a doubt harder to succeed with Facebook ads when you have a new ad account but it is still possible and in this video I'm going to show you what you should do if you have a new Facebook ad account and most importantly what you shouldn't do now new Facebook ad accounts don't have the data they don't have the conversion history that more established Facebook ad accounts do and that's why it's harder to produce results because the way matters machine learning the way their AI works is they use data from what's already taken

place to inform how the campaigns should be op optimized going forward so for example let's say you've run a Facebook ad campaign and meta has calculated that women aged 42 who are interested in cats and trampolining are most likely to convert right if that's what meta has seen from the data they will then use that data to inform who to put your ads in front of going forward so they will put them in front of women in their early 40s who are into cats and trampolining if that happens to be the case and there are

all sorts of other data points that meta can use if your campaigns have already been running and already generated conversion things like how many Impressions on average does someone need before they're ready to buy what time of day what day of the week of people most like to convert there's all sorts of data points that meta can use but they can only do so if you have data and you have um conversion history with a brand new ad account it's much more difficult and it means that you don't get to benefit from meta's really powerful

machine learning process really powerful AI to work out all those various points right at the beginning everyone's in the same boat everyone has to start with a new ad account but that is just something you need to be aware of and because new Facebook ad accounts don't convert as well as established ones that leads a lot of advertisers to change what they are doing specifically the campaign type the campaign objective that they use with a new ad account instead of creating a sales campaign that's optimizing for purchases they will optimize for landing page views they

could do that within a sales campaign or within a traffic campaign it doesn't make any difference if you are optimizing if your performance goal is get me as many clicks as possible that's going to function like a traffic campaign meta advertisers will do this a lot of people recommend this even sometimes meta reps which is absolutely insane because that is not good advice so let's uh let's take a person that hasn't exercised in 10 years and they've decided that they want to run a marathon that's the equivalent of your Facebook ad account brand new to

in this case exercise um can't do it very well yet but they decided they want to to run a marathon yes I if that person came to you and they said I'm going to run a marathon but I'm not very good at running so the way I'm going to get good at running and be prepared for my marathon is by getting in the swimming pool and practicing swimming you'd be like well okay I suppose by swimming you might get a bit fitter which is going to help with the marathon but to be honest I think

you'd be better off just by actually running by practicing running to get better at running so that you can run the marathon I know you won't be very good at running at the beginning but if you just keep practicing you will get better it's the exact same thing with a new Facebook ad account if you want sales if you want leads yes your new Facebook ad account is not going to be very good at getting you those things early on but it doesn't mean that you should do something different it doesn't mean that you should

therefore go for a traffic campaign that's going to be even worse at getting you sales and leads than a sales or leads campaign in a new Facebook ad account and you're much better off just going through that sticky patch just like someone that wants to learn how to run a marathon or prepare for running a marathon they should just run they shouldn't go swimming instead now hopefully that makes sense because new ad account can still generate conversions there's this myth out there that they can't they absolutely can yes I can yes you don't have this

historical data that you that meta can use to optimize a campaign and that means your results aren't as good but meta still can optimize your campaigns along with you as the advertiser by the way but meta still can optimize your ad campaigns by using realtime data things like linger time over the ad who clicks on the ad these things happen immediately and meta can start to plug in okay we haven't got enough conversion data yet to work out that 42-year-old women that are interested in cats and trampolining are likely to be interested in this product

but we can see that that group of people are clicking on the ad that group of people are spending more time on the ad they're clicking the C more button to read uh the rest of the primary text okay we think we're on to something and they will start to go down that line and they can use that to start to optimize very quickly and that's why if you can run a campaign even if it's not working great at the beginning but stick with it you will get to the point where the ad account learns

it learns fast and not that long down the line you could be seeing significant iFly better results because of the data that you've generated even if you're not generating tons of conversions yet if you go with what a lot of people recommend including as I mentioned some meta reps it can lead to very misleading results and actually think that's probably why meta reps recommend that you optimize foret landing page views with a new ad account is because what they don't want is they don't want advertisers joining the platform seeing in the results column not a

lot happening and deciding this isn't for them they'd rather tell an Advertiser that you should be running effectively a traffic campaign so that in the results column you can see a whole bunch of Link clicks and you feel like your campaign is doing something even if it isn't and that's why people make this shift and that's why it's recommended so much they feel like their campaign's doing something when you're optimizing for something top of funnel because if you run a traffic campaign you will generate link clicks aren't those are those people who are clicking going

to go on and purchase going to go and become a lead probably not so it's very misleading you feel like you're getting uh you're moving forward and you're making progress and you're not much better to actually optimize for what you want lead sales Etc and even if the number of those is small you're actually getting some of what you want and you know that'll improve over time okay so there are some specific adjustments that I would recommend you make when you're using a new Facebook ad account I get to those in a second before I

do I just want to quickly let you know about our done for you Facebook and Instagram advertising services and honestly if you're spending more than 5K a month on ads you should just work with us no I can't say that my agency can create manage and optimize your Facebook and Instagram ad campaigns for you we can take that workload off your hands and help you get much better results if you're interested there is a link in the video description below you can click on that that come through to a page on our website where you

can book in a free call to find out more find out if we've worked with a company just like yours in the past we probably have at this point so go ahead and book a free call and hopefully we get a chance to work together now in this video I've been highly critical of changing your campaign type changing your campaign objective if you've got a new Facebook ad account so you shouldn't switch um from sales to traffic you shouldn't switch from optimizing for conversions purchase events specifically to say landing pages not good but there are

some adjustments that I do recommend you make if you've got a new Facebook ad account the first thing is that I wouldn't recommend you go completely broad or open targeting straight away that's where you have no targeting criteria and you just Target everyone and you let meta work it out because the ad account is new meta is going to have a much harder time of working out who to Target from the entire population or the entire area in which you are operating instead I think it's best to give meta some direction now if you're using

the original audience setup where you're adding in things like interest and they are hard boundaries that's fine but you could also go with a bit of a hybrid which is Advantage Plus audience where you're saying to mattera these targeting inputs that I'm giving you are suggestions so I suggest that you target people who are in their 40s interested in cats uh interested in trampolining but you know what if you find that there are other categories of people that are more likely to convert um by all means go ahead and advertise to them so I think

Advantage Plus audience is a good way to go for new ad accounts to give those suggestions I've created videos on advant plus audience and how that works I'll include a link in the description so you can check that out I also wouldn't recommend that you start with Advantage Plus shopping campaigns with a new Facebook ad account Advantage Plus shopping campaigns are great quite different to Advantage Plus Audience by the way and there are lots of Advantage Plus products that can make things confusing but I just wanted to to clarify that but with Advantage Plus shopping

um it enforced open targeting you can't add in any targeting inputs and you're running into a lot of the issues that I just mentioned so I really like advant plus shopping as a campaign type I absolutely think that advertisers should be using it but not right away I would also recommend that you reduce the number of variables if you're operating out of a new account by variables I mean campaigns adsets and ads if you've got a brand new ad account and you go ahead and create 15 different campaigns each with lots of different adsets and

lots of different ads that's so many different variables that meta has to try and work out how best to deliver the learning is spread thin if you think about you're spending let's say $100 a day across 15 different campaigns the difference there between spending $100 a day on one campaign is that that one campaign is going to learn much faster the spend the dat is going to be Consolidated into that one campaign as opposed to across a whole bunch the same applies to multiple ad sets same applies to multiple ads so with new ad accounts

we like to keep things quite simple just go with one two a handful of campaigns if you've got a reasonable budget and you've got lots of product lines that you want to to sell um and then not too many adets within each campaign and again two three ads at the most something like that within those ad sets because it just really helps consolidate that data which helps your ad account learn faster which gives you better results most businesses also want to start small when they're operating out of a new ad account firstly because the ad

account as we know and as we discussed is not going to perform as well in the early days as it will when we get later down the line so that's the first reason you don't want to spend a lot of money on a on an ad account that isn't sort of prepared yet hasn't matured hasn't got that data and can't optimize the campaign as well as it will be able to later down the line the other reason is because you as an Advertiser probably need to work things out if you're new to the platform there

are all sorts of nuances and you'll test things and go okay that didn't work and test other things that didn't work oh but we test this and that did work much better to start small work out what works for your business and then scale from there yes it requires a bit more patience but I'd encourage most advertisers to go down that way what you don't want to do is start out of the gate really strong spend a bunch lose money because you haven't worked it out yet or meta is not able to optimize yet or

a combination of the two and then get disheartened and move away from the platform that's not going to help you um long term so start small and scale from there what small is Will massively depend on the business some businesses small is going to be $10 a day some businesses small is going to be $10,000 a day really depends where you are and the finances and what sort of conversion sale lead volume you need to generate for it to be worth it for your business and speaking of scaling once you have worked it out for

your business in this video here I show you the right way to scale Facebook ads for the best possible results it's easy to mess things up when you try to scale if you don't know what you're doing go ahead and check it out