This Setting Got Me 32% More Facebook Ads Sales

Summary

This video explains how a simple change in Facebook ad settings resulted in a 32% sales increase for a client. By updating the ad account's industry information to more accurately reflect the business—choosing 'e-commerce' and 'technology'—Meta's AI could optimize the campaigns better. The video walks through how to make this adjustment and highlights that duplicating existing campaigns is key to seeing the impact of this change. Additionally, the speaker mentions their mentorship program, which helps businesses improve Facebook ad performance.

Takeaways

• 💡 A simple change in Facebook ad settings led to a 32% increase in sales for the client.
• 🔍 The client's ad account had a complicated history with various campaigns, which made it difficult for Meta's algorithm to optimize.
• 🛠️ The team focused on a specific product range and used Advantage+ Shopping campaigns to simplify Meta's targeting and optimization.
• 📊 Meta had trouble distinguishing between different customer types (e.g., older vs. younger demographics) based on the mixed history of campaigns.
• 🛍️ The key change involved selecting and updating the 'Industry' setting in Meta’s ad account, which helped Meta optimize more effectively.
• 🏗️ The selected industries were 'e-commerce' and 'technology,' which accurately described the client’s business and improved optimization.
• 🚀 To fully implement the changes, new campaigns were created by duplicating the existing ones, resulting in improved ad performance.
• ⚙️ Meta’s machine learning requires clarity to optimize campaigns; giving it clearer signals helps improve return on ad spend.
• 🔄 Duplicating the campaigns played a role in the improvement, though this isn’t always the case and could sometimes worsen results.
• 📈 The strategy not only helped optimize current campaigns but is expected to continue improving performance as Meta learns and refines targeting.

Q & A

What was the primary change made in the client's Facebook ad account that led to a 32% increase in sales?

The primary change was selecting the client's industry (e-commerce and technology) within the ad account settings. This helped Meta optimize their campaigns more effectively by providing clearer information about the business.

Why did Meta have difficulty optimizing the client's campaigns before the change?

Meta struggled to optimize the campaigns because the client had run many different campaigns for a wide range of products and services in the past, creating a confusing history in the ad account. This made it harder for Meta’s algorithm to understand what a conversion looked like and who to target.

What were the two industries selected for the client's ad account in the Meta settings?

The two industries selected were 'e-commerce' and 'technology', which reflected the nature of the client’s business and helped Meta better understand and optimize the campaigns.

Why didn’t the client simply create a new ad account to resolve Meta’s confusion?

Although creating a new ad account could have resolved the issue, the client had valuable conversion data in their existing account. Starting fresh would have meant losing that data, which could still be helpful for optimizing the new campaigns.

What action did the team take after updating the industry settings to ensure the change impacted campaign performance?

After updating the industry settings, the team duplicated the existing campaigns and turned off the old ones. This was necessary because the changes in industry settings do not affect active campaigns.

How did the team's decision to duplicate campaigns potentially contribute to the 32% sales increase?

Duplicating campaigns can sometimes lead to improved performance on its own, as it resets the campaign learning process. While this alone might not fully explain the 32% increase, it likely contributed to the improvement.

How does selecting the correct industry impact Meta's campaign optimization?

By selecting the correct industry, Meta can leverage data from similar businesses to improve campaign targeting and optimization, which can lead to better performance and higher conversions.

Why is it important for Meta to understand the difference between the client's product and service-based offerings?

Meta’s optimization process works better when it clearly understands the audience for each campaign. Older demographics may prefer services such as installation and training, while younger demographics might only be interested in the products. Without this understanding, Meta may target ads ineffectively.

What are the long-term benefits of providing Meta with clearer information about a business's industry?

In the long term, providing Meta with accurate business information helps the AI learn better targeting and optimization strategies. As Meta gathers more data about similar businesses, its optimization for campaigns in that industry will improve, leading to better performance over time.

Why is it important to provide accurate industry information even if there are limited options available?

Even if the available industry categories are broad or limited, providing accurate information helps Meta’s AI better understand the business. Over time, Meta will likely expand its industry categories, which will further refine optimization efforts.