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Lesson Info

Optimizing Your Lead Campaigns

Okay, great. So by now you have all your tracking in place, you can see the leads coming through. This next lesson is really crucial. This is the last step scaling and in this lesson, we're going to talk about how to optimize your campaigns, how to get more of what's already working, what to pay attention to if you're running a lot of lead campaigns, how to use principles like top End two to make the most of your time when it comes to optimize because maybe a multiple clients, you're limited by your time. I'm talking about our best tips and practices for optimizing. So again, this will be easier to show you rather than tell you. So let's hop back over the laptop and walk through a few different examples of how you can optimize for regeneration. Everyone welcome to lesson two optimizing your lead generation campaigns. So you just got finished loading up your ads through amplification. Now the next sequential part of the process is optimizing, making the results better, improving that is...

what optimization is. And I'm going to be sharing with you a couple of principles, I want you to take with you for your lead generation campaigns and it's the whole, you can give a man a fish or a woman a fish but we want to teach you how to fish today and that's what these guiding principles are going to help you with today. So the first principle is M a m a a stands for metrics analysis and action. So let's break it chunk by chunk. We start with metrics as basically looking at the numbers, the values the metrics, what is going on in your campaign And then after we see what's going on, we can make an analysis of what these numbers mean based on our goal. And finally when we make an analysis, we see what's going on. We can take action based on what we seek. A good way to think about it is think about a doctor, a brain surgeon even not every day anyone's going to go up to a doctor and the brain surgeon is not going to say, hey, I think you need brain surgery. No, they first need to take a look at what's going on inside your brain. So that's the metrics they're looking at, hey, something's wrong with the brain. And this is why I think this is wrong with the brain dr to also thinks something's wrong with the brain here is why we think that. So that's metrics and analysis and only what then when you have that can you take action or else it'd be malpractice. So you want to take the same approach when it comes to optimizing your lead generation campaigns and not just start with action. Like I think I wanna put a new picture just because this one doesn't look nice. You have to look at metrics first, then you have to make an analysis and it's like the scientific method. You're always making a hypothesis and your testing and then you're making analysis and it's a constant feedback loop that will help you with your optimization process. And that's that's all it is. And I want to show you the next principle called the top N. That's gonna take this framework of M. M. A. And how you can optimize your ads. So here I am in whatever accounts and you can have like We have 151 accounts here. So how do we know what's going on? Top N. Is simply saying N. Is the variable and we're going to sort by the top five. The top 10 spending campaign's so out of I could look at all these all day. Rather I'm going to sort by amount spent. So top end would be equal to top 10. So he's top 10. And by looking at the campaigns with the most spend in it, We're taking the 80 principle, we're taking the big wins. So we're not down here in the weeds looking at every single thing. Oh it's spent 100 $50 When we should be looking at bigger numbers when it's $30,000. And of course this is all relevant to what whatever you're doing. So after we say we click on one we want to take a look at the ad set level. And then you also want to sort by amount spent. You're going to want to see what's going on and before we start taking a look at the metrics and analyzing what's going on. We have something called our Standards of Excellence course. Before you start optimizing, it's key to have a goal at each part of the funnel. So lead generation tends to be the middle part of the funnel, of the bottom part of the funnel. In other words consideration or conversion. And we have some benchmarks that we have in what we call our standards of excellence. And it's basically giving a reference point to seeing how you're doing on your campaigns. For example, for lead generation That can be getting leads under $3 or maybe a lead for you as an event registration or a claim, whatever that is for you. We're just simply looking at our benchmarks and trying to match that. However I want to tell you to take these numbers with a grain of salt because not every industry, every geography, demographic, it's all different between what you're doing. But where you can take away is you want to develop your own standards of excellence, your own benchmarks and how you can do that. If you don't have any benchmarks. There are three ways to do this. You can look at your historical data on the platform, see what you've been getting, what was your cost per lead before and try to beat that. You can also look at across different platforms. Maybe you haven't advertised on facebook before. Maybe you're advertising on linkedin on coral, whatever other platforms take a look at what that cost per lead is and try to beat that on facebook. Finally, the last where you can come up with a benchmark number is looking at the break even number. So how much does it cost you? Including advertising? Including closing the lead? What is that price point where you're breaking even on your marketing spend for your lead. So these are the three different ways you can figure out your benchmarks when it comes to lead generation. And of course there are different numbers all across the funnel for the top of funnel, the awareness funnel for example, we like to look at video views and we like to look at 12th video views under five cents. So just whatever part of the fun urine try to come up with the benchmark based on what's been working for you based on what's not working for you. So let's just go in and let's just take a look at a lead generation campaign. So I'm going to go back to the campaign level and if you have a lot of lead generation campaigns, what I would recommend you do is to first look for them and we have our naming conventions where we know our lead generation campaigns are usually at the second step of the funnel so you can just click on it and if you have multiple, just click on multiple, you go here filter and click filter by selection. That way, you're only seeing the single campaign. It's, and it'll give you a better idea. Then I'm going to go to the asset level and instead of looking at all eight assets, there might be a lot going on. I can just sort by amount spent. So that's top end And we're going to focus on the majors. So instead of focusing on this bottom one that only spent $200 and generated five leads, I'm going to focus on the big fish That's spent 6000. So I'm going to take a look at this and to start, we know our benchmark for this client, for example, is to get leads under $2.50. So I can just look at this and it's 2:45. So this is, this is good. But there's always ways to improve. That's what it's always even if you hit your goals, see what you can do to improve your goals. So this one is higher than the average here in total is 220. I'm going to see what I can do to help this one out. So now I'm the ad level. Maybe you have a bunch of creatives in your, your ad level and instead of looking through all of them in this case we only have three, but principal still remains the same. You're going to want to sort. So I'm going to sort by amount spent as well. So I see the majority of my leads are coming from the single ad, The next one is only 10% of that. So that's why it's so important to focus on your majors in this case top end. So I can just look at the ad see what's going on. Okay, so we have the square photo. It's good with some copy, join the Insiders group and get the latest news the first to know about the software updates or device receive special discounts sent right to your email. So one thing we can try to see, we know that video works well, that facebook is recommending that set of a static image. We wanted to have movement. So maybe that's something I would test, I would have a variation of this photo but with some movement to try to beat it or maybe I can make a test on the copy, try to be more emotional, have more personality. So it's less of a generic piece of copy and more ties into someone's emotion. And you know, these are just two components that you're doing. Maybe it's the aspect ratio Right now, Facebook is recommending for the news feed on Facebook and Instagram. You want to have a four x five ratio, which is portrait mode because it takes up more of the screen because most people are looking at ads where they're scrolling on their feed through their mobile device. So you wouldn't want a 16 x nine video because that's only taking half of the space you want to maximize your ad. So that's something else you would test. So you're going to make little tiny experiments and test them. And that is a process of M. A. A. You're looking at the number in this case. I looked at the cost per result, the cost per lead. I noticed it was getting really close to our benchmark of $2.50. So I looked at that number. Now I'm I'm trying to identify why I'm trying to do analysis and I gave a couple of analysis. Maybe it's a copy, it could be the picture, it could be the aspect ratio. All of these elements are little experiments, low hypothesis that I am making and then action after I give my recommendations by analysis then I can take an action based on one scene and then I'm going to test from there. That is the process of M. A. Now another core concept you want to know is facebook is all about gain data to continually test. So I'm going to mark out of here. I'm going to look at some existing active campaigns. So if I go here you'll see under the delivery it says learning and what this means is facebook is looking at our the data, we've given it the targeting, we gave the creatives, we put in each ad and they're trying to seek the most people that are the best target for the goal in this case is purchases. But maybe when it comes to lead generation, you're trying to generate leads, You need at least 50 conversions per week for Facebook to really have enough data to tune. It's less about how long it's been on but how much data that your campaigns are getting and if you aren't getting the 50 leads per week mark, maybe you can optimize for an objective that's less. So maybe you can optimize for link clicks Or landing page views. You always want to have that 50 metric mark per week that way Facebook has enough data to feed out. We talked about M. A. Metrics analysis action. We talked about having a standard of excellence creating your own benchmarks. We talked about top end sorting by the top amount spent and then you could sort by the cost per result or whatever metric you're looking at that way. You're focusing on the winners and these core principles or we're going to help you optimize your lead generation campaign overall. Just be the doctor who's looking and making analysis on what's going on and then make like a scientist make little experiments and try to improve on what you have hope you enjoyed lesson to see you on the next video