So in this lesson, I'm going to go over the different metrics that you should be looking at. And really the bread and butter behind optimizing your ads and managing your ads. This is really what understanding this piece is really what sets you apart from other lead gen marketers and allows you to deliver the results that you need to for your client. So first let's let's dive into Facebook ads itself. So as I mentioned, there's a campaigns ad set and adds level but most of the time, you'll be spending your time. So most of the time we'd be spending your you're now doing your analysis work in the ad set level and also at the ad set level.

Typically the campaign is where you would go if you want to see overall how things have been performing. But for the most part, you'll be staying in the ad set level. On the right here you have the time so this is where you can modify what timeframe you want to be looking at us. I want to look from six to eight, six The eighth and that's what I would be doing right? update that. But for the most part I everything is off right now, right?

That's why there's no spend nothing. This is really moving on from the last video where I had just pulled out where everything was in draft, I went ahead and published it. And you can see that things are in review. Still, Facebook takes some time to make sure that your ads are not scammy they're not you know, it's not showing some inappropriate material, right? That's why there is a 24 to 48 hour potential in terms of getting your ad actually approved by Facebook. So let's go let's talk about about the metrics that you should be looking at.

So here you have the ad set name, right and then you have delivery whether or not the campaign is on or off. costs and Rojas controls as you can ignore this. Rojas just means return on adspend which is revenue divided by spend that's a ratio but again, You can ignore that budget is how much you're going to be spending per day for this ad set. Last significant edit results you can ignore that reach. Reach is the amount of people that you're actually obviously reaching with this ad. The impressions is the amount of times your ads were shown on the screen.

So the difference between reach and impressions is that impressions can double count a single person. So if one person saw your ad twice than that, then that would be two impressions but just one reach, right? So reaches unique cost per result, you can ignore that amount spent, which is obvious spend, and then schedule you can just when your thing is when you're at, it's on. So the good news is that the bad news is that you don't really need any a lot of these things. But the good news is that you can change these are the columns and fit according to what you're looking at. So how you would do that as you would go to columns right here.

And then you would customize columns. So what I would typically do is I would get rid of a whole bunch of these things, I would get rid of errors. Cost Lessing, I can edit results. I don't need cost per results, I don't need ends. I don't need schedule, relevance score I can keep. Also keep in mind, if you're not clear about any of these things, when you hover over it, you'll get a quick description of it.

Same thing. Same thing here as well. If you hover over then you'll get a quick kind of description of what you're looking at. Right? What is reach, you'd be able to see that here. So going back to customizing my columns.

So one of the things that I so this really goes back to the Pixel THING, the pixel setup that we that we that we created on clickfunnels and At the end of the day, we want to know how many people clicked on our ad landed on the first page of the funnel. And then of those people how many actually submitted their information to become a lead for a client, right? That way we can optimize towards that. And really drive better results. So what you would do, if you recall, the two events that we were looking at was view content and lead. So let's look at view content.

So it's called a little different in the actual metrics dashboard, but it's called content views. So I would just do unique and then cost, move around relevance score down their relevance score is just basically how well you're at how well Facebook thinks your ad relates to your audience. Sometimes it's misleading, but I'm just gonna move it down there. And then lastly, lead, right? So we can't do total unique total cost. And then you can uncheck all of these moves.

Relevant score down again. And then you want to save this as a default, let's just say, David default, or just David. metrics apply. And then now going forward, it'll always be here so that you can refer to it right? So you'll have quite unique views, counting unit cost, cost per content view, leads and cost per lead. Another thing that you'll also want to add is link clicks, unique link clicks, and a unique click through rate.

And move that to the top for quick view. And then you can save it again and then override it. Replace, right. So the reason why unique link clicks is important because this is the number of people who performed as I mentioned, link, click right so these are people who actually click on the ad And have someone expressed an interest, right? The reason now as you're running your ads, you might be a little confused why unique link clicks and unique content view might be different is because there are people who would click click the ad, but then not wait for your your funnel to load. Right?

Maybe the websites doesn't take some a bit of time to load and then they just exit out and they don't wait. And that's why, for example, you might have 10 unique link clicks, but only five unique content views. So that's just something to keep in mind. And you don't have to worry about banging your head over why the numbers are why there's a discrepancy there. All right, ultimately, we're optimizing for our leads and cost per lead, right? We want to help our client spend as little as possible to get the most as much as possible, right.

And this is how you would be tracking it. So the at a high level, these are the metrics that would be of interest for you. Now When you're when it comes to optimizing, right? Let's say we're running two ads, right? We have one graduating students, and let's say, you know, I have another image with people who are in, you know, at a bar, right, let's just say, then you would go, you would go to the ads level, and then you would compare the two again here and kind of choose the one that you want. And then you would just turn off the one that isn't performing well.

Typically, I would give each app make sure that each ad spends at least like five to $10, at least for the purposes of this before turn before choosing the winning ad set. Before we choose a winning ad, sorry. So in the, in the in the purpose of this example, we've created one ad set, right, and we've created one ad, but really, the best practice is creating multiple ad sets, and also creating multiple ads for each ad set. Right. So for example, what This should look like is let's let's first of all let's make sure that there's more than one ad per ad set. So I'm going to duplicate this twice right and abroad woman Los Angeles be one.

Right so selected both of them right now. I'm just gonna close this and edit this so it doesn't call copy, image two, and then here is called the British three, right? So for image two, I'm going to change I'm gonna leave the text the same, right? I'm gonna leave this I'm gonna leave all this the same URLs the same, I'm only just going to change the image. Let's just use another stock photo. choosing something random.

Obviously, you're going to spend a little bit more time with choosing the right picture for your clients. But I am just keeping things simple here. Close. So these are in draft, right? They haven't been published yet. So now you have one ad set that has three ads in it.

Now what you want to do is set up what is called a three by three. So basically, you have three ad sets, and then each of those ads ad sets, you have three ads, right? So how I do that is I would highlight this ad set, right. click Duplicate, and then click to go to now you have that. Close this, and then I want to edit name of it again, some others. I'm gonna call this v2 I'm going to call this V three.

Right? So now what you have is you have three ad sets. And in each of these ad sets, you have three ads, right? Now, the reason why we do this is because no one really understands Facebook algorithm. But this has really shown to work and how this essentially, the reasoning behind this is that when you're creating separate ad sets, or three different ad sets, you are allowing Facebook to optimize your ads to three different audiences, right? And then, then they want you to let each of these run, right, let's say each of these spend $5 and you choose the ad set.

That worked the best, right? So let's say that for a second. I'm just going to publish it, go ahead and publish it. So take some seconds, few seconds. Let's just say That the broad, Los Angeles v two is the one that performed the best, right? Let's say I have five leads and all the other ones had zero leads.

That means that what I would want to do is I would turn off this one, I would turn off this one, right, because obviously these aren't, these are spending money but aren't driving any leads. And then I would go into this one, this ad set. And then of these three ads that I had ran, which one actually drove the most leads, right? I'm gonna, if let's say this one and this one, both drove two leads, right? But this one spent four bucks in this one spent one buck, then that means that you the next thing you want to look at is the cost per lead, right? If the cost per lead is lower, then you're going to want that one right?

You want to as I mentioned, you want to maximize the return for your client. Excuse me. So, again, let's say that this Image had the best performance right? It produced four leads, let's say four leads for four bucks, so $1 per lead, then I would turn off this one in this one, right. So at the end of the day, then you have after running for one whole day and spending $15, then the next day, you only are left with one ad set with one ad, right? So that that has the best performance.

And then eventually, you either want to scale the budget, right? Change the budget and go from five to say 10 or five to 15. I wouldn't suggest increasing a budget too fast or too much all of a sudden, because that throws off Facebook's algorithm. But I would increase that budget as you go. And if things start to taper off things, the performance starts to dip. One of the things I would consider is relaunching a three by three.

So creating another two duplicating this ad set again twice and then Testing two new creatives. Right? So this is called the creative. These are called creatives. Images are creatives. And yeah, just basically keep keep doing that until your performance levels off, and you're stable again.

But the really the idea is that it's a work in progress, right? Your client is paying you at the end day to manage this, to build up the landing pages, make sure that everything is set up correctly, and help them drive leads. And this is why there's so much value in you managing their business marketing on a month to month basis. So that's it for management and ad optimization. Just a quick recap, I showed you how to customize your columns so that you can make the right decisions in optimizing your ads. And I also showed you how to duplicate ad sets, how to duplicate ads, so that you can run a three by three so that you can effectively create things that work For your client.

So that's it for this this lesson. If you have any questions again, as always be sure to leave a question and I'll get back to you as soon as I can. I'll see you in the next lesson. Thanks