In this episode I'm going to give you a mistake that you absolutely should avoid when setting up your Facebook ads sales campaigns. I just jumped off of a call a coaching call strategy call with somebody this morning where I opened up their Facebook ad manager in Zoom to fix their ads. It was just catastrophe for their paid launch. You know they're launching at something like $19 per sign up for paid launch and the ads are just wonky. They had spent already several thousand dollars trying to get this launch working and their cost per acquisition, their cost per registration, was just way too high and they're like wait, we need to jump on a call. So I jumped on a call and look at the ads. If you need this kind of help, go down to the show notes below and definitely hop over to YouTube so you can see this visual. But looking at my screen share here, when you choose the sales objective, you need to make sure you are choosing the correct conversion event. Okay, and that is at the ad set level and in that middle column, as long as your conversion is on the website, you will get to choose your pixel and you can choose the conversion event. And here was the mistake Instead of choosing the purchase event. They were choosing the initiate checkout event. They were telling Facebook to optimize for people who would initiate checkout. Sounds good, right? Yeah, we want more people to initiate checkout. No, you don't remember.
Speaker 1:Facebook's algorithm has been optimizing itself, training itself, learning and learning and learning and learning and learning it. Well, engineers might have been training it, but it's been learning, okay, for over a decade off of data. If you choose initiate checkout, it will optimize for people who will initiate checkout. Those people are not necessarily going to buy your offer. This is just like in a previous episode I'll link it up below, but where I said don't try to trick the Facebook algorithm. If you want leads, choose the lead objective in your campaign. If you want sales, choose the sales objective this campaign. If you want sales, choose the sales objective this whole. Oh, I can get more traffic sent to my super great designed page and people will convert on it at a cheaper cost than if I use the sales objective, so I'll just use the traffic objective. That's old-school, doesn't work anymore. Facebook will find the people who can do the objective that you pick, or, in this case, the objective that you pick or, in this case, the event that you pick.
Speaker 1:So her launch was going horribly because Facebook was finding people who would initiate checkout number one those people weren't going to really purchase necessarily. Number two in the cost per result column she was seeing cost per checkout initiated. What does that even mean? It doesn't mean anything. So she had to look at the purchase column, see what purchases were happening not many and then also divide the number of purchases into the amount of ad spend for that day in order to calculate manually her cost per purchase. It just was a bad setup. She already spent several thousand dollars.
Speaker 1:The launch is going on and, like my heart went out to her. But on that call I was like we need to set this up. So you're choosing the purchase event and we're turning off the previous ads, all except for one that looked like it was working the best and we then scheduled some new ad sets to go live with the correct event. So if you have made this mistake, don't do it again. Your launch will go better the next time. And if you have a launch coming up like a bootcamp or a challenge or a webinar where it's paid, remember to not make this mistake.
Speaker 1:And if you have a friend who is running their own ads. Send the link to this episode to that friend. And finally, if you are running lead generation ads and you want to set up your lead generation ads the same way I would set up my lead generation ads the same way I do set up lead generation ads for clients, so that you have the best chance of having the lowest cost per lead and the highest quality leads from the get-go head down to the show notes below and get that free guide. It's literally a checklist, same one I use and my team uses. It's the same. It also has a video where I follow the checklist myself as I set up a campaign. That'll help you out. If my voice was new to you, hi, I'm Koi Jo. I'm the host of the Art of Online Business. Until the next time you see or hear from me, be blessed and we'll chat soon.