#91: Facebook Ads Q&A - The New Facebook Pixel, Ad Approval, Custom Audiences & More... - Rick Mulready

rick mulready

#91: Facebook Ads Q&A – The New Facebook Pixel, Ad Approval, Custom Audiences & More…

June 29, 2016

I’m back this week on The Art of Paid Traffic with another awesome Facebook Ads Q&A episode.

These Q&A’s are becoming a pretty regular thing on the podcast because I’ve been getting such great feedback from all of you.

After having countless conversations with listeners and students, I know that one of the biggest challenges these days is simply keeping up with all the updates to features and policies on Facebook.

Facebook’s policies, specifically their Ads policies, are constantly changing. And while I still recommend that you check in and keep up with any updates every few weeks, I’m happy to answer your questions and provide some perspective as often as I can.

Before I jump into what you’ll learn on today’s show, I want to invite you to send your own questions my way for a chance to be featured on our next Q&A episode.

Ask your questions in the comments below or click here to visit my contact page and submit your question there.

Alright, let’s get into it because we cover a ton in this show:

On Today’s Episode, You’ll Learn:

  • How to simultaneously track leads and conversions using the new Facebook Pixel
  • Why you need original content on your landing pages if you want to remain in compliance with FB Ads policies
  • How to accurately track multiple “lead” conversions without with Standard Events and Custom Conversions
  • How to handle completely confusing ad disapprovals
  • Where to send people for maximum conversions after they click your Facebook Ad
  • Money-saving strategies for targeting saved audiences
  • My answer to one of your top questions about outsourcing Facebook Ads management the right way
  • The power of repurposing Facebook Live broadcasts as Video ads
  • And a lot more…


Speaker 1:This is the show where I bring you the best tips, tactics and strategies for using paid traffic to grow your business on autopilot. You also hear what’s working and not working right now from the top minds in online marketing so that you can get more leads in sales every day without having to empty your wallet in the process.
All right, let’s jump into it.
Welcome back to The Art of Paid Traffic everybody. Rick Mulready here. What’s going on? Thank you so much for joining me today for episode #91 where, yes, we are finally going to get into our Facebook Ads Q,A episode. I know I’ve been talking about it for a few episodes now, and to be completely honest with you, I got the episodes a little bit mixed up when I was recording them. We are finally going to get to our regularly scheduled Facebook ads Q,A episode here today.
But before we get into the questions here, I’m recording this episode on June 8th, so today is a Wednesday and we just wrapped up over this past weekend the FB Advantage Live event here in San Diego. We did it the past Friday and Saturday, 2 days jam-packed full of all kinds of content about business building, your Facebook ads, how to improve your Facebook ads. Amy Porterfield, Pat Flynn, James Wedmore, Amber McCue, and some other Facebook Advantage students spoke at the event and it was amazing.
I gotta tell you, we had 30 people come in from all over the world to attend the event, and I gotta tell you, it was one of the most fulfilling and rewarding experiences that I’ve had in the business. When people come up to you and say, “You know what I’ve learned from you has allowed me not to be in a cubicle,” or, “What I’ve learned from you has helped me create a business that allows me to stay home with my kids and create a lifestyle that truly works for me…” So many of those different types of stories over the weekend, and it’s truly humbling and super, super grateful for all the feedback that I continue to get from all of you guys and everything. I just wanted to share that story just because it was super humbling and I’m grateful for the experience, and it was one of the coolest things that we’ve done. I’m already really excited about planning the next live event which is going to happen later this year, here in 2016. When I have details about that I will be sure and let you know.
All right, today for the Q,A we’ve got a lot of questions around pixels. Not surprisingly everybody still has a lot of questions around pixels, custom conversions. We’re going to talk about how to strategically set up your ads for products that are on a re-order schedule. Meaning like, if you buy something today you’re probably going to need it again in like 6 weeks, so as a business, how do we set up our ads strategically so we’re regularly showing ads on sort of like a re-order schedule to our customers. We’re going to talk about website clicks versus website conversions, why is Facebook disapproving my ads, and a whole lot more.
Before we jump into it, I want to remind you about making sure that you’re checking Facebook’s ads policies on a regular basis. You know, if you’re just checking ads policies maybe once every few months, that’s not enough. As an example here, I just noticed about a week or so ago that they’ve added a new policy that’s really a big one. It’s under the Prohibited Content section, and it reads: Content leading to external landing pages that provide an unexpected or disruptive experience is prohibited. That’s not really anything new, I mean you can’t send somebody to a landing page that has a pop-up or just a bad user experience.
It goes on to read: This includes misleading ad-positioning such as overly-sensationalized headlines and leading people to landing pages that contain minimal original content and a majority of unrelated or low-quality ad content. That’s really the part for me that jumps out. Where they say, “And leading people to landing pages that contain minimal original content.” This is essentially saying, and we’ve kind of known this for a while, but they’ve now officially added it to the ads policies, is that Facebook is really getting away from allowing us to send people to just a squeeze page, meaning like maybe an image and then an opt-in button and that’s it. They really want some additional content on that landing page that we’re sending people to to almost like legitimize the page.  If you’ve got information about you and your business, maybe you’ve got some testimonials, so the more information that we can add to our landing pages, that’s what Facebook really wants us to do. That doesn’t mean that we can’t send to a registration page or an opt-in page, they’re not saying that. They’re just wanting some additional content on there so that it is a better user experience for the people who are clicking on your ad.
Again, we’ve kind of known about this for a while, but they just officially added this to the ads policies page under the Prohibited Content section. Make sure that you are reviewing the ads policies every couple of weeks to stay on top of things. If you’re reviewing it once every few months, like I mentioned, that’s not enough. You’ve got to stay on top of Facebook’s ads policies if you’re running ads to make sure that you are staying compliant with their policies. The link to check that out, by the way, is Facebook.com/policies/ads.
All right, let’s jump into the Q,A, shall we?
The first one comes from Lee, and Lee says, “I’ve set up the Facebook pixel on my thank you page to a free offer so people who sign up and also a pixel on my other thank you page when people buy my product from my free offer.” Okay, so the pixel is on the thank you page of the opt-in, and also the thank you page for the sale. Cool. “Am I able to track both a lead and a conversion (meaning the conversion being the purchase) in my reporting at the same time, or is it that I can only pick one? I’m a little bit confused.”
Absolutely, Lee. You can track both the lead and the purchase, and you can do this a couple of different ways. Number one is you can use different standard event tags in your Facebook pixels. You might use the lead standard event in your opt-in thank you page, and then the checkout one on the sales page. Then in your reporting, you would just make sure that you select both of those boxes to be able to see those in your ads manager.
Another way to do it, is you could set up a custom conversion to track the opt-in lead, so the custom conversion would be the URL of the opt-in thank you page. Then on the checkout page of your sale, you could have a standard event. You could have the checkout and you could have the purchase value in that. So then, again, in your ads manager reporting, you would go under Performance, Customize Columns, and then you would select, I think it’s under websites, the section in there, you would select the custom conversion, where you’re tracking that lead, and then also the checkout standard event, and it will tell you what that is as well as what the value is. You can absolutely track both the lead and the sale. Absolutely, if you are able to do it, if this is what your sales funnel, anybody who’s listening, if your sales funnel is sort of set up this way, absolutely recommend that you do it this way, tracking both the lead and the sale. Really good question, Lee.
All right, next one is from Robert, and Robert says, “I’m utilizing the new Facebook pixel, …” lots of pixel questions, I told you, “… and before totally understanding it, I created a few custom conversions that won’t go away and seem to be skewing my results significantly. At a glance, my conversions show more than I expected to be seeing. From what I understand, you’re supposed to put the Facebook pixel, ‘which is the new one’…” he put in quotes, “… on every single page, so I did that in the header of my store. Then you put the standard code for whatever it is you want to actually track a conversion for on your thank you or checkout page. I did that, yet again it’s showing all these different conversion metrics and I don’t even really know how accurate the ‘purchases’ are. On the ad set level, I’ve optimized for a conversion set to the purchase, …” so he’s optimizing for the actual sale, “… so it appears that it’s adding my custom created conversion, regardless of …” Sorry, I’m just kind of reading this question out here, “… even if I want to show it on the reports level, this makes it very annoying because I can’t quickly determine how well a campaign is doing.  I’m sure you’re aware also that you can’t delete these stupid custom conversion pixels. Do you have any suggestions on how to filter out the crap and just look for what matters, i.e., the actual real purchase conversions. I appreciate it.”
Robert is fired up about this, and I don’t blame you, Robert. First of all let’s talk about custom conversions, and you can now delete custom conversions. You can also edit them to a point. You currently can’t edit the actual rule that you’ve set up, but you can edit the name and so forth. So, yes, you can now delete custom conversions. As of right now you are limited to 20, but I understand that Facebook is going to be increasing that limit. I heard from somebody, actually at my live event over the weekend, that they were seeing that they can do 40 right now, so obviously Facebook is starting to test this, and as they like to do, kind of roll things out on a small scale before they roll it out to everybody. That’s the first thing, you can delete custom conversions, you can also edit them now.
As far as how to track … So, Facebook, in the metrics, in the reporting, when you go to Performance and Customize Columns, it’s not going to combine the custom conversions and the Facebook pixel standard event, so they’re going to be 2 separate things. I’m not sure, Robert, what you’re talking about when you’re mentioning that it’s combining the 2 numbers. What I recommend that you do is, if you’re going to track sales conversions, yes, have the checkout within the Facebook ads pixel on your sales thank you page. Then to track that in your ads manager, under Performance, choose Customize Columns and then select the checkout standard event.  I think, again, it’s under Websites, is the section within when you’re customizing those columns. You just want to choose that checkout. It will say like, “Facebook pixel checkout,” select that box so that you are able to see that in your ads manager columns there, and that should solve that problem. You can go through and delete those custom conversions, and you can, absolutely, separate out the standard events there. Good question, Robert.
Sorry to everybody for kind of reading through that longer question, but that’s a really good question and a very common one that I see.
All right, the next question comes from Spencer, and Spencer says, “I started a subscription box for my company, Badger Box, and I’ve been running Facebook Ads. One ad set is running them purely for website clicks, and I’m getting 29 cents cost per click, and my other one I just started running was based on conversions. Both ad sets are just running straight to my website, and I don’t have a landing page set up. Well, obviously if I was making sales I wouldn’t be here typing this right now. When is it okay to run ads straight to your website and when is it not? My price point is very reasonable, but I’m just not converting. Any tips?”
The first thing as I read this question, I just want to clarify where Spencer says, “Both ad sets are just running straight to my website.” That’s actually going to be 2 different campaigns because the objective, as Spencer mentioned, one is website clicks and one is website conversions. That means you’re going to have 2 different campaigns, not 2 different ad sets, okay, so just to kind of clarify that.
First of all, when you run website clicks to your website, you’re telling Facebook, all I want really is to show my ad to as many people within my target audience who are most likely to click on my website, not necessarily to take action wherever that landing page is. Now, when you do conversions, you’re telling Facebook, show my ad to as many people who are most likely to convert on wherever I’m sending people. Well, if you’re sending people to your website, and it’s not to a specific sales page, for example, for the subscription box, then people don’t really know what to do when they get there. Now I haven’t seen the site, so I’m assuming that it’s just kind of like when you land on the website there’s a lot of information there and a lot going on. It might be very confusing to people. So in the ad, if you are advertising the subscription box, but yet when they get to site it’s not really clear on how to purchase the subscription box, that might be a big reason why you’re not converting.
The question of when is it okay to run ads straight to your website and when is it not, I almost always recommend that you send people to a specific landing page. Whether it’s an opt-in page, or a blog post, or a piece of content, or a sales page, or a product page, directly to the page that aligns with whatever you’re marketing in your ad itself. You always want that consistency between what you’re advertising in your ad and then also on the landing page that they’re going to be going to. In this case here, I would recommend having a landing page, or at least a page within your website that is specifically for the subscription box, unless on the home page you do have a bunch of helpful information. Maybe it’s some videos about what the subscription box is all about, and then it’s a very easy lead into how they can purchase this.
You know, a perfect example of how this did work, where somebody ran their ads directly to the home page of their website, was Becky Mauldin back on episode #80. We talked about how she sort of bucked the traditional strategy of sending of your ads to a specific landing page, like I just mentioned, where she sent traffic to her home page, but it included helpful videos and that led them into a webinar. She was leading with content, but it was set up so that it was very easy for people to consume the content, and then right into her direct call to action. Spencer, if you’re able to do that, then I would say okay, but I’d rather see you send your Facebook ad, whatever you’re marketing on your Facebook ad, directly to a landing page that is consistent with that ad, okay. Basically what I’m saying is I’m not a big fan sending your ad to the website versus a specific page.
Okay, so next question comes from Trudy, and she says, “I have a question regarding Facebook disapproving ads. I have 2 ad sets under the same campaign, one is for mobile, one is for desktop, with an ad inside of each ad set, and basically the only difference between the 2 ads is where they’re being served, meaning mobile versus desktop. Facebook initially approved both of them, and then they disapproved both of them, and now they’ve approved one of them again, which is the mobile one, but not the desktop version.
What I’m marketing here is a box set of 3 books, and I’ve included the cover of the 3 books in a moving carousel of 4 images, one per page, with the cover of the whole box set on one of them and a small quote from the reviews. I think that what might be happening is they’re counting the text on the cover of the books as part of the 20% text rule, because there’s definitely not 20% text on there, but I’m afraid to appeal the one that they’ve left as disapproved in case they look back at both of them and then disapprove the one that they did approve. Any suggestions on this?”
Well first of all, Trudy, this is a very common thing. Meaning, when you start your Facebook ads, a lot of times they will get approved right away because Facebook’s system is approving it. Then there is a human element to it, and they will go back, as you found here, they will go back and review other ads even though they might be approved, and sometimes, like you experienced there, they will disapprove them. Not having seen the ads here, yeah, that could be an issue, or that could be what’s happening here, as far as the text on there. It doesn’t make sense that if it’s the exact same thing, but one is mobile and one is desktop, it really doesn’t make sense why they would be approving one and not the other.
I know that you’re afraid to appeal because you’re thinking that they might disapprove the one that did get approved, but I actually would encourage you to reach out to Facebook on this. You can use their live online chat. This is one reason why this is set up, so that you can talk to them about why your ads might be disapproved. The link for that is Facebook.com/business/resources. You scroll down, say about half way … Actually, right now they just re-did this page, I’m looking at it right now. It’s about three quarters of the way down the page where it says Additional Support, Ask Community, Email and Chat.
When they’re available, and I’ve found the online chat to be available until about 3 pm pacific time, you will see the chat option. When they’re not available, you won’t see it. If you land on this page here and you don’t see it, it doesn’t mean that you’re in the wrong page, it just means that they’re not available. I’ve had really good luck with the online chat. I’ve had people from the Facebook Ads team actually call me because I was stumping them with a question, and they got back to me with some good answers. That’s what I would recommend that you do, Trudy, is actually do use the online chat and reach out to them to inquire as to why that one’s being disapproved, and they’ll be able to help you out with that.
Okay, we’re getting down to the end here. Bennett, he says, “I’m currently showing my ad to a saved audience based on fans of Facebook pages that I’ve decided to target. I want to exclude those that clicked on my opt-in page from future showings of the ad. I see how to exclude opt-in page visitors from a custom audience, but not from a saved audience. Would appreciate any suggestions. Thank you.”
Yeah, Bennett, this is actually pretty straight-forward. You’re targeting your saved audience that you’ve created. Awesome. You have your pixel on the opt-in page, and you want to have the pixel, obviously, on the thank you page as well. Whether it is a custom conversion that you’ve set up to track the opt-ins, or you have a standard event on that thank you page and you are tracking it that way, all you have to do is, when you are targeting your saved audience, is simply exclude one of those custom audience, however you’re tracking it. Whether it’s your custom conversion, or your standard event. So you’re building an audience of those people, and all you have to do is, you’re targeting your saved audience, but then you just exclude the audience, it’s under Custom Audiences section. You exclude the audience that is your opt-in thank you page from your ad. That way, the ad is going to be shown to your saved audience, and be excluded to the people who have already opted in to your email list.
I love that you’re doing that, Bennett, because a lot of people don’t think to do that, and we always want to be excluding those people because we don’t want to be showing our ad to people when we’re trying to get people to opt-in. You know, there is no need to show the ad to those people again, because they’ve already opted in, and that is a waste of money.
Two final things here, and these aren’t really questions, but there is a lot happening with Facebook Live. We’re going to do an episode on that in the near future, but if you’re not doing Facebook Live, it is awesome! Highly recommend that you do Facebook Live, and specifically, one reason that you can be doing it, is when you have a really good video, when you have a really good Facebook Live, they’re super easy to turn into a video ad. Highly recommend that you are doing Facebook Live, and then when you do a good one, you can turn it into an ad. You can put Ad Copy at the top of your video. You can put a call to action box right there on your video. Obviously it’s going to get more play because it’s a video. I can’t speak more highly right now about Facebook Live, huge opportunity. If you’re not already doing Facebook Live, jump on the bandwagon here. It’s really, really cool. I love how easy it is to turn into a video ad.
The last piece that I want to kind of talk about, again, this isn’t really a question I get from people. Well, it is a question I get from people, but it’s more of what I’m hearing more and more of, and that is, when people are hiring a Facebook ads manager, I’m hearing a lot of horror stories. We talked last week with Carey Sweatman, who is a Facebook ads manager, and she is doing things the right way. She is one of my students. She’s done a really, really good job with that. I do get about managing Facebook ads for people all the time, pretty much on a daily basis, but if you’re hiring a Facebook ads manager, the first thing that I would do, is I would encourage you to get a referral. Don’t go just cold to an agency or somebody that you don’t know. First of all get a referral.
Let me actually take a step back. The first thing I really think you should do is learn it yourself. Then if you want to outsource, go ahead and outsource it, but I always think it’s a good idea to learn Facebook Ads first. Just enough to be dangerous with them, and then if you so choose, then outsource to somebody that you have been referred to. I’m hearing so many different horror stories about, “Oh, I spent $2000 with somebody and they got me 5 conversions.” Are you kidding me? I’m just hearing this a lot, more and more.
Number one, I definitely recommend that you learn Facebook Ads enough to make you dangerous, first and foremost. And then, if you decide that you want to outsource it, go for it. But if you do outsource it, make sure that you are starting from a solid referral and that you are interviewing them. You want to get a good feel, you want to hear and see the type of case studies that they’ve worked with, what kind of results have they gotten with other clients, how long have they been doing it, that sort of thing. Really, really important here. I’m just hearing too many stories about wasting a bunch of money with no results, and it just kills me to hear that. Make sure that you are learning for yourself, enough to make you dangerous, and then outsourcing it and sort of following those steps so that you can have a great experience when hiring somebody to manage your Facebook Ads.
All right, if you’ve got a question that you’d like me to answer on an upcoming Q,A episode here on the podcast, a couple of different ways you can do that. Number one, you can just go to the Show Notes page for today’s episode, which is at RickMulready.com/91, or you can go over to the Contact page over on my site, which is at RickMulready.com/contact, to email me your question right there, and I’ll be sure and answer that on one of the upcoming Q,A episodes here on the podcast.
Well, that is all for today’s episode, my friends. Got a lot of great stuff coming your way in the coming episodes, so until then, keep testing your paid traffic to find out what works for you and your business, and then do more of what’s working, and I’ll see you in the next episode.

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