right now meta is in the process of rolling out a brand new and very exciting Facebook advertising feature that is free to use it'll help us advertisers get better results and it'll make optimizing Facebook ad campaigns a lot easier let me show you what I'm talking about so to demonstrate this I'm in an example Facebook ad account I've got ads manager um up in front of me and what we can see here part of this new feature I'm going to talk about is this actions column we see we've got 91 plus n points alongside this campaign um this is part of what I'm going to talk about I'll come back to this later on uh because it's a more detailed area that I want to to cover first so to have a look at this I want you to go from ads manager where I'm right now and click on this um account overview button over here and when you come through you will hopefully see this opportunity score and that's what I'm going to explain and talk about and show you how we can use and how it's all going to help us advertisers get better results which is fantastic now I do need to quickly say at this point that like with all new meta advertising feature this hasn't been rolled out to everyone yet it is in the process of being rolled out so uh some ad accounts will have it most of AD accounts actually have it at this point it's been quite quick roll out but not all do you may well not see this if that's the case it might just be uh something that's going to come to you uh shortly okay so what is the opportunity score basically what mat has done is they've gamified um providing recommendations to improve performance from our Facebook ad campaigns Facebook ad sets and they are giving specific recommendations very valuable and specific recommendations on how to get a higher score which they say will in turn lead to better results so we can see here it says beneath opportunities score applying more recommendations will likely increase your account score and can help your performance potential over time okay so that's what opportunity score is but sort of how does it actually work in the details and what does it mean for satis how can we go about about using this so the first thing I need to say around what this means is I don't want you to think that a high score necessarily equals great results okay because you could have a campaign that's optimized perfectly it's exactly how meta would recommend your optimized campaign but if the product or service that you're selling no one wants it's not going to do well from a result standpoint from a return on ad spend from a cost per conversion depending on what it is that you're tracking so it it doesn't necessarily equal good results that's very important it just means that your campaigns are set up and and optimized correctly uh and they're trying to get the best possible results with everything else factored in but with all things being equal if you have a campaign with a opportunity score of 60 and you're able to take that up into the '90s that will most likely improv performance assuming we're selling the same product service Etc okay so this is definitely something that we want to pay attention to and use it's just not a guarantee of fantastic results there are other things that come into play and I wanted to to make that clear so how does it actually work then so we've got 91 out of 100 it's a score out of out of 100 I said meta has to some extent gamified this process and you can see we've got here performance recommendations so in this ad account we've got nine points available and there are two recommendations being made okay and the recommendations that you see will absolutely depend on how your campaign and AD account is set up what you have got what you haven't got this will vary a lot depending on different ad accounts so you may well see um alternative options and you can see we've got two recommendations here you may have more you may have less and they've given a point to how important each one of these is in terms of proving performance so the first one that we've got here The Meta is recommending is maximize the data measured on your website and reliably share it with meta how the conversions API gives you more accurate data about the conversion you get meta ads this can improve audience targeting and help lower your cost per result so basically what meta is recommending here is set up the conversions API and you can see we've got start setup over here so this ad account does not have the conversions API set up which is definitely something i' would recommend people do you want the pixel and you want the conversions API operating properly that gives you the best possible data which as meta's already said helps improve audience targeting and helps get better results now not only have meta given this recommendation they've also said that it applies to you know campaigns to here place a couple different campaigns because there two campaigns running um within this uh within this particular ad account this is something that would apply across all campaigns in the ad account um all campaigns I should say that are optimizing for an action that takes place off of meta because that's what you need the convergence API if you're using instant form it doesn't make any difference So Meta is going to give us that information and they're also going to let you know the potential outcome so what they think will happen in terms of an improvement to your result if you take this action so here we've got potential outcome 133% less cost per result which I would argue is abs abolutely something worth doing to get the conversions API set up not that difficult to do if you're not very technical and you're struggling you can always find someone on FIV upw work pay them a very small amount of money to get this set up for you and if it was to get you 133% better return on ad spend or 13% lower cost per result why would you not go ahead and do that so that's that's one of the recommendations it's given another one here applies you can see it says ads just one add so that's a good thing to what okay what do this actually apply to and it says low results for ads with creative fatigue so I'm not going to read through all this but basically what mattera is saying is that this particular ad has created fatigue so people have seen it a whole bunch you've got some ad fatigue here you're better off pausing this making changes introducing other options and again they give um a what they feel is a likely difference a likely change that will happen if you go ahead and take this action and it says up to 27% more results so over the seven days after taking this recommend action that's what um they would expect to see based on all the data they've seen from other advertisers where an Advertiser has run into creative fatigue and ad they swwa it out for a new one put in some new ad creative and on average seen a 20% Improvement in results um 7 days after doing that which again is really significant and really useful to be able to check this and go oh yeah actually that ad has been running quite a long time maybe you go in you have a look at the frequency number you think yeah that does have ad fatigue let's go ahead and get this um taken out pause it we can always put it back live in 6 months when that audience is refreshed and had some time for that ad to rest we do that all the time by the way but in this this case you'd want to some introduce some new um ad creative and there you go as I said you might see different recommendations so often you see recommendations around budget you might see recommendations around campaign structure if you've got say too many ad sets live they're competing with each other you might see recommendations around creating more ads if you've only got like one or two running and meta thinks you benefit from from doing that so lots of different recommendations based on what you see but I wanted to give you some examples of a bit of a snapshot with this ad account right here and as part of this feature met have actually um add in something really quite interesting up at the Top If we scroll back up we can see we've got automatic adjustments if I hover over that you can see it says to apply performance recommendations automatically enable automatic adjustments so you can go ahead and select that and meta is going to implement these uh recommendations that it can where possible without you even having to come in here and do that now that's not something I'd actually recommend most advertisers do because I don't think all the recommendations are ones that you need to to take up and I'm going to explain more about that in a minute I think the most of the recommendations are good there are a few that you need to watch out for so you might not want to add in all of these and then also automatic adjustments like there's some stuff that meta is just not going to be able to do for you um and if you just turn that on and then you rely on the automatic adjustments yes that might meta might make good automatic adjustments to things like you got too many adset setups they might combine them something like that and that's fine but they aren't going to be able to for example fix a creative fatigue issue where you just need to produce more ad creative and put that into your campaign right like that's not something something an automatic adjustment is going to be able to do I don't know I doubt they'd be able to set up conversions API for us um it would depend on maybe your setup if you're using like some sort of native integration they could just take a box for you automatically maybe they can maybe they can't would depend on your setup but yeah so I think that this is really interesting this sort of thing um but not something I think most advertisers should select uh for now so just wanted to quickly bring that up come wait a sec take a look at this so this is in my menhip program right and the results on winds Channel and tar said this in 2 weeks of joining my Ros went from 0.7 to 8.03 and I've only implemented maybe 30% of the feedback that's going me so far which is that's just incredible that's awesome so Zoe up here she joined the mener program with 35,000 raffle tickets was thinking she wasn't going to sell them and she ended up selling out completely with 2 days to spare and we've got loads of others in here we've got tons of people just sharing information around how they've done well great results they've got if you're interested you can click on the button beneath this video that'll go through to a page on our website you can book in a free no obligation call with one of my team members to find out more information hopefully we get to work together hopefully you join and you'll be sharing fantastic results like Tara and Zoe of done just here now like I mentioned a minute ago most of the recommendations that the opportunity score gives are good ones but this is based on AI it's a relatively new feature not all the recommendations are going to be good ones you're going to want to not enact what they recommend um and to be honest the only way to know that at this stage is to have a good understanding of the the principles of Facebook and Instagram advertising what works and what it is that you're looking to achieve obviously watching my content um is going to help but you need to be able to have a look at a recommendation and go that doesn't make sense for what I'm looking to achieve or that's fine so the two examples I've got here installing getting the conversions API set up properly absolutely a good one uh creative fatigue makes a lot of sense I don't have any issues with any of those but let's say for example you are running the omnipresent content strategy and you had lots of different adsets CU that's what you need to have in order to use the only present content strategy I'll include a link in the video description by the way to a video that shows you how to implement the only present content strategy in case you're curious and familiar really good for expertise based service businesses with with high ticket offers um so if you're running that strategy you have lots of different adsets now meta's recommendation is going to be to combine those um but that's not going to help you achieve your objective of what you're looking to do with that campaign type so you want to ignore that recommendation however if you are using a direct offer strategy and you got a recommendation to combine adsets that's probably good advice so having an understanding educating yourself making sure you know that's good that's not um is definitely something that you you need to do these two examples are absolutely fine one big category that I want you to watch out for in terms of Mets recommending something is to increase your budget now yes there are times to increase your budget by far the most important one being I'm getting great results and I want to scale but I think a lot of advertisers to some extent get pressured within their ad account to increasing their budget for other reasons they're not getting great results so for example they increase their budget in order to reach a conversion volume amount that's going to help their uh account optimize better help their campaigns optimize better and get them better results and whilst there is some logic to that if you spend enough to get enough conversions to get out of the learning phase you will see better results I don't think that's the best approach for a lot of advertisers particularly beginner advertisers particularly when you're in the in the testing phase you don't even you're not even sure if you can sell your product service in its current form using Facebook and Instagram ads yet you might need to tweak the offer or or work that out first um I'm not a big fan of increasing budget early if you haven't been through that phase this is just a good way to waste a bunch of money yes you might get out a learning phase but if it's not going to be profitable because you haven't got your offer right yet or your creative Styles is just not resonating with your target audience better to work that out with lower budgets and then look to to scale from there so just remember when ever met is making a recommendation around increasing budget it might be a good recommendation but it's something you really have to look through with the hang on a minute you know this to some extent is self- serving is this actually going to benefit me as a meta Advertiser right now am I in a position to do this I even spoken to many business owners that have increased budget even though they don't have capacity to deliver because it's popped up in the ad account recommending that you need to get a certain amount of conversions to get past the learning phase and they they can't even deliver on the extra sales the extra leads it's absolutely pointless in spending more money um so business business concerns and priorities take precedence over optimizing your Facebook ad campaign so that's a really really important category of recommendations to watch out for and to put through a filter to think do I want to use this yes or no but from what I've seen so far in this opportunity score um section the advice given like these two examples here is really quite good most of the time we are implementing it I think it's also really valuable to see those percentage improvements that you're likely to get so you can see how important this actually is what differences is likely to make to to my Facebook advertising results and things like that now it's also worth mentioning that because this is an AI tool and a relatively new feature I would expect it to improve over time so I think the recommendations will get better the accuracy of the predicted Improvement in performance would get better as well so of course if meta recommends something and they say you're going to get a 20 7% Improvement like we've got here like with the creative fatigue option you might go ahead and Implement that and not see anything close to 20% Improvement you might see a much larger you might see much less it's an average but I think that's going to get more accurate the more meta is able to see people implementing these recommendations and getting better results and therefore you can see cuz there might be sometimes you go in there and you think okay well we've got an ad that's working really well yes it's got some creative fatigue but it's only a tiny percentage increase do we want to pull the trigger on that yet or focus on other things but if they're selling you like it's a 27% Improvement or 45% Improvement it's like all right okay let's go ahead and do this this is this is clearly um worth it so we can clearly see the best data and the most useful stuff here in account overview um with the opportunity score and it all broken down but if we go back into ad manager just want to quickly address what I talked about at the beginning of this video and that's where we've got this actions column where we've got things um broken down here so we've got you know the nine points associated with this campaign and you can see it broken down by various elements you can see we've got a recommendation for for this campaign here um I I would operate out of account overview I think that's where you can see the more valuable useful information but it's also useful just when you're going through optimizing campaigns ads sets ads even you can see ah okay we've got this applies to this campaign this applies to this adet right let's make a change let's go ahead and uh and check it out so you can see that within uh within ads manager in that actions column um which once you've got this new feature should automatically appear within your ads manager if it doesn't you can always go in here and uh customize your columns and you can scroll down and go in ahead and customize columns and make sure that you've got the actions column in here if I just quickly search you will see it pop up and it's already selected because it's already visible but you can go ahead and put in actions and then you'll be able to see the same data assuming you have this Fe F and whilst we're in account overview there's another section I want to draw your attention to because this is really valuable information as well and you can see here that we've got amount spent in the last s days up at the top just under £500 and then it gives you a percentage of that budget that was spent with your adset in the learning phase you can see here we've got 39% spent in the learning phase Which is higher than we typically like this is a testing ad account where we're testing things and uh experimenting for the purpos of creating content so it kind of makes sense that a lot of the budget would be spent in the learning phase because we're doing um a lot of testing but I think this is really valuable information you you can absolutely take a look at this and think I'm spending too much money in the learning phase I'm making too many adjustments I need to uh to adjust how I approach things and I actually wouldn't be surprised if you see a number here for your at account that you weren't expecting uh because meta has made some really big changes to the learning phase uh very recently that are in the process of being rolled out and it's going to change the way us advertisers need to approach the platform and how often we can make changes and all that sort stuff I actually made a detailed video about the new learning phase right here if you haven't watched it already I strongly recommend um you give it a watch it'll help you understand what changes are happening and what adjustments you need to make as an Advertiser to take advantage of them