Facebook News – Newsfeeds Feed No News In Australia

Facebook News? Not In Australia!

Facebook News from down under…

What a way to wake up this morning! 

Overnight Facebook implemented restrictions on publishers & Australian users sharing or viewing Australian & international news content.

So people opened their business pages this morning to find that the page was still there – but the content was gone. All gone – not just the news posts, but photos, the cover photo and everything.

It’s still all there of course, but we can’t see it here in Australia.

After contacting Facebook chat support, it seems the distinction is pages connected to a site with an Australian news domain. So we qualify. In the same bucket as the big boys. Flattering…but a bit unfair!

Other fall-out

Some non-news pages have been wrapped up in this restriction like the BOM, DFES and some community health and NFP pages. As I write this some of them have been reinstated.

So what the heck is this Facebook News thing all about?


I’ll explain.

Facebook and the Australian government have been negotiating for years about paying for content. Here’s the “sides” of the argument:

In the red corner

The government’s stance is that news publishers should be paid for posting their content on Facebook.

The government claims that news is of value and should be paid for, ok – that’s fine, but advertising on news websites and paywalls pay for news content…

And there’s no coincidence this has happened the same week that Google had to get out its checkbook (or really just the coins in it’s centre console) to pay up for news content in deals it struck with Seven West Network and Channel Nine ($30m per year btw)

This claim supposes the money paid by Facebook – important distinction, not to the government, to the publishers (this has nothing to do with who pays how much tax where and when) will result in preserving the integrity of journalism.


IMO: Our government doesn’t care about the integrity of journalism. It’s quite clear by the way they’ve dealt with the ABC.

In the blue corner

Facebook’s stance is that the publishers are the ones posting content (they don’t have to – it’s voluntary) as a distribution method and therefor as Facebook doesn’t need the content and hasn’t taken the content (it is volunteered) then there’s nothing TO pay for.

News media get their clicks from distribution channels; Facebook, Twitter, Instagram, email, etc. Facebook is just one of them. The balance of benefit it weighted towards the publisher and not Facebook.

The best analogy I hear is that it’s like the paper boy paying The West every time he delivers a newspaper. That’s not how payment works….the receiver pays – not the deliverer.

In Facebook’s statement (linked below) they make it clear that it’s unlike Google, and users must actively post their content on their platform.

IMO: Yep. It’s different to Google. But most publishers (good ones at least) make special effort to be displayed on Google, so while Facebook is completely different there as it’s a choice to post, what to post, when, etc I don’t think Google should pay for content either.

Some Facebook News Thoughts


The timing of this isn’t a coincidence!

Earlier in the week there was a post in my Facebook group from a member which I’ll share with their permission:

These screenshots were shared on the 12th of February with a suspicion it had something to do with the proposed law changes. I replied that I thought they would be testing the fall out on a small group of users and that the member must have been in that group.

I think Facebook knew this functionality wasn’t flawless and that they had to deploy it as time’s running out to negotiate/amend the laws (and not only time, but the government’s willingness to negotiate or bother to learn how the internet and social media operate) and they rolled it out anyway.

This did cause (and is still causing some) issues with non-news pages being swept up in the restrictions.

The Bureau Of Meteorology, DFES and several community health and NFP pages were restricted. As well as Buggybuddies, So Perth, Urbanlist, Perth Is Ok, Zac Kirkup and many more.

The BOM and DFES are back up now. Buggybuddies has put through an appeal, but probably counts under the government’s very (deliberately) broad definition of “publisher” but we’ll update if and when we hear anything.

Facebook News Info, Resources, and Stuff I Collected

Starting with the official things:

The Facebook article explaining the changes by William Easton, Managing Director, Facebook Australia & New Zealand

Facebook’s Timeline of supporting news in Australia – or as I call it, “we tried”

The Facebook Help article

The link to appeal the restrictions if your page shouldn’t have been affected

What’s being said out there?

My Facebook group thread with heaps of info, stories and links you’ll have to request membership to be able to see this by the way.


Click the images for the link to the original posts.

WA Premier Mark McGowan almost gets it.

Interestingly his page survived while his Liberal counterpart’s didn’t.

Adam Bandt misses the point…but does HAVE a point instead of rolling out the TAXES argument which has nothing to do with anything…

Facebook News
Betoota nails it from a publisher POV (as usual).

And, surprisingly they’re still able to post links…

The world is looking on with interest, and…bemusement?

So there’s the shitshow that was my morning, dealing with the shock and confusion of clients, peers and the public and now I’ve finally got all this post down I’m going to get back to work…while I still have work.

The Wash

Pages this has affected can’t post at all.

Even non-news.

Even Facebook Stories.

Support your favourite pages by signing up to their email databases as that’s the only way they might be able to share their content with you for a while (or ever?)

Before I go here’s my recommendations is this has affected your page/s –

      • Appeal here.

      • Remove your website link if it would be considered “news” or a “publisher” based in Australia.

      • Change your page category from publisher to blog or community.

      • Wait and keep an eye on your support inbox.

Get in touch with us at hey@themarketer.news if you have a story on this to feature.

Join my group where I’m curating resources in real time, and if you’re in Perth and want to talk face-to-face, come along to our Grill The Marketer event Thursday the 25th. I’m sure we’ll touch on it briefly, lol!



Top Tips to Solve Campaign Brain Drain

Top Tips to Solve Campaign Brain Drain

It’s tough out there.

It’s the almost end of a very odd (at best) year.

And that’s good. We’ve earned a break. This year I think people will be making more of an effort than before on buying gifts (my feeling is that experiences are going to be VERY popular), cooking, catching up – nothing is going to seem as hard as it normally might because we’ve learned a bit more appreciation for each other and our freedom in 2020.

So there’s never been more pressure on your end of year marketing campaigns – whether that’s Christmas, or BFCM, or “New Year, New You” type things, you’re going to need to be onto it.

And Facebook’s not on your side – it’s been wonky AF since COVID started and even worse during the US election.

So here’s some stuff you need to consider to set your marketing campaigns up for success.

1. Define your ultimate goal & offer

Sounds easy enough. But your goal isn’t just to “get sales”. How many sales do you need to be profitable? How many units of stock do you need to move? What’s your expected last delivery date (hard one I know…) before your event (Xmas for example…)

What’s the best offer to achieve this?

If you’re using Facebook Ads (and I suggest that you do), what’s the best objective that will get you there? Is it Conversions, Lead Gen…do you have a catalogue set up, will you use dynamic ads? Video?

Once you know exactly what you want to achieve (eg – sell 123 units of abc at $456 by Dec 5 using 2+1 bundle + Free gift wrapping) you’ll start to see a clear path forward on objectives, set-up, targeting and creative.

2. Check your tracking & tagging

Yep ok – you have a Pixel you installed. But is it sending the right data? Does you plugin need an update? Has it switched itself off for no discernible reason?

Does it match your Google Analytics (or at least almost)?

Do you need more sophisticated tagging to help you record third party activity?

It’s all very well and good to measure, and make adjustments and optimisations based on this data – but if it’s not set up correctly you’re getting the wrong data!

3. Consider the user experience

Is there anything you can make easier/less confusing for the user so they can’t help but almost accidentally buy from you?

In order to do so you might need bespoke landing pages, more payment methods (Apple pay, Google pay, Afterpay etc) and clearly display your shipping info!

You might need to look at your site speed too, and any popups. If you manage to get people’s attention and initiate a sale, there’s not much that needs to go wrong for them to abandon it.

4. Speak clearly

Sometimes people forget that marketing is simply getting your message to the right audience.

A clever or catchy campaign slogan is good, but when writing copy it needs to be punch, emotive and relatable to your audience.

Remove unnecessary words. Use emoji. Treat the reader with respect – they’ve paid attention to you, now don’t waste their time.

5. Get eyes

Your marketing campaigns can’t work if no-one sees them. And sure, if you’re using paid social you’ll get them seen, but is anyone actually looking?

Don’t be tempted to blast your images full of text just because Facebook removed the 20% rule. Your creative’s job is to get attention from the target audience. Use what they like to see and they’ll see you.

6. Plan it out

You need to have all your ducks in a row. Plot it out on a campaign calendar. When are you launching, how long is the campaign? Is it phased? What are you key dates for messages? When are you sending eDMs etc?

A unified and organised roll-out is not only more powerful but less stressful.

And remember – this time of year is when people are en masse thinking of gifting – so your target audience is ALLLLLL over the place.  Bear that in mind when crafting your campaigns.

There you have it folks – my TOP 6 tips on mapping out your campaigns! Now go forth and market!

Did I miss any? Probably – leave me a comment.

Have you got a campaign you love? Or one of your own you’d like to share with other marketers? Send it to The Marketer and maybe we’ll feature it!

What 1 Year & 38kgs Taught Me About Marketing

I’ve asked a lot from my body this year – and it’s taught me a lot!

In October last year, on a whim I decided to start following a keto diet. I didn’t know that much about it and thought it sounded simple. It’s not really…I mean the premise is straightforward enough but the execution is more involved than I first assumed.

Essentially the way of eating (WOE) involves teaching your body to burn fat instead of carbs for fuel – like switching your car from diesel to petrol, and to do this you follow a macro ratio of 5% carbs, 25% protein and 70% healthy fats.

Look at me talking about macros! Who is this person?

I know I’ve lost some of you already and I promise this isn’t a diet blog so that’s really all the detail I’m going to go into about Keto. If you’re interested you can leave me a comment or get in touch and I’ll happily answer questions.

How is losing a significant amount of weight like marketing?


Many ways – here’s a list.

ONE: Have a goal

Have a goal, but keep it fluid. Things change and the original goal might not suit you as time moves on so review it regularly to stay on track.

Also set mini goals to break up the large goal into manageable smaller milestones.

You can’t achieve goals you haven’t expressed.

TWO: Decide how to measure success

Scales are  easy to use, but they don’t give you the whole picture. You need to see how you fit in your jeans, what your percentage of body fat is, or measure yourself in inches to get a better picture of your progress.

Same with marketing – one source of data is not enough to make strategic decisions. Diversify your measurement tools.

THREE: Measure often, but don’t sweat the small stuff

You might check in with your marketing daily (just like getting on the scales) but are those real data points you need to consider as part of a wider trend? Or simply daily fluctuations?

Yes – you need to measure often to make sure you’re on track to your goals but don’t get bogged down in the daily results if you’re still meeting your milestones.

FOUR: Be consistent

You can’t eat one salad after a lifetime of eating donuts and expect that it’s going to have a huge impact (salads aren’t really a keto thing but you hear what I’m sayin’).

You have to be disciplined enough to show up consistently and work toward achieving your goals.

FIVE: Be realistic

You’re only kidding yourself if you think your bootstrapped start-up is going to be Nike in 6 months.

Set yourself up for success by keepin’ it real.

SIX: Have a plan for when you fail

Sounds fatalistic doesn’t it? But inevitably campaigns (and diets) fail. It’s what you’re going to do to fix it that’s important.

So you had some days with no conversion, or you ate a whole tub of ice-cream…ok – what now? How you recover is more important than beating yourself up that it happened.

SEVEN: Be accountable

It’s not “the recession” or “the algorithm” when your campaigns fall flat. The same way it’s not Christmas’ fault that you ate 3 slices of pavlova…those things might make success more challenging, but they aren’t a deal breaker.

There’s literally people out there killin’ it (in both a diet and business sense) so stop playing the blame game and take responsibility over the things you can control.

EIGHT: Optimise

As you get lighter you’ll have more capacity for exercise. As your campaigns run, you’ll have more data to optimise them. Same same.

Example? If you’re video has poor performance past the 1.20 sec mark, see if a re-edit can save you.

The longer you have been at it, the more you’ll make better decisions you’ll on adding activity to the mix.

NINE: Celebrate the wins

It’s important to take time to reflect on your wins. That goes for everything. There’s so much uncertainty around that it’s really important to allow yourself to feel proud/content/happy when you are getting results.

TEN: Ask for help

My final one in the list is one of the most important. Sometimes you’re too close to things to see them clearly. Or you might not have the technical skills that someone else in your network possesses. Ask for help!

We’re social animals and we can’t operate alone. You’ll be surprised how many people out there will lend you a hand, an ear, or some advice.

Thanks for indulging me in a little left of centre thinking, comparing my year of keto and 38kg weight loss to how to run marketing campaigns.

Drop me a comment and let me know what you think.









A Viral Checklist | What I’ll Be Doing During COVID-19

Every crisis is also an opportunity, right?


So since the COVID-19 outbreak has caused ‘Cancelfest 2020’ in my client list and I have some spare time up my sleeve, I’m making a list of things I can use this time for. And I’m sharing it with you in the hope it might help you manage your time and anxiety levels!

I’m calling it a Viral Checklist, but unlike most posts about ‘going viral’ on social media, this is a bit different.

Here goes!

Write more

I get lazy and don’t write much, but I LOVE writing, so I’m going to make more time to do that. I might also even try and pick up a book or two. Shantaram has been on my list forever but I fell out of love with reading as an adult…

Send me your book recommendations and also any topics you want to read about from a social media marketing perspective!

Clean out THAT cupboard

We all have one of THOSE cupboards…and I’m going to clean it out! I mean how long do I need to keep stuff that’s still in a box from when we moved into this house…11 years ago!

I think it’s time.

Be part of the solution

I decided that since I had some time on my hands I’d try and be part of the solution.

I felt that information on the virus was very fragmented, and I wanted to be able to check in with one solid source for all the info I needed. I couldn’t understand why there wasn’t a clear voice above the noise to help tell us what to do!

So, I got in touch with my buddy Adam Barrell and asked if I could help him create a hub for WA Coronavirus information, and he was all for it.

As the Founder of So Perth, Adam has an engaged local community and was the perfect platform to use to help educate and inform our citizens.

He got to work, and we created a Facebook Group to share credible news on the virus.

There’s much more coming, but a start s a start and I feel much better from being able to put my skills to use during this time.

Give Blood

I’ve been a regular blood donor for years and I have that rare VIP blood group – O negative. What makes it so precious is that anyone of any blood type can accept transfusions from Oneg blood – so it can help anyone in a triage situation where testing isn’t an option.

I think our hospitals and clinics are probably going to need all the help they can get with blood donations, so if you’re able to – please consider it.

Well that’s me, what about you?

How will you be using your forced down time?

Let me know!

2020 – Year of The Carma

Hello new year, hello new decade!


Hello 2020, I’m excited to meet you after a rough 2019.

I don’t normally write blogs about myself, but there’s a bit happening so I thought you’d indulge me this once.

2019 was a shocker and I’m pleased to see the back of that mofo. Credit where it’s due though – it gave me the kick in the guts I needed to come back fighting. So there’s that.

The first few weeks of 2020 have brought a change and are already shaping up to include some incredible opportunities for me and my business, which is entering its 5th year.

And even though it’s late February as I publish this and the year is racing away, it still feels new to me!

Exciting thing number one

I’ll be tutoring Social Media Marketing students at Edith Cowan University this semester alongside Dr Violetta Wilk.

I’m really excited that my long term relationship with ECU has blossomed into an opportunity to contribute to the future of my industry and give me a chance to do something I love – teach people about social media marketing!

So cheers to casual academia. I know I’m going to love it.

Exciting thing number two

I’m going to be doing some tour guiding!

It might seem a bit left of field but I have a background in hospitality and an enthusiasm for alcoholic beverages, so why not put my weekends to good use showing people around some of Perth’s hottest gin bars?

It’s like going out, but better for my health and my bank balance.

If you’re in Perth and you book a Gin Walking Tour with Hidden deTours, there’s a one in three chance I’ll be your guide.

Exciting thing number three

I’m taking control of my relationship with food.

I started following a ketogenic diet in late October 2019 and have lost approximately 18kg. Still a ways to go to my goal weight but it’s a good start.

It hasn’t always been easy to stay disciplined, but a combination of completely rethinking my food choices and getting back to the gym has made all the difference to my overall health and mental and emotional wellbeing.

So please excuse my coffee order if we catch up. It’s one of my biggest sacrifices and still a bit of a sore spot…

More big things?

I’m sure that these early 2020 opportunities won’t be the only ones to come my way this year. I’ve felt the shift, and I’m leaning in!

What’s your business or personal focus for this year?

I’d love to hear your 3 exciting things!

Grill The Marketer | Perth Marketing Events in 2020

Grill The Marketer, a Perth Marketing Event Like No Other

Your marketing questions answered. Live.

We ran two Grill The Marketer events in 2019 and the feedback was incredible – so here’s our 2020 dates so you can be prepared.

Not heard of it? Here’s the deal:

Are you sick of the same old marketing events? So were we.

So we are bringing you something different! No scripts. No sales pitches. No PowerPoint slides.

Just you getting your questions answered.

Clay & Carma will let you grill them and of course – there’ll be booze. And nibbles.

Melissa Bowen, Director of MeBo Media will be our MC, wrangling the crowd and making sure everything is in order on the night.

Grill The Marketer is a concept that came about from discussions with marketing event attendees who really just wanted their questions answered without the fluff and agenda.

We hope you can make it!

Who is The Marketer?

The Marketer

Carma & Clayton founded The Marketer when they wanted to talk about marketing campaigns from an Australian (and especially Perth) perspective.

We are both experienced digital marketers who run their own businesses and decided to choose collaboration over competition to bring The Marketer to life.

Carma Levene (That’s me)

Experienced Social Media Marketer, Trainer & Strategist at The Social Chameleon.

I love to problem solve. With previous business management experience I understand my clients challenges and can support them to make Social Media work it’s hardest to bring them actual business outcomes.

I’ve been featured as a subject matter expert in Facebook Advertising on Social Media Examiner and Social Media Stategy on Socialbakers (among others) and have shared my experience guest lecturing at TAFE Metro, UWA and ECU to the next generation of marketers.

Clayton Smith

Digital Marketing Specialist & owner of Perth based agency Smith Social.

No matter the medium, I love great marketing. Whether it’s an amazing and engaging email sequence, a stunning logo or a brilliant billboard, creative and inventive marketing makes me want to run out and get my hair braided.   ​

Cause that’s what it’s all about.

Get your tickets!

February 12th: Grill The Markerer III – Tokyo Drift

April 15th: Grill The Markerer IV – Reloaded

June 17th: Grill The Markerer V – Back in the Habit

August 12th: Grill The Markerer VI – Wrath of Kahn

October 14th: Grill The Markerer VII – The Last Crusade

Facebook Ad Fails | 5 Fixes

Facebook Ads Don’t Work

Facebook Ads seem really complicated and indeed they can be. BUT there’s only 5 reasons your Facebook Ad fails, and once you understand them all you can fine tune your campaigns and get get out of Facebook Ad fail jail.

Facebook Ad Fails One: The Offer

Your offer needs to be enough to make people break away from what they’re really on Facebook/Instagram/WhatsApp/Messenger for (stalking their ex, checking out the pooches in the Cool Dog Group, thinking of a reason not to go to their cousin’s birthday, and watching cooking videos – or is that just me?)

Remember Social Media isn’t predominantly a sales platform so your offer HAS to be irresistible.

Do people want your product or service?

The amount of people who have something they love making but don’t test if there’s a market for before trying to make it into a business is staggering.

Some hobbies are best left as hobbies. Sometimes it’s enough to make cute things for your friends and not try to earn a living from it.

No matter how good your marketing is you can’t sell something people don’t want at ANY price.

Unless you are Wish.

They don’t know they need it  ~yet~ so they need to be educated first.

This is where you need a funnel structure. A healthy dose of awareness activity showing the problem and positioning your brand as the solution.

This takes TIME and also needs good content and a great understanding of your audience and their position in the sales journey.

Don’t structre your ads as a “buy now” campaign to people who still need convincing.

It’s too expensive or complicated.

This can be part of point two, so don’t get too excited –  you could just be targeting the wrong people. BUT if you aren’t; You may not be communicating clearly what the offering IS or the value it contains.

Price =/= Value

Show them testimonials, why your team is the best, demonstrate you align with their beliefs and show up for them.

If they ARE in the consideration phase and doing research to compare providers, give them an emotional reason to choose you.

Don’t assume they know the value of your product or services. Don’t assume they understand your industry jargon. Keep it simple, but make sure there’s enough information to set you apart.

In general brands need to spend more time thinking about the offer they’re going to market with if they don’t want to fall into the Facebook Ad fails trap.

Facebook Ad Fails Two: The Audience & Budget

Audience is so important. It actually should have been number one….

If you can’t get in your audiences heads you won’t be effective in persuading them. And if you don’t know which part of the sales journey they belong to you won’t send them the right messages.

Get specific – there’s so many advertisers targeting the same audiences you want to that you have to outbid them or outperform them. Go beyond broad demographics.

Sure you can bid higher to win the auction, but the better your ad conveys what the audience want, the less you’ll have to.

Look at people who might be more financially able to spend on your product or service at this time and will see it as a “must have”, not a “nice to have”.

Other things to consider:

    • Are you speaking to their pain points or specific benefits?
    • Are your ads making them feel negative or judged and this is putting them off, not inspiring them to buy?
    • Have you excluded people who’ve already converted? Exclusions are SO IMPORTANT.
    • Have you allocated enough budget for the size of your audience?

Tips to explore:

    • Use this same client database as an audience to base a Lookalike Custom Audience
    • Consider sending more prospecting campaigns – Video Views/Engagement before asking for anything in return
    • Try using a page post with high engagement as an ad to give you social proof
    • Speaking to the emotions of your audience


Budget can be tricky, but SUPER important.

I debated making it it’s own section, but budget can’t be separated from the audience, so here it is.

The size of your audience is directly related to how much money you need to reach them with the required frequency.

And FYI the optimal frequency is probably higher than you think.

If you have a large budget and a small audience you can overwhelm your audience, and with a large audience and a small budget you might not reach enough to be effective.

Budget also depends on your objectives. Top of Funnel (TOFU) brand awareness, reach, video views, traffic and engagement activity are fairly cheap to run.

Retargeting audiences are smaller than prospecting audiences so can require a smaller budget per segment.

Conversions require a larger budget – or at least larger bids to work.

So you see audience and budget are inseparable and must be thought through as a whole before you start building out your campaigns or you’ll end up experiencing Facebook Ad fails.

Facebook Ad Fails Three: The Creative

Say your offer and your audience are perfect, but your campaigns are still struggling. Your images or videos might not be getting the attention your ad needs to work.

They MUST stop the scroll and ideally, look like content rather than an ad.

People will stop scrolling on images of faces and people (Do I know that person? Whose baby is that?) so mix in some imagery that could be a photo their friends posted.

Creative needs to spark an emotional response in the audience and be relatable.

It also needs to sit natively on the platform it’s being served on. If you’re using Stories as a placement make vertical creative. Newsfeed? Square. Messenger? Landscape. This is important to avoid the “dad dancing” effect (as I call it)

And just because you CAN use more than 20% text in your ads now, doesn’t mean you should. If people know it’s an ad they will generally just scroll past, and unless your product has some brand awareness already they’ll never know who’s ad it was.

If you are using product shots (in anything other than catalogue ads) consider putting your product in the hands of a model or influencer so it’s more dynamic. Or use UGC (with permission)

Will your audience and objective be best served by video, static images, carousels? Find out!

It’s not always the “best” creative that sells, so split testing creative is essential to a profitable campaign, and keep you clear of Facebook Ad fails.

Facebook Ad Fails Four: Copy

Have you explained clearly? Confused people wander off…

Have you outlined what will happen in the next step when they click your ad? Is the call to action clear?

Copywriting for Facebook Ads is a skill in itself. You have three visible lines of text, a headline and a link description (on some placements) which mean you have to be strategic in how you structure your copy.

There’s many theories about long form and short form ad copy, but for me short has always worked best. People don’t mind clicking to find out more, but in my experience they don’t want to read a long ad.

Your copy needs to get the reader’s attention, engage them, and encourage and explain the next step (click, download, sign up etc.)

I use as few words as possible to get my message across, which includes re-writing sentences and editing phrasing so it’s as lean as it can be while still making sense and being persuasive.

Split testing copy is also essential! And what works at one time won’t work forever and won’t work on everyone.

Some copy needs to be seasonal, and each audience segment should have copy written to their specific needs and in their native lingo.

For example; if people are thinking of putting extra expenses off for the rest of the year to save for Christmas – could your messaging be “book before 2020 and save!” or can your product or services be a gift for a loved one? This will need it’s own copy.

Facebook Ad Fails Five: Objective & Placements

These guys are related as not all objectives have all placements. Objective is what you’re asking Facebook FOR and Placements are where your ad is DELIVERED.


Something I see alllllllll the time is people using the wrong campaign objective. I recently wrote about his in detail, so I’ll just skip to the end.

Don’t run an engagement campaign and expect direct sales. That’s not what it’s for.

Facebook will optimise to deliver your ads to people who’ll complete the goal you selected. Engagement goes to likers, commenters and sharers. Traffic goes to clickers. Lead Gen ads go to people most like to fill in your form and so on.

You need to choose the objective that aligns to your purpose.


Placements also have an impact on the effectiveness of your campaign. Check your metrics broken down by placement and switch off any that are ineffective to push more budget to the good ones.

Also to consider, are you contacting people how they want to talk to you?

Say you’re running a Messenger campaign that’s not performing:

    • Do people need more information before they let you into their inbox?
    • Have trends changed or do privacy concerns in your audience mean people don’t want to message with a business?
    • Are they sick of talking to Messenger Bots and think they won’t be speaking to a human?

Generally speaking with a new client and a new campaign I’ll start with auto placements and see what the data tells me after some time has passed.

This is of course, assuming you have creative to fit all the placements – otherwise I don’t run ads at all on any placements I don’t have suitable creative for.

Stay Out Of Fail Jail

There’s no end to the split testing you can do with your campaigns – but you need to make sure it’s done one variable at a time so you can work out which variable made the impact. This is the science part.

Pulling It All Together

To recap – this is how I suggest you approach your campaigns to avoid Facebook Ad fails:

    1. Decide on a suitable offer.
    2. Determine who it’s for and get specific so you can speak to their emotions.
    3. Which objective supports this?
    4. What size is this audience? Does it need to be broken down further?
    5. Do you have the budget to reach them with enough frequency to be effective?
    6. Next layer your variations in targeting at Ad Set level and duplicate your ads to split test targeting.
    7. Start with auto placements if you have the creative.
    8. Once you find an audience that works for you, change up the creative and copy to work out which is the most effective.
    9. Split test and optimise EVERYTHING but once your ad is running only make small adjustments at a time.
    10. Leave it long enough and spend enough to get good data – don’t quit after 2 days.

Back To You

What do you think? Is this how you do it? Was this helpful to you? Let me know!

Deceptive Objective | Facebook Ad Objectives Explained

Facebook Ad Objectives Explained

Some people genuinely believe Facebook Ads don’t work, and one of the things that often helped them reach this conclusion is choosing the wrong Ad Objectives.

Facebook WANTS your ads to succeed.


They need advertisers to keep spending money using their platform, and we wouldn’t continue to do so if we didn’t get results there.

So what’s going wrong?

There’s 5 major things that can tank your campaigns, and one of them I see time and time again is using the wrong objective.

There are 8 main Facebook Ad Objectives, across 3 categories.

And it matters which ones you choose for your campaigns!

Facebook is incredibly powerful (you don’t think Trump got elected on his dazzling personality, do you?!) mainly because it knows so much about us.

Not just what we like and dislike, but how we behave online.

Which websites we visit, how likely we are to subscribe to a newsletter, add something to a cart, download an ebook, or fill out a Lead Form.

It knows what events we said we were going to, and which ones we actually went to…

If you want to know what Facebook knows about you (ie. what’s there for advertisers to target you with) tap this link.

Now, Facebook has all this info, but it doesn’t know how to apply it to your campaign properly unless you explain clearly what you’re looking for, and you do that by defining an objective.

Don’t choose engagement as an objective if you actually want sales.


Facebook will optimise its ad serving to people who are most likely to perform the action you asked for.

So if you ask for engagement, it’ll serve your ads to people most like to comment, react, share or save your post – and they might not be the same people as the ones who’ll buy from you!

Of course you can re-target them later, but that’s not what this article is about.

You need to choose the objective that best aligns with your desired outcome!

There’s 3 main categories of campaign objectives to choose from. Awareness, Consideration and Conversion.

There’s no coincidence thee three categories align to the 3 basic phases of a sales funnel.

Let’s look at them more closely.


Awareness contains the two objectives Reach and Brand Awareness.


A very useful campaign objective IMO because it allows you to set the reach and frequency of your campaign.

If you want your audience to see your ad once a day, you can set it to a reach of one per day. If you want your ad to be served to your audience twice a week you can select a rech of two per seven days.

This give you a great control over delivery in a frequency sense, which can be very powerful.

However, as it is purely optimised for reach, you aren’t asking Facebook to find you people who’ll engage, click or buy – so these ads will have little action taken, and are more of a display type.

Brand Awareness

This isn’t one of those ad objectives I personally use. It also optimises for awareness, but this time in what’s called Ad Recall Lift.

Facebook describes it as:

“We’ll serve your ads to maximize the total number of people who will remember seeing your ads. To help us improve delivery optimization, we may survey a small section of your audience.”

Example of Facebook Brand Lift

So basically, they’ll try to show that more people remember your brand after seeing an ad, because they remember the ad.

If you’ve seen Facebook Surveys in your newsfeed it’s because that brand has been using the Brand Awareness objective in a recent campaign.


There’s many different ways to approach the consideration phase of the user journey, and I guess that’s why this category has the most different types of ad objectives. Objectives here include: Traffic, Engagement, App Installs, Video Views, Lead Gen and Messages.


The Traffic ad objective is designed to send people from Facebook to your website, Facebook event or landing page.

You can either choose to opitimise this objective further by selecting Link Clicks or Landing Page Views.

Link Clicks optimises for people who’ll click the link in your ad.

Landing Page Views optimises for people who’ll likely land on your destination url.

What’s the difference?

Not everyone who clicks will land. Generally this will depend on the speed at which your landing page loads, but also factors in behaviours – these are people who will likely ONLY click and not land. Landing Page Views are likely to land on your page, but then not necessarily perform any other actions.

Buying traffic to your website is a great way to get people to understand more about your brand, offering or product and to build retargeting pools for later use.


Engagement ad objectives are further broken down into 3 sub-categories; Post Engagement, Page Likes and Event Responses.

Post Engagement

This is I guess the ‘truest’ form of Engagement type. Your campaign will find people who are most likely to engage with your ad.

So anyone who’s likely to comment, react, share or save your post will be considered as long as they match your broader targeting.

This audience may not be likely to click through to your site (as with Landing Page Views), or to remember your brand (as with Brand Awareness) as you’ve not asked Facebook for these actions – merely to task them to find the people most likely to engage.

Page Likes

Arguably the most pointless of the Engagement ad types, as they will be served to people most likely to like your page.

SInce most pages have a low engagement rate, the people who currently like your page may not even be seeing your posts, so collecting more of them is not really the best use of your ad budget.

If you do want to grow your page’s following I’d suggest running Video Views or Post Engagement ads and inviting the people who engage to like your page and growing it that way – but at the end of the day these are vanity metrics and don’t really affect your businesses bottom line.

Event Responses

In my opinion, in the wrong group and events should have their own category – but since they appear here, this is where I’ll explain them.

You need to have a published event on Facebook to use the Event Responses objective, and they’ll be served to people most likely to respond to your event. Not respond ‘going’, it could just be ‘interested’.

These are an excellent way to boost interest in your upcoming business event but have some limitations in placements in that they can only be served on Facebook newsfeed and Marketplace and not any of the other Facebook Ad placements (such as Stories, Instagram newsfeed etc.)

If you strategy is to grow your page engagement or following, the Engagement ad objective is fairly effective, and can also work well as part of a wider strategy as you can re-target people who’ve engaged with your page or event with a different ad objective in a subsequent campaign.

App Installs

This ad objective is only relevant to you if you’re advertising an app. If you are, check out some info on Blueprint.

If you need someone to help you with this type of campaigns, check they’ve done it before – its a bit different so you’ll want someone with this specific experience.

The rest of us probably won’t ever use this ad objective, so we’ll move on.

Video Views

There could probably be a whole article about this ad objective!

Video Views are served to those most likely to watch your video. Currently you can choose to use the 2-Second Continuous Video Views or ThruPlay.

2-Second Continuous Video Views

This is optimised to serve to people most likely to view 2 seconds of your video. How do they work it out?

Here’s what Facebook’s documentation on it says:

“The metric counts when your video was played for 2 continuous seconds or more. Most 2-second continuous video views will have at least 50% of the video pixels in view. In some cases, such as when part of the screen is obscured by a system or app overlay (due to user behavior like sharing, saving or receiving a notification) less than 50% of a video’s pixels may be in view.”

Doesn’t seem like much, huh? 2 seconds of a potentially obstructed “view”.


ThruPlay is a bit more meaty.

“ThruPlay allows advertisers to optimize and choose to pay only for ads that are played to completion, or for at least 15 seconds.”

Either way you optimise your ad delivery, Video Views are a way to get your content SEEN.

If you have a great how-to video with a CTA these work well, but I tend to find unless the video content is really compelling this objective works as top of funnel (TOFU) activity only.

The same people who’ll passively watch a video aren’t necessarily the same people who’ll click for more info or buy something straight away, but this makes it an excellent way to cheaply get people to find out more about your product or service – and quite cheaply too!

This is especially true when you use placements where video consumption is standard, like Facebook Video Feed, Facebook, Instagram & Messenger Stories (providing you have vertical creative) and Audience Network Rewarded video.

Try using the Video Views ad objective to a cold audience and then re-targeting to people who’ve watched 75% or 95% of the video.

I’d suggest also looking at your view-through rates by exporting your ad metrics to see where you might be able to make content production optimisations.

Lead Generation

Lead Generation is one of those ad objectives that only works under certain circumstances, but when it does it works well.

Lead Gen is best for services or high price items like houses/property as people can’t buy them online, but will submit their details for a call (or email) back with more information.

The leads are gathered on Facebook and closed offline.

They work similarly to a contact form on your website but are optimised for people who are likely to complete and submit them.

There’s a couple of things you need to know about Lead Gen ads:

      • You need a privacy policy on your website that you can link to your ads
      • You need to create a form
      • The submitted leads need to be downloaded daily or you’ll need an integration to get them sent to you in real time (like Zapier)

To run a successful Lead Gen campaign you need to have someone committed to contacting the leads in a reasonable amount of time that can answer their questions and close the sale.

Not all businesses are capable of doing this at any kind of scale so this objective might not be at all suitable for your business.


The last of the Ad Objectives in the consideration category is Messages.

Some businesses rely heavily on Messenger!

Sometimes it makes no sense at all, because all the information is provided elsewhere, but people are drawn to message the brand – and since this is the way they prefer to interact with these brands you may as well lean in.

Of course, a lot of the heavy lifting of these campaigns can be done by a chatbot, which can be put together pretty easily on a platform like MobileMonkey.

With the Messages objective you can decide between Messenger or WhatsApp as a message service and optimise for Replies or Leads.

There’s no real info about how Facebook determines if someone  is merely replying or if they are a genuine lead so I’d recommend split testing these if you’re using them in a campaign.

You can build out some automation and there’s also templates you can customise (a little) so you can add images and video to your responses.

Some audiences prefer Messenger to the phone, some couldn’t think of anything worse than messaging a business – know your audience enough to determine if this objective will work for you.

From these consideration category Ad Objectives, I most often use Video Views (but more as TOFU) , Traffic and Engagement for my campaigns and the others less often or not at all.


I’m going to outline the Ad Objectives around Conversions – but this assumes you have your Pixel setup correctly and enough data to allow Facebook to make it work.

People try Conversion campaigns and they don’t work because they aren’t set up properly, or simply haven’t collected enough data points to serve the ad to the right people.

People also don’t tend to give them enough budget and enough time to do their thing. There’s SO MUCH DATA, it takes a while for Facebook to find you what you’re looking for.

Then you need enough of the conversion to be sustainable. Once you get that then you can think about bringing down the cost per conversion, or giving the campaign more budget.

Another thing that makes conversion ads fail – bad creative. It’s worth split testing and finding some winning creative in your consideration phase before slapping up any old thing on a Conversion campaign.

In the Conversion Ad Objectives, you can choose from Conversions, Catalogue Sales and Store Traffic.


Choose the conversions point you want to achieve and Facebook will serve the ad the those most likely to perform that conversion.

You can go straight for purchases, or you can use a conversion point earlier in the sales process like an Add To Cart or Initiate Checkout to build up data.

Having said that, not everyone who’ll add to a cart will checkout…ever.

Initiate checkout is good if you have an automated abandoned cart email and you don’t have enough pixel fires to go for Purchase conversions off the bat.

This is the most common and customisable conversion type so I’ll only briefly touch on the other two ad objectives in this category.

Catalogue Sales

This is one of the ad objectives you’d consider if you have an ecommerce site. it’s not suitable for service businesses.

You need to have your Catalogue set up in your Ads Manager to be able to run this ad objective. This ad objective works dynamically.

There’s further reading on this objective here.

Store Conversions

If you have physical locations you might consider this ads objective. It takes a bit of setting up, so you’ll need to have locations enabled and an Offline Events Set to run this type of campaign.

You can read more about this ad type here.

In Summary

So folks, that’s a bit of info for you about the different types of Ad Objectives available to you when you use Facebook Advertising.

Remember it’s important to tell Facebook what you’re actually looking for so it can help you achieve the results you need.

If you want sales or leads, you’re really best off selecting the corresponding Ad Objectives (Conversions and Lead Generation) so Facebook knows what to look for in the interests and behaviours of the people the ad is being served to.

I hope this helps you to set up more effective Facebook Ad campaigns!

Let me know if you found this useful and tell me what ad objectives you use and why in the comments.

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