What To Expect From Facebook Advertising

0:00hi guys it's ben heath from lead guru and in this video i'm going to talk about what you should expect from facebook advertising what results are realistic what results are very good um whether you're just getting started with facebook advertising you've got more experience with the platform what can you actually expect you'll see all sorts of things online that are that are full of false promises false claims and things like that and i think it's very important to clear that up because if you don't have a realistic expectation of what's possible that affects your psychology as a facebook advertiser it affects how you uh treat the platform what you do on it

0:34very very important topic that's what i'm going to be covering here before i'm going to touch on a very quickly ask you to smash that like button and of course subscribe to my channel if you haven't done so already okay so i've got a screenshot in front of me and this is probably a good example of something i wanted to show you something that i've i've put out there so this screenshot is from our proposal document it's of a client's ad account and you can see that the results here are absolutely phenomenal right so we generate we you can see from the data we generated 511 almost 512 000

1:03pounds from 26 000 pounds um ad spend producing a return on ad spend of 19.31 so for every pound we're spending on facebook ads we're generating almost 20 pounds 19 31 in revenue absolutely phenomenal results who wouldn't want a campaign to run like that put a pound in generate almost 20 pound bag or put a dollar in general 20 back isn't that just unbelievably cool and it is and this is fantastic work and i'm very proud that we were able to do this but this is by no means representative of what you can expect this is part of our sales material pitching our services as a professional highly experienced

1:44facebook ads agency that spent tens of millions of of dollars on the platform um if you're getting started and you're a beginner platform you should to be honest actually i was going to say you should not expect these results you should not expect these results full stop these are these results are very very good for us as a professional high quality agency with lots of experience now if you're getting started with with facebook advertising or always been advertising a while you've got to go through the things the factors that are going to impact what results are realistic over the next say three months okay firstly are you an unknown brand okay if you're

2:22just getting started facebook advertising good chance that you haven't got much of a presence within your industry does that mean that your results are going to be worse absolutely known brands companies that people know like and trust and they're gonna be big companies they could be small but just known within their within their specific industry we absolutely see better results with those companies because people are more likely to buy they take less convincing okay so if you're a brand new brand an unknown brand that will count against you and your results early on won't be anywhere near as good as they will be in three to five years time when you've

2:54built that brand in that space okay that's the first thing second thing is your skill as a facebook advertiser or your team skill as a facebook advertiser so facebook advertising like anything else is a skill that you develop that you learn that you can experience with and don't expect great results from a complete beginner you know you wouldn't go play golf with someone who's never played golf before and expect them to hit it out the park you know or down the drive or whatever um you know if someone's never driven a car before get someone in in a car see them drive yeah they might be able to do it

3:29like someone might be able to put a campaign together but are they going to be able to deliver fantastic results are they going to be able to drive really well in that analogy almost certainly not um unless you know you just get the absolute sort of most naturally talented person in that space ever which again is incredibly unlikely it's it's it's not going to happen so those are two uh major factors the third factor is even if you are experienced facebook advertiser or you do have you are working with experienced facebook advertisers and working out what works for your specific product or service your offer your industries

4:06that is a whole thing in of itself that takes time so when we start working with a new client we know that our results six months down the road are almost certainly going to be significantly better than they are when we first start working with them because there's all the things we need to know and work out within their industry okay and and there are rarely you know my agency is not specialized in any particular niche like a lot of agencies we work our facebook instagram advertising services are for all sorts of different businesses non-profits et cetera within you know the want to advertise on facebook instagram and we know that

4:41there are rarely best practices that work for everyone and i teach that in my content you need different things for different types of businesses so some businesses work really well with static images either need like animated creative others need slideshows some work on certain placement options some work with different um you know conversion objectives different different uh campaign objectives even that that's where but there are all sorts of things you need to work out for specific businesses that takes time that takes testing and that's part of the reason why at the beginning you should not expect fantastic results okay so what should you expect i think if in

5:17the first three to six months of running facebook ad campaigns or new campaigns if you can be breakeven you've done well a break even you're acquiring customers without losing out and i think you're gaining uh you're building your brand in your industry you're gaining experience you're developing skills and that can work out massively over the long run i just see so many people leaving comments on my youtube videos in my facebook group all that sort of stuff saying i launched a campaign i've been running it for three days uh it's not working what should i do and that's that is exactly the equivalent of someone saying

5:53um i had one driving lesson i tried to take my driving test i failed why did that happen you go you're you you haven't got the skills yet you haven't got the experience yet you've got to keep going you've got to keep going which is why i think breakeven is a good place you're not going in the hall you're not losing money by doing it um but you can gain that experience and and if you the reason why i wanted to create this video is because if you approach the platform with that frame of mind completely changes how you do things you're in learning testing mode at the beginning

6:22um which can last for months um you're also building a brand such an important thing if you can break even over those first six months and acquire who knows 100 customers thousand customers ten thousand customers um that really helps build your brand you get your product you in front of that many people you get that many people using your service you can tell other people about it etc etc that's absolutely key and i think where the reason why psychology the psychology of facebook advertising is so bad and why people just have completely unrealistic expectations of what to expect is in part because of what they're told

6:55from from you know various experts sort of overreacted which i try to be as honest as i possibly can say these results here are not representative but i think it's also because it's new like everyone or most people know at this point that if you're a complete beginner you should probably be wary of investing in like shares and stocks and things like that you should consult a professional all these things are out there right with facebook advertising it's new so that's less understood but the same thing applies you can very easily waste money here if you don't know what you're doing so you can either work with a professional you can start

7:28small and learn and test slowly and scale and things like that so i think the psychology has to catch up with online advertising and people people tend to fall into one of two camps when i talk about facebook advertising people that aren't involved in the industry they either think it's the best thing since sliced bread and as soon as you start running campaigns you just instantly get massive results or they think it's a complete waste of time and of course the truth is that it's very much in the middle it's not a waste of time at all it can be a fantastic advertising platform it's built

7:58so many uh massive brands but it's not just super easy and you can just throw some money in and it's gonna work overnight and i think the psychology aspect is the single most important determining factor of how success or what how likely you are to succeed over an extended time period so over a short time period there were all sorts of things that could get in the way you can get lucky or unlucky et cetera that could mean you're either successful or not but if i was to have a conversation with you in five years time having watched this video the single most important determining factor is your psychology as a facebook

8:31advertiser as to whether facebook ads will work for you over that period because over five years you reduce you know you eliminate all those lucky and unlucky streaks and and little things like that and you optimize things and you learn and you grow and you improve the offer and you do all sorts of things if you're approaching the right way you are so more likely to be better off in five years time as opposed to um basically focusing on short-termism worrying when things drop off in the short term which happens inevitably and all that sort of stuff and i want to sort of explain part of the reason

9:06why facebook ads is not this just absolute goldmine that anyone can succeed at immediately and that's very naturally because of the competitive dynamics of the platform so all new advertising platforms are not all but some new advertising platforms things like facebook when they are first sort of starting to get popular when the platform is developed enough to be to work but there's not that many advertisers on there that's often when results can be fantastic and very easy to achieve so google ads went through this in the early 2000s um facebook ads probably went through this about a decade ago um where the cost of advertising was very

9:48cheap because there wasn't many advertisers but of course people get great results they create videos about it they tell people they know other people flood to the platform and they start advertising as well and that competition increases the price increase the price increase more competition higher price more competition high price because facebook ads operates like an auction you have to bid to put your ads in front of people over someone else now i think facebook's reached a nice equilibrium where the level of competition is not just skyrocketing um but we've need to like nice equilibrium where the cost of facebook ads is such that quality advertisers will succeed and

10:25advertisers that aren't great won't when the platform's too cheap anyone can make it work and that's not really good for the longevity of the platform because you know all sorts of sort of scam businesses and nonsense is advertising it just doesn't it's not a good look but when you reach that equilibrium it's your skill as a facebook advertiser it's what you can affect that makes the difference and that's the dynamics that mean that facebook ads is likely to stay at a certain price of course there are external factors that could could affect that but likely to stay in a a certain price and um and yeah so i think in terms of going

11:00forward what we're likely to see i think we're likely to see facebook ads remain at a price where high quality facebook advertisers succeed low quality facebook advertisers do not it will naturally form a line in there and that might as facebook ads so for example as facebook advertising the platform develops maybe that that number increases so you can afford to pay more cpms because the platform's just better perhaps it decreases because of ios 14 and other changes we don't know but it will always be at that sort of line um hopefully that that sort of makes sense from the the competition dynamic side of things okay so hopefully that's given you an

11:39idea of what's realistic if you are break even on your campaigns and you are less than a year into running facebook ads you aren't doing well if you're making adjustments to hope that they're going to improve things give it a three month time frame do not i don't mean don't touch your campaigns for three months but just assess like right we're gonna go in this new direction with this new offer we're gonna test load new campaigns do it over a three month time period okay get away from all the short-term thinking that is just the death of of any digital marketing campaign of any marketing campaign of any business really

12:10is that all that short-term thinking that is very natural amongst people but very unproductive okay hopefully that's been useful before you go um i just want to quickly mention our facebook advertising services so i talked about it in this video but if you are interested in having my agency run facebook and instagram ad campaigns for you and we can certainly do that it's the main service that we offer there'll be a link in the video description below where you can book a free call with one of my team members we do require that all companies that work with us have at least a 3k monthly budget so if you don't have that

12:38budget then we won't be able to work with you um at this point but if you do book that call we can explain how we work how we might be able to improve things all that sort of stuff and we can potentially see if we'd like to uh to work together going forward um so hopefully we'll uh see a bunch of you booking calls either way please thumbs up the video please uh subscribe to my channel if you haven't already and of course comment below comment below to let me know if this is useful comment below if you've got questions all that sort of stuff and i will talk to you soon bye for now

13:08guys