# Debunking The WORST Facebook Ads Myths!

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=Ac2P05H-TRI
Duration: 27 min
Language: English
Words: 5921
Transcript page: https://viewrankai.com/tools/youtube-transcript/Ac2P05H-TRI

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[0:00] I've spent more than $100 million on Facebook ads over the past 11 years I've built a very successful marketing agency in this space and I've probably spoken to more Facebook advertisers than just about anyone on the planet at this point and I still get so frustrated by how many Facebook ad Miss there are out there and how many Facebook advertisers believe these myths and ruin their chances of achieving incredible results because of them so in this video I'm going to banish these Facebook ad myths and make sure they don't hurt your campaigns this video is sponsored by HubSpot more about them later Facebook ads myth number one targeting is the

[0:31] most important thing to get right with your Facebook ads I think there is a sense amongst a lot of Facebook advertisers that if they just get their ads in front of the right people they're guaranteed to get lots of sales lots of leads and if their campaigns aren't working it's because they're just not finding the right people they haven't got the right targeting inputs meta hasn't worked it out that's very unlikely to be true especially nowadays it was unlikely to be true a number of years ago and it's even less likely to be true now because meta really is very good now at finding the best people to

[1:00] put your product your service your ads in front of to get the action that you've told mattera that you want whether that's a lead sale or something else right so if your ad campaign isn't performing unless you've made a big targeting mistake it's unlikely to be targeting and there are far more important things that you want to be focusing on so as long as your targeting isn't set up to be targeting far too small an audience and be too restrictive you're using a more open option whether that's Advantage Plus audience or one of the tailored campaigns like Advantage Plus shopping campaign campaigns uh where it's open targeting and meta just

[1:32] works it out for you as long as you're doing that or something along those lines not being overly restrictive you want to be putting much more time and attention into your offer what are you actually offering your prospects how can you offer something better than what your competition are offering whether that's a better product a better service and a superior price point a better deal better customer service better terms um you have brand value associated with your offer that your competitors don't have like how can you make your offer better than what your competitors are offering and then your ad creative the quality of your ad creative is so

[2:05] important to the success of your Facebook ads much more so than targeting nowadays and I see I still see advertisers putting more time effort into their targeting testing tweaking than they do into their creative um and that's just crazy not something you want to do number two testing is the only way to learn now testing is really valuable all Facebook advertisers Instagram advertisers should be testing but is not the only way to learn at all and it's not the fastest way to learn and there's something that I've talked about many times before that all Facebook and Instagram ad advertisers should be doing but not all actually do and that's

[2:42] modeling from other successful meta ads ads that have gone out into the marketplace that are tried and tested that have performed well and that you can save yourself so much time and effort on the testing side of things by instead of trying to work it out from scratch you're going okay let's use this as the base point to model from um these ads are working really well how can I replicate something similar to this for my business now to help you do that HubSpot who I'm partnering with on this video have created a fantastic free resource that contains 50 examples of high performing Facebook ads that you

[3:16] can model from there is a link in the video description below where you can download these Facebook ad examples they've included ads from Nike Hulu VMO and so much more my favorite part is that it's sorted by industry to make it really easy to find exactly what you're looking for using this free resource to find High performing Facebook ads to model from is one of the absolute best ways to create Facebook ads that can deliver outstanding results you don't need to try and reinvent the wheel especially when you're first learning I'd strongly recommend you check it out and use it to level up your Facebook ad

[3:42] creative check it out using the link in the description below and thanks to HubSpot for sponsoring today's video Facebook ads myth number three Facebook ads only work if you have a large budget this is one I hear all the time and it is absolutely not true you can get great results with Facebook ads with small budgets in fact I created a whole video on how you want to adjust things if you AR operating with a small budget I'll include a link to that um in the video description so you can check that out if you're interested and I actually recommend that most businesses start small work things out go through that

[4:11] testing phase potentially launch those first few campaigns that might not deliver great results and realize okay this doesn't work we need to make adjustments so start with a small budget what small is for your business going to vary does your business do 100 million a year in turnover or does it do five grand a year and it's just started right then Therefore your corresponding budget is going to be very very different what small small for you will vary but start small work it out and then look to scale once you know your campaigns are delivering good results and once you know um that they are profitable in fact

[4:39] what we typically see with Facebook ad campaigns is that the best return on ad spend numbers will come from a smaller budget and that's because let's say you're spending enough to put your ads in front of a th000 people a day well meta is going to work out the best possible thousand people a day to put your ads in front of this links back to the the targeting point if you increase your budget 10x and you say I want my ads to be put in front of 10,000 people a day well you're already going to get the best thousand and then you're going to get the next best thousand and

[5:05] they're pretty good they're really interested in what you have to offer but not quite as good as that first, and so on and so on and so on the more money you spend sort of your ads end up being put in front of people that are slightly less hyper responsive as I I refer to slightly less into what it is that you're offering slightly less likely um to convert so just throughout that myth that oh okay I'm getting a 4X r i if I just 10x my budget I would be getting a ATX Ros almost never works that way with that said campaigns with larger budgets

[5:36] overall probably do produce better results but it's not because of the budget I think people often see this and they think it's successful because of the bigger budget that's not true the reason why that happens is because campaigns run with larger budgets are usually run for large companies and large companies have more brand value more brand recognition they often have Superior products and services better price points that's how they became large compan compan in the first place not always granted there are anomalies but most of the time they have Superior offers otherwise they wouldn't have become a large company in the first place and they wouldn't sustain their

[6:08] position as a large company if their offers um weren't very good so it's sort of a correlation not causation type thing going on there you do have to be aware that if you're starting small the potential upside is limited when it comes to a small budget so let's say you're spending $10 a day and you get a 10x return on adspend which would be a fantastic result for most businesses well that's still only $100 a day of revenue generated from your Facebook ad campaign like no matter how well your campaign does if you're only spending a small amount the revenue generated sales generated leads generated can only be a

[6:42] certain size and to get more to generate more sales to get more leads you're going to have to scale myth number four you can't sell directly using Facebook ads this is absolute nonsense I think this was probably always nonsense and it's more nonsense now than it ever has been you can absolutely directly sell products and services with meta ads we do it all the time for our clients now there is a little bit of nuance here you can't sell every single product and service directly some things you are going to need a slightly more complex sales funnel in place you're going to need to warm audiences up more and

[7:17] typically this Falls along value lines right what are you selling and what's the price point is it a $50,000 service okay you're probably going to have to warm people up to purchase that or is it a $50 e-commerce product in which case you can absolutely go and and sell that directly um and there's obviously you know varying degrees in between that but I think most people have the default of you can't sell directly or you can only sell C specific things directly I would say that most of the campaigns that we're running for our clients are direct to offer strategies they're directly selling the product or service they have

[7:50] one step in the sales funnel directly from ads to sales page to landing page to get them to come a lead to get them to to purchase as opposed to having uh multiple steps in there and if your product or service in particular cost less than say $100 then the direct office strategy is probably the only way you can go because obviously if you put multiple layers into the strategy you put multiple um campaigns multiple steps you've got to pay for each one of those and if you're not then going to make tons of money from the customer when they become a customer the economics just doesn't really work out on that

[8:20] like it's just it doesn't really make sense to have those extra steps um so if your if your aov your average order value is low is beneath $100 almost certainly have to go direct what a lot of people experience a lot of advertised experience is they'll run an ad campaign it won't work and they will blame just like I talked about targeting another one could be oh yeah well I'm just I'm directly selling here aren't I I'm going the direct off strategy I've just got a sales campaign lead campaign to a cold audience is never going to work and they assume that's the problem and that's

[8:50] unlikely to be the case it's much more likely to be you don't have enough brand value um your offer is not good enough your creative is not good enough that's a huge one um you could maybe improve your your headlines and your copy as well um those are the reasons why um it's not I need a more complex sales funnel I need to put in extra steps the vast majority of the time Facebook ads myth number five Facebook ads only work for cheap items now this is not true at all and this is one of the myths that probably annoys me more than any other I

[9:19] think because as users of Facebook and Instagram we see a lot of ads for relatively low value things um we just assume that that's what the platform is designed for actually if you pay attention to your ads you will now see a lot of ads for higher value things as well um but people sort of have this assumption and it is completely false Facebook and Instagram ads can work well for lower value items but it absolutely can work well for higher value Services products uh as well let me give you an example to sort of demonstrate this right so the businesses with the highest customer ltvs nearly always get the

[9:52] highest return ad spend numbers the the better results as that would normally be measured right return ADP would normally be how you'd measure uh Facebook and Instagram advertising results so let's say you're advertising low value items and your customer lifetime value is $40 that's what you generate from each customer now let's say you do really quite a good job with your advertising and you get a cost per purchase of $10 that would be quite low nowadays right well that's a 4X return on ad spend which is all right now let's take another business let's say you're selling a $10,000 service so your lifetime customer value is

[10:24] $10,000 okay how easy would it be for you to beat a 4X or return on ad spend well to achieve a 4X return on ad spend you would be able to pay $25,000 per new customer let's take an example of your generating leads for $50 each and you convert one in eight leads well you're now generating a customer for $400 um leads are $50 each times 8 $400 but they're worth $10,000 to your business so you're getting a 25x return on ad spend so the business is wherever you see crazy numbers like a business got 70 EXT return on ad spend 100 EXT turn that spend and we have examples um

[11:01] like this they are nearly always the businesses with really high Customer ltvs because it's just not possible to do that if you're only focused on uh on low value items now I think one of the reasons why this comes about this this myth sort of sticks around is because people go on to Facebook and Instagram they try and run ads for their business that is high ticket that advertises something more expensive and they try and sell it directly and it doesn't work and they therefore assume the platform doesn't work and what they've just done is not used the right strategy for that now this point is linked to the previous

[11:35] point because the previous point I talked about you can absolutely sell a lot of things direct to offer um with one step sales funel if you are selling something over $5,000 pretty unlikely that that's going to work you are going to need to warm people up you are going to need to put ads in front of people multiple times you're going to need to show them customer testimonials demonstrate how your product service Etc Works um have multiple call to actions stick around in their lives long enough so that when they're ready you're there um for them so you do have to pay to put ads in

[12:03] front of people again and again and again but you can afford to do it because the customers are worth that much more so that's a a strategy era that leads people to continue believing this myth my favorite strategy for business in that situation is my omnipresent content strategy I'll include a link um in the video description below um where you can go ahead and check out video it shows you exactly how to implement that because that is the best way to do this and absolutely can make it work really well for businesses like this come a sec take a look at this so this is in my MIP

[12:31] program right and the results on winds Channel and Tara said this in two 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 to me so far which is that's just incredible that's awesome so Zoe up here she joined the man 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

[13:02] button beneath this video that'll go through to a page on our website you could 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 have done just here myth number six you can only scale Facebook ad campaigns 10% at a time there's been this feeling for many many years that if you scale by a larger increment than 10% at any one time your whole campaign is going to die it's not going to produce any results your cosper purchase cosper lead will go through the roof and you'll

[13:33] never be able to recover it and and get it back and the reason why people feel like that is because they felt that if you increase your budget by more than 10% that that campaign would therefore reenter the learning phase and the learning phase is the most terrifying thing that's ever been not true at all uh but that's what people think and therefore you want to avoid it at all costs um that is no longer true and again less true now than it used to be So Meta last year released a tool and it's only available in a select few ad accounts that shows you how much you can

[14:02] scale your campaigns by uh without re-entering the learning phase and whilst not all ad accounts have this it was really interesting in terms of what it showed us in terms of how much you could increase a campaign budget by without re-entering um The Learning phase and we were seeing 70% 80% 120% increases in budget without reentering the learning phase much much bigger than a 10 or some people talk about 20% increase uh but 10% would be would be most common as the limit so I really think that we need to not worry about this particularly at lower budget levels so if you're spending $10 a day going

[14:39] from $10 a day to $20 a day absolutely fine if you're spending $10,000 a day do you want to go to $220,000 a day in one go probably not that's probably too large a jump so instead of having like a set percentage I like to have what feel like reasonable increments as you go through where you can increase your budget by a larger percentage when it's a smaller budget and byy a smaller percentage as it gets larger you got to think of what you're asking meta to do right if you're going from 10,000 a day to 20,000 a day meta now needs to find an enormous amount of extra people to

[15:09] advertise to going from $10 a day $20 a day not really okay so you can absolutely scale in larger increments that doesn't mean you should be irresponsible with your scaling scale too quickly scale into large increments you can still do that but just throughout this sort of 10% limit and this is particularly important for businesses where things are working well and they're time sensitive so let's say you've got a a Black Friday sale on or any sort of sale right and you've only got a few days or you've got an event coming up and you've only got a few days things are working well and you're like

[15:39] I want to scale but I can only go up by 10% I've had conversations with advertisers that have said this it's like no no no throw that out especially if you want to take advantage of something that is time sensitive by all means go for it and uh and increase the budget more and if you do increase the budget too much and you run to the learning phase it is not the end of the world and that leads me on to myth number seven which is to avoid void the learning phase at all costs obviously linked to to the previous one but a lot of advertisers are so reluctant to make

[16:06] any changes to their ad campaigns to their ads because they are terrified in the learning phase if I enter the learning phase everything is going to go wrong that's not the way to think about the learning phase at all the learning phase is there to help you as a Facebook Advertiser just to briefly explain what it is the learning phase happens when you first launch an adset or when you make an edit to an adset or the ads within it or you can change campaign settings it also trigger it as well um basically what that what's happening there is meta is going okay you've given us these inputs now we're going to take

[16:38] a little bit of time to work out how best to use these inputs in order to get you the best results according to your campaign objective and your performance goal so you've introduced a new ad right great we're going to work out who to put this in front of uh what age they should be to get the best results what time of day we should put an ad in front of them what they should be interested in where they should live all these data points that is all being worked out it's all automated it's all done um through meta machine learning processes um and AI to

[17:06] to implement this sort of stuff and it absolutely helps us Facebook and Instagram advertisers get better results and whilst that is happening whilst this testing processes is going on you can see greater fluctuations in results so you might see your results be really good and then drop off but it normally doesn't last long at all learning phases are typically done 24 48 hours so we're not talking about an extended time period and the testing that goes on in that time in in those 2448 hourss sometimes significantly less sometimes a bit more um that helps your campaign for however long you then go ahead and and run it for and meta have labeled the

[17:47] learning phase learning alongside new adset because they want to sort of prepare advertisers that you may experience some volatility and results whilst it's going on but learning does not stop at the end of The Learning phase it's not like right it's now learned and the campaign's going to run meta continues to learn the campaigns continue to optimize and uh and improve and perform better and you see if you leave a campaign running for a long time provided it can actually produce results it is likely to improve in performance um over time we've had many campaigns that sort of not necessarily been paying that much attention to you come back in

[18:17] and you go oh amazing this is performing better than when we last looked into it might be something ticking over with a small budget or something along those lines these things um do happen and and trying to avoid the learning phase does much more damage than actually going into it because okay what's going to send you back into learning phase making changes to the ad set or ads that may well be necessary particularly if you think you've made a mistake or you need to update something um when you introduce a new ads into the ad set which you are going to have to do at some point anyway to avoid ad fatigue um

[18:50] that's going to send you back into learning phase so just don't worry about going back into it um it's absolutely fine there is obviously a limit you don't want to be making a change every two days and therefore you're constantly in the learning phase but just be aware that there's a middle ground here of like yeah I'm going to make some changes yes I'm going to introduce some new ads yes I'm going to change things up that will put me back into the learning phase I'm not concerned about that I know that the net benefit of testing new ads introducing new ads is more than um than

[19:18] the the negatives associated with with going back into learning phase I just think there's far too much fear around this thing that is actually designed to help us and does help us get better results Facebook ads myth number eight there is no point in retargeting with Facebook ads anymore now it is true that a lot of retargeting is handled for us automatically now uh by the platform so if you're using an Advantage Plus shopping campaign or say a tailored um leads campaign then meta is going to work out the retargeting for you they're going to put ads in in front of your War aanes they're going to find them they're

[19:50] going to retarget them and a lot of that is is dealt with automatically but that does not mean there is no place for retargeting whatsoever in any circumstance um I think that is silly and that's not nuanced enough as as a strategy so if you want to change for example the creative that you're using the offer or the language the copy for your warm audiences versus your cold audiences which many many businesses do then you need to have separate retargeting campaigns with which to do that so for example when we're running ads for our services often we're going to be um tailoring the content of the

[20:27] creative and the ad copy to people that we know already follow me already consume my content have already seen the number of ads basically their warm audiences because we can say things that are different you may have seen ads of mine pop up where I'm sort of somewhat jokingly having a go at people in the audience saying like why haven't you given your Facebook ad campaigns to us to manage for you now we can't do that to cold audiences because they' be like who on Earth is this person but we can say things like that to warm audiences like why haven't you given us your ad

[20:54] campaigns to manage we'll get better results than we you will we'll take it off your hands we we can say things like that to warm audiences in a way that we can't say to cold audiences so we need separate retargeting um for that and there are other cases you know the if you want to run specific sales to warm audiences um there might be times where you want to re-engage a warm audience to get them to ascend in a way that you wouldn't want to put those ads in cold audiences because they haven't bought the initial thing so why would you be trying to ascend them to the you know

[21:22] the high ticket thing lots of scenarios where businesses do that and lot of scenarios where scenarios where businesses should do that even if even if they aren't doing it they benefit from it so don't completely throw out retargeting uh we still do it quite a lot I think there's definitely still a place for it number nine Facebook and Instagram followers don't matter I think this is a myth and I understand why people say it because I think it's partially true but I need to explain again there's Nuance here generating lots of Facebook followers lots of Instagram followers with the idea of then reaching those people organically

[21:56] in other words for free by posting cont content and get to convert Works a little bit but we all know that organic reach is is limited particularly on Facebook more so more so than Instagram so in terms of that being a strategy like I'm going to run ads to get lots of followers on both platforms and I'm then not going to have to run ads again I'm just going to um generate those conversions organically that doesn't work out for most businesses you'd be better off directly advertising your products and services sort of getting followers as a byproduct but actually getting the sale the lead whatever it is

[22:27] that you want and um and then sort of growing that way but I do think that having a certain number of followers on both platforms if you're going to advertise on both platforms is really important for credibility now this matters in some Industries more than others but would you want to purchase a an involved thing a product service that really matters to you matters to success of your business if you come through to their account you see they've got 43 followers and haven't posted in two months like is that a good look I think that's going to really hurt certain businesses and I I've spoken to business

[22:57] before where their ads look great and we're sort of working out okay this you know we should be generating leads for this service here I think this should work really well the offer is great and you look and their accounts just look dead and you're like people will be checking these things out before they make a decision speically because this is cold audiences they don't know who you are no one wants to take the risk that they're going to work with a company they're going to purchase a product that might be rubbish we we're all as consumers um we're all trying to sort of mitigate that risk and one of

[23:26] the ways we do that is how legit timate do they look like I said this matters in some Industries more than others it depends on the value of what you're selling but really is something to think about so for a lot of beginners I've advertised just spend a little bit of money run quick campaigns to get some Facebook followers to get some Instagram followers and and just to really establish some credibility when people come and do a b due diligence into uh your business and your accounts they're right there they can click from the ad they can click onto your um your Facebook page your Instagram profile and

[23:56] check this sort of stuff out so I actually have videos on both in case you want to know how to run campaigns to get followers on either I'll include those in the video description Facebook ads myth number 10 you can't run sales or lead campaigns with a new ad account you have to run something else like traffic if there's one myth I could just banish forever it might be this one absolute nonsense now the reason why people think this is because they'll Crea a new metad account they will run a sales campaign to generate sales run a leads campaign generate leads conversion campaigns to to actually get what it is that they

[24:29] want and it won't work very well they'll go oh yeah okay it's because I had the wrong campaign objective and they may have heard someone say some nonsense like um meta doesn't know what a conversion looks like with a new ad account therefore they can't get you conversions to start with like your ad accounts not be very good at generating conversions now that part there is true new meta ad accounts are not as good at generating conversions as more experienced meta ad accounts with more data because if meta's got more data they can use that to optimize the campaigns and get you better results that is true but going from there to the

[25:04] conclusion that you should therefore run say a traffic campaign that makes no sense that would be like saying I've Got a Friend they've never run before they've just signed up to a marathon need to get better at running I know what we should do we should get them to train in the swimming pool why if they're not very good at running they're just going to have to run be not very good at it until they do more of it and they adjust and they get fitter and maybe they lose weight and then they get better at running swimming is going to provide far less benefit to

[25:37] their goal of running a marathon than just running even though they're not going to be very good at it at the beginning and it's the exact same here running a traffic campaign will get you less conversions than running a conversions campaign with or sales or leads campaign with a new ad account yes it's not going to be very good at the beginning just like your friend that's never run before it's going to be painful but the best way to get better results from an ad account is to generate conversions how do you generate conversions you run conversion based ad campaigns you get more conversions the campaign the ad account learns you get

[26:08] better results over time so um I've used that analogy before hopefully that helps explain what's going on it's like people have correctly identified a problem and then come up with a solution that just makes no sense whatsoever um so yeah so go for what you really want meta smart enough to work it out if you want leads go for leads if you want sales go for sales myth number 11 videos always produce better results than images or other AD formats this is not true I love video ads we use the video ad format all the time but the idea that it is now always the best result is absolutely not

[26:42] true we can see that with our own data and I actually made a video recently which you can check out here that um gathers information from thousands of Facebook advertisers on what their best performing Facebook ad format is and it's really really interesting if you haven't already I'd strongly recommend you go ahead and give it a watch it'll just to spell this myth that videos always the best format and also give you some ideas around what formats you should be using depending on what business you have and how you should be thinking about and testing this so if you haven't already go ahead and check it out

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