Mistakes that hurt 85% of Facebook Advertisers

0:00most Facebook advertisers are really messing things up they focus on the wrong things and that kills the Facebook ad results I think because a Facebook ad account and ads manager is quite complicated there's all sorts of functionality in there and meta has been adding to that over the years which is great for advanced advertisers because it means we can do more things and we have more control more flexibility Etc but I think it does make it very confusing for not just beginner Facebook advertisers but intermediate even some Advanced Facebook advertisers and people get lost in all the various options I could run this type of campaign I could

0:31use this setting I could I could do this and what ends up happening because of that is that Facebook advertisers put their time and effort into things that either don't matter at all or they only move the needle a tiny bit and that really hurts their chances of success with Facebook advertising we all only have so many resources to put into our Facebook and Instagram ad accounts we all only have so much time so much money so you want to make sure that you are working on the things that really matter that really move the needle and that's what I'm going to cover in this video

0:58I'm going to give you five the the most important five things when it comes to Facebook and Instagram advertising that you need to focus on that you need to get right if you want to see great results so let's get started with the performance goal now Facebook avatars for years have really focused on the campaign objective and how important that is and I get questions about the campaign objective all the time but the campaign objective is only important in that it Narrows down the options that you see when it comes to the performance goal the performance goal is what is where you're able to tell meta what it

1:28is that you want the campaign to optimize for what it is that you want the campaign to try and get you what do you want it's not that simple what do you want and depending on your campaign objective you'll see different options for performance goal so for example if you have if you use the leads campaign objective you'll see a number of options in the performance goal one of which will be get as many conversions as many leads as possible uh which is what I'd recommend you use in that scenario but you could also change that to something like generate as many link clicks as possible or get as many landing page

1:56views as possible now if you go for example with generate as many link clicks as possible possible that campaign will operate exactly the same as a traffic campaign that has the same performance goal which is get as many link clicks as possible so the campaign objective in that scenario one's leads but optimizing for link clicks one's traffic but optimizing for link clicks they're going to be optimized and run in the exact same way you're not going to get any benefit from using a leads campaign and that's why the performance goal is now much more important if you are you're losing a leads campaign you want to optimize for leads and get as

2:26many leads as possible if you're using a sales campaign you want to get as many purchases possible or the highest return on ad spend depending on how your ad account is set up and whether you're able to to track and optimize for that now the way a Facebook ad account is optimized the thing that you tell meta you want the performance goal that might sound like a bit of a trivial thing but it is absolutely not it is so important that you get this right meta is really good at finding people that are likely to take the action that you tell meta that you want so if you say you want

2:54link clicks you will get a ton of Link clicks probably relatively inexpensively but are those people actually going going to go on and convert are they going to become a lead are they going to go ahead and purchase probably not whereas if you tell meta look I want leads I want sales meta is going to do their best to try and get you that and the differences are massive more than 100% Improvement in results typically when you go with say a leads campaign optimizing for leads versus a traffic campaign or a leads campaign optimizing for link clicks when you're measuring cost per lead or the number of leads

3:22generated assuming the same budget so absolutely you need to get this right you need to get the performance go right and my simple advice here is that you go with the option that best describes what you really want with your business do you want leads do you want sales do you want app inst stalls maybe you do just want to reach people you're using an omnipresent content strategy for example you just want to reach as many people as possible in which case absolutely fine to go with the awareness objective and then select um reach optimize for as much reach as possible as your performance goal but just make sure you

3:50really think about that what is my end objective here what do I really want from a Facebook ad campaign that's what you need to select as your performance goal and if you've got this wrong if you're watching this video thinking oh I don't I've got my performance go set up right if you change it that's likely to make a huge difference to your results okay so the second thing that I want to discuss is very much tied into the first thing that's really important for your Facebook and Instagram ad results and that's your ability to track the actions that people take track the actions people take after they click on your

4:15hands do they go through and purchase do they go through and become a lead where what pages they look at all that sort of stuff now for the performance goal to mattera let's say you want to optimize for leads you want to optimize for sales mattera needs to be able to know accurately what a lead what a sale looks like on your website so if you don't have tracking in place properly then you are going to miss out not only as an Advertiser in terms of being able to see how my campaigns performing which ads are doing well which are doing badly turn off the under performers create new

4:43ads like the better performers all the sort of stuff that we do on a daily basis but also remember meta machine learning process is not going to know what a lead is not going to know what a sales is so how are they going to be able to optimize for that so it's very important that you get the Facebook pixel installed and that you have the conversions API installed as well I've got videos that show you how to do both we'll include links to those um in the description if you're not familiar and want to go through that process but just absolutely essential that you get those

5:06set up and that you try and get your tracking as accurately as possible it'll help you as an Advertiser and it'll help meta optimize which as we've already discussed makes a huge difference okay the next thing on my list and perhaps the single most important element of a Facebook ad campaign Instagram ad campaign is the offer what do people actually get when they take the action that you want to take when they go ahead and purchase your product purchase your service what is it that they are getting how do you uh position that how do you package it how do you make it really enticing now the reason why I think this

5:36is the most important thing is because you can have an ad campaign that is set up really poorly but still do well if the offer is strong enough however you could have the perfect Facebook ad campaign all optimized in the perfect way you've got everything real really dialed in but if the offer is something that people just aren't that interested in it's not going to work so I want to give you quick quick few examples I've got other videos that go into more detail on offers but just some some things that might uh give you a few ideas of how you could improve your offer it's one of my most common

6:08responses when I get asked questions I might look at what someone's doing and say you know what I don't think your offer is good enough here's how you might be able to improve it so I'll start with one of the most interesting examples cuz I always remember this client and the difference that improving the offer made was just insane they were selling a product that is installed in people's properties and the average price for one of these things is £3,000 we were running ad campaigns trying generate leads cuz these were sold via a sales call and we were emphasizing the benefits of this product and the fact

6:35that you know the customer service is really good and it gets installed well and yada yada Y and and and the campaigns did okay but not great we then switched to a finance option now this is a product that wasn't typically offered and with a finance option instead of saying you know this is how much it costs and the regular ads we' focused really heavily within the ads both in the creative and in the copy on the fact that you only needed to pay I believe it was £9 per week for I think it was quite an extended period of time must be 6 years and installation of this

7:03relatively essential product um would take place within I believe it was 48 hours from inquiry it's speed hasslefree there's a finance option now that campaign absolutely crushed once we switched over and improved that offer from isn't this great all those things still applied like the product was good etc etc to here's a finance option you only to pay a little amount per week it's going to cost you a lot less than you originally thought to uh to replace one of these and you get it installed in the next 4 hours that was such a good offer that it absolutely um flew and we were generating more leads in the

7:34business can handle we kept having to turn the campaign off because they would just be full uh leads wise and and all that sort of stuff another example of a great offer a way to improve an offer is if you can genuinely add something new and Innovative to your product or service that other people don't offer it's a great way of differentiating yourself and if someone sees you out and they go oh I didn't know that product within this category could do that thing that they had the ability to do that that's that's great I'm really interested I'll go ahead and check it out that Improvement and offer could

8:02massively improve your results and then another example I want to give that's particularly applicable on the service side of things is a guarantee people pitching Services all the time most uh whether it's B2B or b2c people are pitched all the time for various different services but if you say as part of your offer within your ad look we guarantee X result or you don't pay us or you get your money back or we work with you until we get you that objective no matter how long that will be for free guarantees are a great way to improve an offer they show that you are very confident in what you offer um and your

8:36lead rate normally that applies to services but can apply to products as well normally your lead rate or your sale rate is going to go through the roof with with that sort of thing so have a little think about your offer and how you can improve it that's probably the single um biggest area for leverage within your Facebook and Instagram as if you can improve your offer you can triple quadruple or more your result overnight very quickly I've got some really exciting news I've launched a new mentorship program to help you explode your business's revenue and profits through paid ads and marketing now in this mentorship program myself and my

9:04team will Mentor you daily literally every single Working Day and because of that spots are very limited so if you're interested you can click on a link in the video description below and book a call with one of my team members who can explain everything about the mentorship program and how it works I'm really really excited about this and I hope to be working with you and mentoring you very soon okay the next thing I want to bring up is Lifetime customer value and specifically doing everything you can to increase your lifetime customer value so I've spoken to a lot of Facebook advertisers that get really obsessed

9:32with their ad campaigns and they've got them dialed in they're performing well and they're working really really hard and testing all these options to try and shave an extra dollar trying to get purchased for a dollar less or or get a 5% Improvement in in their cost per leag I understand that I don't think that's wasted effort but I think that same effort could be better spent increasing their lifetime value because it's only so low realistically you can drop your cost per conversion or your cost per lead when your campaigns are performing well but but you can increase your lifetime customer value significantly I often say to people it's a lot easier to

10:04double your average customer value your lifetime customer value than it is to half your cost per conversion with a Facebook ad or Instagram ad and I think that when we're trying to work out where's the the highest leverage opportunities which I spending my time and effort on I would first focus on Lifetime customer value increasing that as much as possible because that's going to really help your ad campaigns that will double your row if you double your LifeQuest of value even if your ad campaign stay exactly the same that doubles your return on ad spend and it makes it so much easier for you to weather any dips in Facebook ad

10:34performance to to handle if competitors join the market and Spike the price up slightly um maybe temporarily maybe over a longer period if you have that buffer you know that you're going to make a lot more per customer than your competitors you're going to make a lot more per customer than you used to that just does wonderful things for your business so obviously there's a number of different ways to do that one would be referrals make your product service so good that when people buy it they feel compelled to tell others about it that's a great way if you know that that for every customer you acquire you're going to get

11:01another one on average because they're going to tell people about it it's a great way to make your ad campaigns uh more profitable you could really focus on repeat purchase part of that's going to be the quality of product and service it's going to also come down to retargeting and are you following via email and maybe SMS marketing and various things you might be able to do to get people to be reactivated a subscription type setup for a lot of businesses whether product or service can be a good way to go and so you get that recurring revenue and of course you can very simply ask people to spend more

11:29money um by charging more for your product Services now they need to be better to to Warrant that but you know what I mean or you can offer more alternative products that they also may be interested with cross sales and upsells and things along those lines so that's an area where Facebook advertisers massively neglect but it can make all the difference if you can triple your lifetime customer value you can probably afford to pay a lot more than you're currently paying per new customer so your add campaigns and still have a more profitable business so it's it's a win all around for you and your business and then the fifth thing that I

11:59want to talk about when it comes to the most important things for your Facebook and Instagram ads is the ad creative now the ad creative is the part that people see and again a lot of Facebook advertisers get obsessed with the various little settings and things like that within the ad account and you go yes they may make a bit of a difference but Facebook is moving more and more towards automating all of that so less and less of a difference as time goes on and actually it's going to be the quality of what people actually see that is the bigger needle mover that's going to be the thing that either grabs people

12:28attention or it does that's going to be thing that impresses your prospects and go wow this looks really cool this company looks great I'm really interested in this or it doesn't so I'd recommend that most Facebook advertisers put more effort and particularly more budget into their creative I see a lot of Facebook advertisers spend you know hardly anything on the creative and put it all into the ad campaign and often I've advised people saying look if you just take like 10% of what you're spending on the ad campaign and hire a professional you know video editor or a videographer or a photographer or a creative professional or someone to

12:59create something that looks really really good I bet you that's net positive in terms of you take 10% um of the ad budget spend that on Creative are you going to get more than a 10% Improvement on your results in that ad campaign yes I think you will you could easily get 30 40 70 160% Improvement we've seen all those sorts of numbers before from better quality significantly better quality ad creative so it's going to more than pay for itself now of course I understand that not everyone has the budget to hire creative professionals whether that's a a professional photographer or videographer or something like that in

13:31which case there is a tool that I'd recommend you use that makes it super simple and easy to create really high quality ad creative I explain exactly what it is and how it works in this video here if you're new to Facebook ads or you don't have a ton of budget to play with when it comes to the creative side of things this is exactly what I'd recommend you so go through that video check it out I think you find it really useful