Crucial Part of Facebook Ads NOBODY Talks About

0:00if your Facebook ads are costing you more than they should then this video is for you in it I'm going to explain why some people pay more to reach the same audience with their Facebook ads and how you can make sure that you don't pay more than you have to Larry what the hell you Larry Larry you can't just laugh so what am I talking about here why does meta charge some advertisers more than others to reach the same people that doesn't seem fair well basically what's going on is that meta analyzes your destination your website your landing page wherever it is that you're sending people to to after they

0:31click on your Facebook and Instagram ads and if they don't like something about the destination that you're sending people to you will end up being charged more and the difference can be really significant now I've got meta support do up about this um it's got some really good detail in here that we're going to go through because it's really really important I'm going to start by reading some of the sentences just from this uh top section up here starting with the second paragraph it says below you'll find some of the key attributes of AD content and post click experiences like landing pages that we consider low

1:00quality if your ad contains any of these attributes the ad quality component of your ad's total value may be relatively lower skip the next bit and go on the next sentence the next paragraph which says that means it will cost more and see fewer results than it would if it did not contain these attributes and associations and that's really what we're talking about here if you have things on your landing page on your website that meta doesn't like or wherever you're sending people that will hurt your results meta is going to charge you a lot more to reach the same people this is particularly important if

1:27you're seeing High cpms I have to get people messaging and commenting saying my cpms are really high and one of the most common reasons is this meta doesn't like something either about your ad or your post click experience and you need to change that if you want to bring your cpms down and obviously if you want to improve your overall Facebook ad results so I'm going to talk about this ad quality stuff in a second before I do that I want to get to the stuff that I think is actually most important where most advertisers go wrong if they are running into issues with this and that's

1:52their post click experience landing page website Etc when we talk about these issues with the post experience with your landing page with your ite it's not what me and you might think looks nice from a design standpoint or anything along those lines that is different this is what meta cares about and it is different to Simply design okay so you might be thinking how could I possibly have an issue with my landing page it looks fantastic that doesn't necessarily make sense it could still look fantastic but you could run into some of these issues because you've got stuff on there or don't have stuff on there and and meta

2:23would like you to make a change okay so let's go through them so the first one is lack of substantive or original content now if you've created landing page where you've just copied information over from a a competitor's website particularly if they're also running Facebook ads that could cause an issue you could run into a lowquality post click experience or if you've got a really lean landing page with not much information on it not much information about the product or service about the business perhaps people can't navigate very well again these are all issues that you might want to address you might have created a landing page that you

2:51think looks great you've copied from a competitor so it's got the best copy but you're going to need to make some adjustments make some changes to make it um appear to met more original and make sure there's some stuff on that that's also likely to help with conversions because people need to see benefits and features and reasons why they should buy and take action all that sort of stuff anyway number two is disproportionate volume of ads relative to content I actually doubt that many people watching this video are going to to run into this one as an issue this is typically used by um meta advertisers looking to make

3:20money from ads on the sites they're looking to send people to like a list ofal where people then have to click through 20 different pages to find out all the things on this list and and there's an ad impression on each one and that sort of thing and it just seems all quite spammy they've got loads of ads sending people there and there's just not much substance to it I doubt many people are going to run into that issue um who watch my videos people primarily selling products and services and things like that now number three is fairly self-explanatory basically meta doesn't want anything that is going to be

3:48annoying or disruptive to their users once they click on an ad and come through um to your website we've all had that experience we go through to website and there's popups and things getting in the way and just like ah just get out the way I want to do whatever it is that I'm doing you can see here that it says it doesn't include legally required disclosures so things around like cookies and tracking that we will have to have now um those are going to be fine that's not going to be an issue but if you've got a popup trying to convince people to sign someone to sign up to

4:13your newsletter or an email list or give them a lead Magnet or something on those lines or like an exit intent popup or something those lines meta is not going to like that very much now you may still decide that that's worth it because you go yeah we know we're going to end up paying a bit more through our ads than we need to um because we've got this popup in there but look this popup has built a 20,000 person email list over the last couple of years and that email list does you know a huge amount of revenue for our business because we email them regularly and we build value

4:40and etc etc so you may decide that that's still worth it you may decide that a number of these things are still worth it because it helps you with your overall business objective but you need to be aware of the potential cost and that's that meta might not like this and they might charge you more for ads as a result number four is unexpected content experiences so I already talked about the main example of this like a listicle where you got click through multiple pages and the reason why the publisher does that is because they want lots of AD Impressions cuz they're trying to make more money from the ads on the page

5:06sending people there then they have to pay to get people there in the first place not exactly the best business model but obviously um people do it that's an example again not something I think many people watching this video are going to are going to run into as an issue more likely would be something on lines of where you have to watch a video to then get through to any other pieces of content on that page like you have to watch a vssl in order to see the other information or to see the the buy now button or whatever it is or perhaps you have to watch a video in order to um see

5:32navigation options so you can move around someone's website and and be able to take a look at different pages and things along those lines meta is not going to be happy with those options it can come across as a little bit deceitful um people weren't expecting it it's not a good content experience and that's what meta is all about they don't want to train people who click on Facebook and Instagram ads to go oh I'm not going to do that because whenever I click on an ad I end up somewhere spammy or something somewhere not good or somewhere annoying and and that would train users out of clicking on ads which

6:01obviously would massively negatively hurt uh meta's business model and it would also hurt us other advertisers it's a good thing that meta does this and that's that's the logic behind why they're doing all this and then number five is misleading experiences so that's typically where someone clicks on an ad they think they're going to come through to something that is not what they come through to whether there's a real disconnect between the product or service being advertised in the ad and then what's actually on the landing page or something along those lines it's something you'd want to avoid anyway as a met Advertiser because why that's not

6:32going to help you convert um if if there's not congruity between your ad and your landing page but it's also something that meta is is watching out for so if you think like you might try and be a bit cute and clever and have an ad that's got like a bit of a different angle but will get lots of Engagement and then you'll be able to sort of sell something different on your landing page a that's not likely to work from a user Behavior standpoint B met is not going to like it um either the time where I think people watching my stuff might run into this one as an issue would be if

6:58they're like a drop ship I'm often quite critical of drop shippers I know drop shippers aren't always going to do things badly but a lot of them do for example people click through and then there's an unexpected shipping cost or it takes 3 weeks to arrive unexpected shipping time these are sorts of things that users just don't want and and that would be uh potentially construed as a misleading experience by meta if that's the sort of thing that's happening oh and by the way if you want more input on how to navigate the big updates that keep coming to Facebook ads and you want to stay ahead of the curve with the most

7:26upto-date strategies check out the link in the description to find out more about my mentorship program and meta will also match some of things that we've discussed those Five Points um with some user Behavior signal so things like bounce rate how high is your bounce rate bounce rate is the percentage of people that come through to your website to your landing page and then leave almost immediately if your bounce rate percentage is really high that's an indication to meta that people aren't having a good experience people didn't find what they wanted to find when they click through and then dwell time from those people that don't bounce that do

7:55stick around on your website are they staying there on average 20 seconds or 2 minutes the longer the better that shows it's a better user experience people are interested in what they find you're going to improve dwell time by providing more information about your product and service more reasons to to take that next step to stick around to find out more but also making sure that your landing pages are designed well both aesthetically so they look good but also from a navigation standpoint improving the quality of your landing page is going to affect dwell time I think a lot of Facebook advertisers are surprised to to hear that meta is analyzing this

8:28stuff they are and it's really important in fact many times we've taken on new clients and we've gotten them to to clean up a all this stuff and it's made a really big difference the first indicator is that a cpms drop and then what almost certainly follows that is better return on ad spend better cost per conversion um as a result so don't ignore these things have a real think about your landing page and think could meta be thinking that I'm getting any of these bits wrong I've got some stuff here they don't like could I make some adjustments could I add some stuff could I make this more original could I

8:56improve the dwell time all that sort of stuff now meta also analy izes your Facebook and Instagram ads fairly unsurprisingly I think most advertisers are actually aware that they're analyzing the stuff on platform it's the stuff off platform that they might not be thinking about as much um but it's worth discussing what they are looking for uh and what you want to watch out for when it comes to your as themselves because they've got three things that they particularly don't like so the first is withholding information click baity style stuff where people have to click to find out the something you give them a piece of the information they got

9:27to click through to to find out the rest we all know that clickbaity style stuff works online it gets people to click meta doesn't like it it's also very unlikely to result in an actual sale or a lead or something that your business really wants once they click through so I wouldn't recommend it anyway but just be aware that meta is really hot on that they don't like anything that withholds information and click baity type ads normally the ones that do the second one is sensationalized language now of course you want to emphasize the benefits associated with your product or service you want to tell people why it's

9:56so fantastic why people should buy it why they should inquire all that sort of stuff but you can go too far we've all probably seen ads that just seem incredibly hyperbolic and you look at them you just think that's ridiculous it actually damages The advertiser's credibility and metha doesn't like it either so think about not only from a grammar standpoint you know how many exclamation marks or emphasis you want to put on things but also are you making claims that are just over the top that are unrealistic about your product and service meta doesn't like this again it's going to put off users because it's going to seem over the it's going to

10:27seem too far you're not going to seem credible but met is watching out for this and then the third is engagement bait now these ads you don't typically see them anymore but they were very very popular a number of years ago where people for example had to comment in order to be entered into a draw where they could win a you know whatever happens to be a flat screen TV for example that's engagement bait that's getting people to interact with your ad in a natural way to send engagement signals to meta to hopefully reduce your cpms and and get that ad distributed to more people um for less money I need to

10:56see my likes I got some I got some likes yes oh thank God oh I thought I didn't get any likes in fact now because meta's aware of this and they crack down on it it'll it'll do the exact opposite you're putting in engagement bait to try and reduce your cpms to get cheaper ads um it's going to do the exact opposite you're going to end up spending more because meta doesn't like this and we know that if you uh have any of these issues whether it's with the landing page or with the ad that's exactly what meta is going to do they're probably not going to stop you advertising if you

11:27don't actually break the rules but they are going to increase the cost to either a incentivize you to stop advertising all together make you uncompetitive with your competitors or B which is what they probably rather you changed your ways you adjusted things so that you provided a better experience for their users and keep advertising so that's why they're they're doing this as we've discussed and again alongside those three things meta is also going to take a look at user Behavior around the ads so how many people click hide ad or hide all ads from this Advertiser or hide ad due to repetition or how many people report the

12:00ad the more that sort of stuff goes on the more that meta thinks okay this Advertiser isn't really doing what we'd want them to do on the platform they're not keeping our users happy maybe we should punish them in effect with with higher cpms charge them more to reach the same what the hell you can't just you all right and if you want a really quick and easy way to produce high quality ad creative that Facebook is happy for you to use then check out this video in it I demonstrate one of my favorite Facebook ads tools that makes high quality ad creation so much easier