Please Stop Making This Facebook Ads Mistake!

0:00I've seen the inside of more than 2,000 Facebook ad accounts over the past 9 years and there's one problem that I think holds Facebook advertisers back more than anything else when it comes to getting fantastic results with their Facebook ads and I'm going to show you what that problem is right now so I was actually going to record a different video today on a different topic but we got some really interesting new data from meta that backs up just how important this problem is and just how much of an issue it can be in terms of hurting your ad campaigns and your results so I thought i' change the topic

0:31and record a video on this and give some of you guys the kick up the backside that honestly I think a lot of you need okay so here's the new data that we've gotten from meta it's come through in an email from meta Advertiser support and they talk about diversifying your creative assets for stronger results but the statistic here that I think is really striking is after around four exposures conversions could decrease by about 45% so once someone SE your ad four times their likelihood of converting could be as much as 45% less that is absolutely huge for exposures for frequency effectively I'm going to talk

1:12more about frequency later on is not that high to decrease your results your conversions by 45% they've not said and that's a really important point to note here they've not said decrease your clicks decrease your results which can include things like clicks and video views and stuff like that that might accept but decrease your conversions by as much as 45 % that's absolutely huge a 45% decrease in conversion is the equivalent of taking say your cost per lead or your cost per sale from $2 for example all the way up to $38 I mean think about the impact that that's going to have on the performance of your

1:44campaigns you're basically doubling your conversion cost that could easily take a campaign from very profitable to not profitable at all it could allow you to not scale could have all sorts of negative ramifications for your business and again four exposures is not that many I know a lot of people watching this will right now have ads that have people in their target audience that have had more than four exposures that have higher frequency numbers I'm going explain the difference between exposures and frequency in a second CU I think that's also really important like I said I was going to create a different video and this came through and I was

2:16like you know what this is something I've been talking about for a long time but this really emphasizes the point I really want to drive this home so now I'm going to take a second just to explain why this happens and then what we need to do about it as Facebook advertisers to avoid this big mistake that is potentially almost doubling our cost per conversion so what we're effectively talking about here as the problem is ADD fatigue and why does this happen why do ads fatigue well once people have seen your ads a certain number of times they are less interested you don't get past the I've seen this

2:48before filter is often what I refer to it as where if users see your ads and they go I've already seen that it could almost be subconscious they're just going to completely ignore it scroll past you got virtually no chance of then getting that person person to consume the ad which is going to be required for them to take the next action become a lead sale Etc so if you don't get past the I've seen this before filter you're toast and obviously if someone's seen your ad before you don't get past the I've seen this PO filter so that's the real problem with atig and we've got a

3:13quantifiable metric to to talk about this but why do advertisers run into this issue why do they run into ad fatigue so often and it's basically because advertisers shy away from the hard work when it comes to Facebook ads everyone wants the solution to their Facebook ad lack of performance or even an improving performance things are already going well to be something really easy right they want it to be a targeting switch they want it to be oh I just tick this box in the settings and magically my campaigns get better and those things do exist and I create videos on that and I get that but really

3:46really the hard work here is making new ads that's by far the most important thing and that's the hard work it's difficult to think creatively how can I put together High qu creative it's hard work to do how can I model from a competitors oh okay they've done this that that' be quite difficult to put together I'm going to have to get other people involved I'm going to have to get some more equipment I'm going to have to set up some sort of video recording shoot I'm going to have to get some video testimonials from clients this is the hard work but it is the hard work

4:15that needs doing and advertisers not willing to do it and they get a winner and they just run it again and again and again and longer and longer and it just results slowly drop over time over time over time and they don't realize that it could be a complete Game Cher if they just actually did did the hard work made the ads found some unbelievable winners and that allowed them to to scale their campaigns okay so I'm going to give you a specific recommendation in a second before I do I just want to very quickly let you know about my new Facebook ads Mastery course with Community super

4:46excited about this so it's all brand new course material that me and my team have put together it's our best ever stuff and it's actually stuff that we're training new staff members on before we set the blue on client campaign so it really has to be the best possible stuff so that they know exactly what they need to do they have the right expertise to be able to produce fantastic results so brand new course material really really good stuff in there comes with the community so it's a school Community I'm sure you've heard about school if you're watching business related content on YouTube it's very much the new upand

5:11cominging platform and it's fantastic so we've got more than 600 people in there just like you advertisers getting involved asking questions answering questions me and my team are in there all the time answering questions providing feedback helping out the community we do live calls live trainings loads of value live q&as things like that so if you're interested there is a link in the video description and we've priced this to make it much more affordable than our higher ticket stuff like our done for you Services is obviously a lot more expensive than this which is just £97 per month and we wanted to price this at a point that's

5:42basically affordable for everyone that watches my stuff so there is a link to Facebook ads Mastery in the video description hopefully I'll see you on the inside so here is my exact recommendation for you if you want better Facebook and Instagram advertising results and I've got it written in front of me cuz I don't want to get this wrong I would recommend that you make 10 times as many new ad creatives as you currently do so most advertisers will do that on a schedule you might do it ad hog but whatever it is think about doing 10 times as much I know the natural action would be like no

6:11way I never have the time Etc to do it but how a think about this right if you made 10 times as many ads as what you're currently making you would get much better results you will here's why you'd have more practice and obviously as we know when you practice something you get better at it that's not rocket science you would test a lot more ads a lot more different styles and that makes you far more likely to stumble across winners to just find formats maybe you had a look at competitor you spent some time in the Facebook ad Library you see an ad that you like the look of and you test it in

6:41your market and you go wow this thing Cuts our cost per conversion down by 60% these things can absolutely happen if you manage to find the right creative and then of course once you do that you can then create a lot more creative like that and further improve the system and of course if you made 10 times as many ads you would avoid ad fatigue which is like the premise of this entire video and and this big mistake that Facebook advertisers are making is they're letting their ads fatigue four plus exposures 45% lower conversions that's disastrous you make more ads you can avoid that and as we can see it's just a

7:14complete campaign killer okay so the first thing you need to do right now is actually work out where you're at in terms of how many times have people in your target audience been exposed to your existing ads because you might need to jump on this right away so I'm in ads manager I'm in an example Facebook ad account we use this account to test very things and me to demonstrate videos and things like that I'm in ads manager so the data here is not quite representative what we'd expect but it's still useful for you be able to see this so what you to do is come into ads

7:39manager and then start by doing this at the campaign level and change your columns to Performance and clicks as I've done here right might already be the default and then if we scroll over we'll find this frequency column and we can see that these campaigns you know we've got a 2.65 three just over three just over five and a 3.45 I wouldn't expect your frequency to be this high and if we broke this down at the ad level by individ ads we would see that it was lower than this cuz obviously that's the whole campaign level but I think it's good to start at the campaign

8:04level and then go down from there so I wouldn't expect your frequency to be this high but I also don't want you to think well in that email if you got four frequency then that's when you get the problems I haven't got a full frequency or anything above it I'm absolutely fine that might not be the case because this is an average frequency is an average so let's say you look at your frequency and it's a 2.5 well within that audience of the people that have been targeted have seen your ads a whole bunch of them would have seen them once and I can guarantee the way meta delivery system

8:34works a whole bunch of them would have seen your ads six times seven times which gives you then an average of 2.5 now because you've got a 2.5 frequency you might not be seeing a 45% decrease in conversions but imagine a scenario where a good chunk of your best prospects in your audience have already seen your ad six seven times some of them have seen them none or one time so you're still getting good results from them but from those people that have seen your ads a lot you will be experiencing a much lower conversion rate from those people so if you've got a frequency of 2.5 yeah it might not be

9:04a 45% reduction in conversions but maybe it's a 20% reduction in conversions overall because you're still fine with the people that haven't seen your ads but there's a chunk that have and that's bringing you down so even in that scenario you can still probably massively improve the situation by creating a lot more ads and going through the things that I just talked about to help improve your performance but the first thing to do is come in and check your frequency number to see where you're at cuz if you are seeing anything close to a four over you got to jump on this right away and I said don't just

9:32look at the individual ad level you will most likely see lower frequencies at the ad level if you got multiple ads running look at the campaign level as well because if the ads are similar you're still going to run into ad fatigue issues at the campaign level if just a bunch of people have seen that ad and they're less interested and you don't get past the I've seen this before filter so you now know that you have to be consistently adding in new creative to campaigns if you want the best possible results and the truth is you do have time to do that you can make time

9:58to do that if you're a business owner watching this and Facebook and instr ads is an important acquisition channel for you and I've pulled my audience I know that most people that watch my content Facebook and Instagram ads is the most if not one of the most important acquisition channels where they find new customers and new clients like what is more important than improving the results of that because if you add a new creative and you find new ad creative that cuts your cost per conversion in half that might allow you to 10 extra business just that one thing might allow you to 10 extra business easily I've

10:27seen it happen all the time with we've been down that road so many times it is absolutely possible so all these other things in your business you think are big priorities like if and fatigue is messing up your results and it's not just removing ad fatigue it's also the chance to get better at this and get better results like what could move the needle on your results more than that very few things can move the needle more on making your advertising much more effective which allows you toire more customers which obviously then will allow you to have the revenue to solve any other business problem and that's

10:56why I've always taken the approach of like we get the customers in first and then a lot of the other business things will take care of itself because we'll have the resources to fix them hire people Etc all that sort of stuff and I that's a bit of a mindset shift for people because they want to you know get the Facebook ads done tick the Box crack on with other parts a lot of entrepreneurs feel that way but I just i' really want to emphasize the importance of making the time for this and I think that a lot of you watching this would be able to do this and

11:21hopefully this is maybe the kick up the backside to get you to go ahead and actually do it and if you're wondering how do you go about producing better quality ad creative more ad creative I've got a video that walks you through my process here in it I show you one of my favorite tools for relatively quick and easy add creative creation a bit of a mouthful but I strongly recommend you go ahead and check out this video it shows you what I recommend you do what I do and you'll probably find it a lot easier to produce some really good stuff and in more volume which you now know is really

11:52important