11 Years of Brutally Honest Facebook Ads Advice in 2 Hours

0:00I started advertising on Facebook 11 years ago in 2013 and since then I've personally managed Facebook ad campaigns have spent more than $50 million and generated more than $200 million in Revenue I've also built one of the largest meta ad agencies in the UK during that time period Over The Last 5 Years alone we've worked with more than 2,000 clients in just about every industry that you can think of and I say this right at the beginning to let you know that I know what I'm talking about and that I'm a good source of information you can take the advice uh that I'm giving I'm going to compress

0:28that 11 years of experience into this one video Let's dive in so one of the most important things that I've learned running Facebook ads for so long is that most Facebook ad campaigns fail just like most businesses fail that is to be expected but it shouldn't put you off all the rewards go to those who keep going long enough to work it out for some reason a lot of Facebook advertisers when they start on the platform they seem to think that it is the platform's duty to get them results and that they should just I've run an ad campaign it didn't work it should should work that's not the right way to think

1:02about it you should see the platform as the opportunity to put your ads in front of people which is all it is that's all any advertising ever is is you are paying to put ads in front of people whether or not those ads produce good results for your business is absolutely dependent on the quality of the offer the quality of the ad creative stuff we're going to um to get into in this video and I think that coming into it with that mindset causes so many business owners marketers entrepreneurs to Launch CH campaigns them not work and then they just go this doesn't work and they leave the platform after literally

1:36a week two weeks maybe a month you should expect your ad campaigns to fail we all know the stats that 90 something per of businesses fail probably 90 something per of Facebook ad campaigns fail that's fine because you could have 10 failed campaigns and one campaign that absolutely smashes out the park and that one campaign is so beneficial to your business it's so valuable it can be scaled it can allow your business scale it can completely change your business uh in terms of where it's going and its trajectory completely change the life of the the business owner the entrepreneur that's that's running that campaign so it is

2:11absolutely worth going through those first 10 failed attempts let's say and it might be more it might be less it varies for everyone to get to that one uh that works really well because because it is so valuable so I think if people approach the platform thinking I'm going to try my best here what I'm doing right now is like to not work but I'm just going to keep going until I work it out because I know there are other businesses advertising this platform I know that some of them are successful I can see they've been running ads for a long time again I explain more about that later on uh so

2:42it must be working for them I just need to keep going until I can work it out and it will be completely transformative to my business I actually think that that uh psychology is absolutely how you should approach a business as well if You' got a new Venture it's like I'm going to keep going until this works um I think that's really valuable but definitely applies to to uh to Facebook advertising now for those people that do get through that that do get through the the first fail 10 ad campaigns to get to that one the the positive is that you know that other people won't other

3:12people will have the attitude of well I gave Facebook money I should just get results and that's silly Facebook's just offering a service which is put your ads in front of people they're not offering results they're going to try and help you get results but they're not selling results they're selling you exposure um it's up to you and your ads and your campaigns to to get those results but because other people have that attitude and they're going to try it for 2 weeks and leave that is a massive competitive Advantage like you you end up in the top 1% just by sticking out for a couple of

3:38months because so many people drop off which for those that stay is great which is why I said all the rewards go to those who stay long enough to work it out you have to keep testing you have to keep trying you have to keep trying to improve things but if you just keep going keep going keep going you can work it out we've got so many scenarios with clients where they come to us because they've tried advertising and things aren't really working and they think it's a viable channel for them and they do a bit of this and a bit of that um and first few campaigns that we launch

4:07okay this didn't work this is not the right angle to take this is not the right creative this is not uh the influence we need to work with right we need to come up with a different angle here we try again we try again we try again and then we find something that just is three times better in terms of performance than anything previously and it changes everything changes everything about the business that really can happen but you got to keep going to do it okay I've got number points by the way I'm I'm going to just make my way through them as I go amateurs focus on

4:34reducing cost to acquire a customer experts focus on increasing lifetime customer value now this is a broader business point but absolutely applies to Facebook and Instagram advertising it it is really key I see so many business owners running Facebook ads and they are obsessed with reducing their uh cost per conversion cost per result depending on what they're optimizing for so let's say you're generating purchases for $50 each and you really want to get that down to 40 because that would help make your campaigns a lot more profitable and you're trying all these things and testing it and all that's great but actually it might be a much higher

5:08leverage move for you to take the opposite approach and leave your ads where they are for the minute leave that at okay it's cost us $50 to acquire a new customer we're currently generating let's say $100 per new customer we've got a 2X return on ad spend instead of trying to reduce that cost per uh conversion down you could instead keep that where it is and look to increase your lifetime customer value it's usually a lot easier to take your lifetime customer value from say $100 to 110 or 120 than it is to take your cost per conversion from 50 down to 40 there's only solo your crossplay

5:39conversions going to go because it's a competitive landscape and there's other advertisers and they're going to bid up the price but there's no limit to how large your lifetime customer value can be and taking a lifetime customer value from $100 on average to 120 is normally very straightforward you only need a small fraction of your customers to buy again or to buy an extra product when they when they do um check out um or there to be a little upsell or there's loads of different ways that you can increase that or if you've got a a subscription or or or a monthly service on a retainer just decrease your churn

6:10by a little bit and you'll increase your lifetime customer value by by that 20% now if we go back to our example let's say you've got that $50 cost to acquire a customer you almost certainly if you've been running ads for a while you test a bunch of stuff and you setled on 50 it's almost certainly impossible for you to reduce that costom Acquire customer down say below $20 like if your ads are already decent the idea that you're going to more than half your cost acquire a customer it's probably impossible but you can absolutely take your lifetime customer value from a customer from $100 to $200 $500 $11,000

6:40that happens all the time business do that all the time and there is so much more profit to be made on that end then there is on reducing your cost to acquire a customer and if you do take your lifetime customer value from $100 to $1,000 you can then reassess your cost to acquire customer limits and go well the max we get to pay before was $50 but now you know what I think we can go ahead and pay $200 to acquire a customer which means we can scale this campaign 50 times as much as what we're currently spending 100 times as much what we're currently spending acquire

7:12all the customers in this market uh because we can now afford to pay that much more to acquire a customer so experts the best in the business focus on Lifetime customer value increasing that I've got a whole separate video about that with with specific tactics um that you might want to check out I'll include a link in the video description but the the more and more I look at businesses that succeed on using Facebook ads over the long run and able to scale it's because within their industry they have above average lifetime customer values um and it's something I'm constantly bringing up with people in my mentorship program

7:44that ask me questions about how do I do this how do I do that and I'm like maybe we don't need to do that maybe we just need to fix this thing and by the way if you just Implement a better email autoresponder that'll probably do it uh quite easy to do okay Facebook ad campaign structure targeting and settings are less important than you think offer is the single most important thing in a Facebook ad creative is next a lot of Facebook advertisers from what I've seen look at their ad campaigns they aren't producing great results and they want the problem to be a setting or

8:17a targeting change or something like that and they want that to be the problem because that if that is the problem it's an easy fix you just need to get the right information go in tweak the targeting change a setting and voila the results are great the way Facebook advertising has gone in that the results are in The Meta is so much more sophisticated at being able to get us results with more open criteria so open targeting or hybrids like Advantage Plus audience and things like that the the less that stuff has an impact and changing it is not really a point of competive Advantage now when I first

8:51started 11 years ago and seven eight six even 5 years ago you could gain an advantage over your competition by having better targeting better setting structures and unless you're making a really big mistake so unless you're advertising to too small an audience or you you you've messed up your settings and you're only using the Audience Network or something along those lines unless you're making a big mistake there's probably not much competitive Advantage you can gain from tweaking things like targeting settings campaign structure U and things like that really where the massive competitive advantages is in the offer what are you offering and the ad creative and again I speak to

9:29Facebook adverage all the time through like comments online on my various pieces of content but also part of my menhip program and a lot of business owners think their offer is great and I think that's a really dangerous trap to be in they think I've got a great offer and someone like me can take a look at it and go not really like that's what 90% of your competition offer you're offering a free quote a free consultation so is everyone else that's not something that someone your target market is going to look at and go I need this thing how can I not go ahead and

10:04grab this thing now there are many ways to improve offers but knowing that it is the single most important thing and until you feel like you've got that nailed that should be your primary focus for different businesses going to be different things obviously there are price related offers can be fantastic can you beat your competition um and you can do that with single products with uh bundles people buy in volume they get better prices there's lots of ways of doing that with service based businesses you can often do it with guarantees something that a lot of businesses don't take advantage of is that you can reverse the risk associated with buying

10:38your product or service if you guarantee something an outcome for your prospect they're going well I might as well buy this thing because it's guaranteed so lots of different ways you can you can improve offers um I've got separate content about offers because it is so important I won't go into all the detail in the world here but just know that is the most important thing next most important thing is AD creative what your prospect see is by far the most important element of Facebook ad campaign it's not the stuff at the adset level or the campaign level it's what you put in front of people which when

11:11you sort of logically think about it you're like well of course it's what you put in front of people because that's what's going to either grab their attention or not that's what's going to convince them to take action or not that's what's going to give you positive or negative brand Association that's what's going to help you develop a relationship with your prospects or not it's going to do all the things that need or not to get your prospects to the point where they're ready to buy from you so I think a lot of advertisers should spend a lot more time effort resources on creative and focus Less on

11:42uh tweaking targeting options and settings with that said as long as you're not completely messing it up as long as you haven't got campaign settings uh where you're running a traffic campaign when you should be running a sales campaign or something along those lines and which I think most Facebook advertisers get past that pretty quickly a bit of Education around this and you you'll be pass that point um it's it's offer and AD creative and it's it's a lot of Facebook advertisers don't want to go near there because that's the hard stuff to do right that's the thing you got to really think about and find inspiration and get creative

12:10and try something and it won't work and try it again and um but that's you know I'm here to tell you the truths based on my experience 11 years experience Facebook advertising that is what really matters okay before investing a lot of time or money in a Facebook ad experiment so testing something first ask yourself if this works will it make a substantial difference to my results if not don't do it other tests are more important I see a lot of Facebook advertisers testing a lot of things and they test because they think that's a good idea to do and it is you absolutely want to be testing but they're testing

12:50around the edges they're not testing the big stuff so I already talked about in the previous Point how important offer is and it is just absolutely crucial but there are other elements as well that you can test that you should start with before you start focusing on the tiny little things if your ad campaigns AR producing great results and you're testing different call to action buttons trying to work out which one's going to produce the best results it's not a waste of time but it's definitely not the test you should be running you should be testing different offers you should be testing different creative Styles have you tested including an

13:24influencer in your ads have you tested at ugc style content have you tested Ted image versus uh long form video versus short form video versus Carousel have you tested headlines that focus on one B benefit associated with your product versus a completely different benefit associated with your product have you tested including a guarantee or something along those lines that that those things are much more likely to have a big impact on your results and when you're going through your ad campaign you're analyzing it the results aren't where you want them to be or you think they can improve think okay what what are the biggest needle movers it's probably not testing

14:04three different background images for this ad selling a product that's exactly the same but we've just got a blue background a red background and a green background it's probably not that uh there are probably other things that you Mar test it could be different products within your product range it's going to vary depending on the businesses you know I can't give like specific advice because it will vary across different businesses but this is where you need first principles thinking you just need to like look at your stuff and think about it from your customer point of view and think is that actually going to be a needle mover is that is that going

14:34to substantially make a difference to someone looking at this are they going to care a lot more about this than they do about this alternative one if if if the answer might be yes then it's experiment you should run if not there are other tests you should run ignore realtime data and daily results now I totally get why Facebook advertisers do this and I absolutely did this myself at the beginning when you first start running ad campaigns you don't have that much experience you are constantly hit and refreshing ads manager you wake up in the morning it's the first thing you check just before you go to bed it's the

15:04last thing you check you're sat having lunch or quickly check my results and it's just constantly doing that throughout the day and it's not good it's not good for you psychologically because you just sort of become addicted to looking at at the data um and refreshing and updating it and seeing how how things are performing and I'm sure people watching this have been in this place I certainly have where it really affects your mood you know you check your results and if they're great you're happy and if they're not you're sad or anxious or angry and that's just that's just not a good place to be and

15:32it's especially not a good place to be because we know that real time and sort of day-by-day data when you're looking at say yesterday or today's results is highly inaccurate meta since iOS 14 has had a harder time of accurately tracking the actions that people take they're very open about this they will say that they use modeled data particularly during a say 48 72 hour window so if you're looking at the last 2 or 3 days a lot of that data is going to be modeled and what that means is that matter is yes looking at the actual results that have been generated at the meican track but

16:03they're also going to estimate extra results usually based on ones they think will have happened but they can't track and actually can go the other way as well because obvious they can get those estimates they can underestimate they can overestimate now what that means is that this data is just not very accurate so you're looking at real- time data or yesterday's data and that's affecting business decisions optimization decisions within your ad account do I turn this ad campaign on or off do I kill this ad do I not and it could just be wrong you're allowing that to affect your decision- making allowing that to affect your mood when you really

16:34shouldn't because it's just not accurate so it's much better to extend the time Horizons it's much better to extend the time Horizons because you do get more accurate data so obviously meta starts with model data and then as that information comes in it gets updated and becomes more accurate you also get a much better sense for things when you look at things over a longer time Horizon if you're looking at Daily results you could have really big daily fluctuations because when you're advertising on Facebook you're advertising to real people in the real world and real world things affect stuff let's say we're advertising in the UK and I give the UK

17:08as an example because the UK will typically have it's a small enough country where it typically have one weather so if it's a really nice day or a really bad weather day it's probably that for the whole island or the whole country I should say that can absolutely like if you look at yesterday's data and you're like ah my fur coats aren't selling very well it's February they should be selling really well yeah but what if that day was bright blue sky eyes and warm and people were outside they're not thinking of fur coats probably sunglasses sold really well even though days in February normally aren't great for selling sunglasses so

17:38when you comes to daily fluctuations things like that uh big sporting events news events all sorts of things can can get in the way that can affect your results if you extend out the time Horizons those are smoothed out you get a much better Trend Facebook advertisers always complain about results fluctuating and it's something they want to try and fix and I I think that's ludicrous it's like trying to stop the Sun from rising in the morning and setting in the evening it's like your results are going to fluctuate much better to learn to live with it and if you look at your results over a weekly

18:06or monthly time Horizon then you're going to make much better decisions as an Advertiser and you get out of that weird sort of neurotic constant checking and allowing that to dictate your mood and and things like that so I really think that that's very important to just ignore real time of daily results and extend the time Horizon especially with new ad accounts where there's going to be more volatility and anyway um but even for more experienced ad accounts get yourself at least out of that 48 72 hour modeling window so you have more accurate data okay if you can choose which Market you operate in and there'll be some

18:43people in this watching this video that can they haven't yet launched a business or there are marketing agen you can choose which clients to work with or or they're thinking about starting a new business or a new product range something like that but if you can choose your Market go for high average customer value and local we talked earlier about the importance of lifetime customer value and how increasing that is a fantastic strategy and something that a lot of Facebook advertisers should focus on a lot more there are markets that just naturally have a much higher average customer value than others if you are an interior design

19:11company your average customer value is probably really really high because people would only hire interior designers to do extensive work to their property um or to you know redecorate or whatever it happens to be if you are a car wash your average customer value is normally going to really low people come in get their car washed pay a bit of money and and that's more or less it so if you can choose go with high average customer value and the reason why is because every Advertiser with all the different business models are competing within the auction when they're running ads on meta and if certain advertisers

19:44in certain industries can pay a lot more to reach people than others because on average those people are worth a lot more to their business they will bid up the cost of advertising so every now and then I'll speak to a business owner that says oh I sell a product for $15 I need to get my uh cost per purchase down to $7 uh to be profitable and you think what really like that's it that's all you make from a customer 15 you've got them to do all of that you know get their payment details out go through the whole process and you're going to get 15 back for it

20:15that's so tough and a $7 cost per purchase okay in some rare circumstances going to be possible but even if it is possible it's only to be a small scale you're not going to be a to scale that up and it's rare that you're going to be able to achieve that anyway whereas if you work with an interior design company and they say to you look we we make $100,000 a customer on average um because we do big projects so you know what we could afford to pay $5,000 to acquire your customer and you're like how easy is that if they convert one in 10 leads we can pay up to

20:46$500 per lead it's really hard not to make that work it's so so easy to make that work you're like oh we're getting new leads for $75 which would be quite an expensive lead cost on meta $75 um that's way way way less than they can afford to pay so that would be the first part second part is choose local it's much easier to win if there's far fewer competitors it's a really obvious statement but most things in business Facebook advertising are really obvious but we all just need to be reminded like me too be reminded of these things the downside to advertising a business that

21:21operates locally is that there are limits on how much you can scale that but the upsid particularly for relatively new Facebook Instagram advertisers is absolutely huge I've spoken to a number of businesses that have started let's say gym clothing business apparel businesses and I'm like okay what's your target market and they're like the whole of the US it's like okay you're competing against Nike and Addidas and rebok and some of the big it's like this is going to be incredibly difficult they have all the brand weight behind them budgets that will smash you out the park um that's just so difficult but if you're if if

21:59alternative business let's say you you live in a town with a couple hundred thousand people and you're a funeral home how many other funeral homes are advertising on Facebook and Instagram in your town maybe none so just by putting an ad on there you might be the best Facebook Advertiser in the town if there are a couple advertising how good do you think their ads are probably pretty rubbish If we're honest I imagine you could watch like literally one of my tutorial videos and know enough to be able to produce better ads than your competition in that local town so you can become the best Facebook Instagram

22:34Advertiser for that Funeral Home in that town of 200,000 people for with a day of training effectively a day of educating yourself and having a practice that's a much much easier to Market to win now as I said the downside is it might not be scalable because you might think oh well yeah but with the sports clothing business you could turn that into a billion dollar brand and not going be able to do that with a local funeral home and sure I I get that point the funeral home if there's 200,000 people there you know you're probably talking a market in the tens of millions so like there's plenty of of business to

23:11be had there and you could then open a funeral home in the next town and the next town the next town you could build a billion dollar business for sure um so it yes it might take longer in terms of scalability but it is possible but I just see I see a lot of new Facebook advertisers biting off way more than they can chew going in to a market where it's like I don't think you realize that you are you've just started playing soccer and you're playing in the Premier League let's start you at at the absolute lowest run with a little Sixers side game and and we'll train you up and

23:41then once you've once you've one of the better players there then you go to the next level and and you train you up and once you better players you go up to the next level and you go to the next level you can go up markets but just start with something much much easier so it's way easier to do uh to get great results if you got high average customer values just naturally in an industry I'm not talking about you being expensive in your industry I'm just saying some Industries they just people spend a lot more than they do on others um and if you can go local that's beneficial one

24:09more point I want to make around the local when I say go local I'm not talking about a business where you can sell nationally internationally but you've chosen to be local because that doesn't work because let's say you've got a a sports clothing business and you say I'm only going to advertise to the city of Dallas right yeah but but Nike might be advertising to the whole of the US and they also be running ads in Dallas because they can service that area I'm talking about businesses where the product or service that you offer can only be delivered locally so with the funeral home most people obviously

24:38going to use a local funeral home if they've had a relative passway or something like that you're only competing against the ones that are local for the most part there might be some rare occasions but for the most part you're only competing against the ones that are local because it can only be delivered iners local service in that case that's a distinction there that that I want to it's about reducing the amount of competition and picking markets that are really really easy okay next exceptional lead followup is more important than exceptional lead generation and your competitors aren't doing it now we work with tons of businesses that are looking to generate

25:11leads that's that's what we're running ad campaigns for and we've had this scenario happen dozens of times where a client will say look we're currently generating leads for about $15 we really want to get that down to about $12 each and we'll go okay we'll do our best to make that happen a lot of things that can be done we're you know testing and trying to improve things all the time but why do you want to reduce your cost per lead by that what what what are the economics behind that okay well when we factor in our lead cost and you know let's say commission to the sales team

25:37or whatever we're currently operating at about about a 4 to one you know marketing spend so for every dollar we spend we get roughly four out in in top line revenue we really want to get that to a five to one that that that might be a Target that a you speaking to like a marketing manager might say one of the things that we will now ask because we had this experience maybe a couple of years ago and since then it's like something that we try and drill home to to all our clients is how quickly are your sales team contacting new leads and what's the frequency of

26:07contact and we'll often hear things like oh well um we tried to get back to leads the same day that they inquired all time by the end of the day and you know we'll we'll we'll give them a couple of calls and if that doesn't work send them an email and otherwise we think they're they're a dead lead at that point at that point we often shock them and we say your business will massive grow and massively improve if we do nothing to the lead gen so we're still generating leads at $15 each but you try and contact those leads at an absolute minimum within half an hour of them

26:39being generated not by the end of the day the difference there is huge and ideally within 5 minutes ideally you'd have people there waiting lead comes in bang they get a call 60 seconds 2 minutes later if you do that the chances that you actually get in touch with it lead you actually Mak contact with the person is way higher and obviously the more leads you get in contact with the more you're going to convert into um eventual customers fairly obvious again but you know again these things are obvious we need but we need reminders and the more likely they are to be engaged in the

27:10process and remember that they just filled out something to become a lead and they are actually interested and they're like and they'll also be impressed wow that was quick brilliant um these guys are on it it's an indication that you're going to deliver a fantastic service so that's the first point is is try and them literally as fast as possible within 5 minutes ideally that might me you need an extra sales rep or two to be able to do that depending on the structure of business but it'll probably be worth it in many instances it will be because the added contact rate like I said but then also

27:39it's uh follow-up rate so let's say you try and give them a call and you don't get through okay well instead of giving them a call the day they become a lead and then another one two days later and then the next morning you send them an email and then you just give up instead of doing that how about you try and call them every day twice a day for 14 days after they become a lead and then also sending Anil emails and also sending SMS messages and just doing everything you can to get in touch with this person before you fully go done and if they

28:05message you back and they go just stop calling me this is annoying great you know you've done your job and you've had aggressive enough lead followup now I can think of numerous cases where we have advised clients to do this and they haven't taken it to be fair but I can think of numerous cases where we advised clients to do this and they have taken that advice and there you know you know I gave the previous example where they want to improve their overall uh return on marketing from a 4 to one to a 5 to1 and by just implementing those changes to lead followup exceptional lead

28:34followup they've gotten three times the revenue from the same amount of leads being generated so instead of going from a 4 to1 to a 5 to1 by getting that their cost per lead down a little bit they've gone from a 4:1 in in uh return on marketing to a 12 to1 in return on marketing with no more leads generated and the leads costing the same amount which is just business changing in in a massive way and again also if you're now operating at a 12:1 you know what else you can do you can go you can say to your agency they can come back and say

29:04to us you know what because we now make three times as much on average per lead because we get in contact with so many more leads not to mention that you might be able to put your price and all those other things but just getting in touch with that many more leads makes that difference we can actually now afford to pay 25 30$ 35 $40 a lead which means by the way instead of spending $10,000 a month we'd like to spend $100,000 a month next month and massively scale you might not be able to do it that quickly because you need capacity but you see what I mean you could spend way more and

29:30scale way more because you can afford to pay that much more from a lead not because of anything to do with your ad campaigns not even because of anything to do with your service or improving it or reducing churn or anything like that just because you are getting in touch with a much larger percentage of your of your leads and you're doing so that much quicker when they're that much Keener so you get the conversion rate up so much more if you think about the average business running Facebook and Instagram ads the leads they generate one of the absolute biggest drop offs is just going to be getting the lead someone's become

30:02a lead getting them to take the next step whether that's becoming a lead via your website or using an instant form it's just like can we just get in touch with them so that we can move them to the very next step not become a customer just get them there and if you think about you know the flow of your sales funnel that's going to be a huge drop off and therefore a huge uh potential for opportunity and and and the end of this point was your competitors aren't doing it so it gives you massive competitive Advantage if you get three times the Reven per lead because you

30:29contact them at a much higher contact rate you achieve a much higher contract rate and your competitors aren't doing it they're scrambling around for $12 leads and you can pay $30 leads and you just blow them out the water you're like Facebook ads cost has gone up 15% this year and what who cares I can afford to pay this I can spend way more competitors are nowhere near me because we have the best uh sales team in place they are super on it with with followup that's really important to our business and it's been a game changer there are only two Facebook ad metrics that really

31:00matter cost per conversion or Ras and most businesses only want to focus on one of them it's going to depend on your business so if for example you are an e-commerce business and you are able to track pretty precisely using something like Shopify the average order values that are going through you can look at your Ros number and you can use that to make decisions and work out if ads are working if the overall campaign's working if there's been an improvement or drop from results things like that if you are generating leads you'd be looking at your your cost per lead or if you're you're going for some other sort

31:32of conversion but you can't track eventual purchases like you're running uh ads to a webinar opin and then you know you don't have the data set up to be able to fully track when someone becomes let's say a client later down the line then you'd want to look cost per conversion but that really is all I would like you to look at it's so easy to get lost in CTR and cpms and going well hang on this ad's got a better CTR than this one uh but this one's got a better CPN uh this one's got a better engagement rate this one's got a higher quality ranking this

32:02one's got d d d the the return on ad spend all the cost per conversion metric whichever one is most uh suitable to your business it basically encompasses everything that's important to your business and the success of your Facebook and instram AD campaigns and is absolutely what you should be basing decisions around I don't care if ad a has a better CTR than ad B if ad B produces a better return on ad spend it just doesn't matter I don't care if ad set a has a high CPM than adet b if adet a produces a lower cost per conversion that's what really matters so just blank

32:36out all the noise and focus on what's really important and it's one of those two metrics um but that's going to vary of course depending on your business so I'm just going to pause for a quick second because I have something really really exciting to tell you about now literally the day this video is published we are launching a brand new program called Facebook ads Mastery so this is a brand new course with the community and it's all brand new material never before seen never out my YouTube channel never sold anywhere else anything like that and we've packaged everything up that me and my team used

33:06to run literally thousands of Facebook and Instagram campaigns um every year you've probably seen if you're following me either in the videos or on Instagram whatever that we're constantly putting out um results and screenshot from client ad accounts with fantastic return on ad spend numbers and we are able to produce great results and we're putting all of that into uh Facebook ad master in in this program so we are sharing the the strategies tips Tech techniques uh that we use to get those results also to train our staff like this is this is really good stuff so it comes with a school Community there's going to be

33:34tons of interaction from me and my team in there answering questions providing value information there's live calls and trainings uh so a lot of stuff coming from our end to really support people who jump on this um and help them get the best drops possible which is what we really care about um the price starts at just 97 per month we've we've never offered something um this affordable we've really priced it so that beginner Facebook Advertiser can use it although we've got it in things in there from beginner all the way through right through to uh to Advanced it's literally the day that this video is published is

34:05when this is going live very very exciting uh so if you're interested there is a link in the description you can click on that find out bit information and hopefully I see you on the inside okay so next Facebook ads truth you should base optimization decisions using conversion volume not time what I mean by an optimization decision is let's say you've got multiple ads running and you are trying to decide do I turn certain ads off uh do I keep them running do I test new things do I change this ad set do I adjust strategy it's it's something when something's already live you already got

34:37campaigns adsets ads live and you're deciding do I turn them off do I change them those are optimization decisions and you should use conversion volume. time now one of the most common questions that I get asked all the time is after I launch a new ad how long should I wait before I decide if the ad is successful or not now time is not a good yard stick to use it's not a good a good measuring um window you're much better off using conversion volume because let's say I was to give you an advice of 7 Days launch an ad after 7 Days set the results What if after 7

35:13days you've got let's say three ads and between them they' generated six conversions well you haven't got enough data to make a call yet you just don't but if after 7 days you've got 6,000 conversions you probably could have made it de ision much much sooner so there are ad campaigns with really high conversion volume let's say you're generating sales or leads for relatively low price you're advertising a low ticket offer um and you're operating with a big budget you will generate enough conversions to be able to make decisions on whether or not an ad a strategy an ad set is successful sometimes within hours um and on the

35:48other end you could be generating leads or sales for something that's really high ticket the volume of conversions generating is really low perhaps you're not operating with with a large budget and it might you might launch four ads and it might take you a month to find out whether or not they're going to succeed or not sometimes even longer than that there's no rule that I can give you that is just always going to work in every scenario I think s days is a good average but as because of the reasons I just uh just described that's going to vary massively depending on your business depending on your budget

36:19and depending on your conversion volume conversion volume is the thing that really matters and now I think most meta advertisers with really benefit from taking an hour and having a little search around YouTube for um statistical significance tutorials and just familiarize yourself with the concept of statistical significance statistical significance is basically at what percentage likely heard is option A better than option b and you can there are fre online tools called statistical significance calculators and you can enter in your results for ad a and enter in your results for ad B and the statistical significance calculator will tell you with a 90% confidence with a 75% confidence ad a is going to

37:02outperform ad B and if you just play around with that and and watch future tutorials you get a sense for looking at an ad an ad account or an ad campaign and going okay it's fairly statistically significant that option A is is going to outperform option b based on the data we've already got or no actually we don't have enough data yet I see a lot of Facebook advertisers they'll ask me questions they'll show me an ad account and they'll be like one ad is got 10 conversions for $11 each and then another ad has two conversions for $18 each and they're like oh oh right the ad

37:36with 10 conversions obviously outperforms and you're like not really because if if if ad B has got two conversions for $18 each what happens if the next person that clicks purchases just think about that mathematically so $36 have been spent let's say the next click is roughly a dollar you're going to bring your cost per conversion down to 1112 if the next person who clicks the conversion and and that's probably getting a bit Massy for some but what I'm just trying to describe is that's not statistically significant that result you haven't got enough data to be able to make that call because if if you just get a couple of

38:08extra conversions in the whole picture looks very different which is why you want to wait so yeah ex extra bonus points for for checking that out okay next if you can't scale it's because your ads aren't good enough and you need to create a lot more so if you think about the way meta advertising works right you've got your overall target audience meta with its machine learning and AI systems is really good at working out who within your target audience is um are the best possible prospects so let's say your overall Market is a million people and you're spending enough to have ads be put in front of

38:4310,000 people a day 1% of the audience meta is going to find that 1% more or less and what a lot of meta advertisers will see is they're advertising spending enough to reach 10,000 people and they're getting really good results and they're cost per purchase or their Rass is fantastic and they think great if I spend 10 times as much this is amazing I'm going to get um 10 times the results and what they do is they try and scale and they see that their cost per result goes through the roof or their row ass tanks and they're like what on Earth is going on I can't scan my Facebook ad

39:14campaigns in that scenario what is likely happening is that your ad is good enough to convince that top 1% to convert the hyper responsives within your Market the people that are most keen and most into what you have to to buy sell you know offer whatever it is right and then as you try and scale meta found the top 1% and let's say you double your budget and now meta's got to put your ads in front of 20,000 people a day instead of 10,000 people a day and the next 10,000 so you got your first 10,000 you got your next 10,000 the next 10,000 are they're okay still really

39:49quite Keen to be honest they're not quite as Keen as these 10,000 but they're still pretty keen and perhaps your cost per result goes up a little bit cuz they're still decent but then you spend a bit more and you're getting to people that are still interested but a bit less and then you spend a bit more and you're getting to people that are yeah kind of interested in this but not so much and then you spend more you get people that are like I could take it or leave it you spend more you get people are like what's that so you can see what I mean by as you

40:12spend more you you're being put in front of people that are lower quality prospects now the better your ad is the better it will be able to take someone who is let's say within the top 8% of your target audience as opposed to the top 1% in terms of responsiveness and get them to convert as well so if you can't scale it's because your ads can only get the really Keen beans to convert it can't get a wider section of the audience to convert so the solution is you need much better ads and the way to resolve that is to create a lot lot more ads so let's say given the example

40:52we've talked about it's converting really well to the top 1% and let's say you've created 10 ad and one of your ads is doing all the heavy lifting it's what normally happens right one ad is going to be the best performer and that's what's um getting most of the ads spend so you've got a one in 10 ad that is good enough to produce great results from 1% of your target market to get great results from let's say 5% of your target market so to be able to five extra ad spend profitably you might need a one in 100 AD and I'm saying one in 10

41:19one in 100 is like if you created 100 ads the very best one now a one in 100 AD is better than a one in 10 ad usually right but you you need to make 100 ads to get to the point where you've got a one in 100 AD and then if you wanted to reach 10% of your target market or 20% of your target market profitably which by the way would be 20x in your budget from where you were originally so the the work is big but the opportunity here is massive uh you might need to create a thousand ads because you might need to

41:49find a one in 1,000 ad and if you create a thousand ads what happens is you will just obviously you're going to try and do as well as you can and improve on it and create the best possible ads but if nothing else you're going to stumble across a fantastic ad something that you hadn't thought about that you'd found from a competitor or you've seen another Advertiser using or something in a different industry or you you know someone in you or your team you're talking you go you know what we could try and add with this sort of format uh we've never done that before let's give

42:17it a go and you just do that enough times literally a thousand times and you will stumble across one where you're like I can't believe it this ad converts at a third of the cost in terms of cost per purchase as our previous best performer this is going to allow us to 10x our budget this is business changing so if you can't scale I would look at it for the most part assuming that you know you're not running into audience size issues like if you're you only operate in a town of 100,000 people and you can only operate there um you won't be able to scale just

42:46because of population size right in order to scale that business You' need to open like new locations or have other bases with other towns and then scale it that way but assuming that's not the issue here um it's normally because your ads just aren't good enough no matter how good you think they are they just aren't good enough and if you create loads loads loads more you're likely to find those absolute gems that that can change everything don't fight the tide I think it's a really good idea for meta advertisers to work out when in the year is peak season and when in the year is

43:18not and adjust their ad spend accordingly I understand the impulse for people to say my sales are are great in Q4 and they're great in Q2 but q1 and Q3 are terrible I mean you know I'm not sure how many businesses actually that would actually be true with but let's say that's the case I really want to find a way to generate more sales in q1 and Q3 cuz those are the the bad parts of the year for us and honestly I feel like that's fighting the tide if your sales are great in Q4 and they're great in Q2 as well that's probably there's probably reasons for it it could be

43:53seasonal to do with weather um it could be you know let's say chocolate for example is going to sell really well for Christmas Valentine's and Easter right those are going to be your best times of the year I would go with the tide instead of trying to fight it if yes you could probably do things to improve your number of sales you generate or your Rass during the bad times but you know what it's probably better you're probably better off just spending a lot less during the times that aren't as good and spending a lot more during the times that are AR really good and if you

44:23take a longer term view of things if you assess your turn on ad spend annual results over a year as opposed to just like individual chunks of time and I've given quarters there but sometimes people be look into this in you know shorter time frames than that um I think you'd be net much better off there's probably underlying reasons why there's big seasonality and fighting those is not resources well spent so for us as a marketing agency for example we know that the quietest time of year for us is December when it comes to new clients now that might seem weird because we're obviously advertising a lot of Christmas

44:58campaigns and we are but all the Christmas campaigns those clients come on board August September October maybe the real late ones might be November where they're like we need a campaign last minute um and and and and we have those but most of them it's it's earlier than that so we've got all those in place and running long before December um so we're not creating we we we we sign fewer clients during December than any other time of the year uh new ones um we've obviously got a lot of campaigns that we're servicing and we just know that that's the case like that's just is what it is so if if like

45:30people on our sales team want to take time off December is a great month you know we don't always just keep them to that but you know what I mean like there are things we can then prepare our business around we know that because we're not having new client signups um there's like be a revenue dip during December that'll pick back up again in January um we January we know is a great month because a lot of people if they're thinking about starting a new Facebook ad campaign if they're not taking advantage of the holiday season they will in November December they will often say oh let's get it started in

45:56January so January is a great time time of year for us um there's less Advertiser activity as well so cpm's often cheap which means we can get great results often for a lot of businesses during that time of the year so we know that in our business and we're not trying to fight it we also see a bit of a dip during sort of July August when a lot of people are away on vacation again for same reasons not as significant but it happens so we just know that and we plan accordingly so we're going to put more effort into our marketing during the months that are great um spend less on

46:26say targeting my audience to get clients and things like that during the months that aren't brand is the greatest Facebook ad hack by far hacks like we tweaked a setting and it changed it 10x our results just aren't really true anymore the one that is true the hack that is true is brand brand is so powerful so I think we need to I need to quickly Define brand and then and then and then explain how you can actually use this and how it can impact your results so brand is simply the association that your prospects make with you or your company positive or negative that's what your brand is if

47:07you have a very positive firstly if you're known or you or your business is known or someone associated with your business is known and it's a positive Association that is the single biggest lever that I could ever think anyone with Facebook ads could pull that could massively massively improve results so we've been fortunate enough to work on some client campaigns where a major celebrity is um a part owner of the business and I I can't talk about the specifics because these are all ndas and things like that but we've run so many campaigns now that we often have quite comparable results so like if we're entering into an

47:46industry would be like well actually we worked with two other clients in this exact space or very similar spaces we know that the average cost per purchase or Ras is going to be a 4: one um if if the campaigns are performing ing well in within this industry we have those sort of benchmarks now and then we we had examples I can think of three of top of my head where major celebrity has been involved in the business they've been the ones to put together all they've been involved in all the ad creative like they're featured they're promoting it all that sort of stuff and instead of

48:15the 4 to1 average we could see a 10 to1 a 12 to1 row ass with like basically the same but just that person being involved and it is so so valuable to be able to um to leverage that brand I've seen that personally and if you follow my content you've probably seen the benefit that me or just think about the people in marketing and business that you follow right how beneficial do you think their personal or company brand is to the results of their business so like when I first started my agency I I would I would do well if I would get one or two

48:49new leads for clients a month when I started it eight nine years ago and I was doing all these things like networking meetings and I was I was running my own ads and like struggling to get things to work right when I didn't know what I was doing in the beginning now because of the personal brand I have about 800,000 followers subscribers across channels we generate something like 12 leads a day for done for you agency services and we have a whole team of you know 50 plus people to be able to service that sort of obviously we only work with a relatively small fraction because there's a lot

49:20that don't need the criteria but like to be able to service all these clients things like that that's based on my personal brand now obviously all the ads that we run as a business to get clients for agency they all feature me because I'm the influencer that impacts uh uh um impacts those results so brand is so so so powerful there are tons of examples think of the rock with um his tequila business I can't remember the name of it now but that thing's worth billions simply because he's endorsing it like how do you think that business would be without him it wouldn't be like half as big it

49:54would be a millionth as big might not even exist at all think of the brands that the Kardashians have have um created and promoted and think of how big some of those those companies are like the impact there is absolutely enormous okay so what does that mean how how is how is this useful information for you as of Facebook Advertiser there are two ways that you can use brand to massively improve your Facebook ad results you can spend a lot of time and money building one and that could be either you personally or your business and how do you do that think about how I did mine right I created loads and loads

50:27of content provided as much value as I possibly could for years and years and years helped a lot of people and that's absolutely viable and absolutely something you can do and over the long run will be massively beneficial or you can look to leverage other people's already established Brands and save yourself a lot of time now to work with the people that have that they're going to want a lot for that because they've spent the years it's like if someone else wanted to come along and leverage my personal brand and do like a joint venture on something it's like they've got a really offer something attractive

50:58because they're taking advantage of the 8 years and the literally I was going to say hundreds of thousands of dollars it probably is in the low millions that I've spent on all the content and everything like that that's that's been created during that time period I mean thousands of videos money on video editors and equipment and all this sort of stuff right like hu like they're leveraging all of that that time and that money spent so they have to come with something really attractive but you can do that so how could you go about doing that you can hire influencers literally to record your video ads for

51:28you that would probably be like the quickest easiest way to get started with something like this you could test a bunch of influencers find um the ones that work for you and influencers will have a rate for stuff like that they'd be like I'm going to send you a product please use it and I'll pay you $1,000 $2,000 to create a couple of video ads that we can then use ourselves really important by the way if you to work with influencers like that you do get them to record your ads not just post about it themselves organically on their platform cuz we know like let's say it's going to

51:55be an Instagram post well people are going to see that for what 24 hours and then it's gone it's done whereas if you get them to record an ad and they're a name you can then use that ad yourself and run that for weeks months years um and and leverage their brand within your ad for for that extended time Horizon so so that's like the quickest and easiest way or you could go all the way to the other end and fully partner with someone and and there's sort of there's sort of everything in between there um i' I've seen businesses start with what I recommended you find some influencers

52:25you reach out you get them to you might try and work with five different influencers you get them to promote your stuff you find that one just absolutely crushes it and maybe you you work with them on an ongoing basis and at some point they become part of the business and um and that's beneficial for for all parties but if you don't want to build your own brand you don't want to spend the time resources on doing that that is something I would absolutely recommend Facebook advertisers use and the first option of just getting influencers to create your ads for you that's a no-brainer for a lot of

52:55businesses you also got to think yeah you're going to have to pay their money to do that but a most influencers most people with a personal brand are good on camera because it's literally what they do so it's like the quality of the creative is going to be good and secondly it's not going to cost very much because it not going to take them very long usually just record a few videos using the product telling how great it is that's that's quite quick and easy and thirdly if they're doing that for you you're saving on the cost of producing the creative yourself so it's like okay we have to pay someone a

53:25couple thousand yeah but we didn't have to hire the videographer that cost 1,200 anyway so that's a real top tip and I just wanted to absolutely Ram home the importance of brand don't train for a marathon by swimming lengths that might sound quite confusing and you think hang on I thought it was a Facebook ads video while you're talking about you know exercise when people first create a Facebook ad account often and they have been told this by many sources often they think well I can't run a sales campaign I can't run a leads campaign I need to run a traffic campaign because my account doesn't know how to generate

53:59conversions yet in my opinion that is bad advice that is like taking someone who doesn't run and training them for a marathon by getting them to swim because if you run a traffic campaign what's a traffic campaign going to get you clicks some might convert but you're much better off going for what you actually want now the reason why people don't do that the reason why people don't run a sales campaign or a leads campaign is that when they do they don't get many sales or leads but you just have to go through that you would probably get less fact you will certainly get less if you

54:27run a traffic campaign during the equivalent time frame um just like if you take someone doesn't run at all and you want to train them for a marathon when they first start running they're going to be rubbish and they're not going to be able to run very far and they're not going to be able to run very fast but they have to go through that to get better it is not a complete waste of time to get in the pool and swim but it's not the best use of time is it and it's exactly the same with Facebook ad campaigns it's not a waste of time to

54:52run traffic campaigns a waste of budget but You' be much better off just running the conversion camp campaign the sales campaign the lead campaign instead and just going for actually what you want and just accept the fact that it's not going perform very well now the reason unfortunately why this is recommended by people including meta reps which I I don't really like but they do do that is if you run a traffic campaign and you're optimizing for link clicks or landing page views in the result column you're going to see a bunch of stuff and it's just a simple little psychological trick where you go hey I generated 112 clicks

55:26my campaign is doing something whereas if you generated you know you might have generated 112 clicks but only three purchases whereas if you run the same conversion campaign it might do better during that time period I bet it will let's say it produces five purchases but in the result column you spent a bunch of money and you get five purchases five five in the result column I'd much rather see 112 but that is misleading so it's it's analogy I've used quite a lot don't train for Marathon by swimming lengths um but I think it helps explain the logic as to I don't like using traffic campaigns for a new ad account

55:59um you just have to accept that new ad accounts don't perform as well as experienced ones because they don't have the conversion data meta's machine learning processes aren't trained up on it yet but you can get them there spending 10% of your meta ad Budget on ad creative is highly likely to be net Roi positive it's very common for meta advertisers to put basically all of their budget into the ad spend produce some fairly average looking creatives on canva um or purpose something that just isn't fit for purpose they a creative asset they already have and throw it out there and just spend a load on ads if

56:32you just took 10% of that budget so let's say you're spending $110,000 a month right on ads and you take 10% of that budget so $1,000 and you hire a photographer or a videographer or a video editor I bet that if you know hire a good one um if what they produce is quality that will result in a much greater Improvement on platform than the 10% extra so if you think about like okay you're spending 10% Less on ads so the ads need to generate a 10% better return on ad spend in order to justify the cost of the creative so if your Ro I is 2 it needs to go to a 2.2 with the

57:09new creative um in order for that to work out it almost certainly will if the if the creative is good right so if you massively improve your creative and you're at a 2X rows now you could easily go to a 3X rows or a 4X rows or more sometimes depending on the you know the Improvement on the on the creative side of things and this works at lower budget as well right so if you're spending $500 a month you could spend 10% of that $50 and hire a video editor on upwork or Fiverr who could probably take your boring static product images and turn them into something a bit more

57:42interesting and that could easily significant improve your results so I've already talked about doing that with influencers you can hire creative professionals instead depending on the strategy or as well as um I just think changing the mindset shift of like just put as much money into the ad it's like okay first let's sharpen the axe before we chop down the tree and let's spend a bit more time on that Facebook ads tracking is not perfect learn to live with it so we talked before about Facebook and Instagram ad data being modeled even aside from the modeling which improves over time it's still not perfect you're not going to get exact

58:16matches um I've seen so many advertisers twisting themselves in knots trying to get it perfect and spending a lot of time and resources and it's just not worth it and one of the biggest ways this presents itself is when meta advertisers are looking at Google analytics versus at the data within a Facebook ad account and they're going hang on these things are really different and I'll explain one of the major reasons why those are often really different Facebook will count a conversion if they have had a part in that conversion taking place within the attribution window so the default attribution of window is 7-Day click one day

58:53view if someone has clicked on a Facebook ad and then converts within seven days or seen a Facebook ad without clicking and then converts within a day uh meta will say and they're able to track that of course meta will say well hey we got a conversion now Google analytics might disagree and here's why let's imagine this scenario right someone gets presented with a Facebook ad on Monday they click on it they come through to the website looks interesting but don't do anything then they remember the brand name they Google it on Wednesday because I'm going to check that out again okay um they're on the

59:24website checking things out oh they can see there's a little 10% discount if you sign up for the newsletter right great okay sign up for the newsletter then they get an email over the next 3 days um and the email that they receive on what day we're at now Saturday gets them to purchase which marketing channel generated that purchase was it the Facebook ad was it the organic search on Google or was it the email marketing now Google analytics will use last touch attributions so what was the last thing they interacted on um got the conversion so in that case it would be the email marketing is what Google analytics is

59:57going to say generated that conversion but you and I both know that in that scenario the Facebook ad was really important that's what introduced the person to the brand in the first place now that's not always going to happen sometimes it will be something else you know could be a Google ad followed by a Facebook ad or or whatever followed by an email like there's different orders in that but that's why there's often a big discrepancy people say oh met is over reporting it's like well no that're they're counting all the conversions that they've had a hand in you're trying to attribute each conversion 100% to

1:00:23each platform and that's just that's just nonsense like again I know that with the clients we generate an agency a lot of them will watch my YouTube videos they will follow me on Instagram they will be on my uh email list they will see retargeting ads on on Facebook and Instagram they might see retargeting ads on Google as well it's like what what got the all of it all of it got the sale all of it was what required to get the sale over the line um so yeah so that's normally the big discrepancy and just don't worry about it too much by thinking well hang on how

1:00:51can I worry about it I need accurate data to be able to make decisions you actually don't so the first thing I'd say is you can look at relative performance so let's say you accept that your data is not perfect you want to make it accurate as much accurate as you can with reasonable steps so get the face pixel installed get the conversions API installed easy steps to take no brainers um you could even use programs like hyos if you're operating with a larger budget just quality software that will help with tracking accuracy but let's say you don't do that if ad a is producing a row ass that's 20% better

1:01:24than ad B those two bands are likely to both be inaccurate by a similar degree so you can still look at relative forance still go well okay ad a is telling me that it's cost per purchas is $12 that might not be quite true might be a bit different to that either way but we know it's better than ad B so we can turn off ad B and we can run with ad a and we can test a new ad test against ad a you can still make optimization decisions based on relative performance and then you can assess your overall uh return on marketing not just a specific

1:01:53Channel if you've got lots of different channels running and you know that people having lots of different touch points to get a more accurate picture of how things are performing and that does require you to take a longer time Horizon View with a lot of stuff which you'll see is a common theme in the things that I am um recommending so we already touched on this a little bit but Facebook ad campaigns get more expensive as you scale so I talked about the the the audiences meta findes the top 1% then the next 1% then the next you know what I mean the more more you spend

1:02:21you're like okay spend enough to put my ads in front of 100,000 people a day instead of 10,000 people a day well a lot of that 100,000 aren't going to be as Keen as a 10,000 so Facebook has get more expensive as you scale you need to plan with that in mind so if you're acceptable maximum cost per purchase is $20 and you're currently at $19 and you're thinking well hey I'm I'm profitable if you try and scale that campaign you're going to go over the $20 if you you you want to make sure there's a nice buffer for you to be able to scale we talked about all different ways

1:02:49to do that increasing lifetime customer value might mean you could change that 20 number creating a th000 ads or 100 ads so that you get the one that produces a much better result is a good way to do it um but yeah that's an important Point 30 minutes in The Meta ads Library can save you years of testing and a boatload of cash so the meta ads Library if anyone isn't familiar I'll include a link in the video description because I've got videos um on this is a place where you can see the ads that other meta advertisers are running very simply you can see the exact ad the copy the

1:03:22creative how many ads they're running you can see when the ad was first launch explain why that's uh important in a second um and this is obviously a really valuable resource so so I said 30 minutes taking a look at some competitors even taking a look at some industries that are sort of tangential to your industry so they're somewhat linked but not exactly the same can be really good because there might be someone doing something over there that's different that looks great that you could bring over and give you a competitive Advantage if you've got bigger players within your industry that you know have spent a lot of money

1:03:55resources time on their meta ads and you look at their ads and they've all got like some similarities like they're all a certain video length or they're all images or they're all carousels you're thinking they might have worked out that that's the best format I should just start there because I can save myself a lot of testing or they might have worked out oh ugc Style videos work really well okay interesting I'll get some of those made and I'll do the same thing myself um you could say yourself honestly years of testing and a whole bunch of money doing that now one of the things to

1:04:23watch out for when you do use the The Meta ads Library in The Meta ads Library you can see ads that are currently active from all advertisers you can also see ads that were active previously but have been turned off if they were either with in the EU as of the time recording these rules might change it might become ubiquitous elsewhere or if they're within a special ad category housing credit uh employment uh social issues politics Etc but if an ad's let's say you're not within a special ad category and you can see your competitor's been running an ad for the last 3 months or 6 months or 9

1:04:53months or longer what's the percentage chance do you think that that ad's performing well like if they've been running it more than six months it's obviously performing well right like it has to be there there's just no way um it won't be because they wouldn't keep running it who wants to lose money so you can start by modeling from those ones the ads that have been going a long time as opposed to the ads they launched last week um so ju just a bit of competitive analysis could just it could help point you in a direction now you still might decide later on to test other stuff particularly if you're new

1:05:22going right there's probably a reason why my competitors are doing it this way this ad has been running 9 months it's it's it must be doing well it's been running six month it must be doing well let's produce some stuff that's really similar to this and see how it does and you can also do that if you been running ads a while but haven't been through that exercise in a while go and do that you might find some inspiration it might make a huge difference um to your result results meta has been using AI to advertise for years advertisers should use new AI tools they're not going to be

1:05:52replaced by them a lot of advertisers are wondering about the future of metad and AI right is it going to stop what we're doing is it going to completely replace us is it going to just be like you give meta your business and they just work it all out maybe at some point but not anytime soon AI has been used in how meta runs their ad campaigns forever it's software it's machine learning it's processes that allow meta ad campaigns to optimize that's why we're able to use a a sales campaign as opposed to a traffic campaign because meta's AI is going to work out how to get you more

1:06:25sales it's going to use all the data all the inputs and and use algorithms to to to work it out um so I I think that there's a lot of misconceptions around Ai and meta advertising I think that the the way we should be thinking about it is when new tools come out I'm going to use them they're going to help me produce creative quicker and easier they're going to help me produce um ad copy quicker and easier and better great I'm going take advantage of this but it's not something that's going to you know make advertisers obsolete within the next 2 years like some people predicting

1:06:56I I cannot see that happening if in doubt keep it simple now I've seen more Facebook ad accounts suffer from being too complex than I have from being too simple this often happens when advertisers been running ads for a little while and they're testing things and adding and they think I've got a sales campaign maybe I should try Advantage Plus shopping so I'll add that in and oh I haven't tested Dynamic creative yet let's add in a new ad set and and there's just so many so much going on in so many different variables um that people are testing that it just confuses uh Messa algorithm and doesn't

1:07:29allow them to optimize properly so if if you're in that sort of scenario and you've seen results drop off you just feel like things aren't working as well as they used to one of the best ways to address that is simply to uh turn everything off create one campaign focusing on your best possible promotion and it will probably produce the best particularly if you use ads that have performed well previously and you're sort of reusing um those it's something that that we do a lot of AD accounts that just become too complicated and just need pairing back to something that's uh that's a lot more simple I

1:07:59also think it helps Focus the advertisers mind as well so instead of you being a little bit focused on this type of campaign a little bit on this campaign a little bit on this campaign it's like no no no we're running this one promotion let's make sure um it's an absolute Banger okay so I think that's a that's just a a simple tip that can help d-stress a Facebook ad account and improve your results okay after you create a new Facebook ad campaign go for a nice long walk this is similar to what we talked about earlier with not using daily results um or realtime data but I

1:08:28do think it is absolutely a good idea for Facebook advertisers to make sure that after they launch a new campaign they're doing something completely different um you want to refresh you're going to be tempted to be in there tweaking and testing and fiddling with this and filling with that it's just not a good idea to be doing that sort of stuff if you're in the learning phase it's not going to help your performance it's almost certainly going to hurt it so most of the time you want to set a campaign and go do something else that's going to distract you and and come back to it later it's kind kind of the same

1:08:55as like if you wanted to lose weight you shouldn't have unhealthy food in the house because then it's like constantly tempting you and you want it and it's difficult to say no whereas if it's not there it's not there kind of a similar logic right get the campaign live and then go for a nice long walk or whatever it is that you like doing or other work that's going to occupy you mentally go and get that done um as opposed to just obsessing over the new ad Campaign which I know is very easy to and it's easy for me to say that but difficult for you to

1:09:23implement it so set yourself up for success and change your environment or or make sure you've got something that's going to that's going to occupy you I think that's a good idea Facebook and Instagram followers are vanity metrics but sometimes that matters okay so running ad campaigns to get more followers on Facebook or Instagram is something that we've done more than I think many people would expect they don't really help that much in terms of then being able to Market more on Instagram than on Facebook because you have better organic reach so there is some value but it's not normally going to be a best bang for bu like if you're

1:09:52like I'm going to run a campaign to get Instagram followers to then sell to them you're normally better off just selling to them but sometimes you need the vanity metric because of whose vanity you are appealing to a lot of businesses their prospects want to work with a business that they see as more established more reputable um sometimes more flashy depending on the industry and if you have larger followings that's going to help with those things and you know I've talked about it being that's appealing to your prospect's vanity that's probably a little bit too cynical sometimes it is if you're like positioning yourself as a very flashy

1:10:27high-end luxury company sometimes it is appealing to their vanity but other times it is you know it's an important thing to the business and they just want the proof that you know what you're doing and they want you to look credible and established and things like that well if they come through to your Facebook page and you have 45 followers you don't look like much of an established business and if you're selling something that requires quite a bit of trust that might be a sticking point but if you have 45,000 followers when they come through or even 4 and a half thousand followers that's going to

1:10:54look aot better and that and that might help you make the sale again it's going to depend on your business a lot more if you're selling a low e-commerce product it's less important than if you're selling I don't know um insurance or financial services right where people really want to work with very established um companies because they want that trust Factor but definitely something to think about okay if people can buy similar products to yours from Amazon for Less your campaigns will not work you have to remember your advertising in a competitive landscape and you're advertising to real people who are going to make logical decisions

1:11:31if they can see your and pop up and be like oh I haven't thought of buying a product like that before this looks fantastic I'd be really interested uh I think that would suit my needs uh really well let me just quickly check on Amazon oh oh they sell these on Amazon and they deliver next day or same day oh when it's 20% less than what this ad was for they're going to buy that this is becoming more and more important as people become more Tech literate like older and older people are happier doing things um along those lines and and there's just a huge um trust factor from

1:11:59Amazon so you just have to remember that you're you're not advertising a lot of people think of Facebook ads as a video game where they're advertising to NPCs no you're advertising to real people that will make logical decisions they will check these things out they will try to um make like do the best thing for them and that might well be not buying from you so I think what's really important is that you differentiate yourself somehow now you can do that with brand we've already discussed that you can also do that by genuinely having a product that is better in some way has new features has has a differentiating

1:12:29factor so people can't just go to Amazon and buy it for 20% less there's a real problem with Drop Shipping a lot of drop shippers are selling the exact same product often using the exact same creative as other people and it's like that's just a race to the bottom on price it's probably on Amazon for less it's just almost impossible to make that work um now you could make a business work that uses the Drop Shipping model as in you don't hold the stock it gets delivered directly like that can work but just in terms of you selling a commoditized product that's exactly the same as hundreds if not thousands of

1:13:00other people and it's Cost Less on Amazon that's not going to work you need to find a way a way around that not unless you have a huge brand to promote it and even then that's even with even with that brand power which is the ultimate Facebook ads hack the success you see is probably still going to be shortlived um so yeah very very important okay there is no onesize fits all when it comes to Facebook and Instagram advertising I create a lot of content and one of the things I often struggle with is giving people advice and trying to make sure I get all the

1:13:34caveats and nuances in of like if you have this type of business you need this if you have this type of business you need this so whenever you're consuming content and you hear about a strategy you always have to ask yourself is this going to work for my business because the way you sell a $50,000 service is very different to how you sell a $15 e-commerce product very very different and it's very easy to hear about strategies that work it could be from my content or elsewhere and think that's going to work for my business I'm going to go ahead and implement it and then you do it it doesn't work and you think

1:14:03oh yeah but my friend used this and it works so well for them why why is it not working for me maybe they have a very different business so be very clear on that when you're consuming advice and when you're going through things and and and implementing various things you might have seen or heard elsewhere being like okay but will that work for my but yes no that will that won't but that will and I try to be very clear on my content like this for this and I've been doing it in this video this will work for this type of business this will work for this type of business um and you

1:14:29have to to put it through that lens I think that's one of the advantages that I have as the owner of a meta ads agency that works with tons and tons and tons of clients and we're not industry specific we're across the board is that we get so many looks and there's all sorts scenarios where we still get surprised where we're like huh this business is really doing better with this setup that's funny because with a very similar business we were using this setup and that worked better cuz we tested it but this one's slight there's a new one in this market that means this is slightly different okay we need this

1:14:58type of this ad creative format okay I didn't think that would work here right okay now sometimes we know we can predict but not always so I think that's something you need to be aware of and it's it can be um very very important okay next you can't outsmart meta it's becoming more and more important to trust the algorithm and not try to find a silly little hack like oh instead of running a leads campaign generate leads I'm going to run an awareness campaign with a fancy call to action that's going to get people take or I'm going to run engagement instead because that's going to get lots of

1:15:33Engagement it's going to drive down my CPM that's going to get lead no if you want leads go for leads if you want sales go for sales if you want awareness go for awareness if you want engagement go for engage like don't try and outsmart the algorithm meta is not trying to trick you they're trying to get you as best drops possible because guess what meta makes the most amount of money from advertisers if someone starts advertising on the platform and they get great results and then they stay and they spend more So Meta is absolutely incentivized to get us results so go with not all and I'll explain a bit more

1:16:02about this in a minute not all but most of their recommendations and don't try and circumnavigate what they recommend with a lot of the setting like the default position for Facebook Advertiser should be to go with what meta recommends on on most things and then there are a few small nuances that I'll I'll explain later but most of the time that's what you want to do I see a lot of advertisers still trying to outsmart outsmart the algorithm or trick the algorithm it's like no it's not the right way to go and even if you did somehow fluke something that worked it almost certainly won't work for very

1:16:35long because these things are constantly being changed whereas if you just go for what you really want and matters trying to constantly improve their systems to get people what they really want then it's pretty straightforward and you are likely to get the results that you want more than with any other setup over the long run okay your product service might just not be good enough it's not something that any business owner wants to hear and when I've had to give this specific advice directly to people it is awkward and uncomfortable but I always try and make myself do it because it is what they often need to hear sometimes you

1:17:13think your product or service is great and it just isn't there's just not that much demand for it if you've been putting tons of resources into creating better ads you've been trying everything you can and you're not getting any Improvement don't discount the idea that maybe my product maybe what I'm offering is just not good enough maybe they can get cheaper on Amazon or or whatever or maybe there just isn't as much demand maybe we need to assess this element it's probably the last element that business owners want to assess because they'd much rather it was one of the other things that was getting in the way

1:17:48right they'd much rather it was a targeting setting or or even ad created because it's much easier to fix than cing up the whole new product and we do this a lot with with clients where we launch new products for them like particular big bigger businesses they'll get a marketing agency like us on board to launch a whole new product range they've never been advertised before and often they do really well which is great but sometimes they just completely flop and it's like there's just not the demand for this like the company who specializes in this thing made this product range they thought it was going

1:18:14to work really well looked all good to us as a marketing agency we thought it was going to work well and it just didn't there were there were things we didn't predict and for some reason or another this hasn't lasted back to drawing board we need to change our product change our service don't completely ignore that fact because that might be the answer that you're really looking for that you really need um to get great results if you advertise on meta for long enough your ad account will be disabled that should not be true but unfortunately is it's probably the weakest area of meta advertising is that

1:18:45ad accounts get disabled when they shouldn't be it's incredibly frustrating it could be because you had ads incorrectly disapproved it could be because someone hacks into your ad account these things happen um you can you should actually take all the steps you can do to avoid that by the way um like turn on two Factor authentification and use an authenticated app as opposed to um SMS uh message to um a text message to be able to get in uh so these things really do help but you still might get hacked unfortunately um and even if not you still might have ads incorrectly disapproved which might lead

1:19:18to an ad account disabling the biggest piece of advice I can have around this is just don't let it stress you out too much and don't obsess over it don't worry about it overly in advance and if it does happen it's not the end of the world just basically like just just calm just take the stress out of that sort of situation because I've seen so many people absolutely Panic firstly if it has been disabled incorrectly you can normally get in touch with meta and normally get it back pretty quickly secondly worst case scenario that doesn't happen or you have broken the rules perhaps without realizing it and

1:19:49you're like ah they're not going to give it back you can create another one yes you're going to lose some conversion data is that ideal no is that the end of the world does that mean you can't advertise no you can probably make up for the fact that you've got a new ad account versus an experienced ad account by improving your lifetime customer value by 20% what we started this whole video with right so um so yeah it's just something that we have to live with as meta advertisers there are obviously steps you can take try and make sure you don't get hacked try obviously not to

1:20:16break the rules um if you get offered a meta rep take the call don't necessarily use their advice but you have a contact that you can contact in case R into issues meta do have chat support available for businesses over that are advertising over a certain amount it's like paying taxes right you just no one wants to do it but if you want to operate a business it's going to have to happen um so just something you got to live with okay Facebook ad budget should have nothing to do with audience size it should be to do with based on the needs of the business so a lot of people will

1:20:48be like Oh I'm only advertising to 20,000 people 50,000 people cuz I'm only spending this amount no no no it's not how it works just just decouple that link you can advertise to 100 million people with 10 $10 a day no problem you can advertise to 100 million people with $100,000 a day no problem like it's not linked to audience size your your budget should be based around what the needs of the business are so what I'd normally recommend let's say for a starting budget is you want to find the sweet stop between it's an amount of money that you can afford to lose so let's say

1:21:20you can afford to lose $10 a day and it's not going to put you in any Financial difficulty or your business fan difficulty then that's a good starting point if you can afford to lose $1,000 a day bigger business and the same situation applies then great but you don't want it such a small amount that it doesn't mean anything so there's normally that sweet spot where you're like I can afford to lose this but it sting a little it'd be a bit annoying like I wouldn't want it because you don't want it to be so little that you're just like oh whatever that just runs in the background I don't care it

1:21:45loses money you're not as engaged it's normally a sweet spot so you want to start there get to the point where your campaigns are performing well they're nice and profitable and and then look to scale um from there basically that's going to be a very different amount from different businesses there are businesses that will start their very first day Facebook advertising with $10,000 a day because anything less would just be utterly meaningless and what's the point we we spoke to companies before where they're like look if we don't generate a million dollars in Revenue a month from this it's just there's no point even having a

1:22:16conversation you're like okay right that's that's a different ball game to a lot of smaller businesses so that's going to massively depend it could be really small and and and that's fine so just decouple it from audience size and think about it according to your business needs is how it works right I think the link between audience size comes in because a lot of traditional marketing work that way if you're advertising in a newspaper it's like you pay for a certain amount of distribution or TV ads like you pay for a certain amount of geographical areas you're like if you want to reach this many people

1:22:42it's this much you want to reach this many people it's this much that's not how it works with with meta ads nothing allows a business to scale faster than ads that strike gold I think this is really important for Facebook advertisers to be aware of because it is it's always good to know what the prize is I've recommended things that take a lot of time and effort in this video in some cases building a brand took me 89 years partnering with influencers um creating a thousand ads this is a lot of time effort money resources Etc the potential reward is enormous and it's really important to

1:23:14remember that I have seen businesses be utterly transformed 10x or more in a year because of one ad that cut their cost per conversion massively more than half that allowed them to spend 10 times as much that allowed them to acquire so many more customers that they just exploded it is absolutely possible with the right ad and right ad campaign to do that it's one of the reasons by the way if you've wondered why Tech startups always raise so much money you ever thought like why are they like they're in a seed round or whatever series a and they've just raised another $100 million if you know

1:23:52any details of these Tech startups they're only pretty lean in terms of headcount like that money isn't normally spent that much on team they're not they're not like a service business that's building out hundreds of thousands of people and that costs a lot of money obviously some of that money is going to be spent on those things but a ton of that money when they're raising crazy money is for marketing it's for advertising because they know that if they throw an enormous amount of money at advertising to get people to see their thing it's going to get so many users it's going to allow the business

1:24:23to grow much much much faster because of the enormous exposure that they that they can get now often they're going to do that running a loss for for a long long time and they don't care and that's why they're raising money Most B people watching this won't be in a position to do that so you need to ad this going to perform really well to be able to do that but that that's why they're doing that because they know the power of you know if we Chuck 50 million this year at ads across various uh digital platforms um yeah we're going to get tons and tons

1:24:50and tons and tons of users from that and provided the product is good enough to keep them that make our business worth um a whole lot that's why um they're doing that so just something to think about you might not be able to do that from a uh raising capital and then running out a loss but if you do get the ads right your business can absolutely take off right bit of a funny one the next one the Facebook ads platform is dying has always been dying will always be dying now obviously I'm saying that sarcastically but since I started running ads 11 years ago there have been

1:25:20comments on within the industry on posts on videos people interacting saying Facebook ads is dead Facebook ads is dying it has always been the case it was dying in 2014 it was dying in 2015 it was dying in 2016 even though those were like absolute explosion years um it's all a load of nonsense Facebook ads or meta ads I should say will only cease to be valuable to advertisers if the users leave it doesn't matter if meta has gotten rid of some targeting options or they've tweaked their algorithm or any of that it will only lose value if the users go because whilst there are loads

1:25:52of users there that's what we want we want to be able to put our ads in front of users it's more about them than is about some mythical platform now if the users start leaving then that's a different discussion but you can look at the latest data from meta on this um and this a publicly traded company they can't lie about these things and their users are just going up and up and up and up on both Facebook and Instagram they're up to I think just over three billion uh monthly active users now with over two billion daily active users I think might be 2 and a half billion

1:26:23daily active users I mean just enormous volumes of people so if you hear that Facebook ads dying just just ignore it it's all almost every video of mine someone will say something along those lines um and it's just not true what most of the time happens is that that advertiser's results have dropped off and they don't want to have a look in the mirror and blame themselves they would much rather blame the platform they just want to blame someone else they don't want to go oh it's cuz my products not good enough so let's say you take a scenario where someone used to have great results and

1:26:51their results really dropped off well they might want to ignore the fact that competitors have started advertising Superior Products to theirs and that's why they're out to work two years ago but don't anymore because they don't want to face the fact that they need to re-engineer their product or whatever happens to be these things happen um they'd much rather just blame the platform don't worry about the platform dying that'll only be an issue if the users start to leave and we are still somehow getting more and more users on Facebook and Instagram which is remarkable given that there's got to be a certain point where you just can't

1:27:24anymore cuz you know you've got such a large percentage of the global population um that you can't do that but um but yeah I'd rather be loved by a thousand then known by a million as advertisers when we first come to the platform we just like get my stuff in front of everyone get my stuff in front of as many people as possible because they're going to love it they're going to buy it and actually there's a lot more value I have found in going much deeper with a smaller group of people than going much broader with a wider group of people this applies to certain

1:27:52business more than others my business High average customer values you know we we couldn't work with 10,000 clients in one go um but an ecommer business can sell 10,000 products in you know week month whatever that like that is possible so it it does vary between businesses but in general and this is circling back on the lifetime customer value point I'd much rather go deeper and develop a relationship with uh people that are into my stuff than try and reach as many people as possible because I think there's a lot more economic value in that I think you're going to get get a lot more Revenue in a

1:28:25lot of businesses from a smaller group of people that love what you do and theyve built that connection with you your brand or your business's brand than people that just sort of periphery yeah I think I know about you know that sort of thing if you think about the restaurant that you absolutely love in your like your favorite restaurant how many times you been probably loads and then you think about other restaurants you might just a little bit once or twice you to that restaurant that you love and you go every like all the time go once a week once a month whatever you're going to be worth 50 times as

1:28:56much to that restaurant you've only just gone in once so the economic value in a person that's really into it is 50 times what it is someone who's who's not is into in in that scenario now obviously different ratios and different numbers but I just think as a general principle going deeper so my omnipresent content campaign is a great way to do that with Facebook and Instagram ads I'll include a link in the description showing you how to set one of those up it's designed to it's called omnipresent content right because it's designed to create ads that mirror content and and act and set the campaign up in a way that is omnipresent

1:29:25so the ads are put in front of people all day every day developing that relationship and that's how you get someone that's how you build that brand Association remember that's the biggest Facebook ads hack there is um and you can do that with only present content so I'll include a link in the video description below so you can check that out um if you want to and platforms you are not using always look Greener the variation on the Grass Is Always Green on the other side this is kind of similar to the the ad platform dying myths but it's very easy when things are har hard to be like oh it' be so much

1:29:55easier if I run Google ads instead which by the way I recommend most advertisers do anyway like run ads on both platforms why not um or Tik Tok ads better instead the trick is just don't abandon what you've done on mattera like you can get this to work almost all businesses can get great results if they you can get this to work and that's a huge we talked about three billion user like there's huge opportunity there why would you not want to to be able to to leverage that but don't fall in strap of just thinking oh that will be easier I'll what I'm doing on our switch much better to be

1:30:25like I'm going to work this out and whilst I'm working this out and whilst I'm working this hard I'm going to add another string to my bow and get advertising on another platform so that I have multiple traffic sources and I'm reaching different demographics and all that sort of thing again it's kind of a psychological marketing point but one that I think is important the most expensive part of your marketing is not the cost of the ads or the content creation or hiring influencers or any of that it's the sales you miss out on because your marketing isn't good enough this is a lesson I've had to learn and

1:30:55try and remind myself all the time when it comes to any marketing expenditure and it absolutely applies to to Facebook and Instagram advertising is that the biggest cost is nothing that you physically outlay financially the biggest cost is missing out so you can say okay well this ad campaign is going to cost me $5,000 yeah but what if that ad Campaign Will generate you $50,000 the biggest cost there is if you don't do the campaign and you miss out on the $50,000 worth of Revenue that you could have generated and that's a bit of a mindset shift and again it's something one that I've had to learn and then tell

1:31:30myself again and again and again like the biggest cost here of not hiring the agency to do this for me or or or not investing in this type of media or is is what you miss out on by not doing it and I think when you make that mindset shift it changes how you approach things because when you're looking at two options let's say you've got like you can get someone a junior staff member of your team to make a add imageing canva for you versus HG this awesome graphic designer who's going to use AI to create some really cool sort of images whatever and you're

1:32:02thinking well I'm already paying for this junior staff member and it's going to cost me a, pounds to get this graphic designer to do this thing for me um I don't want to outlay the, that's a cost no no no think about it in in the other sense okay this image might double my row ass on my ad campaign might not but might double my row on my ad campaign I'm current spending 5,000 a month on ads we're generating 15,000 from it um this image might get us from 15,000 to 30,000 so you're not looking at a cost of $1,000 or not you're looking at the

1:32:38opportunity cost of an additional $115,000 in that scenario and obviously you can scale those numbers larger or smaller depending on your business and your budgets and what the options are but that's really helped me so instead of looking at like my own media creation which I spend Fortune on across like my YouTube channels podcast things like that it's hundreds of thousands of pounds going to be over a million uh probably in this in this calendar year um that's a huge amount of money huge amount of money but I know that the opportunity cost of or the the potential increase in Revenue that can come from that and it won't come immediately

1:33:13either for me that's going to come years down the line is many times that so that's why I do it it's not just a cost but that's it's a difficult mindset shift I think that's uh that's really valuable okay people look at your ads for half a second when they're in the bathroom waiting in line watching TV having an argument with their partner so keep your copy and the overall feel of your ad very simple a lot of the best ads people can glance at it for half a second whilst they're distracted by all the other things they're doing remember they're not on mea to look at your ads

1:33:47that's for sure you have to distract them away from what they're doing they're often not even on meta fully focusing on either Instagram or Facebook like the platform they're on they're often focusing on like I mentioned other things they're on the L they're watching telly they're doing all sorts if they can get it within half a second that is often a really good way to go now in some Industries that's not possible if you've got a really complex thing that's brand new and you need like a video demonstration ad so people actually know what it is that you're offering you're not going to get that over in half a

1:34:12second but for a lot of things where you can get the message over this is a such and such project with this new feature that's never been offered before oh oh cool I didn't realize they had a a bar barbecue that has a mini hose pipe attachment that cleans itself but you can get that within half a second of just looking at that and I think that's really key even in my stuff where like I'm running a lot of retargeting ads to my audience um with obviously the objective being to book calls and get leads and things but also just to deliver value one of the things that I

1:34:43want to get across with a lot of those videos is someone glanced at it for half a second he they see me in it but they also see oh okay this looks like a short little piece of information about such and such specific topic like it could be a a little short video on which ad objective to choose or which placement option or or whatever happens to be right and they can understand what it even if they don't consume the content they understand what it is within half a second and then that allows them to then like based on the title plus the video of me so they see the video of me

1:35:10recognition they see the title of it okay I understand what this is about and they can then decide do I go on and consume this content now I already know everything I need to know about objectives not for me scroll on or oh okay okay I'm wondering if I'm using the right objective I'll I'll then do check this out so even in like longer format ads that provide more information if they can get it early within that half a second um that's beneficial because it's going to help them decide whether or not to consume the content so I think that's a good frame to think about your ads in

1:35:35front of like is this simple enough where people just get it instantly and it's really straightforward and if it's not then I would either recommend changing it or still running with those versions but creating new versions that are super simple testing those and I wouldn't be surprised um if those out per and on that along along those same lines people want an easy life so sell with instant simple fast acting there's the comprehension of what you adds about and then there's the getting them to take action I think too often advertisers lead with look at my amazing thing look at all the things it's got and at the end of the day people don't

1:36:12really care about those features they want the benefits associated with them and in my experience the best benefit to usually lead with is so easy and straightforward I mean it's it's it's super simple business idea it can basically be applied to any business is you take a service that's currently offered any industry and you do it in half the time and charge twice the price not everyone will pay for that but enough people will there's all sorts of things that we buy consume that are so frustrating and they take way longer than they should and you'd be happy to pay more um for to to get it in much

1:36:47faster time I mean think of let's say you go to a theme park right and you're waiting in a queue for a roller coaster and it's a 2hour it's like there's a reason why the theme parks all sell Fastpass tickets that take a tenth of the time and they cost a lot of money because people don't want to wait but you but you could literally apply that to to everything Amazon applied it to delivery of products um and they actually charge less as well because they operate with such insane efficiencies but it's a bit of a different business model the whole do it half the time charge twice as much it's

1:37:17just a a good example of how important speed speed and mitigating Hassle and effort and all that is so many tech companies are designed to take a process that is difficult and make it really easy there's all sorts of online banks now that instead of having to fill out all these forms and send off to get anything done or changed you can just do it in a few hours well do it in 20 minutes on your phone you'll hear back within within a few hours with with something like that so thinking about that within your ad copy I think it's a really good idea so instead of listing

1:37:51oh this feature helps you get get more of D I mean by all means do that as well but really try try at least and lead with it's super easy removes hassle fast acting anyone can do it in 10 minutes whatever it happens to be and that is my favorite if I had to choose one hook to use like across the board of things we advertise it would be that Angle now we're always going to test different hooks within our ad copy because different businesses like I said earlier with the Nuance are going to see better results with different things but we're always going to test that hook um and

1:38:24it's probably the one that wins the most uh in comparison to all the others a Facebook ads tip that I wish I knew a long time ago that we do quite a lot of now and we recommend it for our clients is we will try and test new products Services product lines business ideas even using Facebook ads before they're launched so before you go ahead and spend a lot of money on manufacturing designing a product buying a load of stock you know planning out the Service hiring the people to make this necessary all the infrastructure which could take a lot of time and a lot of money we can

1:38:58actually Test new business ideas and certainly new product ranges and things like that um using Facebook ads in a lot of cases now the very simple way to do this is we run an ad let's say we're going to test a new product line we create ads for those products how they will look and what what the business is planning to create we will then run those ads to the target market and when they click on ad people instead of coming through to a page where they can buy that product because it doesn't exist anymore they instead see a page where it's like oh sorry we're out of

1:39:24stock right now or oh sorry um this product isn't available right now because we're redesigning gen 2.0 of such and such product if you're interested in this product you can join the waiting list and you'll be the first to know when it comes back in stock um and you'll get a 10% discount when you do so you send people there and you encourage them to to join the waiting list by the way as an aside when you do that it's really important that the ad itself doesn't say join our waiting list for such and such product no no no you advertise the product as it exists and

1:39:52then they come through and you go oh sorry it's not available right now um that's a much more that will give you much more representative data of whether or not people are actually interested because they're interacting with the ad on the platform as they will when it's actually physically exists and and can be can be sold to them but that's a really good way of gauging interest because if you get lots of people signing up for the waiting list you're on to a winner if you get hardly anyone signing up to waiting list you're not and you can move on to a different project a different idea and you haven't

1:40:20wasted all that money as I said investing in manufacture in or hiring people all the things you need to do to make that um a reality when it comes to to getting that product uh there and available and we've done this with a couple of companies where I think we saved them millions where projects just haven't haven't flown there's a general rule of thumb I have where I would like to see um signups costing 25% of our acceptable cost per purchase for when the product's actually live so I'll explain that a little bit so let's say we're selling a product and it costs $120 and we're happy with 3:1 return on

1:40:54ad spend so we're willing to pay $40 to get a sale worth $10 on average if we're doing that I would like to see people signing up for the waiting list for $10 or less so a quarter of our acceptable cost per purchase our acceptable cost for purchase in this case is $40 therefore we want sign ups for $10 or less and the reason why I like that ratio is because obviously more people going to sign up for the waiting list than are actually going to purchase so you you you want to make sure there's a nice nice heal healthy in our experience that once people are on those waiting

1:41:25lists you know it it's it's you're probably going to see better results in a 25% ratio so let's say you you had 400 people sign up the waiting list and 100 people of them would have bought in reality when you run the campaign it's more like 400 people signed up the waiting list so more like 150 to 200 people would have bought obviously depending on the product and the price point things like that but that's a nice conservative estimate and a rule of THB so if you're if we're advertising that $120 product and we're getting people sign out to waiting list for like three $4 we're like this is an absolute winner

1:41:55we absolutely have to make this U and this is going to fly if the signups are costing you know $25 $30 each we're like the economics on this on this marketing channel Facebook ads in this case um for this product are not going to work sometimes the business might decide to do it a different way if they think oh we can use this as an upsell so it's still worth it then fine but if you're just trying to launch this in your main customer acquisition method is going to be meta advertising that's a really good indication that uh that it's not a winner and the other advantage of doing

1:42:24that is that if you build up that waiting list then you can immediately sell to them as soon as it's ready so once you've outlaid all the costs you're like right we've run the ad campaign we've got a nice waiting we've got a thousand people on a waiting list uh fantastic we'll go ahead and get it manufactured and then boom you can um offer the product to the people on the waiting list and you'll probably immediately generate you know a few hundred sales uh day one which can help cover the cost which is which is great um we've done this as a business just literally now with what I talked about

1:42:53in this video uh with Facebook ads Mastery we created a waiting list before we went live um so it's absolutely something that that we do all the time and we do for our clients and something that that I would recommend that is not something people think of early doors when you got a bit of experience it's one of those things that can save you a lot of time and save you um a lot of money most of recommendations are good but you need to be careful so I touched on this earlier about uh it's kind of a similar point to not trying to outsmart meta algorithm but this is specifically

1:43:21to the recommendations these could be recommendations that reps give you when you're speaking to them on the phone or via chat or something uh Meta Meta marketing reps or recommendations that you literally see pop up within your account next to your ads there's all sorts of things metal say you know switch to Advantage Plus audience for up to 33% better results is an example one uh most of those are good pieces of advice because again remember meta is incentivized to get us the best results possible that's what they're going to try and do because they know that we'll stick around for longer and will spend more which makes meta more money so

1:43:49they're absolutely trying to get us the best results there is a category of recommendation that I think you should be wary with a wary of I should say and that's when meta recommends that you spend more money because if there's any recommendation that might be in meta's interest and it diverges from our interest I think it's probably when they're recommending you to give them more money which is you know it's like students marking their own homework right it's kind of it should be taken with a pin Sal so for example if you're stuck in the learning phase you might see uh recommendations from meta being like Oh you need to really increase your

1:44:21budget to make sure you get at least 50 conversions a week and then your campaign will be better optimized and perform better now that is true your campaign will be better optimized it may or may not perform better but if your campaign's not working and you're getting 10 conversions a week and it's really unprofitable the last thing you want to do is go and spend five 10 times more and just waste a load of money you want to get it profitable first smaller and then scale once you're there I think a lot of the rhetoric around the learning phase from meta is to convince advertisers to spend more and it's not

1:44:48that it's fully without logic I'm not saying that they're making it up I'm just saying that they might emphasize spending more because that's better for meta's algorithm um but what I'm cautioning you against is that that might not be the best thing for your business so I'm a big fan of starting small getting it to work at a smaller level and then scaling from there I feel like it's far less financially risky and to be honest just less emotional turmoil for the Facebook Advertiser particularly if this is your own business and you have uh and you have limited funds um to to to do it that way but but meta might diverge so

1:45:21just be careful with those recommendations in particular the others I generally like when they're saying things like switch over to Advantage class audience you like you to get better results probably true they're telling your audience is too small probably true if they're telling you to use um Advantage Plus placements um and you've got in using the sales or leads objective yeah that's what we would normally recommend so there are a whole bunch that are fine but just in general be careful about those and when you're looking at meta support documentation for all sorts of things um learning how to do various bits and Bobs that information again

1:45:51tends to be pretty strong pretty good I'm going to disagree with not much of it they recommend for example no more than six ads in an ad set I've been saying that for years that's absolutely what I'd recommend no more than six so um so yeah just wanted to to make note of that the other one that I'd be wary of and I touched on this earlier is meta reps will sometimes recommend running a traffic campaign with an early ad account as opposed to a sales or leads campaign the reason why they do that is because they want you as the advertiser to see something in the

1:46:19results column they know you're more likely to stick around if you do but like I said before if you've got 112 clicks uh but and three conversions in the results column you got 112 if you're running a sales campaign and you've got five conversions in the results column you're going to see five so even though it's better to have the five conversions than the three psychologically that's tricky particularly for new advertisers that aren't really aware of these things and they're more likely to go I didn't work and leave the platform not ideal and not going to help you achieve your objective most likely okay technology consolidates the best in every need

1:46:53gets insane results so I think in general as just business if we just take you know let's broaden the scope out of this but for just a second and and go beyond Facebook ads because it absolutely applies and we'll bring it back in technological developments often take a lot of resources a lot of users a lot of customers and they consolidate it into one or a few entities so if you think of Amazon being the perfect example how many little corner shops have been replaced by one huge Amazon tens of thousands hundreds of thousands around the world have been replaced by one hug so Amazon has basically taken

1:47:28that business that would have been with all these little local shops and it's really Consolidated them into into one place there are many other examples of that right like think of where people spend even even within the internet so if you think about where people spent their Time online 20 years ago it would have been much more dispersed across lots of different websites and now that has been Consolidated onto a handful effectively of social media platforms you obviously got your Google your YouTubes your Facebook Instagram Tik Tok Etc whereas people are going to spend the majority of their time online now interestingly you still might just like with Amazon

1:48:02and with the those social media companies you still might be consuming content or buying products from lots of separate companies but it's all brought into one so technology consolidates and the reason why is because technology allows one provider to service people all over the place if you look at my business as marketing agency we have clients all over the world obviously our whole business relies on technology and these digital platforms but because of Technology we're able to service people elsewhere in a previous generation people only worked with a a local accountant now you could hire an accountant from probably within the same country because of rules and regulations

1:48:38but you could hire them from a different location and it would be fine because you can have zoom calls and they can send you email do you know what I mean technology consolidates the same happens with Facebook ads because the best e-commerce business in an industry can access all the market that's on Faceook Facebook and Instagram they can hoover up enormous market share as opposed to it being distributed across lots of smaller providers and all this is sort of my long-winded way of saying technology creates a winner takes all not obviously completely I have a very successful marketing agency there are other very successful marketing agencies it's not

1:49:12like I Hoover up all the Facebook and Instagram ad um clients that are available that would be ludicrous we only work with certain types you know what I mean things like that uh well we work with all Industries but people have to be a certain size it goes that way more and more and more and we we we've really found this particularly working with with larger Brands is they are often competing against a few other brands to be the number one within that space so there's two ways to approach that one is you need to think about raising the bar so that you can be one of the

1:49:42absolute best within your industry and the other is niching down because you could absolutely be the best in your space if your space does doesn't have many competitors fairly easily and we're talking about this with choosing markets like the funeral home example how easy would it be to be the best F the best to to create the best Facebook ads in the funeral home industry in your local town I mean if you live in New York whatever maybe a bit difficult but most places that's going to be really quite easy how easy is it to um have the best clothing sportsare clothing brand really really really hard you could maybe have the

1:50:22best clothing sportsare brand that is specific to people who play outdoor table tennis in really hot environments I don't know I'm just sort of making something up or they do long distance Open Water swims in tropical waters you can win that Niche how many are there not many you could win that Niche but going really Broad and competing against lot of the big boys is just so hard to do so even with my company we are well positioned within the Facebook and Instagram ad space as a whole if someone was starting an agency and wanted to create content and build a personal brand I would definitely

1:51:02recommend you go that broad I'd be like we're going to create content and build a personal brand and run ads and use the only present content strategy in a niche that is Facebook ads specifically for landscapers and all your content is just Facebook ads for landscapers because you can win that Niche you can outs specific me in that space because a landscaper watching my stuff and watching your stuff will hire you instead of me because they're like oh these guys serve landscapers whereas if you try and go Facebook ads broad you compete against me a handful of others that have been doing this for years like it can be done

1:51:35of course if you're good enough but it's just like how long are you willing to take and spend and to to get good enough um at this it's that's not easy to do so so that's that's what I'd recommend you do and then and then that that laders all the way up right so maybe once you've nailed that Landscaping space maybe then you go for like just Home Improvement in general so you're not working with just landscapers you've got I don't know interior designers and and people who remodel homes and people who do extensions and new kitchens and new bathrooms and things like that okay and

1:52:03then and then maybe you do really well in that and then you broaden out to Broad Facebook and Instagram ads now my business we don't go beyond Facebook and Instagram advertising or Google advertising we don't start we don't also offer SEO and also offer um website design and also offer LinkedIn marketing and Tik Tok post and all that sort of stuff that's a whole step up again and if we were to take a step into that realm we're then competing against some of the biggest agencies in the world we like our positioning where we are one of the most sought-after ad agencies for effectively two platforms meta and

1:52:38Google I talked about it before in terms of you can choose your Market even if you can't choose your market and you've got products or services that you offer how can you take that and Niche it down into a specific subcategory where you can win that money Market because technology consolidates and there will be just a few players that win so much of the business the difference between being one of the very best and one of the also rans is absolutely enormous I talked earlier about you know we might generate 12 leads a day for done for you Facebook advertising Services when my my YouTube channel for example is one of the

1:53:14absolute biggest when it comes to Facebook andum advertising in the world when it was 20th I would get couple leads a week so the difference between being right at the top versus 20th and 20th is still really high right is absolutely huge like the difference is is massive so think about it in those terms pick an industry a niche that's small enough where you can win and then go up the ladder from there because technology consolidates and it's a whenn takes all environment okay if you aren't getting the results that you want that's on you now there could be all sorts of reasons that you don't get the results

1:53:52that you want when it comes to Facebook Instagram advertising that aren't your fault I want to differentiate between responsibility and fault so it could be that a competitor has brought out a superior product to yours we've had this happen so many times and your results will drop off because everyone can see the competitor's product and they go I'm going to buy that instead and like that's life right that's business that's the catalst system that's how it works you then need to respond it's very easy at that point to blame uh the platform for not performing as well or blame your creative team for not creating better

1:54:23creative or blame your Agency for not whatever but actually only you as a business can fix if that something like that happens only you as a business can fix that um the answer is clearly you need to then in that scenario go and develop a superior product it really is as simple as that at that point um if your ad creative has fatigued you got to go fix that it's not your fault that perhaps there was shifting demand within the audience people used to love this product now there's less and you've got to you got to change the way it's it's offered or um you know you took advantage of some

1:54:58news and and included some topical stuff within ad creative that did really well and that's now age and it's dropped off you have to be the one to go ahead ahead and change that there's just I think this applies obviously to business and marketing in general there's a lot of it's very easy to look at other scenarios and be like well I don't have the results I want I have the test I want because of ABC that is out of my control and as I said if your competive brings out a better product than you that's not your fault that but but it's on you to fix it only you can fix that

1:55:26there there's no point in sort of yelling at the world and and uh and and getting frustrated by it just like okay this is just a challenge we're going to have to overcome and there are shifting market dynamics for all sorts of products and services and these things uh do happen okay last point I wanted to make you aren't going to die if your cost per conversion increases 20% business owners care enormously about their businesses and for a lot of businesses that I see that run Facebook ads their Facebook ads is going to be one to be the single most important things in their business now I argue

1:55:59actually that increasing your lifetime C of value and things like that is is more important in a lot of cases but it's going to be absolutely vital to the success of their business so they care about the performance of their Facebook ads so much that it's so emotionally charged that people well a they make bad decisions and B they panic and often the Panic then leads to even worse decisions turn it all off right we're just not spending 10 extra budget throw it all out let's let's go with completely different ad campaigns I've seen all sorts of like way overreactions to you know a 20% Dro in conversions firstly it

1:56:30might be temporary it might just come back um secondly if it's not temporary you go okay we're going to calmly relatively slowly I mean you don't want to take forever but you don't want to panic and Rush either like we're going to we're going to do this properly we're going to take our time and make sure that we that we work out how to improve the situation because the situation is nearly always improvable it's very rare that you're just this is as good as we can get you nearly always improve it um and you can change that 20% number to 50% or whatever happens to be going on

1:57:01within your thing which just like rule number one don't panic panic never helped anyone it certainly doesn't do Facebook ad your business is not going to die overnight if uh your Facebook ads fluctuates um it's not even going to die overnight if your Facebook ad account is disabled and you can't run ads for a bit like you these are fixable Solutions there are skills you can acquire that will help you circumnavigate issues that come up um so yeah so it's more just like a I see a lot of unnecessary pain from Facebook advertising community and it's because they want it so bad they they they they I I know because I was

1:57:36there I was there for so many years where you're desperately trying to get your business off the ground and you just you want it so bad and you you find it really difficult and it's so emotionally charged and everything you do is you go like please please please you check it all day every day and the best Facebook advertisers do not do that I'm a much better Facebook Advertiser now that I can launch a campaign and if it doesn't work I go huh okay well we learned something new this didn't work I think maybe it's because of this reason let's change it let's test something else and go again and if you just have

1:58:06that attitude and you just keep going you get better results I think as well when you're so emotionally charged and you panic and you overreact to dips in performance or changes or negative things that you don't want it's it's it's almost like the burden becomes too much psychologically that you just go I just I can't cope I just can't do it I'm going to stop advertising whereas actually if you were if you didn't have the highs and lows you stayed a lot more level you can just steadily plug away and it's the steady like take a step forward take a step forward don't rush but don't Dole just keep going keep

1:58:37going um that leaves those improvements we be like well actually over the last 3 months We've ran 12 different experiments uh these eight failed this one was disastrous and these four improved results and actually this one made a 65% Improvement in our lead volume for the same ad spend that's business changing and we just slowly got there because we just worked our way through and took it that way so and I'm sort of going into the the business and marketing psychological but the more I think the higher up you go in business the more and more you realize that that's what really counts as opposed to

1:59:08the tactics and the specific strategies it's all that sort of stuff um because the tactics and strategies can be implemented and learned and done properly by people that aren't frazzled that aren't panicking they can't by people that are in that state and I know cuz I've absolutely been there like I am speaking from experience that you want to approach these things in a much more calm way you get much better results so this video is obviously a bit of a different style um for me if you like it please let me know in the comments also please subscribe we look at all that data we look at like you know subscriber

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2:00:07found this valuable and I will see you on the next video