# Is Your Facebook Ads Strategy Outdated?

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=c7qfWsiF0jw
Duration: 16 min
Language: English
Words: 3221
Transcript page: https://viewrankai.com/tools/youtube-transcript/c7qfWsiF0jw

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[0:00] hi guys it's ben heath from lead guru and in this video i'm going to be discussing the question is your facebook ad strategy outdated i see a lot of facebook advertisers using very much outdated facebook ad strategies that are just simply not going to work for their businesses i also see a lot of people who are really trying to stay on the cutting edge of what the latest and best strategies are they're changing their sales funnel every few months trying to figure out something that will work for them so i think it's important for me to sort of discuss those two options and explain what i think you should be doing what i

[0:33] think the best approach is when it comes to your facebook ad strategy going forward before i get into that when i quickly ask you to smash that like button please click that thumbs up button and of course subscribe to my youtube channel if you are new and haven't done so already that is always much appreciated okay so i'm in an example facebook ad account here and i'm at the campaign level and you can see i've got a i've got a create new campaign window open i'm at the campaign objective level because i think when when people talk about facebook ad strategy and sales funnels they often correlate those with the

[1:03] campaign objective and that's obviously it's not the whole story but that's obviously part of it now if we think of say the last 10 years almost 10 years of facebook advertising yeah say eight years of facebook advertising um the best approaches to facebook ads has certainly changed okay that is a fairly non-controversial statement at the beginning when we first started running ads on facebook um and you'd have probably you know if you were paying attention to this sort of stuff at that time you'd have seen loads of stuff in the media where people are talking about facebook ads aren't gonna work you know people talking about the valuations on

[1:42] things like facebook being ridiculous facebook ads aren't gonna work people don't buy ads from social media platform people don't buy based on ads from social media platforms they're there to you know talk to their friends and all that sort of stuff okay it is what was talked about so doing the more direct approaches where you'd run like a conversions campaign and you go directly for a purchase or directly for a lead um was very ineffective was very hit or miss and it didn't really work because people just weren't really familiar the users were like what ad i don't know about this they didn't really interact with them perhaps didn't

[2:14] trust them relatively quickly that became not the case people sort of did a bit here did a bit there saw their friends interacting with that and they they gradually got used to them and now people are very very familiar with facebook and instagram ads and talk about it all the time and all that sort of stuff and even people who aren't involved in the advertising industry at all we'll talk about how crazy it is a specificity with which you know they get retargeted and all those sorts of things um so for i would say a good you know five years at least yeah every five years um going for a

[2:51] more direct approach for most businesses not all for most businesses has been the best facebook ad strategy to go directly for the purchase and go directly for elite so people when they would perhaps have started with traffic campaigns and then done a lot of retargeting so retargeting with conversion campaigns you know say 2013 that sort of time frame 2014 um you know over a few years later would then start to switch more towards a more direct approach as users became more more familiar with it so in terms of the structure and and the strategy i think when i'm talking about outdated facebook ad strategies what i'm often

[3:30] talking about is people running campaigns like a traffic or a reach or a brand awareness first and then looking to retarget and potentially having multiple layers of retargeting so they just have one layer of retargeting they have three or four layers of retargeting to me that's quite outdated you still see a lot of people doing it you still see a lot of people um recommending it there are definitely businesses having success with outdated strategies i'm going to get more into that in a minute so it's not like you can just you should just completely abandon all that stuff and never go anywhere near it that's not true but um

[4:06] it it's not what i would recommend the majority of advertisers to do would be to have a traffic campaign we target with one you know movie target with another traffic campaign or a video views campaign then we target with a conversion campaign those sorts of like warming up processes um in in a sales funnel before you then go for the conversions campaign there are obvious exceptions and we get some of those in a second there are massive exceptions where you absolutely need to warm people up but for a lot of businesses a more direct approach works best um but so so that's the the less direct approach i feel is

[4:42] quite outdated now and that changed and really came into it so maybe five years ago but since over the last five years the strategies that we have used have very much remained consistent when it comes to facebook and instagram advertising now the tactics and techniques so the detail of how you put things together how you construct sales funnels and stuff like that has obviously improved and changed quite a bit and that changes at quite a fast pace you know even two years you know from now well even a year but definitely two years from now there will be adjustments to be made and things along those lines

[5:19] but the the the core sales funnel structure or the strategy has been fairly consistent for the last five years and i think now that people are more familiar with advertising on the platform i don't see those changing a huge amount and i think that's going to surprise a lot of people because they think digital marketing's super fast paced it changes all the time how can it not change that much going forward i think it's because there's only so much people can change over a certain period of time once they're used to something like ads on a platform the sort of emotional triggers that need to take place to get people to take

[5:50] action are going to be the same five years from now as they are today more or less there might be slight adjustments but basically that's going to be true so a lot of strategies and strategy being like the higher level how do we construct a sales funnel how do we get someone um to get to the place where they're willing to buy i think are going to be very consistent over the next five years some of the tactics and techniques are going to change um so there's going to be nuances like we use a lot more look-alike audiences than we perhaps did five or six years ago

[6:21] right it's like a tactic within an overall strategy um and where yeah a technique is to use look-alike audiences so things like that are going to adjust but the overall sales construction strategy is going to stay the same i mean one example that i really want that i want to give to highlight this is let's see a webinar funnel now how long have people been using webinars a webinar sales funnel where you run ads to get people to sign up for your webinar they sign up for your webinar your webinar gives people free content and then sells them a product or a service at the end of that people have been

[6:55] running that sort of sales funnel for well over 10 years i'm sure people doing it 15 years ago i'm sure people were doing it before then but that sort of online advertising webinar sales funnel has been very very effective for a long time now some people say that webinars don't work anymore absolutely not true we run campaigns for a whole bunch of businesses that use webinars i use webinars perfectly for the right type of business they can work really really well okay they can work really well so don't think they don't work and so why has the webinar strategy been around for in digital marketing terms so long

[7:31] without becoming ineffective it's because of how basically people operate so most people who are selling stuff at the end of webinars are selling things like relatively high-end courses training programs services coaching things like that right well in order to buy a training program a course a service from someone high-end service what do you need to what sort of boxes do you need to take before you're ready to buy it from someone you need to know that that person knows what they're talking about you need to know that you're going to get a good deal from whatever you buy you need to know that whatever they're offering can help you achieve the

[8:08] objectives that you want to do it's appropriate for you there's a few others but those are sort of the main ones a webinar is a fantastic way to show that in a relatively short period of time you can demonstrate your expertise you can show your prospects how you can help them get the results they want to get you can develop a relationship with them to some extent you can take a lot of boxes quickly and effectively and that's why they work right and that's why they will continue to work because when people are buying courses on you know whatever in five ten years time they're still gonna want the same boxes

[8:41] ticked before they are ready to go ahead and buy okay um so that strategy of a webinar funnel has been affected for a long time is effective right now and will continue to be effective now of course the softwares and the tactics and techniques change right so you know 15 years ago there wasn't any ever webinar to make it look like you're constantly doing live ones or you know or to have that nice fresh interactive feel um email autoresponders weren't as sophisticated as they are now so the tactics and techniques have improved but the strategy stays okay and i really want to get that across um once you have reached

[9:22] what let's say you've got a platform like facebook advertising once you've got a facebook ad strategy that is suitable for a mature advertising platform and i think facebook hit that around 2015 ish as a mature advertising platform as in there were advertisers that established best practices users were expecting ads and knew were comfortable interacting with them yes facebook's grown a lot since then and the advertising platforms grow and all that sort of stuff and things have changed but but it's still been in the realm of a mature advertising platform i think once you've got a facebook ad strategy that works for that that should continue to work

[9:56] for a long time that shouldn't go anywhere so i would be really so try and get away from a lot of the outdated multi multi levels of retargeting complex sales funnels having to do lots and lots of warming people up before they buy a 40 product which is unnecessary and try and get away from that so you don't want to be running those outdated ones which worked when when facebook advertising was was quite new but once you've got a facebook ad strategy that you're comfortable with that works for today's facebook advertising don't try and change it up thinking this is how i'm gonna have success oh i've just got the wrong sales funnel

[10:33] structure and you try a different sales funnel structure every month or two which i've seen happen tons by the way and it's just not the right way to go you you end up bouncing from one thing to another you never get any consistency things have temporary success instead identify strategies facebook ad strategies that you know work and i can certainly help you with that and then if that's not working for you instead of thinking i've got the wrong strategy try and improve the elements like if someone like me says like this strategy will work for your business if that's true it will work for your but

[11:07] like i'm not making it up it's based on agency clients we spend millions and millions of dollars on facebook ads we know what works and what doesn't right if it's not working for you that's probably because you need to improve the various elements of your facebook advertising campaign and the subsequent steps in your sales funnel as opposed to just tearing it up and finding a new strategy and that will be true for many years hopefully that's a bit of a um provides a bit of relief for some that are get stressed and concerned about operating with tons of different um sales funnels and trying to over

[11:37] complicate things and all that sort of stuff is like no keep it simple but make it better let's go back to a webinar strategy one that i'm a big fan of right there are you know a few different elements to that you've got your initial lead magnet your initial campaign to get people to register for the webinar you've got perhaps a retargeting campaign after someone's been through the webinar you've got the webinar itself and you've got your email autoresponder to get people to sell to buy whatever it is and then perhaps say a sales page at the end of the webinar something like that right roughly five elements go through each

[12:08] one of those and see how good you can make each one right my email autoresponder so my webinar isn't working instead of generating a 3x4 os like i want it to it's generating a 1.5 x roast i want to improve things okay can i get an email marketing expert in to help me create a really really good email autoresponder okay that takes me for one point five row x row ass to a one point eight extra fantastic can i prove this webinar can i re-record it can i improve the slides um my initial facebook ad campaign what could be improved here can i create some better creative can i uh

[12:39] improve the webinar registration page go through each element and improve them and stick to your facebook ad strategy you know it works well and i said i'm going to help you on that and here's how i'm going to do it i've created a free webinar called three killer facebook ad strategies to double or more your revenue now in that webinar i give you as you can see three different strategies three different sales funnels that you can use that are very much relevant and current as i said tactics and techniques and things might change but you will be able to use these strategies for a decade of that i am very very

[13:09] confident um and in that webinar i sort of break each each of these three down into their component parts i also explain what type of which one of those three or perhaps which two of those three you want to use depending on your business now i've already said that a more direct approach works for a lot of facebook advertisers particularly ones who are selling lower value products or relatively easy to understand services doesn't work for all okay for some you need a webinar approach for others you know you won't want to use a webinar sales funnel to sell an e-commerce product unless it's a you know a 1200 e-commerce

[13:40] product but you know most aren't right um likewise you wouldn't want to use a direct offer approach to sell high-end coaching services so i break them down and go right if you've got this business you need this strategy and then once you you know you've got that facebook ad strategy you know it's not outdated you know that it's current relevant and will continue to work you can then dedicate your resources your time and effort to making that as good as it can possibly be as opposed to constantly jumping between strategy between sales funnel which i don't think is helpful or productive or the right way to go okay so

[14:14] a link is in the video description to this free webinar go ahead and check it out completely free and i think you'll be very glad i did and yes at the end i am selling a course which you may or may not choose to buy depending on your your circumstances but um you can see the exact process that i've just sort of described so hopefully this uh this video has been useful a couple of things i want to mention um well uh alongside the webinar the first is our facebook ads mastermind groups we currently have 72 000 members in our facebook ads mastermind group it's a facebook group by the way um

[14:47] amazing community full of facebook advertisers just like you i do freelance trainings in there people asking questions answering them great community please go ahead and join if that sounds like something you want to be part of link's in the description and it's completely free another thing i want to mention is our facebook advertising services so my company lead guru is a facebook advertising agency we specialize in facebook and instagram ad campaigns and um if you want to get better results from facebook ads and you have at least a 3k per month budget we can we can help you achieve that so um there'll be another link in the

[15:17] description where you can click through to our website and book a call with one of my team members who'll be able to describe how our service works our pricing find out a bit more about your business we may well have worked with business just like yours in the past um and um and yeah if you want to go over the service we can send over the details and make that happen but it's no obligation 30 minute call all we require is you've got a 3k monthly budget in order to work with us best of luck to facebook ad campaigns guys and uh yeah please smash a like on the

[15:44] video please subscribe to the channel and i'll talk to you soon bye for now bye

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