I Shared Facebook Ads Hacks at a Marketing Conference

0:00a lot of the things that really improve your results aren't the super exciting new techniques it's doing a lot of B okay so I'm here at the EMC 2023 conference in Brighton just about to give my talk which is going to be on Facebook ads Facebook ads cheat codes is actually the title so really excited to do it and we'll see how it [Music] goes [Music] so I'm around for the break cuz I'm 11 I need to go to the AV desk at the back in the place so I feel like I should be asking what's going on today then so in a couple hours I'll be

0:53speaking at the EMC 2023 conference in Brighton talking about some Facebook ad stuff hope y some useful info and uh yeah see how it [Music] goes just the first two interest comedian podcast food when you start thinking about psychographics for demographics what's the big difference what do you think the big difference is just looking at these two lists side to side you can shout it out one of them is personal you're cheating sir but you're also paying attention I love that big day i' we we did miss the morning on they might have been talk about what about speakers what this morning um okay who do we just have uh

1:45just had Helen on Helen Tuda talking about LinkedIn hi guys here I am on stage give me a whoop yes she was really good actually she was like really casual in her delivery which I really like does someone be very she like did it really well a very British way of being self-deprecating and reducing the bar attention so I thought she was really good going to talk through the plan so timing yeah what's going on yeah so it's about 10:45 at the moment we talk for about half an hour and then do about 50 minutes Q&A at the end so yeah so try and keep it

2:24simple we're talking about well Facebook ads of course so just trying to give like a few that people can actually digest and take in this is the third of three days people are full so just a a few simple things that people can go that could actually be really big needle movers within their face like goal s like what you want I do actually start with that I have like a little yeah I have a couple of objectives I really I like the idea that one person in here takes one of the tips I provide and uses it and it is a game changer their business and they let me

2:59know so I'm hoping that someone will let me know um so I'm going to ask that in the actual thing itself like if you do this and it works let me know I'd be interested to it you got 500 more subscribers if I did get yeah yeah maybe yeah yeah yeah well they're not already subscribers how rude um we will see I'm not here I yeah yeah just you in there my bit then for yeah yeah I was um yeah some really impressed at Helen just this morning she was really good she she was so nervous yesterday all day yesterday she was here she was like how

3:34is the stages big and all this and we was like is she ever presented for cuz s do a little video Stu so I thought she can present she got up there and she smashed it that was something I yeah mine's probably going to be about half an hour and I was going to do a Q&A at the end just want to let you know I'll be there I'll come up and I'll come up and manage it for you yeah Co um yeah so just come for me you guys come

3:58okay Ben's going to come here probably about 20 pass he's doing about 222 so about 20 pass he's going to come here find you get mark up excent could be SL yeah got got yeah cool cool we'll go do that then come back in otherwise what I'll do which I always do with slides is I end up um explaining like before the slide if that makes sense I could just slide just explain the whole just explain the whole topic just going through your not yeah spil fairly similar to like a YouTube I agree I've thought about it from a YouTube video standpoint but like with slides like I wouldn't normally do

4:49slides but like this could absolutely be a YouTube video like but instead of me planning out like my bullets and explaining the points I've got like slides but like it's absolutely like that's how I've thought about it in a similar structure like I even thought about the title as like what would work well on my channel it would be Facebook ad cheat codes I thought would be a good little title and um so yeah so I thought about it that [Music]

5:23[Music] way Facebook okay so just about to go on uh with my for my talk yeah like a little bit nervous I think you should feel a little bit on edge otherwise you're going to be too relaxed you need to bring the stuff starting to get a bit shaky you know I mean I'm a little bit so yeah a little bit but but not too bad under control I got five different What I Call Facebook ad cheat codes things that you can easily Implement that can make a massive difference to your Facebook ad performance I imagine most people in this room have run Facebook ads in the past or will be in the future

5:54um and yeah it's all based on stuff we do with clients we work with clients all the time and we create their campaigns manag optimize them get the best results possible yeah maybe we might even get a few clients out of it who [Music]

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6:28knows yeah I used to talking to a camera and sometimes a dog in the corner so it's a a lot more people than than I'm used to how many have ever seen a video of mine just out of interest just show her hands okay hopefully it didn't wreck your ad campaigns or anything like that so if you have seen me before I do have legs in all my videos it's just a just a torso I wanted to give you some simple things that you can actually Implement relatively easily but can have a massive impact on the perform performance of your ad [Music] campaigns a lot of the things that

7:12really improve your results aren't the super exciting new techniques they aren't the the fancy added bits it's doing a lot of the basics really well like really well these are things that we look to implement with our clients that we hope get fantastic results so um so yes so I think there's going to be a bit of a Q&A now mats coming on app first of all please okay so what we're going to do we take a couple of questions so have we got a mic Runner raise your hand for questions yes Brendan at the back I can see take a couple of questions hey thanks every so much um my question for

7:49yourself is we run maternity and newborn photography company we run what we call Lazy lead forms which is the Facebook forms rather than Landon page y we contact people within our aim is within 60 seconds of them coming in through automation so the first part would just be an automation text message to ask a question okay and once we get a response then it gets handed over to a human to carry that on but even with their instant like responders we get so much drop off of people where they just don't respond they don't carry on the conversation what do you think might be the reason why people are filled in a

8:25form 60 seconds ago and then don't continue the communication when we're offering something that they've just said they're interested in yeah so first thing is just to accept that that's going to happen like a lot of people are going to do that you just got to work with it so that would be the first part but I do think that there's probably more you could be doing the followup I love the 60c automated text message but I would be also looking other ways of contacting them how quickly can you also call as opposed to just waiting for that response are they more likely to respond to a call than a text message maybe not

8:54are you more likely to make contact if you do both yes so that would be what I would say is try other ways of contacting them as well quickly and you you'll get a better conversion rate if you still feel like you're not feeling you're not getting enough follow through from that point it's probably because they're not as interested in the offer as you want them to be so I'd really look to beef up that introductory offer you might need to make a bit less money on that you might need to do something more to get them in and then work on generating that back and More in on the

9:24back end is how I'd approach it great another question down there hi uh thank thank you for all the knowledge that you've shared today it's been amazing question in regards to you saying do 40 over four 40 out instead of four is what I've put on here it's not too much extra effort because you're just duplicating it changing the copy in the next one duplicating it change the copy in the next one you can do the same in the creative it's not that complicated how are you splitting sort of AD spend over that uh and the second part of that question would be would you put pricing

9:52on an advert directly to flush out the people that can't afford the service sort of a money based question really yeah so so if I do the pricing one first so um if pricing is a selling point of yours like that's a competitive advantage of whatever it is that you have to offer over your competitors absolutely stick it in there so that's just a side point cuz it didn't quite sound like you were more worried about wasting time it really depends on where your bottleneck is so if you've got extra capacity to take sales calls no we'd leave it off they can find out about later because we're not worried

10:24about our sales guides maybe taking up a bit of time with prospects that aren't like to go on and convert if that is a bottleneck of yours like we got two sales guys they're maxed out then yeah we would look to filter out more people earlier on so I would I would look at it from like a a funnel perspective as it were where's our bottleneck where do we want to sort of Choke that so we only let through the qualified ones and where but one of the disadvantages with say putting pricing initially for something like a service that's maybe a bit more premium a bit

10:54more high-end yes it will put off people that can't afford it it might also put off people that can afford it I think that's why people are often reluctant that's like the natural reluctance to put pricing on something is someone sees it initially and they go oh no I can't do that but actually if they went through the process and they spoke to your sales team and they were like yeah this is all excited they saw some case and testimonials maybe they decide they do have the money so that's how I think about that oh sorry what was the first part again just want to say it quickly

11:17oh ad spend oh okay yeah so you don't to test them all at once out of those 40 we're probably going to find five six that do well and we're going to in that sort of scenario separate those out so they have individual budgets because we're really looking to match the messaging with the people that that feel like they identify with that that messaging if that Mak sense so how long are you running the ads for before you see like uh that that one's doing well what's your sort of limit or ad spend how much how much time or how much money you spending on it before you go no that

11:46one's crap or that one's doing really well that's a really good question I get that's probably the single most common like question I get asked in comments on videos I don't look at time I don't even really look at ad spend we look at how many conversions have been generated and how far off our Target are we so if we've run an ad for three days and we need a cost per purchase of £15 if we're at £45 like that can go straight away if we're at £18 and our Target is5 we're going to give that more time I know it's a bit of an unsatisfactory answer

12:15there's not like we run ads for seven days and then we check it it's it's much more how far off our Target are we do we think we can get this individual ad or ad set underneath our Target CPA if we think that's possible we'll give it a lot longer so it's much more around how many conversions we generated have we generated enough for this to be statistically significant or close to yes how far off our Target are we it's those are the questions we're looking at a great answer ladies and gentlemen Round of Applause for Mr Ben Heath [Applause] please you build out how would you what

12:52would be Crea ad creative it would be nicely designed video with some before and after um showing work ideally showing work that that roer had done if you can you probably know among your clients which ones doing really nice work they work on really nice properties like that hire them to work a couple of days with one of them get some nice before and after show the guys doing what they do nice yeah someone doing that who knows what they're doing have a drone and then you're going to want an introductory offer with something like a roofer would be like a free survey is that what

13:24you're using now yeah so that's pretty straightforward the creative is going to be more important in terms of them cuz everyone offers a free survey free quote them see I would so you offer free quote Yeah I would change up to a free survey if you can get your roof to actually do that that's a much more powerful offer there be lots of people that don't know if they've got a roof problem they be like you know bit of damp there I'm not sure if we need it so just that sounds like a small thing but that' be quite a big change contacting the leads you do

13:53that yourself or you hire someone do you do that now or the roof is now but it's something we're doing yeah so that's a huge one because so I imagine what you're get with your roofers with churning is they're going oh the leads don't pick up they're not very good all of that so contacting those leads and basically getting them to the point where they've got the free survey booked in so then the roofer just you can sync up your calendar the roofer just looks at calendar goes oh got like four fre surveys this week deal I'm in um where how you generate the lead instant forms

14:15or send into landing pages in forms instant forms so that's fine so there's nothing there no no that'd be fine the roof is not doing anything until um there's they turn up for the free survey yeah okay so that's fine and then from then it's them but there's nothing more you can really do nice okay pretty much pretty much get some videos made some professional videos really professional videos it's worth it's worth the cost have a have a difference and then separate that by ad set so you can say oh resonate more of the flat roofs or the or the tiled instead of the Slate someone sees a video ad and they're like

14:43oh that's got exactly that's a oh that's a flat roof it's not for me I've got really steep Roes it sounds small but it's a big it makes a big difference would you say that this matters if the size of the audience as well so if you're in a place like Brighton that's got 300,000 people is are you going to get enough data between the adsets that [Music] look at that yeah yeah yeah okay yeah yeah you will yeah I that wouldn't that wouldn't concern me I'm going to take that [Music] in am I a bit too boring am I a bit too subdued should I pump it up but like

15:32that's just not me I'll tell you I'll come with a comment next week in one of your videos say oh the calmness so yeah just spoke at the EMC 2023 conference in Brighton so if you like this sort of content we could do more of this let me know it'll be really your feedback is always useful pop it in the comments and um yeah subscribe for more feel yeah yeah yeah yeah yeah yeah what it would be like if he walked in here just he'd be like it'd be like leaving a you know little bit of honey yeah just the Wasps just descend