NEW Facebook Ads Secrets, Tips & Strategies

0:00I'm about to share with you the Facebook advertising Secrets tips and strategies that work really well in 2023. everyone knows that Facebook and Instagram advertising is constantly changing and we as advertisers need to adjust our approach in order to keep up with those changes and get the best possible results so this video is designed to get you up to speed with the changes that we've made that are working really well right now and that will help you get the best results possible so the first change that we've made to our Facebook ads approach is to switch a significant number of our clients from off meta sales funnels to on meta sales funnels

0:29I'll explain the difference and what that means let's use an example of a service based business now the traditional way of doing things the off meta sales funnel would be to run an ad on Facebook Instagram get people to click on that ad they then come through to a landing page a website where they can inquire become a lead and then you can follow up Etc that's an off meta sales funnel because you're taking people off of The Meta apps like Facebook and Instagram an on meta sales funnel version of that would be instead to use an instant form so you run an ad people click on it instead of them

0:59coming off platform onto your website or your landing page they're instead presented with a form within Facebook or Instagram where they can submit their information become a lead and then you can still go ahead and follow up etc etc now there's a few reasons why we're doing this firstly is because this is what meta wants us to do [Music] if you have the new odax campaign objective menu and you create a leads campaign you will see that instant forms is Now the default option so you can see that meta doesn't accidentally have default options around things they think about this very closely and they select the options that are going to lead

1:33people to do what they want them to do most and that is keep people in app they want us to use instant forms as opposed to sending people to a website because then they're going to stay on Facebook and Instagram longer it doesn't end that user session they then may go on to interact with other advertisers consume content engage etc etc all things that matter once and we can see this backed up not only by their default settings but also by the costs if you run identical lead campaigns one that is sending people to your website one that is keeping people in the platform and using an instant form you're likely to

2:05see that your cpms your cost per thousand Impressions basically what it costs you is going to be less using the instant form option that obviously also filters through and we see a lower cost per lead often when we use instant forms versus when we send people to a website now I've just used the service based business example there but you could have other types of businesses so instead of sending people to say a type form or somewhere where they could live chat on your website meta would prefer it if you send people to Whatsapp part of the meta family of apps or messenger also part of the Meta Family apps they

2:36want you to stay within that ecosystem so you can set either WhatsApp or Messenger as a destination when you're running ads if you've got a Facebook shop you could use that to you know sell physical products and replicate an e-commerce setup that within app as opposed to something that's external I think that's going to continue to become more and more important as we move on and as meta build that out as a feature one big advantage that you also get with by using on The Meta sales funnels is tracking we know that since the iOS 14.5 update it's been difficult it's been difficult to get really

3:12accurate data once you send people off app onto your website and you may not get the accurate number of conversions that you've generated you may not get the right purchase value all that sort of stuff if you keep people on app within the meta family of apps you're going to get 100 accurate data because they can track everything that takes place within their app so if you're generating leads that say via instant forms that is going to be the correct number of leads that is going to include the correct cost per lead all the relevant information that you want so that's helpful the next change that

3:41we've made is different but related and that's to switch to using more on meta sources for retargeting audiences and look-alike audiences so traditionally when we're retargeting we would be using things like website visitors or email lists and those would be the people that we would want to put our ads in front of to get them to either purchase again or purchase for the first time warm audiences that we want to activate now what we're doing is we're switching more and more to on meta sources so this would be video is people who have watched your videos on Facebook or Instagram people who follow your Instagram account people who've engaged

4:13with your Facebook page people are engaged with you ads before actions that people have taken within app within the meta family of apps that we can track and that we can then use to retarget there are a whole bunch of different options and I've got videos around how to retarget and create custom audiences and all that stuff so I'll include a link in the video description below so you can go and check that out if you want to that has a really big advantage to using on meta source as opposed to off meta sources firstly again is tracking because we can really accurately track the actions people take

4:40within the meta apps it means that when we create a retargeting audience we know we're getting everyone that has watched that video or everyone that follows your Instagram account whereas if you're relying on the pixel to gather data based on people that visit your website you're going to get most of the people that visit your website but not all you're going to miss out on that it's also a lot easier for people to take those actions like watch a video on Facebook or interact with an ad of yours on Instagram so those retargeting audiences are much larger than say an email list which is quite a big ask for

5:12someone to go through to website signature email list Etc and use that so the larger the retargeting audiences in general the better the results are going to be this is a way to get larger retargeting audiences that is also why we're doing it with look-alike audiences so when you create a look-alike audience you first need a source audience could be website visitors could also be Instagram followers you can create a custom audience I have to say your Instagram followers and then create a look-alike audience based off of those people it's a great cold audience targeting option and if you want more information around look-alike audiences what they are how to create them how

5:41they can be really valuable I'll include another Link in the video description below to a full tutorial guide that I strongly recommend you go through so those are two really big shifts we're shifting both the sales funnel and a lot of our targeting particularly retargeting and lookalikes to on meta sources now it's really important that I say that we're not doing that in all cases it's not like we're switching everyone over and it's not like we're abandoning the older ways of doing things often we will use them in combination but I think that a lot of advertisers are under using the on meta features so they're under using instant

6:13forms they're under using the meta sources for retargeting like video viewers Instagram followers Etc you want to make sure you add those in you might be pleasantly surprised with the results the Third change that we've made to our Facebook advertising approach is to really focus on reels as an ad placement and how that factors in into our ad creative production and when we're thinking about putting ads together more and more user activity is taking place on reels and this is not just Instagram we're also seeing this on Facebook as well we know that obviously with the rise of tick tock short form content became a lot more popular and then apps

6:48like Instagram Facebook YouTube done it with shorts as well have sort of jumped on the bandwagon and they are encouraging content creators to create this short form content because they know based on what we've seen in Tick Tock there is a lot of demand for it and that's exactly what we're seeing we're seeing more and more of Instagram users Facebook users time being spent on reels as opposed to the other features and elements within the Facebook and Instagram that means that as advertisers we need to customize our ad creative and what we're putting together to fit that format so whereas before maybe the primary focus was on the news feed and

7:20creating ads that look great in the news feed perhaps that's shifting more and more towards how does our ad look on reels is it consistent does it sort of fit with the other content that people were consuming in reels now of course you can customize your ads and your ad creative for different placement options something I'd recommend you do does require a bit of extra time and effort but it's often well worth it so it's not like you have to fully go for reels and abandon the other placements that's not what I recommended but we are focusing a lot more on reels and there is a wild

7:48card here it's looking more and more likely and I've been talking about this for a while that Tick Tock is going to be banned it's already been banned in India it's been banned on government phones in countries like the US and recently the UK it looks like the US is getting pretty close to Banning Tick Tock if that does happen we're going to see that tick tock's user base still want to consume that type of content where are they going to go they're going to go primarily to Instagram and YouTube shorts that's where they're going to end up so we want to position ourselves as advertisers in 2023 to take advantage of

8:21that change if we all of a sudden see a huge influx of Instagram and we don't know when it's going to happen if it's going to happen at all but if tiktok does get banned we're going to see a huge influx of users into Instagram they're going to spend a lot of time on reels and we want to be positioned to take advantage of that the next change that I want to talk about is simplification we've found that simpler sales funnels are producing better and better results and this is a trend that's been going on for a number of years but really post the iOS 14 update

8:47and the difficulty with tracking those multiple step sales funnels start to get really difficult and if you have even a small percentage drop off at each step you're missing out on a lot of people actually being able to see the eventual offer product service whatever it is that you have we've simplified sales funnels we're using a lot of the direct offer strategy and where we are using more complex sales funnels we simplify find the actions that people need to take so instead of having someone stay presented with add a on day one and B on day two and see you on day three and they have to interact with each one in

9:19order to go through the sales funnel we would create what's called a normally present content campaign instead where you've got people within that audience and they're being shown ads sort of all the time it's complex in its setup it's complex in how it's delivered but it's not complex in terms of the actions the user needs to take they basically get shown all these ads omnipresent in a Content style format so that it's easy for them to consume and then when they're ready they click through and take a very specific simple action like signing out to become a lead potentially purchasing something but the sales funnel for the user is very simple and

9:52we're finding as I said not only post iOS 14 with tracking but also it's just what users want to do their attention spans are going down this has been talked about everywhere they're wanting easy quick actions they're expecting things to be very easy and quick to do whether that's purchase whether it's become a lead and these things do make a difference to results so where possible simplify down your sales funnel uh the ask that you're making of your prospects and you'll likely see better results there's also now undoubtedly more Advertiser competition than they used to be which means as advertisers we need to adjust some of the things we're doing

10:24with that in mind specifically and explain what we're doing to combat that but before I do just want to quickly mention a free webinar I've created called three killer Facebook ad strategies to double or more your revenue and in this webinar I break down the strategies that I mentioned a minute ago omnipresent content how that works how it's put together direct to offer and a third one that I haven't covered here I'd strongly recommend you go out and check out this webinar it's completely free I think you'll find it really useful if you don't have the right strategy in place doesn't matter what else you do with your Facebook

10:51Instagram advertising it is not going to work well worth going and watching that 40 minute webinar completely free you can find a link in the description below go ahead and check it out so with more and more Advertiser competition we're finding that brand is becoming more and more important and when it comes to brand and how that can impact your advertising efforts there are basically two options you can either leverage other people's brand to build yours and associate with yours or you can use the platforms to build it yourself now for most businesses I would recommend you do both why would you not want to take

11:21advantage of both options and explain exactly how they work now so how do you leverage other brands to provide benefit to your own well the easiest way is to hire influencers [Applause] now you could hire influencers to shout out your product or service you may have some success with that it may be relatively limited what we have found to be far far more effective is you hire an influencer to produce your ad creative whether it's imagery or video influencers often very good themselves or they have teams that are able to produce really nice looking creatives now you're going to have to pay more for this but the big advantage of doing it

11:56that way is that you can run that ad again and again and again it's not a simple shout out from an influencer on their social media platform it's something it's an asset that you can use again and again now including the influencer in your ad creative is a scroll stopper as people are moving through their feed or reels or whatever they see someone they recognize that's very relevant to your industry pop-up they are far more likely to pay attention to that piece of content which is your ad and therefore they are far more likely to go ahead and purchase something that we've done with a number

12:27of Brands it can work incredibly well it's a great way to leverage brand because if you're advertising a similar product or service to tons of other people lots advertise a competition if you've got the influencer involved your campaign is going to do well now it is really important that it's niche specific firstly if you go too broad person's probably going to be really expensive and that's not going to be the best option for your business but also you want it to be relevant to the product or service if someone who is known as an expert or known as someone that's heavily involved in a specific industry is endorsing what you have to

12:57sell that's an absolute Game Changer and when it comes to building brand in order to help you stand out from The Advertiser competition the absolute best way to do that with Facebook and Instagram ads is to use what I call the omnipresent content strategy now I've already mentioned it in this video but I strongly recommend you check out this video here which is a full breakdown a full walkthrough of the only present content strategy shows you exactly how to set up all the various ad sets the campaign structure the ad creative what goes into it it's a sales funnel structure that I love that can really

13:26build brand over time that's worked wonders for my business strongly recommend you go ahead and check it out