How To Get CONSISTENT Results With Facebook Ads

0:00hi guys it's been Heath from lead guru in this video I'm going to show you how to get consistent results with Facebook ads in fact I've got eight tips for you to help you get consistent results with Facebook guides is something that a lot of Facebook advertisers really struggle with is how can they get some consistency they might see great results on one day really poor results the next day except acceptor so I'm going to go through some things that we do as an agency to really help flatten out those results and get you consistent result so you can use to scale and plan from and

0:25all that sort of good stuff before I going to the steps just want to very quickly ask for you to smash a like on this video smash that like button and of course subscribe to my youtube channel if you are new that would be very much appreciated and with that said let's get into the content of this video so as I said we're going to be I've got eight different tips for you about trying to get your Facebook ad campaigns to deliver more consistently gonna go through this now what you can see in front of you right now is that I am in and an example Facebook ad account I'm

0:51an example campaign and an example ad set because a lot of a lot of generating consistency and sort of not doing things that affect your consistency is set at the ad set level so I thought there's a big good place to to jump in and show you some things I got a little list on the side here to make sure I get these get the right don't miss anything out but with that said let's go ahead and let's go through them so the first thing I'll say about getting consistent results with Facebook Ads is that you need to look at a longer time horizon okay it's basically impossible to

1:22achieve high consistency levels if you're looking at your Facebook ad campaign every three or four hours even daily okay there is gonna be to some natural variation and it's one of the reasons why and if you see my content you'll know that I'm a big fan of assessing things on a seven-day basis okay assess things on a seven-day basis and if you can prepare week one to week two 2 week 3 to week 4 your results are far more likely to be consistent than if you compare day 1 to day 2 day 3 day 4 okay and a week obviously encompasses seven days obviously companies a week and you

1:54can have a lot of variation just depending on the day the week some businesses will get great results on a Saturday Sunday over the weekend some won't there'll be terrible results for those days so you get a lot more consistency and in that sense but also just natural if you've got any understanding of statistics the longer time horizon the more you have the more data you have within that data set the more like you want to see something that's closer to the average you're likely to achieve if you look at things on a daily basis you can be like ah ads not performing anymore you can pause it and that could

2:21be a really bad decision you can make adjustments to quickly jump to snap decisions and that can really negatively affect your your campaign so first thing is to look at things on a weekly basis and you'll find that your consistency your campaign performs much more consistent naturally and that's very very important so that's the first thing I'd say assess things on a weekly basis now you do have to run that through a budget filter you know we've got campaigns where we're spending five thousand dollars a day right so we're not going to look at that on a weekly basis because we're gonna generate so much data so quickly you have to do

2:48things a lot faster so calibrate that seven days according to your budget with a really small budget maybe you need to wait longer with a larger budget maybe concur than that but that's just the first thing I really that's really important about assessing and maintaining consistency is just the time period around which you assess your campaign performance okay that's number one a second one which is more of a sort of technical practical and thing is to use larger audiences so if you keep running campaigns you're creating new ad sets usually great results for a little bit of time and then they drop off which is something a lot of Facebook

3:16advertisers see try using larger audiences so you can see me here I'm at the ad set level you may perhaps open up your age ranges you know you don't have to go necessarily with just a 10 a 10 age or 10 year age bracket perhaps you could open that up to 20 or 30 years worth of wherever your target market is around fact you can add in that you know other genders if you just targeted male/female and AD and other options in perhaps you can look to remove detailed targeting options or use broader detailed targeting options so one thing that we find really helps for consistency if we're seeing that sort of

3:49you know rollercoaster effecting results or things up and down is okay we're targeting a 1% look-alike audience let's try not open that up to a 3% or 5% Leclerc audience and hopefully we can stabilize that out works really really well quick and easy thing to do but is effective so tip number two is to use large audiences tip number three is to run multiple ad formats at once okay now let's say you've got your ad set setup here you're targeting your group of people you've got your targeting set up it's a large audience some people within that audience ago to respond to video content some people within that audience

4:18they're going to respond to images some people are going to respond to slideshow people have different personality types they use Facebook or Instagram differently and therefore running multiple ad formats at the same time in fact I've created a whole video about this recently but running multiple ad formats at the same time can help Facebook advertise to more people within your target audience which kind of has the same effect of increasing your audience size and gets you more consistent results you're not just you know the video content lands really well with 5% of your target audience so whenever Facebook finds that pocket of people you get great results but then

4:51it burns them out and your results drop off again well if you've got multiple ad formats you could advertise successfully to a higher percentage of your audience and again at the same thing as increasing your audience size just really helps level out your results that get your local consistency so something again that's fairly easy to do you can be advertising these that same thing but just think how do I turn this image in this image ad into a slideshow ad how do I turn it to a carousel potentially how do I turn into a video it could make a big difference if you're seeing that rollercoaster effect that we often see

5:19with our Facebook ad campaigns okay tip number four is to refresh your ad creative often so this is particularly important if you have to advertise to smaller audiences perhaps you're a local business or you operate in a niche that's really quite specific and you want to be refreshing ad creative all businesses they're advertising on Facebook want to be refreshing and creative but obviously if you have smaller audiences you need to do it more often but I really like to get ahead of ad for t care don't let you know let's say you've got really good results for a couple of weeks they just sort of slowly

5:48start to see it trickle laughs a great way to combat that is to get new ad creative into your ad campaign okay ad fatigue is a real issue because you don't want your prospects thinking to themselves when they see you around for the third fourth fifth time I've already seen that don't need to worry about it I can ignore that if someone does that if your prospects are doing that they're not going to pay you out any attention it could be the product or service it's absolutely perfect for them but if they've seen it before they're bored they're not going to give it any time of

6:16attention they can skip on to something else it's more interesting if you change up the ad if you test new images if you write new copies new headlines they don't have that instant I've seen that ignore it they're far more likely to actually check it out and actually give it some time and attention and therefore they're more likely to find out what it's about and they're more late to convert so in terms of how often you should refresh ad creative it really depends on your target audience size and your budget I would say that for lower budgets you know you could probably get away with only refreshing add creative once every

6:45two months for higher budgets you know if you're running a campaign that's spending more than let's say a hundred thousand dollars a month you might need to be adding an ad creative at least once a week perhaps twice a week to really help freshen things up so it does depend on your current circumstances but my recommendation would be to stay ahead of it for most advertisers perhaps refreshing and creative about once a month is probably about perfect okay so step number four is to refresh I created my tip number five is very important not necessarily at the ad level because it's not where I see if you were doing it but

7:13here at the ad set level we've got right in front of us is to not mess with your campaigns too much every time you make a significant edit to your Facebook ad campaigns and they will reenter the learning phase okay when something reenters the learning phase obviously Facebook goes back into testing mode and testing mode is very very important because they're gonna find out the elements of your campaign the perform best who to advertise to what time of day to advertise what placements to use all that stuff but obviously testing is not when your campaign is at its most effective because some of the things Facebook tests I'm not gonna work and

7:43that's gonna reduce your number of conversions increase your average cost per conversion in the short run if you're constantly tinkering if every two days you're coming in here and changing the the targeting parameters and you're going down two placements here and selecting manual placements okay let's turn on Instagram let's turn off Instagram let's add in some new ads they still with this sort of stuff just constantly making little tweaks which I see people do all the time that is really gonna negatively impact your Facebook ad campaigns so really you're gonna really struggle to get consistent results that is absolutely one the corporates I see you for and I have this

8:14conversation with Facebook advertisers all the time where they're like some days we can get great results but other days we just can't and I say well how you know are you in there messing around with things often they go yeah yeah I can't help myself I'll watch your video and I can't help but take a little thing or change a little thing and you think just gotta have more patience so in the way I like to approach things again this is depends on budget with high budget to do this more often with lower budgets do this less often but I think seven days so every seven days we're going to assess

8:39performance and we're gonna make a batch of adjustments then right so we're not going to change one thing on Monday another thing on Tuesday other thing on Wednesday we're gonna wait seven days and change three things that we think need changing all in one go so when limiting the that our campaign is in the learning phase very very important so step number five is to don't mess with your campaigns too much tip number six is to really experiment with your offers and try and find offers that appeal to a large proportion of your target market you know okay let's say we wanted to advertise as we've got this ad set right

9:09now to the whole of the UK now there are offers that you can use that will only I mean that's obviously a very very broad audience so just it's a bit of a an example but there are offers you couldn't run that will only appeal to a tiny tiny percentage of those forty five million people that are the Facebook Instagram advertising UK there are other offers they're going to appeal to a much larger percentage so a classic example is if you're doing like a buy something get something else for free watch there's something else for free that you're using isn't that fairly specific and only gonna appeal to a fraction of

9:41your target market or is that thing they get free something that everyone in your target markets going to be interested in the second option might be better again this it's the same principle what's going on here with finding offers that appeal to a larger percentage of your target market as why we increase the audience size you know if you've got an offer that appeals to a small percentage your target market that'll work really well for awhile when Facebook finds a pocket of people you know fantastic results and then once they've advertised those people will they start advertising to other people that aren't really interesting that offer then you start to

10:09see a drop-off okay whereas if you find an offer that's got much more broad appeal to a larger percentage of your target market then you're going to have much more stable and consistent results so you know the classic officer things around price that's obviously you know something that usually appeals to a large percentage perhaps your audience isn't processed if you know some some target audiences aren't and get buy one get one free adding in extra things free consultations free quotes this sort of stuff broad appeal offers can sometimes be better if you're seeing issues with consistency than just sort of trying to find something super specific there's

10:46been a lot talked about in digital marketing over the last you know decades a couple of decades and about going really really specific like niche down niche down you know you've got to go with a tiny little audience I'm not such a big fan of being too specific it's definitely not good for Facebook advertising and the same applies to offers okay so step number six - find offers that appeal to a large percentage of your target market that might mean you test four or five that's not a problem it's well worth the effort tip number seven is that your consistency will improve naturally the longer you advertise on

11:22Facebook and the more you spend so again a lot of this is is just simple statistics if you run an experiment and you have 10 people in your sample size the results have much larger variance you're much more likely to get results that are you know not what you would expect off to one side either way unrepresentative than if you've got 10,000 people in your sample audience safe and facebook advertising so for the accounts where we're spending a large large budget you know 100k 50k plus a month you see usually very consistent results you might see a fluctuation from day to day like all Facebook ad accounts have but

12:01it might be 20% whereas I might in some of you watching this video are perhaps seeing and I've seen this a lot where you've run campaigns and you might see 10 conversions on a Monday - conversions on a Tuesday 6 conversions on a Wednesday 13 conversions on a Thursday any thinking but it's just insane variation I'm seeing 8090 percent swings on some days ok and when you're spending at higher levels and when your ad account is more mature that's less 8 happen so quite a bit statistical variation the other part is just Facebook learns so once you've generated 5,000 conversions there were a thousand conversions in your Facebook ad account

12:35face we've got a really good idea of what a conversion is how to get you more of them and all that sort of stuff so your results do get more consistent over time so part of it is if you've launched a brand new campaign and things are fluctuating you're in the learning phase perhaps is I would say try and be patient and just know that provided your averages ok your results will be more consistent in two or three months time that's just a natural way of doing things and like you know and there's a lot of advantage with Facebook advertising - spending a larger budgets and one of them is the consistency do

13:06you see you also get access to Facebook reps and all that sort of stuff but don't obviously don't spend more just for the sake of getting that consistency your campaigns still need to be delivering good results for you for you to take that step but just be aware that if you I can never plan my business around this and never scale all based on these numbers it will be more consistent in the future when you've got more conversion data okay and then finally number eight it's not necessarily a tip that you can implement but it's just something that's linked to the very first thing I said

13:34it's kind of worth reiterating here is that some variation is absolutely natural absolutely to be expected and not a problem that you can fix I get a lot of questions and I'm getting this more and more and more from people that are saying I've got this Facebook advertising related issue how do I fix it and often my response is you don't that's just something you live with that cannot be fixed or the fix is so drastic it will do so much damage to the rest of your campaigns that it's not worth it for example you'll see that one of these tips is not put in a cost cap not a big

14:07fan of cost caps because yes you might get more consistent results with cost caps or bid caps but they also might stop you spending your Facebook ad budget which might really negatively impact the performance of your Facebook ad campaign so the cure in that sense is worse than the actual issue in the first place and trying to get rid of any variation and just wanting consistent results is absolutely not worth it it's just like if you were to invest money in the stock market right you would not expect there to not be any variation that is not a problem you can fix there's no strategy no trick no tip that

14:42you can to get rid of all fluctuation in the stocks that you've bought absolutely possible and as same with Facebook advertising right there are steps you can do to mitigate these issues and I've talked about those in this video but some variation and some movement is absolutely unavoidable I mean very simple things like external factors play a big role because you're advertising to real people right so what time of year is it I could make a big difference what day of the week is it that can make a big difference and what's going on in the news right now obviously 2020 has been a bit of a mad year in terms of

15:13what's been going on in the world and and the news cycle being completely dominated these things have an effect on your Facebook advertising this variation is natural depending on your business the weather in your local area could have a big difference on your facebook advertising performance so don't fret and panic and get yourself all worked up trying to get rid of all-in-all inconsistency and just have a flat curve as I said there are things you can do and I've been over those but to some extent you have to just go okay this is life this is how it works how can I accept how can I still succeed

15:47knowing that these parameters are in place and that they're unavoidable it's a much more mature and much more and much better conversation to have much better approach there's going to help you succeed which is obviously the whole point of Facebook advertising you know your Facebook advertisements help your business succeed it's not there to make your Facebook ad account look very pretty and numbers be exactly the same every day and all that sort of stuff okay so hopefully those eight tips have been very very useful before you go a couple of things I wanna quickly mention the first is that our facebook advertising services so if you're

16:18spending more than three thousand dollars a month or what's no more than three thousand dollars a month as in imminently we understand more than three thousand dollars a month that's the starting point at which we take on clients so I said if you've got three thousand dollars or more to spend per month you'd like a professional Facebook ad agency to come in create campaigns manage them optimize them we can handle all that stuff for you and if you're managing yourself while working with an agency that's not getting great results we could almost certainly get much better results for you with professionals with some of the best in

16:45the industry and we've got a track record of delivering fantastic results all my advice and the videos I produce is all based on the stuff that we learn as a Facebook ad agency so if you want to explore more about that one a bit know a bit more about our services you can put a free strategy session with me free 30-minute phone call and please don't you book these if you are in a position to proceed with our services so you do have a 3k plus monthly budget and but yeah go ahead and book a session no obligation of course I could just tell you more about our services you can ask

17:14about about that I can find out more about your business see if you'd be good fit I'll be completely honest with you guys whether I think we can help improve your results or not there's a lot of demand for our services right now so depending on when you're watching this is about a two-week delay in terms of being able to speak with me obviously is really growing and just wanted to let you know that in advance so if you're thinking okay I'll book back in two weeks when I'm ready no you need to get that booked in now so that we can you can get that slot booked

17:39in otherwise you'll have to wait another two weeks once you are ready so how many reps speak other thing Auto can you mention is my Facebook Ads mastermind group so are very very close to 40,000 members in my facebook ads mastermind group fantastic free Facebook group another link in the video description you can join it's full of well almost 40,000 Facebook advertisers that want to know how to get better results of Facebook Ads there are asking questions getting them answered by experts including myself sometimes and I also do free live trainings every single Wednesday so if that sounds like the sort of thing you want to be part of go ahead and make

18:11sure you join my facebook ads mastermind group free to do click on the link in the video description below and you will be be taken there one of the biggest and best Facebook advertising related Facebook groups in the world and we moderate the group very very closely so no one's allowed to spam you or anything like that it's all aboveboard okay if you found this really useful and you are still with me but I'd appreciate that please smash that like button give that give this video a thumbs up that really helps me out please remember to subscribe to my youtube channel click the little Bell notification turn on

18:40notifications when you do so you are notified when I publish new videos which I do multiple times per week comment below to let me know if you've got any questions about any of these anything you feel I missed out and one clarification also comment below to let you know let me know if this was useful that feedback really helps me create future content so I always very much appreciate it but people do that and yeah best of luck your Facebook ad campaigns guys hopefully you'll be seeing some more consistent results now you've got a bit of a plan of action and I will talk to you soon bye for now