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Media and Communications

PART 4: Why Your Facebook Ads Aren’t Working in 2018 (1 of 2)

PART 4: Why Your Facebook Ads Aren’t Working in 2018 (1 of 2)


– Hey there, everyone. So I have received your
Facebook advertising questions and we’re gonna run through
the top 15 questions that you asked me on how
to generate more leads, why aren’t my Facebook ads converting, how do I need to fix my website pages, (upbeat electronic music) to help you understand and
identify what’s missing from your current strategy
and what you can tweak to improve those results
so you can boost yourselves and of course increase
your profit margins. But before I get to
that, one thing I noticed that was a common thread
throughout all of your questions, after I’d looked at some of your websites, your landing page, the
products and services that you’re offering and even your ads, was that the fundamental
principles of marketing kinda got thrown out the
window in many of those cases, which meant you’re creating an advert to amplify an existing
problem in your business so when that happens, it doesn’t
matter how many different ad types you create, the
different images or copy you use, there’s always gonna be a
fundamental flaw in your strategy and throughout these
questions, I’m gonna help you identify what those fundamental flaws are, and I’m also gonna give
you a free cheat sheet that I use when my
Facebook ads aren’t working to pinpoint what the issue
is and my immediate steps that I can take to turn that around. So let’s kickoff the questions, ’cause I got 15 to dive into. First one is, Ben, why aren’t
my Facebook ads converting? Well this comes down to various factors for different individuals. On my cheat sheet, once again free, don’t even have to opt in for it. If you’re not getting conversions, your first port of call is
to look at your landing page. Now I did notice when some of
you submitted your examples, you weren’t sending
people to landing pages. So a landing page, and here
see on the screen right now this is one of my lead conversion quizzes that I use to drive tens
of thousands of leads into, and then that goes into our sales funnel. So this is just one page,
there are no links to blogs, other products or services,
anything about who I am. It’s the advert up front that’s really selling the proposition
and then the landing page in this case, the lead generation page, is very simple, you don’t
scroll down too far, it’s easy to understand, you get what it’s about immediately, which encourages people to opt in. Now this one gets about 70% opt-in rate which is unheard of when it comes to getting opt ins from Facebook advertising. So spend more time on your landing pages. If you do have a particular
product that you wanna sell, don’t just send people
to the general website on the home page, because
they’re gonna be distracted by all of the different factors. Second of all is that if you send them to the general home page
instead of the product page, you’re not creating a
targeted lookalike audience based on the interest
that people have shown in a specific product, and
by creating that audience, getting them to fire
that pixel when they land on that specific product page, you can obviously re-market
to those individuals, which I did notice that some
individuals weren’t doing. So the first protocol, if
you’re not getting conversions, but you are getting clicks
through to the landing page or wherever you’re sending people to, then you should place your focus
on that landing page first. Once you’ve started
tweaking and testing that, if your ads aren’t converting
then that’s when you really need to start testing out
various different audiences. And that could be 10, 20,
30 different audiences. But obviously you don’t
have to do it all at once because you’re working
with your own set budget. Other factors to take into consideration when you’re not getting conversions are not just the landing
page, it’s the offer, it’s the copy, but it’s also
the hero image on the website that you’re sending people to. So the hero image is the big image at the top of the website page that really sets the
tone for the interaction and the type of business
and personal brand or business brand that you
have for your business. One thing that we’ll do, which
sounds crazy to some people is that we make use of a
platform called Unbounce. So that’s unbounce.com. In Unbounce you can create
various different landing pages, they have various templates in there so it makes it really easy
for you, and you don’t have to hire an expensive graphic
designer to create these pages. And within Unbounce, you
can duplicate those pages and create what are
called A/B split tests. So we’ll leave the copy,
the product proposition, everything on the landing page
and we’ll simply change out the big hero image in the background. So we’ll test potentially
up to 10 different images in the background and
we’ll see which image gets the highest conversion rate. Once we get that winning
image, the next phase is to start testing the headline
copy on that landing page. Nothing else, just the headline copy. So you’re only testing
one element at a time so you can define what
specifically works for you. We’ve found in this kinda
testing for the past year we’ve actually generated
from one $47 product well over half a million dollars in sales. Once you get the winner, it’s
incredible what it can do for your revenue, (laughs) your mindset, it takes off a hell of a lot of pressure, especially if you’re generating
those consistent sales. So do not underestimate
these particular elements. Question number two, are
Facebook Messenger chatbots going to stick around and should we put any attention on them? The answer is oh my god,
yes, and you should have been doing this almost a year ago,
I think it was back in April when they first launched, back in 2017. We jumped on this immediately. One thing that you need to be aware of when it comes to any social
media marketing platform, it’s always first mover advantage. If Facebook, Instagram,
Pinterest, YouTube create a change that allows you to
connect with your audience in a different more positive way, then you wanna jump on
that change (snaps) quickly before everyone else jumps into it, and the competition gets overrun. You certainly don’t wanna wait for that. Messenger chatbots are an awesome way, you would have heard me talk about this in the series of videos, if you haven’t watched all of the videos, I’ll put the links in
the comment section below so you can check it out,
but Messenger chatbots are an amazing way to
interact with your audience in a new and engaging
way and ask questions and really find out
what your audience wants and get that feedback to help shape future products and services. But the great thing
about a Messenger chatbot is you can create what I call, it’s your choose your own
adventure of marketing. So someone can start
somewhere, you ask a question, a button comes up, you maybe
give them three choices. They click on one of those buttons, then you can send out
a personalized message depending on which button they click on, and then that can take them
further into the sales funnel but in a far more personalized
and tailored approach which is just an incredible way to interact and engage with your audience. So yes, they’re gonna stick
around and you should be on them like yesterday,
last year, in fact. (laughs) Next question, how come I’m
getting clicks but no sales? Well, this is really super common, going to my cheat sheet, like I said, you don’t have to opt in to
download this, just grab it. So if you’re getting clicks but no sales, first of all, like before,
check your landing page but also check the context of the advert to the landing page. Is there a disconnect between the two? If they’re looking at your advert, and then they land on your landing page, and the image style is
so incredibly different that it looks like it’s a
completely different website, you’re gonna lose the viewer immediately and you’re not going to get that sale. So the messaging, although
you’re gonna be running different ads with different headlines, the messaging needs to
sync up between the two. The other thing if you’re
getting clicks and no sales, have you looked at your
audience demographic, if the landing page isn’t
lining up with the advert, if that’s not the issue. Test different audiences,
as many as you possibly can. I have found in my experiences we will get maybe two to three audience types that are absolutely killing it despite trying multiple different audiences overall, so you eventually cull it back. And that’s what you really
need to be focused on, solve one problem at a
time or you’re gonna get overwhelmed and you’re gonna quit. I can’t tell you how many
times I have wanted to quit Facebook ads at the very beginning, and I’ve been advertising on this platform the second it launched
the advertising option, and clicks and leads and
sales were really cheap when it first launched, hence once again first mover advantage. So take advantage of the
different tools that you have within Facebook, including
Audience Insights so you can do research
on different audiences that you could potentially target. Now there is another
audience question coming up, but I’ll answer that a little bit later. The other thing, if you’re
getting clicks and no sales, what’s your offer like, have
you got a really strong offer that they visit the landing
page and go, alright, I’ve gotta do one of two things. I’ve either gotta opt in immediately because this sounds really cool or B, I need to buy this product
right now, whatever it is. Create a sense of urgency
so they don’t click off your landing page and keep
scrolling through the news feed. It is a competition for attention. If you address a real
problem and you create a way in which you can solve it, and you can do that through
fashion products, jewelry, and that problem is
always gonna come back to is this piece of jewelry
gonna make me look great, is this T-shirt or dress
gonna make me feel amazing, so tie it back into
those individual emotions that people want as an outcome when they purchase your
product and service. You’ve gotta pull in
that emotional element to really catch them by the eyeballs. Next question, how can I
reduce my advertising costs? This is a great one, and it’s
also a really detailed one so let’s get stuck in immediately, please grab a pen and paper
and you should have it already. As you can tell, I’m just
slamming out the tips right now. So if you wanna reduce your ad costs, you need to be testing
and measuring as fast as you possibly can to get to the outcome. In a previous video, I think
it was video number one in this series, go back
and watch it, I talk about the quick five Facebook
ads test that I conduct. So to give you a quick recap,
over a 72-hour period of time, first of all we’re gonna set up adverts, keep the same copy and the
headline body under the body, under the image I mean, but also create variations of that specific
ad so that could be the same copy with five different images, five different campaigns in total. We’re gonna run that
campaign for 72 hours, see which images are working,
they’re getting clicks, they’re getting a high click-through rate, they may not be getting conversions yet, but the ones that aren’t
getting any interaction we’re gonna start turning those off and then we’re gonna pick
that winner and put it out to an audience that we
know typically converts, although that audience may
not have seen that advert yet, ’cause we’re trying to
prevent banner blindness and create a new campaign
to respark interest in the product or service at hand. So that’s one of the first
things that you can do. Second of all, you need to
be testing all of your copy. In a lot of cases, it can come down, if your landing page, all of
that stuff is working perfectly but the copy and the advert just isn’t hitting the mark, then revisit that. Are you solving that problem in that copy? Are you telling people
okay, here’s the problem, don’t know what to wear on
the weekend, check this out. So problem, here’s how
to get your solution, obviously they’ve gotta click to find out what that solution is. The other thing that you can be testing to reduce your ad cost,
is the difference between short copy and really long form copy as well as short videos
and really long videos. And I have found when it comes
to selling online courses, a long video, 10, 15, even 20 minutes long converts amazingly well but it doesn’t just get those immediate conversions, it keeps converting for
up to a year after that before it starts to
decline in conversions, at which case you create
another video and go out again. So it doesn’t matter the product
or service you really sell. These strategies apply to whatever it is, because they come back to the fundamentals of not just really good
and strong marketing, but the fundamental principles
you’re required to have to succeed with Facebook advertising. So if you’re not succeeding at this stage, you probably (laughs)
written down a few things that you can test right now,
so you can just go through, tick all of those things off to start improving your results. The other thing that you must must must do to decrease your advertising
cost is to look at what is the back end that
supports the front end which is the Facebook ad campaigns. If someone clicks on your website, they start filling out an order form but they don’t complete the purchase, does your email platform, does
your shopping cart platform allow you to send that
individual an email, ’cause they may have
entered their email details but not the credit card yet. Does it allow you to send out an email to say hey, did you forget about this, did life get in the
way, here’s a discount, go complete the sale now. It’s something as simple as that that can double your conversion rates. So you’re paying the same
amount for that advert, but you’re doubling your sales by fixing one little issue in your business. The other thing is if they’re
opting in for a lead magnet of any kind, how solid
is your email sequence that follows up in the background? We use the platform
GetResponse to send out all of our email marketing
campaigns through. We used to be massive
advocates of Infusionsoft. I’m sorry to say it but
they became really dated, really clunky and hard to use and super expensive for so many businesses and we researched I don’t
know how many platforms and spent over a month in this research before we made the switch to GetResponse. Check out the link in the
comments below and any other resources I mention,
including unbounce.com too. What you have to understand
is that if you’re capturing that lead and you’re not getting an initial sale out of it,
then is that email sequence actually converting for you afterwards? That’s another really quick
win for many businesses who are advertising on Facebook who are not making money yet, to just go back and check
those email sequences. Are you getting opens
on those subject lines, is the offer strong enough,
whatever the offer is, is there kind of a countdown,
a sense of urgency around it? I know many people complain, and say, hey Ben, my target market
really doesn’t connect with these countdown timer things. I call absolutely BS on that. Have you tried it, or
is that an assumption? ‘Cause here we look at the
data and the data tells us that people do respond to
that in various industries, even if you’re in the self-help industry, it’s the whole connecting
to your soul thing, the personal development. It works incredibly well. It is human psychology,
it has nothing to do with that particular interest. If there’s a form of urgency,
and you need to close the sale then close the sale,
obviously do it ethically and provide great value, product, service, whatever you’re selling. But understand that it comes
back to human psychology and you can’t ignore it, do
not let your own assumptions get in the way of making
a smart business decision. I’ll get off my little soap
box right now. (laughs) The other thing that you can do to decrease your advertising cost is to use a platform such as AdEspresso, see the link in the comments below, to help with that testing. This speeds it up. So in AdsEspresso, you
put all your copy in and then you upload
five, 10 different images and it creates a ton
of different variations between the image and the copy and then you can cull through
that within the next 72 hours and then create more tests so you can keep on scaling that up. Now to do that, that might take, hell, it could even take 60 minutes of your day. I have practiced in the last few years the first half of my day,
nine ’til 12 is focused on creating your ad tests,
assessing existing ads, then all afternoon I’ve got to focus on all of my passion projects,
writing my new book, all of that other fun stuff. So get the money-making (laughs) done in the first half of the day. I see so many people Facebook advertising is an afterthought, it
should be done immediately when you’re fresh, when you
can work through the mental gymnastics that is Facebook
ads and make those assessments. It is quite tiring to be looking at all of this data consistently. You need to do it when you’re fresh. So that’s another tip to help decrease your Facebook ad costs. This says hi Ben, I have
3,500 fans on Facebook but sales have dropped
dramatically due to online sales pressure from the big
boys in the business. Now, the person that wins the Facebook advertising
game is the individual that can afford to pay the
most to acquire a customer and you’ve probably heard this from multiple different experts,
well you’re gonna hear it from me because it’s the truth. If you can pay more to acquire a customer than your competitor, then you
will always perform better. Now how do you afford to pay
more to get that customer? Well, that’s taking in all
of the steps that I suggested in the answers at the last questions. So your landing page, the hero image, testing different copy,
long form, short copy, video length, long, short, also testing sales videos up
on your landing pages too. They work amazingly well for us and they continue to
work because they explain the product or service that we offer in very clear and real terms
that people understand. By fixing all of those
things in the background, that allows you to increase
your advertising budget but also ensure that you’re making profit. I mean, decreasing
abandoned shopping carts is one of the things that
if that doubles your profit in the back end, you
immediately can afford to spend more on advertising. And even if you have a
Shopify store, for example, then in Shopify there
are countless plug-ins in which you can create
timers on a product page that it counts it down,
gives people a discount, but once the timer counts down, the price goes back to normal. So there are different elements that you can pull in to fix those issues to help you be able to
afford to acquire a customer more than one of your
competitors can actually pay. In relation to this person’s 3,500 fans on the Facebook page, the great news is is although it’s 3,500 and I’m not saying that that’s small because
it’s a great start, what is happening with Facebook right now is the bigger a Facebook fan page grows, the smaller the organic
reach actually occurs so I know there was one stat,
it’s probably over 12 months so it’s probably changed
now but it did show that if you hit 100,000 Facebook
fans then your organic reach dropped from something from 6% down to 2%. Now I know it’s even smaller now. In the last couple of
months, I have watched huge Facebook pages with
3 million fans on them. Their page engagement has gone from a couple of thousand likes or shares down to 30 or 40 likes and shares. So everyone has been
impacted by these changes. I do encourage you to boost the posts on your Facebook page
to your Facebook fans. Now Facebook indicated
only a couple of weeks back that that is one of the signals, engagement on your
Facebook page is a signal that they factor in when
they look at your adverts and the conversions and
clicks that you’re getting. So the more engagement on your
Facebook page that you have, the better that your adverts perform. Now I’ve stated this for many years, but we’ve actually had
some form of clarification from Facebook that yes, that
is a factor that plays into it. So set aside a percentage
of your budget to boost whatever goes up on your
Facebook page for the day. In AdsEspresso, we set that
automatically to say, okay, $30 or $20 per day will go
to promoting whatever posts appear that are scheduled
in on our Facebook page. And we have noticed by doing that, that’s helped increase our profit margins. So automatically, many people
will look at that and go, wait a sec, Ben, that’s
just spending more money and it’s not gonna get me a result. No, you won’t get sales
directly from that ad, the sales come indirectly
because you’re sending a positive signal to Facebook,
hope that makes sense.

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