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The Reason 90% Of Facebook Ads Fail

The Reason 90% Of Facebook Ads Fail

Facebook is an essential skill. Yeah, it is. That everyone needs in eCommerce,
it’s the essential marketing tool. There’s lots of ways to supplement. There’s lots different ways to take it,
but you have to master Facebook ads. My first question is,
is Facebook ads dead? It’s a good question and the answer is
it actually is dead. -No, I’m just kidding.
-Oh, damn it. What are we — -Guys, let’s get out of here.
-Yeah, it’s over. It’s over. Yeah.
So, essentially Facebook ads, a lot of people see it as like dead
or like it’s not as it used to be. And that’s right,
it is not as it used to be. And that’s how the world is
with marketing. Things change. Something that worked three years ago,
doesn’t work today. Something that worked even a year ago,
doesn’t work today. Heck, even something that we used to do
three months ago isn’t as effective today. That’s just how the world evolves. With Facebook ads in an essence,
it’s a traffic source. That’s what people don’t understand. It’s not a way to make money, it’s not like I’m making
money with Facebook ads, it’s not that people that do Facebook ads
are making money with that. They’re sending traffic into something
that they’re making money with or building a business around. What’s changed is the fact that
there is more saturation in the market which means that costs more expensive
and that sounded essentially a bad thing. That just means that there needs to be
a bit more knowledge and you have to approach it in that sort of a quick money
fast cash type of way and more of like a CEO
and a businessman. You have to treat Facebook ads
not only as a traffic source, but what are you trying to accomplish and what type of traffic
you want to bring. It’s not only about running ads
to this product or like, “That’s it,” and then like let’s see
how much money comes in. A good example would be that, as you know,
and a lot of people do, I run the Facebook ads group which has
over 45,000 people and I run like my student groups
and stuff that have thousands of people. The questions that I always,
always get constantly is they post a screenshot
of their ads and like, “Why isn’t my stuff working?
I’m getting this and this cost per click. I’m getting this and this.
Why isn’t this working? Am I not targeting it correctly?
Am I not optimizing correctly?” The first question I ask them,
it’s not about even the Facebook ads it’s about, “Show me your product.
Show me your store. Show me your funnel.” 90% of the time, 9 out of 10 times,
the product is usually complete shit. I’m not even joking. It’s so bad that you open it up on mobile,
it’s not even about the product. It’s not even about the products,
It’s about the whole website. I’ll go in,
I’ll open the product page that they’re running traffic to
on my mobile phone. First thing is
half of the screen is the logo. Second thing is there’s pop ups
coming in from every sector, Willeo, Gamifying opting in,
discount, coupons. They just hit a check list,
check, check … Exactly, I don’t even see the product
because of all of the pop ups. Facebook ads is not the problem here. Is that your product and funnel, you’re not sending people
to something that even can sell. Facebook ads is an external source
of your actual business. To answer your question in a nutshell, Facebook ads is not dead
and it would actually never be dead. Unless Facebook is dead
which would never happen how Mark Zuckerberg is
pushing his companies. But Facebook ads just changed
in the good and the bad. And it’s closing its door
to lower quality experiences. Pretty much, right? -Lower quality customer experiences.
-Exactly. Lower quality store experiences,
that’s what is happening. The answer is obvious,
Facebook isn’t dead. -Right.
-But businesses always need to evolve and they’re evolving for the
better because of this stuff. Exactly. Yeah. Yeah, I think that’s pretty crystal clear. Right. That’s a really interesting point
you bring up about the 90-10. It’s probably higher than that. Like 90% of stores are just not thinking about
their experience or their strategy. -Exactly.
-Their overall strategy, their creative strategy,
their creative funnel. The thing is there are Facebook hacks,
there are things that you need to know. There are ways to manipulate it
and ways to– for scale, ways to not manipulate it, but ways to get scale
and get volume and get sales. Yeah, it’s an algorithmic platform
at the end of the day, There’s ways to utilize it
in better and worse ways. So, people who are doing it all the time
are going to be better because it’s always changing.
-Exactly. So, it’s something you do have
to engage in but it’s almost not
worth engaging until you’ve really put some good thought
into your creative funnel as we say. Exactly. Yeah, that’s the main
essence of it. Nice.
So, just quickly, I’m going to bring it back to
the nitty-gritty for a second on Facebook. What are some of the key things
that have changed six months ago? Is it just about that customer experience? What are some practical things or the ways
it’s changed in the past six months? Right. So, Facebook are now treating
the Facebook advertising platform. They’re pushing a lot of user experience,
a lot of user experience since. I’ve actually been on the news
on Weekend Sunrise in Australia. Like CBS is actually talking about this, when there was a big talk
about Zuckerberg where he’s — I don’t exactly remember the nitty-gritty,
but the whole privacy — I’m not talking about like
the Cambridge Analytica aspect. But the fact is like how we are changing
the whole advertising and pushing more user experience which basically means if your business
or your ads are not only compliance, which has always been like that, but they have to actually
give out good content then Facebook will not treat you as well and you will not actually
get customers as well. The main differences is, first of all,
this is a natural difference where there’s more advertisers,
so costs are more expensive. So, the biggest difference
is costs are more expensive. By costs, I basically mean
that you’re paying more to basically get traffic. So, if a year ago or two years ago,
you would pay, let’s say, $10 to
get 3,000 people in first world countries to see your ads. Today, you’re probably paying $10 to get
1,000 people to see your ads, which is good and bad. Because number one, the thing is that
if ads are more expensive, that means that you have to have
a higher customer value, and if you need to have
a higher customer value, you have to build a
legitimate business which people will see that as a bad thing,
but I see that as a good thing. Because now you have the option
to actually build a sustainable brand that won’t make you
$100,000 in two months but will make you much
more in the long term because you’re actually putting in
business aspects and treating it as a CEO. That’s one of the main aspects. The other aspect is that Facebook
wants you to produce actual good content because now they’re showing less ads
on your news feed. I think if I remember correctly, it used to be 1 out of 5 posts,
the organic posts. Today, it might be like 1 out of 10 posts
which means people are seeing less ads. Now, that’s a good thing and a bad thing. One, the ads are essentially
more expensive, but two, people, potential customers
react more positively to these ads, because they see less of them.
-Yeah. Which means,
yes, you’ll be paying more for ads, but these customers
are going to be worth more because they’re not used to seeing ads. That’s really the main changes
that Zuckerberg and Facebook actually introduced
to the market. Putting more on the user experience
rather than just like pushing in traffic and like sending ads
and selling whatever you want. So, when it comes to methodology of actually testing,
scaling Facebook ads, don’t give me your strategies but just talk about
your philosophy for doing that. Are you a very systematic person? I know you’re an interesting
kind of person because you got this creative side
where you’re thinking very creatively–

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