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The Secrets To Success With Facebook Ads in 2019 | What’s Working Now

The Secrets To Success With Facebook Ads in 2019 | What’s Working Now

– In this video, we’re talking about, what’s working with
Facebook ads right now. And I’m sharing my agency’s top seven tips so you can create the
most high-converting, profit-producing Facebook Ad possible. Let’s get to it. (rock music) Hey there, my name is Adam Erhart, Modern Marketing Strategist, and welcome to The Modern Marketing Show, where we help you generate
more leads, customers, and sales by making way better marketing. So if you’re interested in
learning about the latest and greatest marketing strategies, tools, tips, tricks, and tactics, well, you may wanna consider subscribing and hitting that notification bell. (bell rings) All right, so let’s talk Facebook ads. Specifically, let’s talk
about what’s working actually right now today
and in the real world. Because as you may have heard
or may have experienced, competition is at an all time high. – [Audience] Aw! – You’re hearing complaints
about diminishing returns and decreased reach and the
effectiveness of the campaign, hitting an all-time low. But for some of us on the other hand, we’re still experiencing
wildly profitable campaigns. – [Audience] Yay! – And getting great
results with the platform. Well, my friend, that’s why I wanna share with you seven tips that
we’re using inside the agency, to consistently generate five, six and even seven-figure generating
Facebook Ad campaigns, even in today’s competitive landscape. All right, so let’s kick if off with tip number one, to Go Long. Now there’s all sorts of
different discussions and debates when it comes to how long
Facebook ads should be. Should it be short and punchy and maybe just one or two lines, should you go for medium length ad and try to cram a little
more information in there or should you go for a
long or a super long copy and try to script out like an entire post or an entire sales page or
an entire long form copy ad. Well, like most things there
is no one sie fits all answer. However, there has been a trend lately towards longer form copy ads. This means really flashing
out the details of your offer in the ad itself rather than
relying on the second stage which would be the landing
page or the sales page or the blog article or wherever
you’re sending them to. Well, what we’re doing
here is we’re essentially kinda flashing out the details
of the offer in the ad itself rather than on the landing page. Now, the reason why this is working a little bit better is two fold. First of all, it keeps
people on the platform a little bit longer which Facebook likes. After all, if you’ve got
a little bit of a post then they click the read more button and then they go through and
they consume all of the content they’re gonna be spending
more time on the platform and Facebook’s going
to reward you for that. The second reason it’s
a little more beneficial and showing some great
results, at least right now is because it kind of acts
like a mini sales page right in the Facebook environment, meaning that the level of commitment or the level of action required
by your potential customer or prospect, it’s pretty low after all, all they really have to
do is click read more and then read more rather
than leaving Facebook, waiting for the page to
load, and essentially really fully understanding that
they are going through a bit of a sales process
or a marketing funnel. Now a couple real quick notes
on using long form copy. For starters, what you want
to do with the long form copy is tell a bit of a story and make it more of kind of a landing page
copy and all the content that you may have put on the second page, well, you can move a lot
of that to that first step but make sure it’s intriguing, make sure it’s entertaining
and probably most importantly, make sure you still hook them
right from the beginning. So in other words, you
almost want to write kind of a short form copy
ad at the beginning anyways, and then build on it as you proceed. This is not the place to drone on and on and really bore them and
never hook their attention or your ads not going to work
no matter how long it is. Now, of course, just
because long form copy is working really well,
it doesn’t mean there’s still not a place for short form copy. And again, it’s going
to depend on your market and your business and your industry. For example, if you’re selling a product or you have an ecom business, we’re still seeing great
results with short copy ad that basically just says,
this is the product, here’s what the offer is,
and you can get it here. But if your sales process
is a little more involved, requires a little bit more
rapport and relationship building well, long form copy is
a great way to do that. My advice here is pretty simple. And it’s really just to test
all three different variations short form copy, medium form
copy, and a long form copy. Fortunately, just by writing
the long form copy first you can kind of chunk out and distill down that medium and that short copy there. So at the end of the day, you still only really have to
write one solid piece of copy. All right, so the next
thing we need to talk about is the powerful algorithm
that Facebook has. You see, in today’s market, the algorithm is becoming
more and more powerful. And this is actually a really good thing because back in the day, we
used to have to micromanage every single little
detail in order to extract the maximum value possible
from the platform. But as the popularity of
Facebook ads continues to grow, and as they extend their reach
to regular business owners and entrepreneurs, and not
just techie nerdy marketers like myself, Well, they’ve
kind of needed to make it a little more approachable
and a little easier to use. It’s for this reason
that one of my tips here is to leave things with
more default settings than we’ve ever left before. Now, if you’re just getting
started with Facebook ads, this is great because it
means you’re not going to need to mess around with all
of the techie details and sort of variations on
placements and budgeting. And you can really leave
things more automatic than setting them manually
and having to kind of dial in every single little minute feature. Now a real world example here is let’s take the all placements feature. Of course you have the option to manually choose your placement. Like if you want it in
the mobile newsfeed only or Instagram feed or Instagram story or maybe a messenger ad, well, you can manually select those or we’re seeing some pretty good results by just picking all placements
and really letting Facebook optimize for what’s going
to get us the best results. Another option here is
budgeting and you can choose to set manual budgeting
or just leave it automatic and let Facebook optimize. And again, at the end of the day, we’re often getting
some pretty good results by just letting Facebook
do what it does best. We’re even experimenting in an area that I thought I’d never give up control which is split testing
my images and my ad copy and the headlines and
everything that we’re using. So we are testing and dabbling with some of the split testing
features with Facebook seeing some pretty good,
comparable results. All that said, if you’re
experienced with Facebook ads and you still want to maintain control, that’s fantastic, but I’d still recommend testing out some of the automatic options. All that said, if you’re going
to use the automatic options, you’ve got to make sure that
you’re watching it like a hawk because when things go sideways
or if they go sideways, you want to be there to correct
them as soon as possible. All right, the next point
that I need to cover here is on campaign budget optimization or CBO, and depending on when
you’re watching this, this could be old news. And it’s already been mandatory enforced, so I’m going to keep this quick. Basically what Facebook
has done is removed the budget settings from the ad set level to the campaign level. All this really does is mean
that they’re essentially taking more control away
from you by deciding and letting their algorithm
optimize which ad set is going to get more
precedents and more reach and more views and which
one’s going to be prioritized showing to your market? Is this a big deal? Yeah, not really. I mean, you still have control, you just have to be aware that
you’re going to probably need different campaigns or multiple campaigns, if you want more detailed and
kind of micro level control over who’s seeing what, and
how often they’re seeing it and what ads and what images
and what creative and all that is getting distributed
to the right audience. So my takeaway tip here is to
really understand the nature and the structure of a properly
set up Facebook ad campaign, talking about using
campaign budget optimization where we’ve got the budget
set at that campaign level well it means that if
we have certain ad sets kind of embedded or buried
under that campaign, we’ve got to be very careful to watch them and see which ad-set that is
performing better than others, so we can turn off the losers
and scale up the winners. At the same time, if we
haven’t added in there that we know is just crushing it, we may want to give it
a dedicated campaign so that we’re sure that
Facebook is delivering it to the absolute best of its ability. At the end of the day, though,
this isn’t that big a deal as long as you understand
the mechanics of it. For that reason, I’m going to
make sure to link up a video on Facebook CBO in the cards as well as in the description below
that you can check out right after this. All right, so the next
thing that we desperately have to talk about is account bans. And the statement that I like to use is to be where the ban hammer. Now we started to see Facebook
really crack down hard on betting accounts last year. But this trend is really only continued and possibly gotten worse,
depending on who you talk to. You see, back in the good old
days of the Wild West days of Facebook ads, we used
to be able to get away with pretty much anything. I mean, we could make crazy claims, we could use all sorts of random images, we could call out our audience, we could do basically all the things that we can now do on YouTube, but we could do them on Facebook. Those days are officially gone. And we’re now into a heavily moderated and very strict terms of
service that you have to obey or your account will be deleted. Now if you’re one of the
lucky few and you’ve got an ad that’s a little bit questionable. Well, Facebook might just
disapprove the ad and say no, you got to try again. But sometimes they bypass this completely and shut down your ad
account or even worse, shut down your entire business manager. Sometimes it’s recoverable,
oftentimes it’s not. So by far, the best
strategy is to be preemptive and really proactive
against kind of avoiding this in the first place. So how do you do this? How do you keep your ad
account safe in today’s market? Well, for starters, you really
want to familiarize yourself with Facebook’s Terms of Service. I know it sounds incredibly boring. And to be honest, it’s pretty boring. But at the end of the day, it’s going to keep your ad account safe, which means more marketing,
more advertising, and more revenue for your business. All good things, all worth the
time and sacrifice required to do a little bit of dry reading. Next, what we’ve heard
from our reps at Facebook and something we’ve seen
anyways for quite some time is that really need to
keep the tone and the style and the theme of your ads way more upbeat and way more positive. We used to be able to
really harp on the negatives and find that pain and really dig in in order to present our
business or our product or our service as the solution to the pain that they’re going through. This is still the case but less so and we definitely want
to focus on the positives and really keeping things
a little more friendly and a little more happy and upbeat. All right, a few more tips
on keeping your account safe. For starters, if you have
a questionable ad out there that’s a little bit
sketchy and it happened to fly under the radar and get approved, it doesn’t mean that it’s
going to be approved forever. So you still want to do
frequent ad account audits on your account making sure
that you’re staying compliant. Next, if you’re a larger
business, you want to make sure that you don’t have all
your eggs in one basket. Meaning if you’re relying
solely on Facebook ads for all of your lead gen, you’re
going to want to diversify, which is one of the reasons
that we’ve branched out really hard into YouTube
ads as a supplementary and often main source of lead gen for our clients businesses. Lastly, I’ll link up a video in the cards as well as in the description below on what to do if your Facebook
ad account does get banned, it’s probably worth taking
a quick look through just so you can take preemptive measures and make sure that you never
have to deal with this hassle. All right, so the next tip and one of the key differentiators between those who are
getting great results from their Facebook ads today and others who are just
scraping by maybe breaking even or losing a lot of money is
that the successful advertisers have mastered the funnel. You see, by far one of
the biggest mistakes I see both novice and even experienced
Facebook ad managers make is that they try to get the ad to do absolutely
everything in one sitting. You see, it’s not the
ads job to make the sale or to capture the lead or to do anything that’s kind of further down the funnel. Rather, the job of the Facebook ad is really just to get the click. That’s it. Now once someone’s clicked, the job of the next stage of the funnel, we’ll say the landing page in this case, well the job of the landing
page is to collect the lead and the thank you page after
you’ve collected the lead well that might be the
place to generate the sale or continue to nurture the relationship or however your funnel’s setup. Just like cramming 10 different
calls to action into one ad is going to leave people
confused and taking no action. Well the same thing happens
when you try to get your ad to do way too much when
all it really should do is maybe tell a bit of a story,
engage them, entertain them. But at the end of the day,
what we’re seeking for here is the. Now this part is really important. So I’m going to recap
it just one more time. When it comes to producing an ROI producing Facebook ad campaign. The job of your Facebook
ad is to get the click the job of your landing
page is to get the opt-in, your thank you page can
make another conversion or make a sale and your
follow up email sequence or retargeting sequence can
continue to nurture the customer and continue to make up sales
or down cells or cross sales. But regardless of how
your funnel is structured, you shouldn’t rely on your ad to do all of the heavy lifting for you. That’s why you’ve got a funnel. And if you don’t have a marketing funnel, or have no idea what it is, I’ll make sure to link up
a video on that one too in the cards as well as
the descriptions below. All right, so the next thing
I want to share with you now is the power of lookalikes. Now, if you’ve been
involved with Facebook ads for any length of time, you’re aware that they’ve got something
called lookalike audiences, which allows you to create
an audience based off of website traffic or a
customer list or an email list. And then have Facebook
go out there and find you other people that look just
like them, hence, lookalikes. Now the beauty of
lookalike audiences or LAs if you want to be techie
is that they are becoming even more effective than
they’ve ever been before. As Facebook continues to
collect different data points on you and on your customers. Seeing as lookalike audiences are just so incredibly effective, they really form one of the pillars of our targeting strategy
inside the agency. The key with lookalike audiences, however, is making sure they’re
populated with the right people in the first place. Which is why your top of funnel
traffic or lead gen strategy needs to be aimed and
targeted at the right people. So you can collect an
audience of 500 to 1000 people kind of on the low end that you can build a lookalike audience off of. Now, when it comes comes to
look alike audience targeting my suggestion here is
to really test them all. We like to start with 1%
lookalikes if possible, but we build them off the website traffic, off all pixel data, off
customer lists, off email lists. If you have ecom, we build
them off, add-to cards and check out initiated
and purchase confirmed and basically every different
stage of the funnel, so you can find out which
one is going to resonate best with your market. The next part of dominating
with your Facebook ad strategy today is understanding
that formatting matters. You see, Facebook is a visual platform. Yeah, I know it’s not as
photographic as Instagram, and it’s not as video based as YouTube. But it’s still an
incredibly visual platform that can leverage both
text as well as photos, as well as videos. Actually,
they even tried to do an audio for a bit though that seemed to kind of fall off the rails. Regardless, formatting matters, especially when it comes to Facebook ads where you’re going to be paying
money to have them deliver your content to your target market. My simple tip here is to make
sure that you’ve really got your formatting dialed in, so that your ad takes up the
maximum real estate possible. For example, let’s say
you’re using an image ad and you have the formatting option to make your image as a square. Well, you’re obviously going
to want to take this option because it’s going to fill up the maximum real estate possible. On the other hand, if you just go with a traditional landscape style photo, you’re going to take up
a lot less real estate and therefore your ad is much
less likely to be clicked and therefore less likely to be acted on. To use it terribly old school example, it’s like paying for a
full page magazine print and then only using half the page. Doesn’t make sense. In general, more space
means more attention, more attention means more clicks, and more clicks means
more leads and sales. The next thing you’re going to want to do is check out the videos
I have linked up here. The first is Facebook
ads, tips and tricks, which is going to walk you
through even more strategies we’re using inside the
agency each and every day. The other is how to create
better Facebook ads, which is going to do exactly
what the title promises, help you create way better Facebook ads to generate more leads customers and sales for your business. So check them out now and I’ll catch you next time
on The Modern Marketing Show.

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