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Three Ways To Handle All The Facebook Advertising Changes

Three Ways To Handle All The Facebook Advertising Changes


– Like anything else, Facebook is an ever changing environment. They’re changing based on public pressure. They’re changing what
they’re advertisers demand and they’re changing ways to make the public stays interested in what they’re running, okay? So stay ahead of those changes,
just pay close attention. (upbeat music) Hi there, John Nesbit here
with your straight answer for the day, so today’s question
is, how do you stay ahead of all the Facebook
advertising changes lately? Got this from somebody, one
where’d they’d seen these Mark Zuckerberg testifying in congress and such and were all like,
there’s so many changes, how do you possibly stay on top of that? How could we possibly with
our ads stay on top of that? Alright, well first of all
let me go ahead and tell this. I did a whole other video on livestream on Facebook a little while
back, a few days ago. Facebook’s not goin’ anywhere. There are too many old ladies
who love their grandkids and their cat pictures to
ever give up on Facebook. There’s no obvious place
for these people to go to, there’s no other platform
for them to head over to. And so the Facebook usage numbers are gonna stay pretty high. Bigger by a whole order of magnitude, bigger than anything else out there. Besides if that were to change, all we’d have to do is find
out where those eyeballs went and start doing what
we’re doing on Facebook on the new platform, so
anyway, don’t worry about that, but there are a lot of
changes going on with Facebook on a pretty continuous basis. There’s really a couple kinds of changes. First of all, right now is nothing new, there are always a bunch of changes, and when I say always a bunch, I mean these things
happen every, like, week. Two or three changes per week
to how Facebook does things. Some things don’t impact what we do. Some things do impact you if you’re doing healthcare marketing. And basically the idea is just to stay aware for the changes. Most of the changes are what
we call unpublished changes. They’re not ones that they come and say, “Hey we’re officially changing
this. Here’s your warning.” Right, they will do some of those, but most of them are unpublished, which means they just
sorta make the change and you’ve gotta figure it out, right? That’s kinda stressful ’cause
one day your ads are running and it’s working and then it changes and it’s kind of like continental drift. It’s not very fast, but over time it moves pretty far, right? Next thing you know, you’ve
got the Atlantic Ocean between Africa and South America, right? And that’s a pretty big problem in you’re marketing campaign. So the trick is to
always be aware of that. Now I’m gonna give you
three different ways to sort of prepare yourself
or to detect these changes so that you’re not caught
blindsided by this. So your marketing campaigns
continue to work week after week and month after month,
’cause that’s really, who wants a marketing campaign
that works for two weeks? You want it to work forever, right? Okay, so the first thing to know is that Facebook does have
blogs and groups on Facebook of all places where
Facebook actually tells you what they are changing, so
the changes are published. These are the places they
actually announce this. They say, “Okay as of tomorrow
we’re not letting anybody do blah blah blah or we’re getting upset because we’re seeing too
much of this or that.” Which is your clue that
they’re changing things regarding this or that so
if you actually find out what these different forms and things are for different types of
ads, you can be on there, you can see what they’re
running, what they’re changing and be kind of ahead,
that’s the official word. Like I said, that’s probably about 5% of the changes are
actually announced that way. Alright, the second way you can stay ahead of these Facebook changes is by watching your numbers really close. You don’t just have to keep track of how many patient requests your getting. Keep track how many clicks,
what your conversion rates, how many, what the conversion
rate or click through rate on each ad and then
there’s even something, hopefully you know what it is, it’s called the relevant score on Facebook in the ads manager all
the way to the right there’s something called relevance. It’s a score between zero and nine or 10 that tells you how relevant
Facebook thinks your ads are. That’s basically how good does
Facebook think your ads are compared to other ads. You want a high relevance score. Facebook will actually show
more of your ads for cheaper. A low relevance score, Facebook
thinks your ads are crap and they charge you more and that’s how they penalize you, right? So you want a nice, high relevance score, but you also wanna check on all the other numbers that are there. Now it’s easy for me to say, because we run $100,000
worth of ads a month, right? So I’ve got 70 or 100 campaign running for different clients
and when we see changes, we see them over, they kinda
ripple over all the campaigns over just like a day or two. You can sorta see all the numbers changing and you know that something
has moved beneath the waves, you know, kinda like the big
whale under the water there, some of the water moves so
you know something’s there. We can see that when we have
enough data as we do, right? When it’s just you running one campaign, you can still do the same
thing, it just takes you longer to catch on, ’cause your numbers, you might only be hitting one
or two or three leads a day on it, ’cause this is the basis so you gotta watch those
numbers over a couple of weeks and see if they start to
change or drift, right? If you see that change or drift then you know that something’s changed and you start looking for the changes are and the way you kind of combat that is by making subtle changes of different versions of the ads and seeing which goes
up and which goes down and sort of following your nose. You find something that works better then that becomes your new high and you move on, like, right there, okay? Alright, now the third thing you can do is kind of an easy one. It’s watch what other marketers are doing. There’s a general rule of thumb, if you see an ad once, big deal. You see an ad over and over, it’s working for whoever’s running that ad, so like on TV commercials,
you see the one ad that runs one time for some
new product you never heard of and you never see it again, then you know that the ad didn’t work. Same thing on Facebook. If you see someone’s running
a Facebook ad in your area and they run it once or twice
for like a couple of weeks, fine, if you see them running
it over and over and over that means generally,
unless they’re idiots and not paying attention,
which does happen, that it’s working for them. And you can sorta decode,
okay so that’s working, but my ads not working,
what are they doing, you can do variations again,
testing testing testing to find out what is working and decode it from what’s already working
out for the marketplace. That’s kind of a fast easy tip, but it’s sort of a way
to expand the number of testing groups you’ve got
running at any given time. Okay, so that’s three different ways that you can sort of stay
ahead of the Facebook changes. Like anything else, Facebook is an ever changing environment. They’re changing based on public pressure. They’re changing based on scam artists who find some way to game the system. They’re changing what
they’re advertisers demand. They’re changing ways to make sure the public stays interested in what they’re running, okay. So stay ahead of those changes. Just pay close attention and you won’t ever really be surprised. You might miss a trick for
a few days, you catch on, you’ll be fine, alright? I’ll see you in the next video. (upbeat music)

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