The Top 10 Facebook Ad Mistakes in 2017

Posted on Posted in Advertising, Facebook Advertising, Facebook Marketing, Inspiration, Internet Marketing Strategy

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It sucks when your ads don’t get results. It feels horrible.

It can be accompanied by panic about how much money you spent to find out it didn’t work.

You may not know why it didn’t work. You may not have set things up so that you learned anything from what didn’t work. You may not know what to do next.

I wish every Facebook ad was a success. I wish every Facebook ad campaign worked brilliantly the first time. But that’s simply not realistic.

Even though we’ve had a ton of successes for clients (some of them are here– and there are about ten more super cool case studies I haven’t had time yet to document)…

Michael-Jordan-Quote-1There are many failures, and that’s just part of all digital marketing.

And life, really…

Michael Jordan said, “I failed over and over and over and that’s why I succeeded.”

So your Facebook ad MINDSET is critical…

never-give-upBecause even after you avoid the list of mistakes I’m going to give you below, sometimes you still need to…

  • Gird your loins
  • Steel your nerves
  • Grit your teeth
  • Seize victory from the jaws of defeat

So let’s look at the biggest reasons for Facebook ad failure, starting with the simple and technical and graduating to the biggest and most strategic problems.

Before we get into the list, I have a special freebie for you…

CONTENT UPGRADE ADS WEBINAR

Ok so you opted into that webinar above? Great, let’s get to the list. 🙂

Hey not a big reader? Don’t want to read through this epic blog post? I mean it is 5,800 words long… Watch this video and I’ll talk you through it:

Or just want the short funny summary version? Here’s the ROI vs ROY video (ROI is Return on Investment. ROY is a redneck.):

#1 Insufficient ad testing budget

If you don’t spend enough, you have enough money to test enough ads to find the ads that work super-well, especially if your goals are lead generation or ecommerce sales.

If you really go cheap on your ad budget, you might not find anything that works.

You might run out of money before you get to your goal.

magic-tank

You need enough budget to test at least 50 to 100 ads. At least.

We had a client that we got 2,200% profits for, but it took 160 ad tests to get there, and 76 of those ads DID NOT SELL anything at all.

lafavchart

So if we had only run 76 ads, maybe we wouldn’t have had a single sale!

But one of those ads got 11,800% ROI. Every dollar we spent on it made them $11,800.

Another got 4,000% ROI.

Yes, 150 ads is a lot of work… but it’s worth it.

Sometimes when I look at someone’s Facebook ad account after they’ve said, “Facebook ads didn’t work.”

I see their account only has 10 ads in it and I say, “No, YOU didn’t work.”

You need to do more than that.

What’s the bare minimum you need to spend on Facebook ads?

Most agency folks and consults I’ve spoken to agree that a good start on Facebook ads requires at least $1,000 of spend.

How many things do we need to test? We typically need to run 50-100 ads per product to dial in what is going to work. We need to find the targeting criteria, images and copy that will sell. Some won’t work at all. Some will.

For ecommerce, we can look at your margin and cost per sale and estimate how much we want to spend on each ad before saying it isn’t going to work and turning it off.

  • The more proven the product is (already selling online) the lower that number will be.
  • The newer and less proven it is (hasn’t sold online or hasn’t ever sold anywhere), the higher it will be.
  • If you have a lot products, the more similar they are, the less ads we need to run.
  • The more different your products are, the more ads we need to run, because people will respond differently to them.

Some of your products may be more popular than others. Some may require slightly different targeting. Some may be a good first buy and the others might be better sold as follow-ups via email. None of that is clear at first. It becomes clear over time.

We won’t know what a reasonable cost per sale is until we get an ad that sells. It might be $5, $10 or $20, or more. As we run the ads, we’ll find a number that convert all at different costs-per-sale.

For lead gen, it might be reasonable to go for a $2-5 lead in the business-to-consumer world.

In business-to-business, it could be $10-50 or even higher. And that’s fine when you’re selling things that cost from $1,000 to $100,000 or more.

Running Facebook ads to see what works is kind of like day trading, but you only get info about stocks you trade, and there are no mutuals- you can only buy single companies.

As we discover more ads that are converting, we can revise that cost per conversion target number. If we think $20 per conversion is reasonable, and we need to run a 100 ads, that’s $2,000, just to give you an idea.

The more ads we run, the more we learn and the more ads we find that convert.

This process is a function of the spend more than the time. So if you spend $3,000 in a month or $5,000 in a month, you’ll get there faster.

At the Brian Carter Group, we don’t increase our fees until a client spends $1,000 a day or more (it becomes a lot more work because the ads burn out faster, because the audiences are finite and they’ll all see the ads and tire of them, and stop responding, and the cost goes up, so we have to refresh the creative).

As you might be able to conclude by now, it’s impossible to set an initial ad spend without some degree of guessing. And your budget- the amount of money (hopefully profits from other marketing channels) you have to invest in growing the Facebook channel- plays a part too.

Knowing you need to spend between $1-5k a month gives you an idea what it costs to run a bare minimum professional Facebook ad campaign.

#2 Creating the wrong ad type

I’ve written and spoken extensively and I’ve taught elsewhere about how Facebook has ten different ad types and every ad type is goal-oriented.

adtypes

You could go for engagement or video views or website traffic or event attendance or website conversions, but you have to know what goal you want from these ads and choose the right type.

  • If you boost a post, you’re going to get likes, comments, and shares, but it’s going to be really expensive to get traffic or conversions from that boosted post. If that post has a video in it and you boost it, you’re going to get engagement on that post but not as many video views as you could if you ran a video view ad.
  • If you want to get website traffic you could run the website traffic ad, but a lot of people have run that type of ad and said, “Wow. I got a thousand people to my site but no conversions, no leads, no sales.”
  • That’s because there’s another type of ad for conversions. It’s called the website conversion ad. If you run that one, you have to install the conversion tracking, which is mistake number five. If you don’t have conversion tracking running properly, then the website conversion ad will function like a website traffic ad and only get you traffic.

The reason that that’s so important is that, no matter who you target on Facebook, Facebook will first show your ads to the people within your target group who do the most of whatever your goal is.

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Let’s say you want to target moms who make more than $50,000 a year. If you boost a post, or promote post engagement, then…

Well, there are a lot of moms who make $50,000 a year (17 million in the U.S.). They can’t show your ad to all of 17 million of them at once, so first they’re going to show it to the ones that they know do a lot of liking, commenting, and sharing. Because you chose the post promoting type of ad. That’s the goal you chose.

And those heavy engagers are not the heavy link-clickers or heavy converters… if you want the latter, you need to choose a different ad type.

If you want to get ecommerce sales from those $50k+ moms, you might run a website conversion ad and send them to an ecommerce site. Then they’re going to show it to the moms who make $50,000 who’ve converted on external websites before.

Do you get the point? They’re going to show it to that subgroup of your target audience that’s done the goal that you’re telling them to do with the ad type you chose.

The dumbest thing you can do is only boost posts and expect to get more than likes, comments, and shares…

fbadmistakelinks

…because that means you’re just not aware there’s nine other types of ads and you haven’t gotten into the Ad Manager or Power Editor and you haven’t created those other types of ads.

You have to get in there and create the right ad type for your goal.

#3 Not creating enough ads (not testing enough targeting or creative)

Our best case studies where we’ve had 2,200% ROI or we’ve gotten incredible results for low-cost leads, and all those kinds of things, and where we prevail with the most difficult circumstances and where we drive the most incredible results are when we’ve created the most ideas and put them in front of customers and we see which ones customers respond the most to.

If you only create one idea, it’s a real crap shoot. The chances that you created that home-run ad is very low.

If you create a hundred ads, there’s a much better chance that you found the right combination of targeting and image and headline that people will go crazy for. Then you’re going to get amazing results.

You’re looking for an outlier…

Statistically speaking, WHEN WEIRD IS AWESOME and awesome is weird.

The way I talk about it is I say look at any sport, like the NBA, where there are some amazing athletes…. people like Michael Jordan, Kevin Durant, Steph Curry and Lebron James.

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(For more cool NBA outlier charts like that one…)

These guys are freaks of nature and have drive and practice and they’re very exceptional people, but they’re only four guys out of millions that have ever picked up a basketball and out of thousands of guys that have been in the NBA.

If the NBA had only ever had four players total, the chances that we’d have those four guys is very low.

When you create an ad campaign and you have an ad account, the more ads you run in there, the more ideas you create and test, the better chance you’re going to have of having something really awesome happen.

The more ideas you put in front of your customers, the better chance you have of them going crazy for one of them.

It doesn’t have to happen all at once.

  1. You may start by testing your targeting, find the right way to target people.
  2. You might test some images, find the best image.
  3. Then you test the headlines, find the best headline.

It might happen over time, one thing at a time. Over the course of time, you’re going to test fifty, a hundred, hundred and fifty, two hundred, maybe a thousand ads at some point.

You get to stop at the point where you decide, “The results are so amazing that I don’t want/need any better.” However, it may burn out at some point, so you should always be testing.

Don’t stop with laziness in the beginning or you’ll lose.

  • You’ll cost your company a bunch of money.
  • Your customers won’t be excited.
  • They won’t care.
  • You’re just not going to do as well.

You have to test a lot of things. You’ll get results while you’re doing it, and you’ll get better and better results as you go.

#4 Putting too many ads into one ad set

The way that Facebook works, if you put ten ads into one ad set, it’s going to figure out which one is performing the best and it might only show that one. It’s going to decide on its own how much to show each ad. It doesn’t really give you any control over how much each ad in the ad set is shown to people.

Like we talked about earlier, there are different types of ads. If it’s a post promotion ad, it’s going to find the ad that’s performing the best for getting engagement and it’s going to show that one the most.

Sometimes it will show the one that doesn’t have the lowest cost per engagement, and you have to do your own optimization and pause the expensive one. That’s part of your job with the Facebook ads.

If you put ten ads into the ad set, some of them may never get enough reach and be put in front of enough people to really be tested. You have to only test two, three, four ads at a time, or they just won’t get enough reach for you to know that they were tested well.

What that means is that, if your ad set is to a certain target and you have all your different ad sets set up by different targeting, sometimes if you want to test a new ad you have to pause a good ad.

You might want to change the name of the ad. You’ve got the name of the ad itself, and then you just append to that, “Restart later.” Pause it and run some new ones and see if they do as well as the best one.

Another approach is to create a new ad set that’s got the same targeting and apportion some specific budget to the new testing.

I’ve got some accounts where we have

  • BEST PERFORMING AD AD SETS
  • TESTING AD SETS

We’ve got a specific amount of money budgeted for testing and a specific amount of money running into the best ads.

That’s a smart thing to do too, because then you’re optimizing your budget. If you were investing, wouldn’t you put most of your money in the stocks with the biggest return?

You could have 80% of your budget going to the best-performing ads and 20% of your budget going to testing new ads.

You should always be testing new ads, because eventually your ads are going to stop working. If you’re showing the same ad to a finite audience, and all audiences are finite, eventually everyone that’s going to like or be influenced to click on that ad or do something with it or watch that video, eventually they’re all going to see it. Some of the people will never respond to it, so the performance is going to go down. It’s going to burn out. The costs will go up.

If you don’t have other ads that you’ve been testing over time that are on deck ready to go into your best-performing ads group, you will have to start over from zero and you’ll have a temporary dip in performance.

It’s not a bad idea to have best-performing ad set and testing ad sets.

#5 Not installing conversion tracking properly and testing it ahead of time

If you’re going to run website conversion ads, you need to have conversion tracking set up with either standard events or custom conversions.

That’s a little technical. I’m not going to explain how to set that up here. Facebook has some great help screens.

I will tell you that we found custom conversions to be more reliable overall than standard events.

You do need to get that set up so that you know which ads are working and which ones are not.

It’s not good enough to track Facebook ads in Google Analytics. You need the conversion tracking from Facebook in your website or landing pages to:

  • Tell Facebook ads which ads are working,
  • So that you can optimize at that level and only run the best-performing ads and
  • Stop the ads that aren’t performing well.

Like I said earlier, if you’re trying to run website conversion ads and you don’t have conversion tracking set up they will run like website traffic ads. Often you will get traffic with no conversions, which is a waste of money.

When you set up the conversion tracking, then you need to test it before running the ads. You don’t want to waste any money, so you need to get the pixel in. You need to check the pixel dashboard and make sure that it’s firing. You need to make sure it’s firing on the URLs that you have it on.

pixeldashboard

You need to, if you do custom conversions, to find that custom conversion by the thank-you page, or whatever confirmation page shows up after the conversion is complete.

If they complete a lead and then they go to a thank-you page, or they buy something and go to a confirmation page, the URL of that thank-you page or confirmation page is your custom conversion URL. You need to set that up, define it, and then make sure that you’ve gone to it again, and then that the custom conversions dashboard says that it’s active.

customconversions

Once you’ve done that, then you can create and run ads that are website conversion ads that work. Make sure you’ve got all that stuff set up and verified ahead of time.

#6 Pushing on what you want rather than following the customer’s lead

This is a mistake I see a lot of businesses make on Facebook, is…

  1. they post something and nobody responds,
  2. the response is very low, and
  3. their reaction is, “Well, we need to advertise that more, because this is an important thing and we want to make sure we hammer this into people.”

That’s the exact opposite response of how you should look at these things.

Facebook is a customer laboratory for you, where you can put things in front of customers and see what they like and see what they’ll respond to and what they won’t. Whether it’s engagement or videos or leads or sales, you can find out what works and what doesn’t.

You’ll do better if you go in the direction of what customers love and what they respond to. If you do that…

  • Your costs are going to decrease
  • Your profits are going to go up
  • Your customers are going to love you more

If you go the opposite direction, where you say, “No. This is our initiative. This is the thing we’ve decided is important. We need to hammer this into customers even though they’re not responding to it.”

  • It’s going to be more expensive
  • You’ll get less results
  • Customers won’t like you as much
  • You’ll seem out of touch because you’re not following their lead

The second one is like having a conversation with someone and not listening. You say something to someone, they don’t like it, and you say it again louder? That’s not how relationships work.

Follow the customer’s lead.

This is a really cool time to be marketing, because for years and years and years we’ve wanted to know, as businesses, what customers like and don’t like. There have been a lot of ways to try to figure that out- through surveys and focus groups and all that kind of stuff.

Every one of those customer discovery methods has flaws.

One of the biggest flaws they have is the customer knows that they’re being asked these things. That’s very different.

How a customer or a person acts when they don’t think they’re being watched, what they will buy, what they will do, is different. It’s more true and it’s more accurate than when they’re in a focus group trying to impress the other panelists or the person asking the question. Or when they’re taking a survey talking about who they wished they were instead of who they actually are.

You want to know how they actually behave, not how they wish or intend to behave.

When we put things in front of customers and they don’t realize it, they’re not really thinking about how we’re monitoring whether they did or didn’t respond to the post or the ad, but we are.

It’s like a top-secret survey they don’t even know we’re doing on them.

While we’re getting Facebook results, we’re also constantly learning from them without them realizing that we’re surveying them.

That’s what Facebook posts and ads do for us, is that they are a huge source of customer intelligence and they’re much more accurate than some of the other methods we’ve had for a long, long time.

#7 Bad copy

That means copywriting. Copywriting is a fundamental marketing discipline.

It’s very important to understand that different phrases and different words affect people differently. There’s been work in this area for over eighty, almost ninety years. People in marketing have been trying to write things that get bigger and better results from customers.

You need to understand the fundamentals of copywriting. There are many books out there, many courses out there, about copywriting.

Beyond that, there’s even psychological research about what words people respond to the most, what words are positive for people, negative, arousing, stimulating, which ones men like, which words women like. There’s a lot of good research out there too.

There are places like BuzzSumo that analyze blog posts that work and don’t.

There’s a lot of data out there, and then you can create your own data. You absolutely should because your customer group is going to be somewhat unique and is going to respond uniquely to your offer and brand, so ask yourself:

  • Which subject lines get them to open your emails?
  • Which blog posts get the most attention?
  • Which ads get the best results?
  • Which posts get the most engagement?

If you’re smart about it and you’ve learned the basics of copy writing, you have thought about what are the benefits of my product or service, what is my unique  selling proposition… there are a whole bunch of fundamental copy things you need to know about your business. If you’ve figured those out, you can test them with Facebook ads and find out what works the best for your customers.

You may start with bad or mediocre copy, but you don’t have to stay there.

Facebook is a customer laboratory, and testing is the process that saves us from ourselves and our bad ideas and our office politics, and it helps us get better results.

#8 Not split-testing landing pages

Fundamental thing to understand about getting results online is that a landing page is anywhere you send somebody. It could be your homepage. It could be a leadpage. It could be a click funnel’s entry page. It could be any webpage. A landing page is the first page they go to. You want them to do something when they get there. Maybe you’re trying to get a lead. Maybe you’re trying to get them to sign up for your email. Maybe you’re trying to get them to register for an event. Maybe you’re trying to get them to buy something. Whatever it is, you’re trying to get them to do something.

You can split test that landing page to see which page gets a better result. What’s the conversion rate? What percentage of people who went there did the thing you wanted them to do?

It’s not as smart to do sequential testing, which means we’re going to have our website look like this for a week, and then we’re going to change it and have it look like something else for a week. Because who knows what happened this week versus last week? Maybe there was a holiday. Maybe there was a national crisis. Maybe the economy went up or down. Things can change in time.

Split-testing allows us to see how people responded to different things at the same time, which eliminates a lot of variables that could screw up our results.

Split-testing is really important. There are a lot of different platforms that allow you to do that. There’s lead pages, click funnels, Unbounce, Optimizely. There are WordPress themes. There’s a WordPress plugin that lets you split test your blog post titles.

Split-testing is a fundamental part of digital marketing. It’s really very similar to testing multiple Facebook ads. You need to have this understanding that the cost per conversion, whether that’s a lead or a sale online, comes from a couple different things: the cost per click, how much did that traffic cost to get there; and then how many people did you have to send there per lead or sale, that’s the conversion rate.

If you can increase the conversion rate or lower the cost per click or both, you lower your cost per sale cost per lead. You increase your profits. These are your two biggest levers.

We’re back to copy writing, images, all those things you put on a landing page, the format, the layout, whether there’s a video or not, what kind of video it is.

Let me add one thing here. When it comes to testing ads, testing copy, testing landing pages, the research says it doesn’t matter how long you’ve been a marketer, you don’t get better at guessing. Your guesses do not get more accurate. You can get better at writing copy. You can get more disciplined at the testing process. You can get more creative. You can get better at understanding customers, but you can’t get more right. You still have to test a lot of different things.

Testing is liberating, too, because not only does it increase our chances of getting higher profits, it’s a profitable activity, but it liberates us from the personal opinion, feeling, emotional, messy side of creativity, where somebody’s attached to the image they like or the headline they wrote, or whatever. If you can get everybody on board with science and say, “Look, these are all great ideas. Let’s see what the customer likes. Using a scientific process, we’re going to find out.”

Then everybody on the team is free to have good ideas and bad ideas. No one has to say, “I’m a good person or a bad person because I had a good idea or a bad idea.” That’s not what it’s about. It’s about a process, trying to understand the customer, and create things, and test things, and get better and better results. It’s just a conversation with the customer where we serve them better and better. Landing pages are a big part of that.

#9 Too many steps before conversion

One thing to understand about digital marketing is the more steps people have to take to get anywhere, the fewer people will get there.

The longer the journey is, the more people die on the way. That’s a horrible analogy.

If you think about email marketing, for example, to get people to buy something  you’d have to get them to open the email, that’s step one.  Before that you have to get them to sign up for your email list.  You have to get them to go to your website to sign up for the email list…

  • Go to the website,
  • Sign up for the email list,
  • Open the email. That’s three steps already.
  • Click on the link. That’s four.
  • Then however many steps it takes to buy the thing on your site. Maybe five, six, seven steps.

That’s email marketing.

How many people open the email? 20%? 30%? That means 70-80% didn’t open the email.

How many people that opened the email click through? Maybe it’s 20%, 30%. Again, you lose another 70-80%.

When they get to the site, how many purchase? A good ecommerce conversion rate is 1% or 2%.

98% or 99% of the people that clicked on your email, went to your site, didn’t buy.

Wow.

You lose most of your people at every step you make them take.

With Facebook, if you have to get a fan, get them to see your post, we know Facebook reach is a problem, get them to click the link in the post, that’s a lot of steps to get them to your site.

You can cut out some of the steps just by having a Facebook ad that sends them directly to the site. You cut out two steps. You didn’t need to get them to be a fan. You didn’t need to get them to see the post. Just running the ad got them to see it.

We know website conversion ads, get better people there to convert. Your conversion rate’s going to be higher. That’s even better.

That’s why fan marketing is broken. It’s partly you might have the wrong people. They might not be buyers. It’s also extra steps.

Having too many steps in your funnel

  • Reduces your conversion rate,
  • Increases your cost per sale,
  • Lowers your profits.

Simplify the customer journey and you increase your profits.

#10 Custom programming and generally reinventing the wheel

Sometimes I see entrepreneurs hire a programmer and have the programmer create things that are not as good as stuff that’s out there. There are a lot of software-as-a-service apps out there. Landing pages are a big one. Have a programmer create a way to buy something on your site instead of just using lead pages or click funnels and plug it into PayPal, or something. You’ve got two obvious SaaS’s that are bulletproof and they always work, as opposed to having a programmer create something that might be buggy.

The problem with programmers is you never know if they’re going to be really good or they’re going to do things on time or they’re going to hold your code hostage or what. There’s a lot of problems there. You don’t know if they’re going to provide good customer service. I heard so many nightmare stories with programmers.

It’s better to find an existing service out there that does something you want them to do than to custom program it.

The other problem with custom programming is that sometimes the stuff you program can conflict with, say, Facebook or Google JavaScript code that’s used for conversion tracking. We’ve had issues where a custom program lead form wasn’t even trackable because the JavaScript conflicted with the Facebook conversion tracking code.

You create a lot of problems for your self by reinventing the wheel and hiring programmers to do custom things that are already out there. Don’t do that. Check and see what’s already out there before you hire somebody.

Uh oh, there’s one more!

THE BIGGEST mistake that will cripple your Facebook Ad Campaigns…

OFFERING SOMETHING NO ONE WANTS

We have sometimes have clients who are entrepreneurs who have a new idea.

It sounds great, it looks great, but we don’t realize until we put it out there nobody wants to buy it.

If it’s a product that no one’s ever bought before, you can test it with Facebook.

Facebook is very affordable- more affordable than Google ads. If it’s a totally new thing, nobody’s searching for it, so AdWords doesn’t make sense.

It might be a new category of things. Nobody’s searching for it, so Facebook makes sense.

Reach the right people, tell them about it.

People go, they check it out.

IF… no matter how you explain it, no matter what you do, you get influencers, you create awesome videos… No matter what you do with it, nobody wants it….

not interested

Sometimes you have a business or a product idea and it’s just a DUD.

The good news is that you can pretty affordably test your new product or business or service idea with Facebook ads.

You can even use Kickstarter to test a product idea without putting out money to create the product… because if no one wants to fund it and buy it ahead of time probably nobody would buy it.

Facebook ads and Kickstarter are really good ways to test an idea ahead of time and not commit a lot of time and money and emotion to something that no one’s going to want to buy.

It’s a tough thing, because

  • You could totally love the idea.
  • You could be super-passionate.
  • You can be convinced your logic is sound that people should want it…

But there’s still a chance that they won’t buy it.

I’ve seen numerous situations where it just totally made sense people should want this thing, but nobody wanted to put money out for it.

I’ve even seen products created from customer surveys where people said they wanted it, but when it came time to purchase, nobody bought.

What people say they’ll do and what they’ll actually do are very different.

Until the cash register rings, you don’t really know for sure.

Save yourself some heartache and some money and use Facebook ads to test the idea.

Just seeing if people will click through at a high rate on the ads for it. If they won’t click through a newsfeed ad, a 1% or a right-hand column ad at 0.1% for it and it’s the right target audience, there’s just not enough interest.

You could do a beta, do a website that’s like, “Check this out. Sign up. Put your email in to hear about it when it’s available,” or, “we’ll give you 20% off when it’s ready.”

If you’re not getting a lot of interest from that, then you got a good indicator there’s something wrong. Something’s not right.

It’s good to know that as soon as possible. You don’t want to invest a lot of time, money, heartache into something that no one’s going to buy.

CONCLUSION

It can be challenging, because there are a lot of mistakes people make. And I see so many businesses make the exact same mistakes over and over. That’s why I write posts like this.

It’s frustrating, because I think a lot of people get excited about things.

They say, “Oh, Facebook ads are going to be great! Snapchat’s going to be great! Live video is going to be great!”

They get very excited about the opportunities, but they don’t see all the traps and pitfalls and mistakes ahead.

I’ve seen so many people make the exact same mistakes and fall into the exact same traps.

My passion is to just tell you guys, as difficult as it might sound, “Here’s some problems ahead of you that you need to avoid.”

I want you guys to succeed. I want you guys to profit. I want you guys not to waste your money.

Please don’t make these mistakes. That is my message to you.

But at the same time…

  • There’s never been more opportunity in business.
  • We’ve never had better data about customers.
  • It’s never been more affordable to try new ideas and get new customers.

So if you’re smart about it, you can succeed with digital and social marketing.

CONTENT UPGRADE ADS WEBINAR

What Pokémon GO Means For Your Company’s Marketing

Posted on Posted in Advertising, Internet Marketing Strategy, Viral Marketing

(Putting aside using Pokémon GO to market a local retail business, if that attracts your target market…)

Some people say that if your product is good enough, you don’t need to advertise.

You’ve never seen a Pokemon Go advertisement, right?

Pokémon GO is a huge phenomenon and making them a ton of money, right? So, you probably don’t need ads?

pokemon-go-screenshots

You’re right that Pokémon GO is winning- BUT the problem is that 99% of companies don’t have something awesome enough to drive that kind of word of mouth.

Pokémon GO piggybacked on a media franchise that had already sold 200 million video games, and had already grossed $46 billion.

What kind of cloud computing service would drive Pokemon Go level word-of-mouth? I mean sure, if you can come up with an augmented reality game for your cloud computing service that piggybacks on an already successful multi-billion dollar global media game franchise, go for it!

When companies market, they fall into four basic groups:

1. VIRAL PRODUCT: Have a genius product that doesn’t need marketing (like Pokemon Go)
2. VIRAL MARKETING: Have a good product and genius marketing content that goes viral every time and doesn’t require advertising
3. ADVERTISING: Have a good product and good marketing but have to advertise.
4. LIPSTICK ON A PIG: Have a bad product and try advertising…

Most companies fall into #3… they have to advertise.

A lot of companies want to be in category #2… they want to go viral. They want their agency to have brilliant ideas that go viral. The reality is, most companies don’t have anyone who can do that.

How many of you have someone who creates organic content that goes viral 100% of the time?

I’m guessing nobody, based on what I’ve seen.

For the best creatives online… the best YouTubers, for example… maybe 20% of their creations go viral. And these are freaks of nature… there aren’t many of them.

There are geniuses out there like Aaron Sorkin or JJ Abrams or Spielberg- these are the rare few who almost always win. But there are only a handful of these humans per generation. You can’t hire them.

So you have to advertise.

A few companies are #4 and all their ads and marketing are just lipstick on a pig… nobody wants their offering, no matter what you do.

In summary, it doesn’t help a company with a good product (someone who’s not at level #1) to tell them they should have thought of an awesome outlier product.

Only outliers have outlier-level-awesome products, and by definition that means only 1% of companies.

Most companies have to advertise.

How Facebook Cut This Company’s Cost Per Lead by 84%

Posted on Posted in Advertising, Analytics, Facebook Advertising, Internet Marketing Strategy, Social Media Lead Generation, Social Media Strategy

This is the first case study interview in the relaunch of my podcast. And yes, a lot of my podcasts start as videos. 🙂

Real companies, real campaigns, real results.

One of the biggest problems we struggle with these days is an overwhelm – too much information, too many ideas, too many platforms, too many strategies.

What actually works?

That’s what we’re going to talk about in these case studies.

I think it’s time for social marketing to mature. We’re going to talk to companies that are doing big things in social media, and getting quantifiable, measured results.

INTERVIEW:

Jonathan Leake (Director of Digital Marketing for DirectBuy): In the first six months of doing Facebook, we drove our cost per lead down by 84%, which is massive. I mean, we’re talking in dollars and cents, we’re talking – prior to initiating the Facebook campaign, we were well over $1,000 at a cost-per-member perspective, and now we’re sub $400 on average.

Brian Carter: That’s crazy.

Jonathan Leake: Yeah, cost-per-member is crazy. Our cost-per-member across all our media spends, and all our channels – and this is a very generalized number, so we can get very finite based off of channels. Prior to really initiating social, we were over $1,000. Today, if you look at all of our channels combined, we are generally lower than $200.

Brian Carter: We got to work with DirectBuy on this stuff, and what we’re going to talk about today is some great attribution stuff, right? Jonathan has done a great job with all of your data partners, your analytics partners of identifying what’s really going on. So many people use social, and no matter what they’re doing, they don’t really know what effect it’s having.

Jonathan Leake: That’s totally true. I mean, a lot of people just – they have a lot of money and I think it varies by the size business that you are. Generally, the larger business that you are, the harder it is to attribute things so you use tools like Adometry, which is a wonderful tool to use, but in my experience with different brands, you’re making huge financial decisions with 10-15% of data. That’s a lot of data that you’re missing. The opportunity with that other 85% of the data that you’re missing on is huge.

Where we were struggling as a business, is that we didn’t really have a really good attribution path or report to really tell us what channels were pushing and pulling. If you think about media, you want to push and pull different levers based off what’s working. Sometimes you actually want to push a lever further out, that’s actually not working for brand reasons. A billboard is a perfect example in every day.

We’re like, “Why do we want to put a billboard up on the street?”

“Because Coca Cola is on the other side of the road, and I’m Pepsi.”

You just need to be there.

When you want to get down to conversion and lead gen, it’s another ball of wax. Where do I want to put my efforts in? In this case, for us, it was social. It was an area that we knew, based off our experience working together. We knew that we could drive a lot of brand-awareness. We knew that we could drive leads at a really efficient cost. It just was a question of, “How was it going to impact our business?” And the results are huge.

Brian Carter: Let’s go back. What was Direct Buy doing before with social, if anything?

Jonathan Leake: Previously, we were really community. It was about engaging members, getting them to work with our page. We’ve had a brand reputation issue in the past, so we try to make sure that we put customer service first. We want customers to come to our page. We want them to ask questions, and have our customer service team answer those questions. It really was not about a membership conversion vehicle. We didn’t use Facebook as that. We were using it as an engagement tool with our existing membership. Some of the type of content that we put out there is inspirational for folks that like to do things by themselves, like DIYers and things of that nature.

I would say the opportunity – and as you and I know – that Facebook and social in general has become a pay to play kind of space. If you want to actually drive your member engagement up, if you just want to drive your page engagement up, you have to pay just to get your post shown. If you want to use social as a lead acquisition vehicle, then you can also do that too, but you also have to pay. Your organic stuff, that you can do, can certainly help that but it’s an assisted conversion. It’s a question of, “How does pay change the algorithm for you, within social?” It can certainly do a lot of good things, and that’s where your team helps us out a lot.

Brian Carter: We did several things. Number one, we identified who is the best buyer. We took all Direct Buy’s e-mails, we uploaded them. We looked at members who stuck versus members who didn’t stick versus people who didn’t become members. Then we looked at the difference between who those people were. That helped us target the ads better. I always tell people now, I’ve summarized it. Advertising is instant- targeted- visibility, whereas organic is like, “Uhh, we might reach some people. We don’t know who, and we don’t know when.” That’s the problem with organic.

The other thing, too, is that there’s this black box. You identified through the attribution study that social is often the first touch. Google is often the last touch, but in between what was it that increased all the Direct Buy searches? Was it the brand reputation stuff we did? We did a number of different awareness and engagement campaigns. We know they all helped, we just don’t know which one helped the most.

Jonathan Leake: Right, and that’s actually what we’re working on right now. We’re working with our analytics partner to get better attribution. Out of every dollar, if you’re thinking about a linear attribution model, that’s generally a 40/40/20 split. First click gets 40% of your dollar. Last click gets 40% of your dollar, and the remaining channels get 20, so you spread 20% across all the other channels.

What we know from our experience, is that sometimes it’s non-branded that actually influences people to come into Facebook. Doing a search for a product on non-branded might just be for furniture in a particular location – let’s say furniture in Charlotte, NC – and then they go into Facebook and they see our ad, because that influenced what happened in Facebook. All of a sudden, we show up because we targeted furniture. Then, they engage with our ad. Then the go back out online, and they’re like, “Oh, who is this Direct Buy?” Then they do a search for Direct Buy Furniture, and then they learn about our business and they come to our website. That’s a general path for our business, and how someone learns about us.

We’ve done a good job with content online. Pinterest helps us out a lot with getting other content out there. Inspiration Moments, our blog, does a lot of good work there too. The search team that we work with has really put together a lot of good content on our blog about things like a man-cave – how to make the perfect man-cave. I know it’s a cliché type thing, but let’s be honest here. We all want a man-cave in some way, shape, or form – or I want a really awesome garage. Take your pick, which it is.

Content is what’s driving people into the other channels, in addition to paid. Paid just influences where people go organically. It’s being able to have the right content in place across the other channels that drives them back in. Maybe it’s through another paid channel, but often it’s direct. When I say direct, I mean people literally just type in your domain name in their address bar. That’s the ultimate goal, at least for us because that allows us to tell our best story.

Brian Carter: Why do you think Facebook had such a big effect on the cost-per-lead, cost-per-member?

Jonathan Leake: I think the targeting is the best element. You can do targeting in other markets. You can do targeting in Google, but you have to pay a lot in Google’s world to actually utilize all the functionality that’s available. It takes a really heave media spend to be able to target what you want. Say, for example, that you want to target people with a FICO score, which is something that you do. It’s a cohort, of sorts, that you definitely want to hit if you’re in our market. If we can target people by FICO score, that would be fabulous. It helps us make sure that the people that want to sign up for membership can continue to be a member of us and also have disposable income to be able to take advantage of the savings that we offer every day.

Facebook was huge for us because we were able to look at demographic information that’s not normally available in other sources. Household income is one. That’s generally something that you would get through a business that does FICO scoring – like an Experian. We could take household income, geographic locations – if they happen to be within a territory that we have a club located, which helps amplify the social footprint, and the digital footprint of the business. These are all things that are relevant to what we have going on.

What’s also great for the member profile is that we can actually pull sales data, as in if a lamp happened to be the most popular selling item, then we can change our creative up in Facebook very quickly to identify people that like lamps. You have people that are just very passionate, and I always call them passion-points, and Facebook allows you to really tap into those passion-points really easily. That just amplifies your ad work – what you’re doing within advertising – really well. It’s creative and target all in one.

Brian Carter: I was thinking about brick with “I love Lamp” when you said that.

That’s true and I don’t know if everybody knows that. You can find out people’s income-level from Facebook, on insights. Or that you can target people with Facebook ads by income, by net-worth, or by the value of their home – which have been huge. Like you said, we discover things about – It’s interesting because maybe it’s not the type of furniture that they end up buying, but we discover the type of furniture that leads them to enter their lead information, which may be different from the coolest-looking furniture. It may not be what you expect, and we get to find that out.

Jonathan Leake: Yeah, I’m always amazed that we’d like to think – I personally like modern furniture, but I’m always amazed at how much Americana is out there. When I say Americana, there’s a lot of tattered American flags that are ordered all the time.

Brian Carter: Yeah, and there’s a lot of brown furniture, and comfortable stuff that looks like I could lay down on that and it would be comfortable, as opposed to – We’ve even had people on the Facebook posts go – I don’t know if they’ve said this but they’re like, “It looks I could actually injure myself on that furniture. It’s too sharp.” Or “It’s too white. I’m going to spill juice on it immediately.” We learn a lot of stuff from the posts, and we’re showing them to the best target customers so we’re actually learning what the ideal customer thinks – which is great.

Jonathan Leake: I think what was really interesting, when we first started as a business you do your research and you identify who your customers are. We have four different sets of people that we like to look for. I think what was interesting, though – there’s this argument in the marketplace that you should always be going after millennials. I think millennials are phenomenal people – lots of wonderful ideas, but I have to tell you; millennials right now, today, they’re not our core customer. That’s one of the things we were able to identify. There is a millennial customer that is right for us, but most millennials haven’t experienced the life-moments to really take them to a place where they could really take advantage of our membership in the best way that they could.

Brian Carter: Yeah, and they haven’t had the opportunities. They had the millennial story. We came out of college, there was no jobs. They economy was horrible. That’s what I tell people. “Hey, yeah I’ll give you some millennial data here. The data shows that they don’t have a lot of money.” Maybe they will be the next big customer. There are a ton of them, and they’re going to inherit their parent’s money. So in ten years, fifteen years, maybe they’ll have some money for a while. But right now they’re not a good customer for a lot of different things.

Did you want to share any of those slides, any other thing we haven’t covered yet on those?

Jonathan Leake: Yeah, let me pop up the slides real quick.

Brian Carter: We had Jonathon present at Social Media Marketing World. I had two panels. I had a Facebook panel, a Twitter panel – all corporate stuff. It was a lot of fun. I’m going to have some more of those people in interviews like this.

Jonathan Leake: This is a quick thing. We we are able to identify in a super quick way is, here is our 84% reduction we attributed directly to Facebook because we were only doing advertising in Facebook. We’re not spending money on Twitter, or LinkedIn, or any other place that we could acquire people socially. On the flip-side, what we were able to do is really target the fact that our most inefficient channel, as a result of this, was non-branded pay-per-click. What we did, is we actually cut out our non-branded pay-per-click and it reduced our overall cost-per-lead by 60-70% in just four months. What we talked about originally was 84% reduction in our cost-per-lead. Our member acquisition costs dropped by 80% as well.

Brian Carter: That’s huge.

Jonathan Leake: This is how we did it. In month one, we set benchmarks – super duper important. If you don’t have benchmarks, you should set them now. Even if you don’t have any research, just set them. I’m sure you have some data to establish them. When we went out of the gate, we were looking at trying to get a $40 lead. This gives you an idea, in our lead generation, how it works. We started out, in month one, at $164 a conversion. Month two, we ended up figuring things out a little bit more in our targeting. Our spend ratios and everything we were doing. We ended up with $25. And by month three and month four, we literally were able to achieve a $4 conversion. It’s completely outstanding to see what you can do just by focusing in on the data, which is really important.

This gives you an example of what we actually set. When we put the program together, we worked with you. We ran a full digital audit across all our channels. We looked at what we are trying to actually achieve. These are the four things. We’ve got engagement – 20-50% pulls-per-lead in month one. We were already able to achieve that goal. We were able to achieve the engagement rate that we wanted. As you can see, in month four, that went up in terms of our engagement rate. That’s great.

Then you get down to leads. You have, $40 was our benchmark. Month one wasn’t so good. $106, but by month four, we’re down to $7.45. That’s fantastic. One of the biggest challenges that we had was trying to figure out how to get quality leads in the door. We were able to get a lot of leads, but the question that we had was – of the people that give us phone numbers, how many of those people actually show up at the door?

That’s kind of a big deal. At the end of the day, we really need to make sure that when people become a lead, they actually want to follow through on the appointment that they made with us. It’s a pretty common experience these days to not have that happen. People literally just don’t show up for their appointment. It was top of mind when they actually became a lead, but you didn’t give them a conversion event to do anything other than become an appointment. That’s not what they wanted to do. Maybe they just wanted to sign up right now. That happens all the time, and now we’re trying to refine that process to make sure that the lead that’s coming in the door is the best quality lead to enable our phone sales team to actually work with a lead and convert the lead.

On the flip-side, if you don’t happen to want to engage with actual people, which is more and more common. You just want to text, and you just want to chat. You really just want to be digital. You don’t want to have human interaction, but you want digital human interaction. If that’s how you want to convert into a customer for someone, then we need to give them that opportunity. That’s what we’re working on actively as a business – to make it easier to become a customer.

Brian Carter: That’s the next frontier. Cool. Awesome. I think that pretty much covers it. Thanks for sharing all that info. Test everything. Track it. Analyze it. Do better. Any final words?

Jonathan Leake: One of my mantras is – Launch, measure, rinse and repeat. You’ve got to fail fast, and you have to learn quickly. The only way you’re going to do that is you’re going to dive into the data, and make sure you’re measuring things. Make sure you’re setting benchmarks. If you’re not doing that stuff, find a way to do it. It’s really, really hard but it’s also super easy. It’s the same way that you’re going to grow in life. If you don’t ever say that you’re going to graduate high school, you’re never going to graduate high school because you’re not challenging yourself. You want to graduate college, well set the goal and you’ll make it happen. It’s not easy. No one said anything is easy, but you’ll make it right and you’ll figure out what works to get to where you want to be.

Brian Carter: Awesome! Jonathon Leake, Direct Buy. Thank you very much.

Jonathan Leake: You bet.

TAKEAWAYS

Some of our main take-aways from this are

Number one, Facebook audit can be huge to help you identify who your best customers actually are.

That can be super valuable for a couple reasons. Number one, once you know who your best customer is, in terms of the data, then you can ensure that you’re not targeting the wrong people, and that everybody in your organization is focused on the ideal customer. Then you can use that information to target your ads to the right people. You can make sure your content gets in front of the right people. Then, you can also make sure that when you get feedback about your content, that feedback is coming from your ideal customer, not just from anybody. You don’t want to go crazy with, “People don’t like this or that info-graphic, or that blog post,” and they’re not even your ideal customer. That’s a huge thing to start with.

This Direct Buy case study, for us, is one of our first huge end-to-end things where multiple strategies, multiple tactics, all in place and we saw that having everything going together created a gigantic lift in a lot of ways, for the entire business.

The second thing we saw was that posting in a lot of different ways – for brand reputation, for engagement, and getting across the brand’s value proposition and unique selling proposition really helped soften up the target.

That led to more searches for the brand name. It led to a lower cost per customer acquisition overall, and also allowed us to even stop running certain other types of advertising – certain types of Google ads that were very expensive. We decreased our awareness costs. We decreased other costs. We created more customer awareness. We got them ready to buy sooner. We really made Facebook the most efficient and effective first-touch channel online.

The third things we did was, we found out that Facebook, again – as it has been for many, many of our customers, both B2C, B2B – is a very, very effective, low-cost way to get leads.

Not only can you get customer sales, eCommerce, members, but you can also get a ton of leads for your sales people to contact.

What was really most interesting to me, though, was that by doing everything – from the audit at the beginning, to the posting engagement, the customer targeting, the lead gen – doing everything together had a gigantic effect for their business. We have other clients who sometimes engage us for just one thing. Maybe it’s just the ads. Maybe it’s just the audit. Maybe it’s just posting. They don’t do the entire system of things that is Facebook marketing. We got to see the gigantic effect for using all of the different strategies that Facebook has available. It had a gigantic effect, so we’d love to do that for more businesses – to put everything into play.

What can you do with this information?

  • I definitely encourage you to check out Facebook audience insights. Upload your e-mails, if you have them – your buyer e-mails, your lead e-mails. Analyze the difference between your buyers and your leads, and your fans, and people who just like your competitors, or people who like things in your niche. Find out who your ideal customer is.
  • Do a lot of posting to your ideal customer. Learn what they like and don’t like.
  • Make sure you use ads, because Facebook is pay-to-play. You have to use ads, and like Jonathon said…
  • you’ve got to test. That’s fundamental to everything we do. While we’re getting results, while we’re getting engagement, leads, and sales, we’re also always learning because we’re trying different images, different messages, different ways to target that ideal customer. You always want to be learning.

That’s what you should do with this information from this case study.

I hope it was useful to you and I look forward to bringing you the next one.

See you then!

 

Geeky Data Increases Customers and Loyalty

Posted on Posted in Advertising, Analytics, Content Marketing, Facebook Advertising, Facebook Marketing

If you’re going to do digital marketing or social marketing you have to have geeks or you have to get a little geeky. What does that mean? You need to get into the analytics, you need to look at your metrics, you have to start keep a track of these stuff.

You can’t just put on a content calendar that you think is full of content that you like or your marketing department likes or your CEO likes because what really matters is what your customer likes.

That geeky approach, the scientific marketing approach … Facebook is a digital marketing laboratory.

You put this content out. You can get ideas from a bunch of different places, from anyone in your company, anywhere. From customers, anywhere.

Throw all those ideas into your internet digital laboratory aka Facebook see what metrics come back, get a little geeky, look at those numbers and figure out what people like and what they don’t.

It doesn’t matter what YOU like. It matters what your customer likes.

You need to get geeky and figure out what that is.

geek

Facebook Ads Will Grow Your Business

Posted on Posted in Advertising, Facebook Advertising

If you know anything about me, you know I love advertising.

Why? It’s instant, targeted visibility, probably to your best ideal customer. That’s huge, right?

You don’t want to waste time putting great content out there if you don’t know who’s going to see it, how many people are going to see it, when if ever they’ll see it.

That’s why I think advertising is great.

Why is Facebook advertising so great? So many reasons. One of them is, you can reach anybody, like 70% of people over 13 in the US are on Facebook okay. Millennials? Yeah, they like Snap-chat and all that stuff but they’re also on Facebook. If you look at how many millennials are on Facebook, more millennials than are on in any other platform, okay, so let’s put that idea to rest.

Is Facebook cool? No, it’s not as cool as the newest thing, but they’re on there and you can reach them there. They have to be on there. I message some friends of mine in comedy who are millennials on Facebook all the time and yeah, they’re on there too.

You can reach anybody you want on Facebook.

  • We’ve reached people for weight-loss products.
  • We’ve reached CMOs, CTOs.
  • We’ve reached people that have owned horses, right, for all kinds of different things for clients.
  • People who own houses that are worth more than $300,000.

There are so many great targeting options with Facebook. It is amazing. That’s why I love Facebook. You can reach whoever you want on there. Anytime.

Do people go on Facebook to buy things? No, but hey, last time you went on vacation, did you go on vacation to buy things? No. You probably went to relax, have a good time. Did you buy anything? Probably, right?

You don’t go on Facebook to do business either but it works for B2B. Why? People go on Facebook to be entertained because they’re bored, to connect with their friends, to find some kind of social connection. If you can do something cool, grab their attention and connect that to your product or your service and solve a problem …

Look I don’t know about you but for me at least, everybody I know, the distinction between work and personal has really blurred a lot. We’re working harder than ever, we have more responsibility at work than ever and we’re thinking about that stuff sometimes when we’re not at work.

facebook-tv-second-screen

You could be at home, watching TV, watching Netflix or whatever it is and you’re also on your smart phone and you happen to be on Facebook and you see something come up on your stream that mentions something that’s a problem you’re having at work and it says it might solve that problem, you’re probably going to click on it and that’s what we’ve seen.

facebook-second-screen_large

With Facebook ads is when we target people for B2B stuff that they’re going to click on that stuff. You get somebody on the email list and you contact them later, you know next time you contact them, they might be at work. Whatever. You’ve just got to get in there and grab their attention, address a problem they’re having. It works for B2B or B2C, I love it. You can reach anybody.

Facebook ads are the bomb.

I don’t care if anybody says that anymore. Look, I’m 43, I don’t know what’s cool anymore.

Facebook ads are the bomb.

The 5 Facebook Ads Every Company Should Run

Posted on Posted in Advertising, Facebook Advertising, Facebook Marketing, Facebook Posting

Facebook is the king of social media. It has the most users and the best advertising platform.

You absolutely have to be marketing on Facebook. Everyone does. Period.

And because of the organic reach problem you have to be advertising on Facebook if you want to market on Facebook.

But Facebook advertising is a blessing, not a curse.

Here’s why I love the Facebook ads platform:

  • Biggest reach
  • Most affordable
  • 13 types of ads
  • Reach anybody for any purpose
  • Works for B2C and B2B

It’s a big, sophisticated, powerful platform you can easily get lost in, even if you’re an expert.

So let me simplify things for you.

The 5 Facebook ads every company should run are:

  1. Ads to your ideal customer
  2. Website conversion ads
  3. Email custom audiences (and retargeting)
  4. Promotion of “emotional selling” posts
  5. Video view ads

CONTENT UPGRADE ADS WEBINAR

The #1 Most Important Ads You Can Run on Facebook: Ads Targeted to Your Ideal Customer

The most important kind of ad you can run on Facebook is an ad that targets your ideal customer.

So how do you find out who that is?

If you have the ability to upload a buyer list of e-mails to Facebook audience insights, then you may be able to find out more about them through that tool. If you find out what’s unique about your buyers compared to a list of leads who don’t buy or to your fans, then you’ll be in great shape.

What you want to know is what are

  • their interests on
  • their personas
  • their education level
  • their income level

…and all those other factors that are in audience insights that you can use to target with Facebook ads.

What’s unique about your buyer that you can target with Facebook ads?

If you can’t use an email list of buyers and Facebook audience insights then you may have to run Facebook ad tests using website conversion ads that are fairly aggressive about sales to a number of different Facebook ad targets and see which one responds the best. And I mean being really specific about what you sell and how much it costs so that only the best people will respond to these ads.

Once you have a really good idea who your best customers are and best responders are on Facebook and you’ve figured out how exactly to target that on Facebook then the most important ads you run are going to be the ones that target your ideal customers… whether those are post promotion ads or video view ads or whatever kind of ads, the ones you target to your customers are going to teach you the most.

Because, whatever you’re doing, who cares what some fan thinks, if they’re not buying? If they’re not in your ideal buyer profile?

The most important ads for you to run are not ads to your fans and not ads to people on your newsletter email list- they’re ads to new people who fit your ideal customer profile.

#2: Website Conversion Ads

So many people run Facebook ads and don’t even know this ad exists, and they don’t know why they’re not getting leads for sales.

It’s because they’re not running this kind of ad.

This means sending people to websites or landing pages for leads or sales. And it requires setting up conversion tracking, or the ads won’t function as conversion ads.

If you’ve never set up Facebook ad conversion tracking, you haven’t done this. And that’s why Facebook isn’t working that great for you.

#3: Ads to Email Custom Audiences

Retargeting is really important.

But it’s not magic. It’s not as big a deal as some people think it is. Why?

Because it takes a while to get enough people into your retargeting audience for there to be enough to matter. Since only a few % click on ads, you have to have thousands of people in the audience before it generates any noticeable traffic back to your site. And overall, it doesn’t bring most people back.

But retargeting is a best practice.

It keeps you top of mind. It creates affordable sales you would have lost otherwise.

When most people think of retargeting, they think of website retargeting. Website retargeting means people have been to your website and they’re getting shown ads based on that or based on a specific URL that they’ve been to.

But there’s another kind of retargeting (that’s not really called retargeting but you can think of it that way) and that is the email custom audience which I think is much more powerful for a lot of people and surprisingly few people use it.

What is it? You can upload any email list to your Facebook ad account’s audiences section. A certain percentage of those people will have the same email list for their Facebook ad account and so those people will match and you’ll be able to show them ads.

So you can upload:

  • Your buyer email list,
  • An email list of leads,
  • An e-mail newsletter subscriber list,
  • All your LinkedIn connections (download them first)
  • All of your personal email connections or Gmail contacts

…and then target those people with Facebook ads.

For myself, I have a huge list of everybody that has been to all of my different websites all of my LinkedIn contacts and all of my Google contacts all together.

My custom email audience is over 30,000 people.

Think about your email lists- when you send them emails, only about 20 to 30% of them open the emails, right?

But if 50 to 60% of your email lists match on Facebook, you can get ads in front of all of those people. And those people who aren’t opening your emails right now? You can:

  • Put your latest video in front of all those people.
  • Get them to interact with your latest post.
  • Influence them.

#4: Promoted “Emotional Selling” Posts

I have mixed feelings about post promotion ads. There are so many companies out there that have grown fan bases that are completely useless. They don’t understand that their fans aren’t seeing their posts.

They create posts no one sees and they boost those posts and their fans interact with them but that’s all that happens. Their Facebook page is this almost-dead thing they’re clinging to and trying to get people to interact with so that they can pretend their Facebook fan base isn’t really dead.

The Facebook fan base really isn’t doing anything for these companies’s bottom line. They need to step back and think about the fact that they’re in business to make money. And they probably need to grow their email list.

So that’s why the website conversion that is so much more important than a post promotion ad (boosted post).

But there is a kind of promoted post that’s worth doing.

I’m going to ask you do a specific kind of post promotion ad- I don’t want you to just promote whatever post you’re doing.

Because promoted posts are not going to make a huge difference if the posts themselves aren’t that persuasive to your audience. Most of what I see people post on Facebook is not that persuasive.

Some people do a fairly good job of getting people engaged to because they engage people’s emotions.

But very few people bring to bear the decades and decades of copywriting wisdom that’s out there. Be honest: how many copywriting books have you read? How much copywriting have you studied?

Very few people are bringing what they know about their company’s unique selling proposition into their Facebook posting.

And very few companies have done a deep dive into their ideal customer enough to know how to activate their ideal customer through their Facebook posts.

The most important post promotion ads that you can create are the ones that activate your ideal customer’s emotions…

  • What fears do they have?
  • What do they love?
  • What are their dreams?

These are the things you need to identify that are going to emotionally move them towards a purchase.

You won’t know what these are when you start, but you need to have some ideas what they are. You need to develop some questions about what they are… some theories. And test those theories by creating posts.

If you’ve done that work above to figure out who your ideal customer is and how to target them on Facebook… if that work is strong, then these Facebook post that you’re creating to emotionally move your ideal customer will have an effect on your bottom line.

What we’re talking about is the emotional part of selling. The emotional part of marketing. The irrational part of your customer’s decision-making process.

You need to get inside their head and their heart.

And the way you’re going to know that you’re on track with that is

  • Engagement rate will go up.
  • Click-through rate will go up.
  • Some of these posts will create leads and sales.

#5: Any of the Four Types of Video Ads

Videos are so hot right now we can’t not choose the video view ad. People love to watch videos just like they love to watch TV. Videos are powerful and Facebook can get you a lot of video views.

Now you have to keep in mind that there are four different ways you could run videos through the Facebook ad platform. You could use it as creative in a website click ad, a website conversion ad, a boosted post ad, or the video view ad. And each one of those has a different objective. So you’ve got the video you just need to make sure you understand what goal you’re choosing.

If you want to get video views more than anything else the video of you at is your choice. The video view ad is a powerful way to get more awareness for your brand. And it’s a great way to educate people.

I made it the fifth option in part because not every company is creating video yet. I’m trying to go a little easy on those companies that are stuck.

But also because I have mixed feelings about video view ads- you get a LOT of different metrics on videos back, and it’s tough to decide which metric you should judge their success on. If you’re going to look at how long people viewed them for, since every video has a different length, I don’t think you can look at % viewed- look at the sheer duration in seconds. And think about why you are showing it to people- if it’s not to get a conversion, we can’t judge it by conversions… but are we happy with just getting views? Ultimately I’m not- I think videos a are powerful part of branding, but also should be used in website conversion ads to see if they work as well or better than any images you might be testing.

And if you haven’t started creating video, you need to get to it. The obstacles are probably in your head. Your standards are probably too high. A lot of companies and individuals are creating video and people are enjoying it. Don’t let perfectionism stop you from getting something done.

And that’s it- the five types of Facebook ads every business should run.

How many of them are you running?

CONTENT UPGRADE ADS WEBINAR

[VIDEO] The Top 10 Facebook Marketing Mistakes in 2016 [BLAB]

Posted on Posted in Advertising, Facebook Advertising, Facebook Marketing, Interview, Social Media Strategy

Top 10 FB Marketing Mistakes

I was interviewed on Blab by some folks with a show on Blab… but then Blab went away! A lot of social media folks put a lot of time and emotion and hope into the platform, and ultimately, it didn’t gain traction, and the company that started it gave up and did so in a way that angered their devotees.

That’ll teach you to focus on super new unproven platforms!

Stick with the big ones like Google and Facebook.

This Is Why Your Facebook Ad Spend Is Being Wasted

Posted on Posted in Advertising, Conversion Optimization, Facebook Advertising

Facebook AD Spend Wasted

Are you running Facebook ads and sending traffic to your website or e-commerce store or squeeze pages but not getting leads or sales or newsletter signups?

If your Facebook ads aren’t getting leads or sales, the real problem may be very, very simple.

It’s tempting to think:

  • “Facebook ads don’t work!”
  • “People don’t like what I’m offering!”
  • “I’m horrible at ads!”

It might be much simpler than that.

If you don’t create website conversion ads, AND set up conversion tracking properly, you may get a ton of traffic and no conversions.

Every Facebook ad has one goal, and only does a good job at that goal. (This GOAL is actually set at the campaign level, by the way)

  • A boosted post gets likes comments and shares. Sometimes it will get you some expensive link clicks ($1-2 CPC) Maybe one of those people will convert but it will be very expensive.
  • A website traffic ad simply gets you traffic. There’s no guarantee that these people will convert.
  • A video view ad gets you video views… same deal as with boosted posts, if you get clicks and conversions, they’ll be expensive. And by the way, you can create website conversion ads with videos in them… so if you want conversions, don’t choose the “get video views” objective.

The first thing you need to do is go to either Ad Manager or Power Editor and create the right ad for the job.

If your goal is leads or sales, you have to choose INCREASE CONVERSIONS ON YOUR WEBSITE.

But that’s not all. If you don’t set up conversion tracking, your ad will still function like a website traffic ad, getting you a bunch of looky-loos who do nothing of value on your website.

So you have to go to the PIXEL section of Ad Manager, put that pixel on every page of your website, and then set up your conversions. There are two types of conversion tracking these days, and we find that Custom Conversions are more reliable. We’ve had a couple of clients where the Standard Events conversions did not track accurately.

Setting up this tracking can be nerdy and frustrating, and you need to check the conversions to make sure they’re active and the pixel dashboard to make sure those conversion URL’s are showing up BEFORE you run your ads, or you will waste a ton of money.

There are many other reasons why Facebook ads don’t work… the wrong placements, the wrong targeting, bad copywriting… but if you don’t START with website conversion ads and conversion tracking, none of the rest of that matters.

To learn more about this and everything about how to get better Facebook ad results, get into my course: The Facebook Leads and Sales Machine.

Or, hire our agency to do it for you!

Why Likable Ads Cost 10x Less on Facebook

Posted on Posted in Advertising, Facebook Advertising

Likeable Ads

Facebook lowers your ad price the more people LIKE it.

You get 10x the exposure from likable ads compared to unlikable ads.

Why? Facebook charges you less for likable ads because they need to keep their users. Unlikable ads could make users leave Facebook.

Here’s a dog post that reached a million people for $400.

Why a dog? People LIKE dogs.

You can make the dog (and other likable things) relevant to your business. I’ll show you how.

In high school, kids hang out with the unlikable kid if he’s rich. He has to pay people for attention. But they’ll buy the cool kid lunch even if he’s poor if they LIKE him.

You may already know how to do great sales messages for your company. But people don’t always LIKE pure sales messages.

And if you take my Facebook ads course, I can show you IN DETAIL how to make your sales messages more likable, so you can get 10x the exposure!