The Top 10 Facebook Ad Mistakes

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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. 🙂

 

Here’s 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.

curry234

(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.

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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.

What’s Facebook Ad Relevance Score? Is It Important?

I’m about 99.9% sure Facebook created relevance score because advertisers were not getting that clickthrough rate (CTR) is king… check this out:

ctr-relevance

Think CTR and Relevance Score are related?

You just about NEVER see an R2 value this high with ad metrics… the closest to this I’ve seen is the correlation of CTR to CPC, and if I recall that was only around 0.5 or 0.6.

If you’ve never heard of scatter graphs and R2 values, here’s some background. Excel actually makes it REALLY easy to create one and get the R2 value at a simple level.

The point is, relevance score is just a code word for CTR, and CTR is an indicator of how well your message/creative fits your targeting.

As you may know, Mark Zuckerberg wants you to create ads people love, or ads people want to interact with at a high rate… in other words, ads that don’t suck… and that’s why unlike any other ad platform in the world, if your ads are exceptionally relevant and get exceptionally high CTR, you can get INCREDIBLY low cost clicks, engagements, video views, etc.

That said, when you’re going for conversions, the highest CTR is not always the best. In fact, we find that a more average CTR leads to better conversion rate.

You may also want to read:

Why Pokémon GO Doesn’t Matter and Your Company Still Has to Advertise

(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.

Geeky Data Increases Customers and Loyalty

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

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

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


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

10 Dramatic Copywriting Formulas From The Super Bowl

Do you want your company, product or service to be taken more seriously?

TV writers are gifted at drama. We can learn from them to increase the gravitas around our products, services and brands.

FORMULA: “This hasn’t happened in ___ years.”

Is your product or company or event or crisis the first something in 10, 20 or 50 years?

EXAMPLE:

  • We haven’t had a new marketing tool as groundbreaking as Facebook ads in 15 years- since the advent of search ads. You could argue that due to their targeting and flexible formats, they are more revolutionary than search ads, and that we haven’t had anything this new and powerful since the invention of the TV ad in 1941.

FORMULA: “I’m so proud to be an ___.”

Are you proud to be something? Are your customers proud to be something? Or someone? Or part of a group? For bonus points- why are you proud?

EXAMPLES:

  • I’m proud to be a Facebook advertising expert- because we’re creating profit by discovering customer passions.
  • I’m proud to be a digital marketer- because we’re innovating how companies and customers discover one other.

FORMULA: “If you’ve ____ we’ll take care of you.”

What problem are your customers having that you rescue them from? What mishap has befallen them?

EXAMPLES:

  • If you’re having trouble with Facebook marketing, we’ll take care of you.
  • If your conversion rates are low or you can’t achieve profitability, we’ll take care of you.

FORMULA: “The best ___ in ___.”

Do you have the best something in any category? Is your company the best in any category? This is a good formula for your unique selling proposition, something I spend an entire lesson on in my Social Marketing Profit System.

EXAMPLE:

  • The Brian Carter Group is the best Facebook advertising consultancy in the world.

FORMULA: “___ is plotting to kill _______s.”

This was from a political ad that mentioned ISIS. Who is your enemy? Who is your customer’s enemy? If it’s not a person, what is the enemy? What trend or problem or fear or obstacle?

EXAMPLES:

  • Traditional media buyers are plotting to kill your profits!
  • Big ad agencies are plotting to plunder your budgets!

FORMULA: “We are facing a ____ crisis.”

Another political ad. What kind of crisis is your customer facing? What’s their biggest problem? How can you make it seem even bigger? Don’t minimize it. How large does it loom in their nightmares?

EXAMPLES:

  • We are facing a profitability crisis.
  • We are facing a digital marketing learning curve crisis.
  • We are facing a marketing effectiveness crisis.

COOL WORDS: Champions, Magnificent, Elite…

These are just some words we rarely think to apply outside of sports, but they’re powerful.

EXAMPLE:

  • Do you want to be an elite marketer? An elite Facebook advertiser? Those who study my Social Marketing Profit System emerge having become magnificent champions of profitability.

FORMULA: “To ____… It gives you chills just thinking about it.”

What’s the big deal in your arena? What do people aspire to? What’s the dream? This needs to be a singular thing- the biggest possible thing.

EXAMPLE:

  • To change a business and the fates of its owners by creating a profitable ad system for them… it gives me chills just thinking about it.

FORMULA: “If you want to ____ you have to ____.”

What is required? What do you require of your customers? What is required for them to succeed?

EXAMPLE:

  • If you want to profit online, you have to test a lot of ads.

FORMULA: “What separates the ____ from the ____ is…”

What’s the dichotomy in your arena between the successes and the failures? Between the good and bad?

EXAMPLE:

  • What separates the profitable from the unprofitable is open-mindedness, creativity, and diligent testing.

3 Reasons New Websites Fail at Launch

3 Reasons New Websites Fail

We’ve done lead gen for dozens of companies in the last five years, mainly via Facebook ads (although we provide other services like AdWords and landing page and funnel creation, but Facebook is both hot and indispensable).

We also provide feedback when they run into conversion issues…. because, of course, if their site isn’t converting at a minimum level, our ads don’t look like they’re doing very well. That’s how we get low cost new site users and registrations.

Do you want more new users, and a lower cost per user?

We’ve seen some common obstacles and mistakes companies make…

The 3 Biggest Reasons New Sites Fail at Launch

Do you want to create a site that customers really want to use?

The biggest failures we see are when creators:

  1. Aren’t solving customers’ real pain points
    (Mistake: “This is what we THINK their problems are.” Stop thinking and start asking.)
  2. Didn’t create something customers really want
    (Mistake: “They SHOULD want this, right?” I don’t know. You don’t know. Find out.)
  3. Require new behavior that people may not comply with
    (Mistake: “This is cool and NEW, so people will go through hell to get it, right?” But new things are unproven)…

…and thus you may get low conversion rates, which means high cost per user acquisition, or no conversions, which is very disturbing.

Do you want to avoid those mistakes?

How NOT to Build a PIG

Marketing and advertising, at worst, is lipstick on a pig.

How to avoid building a pig: start with what customers need and want.

Survey before building using tools like surveymonkey combined with Facebook ads to your ideal target audience.

Isn’t knowing better than guessing?

Find out what they REALLY want- not what you THINK they want.

Test Your First 100 Visitors

Do you want to know how well you’re actually doing?

Make sure your website is converting from the start. Track mercilessly.

Can’t you just grow virally or for free on social media? Not every niche or product is super-shareable, so sometimes you still need advertising to get your first users in and learn from them.

Do you want to pay only for the customers who are the best fit?

Advertising ensures you’re reaching the right people. Organic social media is a crapshoot. Who knows who you’ll get. Maybe people who don’t need your site.

Do you want to grow fast and make your users super-happy?

The companies that thrive are the ones that evolve quickly based on analytics and user feedback.

Use tools like hotjar to watch what real users do and where they run into trouble.

You can also use their poll to implement the Ask question process on your website.

Do You Have a Conversion Problem?

A conversion is when you get a user to do something:

  • Register
  • Opt-in
  • Buy

It’s what you want them to do.

You must be able to see your conversion rates.

Do you want to accelerate your success and lower your costs?

Users should convert at at least 10-40% for free services, and at least 1-2% for paid ones.

  • If you’re over those benchmarks, you’re on track. Then great marketing can accelerate your success.
  • If you’re below them, something is wrong: targeting, user experience, product concept, copywriting, etc.

Do you want to avoid wasting money?

Make sure you have Google Analytics goals set up, and you’re tracking properly with Facebook, AdWords and other conversion code. These need to be tested so you are 100% sure they’re accurate as early as possible, ideally BEFORE you pay for ad traffic.

Do you want to be able to KNOW WHAT users DO on your site?

Program your website so that every page has its own URL, or you’ll have trouble tracking user actions. For some reasons a lot of programmers like to make things happen without the URL changing, but this creates tracking problems. You won’t be able to get the info you need to find out what’s wrong or get better results.

GA behaviors don’t lead to as good reporting as GA goals. You want to be able to map goals back to traffic source, landing page and more.

Do you want to know the best webpage to send them to, so you can get the lowest cost per new user?

One of my favorite custom reports in GA maps landing page (the first page they came to on the site when they visited) to conversion rate. That way I know what the best first page is to send people to with ads:

Split Testing Is NO LONGER Optional

Do you want to learn WHAT makes customers DO what you want them to DO?

Custom website programming causes a lot of tracking and improvement obstacles. One of them is the inability to split-test.

You need to be able to test multiple versions of your opt-in or registration pages. This is no longer optional.

Creating only one version of a user registration form and not being able to improve its conversion rate is a vulnerability for your business and increases the cost of customer acquisition.

Split-testing…

  • Increases conversion rates,
  • Lowers customer acquisition costs
  • Teaches you what they respond to and what they don’t.

You can get better results throughout your company by applying those learnings:

  • To your ads
  • To your product development plans
  • To how you write emails
  • To your customer service FAQs
  • To your intro videos, etc.

The best market research is the data that shows you what your actual customers respond to or don’t.

This is the most valuable info you can get about them- what will make them take action.

That’s why landing page optimization tools like LeadPages and ClickFunnels and Unbounce are doing so well right now.

(I actually split test the titles of my blog posts, too, even this post!)

Want to create an awesome site AND get lots of new users affordably?

Some people go so far as to say the website is dead… but you and I know many companies want to create something new and unique- my recommendation is to think modularly:

  1. Let your website do what it specializes in, but
  2. Plug in a landing page tool + email marketing service to get customers into your SaaS.

If need be, create a data-bridge program to pull customers from the email service into your database. (Or… feel free to program your entire own split-testing platform- But that would be a ton more work.)

The upshot is:

  • Don’t reinvent the wheel.
  • Don’t use a crappy wheel that doesn’t function just because you programmed it.
  • Don’t build a car that doesn’t have wheels (in this analogy, split-testing is a wheel).

Use industry best practices and plug into the services that are already out there.

Make sense?

 

5 Keys to Social Ad Lead Generation For Cloud Hosting & IT

5 Keys to Social Ad Lead Gen

Not long after keynoting for Microsoft, I was contacted by a leader in a Microsoft team that helps their partner companies sell MS hosting services. They had me design a digital marketing training program for these partner companies.

We also did a number of pilot programs with cloud hosting companies.

For one of these, in 2013, we wrote a whitepaper, guided them to create a lead gen download page, and we ran Facebook ads to generate leads. It was quite open-minded of them to do this, because even now on the doorstep of 2016, many B2B companies aren’t sure Facebook is right for them.

The results were:

  • We reached 467,000+ CXO’s and I.T. Sysadmins
  • We generated leads from $29 to $59 apiece.

Overall, it was a success.

Could it be better? Yes. These are definitely some of the more expensive leads we’ve seen… in B2C, leads can go below $1.00 CPA at times, and even in B2B I’ve seen them below $10.00.

I believe these leads cost what they did for several reasons, all of which we’e addressed in our marketing processes since, and here’s how we do it better now:

  1. TARGETING: Targeting chief executives can be more expensive. However, testing more ways to target the same groups helps you find lower costs, and Facebook has added more targeting options since we ran this campaign. We recommend testing at least 5-10 targeting criteria audience variations per target customer.
  2. PASSION: Whitepapers are boring and the way to lower costs on Facebook is to find the customer’s passion. The more interesting and stimulating you can make the content, the better. We’ve learned that selling to the intellect only is not as good as also selling to the emotions.
  3. DESIGN: There wasn’t a budget for design, so the graphic design of the whitepaper wasn’t that attractive- again, low excitement leads to higher costs. We recommend the budget include design work if you don’t have an in-house designer.
  4. SPECIFICITY: I also believe that in the whitepaper writing, instead of covering 11 I.T. problems, which is general and vague and gives you nothing to grab onto, we should have chosen the most painful specific problem and homed in on that. Then perhaps the name of the whitepaper itself would have evoked more interest.
  5. SPLIT-TESTING: The client insisted on using their own website for the landing page, which meant we could not split-test any creative; we’ve found that the best practice is to test at least three if not five versions of the squeeze page, and this can increase conversion rate by 50% – 200%. That means we might have cut the cost per lead in half right there. We now have platforms on which we create and run split-tests for clients.

So, if you are looking to grow new customer leads in the I.T. space, or any B2B effort (we’ve done other industries), reach out and let’s talk about achieving your goals!

SOCIAL MEDIA MARKETING LIE #3

Social Media Marketing Lie No 3

There’s nothing I hate more in social media than the lies and myths I see spread around…

They make it more difficult for businesses and students to succeed.

One of the social media lies I really hate is…

“YOU HAVE TO USE POWER EDITOR FOR FACEBOOK ADS”

This is not true at all.

At least 90% of what you need to do with Facebook ads can be done in the Ad Manager.

We’ve managed millions of dollars in Facebook ad spend for dozens of companies of all sizes including Fortune 500 companies, and gotten great results.

And a lot of that work has been done in the Ad Manager.

RARELY do you need Power Editor, and it is very geeky and intimidating, and at first it’s really counterintuitive to navigate, so I HATE to send people to it until they absolutely have to go there.

OVERWHELM is one of our biggest enemies in digital marketing. There is such a big learning curve. There’s so much to learn. The interfaces can be really complicated.

Let’s keep it SIMPLE.

It’s true, you can’t just BOOST posts, because that just gets you likes comments and shares.

You’re going to want traffic and leads and sales, right?

So, use Ad Manager for most of your Facebook ad work.

There only are a few situations where you need Power Editor. For example…

  • If you want to copy ads quickly and only alter them a little bit
  • If you want to rename a whole bunch of ads quickly
  • If you want to try lead ads (although so far my experience is that website conversion ads to lead gen squeeze pages work better)
  • If you want to write longer ad copy than you can in the Ad Manager

And before you get all excited about the last one… it’s actually a good thing to have limited space.

When you’re writing your ad copy, having less space makes you choose better copy. And it ensures you don’t overwhelm people with too much text.

So I only go to Power Editor for more ad copy space when I really need it.

The truth is, Ad Manager is easier, simpler, and pretty darned powerful. You’ll get a lot done with it.

For example, you’ll see little thumbnails of the ads inside the Ad Set to remind you what they are. You’ll have a better idea where you’re at and what’s going on. You’ll feel more oriented and confident, and get more done.

If you liked this and want more, check out my Social Marketing Profit System course!

By the way, it’s O.K. if later, when you know you’re way around, you decide you prefer Power Editor over Ad Manager, even for the things that Ad Manager CAN do… to each their own.

Just stop telling newbies they HAVE to use the intimidating Power Editor interface.

It’s a lie, and it’s overwhelming people and keeping them from benefiting from the amazing power of Facebook ads.