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